1. 2016 Media Day

2. Who We Are

3. A Trusted Brand
Commitment to Excellence. The award-winning KPRC Local 2 News team offers quality, integrity and accuracy.
Seasoned Team. KPRC-TV provides Houstonians with all the important news they need to plan their day - breaking news, strong investigative reporting, top-notch weather coverage, sports, and traffic – all delivered by our likeable and trusted hometown personalities.
Reach. KPRC Local 2 reaches nearly 3.2 Million P18+ each month and 1,542,000 households weekly.
(Su-Sa 5am-5am).
Quality. You get more bang for your buck with quality programming targeted to the right demographics. Consistently the leading station of choice for P25-54 with a HHI of $75K+ and $100K+.

4. Quality Programming
KPRC offers top-quality NBC dramas, comedies, alternative series and news programming.
KPRC is home to The Today Show, Nightly News with Lester Holt, Meet the Press, The Tonight Show, Late Night with Jimmy Fallon and Saturday Night Live.
Top syndicated programs include Entertainment
Tonight, Dr. Phil, and Extra.
KPRC continues its tradition of excellence offering premium sports such as the Olympics, Sunday Night Football, Notre Dame Football,, French Open Tennis, Golf plus many more high-profile sporting events.

5. #1
6am News
RP25-54
HHI $75K+
Index
P25-54
HHI $100K+
KPRC
2.0
137
2.2
153
KTRK
1.7
116
1.1 79
KHOU
105
0.9 87
KRIV
0.7 64
0.6 52 #1
6pm News
RP25-54
HHI $75K+
Index
P25-54
HHI $100K+
KPRC
1.8
122
128
KTRK
1.9 96
1.3 70
KHOU
1.5
112
1.6
120 #1 #1
Source: Nielsen Live+SD. January – March 31, 2016

6. The Most Affluent TV Audience in the Market
GENDER
Women 50.6% 100
Men 49.4% 100
OCCUPATION
Professional / Business 18.4% 111
Mgmt/Business/Financial % 111
Sales / Office 8.1% 67
Construction/Maintenance 2.2% 50
Service 4.8% 50
EDUCATION
High School Graduate 24.6% 80
Some College 1-3 years 35.5% 119
College Graduate 17.6% 121
Some Post Graduate 3.2% 155
Post Graduate Degree 10.1% 121
Some high school or below 9.1% 62
HOUSEHOLD INCOME
$75K or More 42.3% 116
$100 or More 26.3% 113
$250K or More 5.3% 138
YEARS LIVED IN HOUSTON
Less than 1 Year 7.7% 64
1-5 Years 26.0% 92
5-10 Years 17.9% 84
10+ Years 48.4% 125
AGE RANGES
% 81
% 101
55 – % 114
% 161
Know More
READING THE INDEX:
Any number over 100 indicates an over index. This means KPRC-TV News Viewers are more likely to fall into that demographic area

7. The Most Affluent TV Media Website Audience
in the Market
GENDER
Women 58.5% 116
Men 41.5% 84
OCCUPATION
Professional / Business 18.8% 113
Sales & Office 13.6% 112
Mgmt/Business/Financial 15.7% 120
Construction/Maintenance 7.7% 175
Service 11.4% 115
EDUCATION
High School Graduate 23.5% 76
Some College 1-3 years 42.2% 141
College Graduate 13.6% 100
Some Post Graduate 1.7% 86
Post Graduate Degree 12.0% 126
Some high school or below 3.5% 48
HOUSEHOLD INCOME
$25K or More 88.1% 101
$35K or More 81.6% 120
$50K or More 63.9% 135
$75K or More 47.4% 132
$100 or More 30.2% 134
$250K or More 6.6% 171
AGE RANGES
% 23
% 139
% 75
% 60
Know More
READING THE INDEX:
Any number over 100 indicates an over index. This means that click2houston visitors are more likely to fall into that demographic area
YEARS LIVED IN HOUSTON
Less than 1 Year 9.7% 81
1-5 Years 32.5% 115
5-10 Years 16.2% 76
10+ Years 41.6% 108

8. Successful Partnerships

9. Committed and Connected
to the Galveston Area

10. Partnerships: Galveston Bay Estuary Program: Back The Bay
For the past 5 years, KPRC and Click2Houston have been Galveston Bay Estuary Program’s foundation marketing partner; helping to promote and position their “Back the Bay” community outreach campaign. Our understanding and commitment to the preservation of the Bay has led to additional relationships including promotion of Galveston Bay Foundation’s “Cease the Grease”, “Bay Days” and “Bike Around the Bay”.

11. Television Commercial Advertising
Click2Houston Elements:
Pre-Roll Video Messaging
Sponsored Content
Banner Advertising
Click2Win Social Media Contests
Dedicated Splash Page

12. Television Commercial Advertising
Click2Houston Elements:
Pre-Roll Video Messaging
Banner Advertising
Click2Win Social Media Contests
Dedicated Splash Page
Homepage Takeover
Site Retargeting

13. Television Commercial Advertising

14. Television Commercial Advertising
ThisTV Commercial Advertising

15. Digital Marketing Trends

16. The Power of Digital Advertising
Build trust and create brand awareness.
The first step in brand building is to create awareness by informing your target audience that you exist. With digital display ads, you can build positive brand perceptions and reach new customers wherever they are on the web. More brand visibility increases brand recall when customers need and want your products and services. This ripple effect has been proven to influence both online and offline purchases.
Get your message directly in front of your targeted audience.
Online display advertising can be targeted to potential customers based on contextual and behavioral data. Potential customers can be reached based on current and historical online activities as well as personal affinities. Leveraging this information results in showing relevant ads to your specific audience at the right time.
Increase awareness of special promotions and offers.
Display advertising can affect consumers at every stage of the marketing funnel from awareness, education and evaluation, to purchase. According to a recent eMarketer report, 61% of ALL online ad spends are from display ads. Incentivize potential customers with special offers to help drive traffic to your place of business.

17. Advertising in Today’s Complex Media World
Blasts
Advertising in Today’s Complex Media World
Facebook
The last
5 years
Twitter
Media is evolving.
Media consumption habits are changing.
Advertisers must engage consumers where they spend the most time, and are most influenced.
All media can be effective. But they work in different ways.
Satellite Radio
The last 10 years
Internet
Mobile & Text
Direct Mail
Billboard
The first 50 years
Newspaper
Broadcast TV
Cable &
Satellite TV
Radio
Yellow Pages

18. Stages of the Purchase Decision Process
Reaching
Consumers
Early
Awareness
Interest
Influencing
The
Decision
Consideration
Want to Purchase
Making A
Purchase
Visit Store/Website
Make The Purchase

19. The 4 Digital Trends That Are Reshaping Advertising
1. Mobile Video Advertising.
Mobile video consumption is growing rapidly and providing advertisers with a way to reach consumers when they are paying attention. Between Q and Q3 2014, smartphone and tablet video consumption grew 400 percent and now accounts for 30 percent of all online videos played.
The bigger iPhone 6 screen and the popularity of other ‘phablets’ (large-screen smartphones) also reflect the growing importance of mobile video
Mobile video viewers are what you might call a "captive" audience. Even riding in a car, people focus on their digital screens instead of the ads passing by in the cityscape. When radio ads begin, people change the station. However, when people are already looking at their smartphone, nothing is going to distract them.

20. 2. Sponsored Content or Native Advertising.
When websites feature advertisements that emulate the content and style of their own site, we consider it native advertising. Native ad spending will climb from $3.2 billion in 2014 to $8.8 billion by 2018, largely because advertisers are seeing above average engagement with this format, according to an eMarketer forecast.
Native ads are typically long-form blog posts, infographics or videos that aim to inform, entertain and inspire people without directly promoting a product. For example, a banner ad from a clothing retailer might promote a winter clothing sale, but a native ad from the same retailer might discuss winter fashion tips instead. Typically, native ads are tagged with a disclaimer such as “sponsored content”, “paid post” or “promoted by”.
If you’re targeting millennials, who tend to be put off by "salesy" ad content, consider native advertising. Now that publishers are partnering with advertisers in the production process (i.e. helping them write and edit), it’s easy to get expert help.

21. Example

23. Checks weather on local TV site
3. Behavioral data
New channels, tactics, and payments models will only serve your marketing efforts if ads reach the right people. Rather than spending your budget on a large set of consumers, you can more efficiently use behavioral data to target people who fit your customer persona. While advertisers commonly target individual websites where they expect their customer to hang out, behavioral data improves upon this approach by allowing you to target groups of people across multiple advertising properties. Behavioral targeting providers can profile a group (e.g. mothers with young kids) based on an analysis of online searches, Internet browsing habits, purchasing history and much more. If you’re targeting specific types of consumers, behavioral data can mean the difference between a bungled campaign and a huge victory.
Checks weather on local TV site

24. 4. Social Media Advertising
Online advertising has been rapidly on the rise this year, and in 2017 digital ad spend is predicated to finally surpass TV! With a big chunk of this digital spend being allocated to social advertising, this is a trend marketers cannot ignore in For instance, eMarketer predicts social network ad spending will reach $35.98 billion in 2017, which will make up 16% of all global digital ad spend. You may be asking, how can I best leverage social to gain traction on your competitors?
Start by deciding which platforms are worth investing in for your audience. Are you selling beautifully crafted handmade blankets? Then visual platforms like Instagram and Pinterest may be the way to go. Are you in the B2B space? Facebook’s sophisticated targeting options could be a good option to hone in on your target audience.
Test your posts organically and promote the winners. Don’t just randomly allocate budgets to blog posts that your teammate authored. Instead, promote the organic winners to up the performance even more.
Utilize action-oriented ad formats. Think Twitter Lead Generation ads and Facebook Click to Website ads with call-to-action buttons. Encouraging people to do something instead of just promoting your social account will be a better use of your ad spend.

25. Digital Sales Engineer
Next Step:
1. Q & A
2. Digital Analysis for Your Institution?
Necole Goodman
Account Executive
KPRC-TV, Channel 2 NBC
David Akindele
Digital Sales Engineer
KPRC-TV, Channel 2 NBC D C