Media Kit + Capabilities - Mar 2010


Published on

Published in: Business, Technology
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide Media Kit + Capabilities - Mar 2010

  1. 1. MEDIA KIT<br />Prepared by: Adrienne Craighead<br />Internet Marketing Specialist (IMS)<br /><br />704.335.4945<br />
  2. 2. The Internet is Trending up in Terms of Time Spent – Minutes Per Day <br />Source: Television Bureau of Advertising Media Comparisons Study. The TVB did not ask this question every year. <br />
  3. 3. Time Spent With Media Each Day: TV and Internet Dominate!<br />Minutes per Day<br />#1<br />#2<br />Source: Television Bureau of Advertising Media Comparisons Study, 2008<br />
  4. 4. Charlotte Specific Data: What Media Have You Used In The Past Week?<br />* Magazine read in past MONTH, not week<br />
  5. 5.<br /><ul><li> regularly receives over 700,000 total unique visitors each month.*
  6. 6. That’s enough people to fill up the Bank of America (Carolina Panthers) Stadium over 9.5 Times!
  7. 7. receives an average of 7 Million Page Views each month.</li></ul>That’s One Page View for almost every person living in the state of North Carolina.**<br />* WebTrends ** NC Census 2006<br />
  8. 8. Demographic Profile: Visitors<br />Household income<br />Age range<br />Have kids<br />Gender<br />Source: Cumulative 6 months ComScore<br />
  9. 9. Internet: World’s Most Efficient Medium!<br />How much does it cost me to reach 1,000 Adults Age 25-54?<br />Average Cost per Thousand<br />Source: ESA Company 2008, CPM A25-54 <br />
  10. 10. Comparing’s Unique Audience to Other Media <br />Sources: Comscore 3/09, Nielsen Media Research 3/09, Papertrends 3/09<br />
  11. 11. Why the Television + Website model works!<br />Television Websites have the huge advantage of being powered by the strongest medium available: <br />Local Television Stations!<br /><ul><li>More than 100 Drivers EACH week from all the Newscasts offered
  12. 12. Produced spots driving consumers to different areas of the sites.(Airtime valued at $75k per month)</li></li></ul><li>December 2009 BIG Picture <br />More than 8.51 million page viewsand more than 474,000 unique visitors!<br />About 5.9 million INDIVIDUALS visited in 2009! <br />In November, the average visitor to the site viewed 7.2 pages per visit<br />65% of the site’s traffic occurred during the WORKDAY: 8 a.m. to 6 p.m. <br />Source: Webtrends<br />
  13. 13. 2009 Year in Review<br />Total Page views: 103,793,493<br />Total UNIQUE Visitors: 5,911,189<br />Average page views per visit: 6.49<br />Pictures viewed (slideshows): 43,055,955<br />Videos streamed: 2,626,116<br />News page views: 4,576,363<br />Weather page views: 2,080,686<br />Source: Webtrends<br />
  14. 14. Local Unique Visitors: May ‘09<br />Source: Comscore, May ‘09 (released 6/29/09)<br />
  15. 15. Average Minutes Per Day: and CompetitorsSource: Comscore, October 2009<br />
  16. 16. The Place Where Users GO and STAY!<br /><ul><li>Page views, May ‘09:
  17. 17. 9 million
  18. 18. 3 million
  19. 19. Average minutes per visit:
  20. 20. 14.6 minutes
  21. 21. 2.5 minutes
  22. 22. Average visits per visitor (frequency):
  23. 23. 6.7 visits
  24. 24. 4.8 visits</li></ul>Source: Comscore, May ‘09 (released 6/29/09)<br />
  25. 25. & in Key Demos: # of Unique Visitors May ‘09<br />Source: Comscore, May ‘09 (released 6/29/09)<br />
  26. 26. Continues to Show Great Growth Year to YearUnique Visitors, Mar ’08 and Mar ’09 ComScore Data<br />+13%<br />-41%<br />
  27. 27. Key Demos: and<br />February 2009 Comscore Update<br />
  28. 28. Other Consumer Categories: vs.<br />Source: Marshall Marketing and Communications<br />
  29. 29. Internet Penetration Is Higher Than Cable Penetration Here<br />Sources: Cable – Nielsen Media Research, 9/09<br /> Internet –Marshall Marketing, 12/08<br />
  30. 30. Reaches More People Each Week Than Cable!<br /> average weekly audience for Q2 compared to primetime on cable TV. <br />(Assumes one :30 spot per day in primetime for a week for each network.) <br />Sources: Webtrends, Q2 2009; Nielsen Media Research May 2009. Primetime defined as M-Sat, 8-11 p.m. and Sunday, 7-11 p.m. Demo: 2+<br />
  31. 31. Why Local Magazine Advertising Doesn’t Work Like It Used To . . .<br />Source: Marshall Marketing, Charlotte DMA, Dec. 2008<br />
  32. 32. Unique Visitors to vs. Radio Listeners in Past Week: Greater Charlotte Metro<br /> vs. Radio (Listened any time 6a-7p)<br /> vs. Radio (Listened any time 6a-7p)<br />Source: Marshall Marketing and Communications<br />
  33. 33. Why the Television + Website model works!<br />Television Websites have the huge advantage of being powered by the strongest medium available: <br />Local Television Stations!<br /><ul><li>More than 100 Drivers EACH week from all the Newscasts offered
  34. 34. Produced spots driving consumers to different areas of the sites.(Airtime valued at $75k per month)</li></li></ul><li>Who Clicks On Display Ads?<br />Clickers are predominantly younger (25-44) with lower incomes (under $40K).<br />Source: ComScore, Total US Online Population, July 2007<br />
  35. 35. Six Percent of Everyone Generates 50% of all the Clicks<br />Source: ComScore, Total US Online Population, July 2007<br />
  36. 36. The COMPLETE Impact of Online Marketing<br />Ignoring the value of online marketing’s LATENT effects would be to disregard 84% of the RESULTS!<br />Source: ComScore Data<br />
  37. 37. How To Enhance Your Results with<br />Question: What action, if any, did you take when you viewed a display ad on a website?<br />Findings: A click is only one measure of a display ad’s effectiveness.<br />Suggestion: Shore up your search strategy to capture the demand that your display advertising creates.<br />JANUARY 2009 study commissioned by iProspect / conducted by Forrester Consulting / Results released 5-11-09<br />
  38. 38. MEDIA KIT HIGHLIGHTS<br /><ul><li> The time consumers spend online is growing exponentially
  39. 39. Advertisers who want to “be where the people are” should be aware of their online options
  40. 40. leads the pack in terms of sheer volume of local online traffic and the quality of that online audience
  41. 41. Working with an “Internet Marketing Specialist” will give your online campaign the advantage of a consultant who operates in the web world 24/7</li></ul>Prepared by Adrienne Craighead<br /><br />704.335.4945<br />
  42. 42. ADVERTISER<br />TOOLBOX<br />WSOCTV.com2009 Online Capabilities<br />
  43. 43. ONLINE AD MENU – FIVE CATEGORIES<br />Graphical Advertising- Leaderboard Ads- Skyscraper Ads- Super Skyscraper- Display Ads- Sticker Ads- Expandable Ads- Brick Ad- Content Widget- Rich Media- Push Down- Micro Site (Splash Page)- Contest Page<br />Text Based Advertising- Charlotte Area Special Offers- Headline Text Ads- Contextual Ads<br />Video Advertising- PreRoll Video- Video on Demand- Video Display Ads- ABC Player <br />Mobile<br /><ul><li>Mobile Internet- Text Message Marketing</li></ul>Email- Skyscraper Ad embedded into Message<br />1<br />3<br />4<br />5<br />2<br />
  44. 44. Leaderboard, Skyscraper and Display Ads<br />* Supported AD Formats: .JPG, .GIF, .SWF<br />
  45. 45. Sticker Ads<br />Sticker Ads are located on the top right corner of each page throughout the website. They are more “integrated” than the other ad units (and are often used by our own editorial team to tease stories or certain web channels.)<br />Sticker Ad dimensions: 200x90<br />
  46. 46. Headline Text Ads<br />Local headline Text Ads have the ability to display your message within the body of the day’s most recent headlines.<br /><ul><li>FREE Bicycle rack with the purchase of any Three-Wall system at Garage-Tek!
  47. 47. Get Employee pricing on all new 2009 Toyotas in stock at Scott Clark Toyota.
  48. 48. Buy tickets for Disney on Ice, December 11th, 2008 at Cricket Arena.
  49. 49. Need ideas for dinner tonight? Visit for a for a variety of recipes online.</li></li></ul><li>Contextual Text Links<br />Using the same font and color as news headlines, your message appears with news headlines further down the page.<br /><ul><li>FREE Bicycle rack with the purchase of any Three-Wall system at Garage-Tek!
  50. 50. Get Employee pricing on all new 2009 Toyotas in stock at Scott Clark Toyota.
  51. 51. Buy tickets for Disney on Ice, December 11th, 2008 at Cricket Arena.
  52. 52. Need ideas for dinner tonight? Visit for a for a variety of recipes online.</li></li></ul><li>Sponsorship Ads<br />Brick Ads may be strategically positioned in specific areas allowing ownership of a specific area of the site—an integrated piece.<br />* Supported AD Formats: .JPG, .GIF, .SWF<br />
  53. 53. Featured Content Ads (Blurbs)<br />A combination of text and a graphic – these units are often located adjacent to news stories and appear as part of the “fabric” of the website’s content.<br />
  54. 54. Widgets<br />“Integrated Content” Option<br />Widgets are units of content on web pages (NOT Ad Units) that deliver information and links to additional items (like streaming videos / photos / articles / websites / etc.) <br />These are priced monthly based on the average number of PAGE VIEWS that channel delivers.<br />
  55. 55. Rich Media<br />Rich Media is a unique way to stand out & deliver your message and presents the viewer with an ad that literally files (or drive, or walk…) across the page to catch the viewers attention.<br />* Supported AD Formats: .SWF<br />
  56. 56.
  57. 57. Expandable Ads<br />Expandable ads increase in size when the user positions his mouse over the ad unit. <br />Expandable ads are a great way to display a large amount of information in a small area / and counter the users natural instincts to avoid the click.<br />AND, the flash animation continues even on the expanded double-ad!<br />
  58. 58. PUSH DOWN ADS<br />The push down ad is an “impossible to ignore” message that appears to the user once (for about 5-8 seconds) and then retracts back to a pencil ad with the option to expand it again.<br />This ad unit is scheduled for a 24-hour time-frame and captures every unique user that views our home page during that window of time.<br />This means your message will be seen by approximately 54,000 unique individuals (based on very conservative estimates).<br />
  59. 59. Video Display Ads<br />Similar to a standard display ad, Video Display Ads provide you with the ability to play up to :30 video message within the ad itself. <br />Ads can be set to auto play video and offer user initiated audio.<br />*Premium Display Ad dimensions: 300x250<br />
  60. 60. NEW OPTION FOR CLIENTS Home Page “Takeover Event” A unique 24-hour event on includes a minimum of:<br /><ul><li>100% Homepage Leaderboard Ads
  61. 61. 100% Homepage Page Wrappers
  62. 62. 100% Homepage Sticker Ads
  63. 63. 100% Homepage Upper Display Ads</li></ul>Example shown AAA Vacations 7/2/09 event produced 194 clicks.<br />Second Event for AAA Vacations on 7/30/09 event produced 262 clicks.<br />Prepared for Bill Rosenthal, 7-6-09 Prepared by: Adrienne Craighead,<br />
  64. 64. ANOTHER OPTION is to purchase just the “WRAPPER”<br />Home Page “Page Wrapper” runs for 24 hours on date you select. <br />Creative is “clickable”.<br />This wrapper for the Moscow Ballet on 9/8/09 event produced xxx clicks.<br />
  65. 65. Email Ads<br />Each month sends out over 950,000 individual email messages to our users. <br /><ul><li> MULTIPLE TOPICS (35+ choices)
  66. 66. VARIETY OF TIMING (daily, weekly)
  67. 67. OPT IN ONLY
  68. 68. EXCLUSIVE AD POSITION</li></li></ul><li>Landing Page <br />(also called Splash Page or Buffer Page)<br />This is a great option if you don’t yet have a website, or if you have a lot of information to display in a single place. <br /><ul><li> Follows Site Template / Color Scheme
  69. 69. Tease Traffic With a Variety of Ad Units
  70. 70. Links to Your Home Page (or Deep Link)
  71. 71. Can Serve Streaming Video (2-3 mins max)</li></li></ul><li>Custom Contests<br />Hosting your own unique contests is a great way to establish name recognition and build a list of customers who have a valid interest in your product or service. <br /><ul><li> Included in Contest Directory
  72. 72. Tease With Variety of Ad Units
  73. 73. Database of “opt in” Users Provided</li></li></ul><li>Preroll Video Ads<br />Your :15 second video ad will run before a predetermined number of online news video segments on the site.<br /><ul><li> High Conversion Rate
  74. 74. No Fast Forward / Skip Functionality
  75. 75. Users Conditioned to Seeing Them
  76. 76. Custom Creative Recommended but Not Necessary</li></li></ul><li>Mobile Internet Advertising<br /><ul><li> WSOCTV Mobile delivers up-to-the minute news and weather to users via their mobile phones
  77. 77. Mobile Internet Marketing has the ability to reach your audience even when they’re away from the computer
  78. 78. Available features: Click to call, “Find Me” database, splash page, and more</li></ul>Web Enabled phone required to access Mobile<br />
  79. 79. Mobile: 1.3 MM Views in December, 13.8MM+ for the Year!Page Views to Wireless Website (WAP)<br />In December ‘09, more than 133,360INDIVIDUALS used mobile!<br />Sources: Hitbox Mobile Web Reporting, Omniture<br />
  80. 80. Text Message Marketing<br />From:<br />SEVERE THUNDERSTORM WARNING FOR MECKLENBURG COUNTY UNTIL 6PM<br />This message brought to you by Scott Clark Toyota. Click Here for great savings on the all new Toyota Prius.<br />Scott Clark’s Toyota<br />2009 Prius $25,900<br />Click Here to schedule a test drive<br /> maintains a database of thousands of local subscribers.<br /> Each of these subscribers has opted in to receive a mobile text E-Lert sent to their mobile phones in the event of Severe Weather.<br />Your message will accompany each of these E-Lerts and will be clickable for more information.<br />
  81. 81. ADVERTISER TOOLBOX SUMMARY<br /><ul><li> Built upon the latest research, has designed a site to optimize the end-user experience
  82. 82. We’ve also considered the Advertiser (in our redesign), and offer a variety of attention-getting options that are relevant and efficient
  83. 83. It is not necessary to “build your own” strategy from the Advertiser Toolbox – Trust Adrienne (that’s me!), as your online marketing consultant, to suggest the right tools for the job</li></ul>Prepared by Adrienne Craighead<br /><br />704.335.4945<br />