swat strategic web advertising team contact us: for more information on townnews.com’s swat...

SWAT

Strategic Web

Advertising Team

Contact Us:

For more information on TownNews.com’s SWAT program, contact Penny Goebel, SWAT coordinating specialist. Office: 800-816-9593 • Cellular: 309-314-6403 • E-mail: pgoebel@townnews.com

Welcome To The Webinar!

Presenters

Rex KastnerRex Kastner

Vice President SWAT Vice President SWAT DivisionDivision

• Experience– Joined TownNews.com Team in

2001 – In the Newspaper Internet

business over 14 years – 20 years in the consumer

electronics field. – 30+ Years Experience in Sales

CONTACT INFO

Toll Free: 866-726-2859

Fax: 612-233-1136

Email:

rkastner@townnews.com

Presenters

Patrick BinglePatrick Bingle

Internet Sales ConsultantInternet Sales Consultant• Experience

– 17 Years Newspaper Experience- 20+ Years in Sales- 6 Years as Interactive Media Dir.- 2+ Years as ISC with

TownNews.com- 2009 Top ISC of the Year

CONTACT INFO

Toll Free: 888-865-6615

Fax: 412-774-9674

Email: pbingle@townnews.com

TownNews.com SWAT TeamTownNews.com SWAT Team• Experience

– Over $50,000,000.00 of Revenue Sold- Over 60,000 Four-Legged Sales Calls- Over 100 Years Combined Newspaper

and Internet Sales Experience

Top 10 Things We’ve Learned Top 10 Things We’ve Learned About Online AdvertisingAbout Online Advertising

• Less is More, Larger is Better • Benefits of CPM vs. Flat Rate or

Rotations• Use of Rich Media Ads (Flash,

Expandable, Peel-Away’s)• Video Ads: Pre-Rolls and Overlays• Push Email/Email Data basing• Special Sections Online• Online Business

Directories/Marketplace• Search Engine Advertising• Search Engine Optimization• Behavioral Targeted Online Advertising

Continuously Evolving

What worked two years ago may not work this year!

Great resources to stay up-to-dateGreat resources to stay up-to-date

• IABIAB• NAANAA• TownNews (website, newsletters)TownNews (website, newsletters)• State Newspaper AssociationsState Newspaper Associations• Ad AgeAd Age

1. Less is More, Larger is Better

LEADERBOARD

728 X 90

MEDIUM RECTANGLE

300 X 250

SKYSCRAPER

160 X 600

THREE PRIMARY AD POSITIONS AND THAT’S IT!

Half Page Ad (Side Scrolling)

300x600 pixels

Example: www.columbiadailyherald.com

NOTE: Complete list of all IAB online ads are available at www.iab.net. IAB is an excellent resource for online ad guidelines that include rich media, file sizes, design issues, etc.

16,234 Click Thru’s !

2. CPM Pricing vs. Flat RateBENEFITS OF CPM

1. Increase ad inventory as traffic increases

2. More revenue!

3. Easy to understand rate card

4. Easier to manage

5. Benefits advertisers by guaranteeing a specific number of ad impressions

6. Have a presence throughout the website

7. Keeps ads fresh with multiple ads in positions

Local CPM Advertising Rates range from $10 to $35

3. Rich Media Advertising

Rich Media As Defined By IAB.:

Advertisements with which can interact in a web page format. These advertisements can be used either singularly or in combination with various technologies including sound, video, or Flash. Examples include floating ads, page take-overs, interstitials, peel-aways, and expandable ads.

Ad Types

• Page Curl: The page curl is a unique fun ad that peels down the page when you mouse over the ad. They are also called peel away ads.

• Expandable ad: another popular ad style which is very attention getting. When you mouse over the ad it extends to the left or right. Expandable ads can be used for any ad size.

Leaderboard Expandable Ad Example

4. Push Email/Email Database

Create Contests to Build Email Database

• Offer opt-in categories for breaking news, local coupons, monthly newsletter, special offers, etc.

• Sell local advertising in email push.

• CPM rates are typically higher since advertisers are capturing an attentive local audience who requested the information.

Ad Types

LOCAL AD

Now Presenting …

Rex Kastner Vice President of SWAT Division

Video Ads

Video ads or Kool Ads gives your advertiser a great opportunity to utilize their commercial or streaming video in another media. They are also very effective. This can be used in any ad position, even a page curl.

Video Ads

Video Ads

Special Sections

• Post your Special Sections Online• Increases Shelf Life• Increases Value For Your Advertisers• Increase Cost of Ads 25% by Adding

the Special Section to Your Online Edition

• Gives More Value to Your Website While Increasing Bottom Line Profits

• Sell Banner Ads on the Special Section Page

Special Sections

Special Sections

Special Sections

Special Sections

Yellow Pages

Benefits of Online Yellow Pages are:• Up to five business categories• The client’s listings will show up at

the top of the directory.• A map is included of where the

business is located.• Enhanced Listings are promoted

throughout the site in a top ads module.

Yellow Pages

Yellow Pages

Yellow Pages

Yellow Pages

Google Search Engine Advertising

• Why Google Advertising?– #1 search engine in the world– 40% of all Internet revenue is pay to

click– Keeps the competition away from your

clients– Increases click thru’s for increased

customer retention.– Many Ad words campaigns drive more

clicks to your customers website than banner advertising alone

The Google Search

• Type in any key words on Google and press search

The Google Results Page

The Results Page

Sponsored Links

Google Ad Words Set up

• Choose a Geographic Location. IE: Miles around a zip code or city.

• Choose what key words you want• Set up a daily budget• Anybody searching within your

geographic location using the key words you choose will see your ad for as long as your daily budget lasts

Google Pay to Click Ad Words Costs

• You pay nothing to have your ad seen• You only pay when someone clicks on

your ad• Average cost varies depending on

the key word. • Average cost is 87 cents. A small

budget goes along way• Quality score or ranking improves

when the sponsored ad and website matches

Behavioral Targeting

Behavioral Targeting – Unsurpassed Engagement

Yahoo! is in the top 3 position in 24 vertical categories.*

How Behavioral Targeting Works

Behavioral Targeting Ad Placements

Ad Creatives – Engagers vs. Shoppers

Bonus Topic

Retaining your Advertisers• Go see your advertisers once a month and

discuss their internet advertising• Show them their reports

– Impressions– Click Thru’s– Google Report– YP Page– The type of banner ad they are running

• Re-enforce the value• Suggest changing the ad often• Papers that do this have over an 80% retention

rate

Questions?

Thank you for your time. We are available anytime to answer any questions you have.

Rex Kastner 1-866-726-2859rkastner@townnews.com

Patrick Bingle 1-888-865-6615pbingle@townnews.com