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Honolulu Star-Advertiser: Digital Business Network

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Aaron Kotarek (SVP/Audience & Operations, Oahu Publications Inc.) and James Avis (Managing Director/Oahu Media Group). The Honolulu Star-Advertiser’s Digital Billboard Network (DBN) has received multiple industry honors for its innovative approach to new revenue development. The Star-Advertiser deployed DBN technology to deliver an innovative, digital out-of-home advertising platform to its advertiser clients that is measurable, engages customers and creates awareness of their products and services. The result: $1.2 million in year one – with dramatic growth slated for the foreseeable future.

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Honolulu Star-Advertiser: Digital Business Network

  1. 1. 1 Location Based – Digital Placement Advertising Powered by Phoenix Vision Phoenix Vision
  2. 2. 2 Leverage LEGACY Retailer Relationships BROADCAST Branded Content and Digital Video Ads via a location based multi-media platform
  3. 3. 3 HOW TO MONETIZE DIGITAL VIDEO and BRANDED CONTENT via a LOCATION-BASED Multi Media Platform! A NEW MEDIA TECHNOLOGY
  4. 4. 4 PHOENIX VISION L O C A T I O N B A S E D M A R K E T I N G S I T E V I E W
  5. 5. 5 G e n d e r : M a l e A g e : E s t i m a t e d 6 8 G e n d e r : F e m a l e A g e : E s t i m a t e d 1 9 G e n d e r : M a l e A g e : E s t i m a t e d 4 1 Angle = 70° Effective Distance = 15’ G e n d e r : F e m a l e A g e : E s t i m a t e d 2 8 Young <20 Young Adult 21-30 Adult 31-44 Mature 35-49 DEMOGRAPHIC DETECTION & REPORTING TECNOLOGY Phoenix Vision
  6. 6. 6 DBN VERIFIED Engagement July 2018 Report: Views = 1,609,403 Total Opportunities To See = 3,838,865 OPI /DBN Extended Audience already RIVALS a local TV Network. ($0.07 Per Verified Engagement)
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  12. 12. 12 Grocery Store Model SCREENS AT EVERY REGISTER
  13. 13. 13 STANDARD RETAILER CLOCK 8 MINUTES “480-SECOND CLOCK / 15-SECOND UNITS” ADVERTISING / 15 units OPI CONTENT / 5 units RETAILER Ads / 5 units NATIONAL Ads / 7 units GOAL: 4-6 Retailers to start 100 locations ADVERTISING / 15 units 15 ADVERTISERS PER NETWORK
  14. 14. 14 FIRST MEDIA COMPANY CLIENT OPI 100 Phoenix Vision
  15. 15. 15 QUICK START SUCCESS STORY O A H U P U B L I C A T I O N S I N C . LAUNCHED IN OCTOBER 2017 123 RACKS / 22 SCREENS = 145 TOTAL (August 2018) AUDIENCE 1,609,403 VIEWERS / 3,838,865 Impressions (July 2018) ADVERTISERS (60)- 85% are new customers!
  16. 16. 16 NETWORK #1 – 25 Racks • GOAL - $840 Per Rack per Month – 15 Advertisers per network • Ex - 25 X $840 = $21,000 • $21,000 / 15 Advertisers = $1,400** per Month for each advertiser NETWORK #2 – 2 Screens • GOAL - $2,500 Per Screen per Month – 15 Advertisers per network • Ex - 2 X $2,500 = $5,000 • $5,000 / 15 Advertisers = $333** per Month for each advertiser DBN RATE CARD Model (100 Racks-Screens)
  17. 17. 17 200 Screens 300 Screens 400 Screens Out-of-Store MobileIn-Store DBN + Free In-Store WiFi Log-in + 200 Screens + Location Based Multi-Media Marketing Solution (Advertisers)
  18. 18. 18 King Windward Nissan CASE STUDY Generating $1,250,000 of NEW Business
  19. 19. 19 OPI / DBN Branded Content BROADCAST Branded Content and Digital Video Ads via a location based multi-media platform
  20. 20. 20 DBN Hawaii Growth Trajectory
  21. 21. 21 100 Screens 250 Screens 350 Screens 400 Screens DBN Hawaii Growth Trajectory
  22. 22. 22 “The digital billboards above the newspaper racks at our Aloha Island Mart stores are not only attractive and engaging, but they provide us with the opportunity to promote our brand and various products with minimal costs. The added feature of capturing demographic information is also valuable in understanding the various customer segments who shop in our convenience stores. We are pleased with the digital racks, along with the service and quick turnaround time to upload new content.” CASSANDRA BUI M A R K E T I N G M A N A G E R A L O H A P E T R O L E U M , LT D .
  23. 23. 23 ““The Hawaii Tobacco Quitline likes the variety and quantity of locations along with the different audiences the digital racks reach. It provides us an opportunity for our messages to be in communities that are challenging to get visibility in before digital racks were available” LESLIE YAP TOBACCO PREVENTION AND CONTROL SECTION STATE OF HAWAII
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  25. 25. 25 OFFENSE VS. DEFENSE MEDIA COMPANY OBJECTIVES Need to create additional PROFITABLE REVENUE vs. cutting expenses PROFITABLE REVENUE CHANGE YOUR CULTURE to become an innovative digital broadcaster CHANGE YOUR CULTURE Enhancing the effectiveness of retail stores to educate consumers and generate INCREMENTAL SALES INCREMENTAL SALES FOR RETAILERSNeed for advertisers to KNOW WHO IS SEEING THEIR ADVERTISING via gender, age and actual location KNOW WHO’S VIEWING
  26. 26. 26 EXTEND your Audience and INCREASE Revenues NOW! New Location Based - Digital Placement advertising opportunity…
  27. 27. 27 FORECAST $ in Billions © Borrell Inc., 2018. All rights reserved US Local Online Video Ad Spending Source: Borrell Associates Inc.
  28. 28. 28 TV Advertising was down 7.8% in 2017 Source: Bloomberg Business Feb 14,2018 WHY- TV is losing Share to tech companies investing heavily in on line Digital Video Distribution Channels.
  29. 29. 29 Digital (DOOH) and Location Based Advertising to be the Catalyst in next 4 years.. Source: ResearchandMarkets –Oct 13,2017 Digital Out of Home Market (DOOH) Forecast To reach $26.2 Billion by 2023. $12.52 Billion in 2016
  30. 30. 30 Become Your Own Broadcaster Build Out Your Digital Billboard Network – Legacy Retailer Partners Garner Quick New Revenue – TV and Digital Video Budgets Robust Content Management System – 11 Unique Networks “SiteView” Powered By Phoenix Vision – Plugged directly into our infrastructure Indentifies Age And Gender Of Viewers Advertisers And Retailers Receive Monthly Reports
  31. 31. 31 Merchandising Screens
  32. 32. 32 100 Screens 1,000 Screens 400 Screens DBN National Growth Trajectory 100 Screens 1,000 Screens 10,000 Screens $1,008,000 $10,080,000 $100,800,000 Year 1 Year 2 Year 3

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