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Web Advertising for Air Quality Issues

Web Advertising for Air Quality Issues. Tom Mather N.C. Division of Air Quality National Air Quality Conference March 2009. Previous Advertising Use. Television Radio Newspapers Billboards Gas pump toppers. Main Advertising Messages. Emissions testing for motor vehicles Air awareness

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Web Advertising for Air Quality Issues

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  1. Web Advertising for Air Quality Issues Tom Mather N.C. Division of Air Quality National Air Quality Conference March 2009

  2. Previous Advertising Use • Television • Radio • Newspapers • Billboards • Gas pump toppers

  3. Main Advertising Messages • Emissions testing for motor vehicles • Air awareness • AQ forecasts • Open burning

  4. Appeal of Web Advertising • Reaching new audiences • Increased role of internet in media • Graphics, color, movement • Clickability: Directing viewers to your Web site • Relatively low cost

  5. Cost Comparisons by Media • Television - $121,000 for ads in 6 markets, 2 months • Radio - $157,500 for statewide ads, 3 months • Newspapers - costs vary widely • Billboards - $18,600 for 25 signs, one year • Pump toppers - $20,300 for ads at 31 stations in one metro area, 3 months • Web - $88,500 for ads on 5 sites, 2.3 million impressions, 3 months

  6. John Davis Garage TV Ads: Emissions Testing

  7. Kids

  8. Jogger

  9. Radio Ads • Bus • Body • Kids

  10. Newspaper Ads

  11. Billboards – Burn Barrel

  12. Billboards – Burn Pile

  13. Pump Toppers

  14. Pump Toppers

  15. Web Version

  16. Results of Web Ads (Truck) • Ads ran on 5 Web sites in 3 metro areas – Charlotte, Triad, Triangle • Received 2.3 million ad impressions over 3 months (Sept.-Nov. 2007) • Ads cost $88,500 total • Campaigned delivered .07% click-throughs to DAQ Web site (considered average) • Visits to DAQ Web site increased 12X comparing May-Aug. to Sept.-Nov. periods

  17. Otto Parts Ad Campaign

  18. Web Ads • Created video clips and web ads simultaneously • Ran internet ads first, with videos posted on DAQ Web site • Clicking on internet ads takes viewers to DAQ site • Followed up later by TV ads

  19. Classroom

  20. Inspection

  21. Lineup

  22. List

  23. Mechanic

  24. Savings

  25. What’s Next? • Will continue using a mix of media: TV, radio, internet • Exploring use of movie theater ads • Increased use of internet ads • Anti-idling signs

  26. Series of Web ads dealing with different air issues Open burning, anti-idling, energy conservation, transportation alternatives, emissions testing

  27. Anti-idling Signs

  28. Contact Information Tom Mather N.C. Division of Air Quality (919) 715-7408 Tom.mather@ncmail.net

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