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  1. 1. What did you find out about me online?
  2. 2. I’m 27 years old, was born and was raised in Holyoke MA. I currently reside in Holyoke. I graduated Holyoke High School in 2002 and attended Northeastern University from 2002-2007. Graduated with dual degree in management and marketing. Holyoke Merry Go Round: Concession Manager 8MinuteDating.com: Customer Service, Event Coordinator, Marketing Assistant Y2M/MTV: Media Associate and Client Services, implemented and managed campaigns from start to finish for online and print campaigns for college papers WWLP-22News: New Media Coordinator, Digital AE, Digital Sales Director Who am I and what do I do?
  3. 3. What is WWLP-22News?
  4. 4. What is WWLP-22News? WWLP-22News, is an NBC affiliate serving Hampden, Hampshire and Franklin Counties and surrounding areas in western Massachusetts. Our signal is received in five states (MA, CT, NH, VT, and NY). 22News is carried on all of the major cable systems or satellite in Hampden, Hampshire and Franklin counties as well as Berkshire county MA. 22News strives to provide strong local news coverage with an emphasis on community involvement. 22News is committed to having the most up-to-date transmission facilities and state of the art equipment.
  5. 5. WWLP-22News Advertising Opportunities?
  6. 6. What is RMM? RMM is a full solution digital media company with over 10,000 direct publisher relationships for display advertising, a fully certified SEM team, along with full time specialists in SEO, Creative Production, Social Marketing and Management, Mobile Display, App Development, Web Design, Email Marketing, and SMS Texting RMM Online Advertising is the digital arm of the LIN Media, a multimedia group with broadcast television stations in 17 markets and digital offices in New York, Chicago, Dallas, Austin, Atlanta, Boston, Indianapolis, New Haven, and Norfolk.
  7. 7. WWLP.com – Our Metrics <ul><li>We Delivered Nearly 55 Million Pageviews in 2011! </li></ul><ul><li>WWLP.com’s monthly average delivery is: </li></ul><ul><li>4.9 million pageviews </li></ul><ul><li>621,000 unique visitors </li></ul><ul><li>11 minute site time </li></ul><ul><li>96,000 video plays </li></ul><ul><li>7,000 e-mail blast subscribers </li></ul><ul><li>2,117,000 wireless pageviews </li></ul>Source: Hitwise, Strong Mail (monthly), Omniture 6-month avg., News Over Wireless, 6-month avg. Omniture Video Plays (monthly). Yearly page views do not include June 2011 due to tornado.
  8. 8. RECORD BREAKING DAYS! WWLP.com Records Over 875,000 Total Page Views! Tue., February 9th & Wed., February 10th When a February storm threatened western Massachusetts, users chose WWLP.com for the latest news, weather and travel conditions. As a result, WWLP.com delivered some of the highest single day page views in its history! Source: Omniture, 2/9 & 2/10/10
  9. 9. What is a Digital Sales Director?
  10. 10. <ul><li>What does a Digital Sales Director Do? </li></ul><ul><li>Manage all digital products both locally and across the country </li></ul><ul><li>Coaching a team of 7 Account Executives who work with clients to design customized campaigns </li></ul><ul><li>Manage all of our local digital Inventory </li></ul><ul><li>Train Account Executives on products </li></ul><ul><li>Develop customized solutions for local business </li></ul><ul><li>Manage campaigns and analyze ROI </li></ul><ul><li>Consult local business’s on digital advertising </li></ul>
  11. 11. What is online advertising?
  12. 12. What is Online Advertising? Online advertising is a form of promotion that uses the Internet and World Wide Web to deliver marketing messages to attract customers. Examples of online advertising include contextual ads on search engine results pages , banner ads , blogs , Rich Media Ads, Social network advertising , interstitial ads , online classified advertising , advertising networks and e-mail marketing , including e-mail spam . Many of these types of ads are delivered by an Ad server Source: Wikipedia
  13. 13. The number of times a banner ad was requested and presumably seen by users The action of clicking on a banner and having ones browser automatically redirected to the web page a banner is hyperlinked to The percentage of impressions that resulted in a click through. Calculated by dividing the number of clicks by the number of impressions Cost per thousand (CPM) is one of the online payment models by which advertisers pays for every 1000 impressions of their advertisement. Occurs when a users browser requests a web page A type of advertisement technology that often includes richer graphics, audio or video within the advertisement. Unlike static or animated GIF banner advertisements, rich media advertisements often enable users to interact with the banner without leaving the page on which it appears. A graphic that appears on a web page that is usually hyperlinked to an advertisers web site. May be in a variety of formats including GIF, JPEG, Flash, Impressions Click Through Click Rate CPM Page View Rich Media Banner Keywords
  14. 14. Ad Positions and Sponsorships WWLP Offers Multiple Solutions to Assist Advertisers and Marketers in Achieving Campaign Success DISPLAY ADS: • Spotlight Ad (300x100) - all pages • Spotlight Ad (300x250)- 2 available on all pages • Banner (638x60)-home, news, weather pages • Leaderboard (728x90)- all pages • Skyscraper (300x600)- article pages • Flash and Rich Media Capability • Main Category Sponsorships • 88x31 Poll Sponsorship • Roadblocks available <ul><li>OTHER OPPORTUNITIES: </li></ul><ul><li>• E-mail Blasts </li></ul><ul><li>• Video Streaming </li></ul><ul><li>• Health Connections </li></ul><ul><li>• Home Connections </li></ul><ul><li>Camp Connections </li></ul><ul><li>• WWLP Wireless- mobile, iphone, ipod touch </li></ul><ul><li>• Flip N Fun </li></ul>WWLP.com Pencil
  15. 15. WWLP Wireless Is… WWLP on your wireless device, iphone, and ipod touch! – Breaking News – Local News – Weather – Closings – Sports – Entertainment – TV Schedule – Online Videos and more…
  16. 17. 58% of Americans Have Researched Products and Services Online! <ul><li>• 58% of adults research online about products and services trending up from 49% in 2004. </li></ul><ul><li>• 24% have posted reviews about items they purchase. </li></ul><ul><li>• 21% of adults searched for product </li></ul><ul><li>information online trending up from 15% in 2007 and 9% in 2004. </li></ul><ul><li>• 78% “occasionally” conduct product research online </li></ul><ul><li>32% report they “occasionally” posted comments about products online </li></ul>
  17. 18. Display Ads Increase Search Efficiency
  18. 19. Why Interactive Media & Television Together? Source: Burst Media, “Online Insights,” October 31, 2007. • Lean-back • Push • Creates Emotion • Share of Market • Brand Awareness • Brand Preference TELEVISION THE INTERNET <ul><li>Lean-forward </li></ul><ul><li>Pull </li></ul><ul><li>Consumer Engagement </li></ul><ul><li>In-depth Research & Content </li></ul><ul><li>Price & Feature </li></ul><ul><li>Comparative Shopping </li></ul>57% of US Internet users are watching television while online.
  19. 20. Timing is Everything… Be there when buyers are looking… Morning Midday Evening Daytime is Prime Time Online _____ Television Usage _ _ _ _ _ _ Internet Usage
  20. 21. Step We Take When Selling Online 1.Client Needs Analysis, Learn About the Client’s Business 2. Develop a client centric Campaign using any and all products that fit our client’s needs 3. Client Agrees to Campaign 4. Design Creative to have specific call to action or branding messages related to client goals 5. Client Approves Creative's 6. Campaign is trafficked 7. Monitor and provide clients with reports on a monthly basis where track impressions, clicks, CTR
  21. 22. Online Response: Variety of ways consumers respond to online advertising Web research leads to 70% more spending offline than online Source: The Dieringer Group: American Interactive Consumer Survey HOW TO MEASURE YOUR ROI
  22. 23. 300x250 Ad 300x250 Ad <ul><ul><li>WWLP-22News Advertising Strategy </li></ul></ul><ul><ul><li>WWLP will create a custom 300x250 banner ad. </li></ul></ul><ul><ul><li>All banner ads will link to your website and if needed WWLP will create a splash page for you to link to. </li></ul></ul><ul><ul><li>Monthly reports of stats will also be provided </li></ul></ul><ul><ul><li>Ads will rotate on all pages of WWLP.com. </li></ul></ul><ul><li>Monthly Impressions: 100,000 </li></ul><ul><li>Monthly Cost: $600 </li></ul><ul><li>CPM: $6.00 </li></ul>300x250 Ad Placement
  23. 24. Questions?