Embed Size (px)
Citation preview
Generating Value from your Online Ad Inventory II
How Publishers Can SurviveSurvive & ThriveThrive in an Ad Recession
presents
featuring…
Dave Hendricks EVP, Sales & Planning
Moderator:
Panelists:
Copyright 2009, Datran Media Corp. All Rights Reserved
Julie RutherfordVP, GM EmailFox Digital Media, Beliefnet.com
Marc KivenChief Revenue OfficerExaminer.com
The Past and PresentPast and Present of Publishing
Advertising Before Advertising Before Public Internet…Public Internet…
Non- Interactive
Less Measurable
Latent and Long-Tailed
Advertising Advertising Today…Today…
MobileBlogsWeb sites
Social Media
Interactive
Targeted
Measurable
Timely
Copyright 2009, Datran Media Corp. All Rights Reserved
Copyright 2009, Datran Media Corp. All Rights Reserved
*Zenith Optimedia, 2009 Media Forecast
Times Are Tough for Older Media Channels… But Not Every Channel is Bleeding
NEWSPAPERS MAGAZINES INTERNET
Newspaper ad expenditures will
drop 14.7% in 2009*
Ad spending in magazines will fall
16.7%*
The Internet is the only medium Zenith expects to
grow this year*
But Online Readership continues to GROW.GROW.
The average monthly reach for magazine Web sites grew to 45.1% of the total grew to 45.1% of the total U.S. Internet populationU.S. Internet population in Q1 ‘09. The time spent by consumers on magazine
sites also rose, registering a 1.3% increase1.3% increase.
*Magazine Publishers of America, 5/09
The number of visits to consumer magazine Web sites averaged 75.8 75.8
million unique users per monthmillion unique users per month, a new record*
Declines in print readership are being offset by INCREASESINCREASES in online readership.
Copyright 2009, Datran Media Corp. All Rights Reserved
1. Where did you read your news today?
a) traditional paperb) online paperc) news aggregatord) mobile devicee) town crier
1. Where did you read your news today?
a) traditional paperb) online paperc) news aggregatord) mobile devicee) town crier
Even those who are considered heavy newspaper readers spend about as much
time online today as the typical U.S. adult.
Copyright 2009, Datran Media Corp. All Rights Reserved
Copyright 2009, Datran Media Corp. All Rights Reserved
Your Online Assets are Very ValuableValuable to Advertisers:
FREQUENCY
CREDIBILITY
TARGETED
PURCHASING POWER
CONTENT
QUANTIFIABLE
MULTI-CHANNEL
HIGH PROFILE
CUTTING EDGE
ACTIONABLEA Treasure Chest
of Benefits For Internet Advertisers
Copyright 2009, Datran Media Corp. All Rights Reserved
Advertisers Demanding Increasingly Narrow Targeted Audiences…Targeted Audiences…
Female, 22 College Student
Male, 33 Married, Home Owner
And consumers are embracing the proliferation of choices that online publishers offer in forms of Web and NewsletterWeb and Newsletter content.
Male, 28 Single, Rents
Female, 41 Single Mother
Copyright 2009, Datran Media Corp. All Rights Reserved
Is email advertising an acceptable exchange for free content suppliedby your favorite sites?
YesNo
Is email advertising an acceptable exchange for free content suppliedby your favorite sites?
YesNo
Challenging Times
Copyright 2009, Datran Media Corp. All Rights Reserved
Omniture, June 2009
# of Examiners
Om
nitu
re, J
une
2009
Our Growth: Why?
Copyright 2009, Datran Media Corp. All Rights Reserved
What is Examiner.com?
• Launched April, 2008• A Network of 90 Local Market Content Websites• Growing to 120 markets by September• Examiner.com Content Covers 24 Channels• Building the Largest library of local interest articles• Over 13,000 Examiners Contribute Content• Fully and continually vetted
Copyright 2009, Datran Media Corp. All Rights Reserved
Examiners are independent credible Experts, who are knowledgeable community insiders
that create compelling local content ““Examiners want to share what they know Examiners want to share what they know
about their communities”about their communities”
Copyright 2009, Datran Media Corp. All Rights Reserved
16Copyright 2009, Datran Media Corp. All Rights Reserved
The Challenge For Examiner.com
Connecting Madison Avenue & Main Street Around Common
Local Passion
Copyright 2009, Datran Media Corp. All Rights Reserved
Now more then ever consumers are seeking a sense of connection with brands and local business as a means to
help them make sense of their daily lives…
Copyright 2009, Datran Media Corp. All Rights Reserved
ServiceUtilityValue
How Is Examiner.com Getting There?
Data Targeting
+
Audience
=
Copyright 2009, Datran Media Corp. All Rights Reserved
Would you pay a subscription fee to eliminate ads sent to you viaemail?
YesNo
Would you pay a subscription fee to eliminate ads sent to you viaemail?
YesNo
We provide uplifting content to improve your life and the world.
93% of users report
feeling better
after visiting Beliefnet
-Nielsen NetRatings
Copyright 2009, Datran Media Corp. All Rights Reserved
About.com listed Beliefnet as one of the Coolest Websites of 2008. The
criteria stated that sites must evoke emotion and be memorable and stimulating. Beliefnet
was chosen specifically because it provides "something deep for everyone."
Leading authority on spiritual information for the major
US news organizations.WEBBY Awards 2008People’s Voice WinnerOfficial Nominee, Religion & Spirituality Category, 2007
Official Honoree, Best Practices for Overall Web Excellence, 2007
2008 Online Journalism Awards Winner for Online Commentary (Large Site)
ASME National Magazine Awards Finalist "General Excellence Online“2002, 2004, 2006, & 2007
Editorial Awards
Copyright 2009, Datran Media Corp. All Rights Reserved
• 73% Female, 27% Male• Age 35+: 92%• College: 81%• HHI $50K+ 56%; $100K+
23%
Source: All Nielsen NetRatings, 1DoubleClick
Copyright 2009, Datran Media Corp. All Rights Reserved
27 Editorial Newsletters with topics ranging from Inspiration to health to spirituality and more.
Copyright 2009, Datran Media Corp. All Rights Reserved
• Quickly iterate design, content, layout to continually improve product
• Ability to showcase more relevant content on site
• Connect user with sponsor throughout
NewslettersNewsletters
Copyright 2009, Datran Media Corp. All Rights Reserved
Newsletters – How to Get ThereNewsletters – How to Get There
Content/Layout Optimization; Subject Line Testing
Copyright 2009, Datran Media Corp. All Rights Reserved
Newsletters – How to Get ThereNewsletters – How to Get There
Acquisition of quality, engaged subscribers
Copyright 2009, Datran Media Corp. All Rights Reserved
10M opt-in email subscribers
Copyright 2009, Datran Media Corp. All Rights Reserved
High performing targets include entertainment, finance, insurance, health, online education, online dating.
Partner MailPartner Mail
Copyright 2009, Datran Media Corp. All Rights Reserved
• Increase relevancy of offers to users
• Increase advertiser performance
Partner MailPartner Mail
• Responder lists & follow up campaigns
• Additional demographic and behavioral data
• Creative testing
Copyright 2009, Datran Media Corp. All Rights Reserved
The Future is Now…The Future is Now…
• Increasingly targeted email• Email in the social inbox• RSS• Widgets• Targeted cross-platform advertising
Copyright 2009, Datran Media Corp. All Rights Reserved
Copyright 2009, Datran Media Corp. All Rights Reserved
Have you ever clicked on a magazine or newspaper link in Twitter?
YesNo
Have you ever clicked on a magazine or newspaper link in Twitter?
YesNo
Some RecommendationsSome Recommendations
Embrace Free and the ‘Freemium’ Model Embrace Social Media like Twitter, Facebook Monetize your Newsletter Inventory Encourage Site Registration and Audience Measurement Don’t Give Away Ad Space to Protect Print Create Vehicles for Your Advertisers, like Communities Drive Site Commenting and Interaction to Drive Page Views Be as Local and Topical as You Can Possibly Be
Copyright 2009, Datran Media Corp. All Rights Reserved
Thank You!Thank You!
?? !!
Q Q and and AAss
Copyright 2009, Datran Media Corp. All Rights Reserved
For More Information on Monetization…. For More Information on Monetization….
WWW.DATRANMEDIA.COM
888-494-4ROI
Copyright 2009, Datran Media Corp. All Rights Reserved
