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6/28/2011           Ad         Models     How toPrice & Position  Your Content  & AD Inventory                          1
6/28/2011           • Salaried exec directs web sales effortWhat you • AD inventory BEST PRACTICESwill learn           • C...
6/28/2011Who Runs Site?     Financially motivated?    • make it cool    • drive page-views    • win awards    • sell more ...
6/28/2011           Always done it that way                Platform can’t do it                   We don’t offer it       ...
6/28/2011BiggerNotAlwaysBetter     Print    News Hole                       5
6/28/2011           LOGO              promo                  sectionsOnlineAd hole  Un-limited Supply          +   Commodi...
6/28/2011Ad Pricing‘Your cpm is too high’                   Interactive                  Media Queen    Avoid This Nonsens...
6/28/2011      CPM vs     FLAT FEESUPER PREMIUM Inventory•   X-tra large ads•   Home Page•   Section Fronts•   Above Fold ...
6/28/2011SUPER PREMIUM Inventory• THURSDAY & FRIDAY• 10a-2p, 6a-6pHome PagePremium Unit 300 x 600                         ...
6/28/2011  EXCELLENT AD POSITION  in reader view  Simple Design     > Branding> Message Awareness   > Call to action      ...
6/28/2011            Rate Card            & Pricing •   Retail or “Rack Rate” •   Discount off that number •   Price & Sel...
6/28/2011 Ad UnitsSuper Premium   Ad Units                      12
6/28/2011            WEAK         AD POSITION           outside of          reader view         visually bland   See any  ...
6/28/2011•   Page takeover•   Site take-over•   Sponsorship•   Roadblock     smart practice       easiest ad unit to sell ...
6/28/2011      Sliding Billboard        or Curtain AdSliding Billboard• Exclusive & limited supply• EZ for rep to sell• EZ...
6/28/2011 Sliding Billboard• 100% share of voice for 24 hrs• Flat, daily fee• Short term deal - find market value• In-hous...
6/28/2011     Unfortunatley….•    Under-valued unit•    Leave $ on table•    Inventory management•    Poor forecasting•   ...
6/28/2011   AdNetworksAre Killing You                        18
6/28/2011Danger !       Looks like        editorial           NEVER run this           on home page                       ...
6/28/2011QUOTE:Ad networks diminish value oftheir brand and contentby spreading it so widelyultimately threateningexisting...
6/28/2011  Ad Networks   But we make money !     We get a check every monthDUMB National Ad Networks                      ...
6/28/2011Ad Networks3rd Party, Remnant, Google Ad Sense        • Easy moneyGood        • No upfront costs        • 3rd par...
6/28/2011DUMBNationalAd Networksat local level   Media Kit                 • Online                 • Print               ...
6/28/2011        Total Readership                  Newspaper: xxx,000                  Online:       xx,000               ...
6/28/2011      25
6/28/2011Can’t see my ADSDon’t SeeMy Ads                  26
6/28/2011            Target          Impressions• Day-part                       (9a-3p)• Pick a day                      ...
6/28/2011Video Online Videoshow me the money                          28
6/28/2011      Online Video            that pays                       Remember all that video stuff                      ...
6/28/2011           Mel TaylorOnline Revenue Strategy for Local Media                 MelTaylorMedia.com   @MelTaylorMedia...
6/28/2011       Mel TaylorOnline Revenue Strategy for Local Media      MelTaylorMedia.com @MelTaylorMedia   Mel@MelTaylorM...
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News Industry Ad Models

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Transcript of "News Industry Ad Models"

  1. 1. 6/28/2011 Ad Models How toPrice & Position Your Content & AD Inventory 1
  2. 2. 6/28/2011 • Salaried exec directs web sales effortWhat you • AD inventory BEST PRACTICESwill learn • CPM – Under value inventory today • CPM - confuse client • Advertisers can’t see their banners • You say you’re sold out? Duh • Ad networks are killing your business • Making money with editorial video • What your media kit should look like 2
  3. 3. 6/28/2011Who Runs Site? Financially motivated? • make it cool • drive page-views • win awards • sell more print ? Webmasters & DesignersTell youwhat you canand can’t sell 3
  4. 4. 6/28/2011 Always done it that way Platform can’t do it We don’t offer it Don’t have time Too expensive Bad user experience Beware• Hit our web budget• Web rev up 500 %• Web traffic is strong• 50,000 Facebook Fans 4
  5. 5. 6/28/2011BiggerNotAlwaysBetter Print News Hole 5
  6. 6. 6/28/2011 LOGO promo sectionsOnlineAd hole Un-limited Supply + Commodity Unit + Limited Demand You Lose Pricing Power 6
  7. 7. 6/28/2011Ad Pricing‘Your cpm is too high’ Interactive Media Queen Avoid This Nonsense…. instead….sell flat fee to local/directs 7
  8. 8. 6/28/2011 CPM vs FLAT FEESUPER PREMIUM Inventory• X-tra large ads• Home Page• Section Fronts• Above Fold 8
  9. 9. 6/28/2011SUPER PREMIUM Inventory• THURSDAY & FRIDAY• 10a-2p, 6a-6pHome PagePremium Unit 300 x 600 9
  10. 10. 6/28/2011 EXCELLENT AD POSITION in reader view Simple Design > Branding> Message Awareness > Call to action 10
  11. 11. 6/28/2011 Rate Card & Pricing • Retail or “Rack Rate” • Discount off that number • Price & Sell…… • Based on Supply & DemandSmart Practice weekly instead of monthly rates soundsexpensive $ 400. per month soundsreasonable $ 95. per week 11
  12. 12. 6/28/2011 Ad UnitsSuper Premium Ad Units 12
  13. 13. 6/28/2011 WEAK AD POSITION outside of reader view visually bland See any Super Premiumad positions ? 13
  14. 14. 6/28/2011• Page takeover• Site take-over• Sponsorship• Roadblock smart practice easiest ad unit to sell Sliding Billboard 14
  15. 15. 6/28/2011 Sliding Billboard or Curtain AdSliding Billboard• Exclusive & limited supply• EZ for rep to sell• EZ for client to see value• EZ to design & execute 15
  16. 16. 6/28/2011 Sliding Billboard• 100% share of voice for 24 hrs• Flat, daily fee• Short term deal - find market value• In-house promos, if not sold• 60% sell out…. raise rate Sold Out ? Congrats ! 16
  17. 17. 6/28/2011 Unfortunatley….• Under-valued unit• Leave $ on table• Inventory management• Poor forecasting• Pray: page-views We HOPE you…. • Signed short term deal • 3 months max • Auto renew every month 17
  18. 18. 6/28/2011 AdNetworksAre Killing You 18
  19. 19. 6/28/2011Danger ! Looks like editorial NEVER run this on home page 19
  20. 20. 6/28/2011QUOTE:Ad networks diminish value oftheir brand and contentby spreading it so widelyultimately threateningexisting relationships with advertisers 20
  21. 21. 6/28/2011 Ad Networks But we make money ! We get a check every monthDUMB National Ad Networks 21
  22. 22. 6/28/2011Ad Networks3rd Party, Remnant, Google Ad Sense • Easy moneyGood • No upfront costs • 3rd party reps inventoryBad • Local biz gets on site…cheap • Commoditize your inventory Ad Networks REMOVE : home-page & section fronts • Day-part • Secondary sections • Below Fold, Non-prime positions Inform Advertisers • We don’t accept remnant buys • Show super-premium positions 22
  23. 23. 6/28/2011DUMBNationalAd Networksat local level Media Kit • Online • Print • Email (PDF) 23
  24. 24. 6/28/2011 Total Readership Newspaper: xxx,000 Online: xx,000 Total Reach: xxx,000 Website: xx,000 Unique / readers Mobile: x,000 Apps, alerts Total Online Social: x,000 Facebook, Twitter Email: xx,000 Opt-ins YouTube: xx,000 Subscribers Reaching xx,xxx LOGO Chicago Adults each month Print, Online & Event Marketing Services for Chicago Business How We Help: Who We Help: • Brand & Message Awareness • Yoga, Fitness & Health Be seen, Get your message out • Beauty & Hair • Search Engine Marketing • Boutiques & Retail Get found on Google • Restaurants & Food • Online Presence & Reputation • Entertainment & CultureContact &info Looking good onlinePhone • Special EventsEmail • Database Marketing • Family & Kids Customer email & Mailing Lists • ContractorsOffice LocationTwitter • Online Couponing • Service ProvidersFaceBook Daily Deals, Promotions, Sampling • Doctors, Dentists, Lawyers Success Stories……can we do this for you ? Client Logo Client Logo 24
  25. 25. 6/28/2011 25
  26. 26. 6/28/2011Can’t see my ADSDon’t SeeMy Ads 26
  27. 27. 6/28/2011 Target Impressions• Day-part (9a-3p)• Pick a day (wed)• Pick a section (sports) Internet Prime Time Mon-Fri 9a-5pMorning Evening6a-10a Mid-day 8-11p 10-3p 27
  28. 28. 6/28/2011Video Online Videoshow me the money 28
  29. 29. 6/28/2011 Online Video that pays Remember all that video stuff you bought for the newsroom? Take back half of it, and give it to the sales department. WarningThese ideas are proven….BUT…If person in charge of web is salaried…or no digital financial pressure ( bonus & penalty ) YOU WILL LIKELY FAIL • Newsroom editor • Web editor • Webmaster • Ad director 29
  30. 30. 6/28/2011 Mel TaylorOnline Revenue Strategy for Local Media MelTaylorMedia.com @MelTaylorMedia Mel@MelTaylorMedia.com 267-625-5313Mel Taylor Background 30
  31. 31. 6/28/2011 Mel TaylorOnline Revenue Strategy for Local Media MelTaylorMedia.com @MelTaylorMedia Mel@MelTaylorMedia.com 267-625-5313 31

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