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Advertising for Results

Advertising for Results. Presented by: Imani Laners Interactive Sales Manager. Why A Local TV Website?.

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Advertising for Results

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  1. Advertising for Results Presented by: Imani LanersInteractive Sales Manager

  2. Why A Local TVWebsite? A new report from the Online Publishers Association* concluded that consumers are more likely to take action after viewing ads on local media sites, such as local newspaper, TV station and magazine sites compared to other local online sites. Local TV websites ranked 2nd at 44%.  *Conducted by JupiterResearch 2008 DID You Know? • Local TV news content is the biggest audience draw on-air and on digital platforms – and it is the most effective video advertising platform. • After search engines, local TV news websites** are the most frequently used for local news and weather. • Online video viewing of local TV news content is higher than that for any other genre. • Local TV websites are the “most important source” for weather information. • Among the online population, local-news viewers are relatively affluent technology adapters: 44% have DVRs, 32% have HDTV sets. **Research conducted by Frank N. Magid Associates. The Magid survey, one of the most ambitious such studies mounted, included more than 2,700 local news viewers, age 25-54

  3. Advertising Opportunities

  4. Solutions • IAB Standard Display Ads • Pre-roll and Post-roll Video • Custom Sponsorships • Search Engine Marketing (Web Visible) • Adver-gaming and client-sponsored games • Sweepstakes / contesting • SMS/Texting • Broadcast / online / mobile promotions

  5. Ad Gallery Leaderboard – 728x90px Pencil Ad / Sliding Billboard –Expanding 970x300px to 970x30px Large rectangle – 336x280 or Medium rectangle – 300x250 Video Pre-roll - :10 or :15 or Video Post-roll - :20 or :30 Logo – 88x31 Full Banner – 468x60px Large rectangle – 336x280 or Medium rectangle – 300x250 Leaderboard – 728x90

  6. Video Video Pre-roll - :10 or :15 or Video Post-roll - :20 or :30 Large rectangle – 336x280 or Medium rectangle – 300x250

  7. 2 Leaderboards – 728x90px Section Sponsorship Advertiser has exclusive control of all ad units in section Logo – 88x31 Video Pre-roll - :10 or :15 or Video Post-roll - :20 or :30 2 Large rectangles – 336x280 or 2 Medium rectangle – 300x250

  8. National/ Local CustomIntegrated Sponsorship Case Study: • Objective: • Drive consumers to Amtrak stations on May 10, for National Train Day thru the use of our local websites and television stations in LA, CH, DC and NY. • Increase local awareness • Drive consumers to 4 separate National Train Day events. • Solution: • A campaign was created that: • Generated buzz and awareness • Drove thousands of consumers to enter the NTD contest online • Visit client site, NationalTrainDay.com • Attend select Amtrak station events for "NTD" in LA, CH, DC and NY. Click for interaction with live site

  9. Include a text component in your campaign to provide additional opportunities for engagement with your customers – in a recent poll, 30% of consumers said they would like to receive mobile coupons. Customers will see or hear your text offer via your traditional media ads. They will request your information by responding via text - sending a keyword to our shortcode (a 5 or 6-digit telephone number we provide) - they’ll receive your message in the palm of their hand within seconds. Simple Text Campaigns $1,000 per week in addition to the schedule purchased on your web site and medium to promote the campaign Keyword “rental” $800 - $2,000 per word per month Use of Keyword can be used in all advertising for integrated campaigns Copy change up to four times per month SMS/Texting Opportunities Text messages must follow carrier compliance. Phrases such as “Standard message charges apply” and “Text stop to quit” need to be present and legible. Source: Jupiter Research via Mobile Marketer 3/5/09

  10. Detailed Information Store locator – Enter zip code on landing page Click to call – Reach customer service/ reservations Data capture – Enter email or phone/text for updates Coupon – Bring phone to store for special discount Mobile Web Display Opportunity Daily Mobile Web consumption of news and information doubled from January 2008 to January 2009: comScore Banner ads on our mobile site: All of our ads can be clickable to a customized landing page with: • Rate: $35 CPM • Features like click to call from the ad can be included at no additional charge

  11. Mobile Web Landing Pages/Microsites Examples • Rate: $2,000 - $5,000 • Features like Tell a friend, Link out, Opt-in email as lead generation can be included at no additional charge

  12. CustomIntegrated Sponsorship Leaderboard – 728x90px Integrated buttons that can link to “Store Locator” or client site areas beside content links appealingto fans • Content features • Fresh blog posts • Featured fan comments • Next on broadcast info • Character of the week Integrated logo/link to your site

  13. Adver-gaming Objective: Increase local awarenessabout Verizon FiOS Solution: Attach the Verizon brand to a $100K giveaway for a sport targeting men. Co-branded online and on-air promotional ads. Exclusive Sponsorship Case Study:

  14. WE LOVE RICH MEDIA!

  15. Homepage Peel back

  16. Interstitial

  17. Sliding Billboard

  18. WPIX ONLINE

  19. WHY Add WPIX.com to Your Buy? Who is WPIX.com? Online component to WPIX station in New York which reaches over 7.3 million* TV households Trusted local online destination for news, traffic, weather, sports, videos and CW programming WHY WPIX.com? Year-to-year ratings increases in 25-54 demos for news programming Destination network (The CW) for young adults 18-34 Exclusive video segments; Over 250K monthly video streams Top prime time programming with exclusive online sponsorship opportunities Choose WPIX.com Generate traffic or leads and increase branding, product awareness/education Decrease competitive separation On-air integration opportunities with WPIX-11 Target NYC local residents*Scarborough and Omniture data, 2008 *Scarborough and Omniture data, 2008

  20. Online Stats • Average Monthly Page Views: 3.8 Million** • Average Monthly Unique Users: 275,000* • Average Monthly Video Streams: 250,000** • Average Monthly Ad Impressions: 6.6 Million****ComScore Media Metrics data, February 2009**Omniture, March 2009 • ***Doubleclick ad data, March 2009

  21. User Profile Demographic Profile Women…………………………………………….56% Men………………………………………………….44% Household Income $35,000+…………………………………………88% $50,000+…………………………………………52% $75,000+………………………………………..48% $100,000+……………………………………….31% Marital Status Single……………………………………………….63% Married…………………………………………….37% Age 18-34…………………………………………………80% 25-54………………………………………………..50% 35+…………………………………………………..31% 55+……………………………………………………..5% *Sources Site Metrics and Scarborough Research EducationHigh School Graduate+………………………..90% Some College/College Grad+………….…..65% Graduated College+……………………………..28% Postgraduate Degree+………………………….11% OccupationStudent (employed Part Time)……..…..…20% White Collar…...……………………………..……..55% Blue Collar……………………………………………..25% Professional / Managerial……………………..40%

  22. Channels

  23. News

  24. Blogs

  25. Entertainment

  26. Sports

  27. Traffic

  28. Weather

  29. Shows

  30. Shows • Programs fans love • CW Network Shows • Exclusive Video Interviews • CW Scoop & Gossip • NY Top Model Casting Call • Other WPIX Shows • Hot Photos • Primetime Listings

  31. RatesAll Rates Quoted Are Net ROS Banners- $10 CPM 728x90, 300x250 and 468x60 In-banner Video (Mixpo) - $20 CPM Pre-roll Video- $40 CPM <:20 seconds Post-roll Video- $20 CPM >:20 seconds Mobile Texting Campaign- $1K/ week Mobile Banners- $35 CPM Mobile Landing page- $2K-$5K Web Contest-$1K+/ month Twitter placement sponsorship- $3K/ month Custom Micro-site- $5K+ Section Sponsorship- $2K-$5K/ month Includes Sponsored by client logo Ad exclusivity (banner and pre/post roll video)

  32. Creative Specs • Leaderboard – 728x90 pixels72 dpi, Flash, .gif, .jpg; max. file size = 40K • Large Rectangle – 336x280 pixels72 dpi, Flash, .gif, .jpg; max. file size = 40K • Medium Rectangle – 300x250 pixels72 dpi, Flash, .gif, .jpg; max. file size = 40K • Banner – 428x90 pixels72 dpi, Flash, .gif, .jpg; max. file size = 40K • Sliding Billboard – 970x300(in-unit and pencil ads) 90K (billboard) and 15K masthead, 10 seconds max. No looping. Auto expanded 1 per user per day. • Interstitial – Full pageAd between page. 30K, 10 sec. max. User initiated audio. Must have Skip or Close button. Must include PIX11 branded header. • IntrostitialFull page as user enters the site. 40K, 10 sec. max. No looping. Must have a Skip or Close button. Auto expanded 1 per user per day. Must include PIX11 branded header. • VideoPre-roll and post-roll, see full specs at: http://tribuneinteractive.com/specs/ • Logo/Button – 88x31 integrated into Section graphic

  33. Contacts Imani Laners Interactive Sales Manager Phone: 212.210.2663 Fax: 212.210.2805 Cell: 914.772.8499 Chris Mangan Campaign Manager Phone: 212.210.2652 Fax: 212.210.2891 Cell: 917.363.4294 Address: PIX11 | 220 East 42nd Street | 10th Floor | New York, NY 10017

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