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CINCINNATI 2011 Online Media Kit

CINCINNATI 2011 Online Media Kit. Introduction & Mission.

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CINCINNATI 2011 Online Media Kit

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  1. CINCINNATI2011 Online Media Kit

  2. Introduction & Mission Digital advertising is growing by leaps and bounds around the world, and right here in Cincinnati. Our mission is to help advertisers harness the power of digital advertising on-air, online and via wireless by offering a portfolio of platforms second to none. Our goal is to provide a variety of flexible programs and partnerships that can meet a wide range of creative and budgetary needs. Please spend a few minutes looking at the many options. We look forward to working with you!

  3. WLWT.com is the #1 Broadcast Web Site 2010-11 Feb-Jan Cincinnati News Sites Source : Comscore, 2010-2011 Total Unique Visitors ‘000’s Source: Comscore, 2010-2011 # = comScore panel size did not meet minimum requirements.

  4. 1 Standard Ad Units 1 Home Page Large Format Ad Units provide strong branding, visibility and creative opportunities on the Homepage and within each Content Section throughout WLWT.com. The two major ad units are: • Leaderboard: 728 x 90 pixels • Display: 350 x 250 Standard Ad Units are the basis for Run of Site (ROS) campaigns and are offered on a cost per thousand impression (CPM) basis. They can also be scheduled to run during specific days, time blocks, in content sections…even during specified weather conditions. These ad units have universal appeal and considered standard by the Internet Ad Bureau (IAB). 2 Content Section Page 2

  5. Section/Story Page Sponsorships Section and Story Page Sponsorships create higher relevancy for the advertiser’s message, higher attention from visitors, and frequently higher response rates when accompanied by a strong “call to action.” Sponsor ads appear in prominent locations above the fold on the main section page and can be placed in any editorial section of the site (i.e. News, Entertainment, Health, etc.) All section sponsorships include: • 1. Title Bar Logo (100 x 32) Front Page • 2. Top Position Display Ad (300 x 250) Index and Story Pages • 3. Best Bets Blurb (120 x 90) Story Page A limited number of client category exclusive sponsorships are available on a share of voice basis (S.O.V.), further enhancing the return on investment. 1 2 2 Section Story Page Section Index Page 3

  6. Best Bets Blurb While the Best Bets Blurb is included in any standard section sponsorship, this ad unit is also available to be purchased individually. This ad unit is designed to provided advertisers with good conversion rates via an ad that can encourage the visitor to find out more about a product or service. The Best Bets Blurb can be targeted to specific sections or run ROS. Ad units are not targeted to impressions and run on an equal rotation basis with other advertisers, or run as fixed permanent placements at a higher rate. All Best Bets Blurbs include: • 1. An 80x60 image • 2. Max. 40 characters of “Headline” text • 3. Max. 120 characters of “Teaser” text Prices are flexible and depend on the content section’s audience size, and whether the ad rotates or is exclusive to a section. Section Story Page Section Index Page 1

  7. Section Sponsor Optional Enhancements Several low cost options provide even greater impact: • 300x600 Half-Page Ad Units: • Integrates client’s message with an ad that is double the size of the Display Ad. • Fixed position in place of top Display Ad. • Customizable to include text links, images, and a logo. • Link to client’s website • Units are scheduled by share of voice weighting, not by number of impressions • Available as part of a section sponsorship or a la carte cost. • Can be Upgraded to an Advertorial Module at a negotiated cost. • Rich Media Expandable Ads: • Available in standard leaderboard (728 x 90) and display (300 x 250) formats • Doubles the original ad size when visitors mouse over the ad • Ads expand above, below, to the left or right depending on placement • Available on section index (display size only) as well as story pages (both sizes) • Elements include a “tease” with additional space for text, graphic or animation • Links to client’s website • Units are scheduled by number of impressions • Video Display Ads: • Fits the standard 300 x 250 display banner size • Can run in all sponsored sections • Link to client’s website – click at any time before, during or after video • Reverts to standard 300 x 250 static ad after the video runs • Teaser (e.g. “click to play”) button followed by video clip up to 15 seconds • Units are scheduled by number of impressions

  8. Section Sponsorship Content

  9. Expandable IAB Ads • When a visitor rolls their mouse over an Expandable Ad it instantly expands to double its height or width, exposing additional panels below, above, to the left, or right of the original ad area depending on placement and size. The ad retracts to normal size when the mouse moves away. • Expandable IAB Ads can run in any Content Section for considerable placement flexibility: • Leaderboard – expanding to 728 x 180 pixels* • Display – expanding to 600 x 250 • Benefits include: • Visitor interaction with the ad message • More ad copy points due to larger size • Ad exposure before, during and after expansion • Can be scheduled in specific Content Sections • Viewers can click to client’s web site • Ads can be scheduled based on impression goals • Generally much higher response rate than static • banner ads . Expandable ads may be ordered a la carte or as an add-on to a Section Sponsorship. * Expanded leaderboard ads can only run on Story Pages of each section.

  10. DESIGN YOUR OWN ELEMENT Floating Rich Media Floating Rich Media Ads float over the web page immediately when it first loads, providing high impact visitor engagement. After approximately 8 seconds, the “Floater” becomes a standard 300 x 250 leave behind display ad. Floaters truly deliver “outside the box” creative strategy since they’re not subject to the size and placement restrictions of standard banners. Their non-traditional size (up to 500 x 300 pixels) and movement across the page combine for much higher than average viewer recall and click through. Benefits include: • Automatic page loading – visitor action not required • Runs in all Content Sections except Home & Weather • Frequency capped at 1x per day per visitor • Viewers can click to client’s web site • Generally much higher response rate than static banner ads . Floating Rich Media is offered on a cost per thousand (CPM) impressions or monthly sponsorship.

  11. Pushdown Ads • The Pushdown Ad is one of the highest impact online ad units, automatically “pushing down” the news content for 7 seconds. It then retracts to a 1000 x 40 leave behind ad which can be clicked by the visitor to review the ad again. • Because of its dominating impact on viewers, pushdown ads are scheduled on an individual day basis with a frequency cap of 1x per visitor per day. • Benefits Include: • High impact & viewer awareness • Largest ad unit – expands to 1000 x 300 • Always runs top of page • Available in all Content Sections • Generally much higher response rate than static banner ads Push Down ads are offered as a daily sponsorship with cost based on section page views.

  12. Title-bar Sponsorships • Title-bar sponsorships appear exclusively on the Home Page under “News Headlines” in the upper right hand corner and on the “Weather” title-bar. These ad units are not intrusive but are strategically placed to achieve maximum branding results on the front door of WLWT.com. • Benefits Include: • Appears on high traffic Home Page • Approximate dimensions 100 x 32 pixels • Ad loads automatically • “Above the Fold” positioning • Appears next to credible local news & Weather • Click through to client’s web site

  13. Pre-Roll Video • Pre-Roll Video Ads run before video content and includes a Leaderboard or Display Ad that runs as a companion to the video, remaining on the page until a new video is selected. • Pre-Roll Video Ads can run up to :15 seconds and can be scheduled Run of Site (ROS) or by video topics: Popular Local News National News Weather Featured Benefits include: • Larger image size, up to 640 x 480 • Automatically runs when viewer clicks story • Ability to use existing :10 or :15 commercial • Viewers can click to client’s web site • Generally much higher response rates than static banner ads Pre-Roll video is offered on a cost per thousand (CPM) impressions basis or as monthly sponsorship.

  14. Video Display Ads The Video Display Ad is a short video (:15 sec. maximum) that includes a 300 x 250 display teaser encouraging visitors to click a button, graphic or text. After the video plays, the ad displays a leave behind element encouraging visitors to play the video again. Video Display Ads run in the same areas as regular display banners. Benefits include: • Ability to use existing TV commercial • Flexible commercial length from :05 to :15 sec. • Large size 300 x 250 • Teaser & Leave Behind encourage repeat views • Can be scheduled in specific Content Sections • Viewers can click to client’s web site • Generally much higher response rate than static banner ads. Pre-Roll video is offered on a cost per thousand (CPM) impressions basis or monthly sponsorship.

  15. E-mail Newsletter Ads HTML Version • E-Newsletters provide outbound marketing aimed at consumers who have opted in for this customized service. Over 68,000 Tri-State residents have signed up for specific content E-mails, ranging from Daily Weather reports to Entertainment Headlines to updated News Headlines that are delivered five times daily. • Site visitors that sign up for HTML versions receive skyscraper ads (160 x 600 pixels) while others receive text E-mail ads. • Benefits: • Consumers have opted in for this service • Newsletters can be targeted by content/topics • Ads delivered in Text as well as HTML skyscraper • Advertisers get extra exposure on sign up page • Ads offer click through to client’s web site • High frequency for clients since most consumers subscribe to multiple Email topics. • HTML E-Mail format has less competitive ad clutter than other sections or pages. Text Version Note: E-Mail Newsletter ads are offered on a monthly sponsorship basis only, in equal rotation with other advertisers.

  16. Contesting • Online Contests connect to customers in a fun, exciting and memorable way while helping advertisers collect information such as names, addresses and email for opt-in database marketing. • Online contesting can also be used to develop market research information by adding questions or “qualifiers” to the contest entry. • Online Contests include: • Feature links in the Entertainment and Contests sections • Creation of a full page Contest Form • Rules for Participation • Database capture – available to client when contest ends • Web-Driver TV spot to promote the contest (optional) • Contest sponsorship costs are scalable based on number of impressions, length of campaign, and desired level of contest participants.

  17. Slideshow Sponsorships • Slideshows cover a wide array of topics, from News stories to images of big sporting events, celebrities, entertainment and more. Slides are accessed via links from the Home Page and content Sections. When visitors click on a slide show it opens a full screen window including thumbnail photos, captions, buttons to advance slides, or share them with friends. • Slideshow sponsors receive rotating 728x90 Leaderboard and 300x250 Display ads which refresh each time a new slide is clicked. • Benefits include: • Low clutter - Only two ad units on each slide • Ads click through to the client’s web site • “Share Slides” can extend the advertiser’s reach • Slide shows are accessed from the highest traffic sections such as Home and Entertainment Slideshows are offered on a share of voice sponsorship basis with prices based on section page views.

  18. Full Page Ads/Buffer Pages • Full Page Ads are client-based content (buffer) pages. They incorporate your logos, images, text and links into your site using a variety of templates and can include the following: • Information about the company • Latest specials and offers. • Location and contact information. • Links to specific sections of the client website. • Additional links or content features promoting their campaign Creation of a full page ad or buffer page can be purchased by itself for a flat fee but is discounted when purchased as part of a sponsorship package.

  19. Digital Mobile Platform WLWT’s digital mobile advertising is one of Cincinnati’s fastest growing platforms with over 190,000 unique visitors and 3-million monthly page views. Your business logo and a banner ad appear on cell phones and PDA’s of viewers accessing News, Weather and Sports on WLWT Mobile with a direct link to your website. Features include: • Banner Ads (300 x 50) accompanied with a text link. • Text links contain up to 20 characters. • Mobile Apps for Android, Blackberry & I-Phone • All ads can click through to your web site. • WLWT can create a custom mobile buffer page or micro-site Full sponsor packages include a TV web driver promo, rotating banners, plus a 728 x 90 leader-board ad on the mobile sign up section of WLWT.com.

  20. TV Web Driver On Air Promo Helpful “Online Guide” Marianne Milano directs viewers to specific sections of the Web site. Spots use the station look and feel, with Marianne directing viewers to the Website section that features the sponsor. Research proves time and again that TV and online advertising compliment each other and lift awareness 20% to 30% when used in combination. TV Web Drivers are generally a mix of :10 and :15 second promos and are only available with online sponsorships. The cost of TV Web Drivers vary depending on level of online sponsorship and number of on-air promos scheduled. Contact your WLWT.com account executive for more information.

  21. Content Add-Ons • WLWT.com and Internet Broadcasting offer a variety of Content Add-ons that allow for additional image display and/or functionality, particularly on contest or buffer pages. Some examples include: • Customized Thank You Page • Winners Page • Bounce Back Email – Auto generated • Coupon • Contact/Lead Generation Form • Sponsor Bar • Countdown Clock • Flash Video Player Ad • Slideshow • User Generated Content Slideshow • Event Details Box Contact your WLWT.com account executive for more information.

  22. Other Digital Opportunities • Weather Multi-Platform Package • U-Local Social Networking • Home & Garden Show • High School Playbook • Five Star Colleges • Mobile Digital Multi-Platform Package • Tri-State Experts • Flying Pig Marathon • Eckstein-Summers Media Consulting • Holiday Gift Guide • Many others! Contact your WLWT.com Account Executive For Details

  23. For Additional Information Contact: Jeff Lovins Digital Project Manager WLWT.com Cincinnati 513-412-5626 jlovins@hearst.com

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