2. Who am I and what do I do?
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
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.
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. WWLP.com – Our Metrics
We Delivered Nearly 55 Million
Pageviews in 2011!
WWLP.com’s monthly average delivery is:
•4.9 million pageviews
•621,000 unique visitors
•11 minute site time
•96,000 video plays
•7,000 e-mail blast subscribers
•2,117,000 wireless pageviews
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. 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!
Tue. Feb. 9th Wed. Feb. 10th TOTALS
Page Views 391,476 487,311 878,787
Unique Visitors 79,835 101,571 181,406
Avg. Time on Site 15 minutes 25 minutes 20 minutes
Video Views 22,508 27,345 49,853
Source: Omniture, 2/9 & 2/10/10
10. What does a Digital Sales Director Do?
•Manage all digital products both locally and
across the country
•Coaching a team of 7 Account Executives who work
with clients to design customized campaigns
•Manage all of our local digital Inventory
•Train Account Executives on products
•Develop customized solutions for local business
•Manage campaigns and analyze ROI
•Consult local business’s on digital advertising
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. Keywords
Impressions The number of times a banner ad was requested and presumably seen by users
Click Through The action of clicking on a banner and having ones browser automatically redirected to the web page a
banner is hyperlinked to
Click Rate 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
CPM impressions of their advertisement.
Page View Occurs when a users browser requests a web page
Rich Media 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.
Banner 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,
14. Ad Positions and Sponsorships
WWLP Offers Multiple Solutions to Assist Advertisers and
Marketers in Achieving Campaign Success
DISPLAY ADS: OTHER OPPORTUNITIES:
• Spotlight Ad (300x100) - all pages • E-mail Blasts
• Spotlight Ad (300x250)- 2 available • Video Streaming
on all pages • Health Connections
• Banner (638x60)-home, news, weather • Home Connections
pages • Camp Connections
• Leaderboard (728x90)- all pages • WWLP Wireless- mobile, iphone, ipod touch
• Skyscraper (300x600)- article pages • Flip N Fun
• Flash and Rich Media Capability
• Main Category Sponsorships
• 88x31 Poll Sponsorship
• Roadblocks available WWLP.com
Pencil
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!
•58% of adults research online about
products and services trending up from
49% in 2004.
•24% have posted reviews about items
they purchase.
•21% of adults searched for product
information online trending up from 15%
in 2007 and 9% in 2004.
•78% “occasionally” conduct product
research online
•32% report they “occasionally” posted
comments about products online
19. Why Interactive Media & Television Together?
TELEVISION THE INTERNET
• Lean-back • Lean-forward
• Push • Pull
• Creates Emotion • Consumer Engagement
• Share of Market • In-depth Research & Content
• Brand Awareness • Price & Feature
• Brand Preference • Comparative Shopping
57% of US Internet users are watching television while online.
Source: Burst Media, “Online Insights,” October 31, 2007.
20. Timing is Everything…
Be there when buyers are looking…
Midday
Morning Evening
Daytime is Prime Time Online
_____ Television Usage _ _ _ _ _ _ Internet Usage
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
22. HOW TO MEASURE YOUR ROI
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
23. 300x250 Ad Placement
WWLP-22News Advertising Strategy
•WWLP will create a custom 300x250
banner ad.
•All banner ads will link to your website
and if needed WWLP will create a splash
300x250 page for you to link to.
Ad •Monthly reports of stats will also be
provided
•Ads will rotate on all pages of
WWLP.com.
300x250 Monthly Impressions: 100,000
Ad Monthly Cost: $600
CPM: $6.00
