3+new+ad+capabilities+training (1)
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TRAINING: 3 New Advertising CapabilitiesTargeting Solutions • AdTaxi DNA • Mobile Apps
April 2014
v.15
®
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AGENDA
• Sales Approach & Audience Focus - Marc Calvanico
• Targeting Solution - Michael Fibison / Ben Kofron, Exelate
• AdTaxi DNA - Brian Kroll / Jessica Thornton
• Mobile Apps & Sites - Christian DeGennaro / Dave Elchoness
• Operations / Trafficking - Doug Gesiorski / Jodi Romero / Phil Lee
• Next Steps - Marc Calvanico
®
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Sales Approach & Audience Focus
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Our Sales Approach Is Enhanced With Greater Capabilities To Address A Client Problem
1) A Gap in the Purchase Funnel• The audience they’re not reaching or the
purchase funnel phase they’re missing • A missed opportunity to move them through
the funnel
2) The misalignment of their marketing • Using different vendors leads to misalignment• Our total solution leads to alignment
1 Greater impact of the message1 Great efficiency of the buy
3) Not communicating the right message• Help them clearly demonstrate their unique selling proposition to the right
target audience on the right platform
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Branding/Awareness
Favorability
Consideration
Purchase
Intent to Purchase
Shopping
ROSDesktop,
Mobile, Tablet
DemographicTargeting
Intent Targeting
Intent Targeting
Intent Targeting
Interest Targeting
New Ad Capabilities:In Relation To Purchase Funnel & Targeting Pyramid
AdTaxi DNA
Mobile /Tablet
Targeting Solutions®
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Targeting Solutions®
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TARGETING SOLUTIONS®• Advanced targeting available on owned and operated sites:
1 Newspaper.com1 Mobile App / Tablet App1 Mobile Sites, (formerly “m-dot” sites)
• MIRRORS targeting on AdTaxi Exchange1 Interest & Intent Segments 1 Demographic 1 Geographic 1 Content Targeting1 Device Targeting
Sell across screens – desktop, mobile, tablet
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SYNCHED TARGETING CROSS-PLATFORM
Segments are synched between Mobile, Tablet and Desktop
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Newspaper.com
Intent
Geographic
Demographic
Intent
Interest
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DEMO vs. INTEREST vs. INTENT
DemographicsPeople registered with online or offline sources.
InterestPeople who are engaged in contextually relevant content on premium online publishers.
Intent
People who are actively searching for product or service on premium shopping sites.
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BEHAVIORAL TARGETING SEGMENTSInterest and Intent Based
Automotive• New Car Buyers • Used Car Buyers
Education• People who are applying to college• College graduates applying to:
1 Law School1 Grad School- specify program1 Medical school
Entertainment• Sports• Arts• Music/Movies
Finance• People with good credit scores• People with bad credit scores• People who need financing
Furniture/Mattress • Furniture, Mattress, High-ticket shoppers• Home Improvement
HealthCare• Active / healthy people• People with unhealthy lifestyles• Retirement home seekers (adult children)
Real Estate• Primary residence shoppers• Secondary residence shoppers
Recruitment • Job Seekers
Travel• People who like skiing or winter activities• Travelers
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DEMOGRAPHIC TARGETING:• Gender – (male / female)• Age – (<18 / 18-24 / 25-34 / 35-44 / 45-54 / 55-64 /
65+)• Domestic –
1 Married / Single1 With Children / Without Children1 Homeowner / Renter
• Household Income – (<$20K / $20-30K / $30-40K / $40-50K / $50-60K / $60-75K / $75-100K / $100-125K / $125-150K / $75K+ / $150K+
• Employment 1 Job Seekers1 Small Business Owners 1 Purchase Decision Makers – (male / female)
SECTION TARGETING• News• Sports• Business• Finance• Gaming• Food• Entertainment• Travel
GEOGRAPHIC TARGETING• DMA• State• City• Zip Code• Radius of location
DEVICE TARGETING• iPad• Tablet• iPhone • Smartphones
NEW
ADDITIONAL TARGETING OPTIONS
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TARGETING SOLUTIONS ROLLOUT TIMELINE:
• Data segments available in DFPP as early as April 28, 2014. • Data more reliable after May 28, 2014.
®
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AdTaxi DNA
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Summary
Working with the DFM data team, AdTaxi placed network-level segment pixels (cookies) across all DFM websites, segmenting users based on content visited, regardless of site or local property.
We matched up this DFM 1st party data pool with 3rd party data from eXelate to gain valuable insights into the aggregate profiles of these segments.
The project provides value to DFM sellers in two key ways:
1) Validates that our owned & operated inventory is rich with high-value users, thus validating higher CPM’s.
2) Provides a vehicle to target these valuable DFM users when they are not visiting our sites (via display ad units on the major exchanges), giving us proprietary data and thus a unique selling proposition.
ADTAXI DNA DYNAMIC NEWS AUDIENCES
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ADTAXI DNA DYNAMIC NEWS AUDIENCES
• AdTaxi DNA is a new targeting capability that gives you the ability to target DFM users (and look-alikes) across the exchanges in two ways:
1 Target our 1st party data segments (valuable DFM newspaper.com visitors) on their own to reach these users when they are not on our sites.
1 Combine our 1st party data – (DFM newspaper.com users) with 3rd party data (eXelate data) in order to target the best of both worlds and reach a highly engaged, affluent and educated targeted audience.
• By leveraging 1st and 3rd party data, AdTaxi can more precisely and effectively target consumers with appropriate ads that drive results.
Demographics
Intent
Psychographics
Interest
First Party Data Third Party Data
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AdTaxi DNA Project:
• Reaches local news audience on a broader scale
• Engages a premium audience no matter where they are
• Broadens the scope of availability for precise targeting
Local Media Sites
Exchange
The unique blend of Publisher data and Partner data enables AdTaxi to highly target unique audiences across the web. AdTaxi targets and reaches the same audience sets that visit our local news sites on various other sites they visit.
Average Visitors
Dynamic News Audiences
ADTAXI DNA DYNAMIC NEWS AUDIENCES
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Test campaigns reveal increase in key performance metrics
eCPC eCPVisit eCPCart ROI0%
50%
100%
150%
200%
250%
300%
350%
400%
450%
1st Party Data (AdTaxi DNA) Only3rd Party Equivalent Only
eCPC eCPVisit eCPCart ROI0%
50%
100%
150%
200%
250%
300%
350%
400%
450%
1st Party (AdTaxi DNA) + 3rd Party Combined3rd Party Equivalent Only
Targeted Ad Campaign ResultsWithin DFM Markets
ADTAXI DNA DRIVES RESULTS!
Targeted Ad Campaign ResultsOutside of DFM Markets
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ADTAXI DNA PRICING:
• At this time, there is no additional CPM fee to utilize AdTaxi DNA as part of your campaigns. This provides a unique selling proposition that differentiates you from your competition!
• If you are combining AdTaxi DNA with 3rd party data (AdTaxi DNA + Purchase Intent > Autos) then the standard BT/Data surcharge for “Purchase Intent > Autos” would apply.
• We strongly recommend that you incorporate “view-through” tracking on all AdTaxi DNA campaigns in order to be able to prove maximum ROI to your client. As always, there isn’t any additional charge to measure view-through, simply request that pixel for your specific campaign from AdTaxi via IO Tool.
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ADTAXI DNA TIMELINE:
• Available immediately!
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Mobile Apps & Sites
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A NEW MOBILE PARTNERSHIP
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PLATFORM FEATURES
• Expanded ad map and sophisticated ad targeting (coming soon)• No more “cookie-cutter” apps! Rumble provides the “plumbing”, while
DFM owns the design and layout layer. • Numerous built-in ad networks that enable us to maximize backfill
revenue• Management of property mobile apps and websites from a single
dashboard. Mobile can be thought of as a single channel.• Faster content delivery with fewer outages • Blazing fast push notifications for enhanced community engagement
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MOBILE AD SPENDING: US mobile advertising to almost quadruple by 2017 to
reach $31.1 billion!
WHY THE CHANGE?Enhance technology and design in order to build audience
and monetize mobile’s explosive growth
MOBILE ADOPTION: US smartphone ownership has increased 25% to 143 million; tablet
ownership has increased 55% to 71 million
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NEW DESIGN• Modern design, consistent with latest Apple and Google design standards• Clean user interface featuring a blog-roll format, optimized for usability and
readability
BETTER ACCESS TO CONTENT:• Lightening-fast push notifications• More editorial control on-the-fly• Faster content delivery.• Social sharing capabilities directly from article pages• COMING SOON: ability to personalize your news!
NEW ADVERTISING OPPORTUNITIES:• Enhanced ad map: more and bigger ad positions• Robust targeting coming soon
KEY ENHANCEMENTS
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NEWLY REDESIGNED APPS
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O&O SMARTPHONE APPS
HOME:● Modern sliding cards design● Commenting through Disqus● Prominent display of social tallies (# of comments & Facebook “likes”) to draw users into articles● Clean layout with a single button that reveals sections, settings, and login● Color scheme customizable to fit the property’s brand● Numerous ad positions and sizes possible within the headline stream
ARTICLE:● Easy to read● One button to return to headlines● Prominent social sharing and social data to engage the user● Prominent inclusion of Tout● Mid-article, end of article, footer ad positions● “Related articles” position
BEFO
REAF
TER!
• Design is over 2 years old• Inconsistency between Smartphone app and iPad app• Limited ad positions• Limited targeting capabilities• Slow content notifications
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O&O IPAD APPS
• Consistent with the smartphone design• Additional ad positions of various sizes possible
● Design is over 2 years old● Inconsistency between Smartphone app and iPad app● Limited ad positions● Limited targeting capabilities● Slow content notifications
BEFO
REAF
TER!
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ADVERTISING OPPORTUNITIES
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O&O Smartphone App: HOME
320 x 50 Adhesion Banner, always visible!
Mid-stream ads that can be either size listed below. They render below (or after) the 2nd, 8th and 15th article:
300 x 250
300 x 250
300 x 250
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O&O Smartphone App: ARTICLE
320 x 50 Adhesion Banner, always visible!
300 x 250 mid-stream
300 x 250 anchor
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O&O Smartphone App: INTERSTITIAL• 320 x 480 interstitial available, (only portrait)• Currently available every 4-5 “engagements” – (click, section, pv, etc)
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iPad App: HOME
• One 728 x 90 banner ad position currently available
• We are replacing the 180 x 150 ad position with another in-grid ad, (details TBD)
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O&O iPad App: ARTICLE
• One 728 x 90 banner ad position
• One 300 x 250 banner mid-stream
• One 728 x 90banner anchor
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O&O iPad App: INTERSTITIAL• 1024 x 768 interstitial available, (both orientations) • Currently available every 4-5 “engagements” – (click, section, pv, etc)
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Smartphone App Smartphone Mobile Site iPad App
Section/home page
• 320 x 50 adhesion banner• Two (300 x 250) mid-
stream banners• 300 x 250 anchor
• 320 x 50 adhesion banner• Two (300 x 250) mid-stream
banners• 300 x 250 anchor
• 728x90 adhesion banner• Additional in-grid ad will be
available after launch, dimensions TBD
Article page
• 320 x 50 adhesion banner• 300 x 250 in-stream banner• 320 x 250 in-stream anchor
• 320 x 50 adhesion banner• 300 x 250 in-stream banner• 320 x 250 in-stream anchor
• 728 x 90 adhesion banner • 300 x 250 in-stream banner• 728 x 90 anchor
Interstitial • 320 x 480 (portrait only)Serving 1x after 4-5 engagements
• 320 x 480 (portrait only)Serving 1x after 4-5 engagements
• 1024 x 768 both orientationsServing 1x after 4-5 engagements
O&O MOBILE AD MAP RECAP
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O&O MOBILE TARGETING CAPABILITIESBE
FORE
AFTE
R!
• Ad Position Targeting• Section Targeting• Geographic Targeting – (State, DMA, City or Zip Code)• Device Targeting – (phone vs tablet, or by mobile carrier)
Available Day #1:• Ad Position Targeting• Section Targeting• Ability to match similar AdTaxi out-of-network targeting capabilities!
1 Content Targeting – (gaming, food, ent, travel, news, sports, biz, finance)1 Device Targeting – (iPad, Tablet, iPhone, Smartphones)1 Geographic – (DMA, City, Zip Code, or Radius of location)1 Day-Parting
COMING SOON . . . more sophisticated data sets will be available after launch, as Rumble gathers data sets and analyzes it for segmenting purposes. This includes:• Behavioral – (matching desktop data segments by category – slide #11)• Demographic – (age, gender, marital status, children, HHI, education, occupation)• Location – (latitude/longitude, zip code, city, state, DMA, MSA)• Engagements – (time patterns, places patterns, usage patterns, push patterns)• Semantic – (places, people, markets, industries)
LAUNCH DATE TBA!
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TARGETING SOLUTIONS & MOBILE PRICING:®
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MOBILE ROLLOUT TIMELINE:
Daily Newspaper Rollout Schedule:
• https://docs.google.com/a/denverpost.com/spreadsheet/ccc?key=0An6LZkF6xHdUdFVUNGlQS0paeDZHNncweF9iRlBpV3c&usp=sharing#gid=0
Weekly Newspaper Rollout Schedule:
• To Be Announced
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OPERATIONS / TRAFFICKING
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TARGETING SOLUTIONS OPS PROCEDURE® EAST
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The Process: Getting Started1) Begin the process by making the sale with the client, and providing them with the
proper paperwork required.
2) Review the complete list of O&O targeting options available, making it easier to select during the ordering process:
• http://ads.digitalfirstmedia.com/save/newspaper/localdemo.asp
• http://ads.digitalfirstmedia.com/save/newspaper/localbt.asp (Coming Soon!)
3) Login to the Digital IO Tool and fill out the “Local Digital Ads” form:
• http://advertising.digitalfirstmedia.com/jrc/login.asp
• http://advertising.digitalfirstmedia.com/mngi/login.asp
4) Once the order has been submitted, please allow 48-hours for ad scheduling of the flights (normal turnaround).
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New Digital Opportunities for Sales1) Targeting Solution
• WHAT IS IT? Sophisticated BT, Demo & Geo targeting available on all owned & operated assets: newspaper.com web sites, mobile & tablet apps, and mobile sites.
• VALUE PROPOSITION: We can deliver platform-agnostic campaigns across all of our O&O assets, with targeted data segments that are synced between Mobile, Tablet and Desktop.
• This matches the level of targeting available on the AdTaxi Exchange!
• LAUNCH TIMELINE: • Training Webinars starting for sales April 24, 2014• Data segments available in DFPP as early as April 28, 2014 (Demographic Targeting only at this time).
• Data more reliable after May 28, 2014.• Behavioral Targeting BT, (Launch schedule TBD)
2) Redesigned DFM Mobile/iPad Apps & Mobile Sites• WHAT IS IT? Newly redesigned DFM Mobile and iPad Apps, and also Mobile Sites for all daily
newspapers!• ROLL-OUT SCHEDULE BY PROPERTY:• https://
docs.google.com/a/denverpost.com/spreadsheet/ccc?key=0An6LZkF6xHdUdFVUNGlQS0paeDZHNncweF9iRlBpV3c&usp=drive_web#gid=0
1)AdTaxi "DNA" - (Dynamic News Audiences)• WHAT IS IT? AdTaxi DNA is a new capability that gives you the ability to target DFM users
(and look-alikes) on the exchange. • LAUNCH TIMELINE: Available immediately.
®
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Digital IO Tool
Visit: http://advertising.digitalfirstmedia.com/jrc/login.asp http://advertising.digitalfirstmedia.com/mngi/login.asp
Login using your unique username and password: If you do not have one, “Click to create an Account” as shown below. http://advertising.digitalfirstmedia.com/jrc/login.asp?login=createnew
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Ordering Digital Advertising Choose your Product (Local Digital Ads)
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Ordering Digital Advertising Choose the Proper Form (Local Digital Ads)
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Local Digital Ad Form
Billing Info: Pre-populated based on Login
Campaign Info: Important information and scheduling details.
Advertiser/Agency Info:Name/financial account #.
Required = *
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Content Targeting:Website placement/targeting type.
AdType/Size Delivery/Revenue InfoTerms, Budget, and IO Attachment.
Local Digital Ad Form
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Ad Type and Size Options
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Custom TargetingDemographic and Behavioral (New Options)
Demographic Targeting:Targeting based on user interest and the way they use the Internet.
Behavioral Targeting (BT):Date Available TBD!
GeographyTargeting a specific audience based on their geography (city/state, zip code, DMA).
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Asset Collection and Additional Info
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Ad Operations Support and Contacts
DFM sales order and form support:[email protected] DFM Emergency Contacts:
Annette Cortiana Clark 734-231-7586 Renee Roullier 734-246-0085
DFM Orders and General Questions:[email protected]
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TARGETING SOLUTIONS OPS PROCEDURE® CENTRAL/MNG
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Ordering Local Digital Advertising
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Ordering Digital Advertising Choose New AdTaxi Request (even for Local Digital Ads)
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Local Digital Ad combined with an Adtaxi Campaign
Billing Info: Pre-populated based on Login
Campaign Info: Important information and scheduling details.
Advertiser/Agency Info:Name/financial account #.
Required = *
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Ordering Digital Advertising Choose the Products that (even for Local Digital Ads)
Upload Buysheet: All appropriate line items included on buysheet for reference; Buysheet should include the new “Targeting Solution” in the BT column for your O&O line
Upload Creatives: All creatives for all products needed
Choose all products and the numbers of line items per product that are listed on the buysheet:
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AdTaxi Support and Contacts
DFM sales order and form support:[email protected] DFM Emergency Contacts:
Jodi Romero 303-954-1861Hillary Hendrix 303-954-6443
DFM Orders and General Questions:[email protected]
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ADTAXI DNA OPS PROCEDURE
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Ordering AdTaxi DNASimply include the DNA product on your buysheet
Uploaded Buysheet: The Line items requesting the new DNA product, should be represented this way.
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NEXT STEPS
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NEXT STEPS• Study the training and have a clear picture of the value proposition• Value Proposition
1 A more powerful, synchronized set of targeting capabilities allows me to deliver your message to the right audience on a more consistent basis for greater impact and performance.
1 A seamless digital marketing program will reach your ideal target audience wherever they are, on desktop or mobile, moving them to action.
1 You can place your complete marketing program with me, making implementation, optimization and reporting easier.
1 When would you like to start selecting the audience you’d like to target with these new capabilities?
• Look for the client-facing decks soon • Put together a list of prospects and clients who would benefit from most from
these new capabilities
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QUESTIONS?
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KEY CONTACTS®Targeting Solution• Ben Kofron – Director, Platform Sales for Exelate / (646) 380-4324 / [email protected]• Michael Fibison - Vice President, Sales Pricing & Planning / (267) 907-5058 / [email protected]
Mobile Apps / Sites• Christian DeGennaro - Vice President, Mobile Sales / (914) 886-5505 / [email protected] • Dave Elchoness - Senior Director, Product / (303) 954-5425 / [email protected]
AdTaxi DNA • Brian Kroll - Regional Director, AdTaxi Sales / (925) 719-1051 / [email protected]• Jessica Thornton - Director, AdTaxi Sales Development / (303) 954-3329 / [email protected]
Ops / Fulfillment • Doug Gesiorski – Vice President, Operations / (303) 954-2487 / [email protected]• Phil Lee – Director, Digital Product & Fulfillment for BANG / (408) 920-5942 / [email protected]• Jodi Romero – Sr. Director, Digital Operations / (303) 954-1861 / [email protected]• Annette Cortiana-Clark – Director of Ad Ops, East Coast / (734) 246-0095 / [email protected]
General:• Marc Calvanico - Vice President, Sales Training / (408) 920-5848 / [email protected]• Lennie Changeux - Director, CMN & Adv Ops / (303) 954-2533 / [email protected]