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Integration training presented w/c 3 Sep 12
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How do you consume your social media?How has social media changed your routines and media consumption?
Is it a better world?Chapter 1
By the end of this course, participants should be able to…
• Describe the benefits of integrated advertising in terms of reach, frequency & response.
• Identify the signs that a business would benefit from digital or magazine advertising as part of their media mix
• Generate excitement around the opportunities presented by a multi-platform campaign
• Confidently speak to clients about the measurement metrics for adelaidenow & mobile and the projections for digital advertising growth in Australia
• Understand the positioning of each of ANM’s platforms in the 24 hour news cycle
• Confidently pitch integrated ANM solutions for increased marketshare at the expense of radio and TV
Our vision for you
ANM’s success relies on strong print revenue
Working Together
Share some stories of how online has helped open up communication channels with clients or helped us get print based campaigns over the
line.
adelaidenow – 37,200
TA*M – 4,700 AN win stuff –
3,600
adelaidenow – 10,000 TA*M – 4,620
TA*M – 150
730k UA p/m
200k UB p/m
1k subs
3k subs
M-F 446k reach
Sat 529k reach
588k reach
Source: Press Readership – Roy Morgan to Mar 12, anow UA Nielsen Apr-Jun av
40k+ books 300k+ magazines 90k+
directories
Understanding Environment vs Audience
Understanding Reach + Environment
Discuss how our reach, environment & audience work together to provide us with a significant competitive advantage in this market
E•Eff
ectiveness
=
M •Mass x
C2
•Connection x
•Creativity
ANM print & web together
“Newspapers and their websites capture the undivided attention of users, making them the ideal environment to influence consumers behaviours””
Advertising in both newspapers and their online newspapers Instant mass reach
Drive visitors to a website for customers acquisition Quality audience
Opportunity to increase frequency at short notice Topicality
Measurable pre/post brand awareness
Source: Nielsen Media Research National Readership Survey Q4 06 – Q3 07 All People Aged 15+
Differences
Newspapers offer different reason for usage compared to their websites
Newspapers are about providing a mind expanding read, while theirWebsites ‘scratch the news itch’
Newspapers Trigger Call To Action
In depth, exploratory: 45min
Sets the daily agenda
Stimulates Conversation
Linear read covering a broad spectrum
Bite size, Snapshot: 8min
Provides up to the minute breaking news
Provides a platform for expressing opinion
Sectional modules with navigatable links
Content
Descriptive, Detailed
Predominantly call to action
Informative
Measurable in response
‘beyond the rectangle’
Eye catching, click provoking
Predominantly call to click
Visual
Measurable in clicks & views
Rich/Video
Advertising
Does this follow your media consumption?Do you pay attention to advertising in the paper & online, or do you shut it
out?Do you prefer your advertising to be relevant to the content, or just relevant
to you?
The 4th Pillar
Facebook referrals growing
Advertising
7 News Mix SAFM Nova AdelaideNow0
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10000
15000
20000
25000
30000
35000
Series1
Social Media Engagement
9 News 7 News Nova AdelaideNow0
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5000
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7000
8000
Series1
Tweet
25
Endorsement for an event or sale to our 4,600 followers + wider #adelaide
Editorial Blurb
Webpage link
Facebook Post
26
Endorsement for an event or sale to our 4,700 loyal fans
Editorial Blurb
Image
Webpage link
Pinterest listing
27
Topical product or brand pin/s
Editorial Blurb
Opportunity to feature price
Webpage link
How do you consume your social media?How has social media changed your routines and media consumption?
Is it a better world?
How do you consume your social media?How has social media changed your routines and media consumption?
Is it a better world?Chapter 2
The Big Picture
Creating and distributing high quality news, sports and entertainment worldwide. 0
1
Influencing more Australians every day than any other media company
Every day we engage audiences across multiple platforms with high quality content.
Our trusted portfolio of news, lifestyle, sport and search brands reaches six million Australians a month.
NewsNews SportSport LifestyleLifestyle SearchSearch
Sales & Support: A knowledgeable team backed by a strong support network.
Strong Support Team
Comprising of strategists, product managers, campaign managers, producers and an engaged editorial team make it easier to facilitate your campaign from beginning to end, with high quality results.
Quality Sales Team
Knowledgeable salespeople focused on delivery of high quality advertising solutions for clients and agencies.
Client or
Agency
Research & Insights
Site Sales Managers
Ad Operations
Product Managers
Integrated Sales Specialist
ANM Digital TeamYou
Integration with News
Limited papers
and magazines
Audience
Our compelling content attracts large audiences across key demographic groups.
Isabella25-44 yr old female
Zac & Amy16-24 yr olds
Gerald25-54 yr old male
Jane & FrankThe ABs
Alisa OR JohnGrocery Buyer with
Kids
Audience
Time poor worker who increasingly turns to net for quality news, business, technology and the latest gadgets and follows sport.
NDM reaches 2.525 million men 25-54 years daily (UAs) *
25-54 yr old male
Gerald
*Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot In L4W x Nielsen Online Answers DEC 2011
Professionals who follow leading news, business and lifestyle content as an anchor for their busy lives.
NDM reaches over 2.192 million AB (UBs) monthly, 56% more likely than the general population to visit the NDM network*
TheABs
Jane & Frank
* Source: Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot in L4W x Nielsen Online Answers DEC 2011
Gender-balanced Australian household. Like a broad range of news and lifestyle, but also food and value sites.NDM reaches 1.524 million GBs with kids (UAs) monthly*
Grocery Buyer with Kids
Alisa OR John
* Roy Morgan Research Single Source SEP 2011- Visited NDM network exc Kidspot in L4W x Nielsen Online Answers DEC 2011
Gaming, popular brands and passionate about entertainment!
NDM reaches over 1.258 million (UAs) monthly*
16-24yr olds
Zac & Amy
* Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot In L4W x Nielsen Online Answers DEC 2011
Highly engaged reader across lifestyle categories including health, fashion, food and interiors.
NDM reaches over 1.777 million women 25-49 (UAs) monthly *
25-49 yr old female
Isabella
* Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot In L4W x Nielsen Online Answers DEC 2011
180,00
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60,000
40,000
20,000
10,000 20,000 30,000 40,000 50,000
Social Media Followers
New
slett
er
Subsc
rib
ers
= average session durationSource- Nielsen online SiteCensus August2011
Audiences engage for longer with our premium content, including branded newsletters and social media sharing.
ASD=03:29
ASD=08:00
ASD=11:25
ASD=03:54
Consumer behaviour is changing rapidly and we keep up, owning the agenda throughout the day.
15
10
5
12108642 108642
AM PM
% of total activity
Key Sites
Australia’s largest food and recipe network
• A unique channel combination that brings together the most powerful food brands in Australia
• An extensive brand platform with multiple consumer touch points at each stage of the purchase cycle
• Home to Australia’s and the world’s top food talent
• Suits everyone from the novice to the confident cook
• Driven by tried, tested & trusted recipes from Australia’s leading food magazines
Australia’s #1 health, happiness and wellbeing media brand
body+soul newspaper section
body+soul online
MOTIVATIONAL & ME TIME
‘trusted source, credibility & building
advocacy’
DEEP DIVES & INDEPTH ADVICE
‘research, planning & community’
5.5m Weekly Readers14+ Minutes of Me Time
…………….
Getprice users are more likely to purchase
Consumer search begins
Point of Sale at Online Retailer
Independent product reviews
User reviews and product comparisons
Product and Price comparison
SELECTION & ACQUISITIONRESEARCH
• Reach qualified shoppers at critical point in buying process
• Near point-of-sale, preparing to purchase• Not just price: emphasis on value, product features
• 1,202,000 Unique Audience – NOR July 2012
• 1200 Online & Multi Channel Retailers – Approx 2.8 million products
• Hitwise Number 1 Shopping and Directories website - 2010 and 2011
• Deloittes Top 50 fastest growing technology company in 2009 ,2010 and 2011
• 115,000 shoppers now signed up to the Getprice Newsletter
• Getprice partner network includes News Digital Media, Yahoo, MSN Shopping,Choice, News.com.au, Taste, Shop Ferett, PC World, Good Gear Guide and C-Net.
Best Aggregation Channel - Online
Retail Industry Awards 2011 & 2012
Key Stats & Demo’s
Demographic info Behaviours Attitudes
Average number of times bought products/shopping over the internet in last 3
mths – 5 times
87% visited online communities & messaging
sites in the last 4 weeks
59% Men41% Women
Average Age: 41 years
Average HH income : $121K
Quality is more important than price(73%)
Born to shop (16%)
I buy more store’s own products than well known brands (40%)
I enjoy clothes shopping (42%)
I am always ready to try new & different products (61%)
Source: Roy Morgan Research March 12; visited getprice.com.au in last 4 weeks
AB Socio economic Group: 36%Big Spenders: 64%
76% visited News & Newspaper sites in the last 4
weeks
Getprice Audience
Monthly Audience
148,000 UAs
891,000 PIs
110,000 Video Views
270,000 Newsletters
3m 50s Time Spent per Person
Audience Profile
72% male
64% age 18-34
92% have bought something online in the last six months
89% will buy a smartphone as next phone
68% exercise between 2-6 times / week
55% drink beer at least once / week
58% hold an undergrad or postgrad degree
19% fly 6 or more times / year
22% have an investment property
*Nielsen Answers – May 2012
These guys are active and avid consumers...
*Source: Effective Measure independent user survey- April 2012
Men’s Lifestyle
The Premiere DestinationFor Videogame and
Entertainment Content
Monthly Unique Audience 842,000
Month on Month UA Growth +11%
Monthly Page Views 11,521,000
Time per Person 9m 20s
Source: Nielsen Online Ratings April 2012
• Targeting people (Men 18-34 in particular) who play games and have an interest in broader entertainment
• Exactly 50% of IGN’s audience are age 21-34
Guinness World Records crowned IGN.com “World’s Most Popular Video Games Website”- June, 2011
Demographic info Behaviours Attitudes
Source: Roy Morgan Research March 12; visited Carsguide.com.au in last 7 days
20% intend to buy a new car within the next 5 years
Are 148% more likely than the total population to buy a new car within the next year
70% Men; 30% Women
Average Age: 41 years
Average HH Income $109K
Believe quality is more important than price (78%)
Choose a car mainly on its looks (17%)
You can tell a type of person by the type of car they drive (36%)
Buy a product because of the label (31%)Are 20% more likely than the
total population to have comprehensive vehicle
insurance I’ll go out of my way in search of a
bargain (41%)
B S
D A
CARSGUIDE.COM.AU AUDIENCE
Buyers on the search for their perfect match in the next 12 months, whether it’s new or used.
Sellers who no longer find their car to be a perfect match. These break-ups can be due to a number of reasons: new job, new baby, travelling or an emptying of the nest.
Car dealers use us to connect with those on the hunt for a car. In turn we allow them to generate more leads.
Advertisers use us to connect with our consumers who are actively in market to buy and sell, source useful tips and advice and connect with our dealers.
Our online audience has been broken out into four segments:
CONSUMER PROFILING: PATH TO PURCHASE
Seek – 4 months
Consumer considers an initial set of brands, based on brand
perceptions and exposure to recent touch points. There are
3.8 brands on their radar at this point and two model types.
Involve – 2.5 months
Consumers add or subtract brands as they evaluate what they want. There is usually 2.2 new brands
added as they start to learn more about the brands. They are now convinced on one type of model.
Act – 1 month
Ultimately, the consumer selects a brand based on value for money.
‘The deal’ can sway the brand and model decision.
The consideration process stretches across 7.5 months.
News &
Reviews
Search
* Roy Morgan Platinum: Dec ‘10 – Oct ’11
1. Holden Ute 2. Toyota Landcruiser
3. Porsche Panamera
4. Holden Commodore
5. Volkswagen Golf
MOST SEARCHED NEW MODELS
*UNICA May 2012
Search generates 70% of Carsguide.com.au’s traffic
CareerOne
How do you consume your social media?How has social media changed your routines and media consumption?
Is it a better world?Chapter 3
DIGITAL
AGENDA
• The Digital Landscape
• The Competitor Landscape
• Demystifying Digital
• Our Digital Offering
• Useful Resources
THE DIGITAL LANDSCAPE
TOTAL MEDIA SPEND: $9,893,135,000 (APRIL 11- MARCH 12 )
Source: Nielsen Adex Data
THE DIGITAL MEDIA MIX
ONLINE VIDEO ADVERTISING EXPENDITURE
MOBILE USERS> DESKTOP INTERNET USERS WITHIN 5 YEARS
Morgan Staley Research
THE COMPETITOR LANDSCAPE
THE COMPETITIVE LANDSCAPE
COST
PUBLISHERS
The ‘Top 5’ represent 63% of the total display revenue in Australia
Publishers own or create the content on their sites
AD NETWORKS
• Ad networks are typically third party companies that sell Australian eyeballs on a range of national and international sites or on behalf of independently owned sites.
• Most commonly sold on a blind performance based model or by vertical
THE LONGTAIL
• May be lower reach but engagement with the audience is strong
• Niche sites covering specific interests/passion points
• Examples: Blogs, Forums, Sporting Associations, Film Reviews, Music and Artist fan clubs, Casual Gaming, Mobile Downloads, Wedding Planning, Baby and Parents
DEMYSTIFYING DIGITAL
DIGITAL JARGON
Page Impression: Also known as page requests or page views. Page impressions refer to the number of times that a web page is requested from a server.
Unique Browser: This is a visitor tracked by IP. Each IP is counted only once.
Unique Audience: The number of unique individuals who have visited a Web site at least once in the reporting periodThink of this as Circulation
Average Session Duration (ASD)This is ‘time spent’ or a metric for engagement
CPM= Cost Per Thousand Page Impressions
STANDARD DISPLAY SIZES
LEADERBOARD 728X90HALF PAGE 300X600
MEDIUM RECTANGLE
300X250
TEXT LINK: 25 Heading and 70 Character Body
STANDARD BANNERS
• Standard banners account for 70% of all online ads
• 30KB to 40KB in file size
WHAT IS RICH MEDIA??
• Rich media is a terms for advanced technology used on internet ads, these include streaming video, audio, interactivity, and special effects
ONLINE COST MODELS
method cost reason example
Time Based Fixed Price High Awareness and Impact
Daily Homepage Buyout
Sponsorship Flat Fee Exclusivity of Content
100% SOV of Business
CPM Cost Per 1000 Impressions
Purchase based on desired reach SOV
Run of Site/Section
CPA Cost Per Acquisition Only pay for an identified action
Performance buy
CPC Cost Per Click Only pay when a user takes interest
Performance Buy
BUY TYPE BASED ON CLIENT OBJECTIVES
HOW IS AN AD SERVED?
OUR DIGITAL OFFERING
OUR USP
Combining quality content and leading digital advertising technology, backed by superior service.
• Leading media brands• Dedicated journalists• Premium content
environments• Made for medium
content
• Apps & Devices• Targeting• Social integration• Sophisticated
advertising solutions
• Inspiration & Insights
• Innovation & Updates
• Sales & Support• Integration &
Collaboration
OUR DIGITAL NETWORK REACHES 6 MILLION PEOPLE PER MONTH
NewsNews SportSport LifestyleLifestyle SearchSearch
AUSTRALIAS MOST AWARDED NETWORK
Source – Nielsen Market Intelligence Apr 2011
Each month our sporting fanatics spend nearly 4million hours with our sports content.
Our foodies will spend about 4m hours on Taste.com every year
Each month gaming enthusiasts leave an average of 14,000 and ‘Like’ articles 62,000 times per month.50% of bodyandsoul.com.au members
are interested in fitness Reaching over 746,000 women searching for the latest in entertainment news
Our fashionistas will contribute around 20,000 posts on Vogue.com.au every month
WE CONNECT THROUGH OUR AUDIENCES PASSIONS
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Social Media Followers
New
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Subsc
rib
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Size of dot = average session duration
ASD=03:29
ASD=08:12
ASD=11:25
ASD=03:54
Source- Nielsen online SiteCensus August 2011
OUR AUDIENCE IS HIGHLY ENGAGED AND LOYAL
Editorial Newsletters Ticker
Double Column Block
High Impact
RMX
Extender
Performance
Social Media integration
Solus edm by brand
Integrated solutions
Pre-Roll
Apps & DevicesDisplay Video Custom Targeting Email
Standard Ad Units
Lightbox
The Perk Solus edm
Audience Targeting
Keyword Targeting
Custom Segments
Cost Per Click
Low CPM
M- Sites
Masthead App Network
Social Media Apps
Lifestyle Apps
OUR AD PRODUCTS
TRAILER ROYALE
• Tells a story in a dominant, theatrical way.
• User initiated means interactivity and engagement.
• Versatility allows for extensive targeting options across NDM websites.
• Extensive user reporting gives advertisers access to customer interaction data.
PUSHDOWN
• Take prime position above the page content- Loads a large panel above page header
• Subsequent impressions load a polite panel to revisit your message
• Extensive engagement reporting gives insights areas that drive the most interest
PAGE WRAP
• Online version of a page wrap.
• Wrap your brand around most NDM site homepages.
• Seamlessly integrated creative execution with page content.
HUMDINGER
• Dominant panel loaded above all content
• Large palette for creative flexibility
• No frequency cap (loads full panel for entire day)
CATALOGUE AD UNIT
• An engaging retail experience
• Rollover initiated expanding catalogue
• Social integration
• Store locator and catalogue download
Over-The-Page (OTP)
• Standard or full pages sizes available.• Provides maximum exposure.• Creatively convey an array of brand messages.
Standard Full Page
In-Player Video
1. Pre-Roll & Companion• Solus ad break
• Pre roll up to 15 secs
• Companion Med Rec on some players
2. Skinning & Integration• Create a strong branded experience
• Clickable, static skins
• CTA follows video to enhance brand recall
3. Video Overlay• Appears for 10s from 30” on clips
• Dimension 450x50
• Provide flv or text link creative
Video Light Box: Expanding Video Player
• Click initiated video medium rectangle
• Expanding into full-page light box with video
Video Extender
• Users can expand the TVC to their ideal sizeExpanding medium rectangle video unit
• Playful teaser prompts user interaction
VIDEO: RMX
300 x 600
• Showcase TVCs in standard size placements
• Half page RMX offers TVC placement and 3 CTAs
• Tracking and reporting on user interaction
300 x 250
Daily Newsletters: Effective, targeted, direct.
• Reach over 1.6 million subscribers each week.
• Higher ROI than display alone.
• Email averages a 0.10% CTR.
Solus eDM
• Stand-alone emails dedicated to one brand/product.
• Co-branded with trusted NDM brands.
• Perfect for tactical offers to generate buzz.
• Entice your consumers – format allows creative freedom.
Ticker
• Integrated hard coded placement- Premium placement amongnst content.
• Convey a range of messages within page boundary.
• Reinforces and enhances standard roadblock buyout.
* Subject to site discretion
Double Column Block
• Advertising placed among homepage content.
• Below the fold unit – high impact, large format
• Similar CTR to Medium Rectangle despite being lower on the page
Side Skins
• Offers increased ownership and visibility- great visual branding opportunity
• Skin homepages and breaking news sections across the network.
• Convey multiple messages, utilizing all elements:
– medium rectangle
– Leaderboard
– side skins
Integrated Solutions
• Access to a team delivering new innovative solutions.
• Align with the strongest media brands in the market.
• Take advantage of a loyal and engaged audience.
Social Integration
Integrate your campaign seamlessly with social media:
• Site-specific brand and twitter pages allow sharing online.
• Integrated share functionality within all article pages.
• Social Media Applications linking your campaign to:
– NDM network
Social Integration
Our service team also:
• Know where people talk about your product.
• Can get you into the conversation.
• Build your strategy around our brands for greater reach and interaction.
Cross Platform Integration
• We work with you to deliver innovative campaigns across multiple platforms.
• We strive for simpler, easier implementation.• Platforms include newspapers, magazines and digital (online, iPad, mobile).
Magazines
Online
Newspapers
TARGETING
Why NDM Targeting?
• Flexible and transparent customer segmentation.
• Utilise our trusted data on consumer behaviour across brand sites.
• Our audience span a range of different interests.
• Connect with around 6 million engaged consumers.
How Do We Target?
Behaviour: Behavioural targeting and retargeting helps you connect with our audience based on interests, attitudes and purchase intent.
Relevance: Keyword and contextual targeting utilises brand values and associated categories.
Compass: First Impression gives a HUGE reach, Demographic and Ad Server (time / geo / browser) targeting offer increased effectiveness at no charge.
PERFORMANCE
• Get access to a highly engaged Australian online audience.
• Wide ranging and high reaching quality touch points:
– Quality Leads: optimization matches ads to individuals likely to respond
– Cost Effective: low cost solution for direct response marketing
– Brand Safety: trusted content with an engaged online audience
– Minimal Wastage: buying model ensures you only pay for results
MaximiseQualityLeads
CostEffective
BrandSafety
MinimalWastage
What is ‘integration’
Leaderboard
Medium Rectangle
Integrated Header/Skin
Sponsored Content Module
NEWS LIMITEDS DIGITAL STRATEGY
FOUR KEY AREAS FOR 2012
TABLET APPS
• Australia’s leading App network across News and Lifestyle.• Leaders in publishing content across multiple platforms.• Adapting content to consumer behaviour throughout the day.
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