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Associated: Creative Opportunities Oct 07
 

Associated: Creative Opportunities Oct 07

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Another example of the kind of thing I was involved in over at Associated at a time when we were shaping the Advertising opportunities across all of the main sites.

Another example of the kind of thing I was involved in over at Associated at a time when we were shaping the Advertising opportunities across all of the main sites.

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    Associated: Creative Opportunities Oct 07 Associated: Creative Opportunities Oct 07 Presentation Transcript

    • AND Ad Network Creative Advertising Opportunities ** Winner of the AOP Online Publisher 2006 Consumer Award
    • About us Over 60 sites, reaching 8.4 million UK Online adults 26.3% UK Online Penetration « view previous slide
    • Associated Northcliffe Digital – AD Network « view previous slide
    • Placing AND Ad Network ahead of... Total UK UV’s % Reach UK pop. 8,379 26.3% 7,544 23.6 % 7,396 23.2 % 6,601 20.7 % 6,456 20.2 % 6,431 20.1 % 6,405 20.1 % 6,309 20.1 % Sources:Comscore Aug 07 « view previous slide
    • Growing from strength to strength The AND Ad Network has seen unique users increase by 63% since launch With an ongoing program of site development and improvement 9,000,000 in place as well as a powerful marketing operation the AND Ad Network will only continue to grow. 8,000,000 7,000,000 6,000,000 5,000,000 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Sources:Comscore Aug 07 Aug-07 « view previous slide
    • Positioning ourselves ahead of a Standard Sales House AND Commercial Standard Sales House • Advertising Solutions  • Advertising Solutions  • Creative Solutions  • Creative Solutions  • Commercial Partnerships  • Commercial Partnerships  • Agency Sales  • Agency Sales  • Publisher Services  • Publisher Services  • Design Services  • Design Services  « view previous slide
    • Advertising Formats Examples of AND advertising opportunities ** Winner of the AOP Online Publisher 2006 Consumer Award
    • Contents Standard ad formats Creative formats Integrated opportunities including large formats including video streaming • Sponsorship • Advertorial • Banners • Overlays • Microsite • Advertorial with • Skyscrapers • Top Page Wrap • Guest Channel Competition • MPU • Pre-Rolls • Tenancy • Bespoke Advertorial • Buttons • Page Peels • Roadblock • Bespoke Competition • Roadblock • Section Theme • Countdown Clock • Page Wash Standardised ad units that normally run Ad formats that can include unique placement Advertising solutions such as Advertorials, across the top, bottom or right hand side of or advanced interactivity and audio visual Microsites and Sponsorship opportunities enable the page. These can be used to effectively capacities used by advertisers to engage their advertisers to integrate themselves as closely as communicate brand values and/or direct customers and build their brands. possible with ANDs premium editorial. users to a client website. Other opportunities Creative showcase More information • Cross-media Campaigns • Sure For Women • Cunard • About us • Behavioural Targeting • Random House • Samsung • Case study • Solus Emails • LOréal • Capital One • Advertising specifications • Newsletter Sponsorship • Capital One Card • Apple • Ad formats by site • Advertising Effectiveness Research • EMI Music • LOréal - Garnier • Contact us • Keyword Targeting • Standard Life • Budget Car Insurance The strength of our offline and online brands View some of the ingenious ways leading For more information please telephone are combined in cross-media campaigns, advertisers have taken advantage of the 020 7752 8989 or speak to your while services such behavioural targeting and immense range of flexible creative opportunities sales representative. effectiveness research, not only provide available on the AND Advertising Network. advertisers with an excellent opportunity to reach a wide and relevant audience but also help advertisers understand the full impact of their campaigns. « view previous slide
    • Standard advertising formats Banners Skyscrapers MPU • Standard Banner • Standard Skyscraper • Standard MPU • Leaderboard • Super Skyscraper • Expandable MPU • Expandable Banner • Expandable Skyscraper • Video MPU • Half Banner Skyscrapers are a popular creative that Banners are an extremely popular format appear down the right hand side of the An MPU is a large box integrated within the that is generally positioned at the top, or page. Due to their sheer size, this format page to offer a prominent advertising bottom of the page. Banners can take provides an excellent vehicle to increase position. Clients can utilise MPU‟s for rotating images or flash creatives. They are user awareness and promote brand increased interactivity, via flash or video effective in directing users to advertiser perception. Skyscrapers can take rotating files. A highly effective format providing websites. images and flash. standout. View Banner information here » View Skyscraper information here » View MPU information here » Buttons Roadblock Ad Specifications Includes the following placements • Advertising Specs (Appendix 1) • Standard Button • Large button • Standard Banner • Advertising formats by site • Standard Skyscraper (Appendix 2) • Standard MPU The purpose of this document is to act as a guide to what is available on the AND Buttons are smallest format, they can also be Roadblocks offer a superb way of “owning” network to our advertisers. We aim to deliver known as “badges or hotspots”. Buttons can every standard ad position on a given page the best of the internet and its unique include rotating images or flash. Due to their or channel. This exclusivity ensures creative possibilities, whilst optimising the unique size, buttons work well when maximum impact for an advertiser, which user experience and encouraging the viewer incorporating within a specific project or encourages response rates. Roadblocks to engage. campaign. include banners, sky and MPU format. View Button information here » View Roadblock information here » All advertisements are subject to AND‟s approval prior to placement. « view previous slide
    • Banners Standard Banner Leaderboard View advertising specs » View advertising specs » View site listing » View site listing » Expandable Banners Half Banner View advertising specs » View site listing » View advertising specs » View site listing » « view previous slide
    • Skyscrapers Standard Skyscraper Super Skyscraper Expandable Skyscraper View advertising specs » View site listing » View advertising specs » View site listing » View advertising specs » View site listing » « view previous slide
    • MPU Standard MPU Expandable MPU View advertising specs » View site listing » Video MPU View advertising specs » View site listing » View advertising specs » View site listing » « view previous slide
    • Buttons Standard Buttons Promotional Button View advertising specs » View advertising specs » View site listing » View site listing » Square Button View advertising specs » View site listing » « view previous slide
    • Roadblock Banner, Skyscraper and MPU Placement View advertising specs » View site listing » « view previous slide
    • Creative formats Overlays Top Page Wrap View advertising specs » View advertising specs » View site listing » View site listing » Pre-Rolls Page Peels View advertising specs » View advertising specs » View site listing » View site listing » « view previous slide
    • Integrated opportunities Sponsorship Advertorial Advertorial with competition Channel Sponsorship enables the advertiser A Standard Advertorial allows an advertiser Advertorials with an added competition feature to integrate within the site and build an to fully integrate with AND‟s premium are supported by site promotional text links associated trust with our editorial content. editorial in the “look & feel” of the parent and traffic driving creative where possible. Advertisers can add key messages or website, with advertiser objectives front of promotion and place these within prominent mind. positions within the format. Advertorials are an ideal vehicle for Channel sponsorship also allows advertorial creating maximum standout. copy to be placed on the site that offers the perfect advertising solution to many client campaigns. View Sponsorship example here » View Advertorial example here » View Advertorial Competition example here » Bespoke advertorial Microsite Bespoke competition Bespoke advertorials are created in the A Microsite is a series of bespoke editorial Bespoke designed pages with competition “look & feel” of the parent website, with pages built purposely for the advertiser. element and data capture relating specifically to advertiser objectives front of mind. Designed in the “look & feel” of the advertisers product or service. Advertorials are an ideal vehicle for editorial, microsites are written and creating maximum standout. designed to communicate advertising messages in a bespoke environment. Microsites can be between 2-6 pages and offer links and buttons dedicated to the advertiser to achieve maximum brand awareness and complete interaction. View Bespoke Advertorial example here » View Microsite example here » View Bespoke Competition example here » More Integrated Opportunities » « view previous slide
    • Integrated opportunities (cont.) Guest channel Tenancy Roadblock This is a bespoke service whereby we can A tenancy allows an advertiser to own a Roadblocks offer a superb way of “owning” create a unique channel full of relevant fixed placement on a site for a predefined every standard ad position on a given page or content for any advertiser or product, and period. Rather than buying on a CPM, CPC channel. This exclusivity ensures maximum design all of the content and images. A etc. advertisers can pay a fixed cost for the impact for an advertiser, which encourages bespoke channel generates extensive page period, irrelevant of how many impressions response rates. Roadblocks include banners, impressions and can include sponsorship are delivered. sky and MPU format. placements as well as standard advertising positions. View Guest Channel example here » View Roadblock example here » Section theme Countdown clock Page wash Section Themes are page templates that can A bespoke clock that sits on the masthead near A bespoke service, where the background of be manipulated to match an advertisers to the logo at the top of the page. The digital the advertisers page is turned into a different particular colour theme or brand. This clock can be used to countdown time to a colour to match the content of their campaign enables an advertiser to integrate closely certain event such as close of a competition or strategy, thus creating a colour match. with the content, whilst securing maximum a New Year starting. Countdown Clocks visibility for a campaign. The sponsor owns generate massive page impressions. all positions within the section and various customisable options are available. « view previous slide
    • Other opportunities Cross-media campaigns Behavioural targeting Solus emails Cross-Media campaigns provide an excellent Behavioural Targeting enables advertisers Solus emails are commercial messages sent to opportunity to reach a wide audience with to target specific consumers across the individual subscribers. This is a highly targeted specific interest by coupling the strength of entire AND portfolio, based on actual way for advertisers to achieve a well-defined our offline and online cross-media behaviour. audience that is entirely appropriate to a campaigns. A format such as this improves client specific project or campaign. Having interactivity online with status and return on investment and allows the success offline creates a fantastic platform advertiser to monitor response, which in to run hugely successful promotions. turn reduces wastage. Standard formats and text links are designed to drive users to a branded editorial page that is designed to look and feel like a parent website. Newsletter sponsorship Advertising Keyword targeting AND send out regular newsletters covering a effectiveness research There are many ways to tailor ads and host of various topics to individual advertising campaigns to maximise income and subscribers. The Newsletter sponsorship minimise costs. The more targeted and timely Online activity and spend is on the rise, and campaign covers items like Health, Showbiz that traffic, the higher the probability of this means advertisers are keen to monitor or Horoscopes and will target an audience making a sale to those visitors. the impact their online campaigns or that is entirely appropriate to a specific AND can send you the targeted visitors that promotions had on the consumer market. project or campaign. you need - and we make it affordable and cost Advertising Effectiveness Research allows Newsletters offer the advertiser a banner, effective for you to do so! Our ad formats are studies to show the advertiser the effects of skyscraper and 30 words of text. targeted to keyword topic areas and searches. their brand perceptions and purchase. This format is also helpful in allowing consumers to rate the creative, which again proves crucial to clients when placing future campaigns. « view previous slide
    • Creative showcase Examples of AND advertising opportunities ** Winner of the AOP Online Publisher 2006 Consumer Award
    • Creative Showcase - Contents Sponsorship Advertorial Advertorial with Advertiser: Sure for Women Advertiser: Random House competition Advertiser: LOréal View example here » View example here » View example here » Bespoke Competition Bespoke Advertorial Video Advertorial Advertiser: Capital One - Cashback Card Advertiser: EMI Music Advertiser: Standard Life View example here » View example here » View example here » Microsite Guest Channel Roadblock Advertiser: Cunard Advertiser: Samsung Advertiser: Capital One View example here » View example here » View example here » Pre-roll video format Rich media format Top page wrap Advertiser: Apple Advertiser: LOréal - Garnier Advertiser: Budget Car Insurance View example here » View example here » View example here » « view previous slide
    • Creative Showcase Sponsorship Advertiser: Sure for Women A sponsorship module was used to highlight Sure‟s new “Lifestyle Essential” The ultimate deodorant for women. Sure aimed their module at the female orientated channels as the click-through was encouraged by a unique and high-end fashion give-away. Showcase contents » « view previous slide
    • Creative Showcase Advertorial Advertiser: Random House An advertorial was used to promote awareness of their new publication by Author John Grisham. Exit links were placed within the body of copy to allow users to click through to order their own copy. Showcase contents » « view previous slide
    • Creative Showcase Advertorial with competition Advertiser: LOréal L‟Oreal used our advertorial opportunities to promote a competition where users can interact with their website by producing creative competition entries for a chance to win a range of exciting prizes. This consisted of a strategically placed advertorial competition and promotional boxes that were fully integrated with female, health and showbiz related channels. Showcase contents » « view previous slide
    • Creative Showcase Bespoke Competition Advertiser: Capital One - Cashback Card A fun and inviting way to encourage users to return to the website and generate multiple impressions. The idea was to create a game based on users building a high score. The winner, being the highest score, received £5000 credit on a new Capital One credit card. Showcase contents » « view previous slide
    • Creative Showcase Bespoke Advertorial Advertiser: EMI Music Bespoke pages designed to highlight EMI‟s featured artist. This worked perfectly for promoting the artist‟s new album by providing MP3 snippets for users to listen to. Showcase contents » « view previous slide
    • Creative Showcase Video Advertorial Advertiser: Standard Life The This is Money video advertorial enabled Standard Life to communicate the benefits of their Freestyle range of Mortgages with a relevant audience demographic. The video format provided an engaging environment that enabled the client to not only showcase the Standard Life brand, but also connect with the user in an interactive environment. Showcase contents » « view previous slide
    • Creative Showcase Microsite Advertiser: Cunard The idea here was to increase awareness of the new cruise liner, Queen Victoria. To promote the new high tech build whilst retaining the knowledge of its charm and original character. Idea‟s behind the campaign was to try and introduce younger clientele to cruise holidays. Showcase contents » « view previous slide
    • Creative Showcase Guest Channel Advertiser: Samsung A guest channel was the perfect option for Samsung as their aim was to promote their new model in as many different ways as possible, giving maximum exposure and massive impressions. Showcase contents » « view previous slide
    • Creative Showcase Roadblock Advertiser: Capital One Offered a superb way of “owning” every standard ad position on a given page or channel. Having a visually appealing ad meant a roadblock was the perfect choice to create impression. Showcase contents » « view previous slide
    • Creative Showcase Pre-roll video format Advertiser: Apple Apple used our Pre Roll Video Format to showcase their latest products. This created a high impact creative and increased brand awareness by showing details of the new product currently being marketed. Showcase contents » « view previous slide
    • Creative Showcase Rich media format Advertiser: LOréal - Garnier Expandable ad campaign that invited users to "Unleash your creativity”. This ad unit brings engaging interactivity by giving the user the tools to be able to create an artistic design within the ad itself and then sending it to the Garnier Fructis „Style Creates website for showcasing and competition entry. Showcase contents » « view previous slide
    • Creative Showcase Top page wrap Advertiser: Budget Car Insurance This advertiser launched a new „green‟ product and were looking for an original concept that would guarantee maximum standout and exposure. The Page Wrap ensured ownership of the page and strengthened the brand association. Showcase contents » « view previous slide
    • Case study AND‟s dating sites successfully drive Results Summary launch of new “Hot Stuff” pizza AND‟s Ad Solutions team, with the help of Loopylove and Girlsdateforfree successfully Campaign demonstrates online independent specialists measured the branding shifted key branding metrics and supported ad effectiveness of AND‟s dating effectiveness of the online activity. overall brand marketing efforts. sites with a 224% increase in purchase behaviour following The campaign successfully reached the target audience of 18-34 year olds “The Dominos campaign • Robust sample sizes - 1,074 respondents campaign confirms Background • Average age group 28.3 that our family of dating brands provides AND‟s dating brands cater for all types of online an excellent platform dating from the serious relationships to fun chat. They are the UK‟s number one dating company with …and shifted key for brands to engage with consumers.” a 24% market share. This makes then a perfect place to reach a large receptive audience. branding metrics Kelly Brough, CEO Allegran • Spontaneous brand awareness increased by 19% The research in this instance was concentrated on 2 of the larger sites within the portfolio- Loopylove and • Campaign awareness increased by 134% Girlsdateforfree. • Purchase behaviour increased by 224% “We were extremely pleased with the results Campaign Objectives of our campaign on Loopylove and • Promote “Hot Stuff” Spontaneous 28.3% 19% Girlsdateforfree. • Change brand perception awareness 33.6% The campaign • Increase „call to action‟ successfully supported brand marketing Implementation Campaign 6.4% 134% efforts, and was a great fit for the Dominos Hot awareness Random respondents were recruited via a overlay 15.0% Stuff brand.” served on each site. Each overlay script captured cookies allowing us to identify those respondents who Gavin Reeder, Head of Digital were exposed to the campaign. From this a control Strategy, BLM Quantum 0.9% and exposed audience was achieved. Purchase 224% behaviour 3.1% At the end of the campaign both groups were Non-exposed Exposed For more information please telephone surveyed about their awareness and attitudes towards 020 7752 7400 the Hot Stuff brand and any lifts were attributed to the online campaign « view previous slide
    • Advertising Specifications (Appendix 1)ANDSpec Sheet All ads are subject to editorial approval AND Sites File Size Dimensions Timeout Additional Max Max total Expand Expand Audio: must Close button: initial Initial Initial This Max GIF rich ed ed Duration be user clearly visibleFormat DM TIM MET TIL TIF HAP rich width height is size (k) media width height (s) initiated on in top right media (pixels) (pixels) size (pixels) (pixels) mouse click corner size (K) (K)**Banner to Overlay Y Y Y Y Y Y Y N/A 15 100 468 60 400 300 20 Off as default Close buttonBanner Y Y Y Y Y Y Y 30 N/A 30 468 60 N/A N/A N/A Off as defaultExpand Banner Y Y Y Y Y Y Y N/A 30 45 468 60 468 300 20 Off as defaultLarge Banner Y Y Y Y N N Y 30 N/A 30 728 90 N/A N/A N/A Off as defaultLarge Expandable Banner Y Y Y Y N N Y N/A 30 45 728 90 728 300 20 Off as defaultSkyscraper Y Y Y Y Y Y N 30 N/A 30 120 600 N/A N/A N/A Off as defaultExpand Sky Y Y Y Y Y Y N N/A 30 55 120 600 350 600 20 Off as defaultLarge Skyscraper Y Y Y Y N N N 30 N/A 20 160 600 N/A N/A N/A Off as defaultLarge Expandable Sky Y Y Y Y N N N N/A 30 55 160 600 350 600 20 Off as defaultMPU Y Y Y Y Y Y N 30 N/A 30 300 250 300 500 N/A Off as defaultMPU to Overlay Y Y Y Y N Y N N/A N/A 100 300 250 300 500 N/A Off as default Close ButtonPopup Y N Y Y Y N Y 30 N/A 20 200 200 N/A N/A 20 Off as default Close buttonHalf-banner Y N Y Y N N N 15 N/A 10 234 60 N/A N/A N/A Off as defaultButton N Y N N Y Y N 15 N/A 10 120 90/60 N/A N/A N/A Off as defaultSubsite/Popup Behind Y Y Y Y Y Y Y N/A N/A 60 750 550 N/A N/A 20 Off as default Close buttonOverlay Y Y Y Y Y Y Y N/A N/A 30 350 350 N/A N/A 20 Off as default Close buttonOverlay to Banner Y Y Y Y Y Y Y N/A 30 100 468 60 400 300 20 Off as default Close buttonOverlay to Sky Y Y Y Y Y Y N N/A 30 100 120 600 400 300 20 Off as default Close buttonSky to Overlay Y Y Y Y Y Y N N/A 30 100 120 600 400 300 20 Off as default Close buttonToast Overlay Y Y Y Y Y Y Y N/A N/A 100 350 350 N/A N/A 20 Off as default Close buttonToast Popup Y Y Y Y Y Y Y N/A N/A 100 350 350 N/A N/A 20 Off as default Close buttonTransition Y Y Y Y Y Y Y N/A N/A 30 N/A N/A N/A N/A 5 Off as default Close buttonVideo Banner Y Y Y Y Y Y Y N/A 30 250 468 60 N/A N/A N/A Off as defaultVideo Button N Y Y Y Y Y N N/A 10 200 120 60 N/A N/A N/A Off as defaultVideo Overlay Y Y Y Y Y Y Y N/A 30 500 350 350 N/A N/A N/A Off as default Close buttonVideo MPU Y Y N N Y N N N/A 30 500 350 250 N/A N/A N/A Off as defaultVideo Skyscraper Y Y Y Y Y Y N N/A 30 300 120 600 N/A N/A N/A Off as default150x150 N N Y N N N N N/A 20 300 120 600 N/A N/A N/A Off as default** Large file sizes must be streamed All ads are subject to editorial approval « view previous slide
    • Advertising Formats by Site (Appendix 2) Site Banner Skyscraper Leaderboard LREC MPU Overlay Half Banner Tile Thisisnetwork 468x60 120x600 300x250 Allegran 468x60 120x600 Mail Online 468x60 120x600 728x90 160x600 300x250 350x350 234x60 Thislondon 468x60 120x600 728x90 160x600 300x250 350x350 234x60 Thisismoney 468x60 120x600 728x90 160x600 300x250 350x350 120x90 Metro 468x60 120x600 728x90 160x600 300x250 350x350 234x60 Homes & Property 468x60 728x90 350x350 120x90 Findaproperty 468x60 120x600 728x90 Thisistravel 468x60 120x600 350x350 Teletext 468x60 120x600 350x350 Max File Size 30k 30k 30k 30k 30k 30k 10k 8k « view previous slide
    • Associated Northcliffe Digital Northcliffe House, 2 Derry Street, Kensington, London W8 5TT Telephone: 020 7752 8989 Email: sales@and.co.uk * Click here to return to the contents page »* Winner of the AOP Online Publisher 2006 Consumer Award