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Media Kit + Capabilities 8 3 09
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Media Kit + Capabilities 8 3 09

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As WSOCTV.com\'s first dedicated "Internet Marketing Specialist" // I\'ve developed a two-part media kit that I feel very strongly about. Part One is an overview of the website, the ...

As WSOCTV.com\'s first dedicated "Internet Marketing Specialist" // I\'ve developed a two-part media kit that I feel very strongly about. Part One is an overview of the website, the audience, and the competition. Part Two is a true "Advertiser\'s Toolbox" that illuminates options available to my clients.

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Media Kit + Capabilities 8 3 09 Media Kit + Capabilities 8 3 09 Presentation Transcript

  • Prepared by: Adrienne Craighead Internet Marketing Specialist (IMS) [email_address] 704.335.4945 MEDIA KIT
  • The Internet is Trending up in Terms of Time Spent – Minutes Per Day Source: Television Bureau of Advertising Media Comparisons Study. The TVB did not ask this question every year.
  • Time Spent With Media Each Day: TV and Internet Dominate! Minutes per Day #1 #2 Source: Television Bureau of Advertising Media Comparisons Study, 2008
  • Charlotte Specific Data: What Media Have You Used In The Past Week? * Magazine read in past MONTH, not week
    • WSOCTV.com
    • WSOCTV.com regularly receives over 700,000 total unique visitors each month.*
    • That’s enough people to fill up the Bank of America (Carolina Panthers) Stadium over 9.5 Times!
    • WSOCTV.com receives an average of 7 Million Page Views each month.
    • That’s One Page View for almost every person living in the state of North Carolina.**
    • * WebTrends ** NC Census 2006
  • Demographic Profile: WSOCTV.com Visitors Household income Age range Gender Have kids Source: Cumulative 6 months ComScore
  • How much does it cost me to reach 1,000 Adults Age 25-54? Source: ESA Company 2008, CPM A25-54 Average Cost per Thousand Internet: World’s Most Efficient Medium!
  • Comparing WSOCTV.com’s Unique Audience to Other Media Sources: Comscore 3/09, Nielsen Media Research 3/09, Papertrends 3/09
  • Local Unique Visitors: May ‘09 Source: Comscore, May ‘09 (released 6/29/09)
  • WSOCTV.com: The Place Where Users GO and STAY !
    • Page views, May ‘09:
      • WSOCTV.com: 9 million
      • Charlotte.com: 3 million
    • Average minutes per visit:
      • WSOCTV.com: 14.6 minutes
      • Charlotte.com: 2.5 minutes
    • Average visits per visitor (frequency):
      • WSOCTV.com: 6.7 visits
      • Charlotte.com: 4.8 visits
    Source: Comscore, May ‘09 (released 6/29/09)
  • WSOCTV.com & Charlotte.com in Key Demos: # of Unique Visitors May ‘09 Source: Comscore, May ‘09 (released 6/29/09)
  • WSOCTV.com Continues to Show Great Growth Year to Year Unique Visitors, Mar ’08 and Mar ’09 ComScore Data +13% -41%
  • Key Demos: WSOCTV.com and Charlotte.com February 2009 Comscore Update
  • Other Consumer Categories: WSOCTV.com vs. Charlotte.com Source: Marshall Marketing and Communications
  • Internet Penetration Is Higher Than Cable Penetration Here Sources: Cable – Nielsen Media Research, 7/08 Internet – Comscore, 4/08
  • WSOCTV.com Reaches More People Each Week Than Cable! Sources: Webtrends, Q2 2009; Nielsen Media Research May 2009. Primetime defined as M-Sat, 8-11 p.m. and Sunday, 7-11 p.m. Demo: 2+ WSOCTV.com average weekly audience for Q2 compared to primetime on cable TV. (Assumes one :30 spot per day in primetime for a week for each network.)
  • Why Local Magazine Advertising Doesn’t Work Like It Used To . . . Source: Marshall Marketing, Charlotte DMA, Dec. 2008
  • Unique Visitors to WSOCTV.com vs. Radio Listeners in Past Week: Greater Charlotte Metro Source: Marshall Marketing and Communications WSOCTV.com vs. Radio (Listened any time 6a-7p) WSOCTV.com vs. Radio (Listened any time 6a-7p)
    • Television Websites have the huge advantage of being powered by the strongest medium available:
    • Local Television Stations!
    • More than 100 Drivers EACH week from all the Newscasts offered
    • Produced spots driving consumers to different areas of the sites.(Airtime valued at $75k per month)
    Why the Television + Website model works!
  • Who Clicks On Display Ads? Source: ComScore, Total US Online Population, July 2007 Clickers are predominantly younger (25-44) with lower incomes (under $40K).
  • Source: ComScore, Total US Online Population, July 2007 Six Percent of Everyone Generates 50% of all the Clicks
  • The COMPLETE Impact of Online Marketing Source: ComScore Data Ignoring the value of online marketing’s LATENT effects would be to disregard 84% of the RESULTS!
  • Question : What action, if any, did you take when you viewed a display ad on a website? Findings : A click is only one measure of a display ad’s effectiveness. Suggestion : Shore up your search strategy to capture the demand that your display advertising creates. How To Enhance Your Results with WSOCTV.com JANUARY 2009 study commissioned by iProspect / conducted by Forrester Consulting / Results released 5-11-09
    • MEDIA KIT HIGHLIGHTS
    • The time consumers spend online is growing exponentially
    • Advertisers who want to “be where the people are” should be aware of their online options
    • WSOCTV.com leads the pack in terms of sheer volume of local online traffic and the quality of that online audience
    • Working with an “Internet Marketing Specialist” will give your online campaign the advantage of a consultant who operates in the web world 24/7
    Prepared by Adrienne Craighead [email_address] 704.335.4945
  • WSOCTV.com 2009 Online Capabilities ADVERTISER TOOLBOX
  • Graphical Advertising - Leaderboard Ads - Skyscraper Ads - Super Skyscraper - Display Ads - Sticker Ads - Expandable Ads - Brick Ad - Content Widget - Rich Media - Push Down - Micro Site (Splash Page) - Contest Page Text Based Advertising - Charlotte Area Special Offers - Headline Text Ads - Contextual Ads
    • Video Advertising - PreRoll Video - Video on Demand - Video Display Ads - ABC Player
    • Mobile
    • Mobile Internet - Text Message Marketing
    • Email - Skyscraper Ad embedded into Message
    ONLINE AD MENU – FIVE CATEGORIES 1 2 3 4 5
  • * Supported AD Formats: .JPG, .GIF, .SWF Leaderboard, Skyscraper and Display Ads
  • Sticker Ads Sticker Ads are located on the top right corner of each page throughout the WSOCTV.com website. They are more “integrated” than the other ad units (and are often used by our own editorial team to tease stories or certain web channels.) Sticker Ad dimensions: 200x90
    • FREE Bicycle rack with the purchase of any Three-Wall system at Garage-Tek!
    • Get Employee pricing on all new 2009 Toyotas in stock at Scott Clark Toyota.
    • Buy tickets for Disney on Ice, December 11 th , 2008 at Cricket Arena.
    • Need ideas for dinner tonight? Visit ALDI.com for a for a variety of recipes online.
    Headline Text Ads Local headline Text Ads have the ability to display your message within the body of the day’s most recent headlines.
    • FREE Bicycle rack with the purchase of any Three-Wall system at Garage-Tek!
    • Get Employee pricing on all new 2009 Toyotas in stock at Scott Clark Toyota.
    • Buy tickets for Disney on Ice, December 11 th , 2008 at Cricket Arena.
    • Need ideas for dinner tonight? Visit ALDI.com for a for a variety of recipes online.
    Contextual Text Links Using the same font and color as news headlines, your message appears with news headlines further down the page.
  • Sponsorship Ads Brick Ads may be strategically positioned in specific areas allowing ownership of a specific area of the site—an integrated piece. * Supported AD Formats: .JPG, .GIF, .SWF
  • Featured Content Ads (Blurbs) A combination of text and a graphic – these units are often located adjacent to news stories and appear as part of the “fabric” of the website’s content.
  • Widgets “ Integrated Content” Option Widgets are units of content on web pages (NOT Ad Units) that deliver information and links to additional items (like streaming videos / photos / articles / websites / etc.) These are priced monthly based on the average number of PAGE VIEWS that channel delivers.
  • Rich Media Rich Media is a unique way to stand out & deliver your message and presents the viewer with an ad that literally files (or drive, or walk…) across the page to catch the viewers attention. * Supported AD Formats: .SWF
  •  
  • Expandable Ads Expandable ads increase in size when the user positions his mouse over the ad unit. Expandable ads are a great way to display a large amount of information in a small area / and counter the users natural instincts to avoid the click. * Supported AD Formats: .SWF
  • Push Down Ads Want to really grab someone’s attention? Push Down Media literally pushes down the entire screen a few inches in order to display your ad. For five seconds (or until the user closes the ad) your advertisement will be the dominant force on the page above the fold. Push Down media is limited to once per user, per session.
  • Video Display Ads Similar to a standard display ad, Video Display Ads provide you with the ability to play up to :30 video message within the ad itself. Ads can be set to auto play video and offer user initiated audio. *Premium Display Ad dimensions: 300x250
    • Email Ads
    • Each month WSOCTV.com sends out over 950,000 individual email messages to our users.
    • MULTIPLE TOPICS (35+ choices)
    • VARIETY OF TIMING (daily, weekly)
    • OPT IN ONLY
    • EXCLUSIVE AD POSITION
    • Landing Page
    • (also called Splash Page or Buffer Page)
    • This is a great option if you don’t yet have a website, or if you have a lot of information to display in a single place.
    • Follows Site Template / Color Scheme
    • Tease Traffic With a Variety of Ad Units
    • Links to Your Home Page (or Deep Link)
    • Can Serve Streaming Video (2-3 mins max)
    • Custom Contests
    • Hosting your own unique contests is a great way to establish name recognition and build a list of customers who have a valid interest in your product or service.
    • Included in Contest Directory
    • Tease With Variety of Ad Units
    • Database of “opt in” Users Provided
    • Preroll Video Ads
    • Your :15 second video ad will run before a predetermined number of online news video segments on the site.
    • High Conversion Rate
    • No Fast Forward / Skip Functionality
    • Users Conditioned to Seeing Them
    • Custom Creative Recommended but Not Necessary
  • Web Enabled phone required to access WSOCTV.com Mobile Mobile Internet Advertising
    • WSOCTV Mobile delivers up-to-the minute news and weather to users via their mobile phones
    • Mobile Internet Marketing has the ability to reach your audience even when they’re away from the computer
    • Available features: Click to call, “Find Me” database, splash page, and more
  • April ‘09 – Mobile Page Views +51% Year to Year! Page Views to WSOCTV.com Wireless Website (WAP) Source: Hitbox Mobile Web Reporting, Omniture
  • Text Message Marketing From: WSOCTV.com SEVERE THUNDERSTORM WARNING FOR MECKLENBURG COUNTY UNTIL 6PM This message brought to you by Scott Clark Toyota. Click Here for great savings on the all new Toyota Prius. Scott Clark’s Toyota 2009 Prius $25,900 Click Here to schedule a test drive WSOCTV.com maintains a database of thousands of local subscribers. Each of these subscribers has opted in to receive a mobile text E-Lert sent to their mobile phones in the event of Severe Weather. Your message will accompany each of these E-Lerts and will be clickable for more information.
    • ADVERTISER TOOLBOX SUMMARY
    • Built upon the latest research, WSOCTV.com has designed a site to optimize the end-user experience
    • We’ve also considered the Advertiser (in our redesign), and offer a variety of attention-getting options that are relevant and efficient
    • It is not necessary to “build your own” strategy from the Advertiser Toolbox – Trust Adrienne (that’s me!), as your online marketing consultant, to suggest the right tools for the job
    Prepared by Adrienne Craighead [email_address] 704.335.4945