Generate Value from your Online Ad Inventory

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In part 2 of this ongoing webinar series, Datran Media again addressed digital monetization, this time alongside executives from The Examiner and Fox Digital Media | Beliefnet. This deck explores how they are reaching targeted consumer segments and maximizing their monetization efforts.

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Generate Value from your Online Ad Inventory

  1. 1. Generating Value from your Online Ad Inventory II How Publishers Can Survive & Thrive in an Ad Recession presents featuring…
  2. 2. Dave Hendricks EVP, Sales & Planning Moderator: Panelists: Copyright 2009, Datran Media Corp. All Rights Reserved Julie Rutherford VP, GM Email Fox Digital Media, Beliefnet.com Marc Kiven Chief Revenue Officer Examiner.com
  3. 3. The Past and Present of Publishing Advertising Before Public Internet… Non- Interactive Less Measurable Latent and Long-Tailed Advertising Today… Mobile Web sites Social Media Email Interactive Targeted Measurable Timely Copyright 2009, Datran Media Corp. All Rights Reserved Blogs
  4. 4. Copyright 2009, Datran Media Corp. All Rights Reserved *Zenith Optimedia, 2009 Media Forecast Times Are Tough for Older Media Channels… But Not Every Channel is Bleeding NEWSPAPERS MAGAZINES INTERNET Newspaper ad expenditures will drop 14.7% in 2009* Ad spending in magazines will fall 16.7%* The Internet is the only medium Zenith expects to grow this year*
  5. 5. But Online Readership continues to GROW. The average monthly reach for magazine Web sites grew to 45.1% of the total U.S. Internet population in Q1 ‘09. The time spent by consumers on magazine sites also rose, registering a 1.3% increase . *Magazine Publishers of America, 5/09 The number of visits to consumer magazine Web sites averaged 75.8 million unique users per month , a new record* Declines in print readership are being offset by INCREASES in online readership. Copyright 2009, Datran Media Corp. All Rights Reserved
  6. 6. <ul><li>Where did you read your news today? </li></ul><ul><li>traditional paper </li></ul><ul><li>online paper </li></ul><ul><li>news aggregator </li></ul><ul><li>mobile device </li></ul><ul><li>town crier </li></ul>
  7. 7. Even those who are considered heavy newspaper readers spend about as much time online today as the typical U.S. adult. Copyright 2009, Datran Media Corp. All Rights Reserved
  8. 8. Copyright 2009, Datran Media Corp. All Rights Reserved
  9. 9. Your Online Assets are Very Valuable to Advertisers: FREQUENCY CREDIBILITY TARGETED PURCHASING POWER CONTENT QUANTIFIABLE MULTI-CHANNEL HIGH PROFILE CUTTING EDGE ACTIONABLE A Treasure Chest of Benefits For Internet Advertisers Copyright 2009, Datran Media Corp. All Rights Reserved
  10. 10. Advertisers Demanding Increasingly Narrow Targeted Audiences… Female, 22 College Student Male, 33 Married, Home Owner And consumers are embracing the proliferation of choices that online publishers offer in forms of Web and Newsletter content. Male, 28 Single, Rents Female, 41 Single Mother Copyright 2009, Datran Media Corp. All Rights Reserved
  11. 11. Is email advertising an acceptable exchange for free content supplied by your favorite sites? Yes No
  12. 12. Challenging Times Copyright 2009, Datran Media Corp. All Rights Reserved
  13. 13. Omniture, June 2009 # of Examiners Omniture, June 2009 Our Growth: Why? Copyright 2009, Datran Media Corp. All Rights Reserved
  14. 14. What is Examiner.com? <ul><li>Launched April, 2008 </li></ul><ul><li>A Network of 90 Local Market Content Websites </li></ul><ul><li>Growing to 120 markets by September </li></ul><ul><li>Examiner.com Content Covers 24 Channels </li></ul><ul><li>Building the Largest library of local interest articles </li></ul><ul><li>Over 13,000 Examiners Contribute Content </li></ul><ul><li>Fully and continually vetted </li></ul>Copyright 2009, Datran Media Corp. All Rights Reserved
  15. 15. Examiners are independent credible Experts , who are knowledgeable community insiders that create compelling local content “ Examiners want to share what they know about their communities” Copyright 2009, Datran Media Corp. All Rights Reserved
  16. 16. Copyright 2009, Datran Media Corp. All Rights Reserved
  17. 17. The Challenge For Examiner.com Connecting Madison Avenue & Main Street Around Common Local Passion Copyright 2009, Datran Media Corp. All Rights Reserved
  18. 18. Now more then ever consumers are seeking a sense of connection with brands and local business as a means to help them make sense of their daily lives… Copyright 2009, Datran Media Corp. All Rights Reserved
  19. 19. S ervice U tility V alue How Is Examiner.com Getting There? Data Targeting + Audience = Copyright 2009, Datran Media Corp. All Rights Reserved
  20. 20. Would you pay a subscription fee to eliminate ads sent to you via email? Yes No
  21. 21. We provide uplifting content to improve your life and the world. 93% of users report feeling better after visiting Beliefnet -Nielsen NetRatings Copyright 2009, Datran Media Corp. All Rights Reserved
  22. 22. About.com listed Beliefnet as one of the Coolest Websites of 2008 . The criteria stated that sites must evoke emotion and be memorable and stimulating. Beliefnet was chosen specifically because it provides &quot;something deep for everyone.&quot; Leading authority on spiritual information for the major US news organizations . <ul><ul><li>WEBBY Awards 2008 </li></ul></ul><ul><ul><li>People’s Voice Winner </li></ul></ul><ul><ul><li>Official Nominee, Religion & Spirituality Category, 2007 </li></ul></ul><ul><ul><li>Official Honoree, Best Practices for Overall Web Excellence, 2007 </li></ul></ul><ul><ul><li>2008 Online Journalism Awards Winner for Online Commentary (Large Site) </li></ul></ul><ul><li>ASME National Magazine Awards Finalist &quot;General Excellence Online“ </li></ul><ul><ul><li>2002, 2004, 2006, & 2007 </li></ul></ul>Editorial Awards Copyright 2009, Datran Media Corp. All Rights Reserved
  23. 23. Source: All Nielsen NetRatings, 1 DoubleClick Copyright 2009, Datran Media Corp. All Rights Reserved <ul><li>73% Female, 27% Male </li></ul><ul><li>Age 35+: 92% </li></ul><ul><li>College: 81% </li></ul><ul><li>HHI $50K+ 56%; $100K+ 23% </li></ul>
  24. 24. 27 Editorial Newsletters with topics ranging from Inspiration to health to spirituality and more. Copyright 2009, Datran Media Corp. All Rights Reserved
  25. 25. <ul><li>Quickly iterate design, content, layout to continually improve product </li></ul><ul><li>Ability to showcase more relevant content on site </li></ul><ul><li>Connect user with sponsor throughout </li></ul>Newsletters Copyright 2009, Datran Media Corp. All Rights Reserved
  26. 26. Newsletters – How to Get There Content/Layout Optimization; Subject Line Testing Copyright 2009, Datran Media Corp. All Rights Reserved
  27. 27. Newsletters – How to Get There Acquisition of quality, engaged subscribers Copyright 2009, Datran Media Corp. All Rights Reserved
  28. 28. Copyright 2009, Datran Media Corp. All Rights Reserved High performing targets include entertainment, finance, insurance, health, online education, online dating. 10M opt-in email subscribers
  29. 29. Partner Mail Copyright 2009, Datran Media Corp. All Rights Reserved <ul><li>Increase relevancy of offers to users </li></ul><ul><li>Increase advertiser performance </li></ul>
  30. 30. Partner Mail <ul><li>Responder lists & follow up campaigns </li></ul><ul><li>Additional demographic and behavioral data </li></ul><ul><li>Creative testing </li></ul>Copyright 2009, Datran Media Corp. All Rights Reserved
  31. 31. The Future is Now… <ul><li>Increasingly targeted email </li></ul><ul><li>Email in the social inbox </li></ul><ul><li>RSS </li></ul><ul><li>Widgets </li></ul><ul><li>Targeted cross-platform advertising </li></ul>Copyright 2009, Datran Media Corp. All Rights Reserved
  32. 32. Copyright 2009, Datran Media Corp. All Rights Reserved Have you ever clicked on a magazine or newspaper link in Twitter? Yes No
  33. 33. Some Recommendations <ul><li>Embrace Free and the ‘Freemium’ Model </li></ul><ul><li>Embrace Social Media like Twitter, Facebook </li></ul><ul><li>Monetize your Newsletter Inventory </li></ul><ul><li>Encourage Site Registration and Audience Measurement </li></ul><ul><li>Don’t Give Away Ad Space to Protect Print </li></ul><ul><li>Create Vehicles for Your Advertisers, like Communities </li></ul><ul><li>Drive Site Commenting and Interaction to Drive Page Views </li></ul><ul><li>Be as Local and Topical as You Can Possibly Be </li></ul>Copyright 2009, Datran Media Corp. All Rights Reserved
  34. 34. Thank You! ? ! Q and A s Copyright 2009, Datran Media Corp. All Rights Reserved
  35. 35. For More Information on Monetization…. WWW.DATRANMEDIA.COM 888-494-4ROI [email_address] Copyright 2009, Datran Media Corp. All Rights Reserved

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