How to advertise your business online You may have begun to think about advertising your business online. You may or may not know a lot about how to get your advertising message online. It is our goal to educate you how online advertising works. This presentation is designed as a quick reference. For more information please contact a FayObserver.com media consultant. <ul><li>This primer will describe the following: </li></ul><ul><li>Why you should advertise online </li></ul><ul><li>How online traffic is measured </li></ul><ul><li>How to get your ad online </li></ul><ul><li>Standard Online Ad Sizes (I.A.B.) </li></ul><ul><li>Unique Online Opportunities </li></ul><ul><li>Key Terms </li></ul><ul><li>Reach, Frequency, Cost-Effective </li></ul><ul><li>Testimonials </li></ul>
Why advertise online? Thoughts from Earl Cox - Martin Agency Independent consumer research shows that newspaper advertising is a “destination” for many consumers, not a distraction to be avoided. For them, advertising is a desired part of the content. You might even say it’s the original branded content. In the language of the Internet, it’s opt-in advertising in an opt-out world. When you combine readership (not just paid circulation) of the core product and niche publications with unique visits to newspaper Web sites, newspaper media are growing at a double-digit rate —diversification and growth that will surprise many advertising decision makers.
Why advertise online? Reaching Consumers When and Where They Want “ Newspapers have broadened their reach by growing their audience’s news consumption from a print-only readership to an online edition, knowing that internet savvy users are sometimes only consuming news online.” Charles Buchwalter, VP Client Analytics, Nielsen/NetRatings Profile of an Online Newspaper User 91% recently shopped online 89% recently bought online 71% are online daily at work 63% check news daily 68% have home broadband 90% are employed 65% recently checked classifieds online <ul><ul><li>Mean Age: 38 54% College Educated </li></ul></ul><ul><ul><li>HH Income: $73,200 </li></ul></ul><ul><ul><li>Hours Online/Week: 19 </li></ul></ul>Source: MORI - Profile of Power User 2006
We’re not RE-INVENTING The Wheel! Advertising Online is very similar to advertising in traditional media (TV, Radio, Print) It’s still all about getting your advertising message out in front of the readers or viewers. That message should have a call-to-action or be a “keeping your name out there” ad. As people read the news each day, you can get your message out in front of them, and get them on your website AND in your store/location. We can uniquely target potential customers in a variety of ways on FayObserver.com. This is a benefit to you the advertiser because it allows you to invest your advertising dollars towards your potential customers.
How Online Traffic Is Measured We encourage advertisers to delete the term “HITS” from their web vocabulary! Every time any information is accessed from a server, such as a file, graphic, image, logo, type, hyperlink, - a hit is recorded. On the FayObserver.com home page, we might record up to 80 hits as one page loads for one reader. HITS ARE NOT PEOPLE! More important to you is who is reading the site! A website reporting hits as traffic is like a newspaper reporting how much ink they use to print a newspaper for a count of readers. Standard Internet Traffic Metrics Monthly Visits : Each time a reader comes to the site it is recorded as a visit. Unique Visitors : (Also known as different readers) This is the most important measurement for online traffic. This metric tells you, the advertiser, how many different people you can reach with your message. If a user has visited in the past 30 days, then that visitor is not counted again as another unique user. This metric reports how many different readers a site has. Example: A reader visits the site each day of the month. That reader is still only counted as 1 unique visitor for the month. FayObserver.com reaches over 297,252 unique visitors each month.(May 2007 24/7 Real Media) Page Views : When a reader views (1) web page it is recorded as (1) page view. FayObserver.com averages 3,185,066 page views each month.(May 2007 24/7 Real Media)
Online Traffic Examples: Joe Smith visits FayObserver.com twice a day, everyday of the month. He looks at an average of 10 pages per visit. MONTHLY VISITS 60 This number tells us simply how many times people come to the site. Because Joe visited twice a day everyday of the month he is counted as 60 monthly visits (2 times per day X 30 days in a month = 60 visits) UNIQUE VISITOR 1 Joe is counted as ONLY (1) unique visitor for the entire month. Despite the fact that he visited the site 60 times, he is only counted once. (1 time per 30 day period = 1 unique visitor) PAGE VIEWS 600 Joe looked at 10 pages per visit. (10 pages per visit times 2 visits per day times 30 days in a month = 600) REMEMBER THE READER IS ONLY COUNTED ONCE AS A UNIQUE VISITOR PER 30 DAY PERIOD We truly reach 297,252 DIFFERENT people each month.(May 2007 24/7 Real Media)
WHAT MATTERS TO ADVERTISERS! PEOPLE! How many people will I reach by using this advertising medium? PRINT: Circulation, which is total number of newspapers purchased and subscribed to. The Newspaper Association of America (NAA) states that 2.2 people read each newspaper 63,000 Daily Circulation (May 2007) 63,000 x 2.2 = 138,600 total readers (people) RADIO: For radio, it’s average quarter hour ratings , by daypart. It only matters how many people are listening when an ad runs. WKML is the top radio station in the Cape Fear Region. They reach 26,000 total listeners (people) on AQH ONLINE: Unique Visitors. This metric tells you how many different (non-replicated) people have visited a website. A reader is only counted once per 30-day period, no matter how often they visit the site. FayObserver.com reaches 297,252 unique visitors (different un-replicated people) Listeners, Viewers, Readers, Unique Visitors all = Different readers
How to get your ad online Rotational Advertising Most online advertising is placing your advertising message on a site and rotating it throughout the site or sections of the site.The online ads are impression or viewer based . An impression is every time a reader views your ad while on the site. Online ads are guaranteed ad views. When you purchase an online ad campaign, you are purchasing the number of times you want your ad to be viewed! Rotational Advertising on FayObserver.com allows advertisers to reach the broadest audience possible throughout a newspaper website. Like digital billboard, advertisements ‘rotate’ with other advertisements in set (IAB Standard) positions. Run-of-Site Campaigns Most campaigns are Run-of-Site (ROS). Similar to a ROP (Run of Paper) campaign in the print newspaper. Your ad will literally rotate throughout the site. The advantage of ROS campaigns is that the advertiser can reach the broadest audience and get frequency with their message by getting it out in front of the readers potentially several times per visit. Targeted Campaigns We create online campaigns that deliver your advertising message often as you like to your targeted audience. Additionally, you may target your ad to several specific sections of the site. Technology on your Side Advertisers of radio and TV understand that when you purchase advertising on those mediums you are never guaranteed how many times your ad will be viewed/listened to. People flip stations during commercial breaks and with TIVO/DVR can actually fast forward past your TV spots. With online, advertisers actually purchase how many times they want their ad to be viewed.
I.A.B. Standard Ad Sizes/Positions There is an industry standard across the world for ad sizes/positions developed by the Interactive Advertising Bureau (IAB.net). IAB standard sites use IAB standard ad sizes, and place those ad units in specific locations on a web page. On FayObserver.com, we follow Interactive Advertising Bureau standard ad sizes: (1) Skyscraper (160x600 pixels) appears along right-hand side of pages (2) Medium Rectangle (300x250) appears on the home page and inside of all editorial content. (this ad size can be used to place your TV ad on FayObseerver.com) (3) Leaderboard (728x90) appears at top and bottom of all pages except home page 3 NOTE: Leaderboards (728x90) appear at top AND bottom of all pages except home page. 1 2 3 3 There is an industry standard across the world for ad sizes/positions developed by the Interactive Advertising Bureau (IAB.net). IAB standard sites use IAB standard ad sizes, and place those ad units in specific locations on a web page. On vindy.com, we follow Interactive Advertising Bureau standard ad sizes: (1) Leaderboard - (728x90 pixels) appears at the top of pages (2) Skyscraper (120x600) appears along the right-hand side of pages (3) Medium Rectangle (300x250) appears on the home page and inside of all editorial content. (this ad size can be used to place your TV ad on vindy.com) The ads are used to promote company product(s), create or improve brands, or initiate immediate response through a call-to-action message. All ads are linked to the advertiser’s web site – giving advertisers the opportunity to explain their message beyond the advertisement. Most online ads are animated or interactive to use the audio and/or visual power of the web. Ads appear 24/7 too! Rotational advertising on sites are priced on a cost per thousand impressions (CPM) basis and discounts are available for volume purchases.
Building an Online Campaign FREQUENCY, FREQUENCY, FREQUENCY! Those words are important for any advertising campaign. For online ad campaigns, it is important to create a campaign that can deliver your advertising message with enough frequency so that it can make an impact on readers and call them to action (come to our store for this specific special, visit our site to order online now, etc). When creating a campaign you first select which ad size(s) you will use. You can use all 3 if you choose. Each time your ad is displayed in front of a reader it is an impression (also known as guaranteed ad view). You build your campaign based on how many times you want your ad to be viewed during a period of time and to whom you want your displayed in front of. You may target your ads so that they only appear in front of your desired audiences. Get your message out in front of your relevant audience. If you choose to do a skyscraper campaign, your ad will appear on right-hand side of FayObserver.com pages. It will rotate in that spot throughout the site and display the ad X number of times based on how many impressions you choose. Based on our traffic, we can recommend an amount of frequency that is suitable for your campaign goals. One amount may be necessary for reaching the entire market. A lesser amount may be needed if run a targeted campaign.
Unique Online Opportunities Run-of-Site: Maximum reach. Run-of-Site advertising gives you major bang for your advertising buck. Your ads will rotate throughout FayObserver.com & Carolina-Trader.com – increasing your company's brand awareness. Section & Interior Site Advertising: Reach your target audience. Advertising in sections related to your business is a great way to target active users. Demographic Targeting: Target our readers with your advertising message. Target by zip code, time of day, and section of site. E-mail Marketing: Advertise or sponsor on our daily FayObserver.com News Update opt-in newsletter. Our lists are entirely permission based, containing only the e-mail addresses of self-selected readers, ensuring an active, engaged audience views your advertising message. Real Estate, Auto & Employment: Connect with Cape Fear region buyers and sellers. Reach job seekers who are actively and passively looking. Each of these focused sites gives you a variety of options, from listings to integrated advertising and multimedia opportunities. COMING SOON! Online Business Directory: Advertise in specialized directories targeted at specific segments of the Cape Fear region. Your featured business listing priority sorts your business ahead of all basic listings and can include your logo, link to your website, email, reviews & ratings, blogs, and much more. COMING SOON! E-Commericals : E-Commercials are dynamic, online, multimedia presentations that feature professional narration, images/photos, music plus web site and email links. Coupons : Advertisers have an opportunity to have their special offers online everyday. Coupons have campaign tracking software that provide you with feedback on the use of your offer. Webcasts/Podcasts: The Cape Fear region's first online TV newscast. Sponsor daily newscasts and/or place your television ads inside the newscast.
Key Online Terms So you’re ready to dive into the World Wide Web? Let us help you understand some new terms of interest: Banner -(Online Display Ad) One of the many forms of online advertising. In a newspaper it's called an ad space; on TV it's called a commercial. Banner Rotation - Refers to an online banner advertisement being placed into a rotation with other online ads. Content - Refers to the articles, information, photos, audio & video files that make up a web site. Hit - An imprecise term referring to the number of computer files (file, graphic, image, logo, type, hyperlink advertisements) sent to a viewer's computer. One page could represent 50 hits. For this reason, hits are NOT a valid standard to determine the traffic of a web site. Home Page - Is the first page of a web site (when someone has multiple pages, the home page is the first thing that will be shown on your browser). ISP - Internet Service Provider. An ISP is a company that gives you the connection to the network of computers so that your computer has the ability to communicate with other computers (example: Embarq, Road Runner, AOL, etc) Text Link - Another popular way of promoting a web address. A text link is simply a word or group of words linked to another web address. Traffic - People who visit a web site are said to be traffic, the same way that a newspaper user is considered readership. URL - Universal Resource Locator, also referred to as a Domain Name. Simply put it's a web site address. (example: http://www.FayObserver.com; www.carolina-trader.com). Web Site - A web site can consist of a single page or thousands of pages, depending on how in-depth you want to get (FayObserver.com consists of thousands of web pages). Once you type in a company's web address or URL it will direct you to your destination (not much different than dialing someone's phone number).
Advertiser’s 3 Best Friends! There are 3 factors you should consider when placing an advertisement with any medium. Online newspaper websites are well suited to deliver. REACH - It’s important to reach the maximum audience with your advertising message. With FayObserver.com you can reach the biggest mass audience in the market --more than 297,252 unique adults each month! (May 2007: Real Media 24/7) FREQUENCY - Frequency is the number of times your advertising message is delivered over a period of time. National research studies demonstrate the concept of effective reach. We know that often it takes us more than one exposure to an ad to respond. FayObserver.com designs programs tailored to your frequency objectives. COST-EFFECTIVE - “How much will this cost me?” You’ve probably asked this question before. FayObserver.com is not only bigger than the rest - but best in cost-value analysis. FayObserver.com has been helping businesses for years reach their marketing goals.
Make an Impression! Advertiser ads are used to promote company product(s), create or improve brands, or initiate immediate response through a call-to-action message. All ads are linked to the advertiser’s web site – giving advertisers the opportunity to explain their message beyond the advertisement. Most online ads are animated or interactive to use the audio and/or visual power of the web. Ads appear 24/7 too! Rotational advertising on sites are priced on a cost per thousand impressions (CPM) basis and discounts are available for volume purchases. Run-of-Site or Targeted Campaigns? Using both in an appropriate mix can help you reach a desired audience as well as a broad audience. Run-Of-Site Run-of-Site campaigns are great for reaching the broadest audience. We can help you get your message out in front of people throughout the site. The ads will essentially ‘follow’ the reader around the site giving you a chance to get your message out in front of them potentially several times per visit. Targeted You know your target audience better than anyone. If you customer base is a specific group of people, we can help you target them with your message. We can target by sections of the site and time of day (daypart) currently. More targeting will become available soon. ABOUT OUR RATE CARD Our rate card is a BULK Impression Contract. It is designed to be very similar to the print rate card with their BULK INCH CONTRACT. Advertisers can plan out their year and decide how many impressions they need for the year and buy in bulk. Buying in bulk gives the advertiser discounts off the rate card. CPM stands for Cost per Thousand Impressions. Most Online advertising is priced with this method.
Get Online Today! For a FREE consultation or to request a FayObserver.com media kit, please contact: FayObserver.com Curt Arnold PH: (910) 486-2741 [email_address] T o request this full presentation, please email me @ email@example.com