Gawker Media Kit

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Gawker Media Kit

  1. 2. <ul><li>Founded in 2002, Gawker Media applies traditional publishing standards to web journalism. </li></ul><ul><li>Gawker has an historical stake in legitimizing the blog space for mainstream consumption. </li></ul><ul><li>Gawker’s 15 titles have a unique user base of 20 million users (Quantcast). </li></ul>The Facts
  2. 3. In January 2008, Gawker’s suite of 15 titles reached an unprecedented 248 million pageviews. The increase represents a 46% growth over December and a 130% swell over the past 12 months. Gawker Growth The Facts
  3. 4. In the News
  4. 5. New York Magazine Cover Story (October 2007) <ul><li>“ The system keeps getting stronger, a KGB of media gossip, a complex network of journalist spies and enforcers communicating via email and IM, until Gawker knocks print out of the box.” </li></ul><ul><li>- New York Magazine, October 2007 </li></ul>In the News
  5. 6. Moetaku Parody (November 2007) <ul><li>You know you’ve ‘made it’ when The Simpsons parody you. </li></ul><ul><li>We couldn’t have been more proud when Kotaku was spoofed by EA for the release of The Simpsons Game. </li></ul><ul><li>Imitation is the highest form of flattery after all! </li></ul>In the News
  6. 7. Top 100 Blogs (October 2007) <ul><li>Gawker Media is proud that 10 of our titles made PC Magazine’s Top 100 Blogs list. In fact, 7 of them are in the top 50! </li></ul><ul><li>Quotes: </li></ul><ul><li>‘ Deadspin is a refreshing take on a sports news blog.’ </li></ul><ul><li>‘ Beyond the scoops on the gadget news you crave, it’s the personality and quirkiness of Gizmodo that keeps us coming back.’ </li></ul><ul><li>‘ There are plenty of video-gaming blogs out there, but few are better than Kotaku.’ </li></ul>In the News
  7. 8. On Commenting (September 2007) <ul><li>“ Time might have nominated you as the Person of the Year, but Gawker Media, the publisher of such popular blogs as Gizmodo, Lifehacker, and Kotaku, is savvier: The company is making you into a contributor -- if you're a commenter, that is.” </li></ul>In the News
  8. 9. Gawker Titles
  9. 10. Quick Look: Gawker Geek vs. Gawker Chic • GAWKER GEEK: Focus on technology and consumption • GAWKER CHIC: Lifestyle and Entertainment coverage told in narrative style 15 Titles 200 Contributors 20 MM Uniques (Quantcast) SIZE Educated Age adjusted affluent Influential Core: Adults 18-34 AUDIENCE
  10. 11. <ul><li>The Gadget Guide: so in love with new toys it’s unnatural. </li></ul><ul><li>5.9 Million US Uniques (Quantcast) </li></ul><ul><li>Gaming gossip, cheats, criticism, design, nostalgia, and predictions. Don't go and get a life just yet. </li></ul><ul><li>2.6 Million US Uniques (Quantcast) </li></ul><ul><li>Makes getting things done easy and fun with life-altering tips and tricks for managing your information and time. </li></ul><ul><li>3.4 Million US Uniques (Quantcast) </li></ul><ul><li>Highlighting the goofs of modern consumerism -- and the latest hot deals, discounts, and freebies around. </li></ul><ul><li>1.7 Million US Uniques (Quantcast) </li></ul><ul><li>For the sleek freak, the car enthusiast of the new generation. </li></ul><ul><li>1.5 Million US Uniques (Quantcast) </li></ul><ul><li>Sports news on and off the field, whether athletes are being tackled, arrested, or lap-danced. </li></ul><ul><li>1.1 million US Uniques (Quantcast) </li></ul><ul><li>New in 2008! Strung out on Sci-Fi. io9 is bridging the gap between gawking and geeking out. </li></ul><ul><li>816K US Uniques (Quantcast) </li></ul>
  11. 12. <ul><li>NYC lifestyle and entertainment told by way of media industry narrative. </li></ul><ul><li>3.3 Million US Uniques (Quantcast) </li></ul><ul><li>Hollywood lifestyle and entertainment told by way of studio industry news. </li></ul><ul><li>1.7 million US Uniques (Quantcast) </li></ul><ul><li>Sex, greed, and hypocrisy in the Silicon Valley. </li></ul><ul><li>682K US Uniques (Quantcast) </li></ul><ul><li>Celebrity, sex, and fashion gossip without the airbrushing. </li></ul><ul><li>948K US Uniques (Quantcast) </li></ul><ul><li>Discerning but not snobby, Idolator will steer you in the direction of good songs and good artists. </li></ul><ul><li>221K US Uniques (Quantcast) </li></ul><ul><li>From the Beltway straight to your bandwidth, Wonkette gives political junkies their daily fix. </li></ul><ul><li>930K US Uniques (Quantcast) </li></ul><ul><li>Scouring the globe for the chic, this is the ultimate decadent urban travel guide. </li></ul><ul><li>354K US Uniques (Quantcast) </li></ul>
  12. 13. Media Offerings
  13. 14. Standard Media Offerings Skyscraper: 160x600 Expands: Right To 500x600 Splashbox: 300x250 Expands: Down/Left To 500x500 Interrupter: 728x90 Expands: Up/Down To 728x500
  14. 15. Custom Media: Roadblock with Skin <ul><li>• Standard Media units are surrounded with your branded look and feel, providing true ownership of the page. </li></ul><ul><li>Gawker’s dedicated design resources will work with you to make sure brand messaging is consistent with the desired look and feel. </li></ul><ul><li>These roadblocks can include the special panorama unit. (See next slide for details) </li></ul>PANORAMA UNIT
  15. 16. Custom Media: The Panorama <ul><li>Gawker’s Custom site skins are now even more customizable! </li></ul><ul><ul><li>Standard interrupter units can be replaced by a custom Panorama unit (980x250). </li></ul></ul><ul><ul><li>This highly interactive unit contains scrolling images that users will be able to click to bring them to other images or even other URLs. </li></ul></ul><ul><ul><li>Gawker Media will work with you to create the most impactful and exciting unit for your campaign. </li></ul></ul>
  16. 17. Gawker Media created a flash news ticker which dynamically pulled headlines through MSNBC’s RSS feeds. Custom Media: Dynamic News Ticker
  17. 18. Custom Integration: Sponsored Poll Gawker Media’s incredibly interactive users are always looking to state their opinion Sponsoring a custom poll is another way to integrate your brand into our editorial content while standing out at the same time!
  18. 19. Custom Integration: Contests Contests offer a direct way to engage the audience on any Gawker Media property. Readers were invited to create a Film Noir style short video, in which one actor was required to perform in multiple roles. This contest showcased the multitasking capabilities of the Intel Core 2 Duo processor.
  19. 20. Gawker Case Studies
  20. 21. Absolute Pear Campaign ABSOLUT <ul><li>Brand </li></ul>Gawker <ul><li>Client </li></ul>To increase awareness and purchase intent for ABSOLUT Vodka <ul><li>Campaign Objective </li></ul>Control respondents were weighted to match the exposed sample. Data was weighted on how often respondents drink vodka and gender <ul><li>Weighting </li></ul><ul><li>Gawker </li></ul><ul><li>Defamer </li></ul><ul><li>Deadspin </li></ul>Recruitment Sites 1/29/07 – 3/31/07 Recruitment Dates n= 3,446 (2,184 control; 1,262 exposed) Sample Size <ul><li>Sample Design </li></ul>Control-exposed methodology: Online interviews <ul><li>Methodology </li></ul>Adults 21+ <ul><li>Target Audience </li></ul>To test the effectiveness of the ABSOLUT campaign introducing the new pear flavored vodka <ul><li>Study Objectives </li></ul>
  21. 22. <ul><li>The results for this campaign are among the best ever seen . The fun nature of the brand, combined with the well-designed creative and the incredibly receptive audience on the sites were likely big factors in the success of this campaign. </li></ul><ul><li>Frequency of exposure (6 to 10 exposures) helped to increase brand metric levels </li></ul>Absolute Pear Campaign
  22. 23. + 9.6 pts ** + 5.7 pts ** + 11.8 pts ** + 5.6 pts ** <ul><li>Overall, the campaign was very effective at educating and persuading consumers </li></ul><ul><ul><li>Online ad awareness, association metrics and the difficult to increase Brand Favorability were all significantly increased as a result of exposure </li></ul></ul>Brand Metrics Absolute Pear Campaign
  23. 24. + 11.5 pts ** + 5.1 pts ** <ul><li>Only a few exposures were needed to significantly increase the awareness metrics, however, the metric levels were maximized after many exposures </li></ul><ul><ul><li>The strong campaign results may be a function of the high frequency levels as this is a very powerful variable </li></ul></ul>+ 9.7 pts ** + 7.7 pts ** + 6.2 pts ** + 6.9 pts ** + 9.7 pts ** + 16.2 pts ** Exposure Frequency: Brand Metrics
  24. 25. Gawker Statistics
  25. 26. Age and Gender Data
  26. 27. Education and Income Data
  27. 28. @Plan - Where & How Gawker Travels
  28. 29. @Plan - What Gawker Watches
  29. 30. @Plan - What Gawker Drives
  30. 31. @Plan - Gawker’s Web Activities
  31. 32. Summary <ul><li>Gawker Media can connect you with virtually any audience you need to reach. Our various sites each have a unique, loyal audience, and we have the tools at our disposal to engage them. </li></ul><ul><li>We have had great success promoting advertisers of all types, and continue to grow in reach every month. </li></ul><ul><li>There has never been a better time to work with us. </li></ul>

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