Upload
faith-holland
View
216
Download
0
Tags:
Embed Size (px)
Citation preview
The one-stop-shopping solution to publishers’increasing need for targeted Internet advertising
“If you’re selling things, you don’t necessarily need to massively expand your product range to tap long tail markets. You can instead just reach the ‘long tail of customers,’…the potential pockets of demand that don’t necessarily lie within your normal marketing channels.”
—Christopher Anderson, The Long Tail
Publishers’ traditional marketing Publishers’ traditional marketing channels are shrinkinchannels are shrinking:g:
Disappearing advertising, review and publicity Disappearing advertising, review and publicity media, e.g. print newspapers, media, e.g. print newspapers, Washington Post Book Washington Post Book WorldWorld
Eroding bookstore base—independents; Borders (?)Eroding bookstore base—independents; Borders (?) Internal budgetary pressuresInternal budgetary pressures Competition for consumers’ “mindshare”Competition for consumers’ “mindshare”
The One-Stop Concept
Provide book publishers with customizable niche vertical networks (“Reader Channels”SM) to target a book’s specific market.
Each Reader ChannelSM offers an aggregate of high-quality websites designed to optimize the reach and effectiveness of online ad campaigns.
Offer the latest in demographic, behavioral, contextual and retargeting technology—available through a uniquepartnership with leading ad network, Burst Media.
Accommodate all standard display units and rich media.
Provide full site-level reporting and transparency to the highest BPA audit standards.
Online audiences spend most of their time on content websites—not portals. Targeted niche and specialty content sites offer the best marketing environment for book publishers.
The majority of traffic online comesfrom sites beyond center portals.
76.9
23.1
% of Page Impressions
Page Impressions
* comScore Media Metrix – February 2008
Users spend most of their timeonline beyond the portals.
87.4
24.3
Average Minutes per Usage Day
Time Spent
Why Go Vertical?Why Go Vertical?
High composition and performance: Verso Reader ChannelsSM
are comprised of both hand-selected and algorithm-based websites designed to optimize the buy and provide thegreatest customization.
Verso acts as an industry-wide aggregator to deliver highly competitive CPMs ($6.00 on average) and added-value placements.
According to comScore, theVerso/Burst Media network attractsvisitors with a Buying Power Index(BPI) > 100, higher thanaverage Internet users.
Reader Channels : Buy RationaleReader Channels : Buy RationaleSMSM
The Verso Network reaches book-buyers!The Verso Network reaches book-buyers!
Reach Among Adults Who Have Purchased a Book Online or Offline in the Past 6 Months
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
VERSO NETW
ORK
AMAZON.C
OM
iVill
age.
com
BARNES & N
OBLE.COM
MIL
ITARY.C
OM
WSJ.C
OM
XBOX.COM
THESTREET.
COM
SEVENTEEN.C
OM
HEALTHYPLA
CE.COM
Rea
ch
comScore Media Metrix: April, 2008
There are now over a dozen Reader ChannelsSM available,with more being added by Winter/Spring 2009. Among the first are the following:
Business and Finance Channel Women’s Health and Fitness Channel Thought Leaders Channel Teen Channel Women’s Romance Channel Science Fiction and Fantasy Channel Eco Channel Pop Culture Channel Food and Wine Channel Fiction SelectSM Channel
Sample Reader ChannelsSample Reader Channels SMSM
Demographic: based on continually updated Web survey data, target your campaign by specific gender, income, age, geographic or other statistical variables
Contextual: based on predefined content channels or algorithmically derived websites
Behavioral: based on historical visit patterns within the Network
Reader Channels : Targeting CapabilityReader Channels : Targeting CapabilitySMSM
Retargeting: selects previous visitors to campaign websites, or tags author-affiliated sites, for repeat advertising
Reader Channels :℠Reader Channels :℠Affordable and EffectiveAffordable and Effective
Total Targeted ApproximateAverage Potential vs. Campaign Optimized
CPM Impressions Run-of-Site Duration Thru-out
NYTimes.com 35.00$ 218,000 No 5 Days No
WSJ.com 39.00$ 219,000 No 5 Days No
Verso Reader Channels℠ 6.00$ 1,417,000 Yes 20-plus Days Yes
USAToday.com 25.00$ 340,000 No 5 Days No
Reader Channels℠ verus Other Online Media: $8,500 Buy
SAMPLE CHANNELSEach Verso Reader ChannelEach Verso Reader ChannelSM consists of hundreds of high-quality, clutter-free consists of hundreds of high-quality, clutter-free
websites out of a universe of more than 4,000 specialty content sites.websites out of a universe of more than 4,000 specialty content sites.
Target Audience: Men 25+ Business readers/enthusiasts HHI $75K+
Campaign Objectives: To drive sales of books Generate awareness for
author/book/publisher
Verso Solution: The Business and Finance
Reader Channel has a high composition of males 25+, high HHI
Targeted Buy comprised of business, finance, and baby boomer content
Target Audience: Men 25+ Business readers/enthusiasts HHI $75K+
Campaign Objectives: To drive sales of books Generate awareness for
author/book/publisher
Verso Solution: The Business and Finance
Reader Channel has a high composition of males 25+, high HHI
Targeted Buy comprised of business, finance, and baby boomer content
PlacementPlacement UnitsUnits CPMCPM ImpressionsImpressions Net BudgetNet Budget
Optimized Optimized Custom Custom
Business Business andand
Finance Finance ChannelChannel
StandardStandard728x90728x90
300x250300x250160x600160x600
$6.00$6.00 UnlimitedUnlimited TBDTBD
Added Value ImpressionsAdded Value ImpressionsCustom Business ChannelCustom Business Channel TBDTBD TBDTBD
TBDTBD
Verso Business & Finance Channel Overview
Targeted content with a focus on business, finance, investing and careers:
• 160 high quality websites
• 6.6 million monthly uniques
• 72% manage finances online
GenderGender
Male 65%
Female 35%
AgeAge
18-24 8%
25-34 14%
35-44 17%
45-54 22%
55-64 22%
65-74 10%
IncomeIncome
$35,000 - $49,999 10%
$50,000 - $74,999 15%
$75,000 - $99,999 14%
$100,000 or more 28%
EducationEducation
Some College 23%
College Grad 29%
Post-Graduate Work 11%
Post-Graduate Degree 26%
Verso Business & Finance Channel Content
Verso Women’s Health & Fitness Channel Overview
Target Audience: Women 25+ Health & Fitness Lifestyle West and East Coast
Recreational Markets Fashion oriented HHI 75+
Campaign Objectives: To drive sales of books Generate awareness for
author/book/publisher
Verso Solution: Women’s Health and Fitness
Reader Channel: 200+ women’s sites covering health, fitness, fashion, cooking and healthy living content
Target Audience: Women 25+ Health & Fitness Lifestyle West and East Coast
Recreational Markets Fashion oriented HHI 75+
Campaign Objectives: To drive sales of books Generate awareness for
author/book/publisher
Verso Solution: Women’s Health and Fitness
Reader Channel: 200+ women’s sites covering health, fitness, fashion, cooking and healthy living content
PlacementPlacement UnitsUnits CPMCPM ImpressionsImpressions Net BudgetNet Budget
Optimized Optimized Custom Custom
Women’s Women’s Health & Health & Fitness Fitness ChannelChannel
StandardStandard728x90728x90
300x250300x250160x600160x600
$6.00$6.00 UnlimitedUnlimited TBDTBD
Added Value ImpressionsAdded Value ImpressionsCustom Business ChannelCustom Business Channel TBDTBD TBDTBD
TBDTBD
Targeted content with a focus on women’s health, fitness, dieting, wellness, cooking and fashion:
•200 high quality websites•6.2 million unique views/month
Verso Women’s Health & Fitness Channel Content
GenderGender
Male 24%
Female 76%
AgeAge
25-34 11%
35-44 19%
45-54 29%
55-64 24%
65-74 7%
IncomeIncome
$35,000 - $49,999 9%
$50,000 - $74,999 17%
$75,000 - $99,999 16%
$100,000 or more 29%
EducationEducation
Some College 26%
College Grad 34%
Post-Graduate Work 10%
Post-Graduate Degree 22%
Verso Thought Leader Channel Overview
Target Audience: Men 35+ C-Suite influencers Political and environmental
activists and bloggers Northwest, West Coast and
East Coast (Boston/D.C. axis markets)
HHI $75+
Campaign Objectives: To drive sales of books Generate awareness for
author/book/publisher
Verso Solution: Thought Leaders Reader
Channel: includes quality content in national and world news, politics, business and green activity.
Target Audience: Men 35+ C-Suite influencers Political and environmental
activists and bloggers Northwest, West Coast and
East Coast (Boston/D.C. axis markets)
HHI $75+
Campaign Objectives: To drive sales of books Generate awareness for
author/book/publisher
Verso Solution: Thought Leaders Reader
Channel: includes quality content in national and world news, politics, business and green activity.
PlacementPlacement UnitsUnits CPMCPM ImpressionsImpressions Net BudgetNet Budget
Optimized Optimized Custom Custom Thought Thought Leader Leader
ChannelChannel
StandardStandard728x90728x90
300x250300x250160x600160x600
$6.00$6.00 UnlimitedUnlimited TBDTBD
Added Value ImpressionsAdded Value ImpressionsCustom Business ChannelCustom Business Channel TBDTBD TBDTBD
TBDTBD
Targeted content with a focus on local, nationaland international news, information, business and technology:
•135 high quality websites•20.3 million unique views/month
Gender
Male 60%
Female 40%
Age
18 – 24 Years 12%
25 – 54 Years 51%
55 or More Years 32%
Education
Attended/HS Graduated 22%
Attended/ College Graduated 78%
Income
Less Than $35,000 20%
$35,000 to $74,000 29%
$75,000 or More 45%
Frequency
Daily 23%
Weekly 25%
Monthly 19%
First Visit 33%
Verso Thought Leader Channel Content
Verso Teens Channel Overview
Gender
Male 53%
Female 47%
Age
Less than 18 Years 78%
18 – 24 Years 13%
25 – 34 Years 8%
Frequency
Daily 32%
Monthly 27%
First Visit 35%
Other 6%
Site Bookmarked
Yes 44%
No 56%
The Verso Teens Channel reaches Internet users between the ages of 12 – 17 withtargeted content sites that focus on music, entertainment, gaming, sports and fashion:
• 300 high-quality websites • 6.6 million unique views/month• $6.00 CPM
Introducing: Verso Fiction Select ProgramSM
Target Male Audience: 39.9 million 18-54 years 69.9% shopped online in past
six months 50.2% say the Internet is
primary source of information on products they are considering for purchase
Target Female Audience:
42.7 million 18-54 years 66.7% shopped online in
past six months 85.6% are primarily
responsible for their household’s shopping
Campaign Objectives: To drive sales of general
fiction books Generate awareness for
author/book/publisher
Verso Solution: Customized Fiction Select
Channel campaign
Target Male Audience: 39.9 million 18-54 years 69.9% shopped online in past
six months 50.2% say the Internet is
primary source of information on products they are considering for purchase
Target Female Audience:
42.7 million 18-54 years 66.7% shopped online in
past six months 85.6% are primarily
responsible for their household’s shopping
Campaign Objectives: To drive sales of general
fiction books Generate awareness for
author/book/publisher
Verso Solution: Customized Fiction Select
Channel campaign
PlacementPlacement UnitsUnits CPMCPM ImpressionsImpressions Net BudgetNet Budget
Optimized Optimized CustomCustomFiction Fiction SelectSelect
ChannelChannel
StandardStandard728x90728x90
300x250300x250160x600160x600
$6.00$6.00 UnlimitedUnlimited TBDTBD
Added Value ImpressionsAdded Value ImpressionsTBDTBD TBDTBD
TBDTBD
Uses demographic targeting by gender, income, age or geo market to cast a wide net for potential general-fiction buyers:
• Broad list of over 500 high quality sites• Men: 39.9 million monthly uniques• Female: 42.7 million monthly uniques
Content Category ReportingContent Category Reporting
Adcode Reporting (Site Level)Adcode Reporting (Site Level)
Custom ReportingCustom Reporting
The Verso Ad Network provides you with full access to site level reporting, which in turn gives you the knowledge and insight as to which placements and sites perform the best for your campaign.
Reporting available:
Site level GeographyCategory CreativeCTR Action rateCPA and more! Customizable reports can be sent as requested by the client.
Transparency and Full Site-Level Reportingcreate knowledge and provide security for Book Publishers
VersoVerso Reader Channels Reader ChannelsSMSM meet strict eligibility requirements meet strict eligibility requirements
Verso Network websites must:Verso Network websites must: Be written in EnglishBe written in English Attract over 5,000 page views/monthAttract over 5,000 page views/month Operate on own top-level domain (no free-hosted sites)Operate on own top-level domain (no free-hosted sites) Contain no links to adult or obscene contentContain no links to adult or obscene content Observe all intellectual property and copyright lawsObserve all intellectual property and copyright laws Display banners based on page view, not timed rotationDisplay banners based on page view, not timed rotation Provide screenshots of reported site traffic, clicks & viewsProvide screenshots of reported site traffic, clicks & views Display an up-to-date Privacy PolicyDisplay an up-to-date Privacy Policy Be COPPA (Children’s Online Privacy Protection Act) compliant Be COPPA (Children’s Online Privacy Protection Act) compliant
Verso Pop Culture Reader ChannelVerso Pop Culture Reader ChannelSMSM
Screenshots for Screenshots for Lion Among MenLion Among Men by Gregory Maguire by Gregory Maguire
(William Morrow, 11/08)(William Morrow, 11/08)
Lion Among Men “Lion Among Men “Box ad” Box ad”
www.sidereel.comwww.sidereel.com
Lion Among MenLion Among Men “Leader ad” “Leader ad”
www.broadwayworld.comwww.broadwayworld.com
LLion Among Menion Among Men “Widesky ad” “Widesky ad” www.accuradio.comwww.accuradio.com
Verso Standard Campaign ReportingVerso Standard Campaign Reporting
Verso Pop Culture Reader ChannelVerso Pop Culture Reader ChannelSMSM
Campaign Results for Campaign Results for Lion Among MenLion Among Men
Run dates: Oct. 14-Nov. 10, 2008Run dates: Oct. 14-Nov. 10, 2008 Total impressions: 5,950,000Total impressions: 5,950,000 Ad types: Standard 3 sizes; flash ads; call to action; click for Ad types: Standard 3 sizes; flash ads; call to action; click for
previewpreview Measureable results: .14% average CTR (click-through rate)Measureable results: .14% average CTR (click-through rate) Publishing result: New York Times # 4 Fiction for 1Publishing result: New York Times # 4 Fiction for 1stst week week
on-saleon-sale
Reader ChannelReader ChannelSMSM Optimization Optimization
Daily CTR
0.000%
0.020%
0.040%
0.060%
0.080%
0.100%
0.120%
0.140%
9/29
/200
8
9/30
/200
8
10/1
/200
8
10/2
/200
8
10/3
/200
8
10/4
/200
8
10/5
/200
8
10/6
/200
8
10/7
/200
8
10/8
/200
8
10/9
/200
8
10/1
0/200
8
10/1
1/200
8
*Patriotic Grace by Peggy Noonan (HaperCollins, 9/08)
“Niche publishers in the Long Tail tend to hold two powerful characteristics core to attracting, and influencing, an engaged consumer audience: credibility and expertise on specific topics. For advertisers looking to surface the most engaged consumer, getting out of your head and into the Tail might be a good place to start.”
—Rob Crumpler, “Wagging the Dog,” Media Daily
VERSO READER CHANNELSSolutions for the digital age.
SMSM