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Winstar mobile overview oct 13 mike maiorano

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  • 1. The Place for Media Brands Premium site‐specific representation, custom ad packages,  and superior service is the Winstar commitment Mobile Overview and Capabilities Submitted by Mike Maiorano
  • 2. Winstar Differentiators  We specialize in individual site representation for a short list of some of the  top local media brands and carriers in the market today  Direct sales agent for: AP Sports Digital Experiences, BigOven, Local Wireless  (+300 local TV stations), Local Inalambrico (+200 local Hispanic TV stations)  and many other select premium local content sites . . . plus carrier  relationships  Deep local content coverage across all markets  Inventory selection and user targeting filters  Custom ad packages and sponsorship programs  Premium inventory / guaranteed placement  Ongoing campaign optimization and re‐targeting  Integrated advertising solutions ensure maximum brand impact  Aggregate campaign performance to exceed client objectives
  • 3. Winstar Mobile Partners Univision Noticias  Built to support advertiser needs   High quality mobile‐optimized inventory  Covering every mobile channel  Guaranteed reach, placement and scale  Leveraging proprietary consumer data  Premium publisher sites  High‐impact Rich Media options  Multi‐faceted targeting options  Superior performance and in depth reporting
  • 4. Winstar Partners  +100M subscribers  and +1B pages per month  Multi‐layered targeting options  Proprietary user demographic data  Retail shopping pattern identification  English and Spanish language content  Numerous content association options  Audience insight profiling  First page impression placement  Geographical identification  Campaigns outperform mobile norms by 4X
  • 5. National Reach . . . Local Depth National advertising reach coupled with local promotion impact The largest representation of local news and information content Connecting retailers and brands to local consumers Locate and Engage Advertising and Promotion Traffic and Purchase
  • 6. Local Mobile Display Channel Web Applications Video SMS
  • 7. Creative Flexibility Static RICH MEDIA VIDEO Interstitial Pre‐Roll Expandable BANNER Interstitial Animated Alerts Sponsorships Interactive Full Page SMS Full Screen Immersive In‐Banner Short Code
  • 8. Audience Targeting Ads rendered to consumers based on various prioritized targeting variables: Baseline Data: 1. 2. Location Content Channel / Genre Optional Data: 1. 2. 3. 4. 5. 6. 7. Operating System / Device Carrier  Demographic Language Lifestyle Weather Conditions User Profile Model:  CPM Basis  Guaranteed Placement
  • 9. Audience Targeting Audience  demographic  and lifestyle  segments Geographical  area and  location  identified Content,  placement,  time and  frequency Carrier,  device and  OS data Audience Segmentation Proprietary Data • SMS Database • Carrier Data • On‐Device Survey 3rd Party Data • Collider Media • First Data • Audience Science • InsightExpress • Dynamic Logic • Location Based Search • TargusInfo • InfoUSA • Claritas
  • 10. Auto Shoppers Example These are the people who manage the finances of their families They actively search for information on credit, debt, loans, and personal finance They visit personal finance sections of national and local news sites Age 13.3 25‐54 55‐64 12.2 18‐24 60.1 Household Income 26.8 Audience Analysis: 21.4 16.2 4.1X more likely to visit ‘Automotive ‐ Manufacturer' sites  13.1 3.1X more likely to visit ‘Local News ‐ Information' sites  2.8X more likely to visit ‘Retail ‐ Comparison Shopping' sites $40‐60K $60‐75K $75‐100K $100K Source: LSN Mobile 2012
  • 11. Outdoor Enthusiast Nature‐loving sportspeople who enjoy cycling, boating, and other outdoor activities Their activities center around reading publications that relate to their sports interest They also research, seek goods and services related to their outdoor activities Age 10.1 25‐54 55‐64 15.5 18‐24 59.7 Household Income 23.1 21.9 12.9 14.9 Audience Analysis: 2.9X more likely to visit ‘Retail ‐ Outdoor' sites  2.8X more likely to visit ‘Retail ‐ Shopping' sites 2.1X more likely to visit ‘Local News ‐ Information' sites  $40‐60K $60‐75K $75‐100K $100K Source: LSN Mobile 2012
  • 12. Grocery Shoppers Consumers who are searching for grocery coupons across a coupon sites, visiting grocery  store sites, and have an affinity toward grocery shopping They spend time researching trends, looking for values, and reading about interests Age 10.6 25‐54 14.6 55‐64 18‐24 59.1 Household Income Click Image to Demo 25.6 21.1 2.7X more likely to visit ‘Consumer Goods ‐ Retail' sites than  the average user  2.5X more likely to visit ‘Retail ‐ Food' sites than the average  user  2.4X more likely to visit Local News and Information' sites  than the average user 15.9 12.4 $40‐60K $60‐75K $75‐100K Audience Analysis: $100K Source: LSN Mobile 2012
  • 13. Beauty & Fashion Shoppers Shoppers who search for fashionable clothing and accessories on directory and shopping  sites, while perusing the shopping sections of news sites They read beauty related articles and news on news portals, and shopping sites Age 25‐54 15.5 55‐64 11.2 18‐24 56.9 Household Income 22.5 21.6 12.5 $40‐60K $60‐75K 2.5X more likely to visit ‘Retail ‐ Cosmetics' sites than the  average user  4.7X more likely to visit ‘Community ‐ Beauty / Style' sites  than the average user  2.4X more likely to visit Local News and Information' sites  than the average user 14.8 $75‐100K Audience Analysis: $100K Source: LSN Mobile 2012
  • 14. Audience Insight: Mobile Moms  Respond well to mobile ads
  • 15. Audience Insight: Mobile Moms  Demographic profile  Age: tend to be in their 30’s and 40’s  Educated: more likely to have a 4‐year college degree or greater  Married: 13% more likely to be married  Mobile phone usage  66% indicated that their mobile device plays a role in shopping  42% use their phone at the grocery store  57% use coupons every time they shop  55% indicated that advertising plays a role in their purchasing decisions  Entertainment, Music, Local News and Information are the most accessed content  Tech savvy  Use their phones to download coupons and make purchases  Indicated that mobile advertising plays a role in their purchase decisions Source: Scarborough Research
  • 16. Audience Insight: Hispanic Ad inventory selection process Baseline data: 1. Location DMA – top ranked markets 2. Content / Genre Over index  and engagement rate vs.                            Local News, Sports, Weather, Entertainment Hispanic TV and radio stations Premium  publisher partners Spanish language / high‐index English language Additional data utilized: 1. Carrier 2. Device 3. Historical campaign performance
  • 17. Audience Insight: African‐American Ad inventory selection process Baseline data: 1. Location DMA – top ranked markets 2. Content / Genre Over index vs. Local News, Sports, Weather, Entertainment View at a 6 to 1 margin compared to national info Over index on content engagement AA radio stations Premium  publisher partners Additional data utilized: 1. Carrier 2. Device 3. Historical campaign performance
  • 18. Inventory Selection Process
  • 19. Thank You! Mike Maiorano Regional Sales Director O: 248.465.8000 C: 248.310.5300  E: mikem@wims.com

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