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Local Internet Market
Source: Scarborough 2006, Release 1
• Nearly 7 out of 10 of Greater Cincinnati and Northern Kentucky adults use the Web regularly.
•893,478 adults•Ahead of U.S. averages•66% of adults use the Web regularly.
• More than 4 out of 10 local Web users used Cincinnati.Com in the past 30 days.
• 7 of 10 adults use the Web for local store purchasing.
• More than 100 million Americans get news from the Web every day.
Base: NDM Adults 18+ Visited Cincinnati.Com network past 30 days (Cincinnati.Com, WCPO.com, Enquirer.com, Cincypost.com)
Cincinnati.Com Is…
#1 online reach in Greater Cincinnati.
An “umbrella” for 51 brands:– 4 daily newspapers– 31 free weeklies– 16 online-only
brands
Traffic:– 48M views/month– 5.5M visits/month– 3.7M users/month
A partnership of Gannett, Scripps.
Targeting ads by ZIP, age, gender.
Media Comparison
Base: NDM Adults 18+ Internet Users are adults who accessed the internet in the past 30 days; Visited Cincinnati.Com Network (Cincinnati.Com, WCPO.com, Enquirer.com, or Cincypost.com) in past 30 days; Visited Channel Cincinnati.com/WLWT.com, WKRC.com Fox19.com; DaytonDailyNews.com, WB64.net, Journal-News.com, MiddletownJournal.com in the past 30 days; Source: Scarborough 2005, Rel 2
Cincinnati.Com reaches 42% of local Internet users — more than any other local Web site
% of Adults Visited Website in Past 30 Days
1%
1%
1%
2%
12%
12%
17%
42%
0% 5% 10% 15% 20% 25% 30% 35% 40%
MiddletownJournal.com
Journal-News.com
WB64.net
DaytonDailyNews.com
Fox 19.com
WKRC.com
ChannelCincinnati.com/WLWT.com
Cincinnati.Com Network
Cincinnati.Com’s Audience
Base: NDM Adults 18+ Visited Cincinnati.Com network (Cincinnati.Com, WCPO.com, Enquirer.com, or Cincypost.com) in the past 30 days;Source: Scarborough Research 2005 Release 2, Cincinnati
Married women 25 years+Household income $75K+College educated
Demographics
Total Adults 18+
Have Visited Cincinnati.Com Network in Past
30 Days
Male 48% 46%
Female 52% 54%
18-24 13% 11%
25-34 18% 27%
35-44 21% 29%
45-54 19% 21%
55+ 29% 13%
HHI<$24,999 14% 5%
$25,000-$34,999 13% 7%
$35,000-$49,999 19% 17%
$50,000-$74,999 19% 19%
$75,000+ 35% 53%
<H.S. Grad 12% 5%
H.S. Grad 34% 20%
Some College+ 54% 75%
Married 56% 63%
Not Married 44% 38%
Presence of Children 41% 52%
54%
46%
Male
Female
GENDER
INCOME
AGE
EDUCATION
INDEX W/KEY DEMOS
7%5%
19%
52% 17%<$25,000
$25-$34,999
$35-$49,999
$50-$74,999
$75,000+
5% 20%75% <High
School
High SchoolGradSomeCollege orMore
MARITAL
62%
38%Married
Not Married
KKY +$75K: 153
Adults w/kids: 127
College-educ.: 139
Rapid Audience Growth
* Source: Scarborough Research 2005 Release 2 and 2004 Release 2
GENDER: 2005 vs. 2004 2005 2004 Var. Var.%Male 45.6% 51.4% -6% (11%)
Female 54.4% 48.6% 6% 12%Total 100.0% 100.0% 0% 0%
AUDIENCE REACH (Past 30 Days)2005 vs. 2004 2005 2004 Var. Var.%
Adults 18+ 25.5% 23.9% 2% 7%Adults w/HHI +$75k 39.0% 32.2% 7% 21%Northern KY Adults 26.0% 22.2% 4% 17%
Adults w/kids <18 32.4% 25.9% 7% 25%College Educated 35.5% 32.8% 3% 8%
Reach increased 7% last year.
Rapid gains among adults w/high income (index of 153).
More women are turning to Cincinnati.Com more often.
Rapid growth among parents (index of 127.)
Hyper-Local Strategy
Home pages for 239 communities in Ohio, Ky., Ind.
Content from users, all sources.
User items published (’06):Submitters: 7,961Stories: 6,514Photos: 4,552Total: 11,066
Private Label Products
CincinnatiUSA.com our largest private label.
Is produced for the CincinnatiUSA Regional Tourism Network (501c3).
Is official tourism promotion Web site for the region.
Empowers users to plan trips, find and book hotels, find places to eat and drink, purchase tickets, etc.
Multimedia Content
New video channel features video stories from Enquirer, USATODAY.com.
Video ad spots run inside and outside video channel.
Enquirer newsroom producing video, audio, Flash to accompany stories on a daily basis.
Social Networking Models
Online community with high reach and frequency
Uses content from all media sources
Leverages user-submitted content
Social networking
Demographic Targeting
Variable ExampleVisiting domain uc.eduZIP code 45219Age 25Gender FemaleConnection type Dial-upState IndianaArea code 317Content being consumed SportsHour of day; day of week M-F 9-11Prior content consumed RedsPrior ads viewed Cars
Targeting Examples
A hospital wishes to reach males and females with news of its expanded cardiac care facility. Their online campaigns target:–Adults over 45 years of age–ZIP codes near the hospital–Gender-specific creatives
A pizza restaurant owner wants to reach Elder High School students within a three-mile radius of her restaurant. Her online campaigns target:–Visitors under age 19 site-wide in ZIPs near the school
–Readers of Cincinnati.Com's Prep Sports channel
Targeting Examples
A communications company wants to promote its prepaid wireless products to young adults in the urban core and also to parents in the suburbs. Their online campaigns:– Promote the hip features of the product to:
Users 24 and underCity ZIP codesCiN Weekly readers
– Promotes the economy of the product to:Users 40 and overZIPs in the suburbs
A month in advance of baseball season’s Open Day in Cincinnati, a downtown hotel wants to out-of-towners planning their visit. Online campaigns target:– Louisville, Indianapolis, Nasvhille, Columbus– Sports and Reds channels
Why Use Mobile?
Young, upscale, active users–Elusive 18-24 year-old market–Elusive non-Web, non-print consumers
Reaches users in “off hours”Connect with customers 24/7Create one-to-one relationships with customers
Deliver compelling and entertaining advertising
Direct response
Who are Local Mobile Users?
Base: NDM Adults 18+that subscribe to a wireless/cellular phone serviceSource: 2005 Scarborough, Release 2
More Than 6 out of 10 Adults (866,661 Adults) Subscribe to a Wireless/Cellular Phone
Demographics
Total Adults 18+
Wireless/Cell Phone Subscriber
Male 48% 49%
Female 52% 52%
18-24 13% 14%
25-34 18% 20%
35-44 21% 24%
45-54 19% 19%
55+ 29% 23%
HHI<$24,999 14% 8%
$25,000-$34,999 13% 10%
$35,000-$49,999 19% 17%
$50,000-$74,999 19% 22%
$75,000+ 35% 44%
<H.S. Grad 12% 9%
H.S. Grad 34% 31%
Some College+ 54% 61%
Married 56% 63%
Not Married 44% 37%
7 of 10 currently subscribe to a mobile plan
Are 80% More Likely to be planning to switch cell providers in the next 12 months than the average adult
116% More Likely to be planning to buy a cell phone in the next 12 months
Adults 18-24
Base: NDM Adults 18+; Subscribe to a wireless cell phone service; planning to switch wireless/cell phone providers in the next 12 months; planning to buy a wireless cell phone service in the past 12 months; Source: 2005 Scarborough, Release 2
Market-leading Cincinnati Bell Wireless losing customers to national carriers.
Local Carrier Share
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
Cincinnati BellWireless
CingularWireless
Nextel Sprint PCS T-Mobile VerizonWireless
Virgin Mobile Other
2004
2005
-15%
+25%
+51%
-1%
+8%
-6%
-80%
+49%
Base: NDM Adults 18+ who use a cell phone carrier; wireless/cell phone carriers currently useSource: Scarborough, 2004 Release 2, 2005 Release 2
Wireless/Cell Phone Carrier Currently Use
Red Percentage Number = Percentage of Change 2004 Vs. 2005
Samsung and Motorola have grown market share substantially from 2004 to 2005.
Local Handset Share
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Audiovox BlackBerry Kyocera Motorola Nokia Panasonic Samsung Sanyo SonyEricsson
Other
2004
2005
-60%
N/A
-38%
+20%
-20%
+11%
+52%
+37%
Base: NDM Adults 18+ by wireless/cell phone handset brand currently useSource: Scarborough, 2004 Release 2, 2005 Release 2
Wireless/Cell Phone Handset Brand Currently Use
-25%
+49%
Red Percentage Number = Percentage of Change 2004 Vs. 2005
Local Internet Share
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
Dial-up Cable DSL WirelessInternet
OtherConnection
ISDN
2004 2005
-21%
+6%
+38%
333%N/A
Type of Internet Connection Household Uses2004 vs. 2005
N/A
Red Percentage Number = Percentage of Change 2004 Vs. 2005
Base: NDM Adults; Type of Internet Connection HHLD uses; Source: 2005 Scarborough, Release 2
From 2004 to 2005, the Number of Households with a Wireless Internet Connection Increased by 333%
Mobile Products, Strategies
1. Mobile-formatted websites (WAP)
2. Mobile alerts (opt-in SMS messages)
3. SMS queries (responses to queries via SMS)
4. Helping advertisers who are new to mobile
Mobile-formatted Websites
“Umbrella” site–Unifies content from all areas of Cincinnati.Com Network
–Organizes content by TOPIC, NOT by provider.–Classifieds, Enquirer, Post, WCPO, CiN Weekly, etc.–Searchable–Support for Web-enabled personalization
Mobile-formatted Websites
News products: Enquirer example–Continuously updated–Dynamically senses, formats for all handsets–Will feature local and national advertising–Part of a national ad sales network
Mobile-formatted Websites
Local Classifieds: New product–All classifieds–Searchable–Browseable–Rich data–Search tools for cars, jobs
Opt-in SMS Messages
Breaking News
CiN Weekly events, offers
CincinnatiUSA.com offers
Sports news (by team)
Sports scores (by team)
Traffic alerts (by route, time)
Weather forecast (by ZIP)
Severe weather alerts
Daily jokes
Helping Novice Advertisers
Mobile advertising segment = Web in 1994Most companies don’t have mobile-formatted websites or mobile strategies
Typical strategy:–Impart wisdom and give good, honest advice.
–Don’t sell mobile to the wrong customers.
–Package mobile with non-mobile to ensure ROI.
–Encourage experimentation.–Manage expectations.
Helping Novice Advertisers
Mobile bannerMobile Banner sizes Pixels File Size
Large Image Banner 215 x 34 <2K file size
Medium Image Banner 167 x 30 <2K file size
Small Image Banner 112 x 20 <1K file size
Text Tagline (to go underneath the banner) 16-24 characters
Landing page
Web vs. Mobile Traffic
Traditional Web analytics systems won’t work well
Best technique: Analysis of server logs
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
180,000
12A 1 2 3 4 5 6 7 8 9 10 11 12P 1 2 3 4 5 6 7 8 9 10 11
Web
Mobile
Web vs. Mobile Traffic
Web usage heavily commercial, professional, daytime
Mobile usage off hours, non-Web audiences
Mobile Site Considerations
Mobile websites are branded by their utility, not through logos or designs
Mobile address must be memorable.Should leverage, or relate to, Web address.Remember: Users are, or often perceive themselves to be, paying for access to your site. Is it easy to tap on standard
keypads?–“http://m.cincinnati.com” can be 14 to 64 taps depending on keypad and browser
Seek out promotional partnerships.
SMS Considerations
1. Should be 125 characters or less.2. Should be infrequent.3. Remember users perceive (and usually
are) paying to receive messages.4. If recurring, users should control timing of
receipt.5. Links may not be clickable (depends on
carrier).6. Branding difficult: Many users won’t
remember sender.7. Novelty overcomes intrusiveness
(recipients thankful).8. Unsubscribe rates still extremely low.
Humble Origins
ABOVE: Bell 1960’s prototype.
LEFT: Motorola’s Martin Cooper with the DynaTAC 8000X in 1983. Cooper made the first analogue mobile phone call in 1973.
RIGHT: Handsets from the late 1980s to early 2000’s.