associated: creative opportunities oct 07

* Winner of the AOP Online Publisher 2006 Consumer Award

*

AND Ad NetworkCreative Advertising Opportunities

« view previous slide

About us

Over 60 sites, reaching 8.4 million UK Online adults

26.3% UK Online Penetration


Associated Northcliffe Digital – AD Network

SITES

REVENUE

STAFF

ADVERTISERS

REACH

5

£7m pa

100

c.200

5m UK uu

SITES

REVENUE

STAFF

ADVERTISERS

REACH

152

£100m pa

600+

c.900+

9.0m UK uu


Placing AND Ad Network ahead of...

% Reach UK pop.

8,379

7,544

7,396

6,601

6,456

6,431

6,405

6,309

Total UK UV’s

26.3%

23.6 %

23.2 %

20.7 %

20.2 %

20.1 %

20.1 %

20.1 %

Sources:Comscore Aug 07


Growing from strength to strength

Dec-06Jan-07

Feb-07Mar-07

Apr-07May-07

Jun-07Jul-07

Aug-07

5,000,000

6,000,000

7,000,000

8,000,000

9,000,000 With an ongoing program of site development and improvement in place as well as a powerful marketing operation the AND Ad Network will only continue to grow.

Sources:Comscore Aug 07

The AND Ad Network has seen unique users increase by 63% since launch


Positioning ourselves ahead of a Standard Sales House

Standard Sales House

• Advertising Solutions

• Creative Solutions

• Commercial Partnerships

• Agency Sales

• Publisher Services

• Design Services

AND Commercial

• Advertising Solutions

• Creative Solutions

• Commercial Partnerships

• Agency Sales

• Publisher Services

• Design Services


*

Advertising FormatsExamples of AND advertising opportunities


Contents

Standard ad formatsincluding large formats

• Banners• Skyscrapers• MPU• Buttons• Roadblock

Creative formatsincluding video streaming

• Overlays• Top Page Wrap• Pre-Rolls• Page Peels

Ad formats that can include unique placement or advanced interactivity and audio visual capacities used by advertisers to engage their customers and build their brands.

Standardised ad units that normally run across the top, bottom or right hand side of the page. These can be used to effectively communicate brand values and/or direct users to a client website.

More information• About us• Case study• Advertising specifications• Ad formats by site• Contact us

For more information please telephone 020 7752 8989 or speak to your sales representative.

Other opportunities• Cross-media Campaigns• Behavioural Targeting • Solus Emails• Newsletter Sponsorship• Advertising Effectiveness Research• Keyword Targeting

The strength of our offline and online brands are combined in cross-media campaigns, while services such behavioural targeting and effectiveness research, not only provide advertisers with an excellent opportunity to reach a wide and relevant audience but also help advertisers understand the full impact of their campaigns.

Creative showcase• Sure For Women• Random House• L'Oréal• Capital One Card• EMI Music• Standard Life

View some of the ingenious ways leading advertisers have taken advantage of the immense range of flexible creative opportunities available on the AND Advertising Network.

Integrated opportunities• Sponsorship• Microsite• Guest Channel• Tenancy• Roadblock• Section Theme• Page Wash

Advertising solutions such as Advertorials, Microsites and Sponsorship opportunities enable advertisers to integrate themselves as closely as possible with AND's premium editorial.

• Advertorial• Advertorial with Competi

tion• Bespoke Advertorial• Bespoke Competition• Countdown Clock

• Cunard• Samsung• Capital One• Apple• L'Oréal - Garnier• Budget Car Insurance


Standard advertising formats

Banners• Standard Banner• Leaderboard• Expandable Banner• Half Banner

Skyscrapers• Standard Skyscraper• Super Skyscraper• Expandable Skyscraper

Skyscrapers are a popular creative that appear down the right hand side of the page. Due to their sheer size, this format provides an excellent vehicle to increase user awareness and promote brand perception. Skyscrapers can take rotating images and flash.

Banners are an extremely popular format that is generally positioned at the top, or bottom of the page. Banners can take rotating images or flash creatives. They are effective in directing users to advertiser websites.

Ad Specifications• Advertising Specs (Appendix 1)• Advertising formats by site (Appendix 2)

Buttons• Standard Button• Large button

Buttons are smallest format, they can also be known as “badges or hotspots”. Buttons can include rotating images or flash. Due to their unique size, buttons work well when incorporating within a specific project or campaign.

Roadblock

Roadblocks offer a superb way of “owning” every standard ad position on a given page or channel. This exclusivity ensures maximum impact for an advertiser, which encourages response rates. Roadblocks include banners, sky and MPU format.

MPU• Standard MPU • Expandable MPU• Video MPU

An MPU is a large box integrated within the page to offer a prominent advertising position. Clients can utilise MPU’s for increased interactivity, via flash or video files. A highly effective format providing standout.

Includes the following placements

• Standard Banner• Standard Skyscraper• Standard MPU The purpose of this document is to act as a

guide to what is available on the AND network to our advertisers. We aim to deliver the best of the internet and its unique creative possibilities, whilst optimising the user experience and encouraging the viewer to engage.

All advertisements are subject to AND’s approval prior to placement.

View Banner information here » View Skyscraper information here » View MPU information here »

View Button information here » View Roadblock information here »


Banners

Standard Banner Leaderboard

Expandable Banners Half Banner

View advertising specs »

View site listing » View advertising specs »

View site listing »






Skyscrapers

Standard Skyscraper Super Skyscraper Expandable Skyscraper

View advertising specs » View site listing » View advertising specs » View site listing » View advertising specs » View site listing »


MPU

Standard MPU Expandable MPU

Video MPU








Buttons

Standard Buttons Promotional Button

Square Button








Roadblock

Banner, Skyscraper and MPU Placement




Creative formats

Overlays Top Page Wrap

Pre-Rolls Page Peels










Integrated opportunities

Sponsorship AdvertorialA Standard Advertorial allows an advertiser to fully integrate with AND’s premium editorial in the “look & feel” of the parent website, with advertiser objectives front of mind.Advertorials are an ideal vehicle for creating maximum standout.

Channel Sponsorship enables the advertiser to integrate within the site and build an associated trust with our editorial content.Advertisers can add key messages or promotion and place these within prominent positions within the format.Channel sponsorship also allows advertorial copy to be placed on the site that offers the perfect advertising solution to many client campaigns.

Bespoke competitionBespoke advertorialBespoke advertorials are created in the “look & feel” of the parent website, with advertiser objectives front of mind.Advertorials are an ideal vehicle for creating maximum standout.

Bespoke designed pages with competition element and data capture relating specifically to advertisers product or service.

MicrositeA Microsite is a series of bespoke editorial pages built purposely for the advertiser. Designed in the “look & feel” of the editorial, microsites are written and designed to communicate advertising messages in a bespoke environment. Microsites can be between 2-6 pages and offer links and buttons dedicated to the advertiser to achieve maximum brand awareness and complete interaction.

Advertorial with competitionAdvertorials with an added competition feature are supported by site promotional text links and traffic driving creative where possible.

View Sponsorship example here »

View Bespoke Advertorial example here »

View Advertorial example here »

View Microsite example here »

View Advertorial Competition example here »

View Bespoke Competition example here »

More Integrated Opportunities »


Integrated opportunities (cont.)

TenancyA tenancy allows an advertiser to own a fixed placement on a site for a predefined period. Rather than buying on a CPM, CPC etc. advertisers can pay a fixed cost for the period, irrelevant of how many impressions are delivered.

This is a bespoke service whereby we can create a unique channel full of relevant content for any advertiser or product, and design all of the content and images. A bespoke channel generates extensive page impressions and can include sponsorship placements as well as standard advertising

positions.

Page washCountdown clockA bespoke clock that sits on the masthead near to the logo at the top of the page. The digital clock can be used to countdown time to a certain event such as close of a competition or a New Year starting. Countdown Clocks generate massive page impressions.

RoadblockRoadblocks offer a superb way of “owning” every standard ad position on a given page or channel. This exclusivity ensures maximum impact for an advertiser, which encourages response rates. Roadblocks include banners, sky and MPU format.

A bespoke service, where the background of the advertisers page is turned into a different colour to match the content of their campaign strategy, thus creating a colour match.

Guest channel

Section themeSection Themes are page templates that can be manipulated to match an advertisers particular colour theme or brand. This enables an advertiser to integrate closely with the content, whilst securing maximum visibility for a campaign. The sponsor owns all positions within the section and various customisable options are available.

View Guest Channel example here » View Roadblock example here »


Other opportunities

Cross-media campaigns Behavioural targetingBehavioural Targeting enables advertisers to target specific consumers across the entire AND portfolio, based on actual behaviour.A format such as this improves client return on investment and allows the advertiser to monitor response, which in turn reduces wastage.

Cross-Media campaigns provide an excellent opportunity to reach a wide audience with specific interest by coupling the strength of our offline and online cross-media campaigns.Having interactivity online with status and success offline creates a fantastic platform to run hugely successful promotions.Standard formats and text links are designed to drive users to a branded editorial page that is designed to look and feel like a parent website.

Keyword targetingNewsletter sponsorshipAND send out regular newsletters covering a host of various topics to individual subscribers. The Newsletter sponsorship campaign covers items like Health, Showbiz or Horoscopes and will target an audience that is entirely appropriate to a specific project or campaign.Newsletters offer the advertiser a banner, skyscraper and 30 words of text.

Advertising effectiveness researchOnline activity and spend is on the rise, and this means advertisers are keen to monitor the impact their online campaigns or promotions had on the consumer market.Advertising Effectiveness Research allows studies to show the advertiser the effects of their brand perceptions and purchase. This format is also helpful in allowing consumers to rate the creative, which again proves crucial to clients when placing future campaigns.

Solus emailsSolus emails are commercial messages sent to individual subscribers. This is a highly targeted way for advertisers to achieve a well-defined audience that is entirely appropriate to a specific project or campaign.

There are many ways to tailor ads and advertising campaigns to maximise income and minimise costs. The more targeted and timely that traffic, the higher the probability of making a sale to those visitors. AND can send you the targeted visitors that you need - and we make it affordable and cost effective for you to do so! Our ad formats are targeted to keyword topic areas and searches.


*

Creative showcaseExamples of AND advertising opportunities


Creative Showcase - Contents

View example here »

SponsorshipAdvertiser: Sure for Women


Bespoke CompetitionAdvertiser: Capital One - Cashback Card


MicrositeAdvertiser: Cunard


Pre-roll video formatAdvertiser: Apple


AdvertorialAdvertiser: Random House


Bespoke AdvertorialAdvertiser: EMI Music


Guest ChannelAdvertiser: Samsung


Rich media formatAdvertiser: L'Oréal - Garnier


Advertorial with competitionAdvertiser: L'Oréal


Video AdvertorialAdvertiser: Standard Life


RoadblockAdvertiser: Capital One


Top page wrapAdvertiser: Budget Car Insurance


Creative Showcase

Sponsorship

Advertiser: Sure for Women

A sponsorship module was used to highlight Sure’s new “Lifestyle Essential” The ultimate deodorant for women. Sure aimed their module at the female orientated channels as the click-through was encouraged by a unique and high-end fashion give-away.

Showcase contents »


Creative Showcase

Advertorial

Advertiser: Random House

An advertorial was used to promote awareness of their new publication by Author John Grisham. Exit links were placed within the body of copy to allow users to click through to order their own copy.



Creative Showcase

Advertorial with competitionAdvertiser: L'Oréal

L’Oreal used our advertorial opportunities to promote a competition where users can interact with their website by producing creative competition entries for a chance to win a range of exciting prizes. This consisted of a strategically placed advertorial competition and promotional boxes that were fully integrated with female, health and showbiz related channels.Showcase contents »


Creative Showcase

Bespoke CompetitionAdvertiser: Capital One - Cashback Card

A fun and inviting way to encourage users to return to the website and generate multiple impressions. The idea was to create a game based on users building a high score. The winner, being the highest score, received £5000 credit on a new Capital One credit card.



Creative Showcase

Bespoke Advertorial

Advertiser: EMI Music

Bespoke pages designed to highlight EMI’s featured artist. This worked perfectly for promoting the artist’s new album by providing MP3 snippets for users to listen to.



Creative Showcase

Video Advertorial

Advertiser: Standard Life

The This is Money video advertorial enabled Standard Life to communicate the benefits of their Freestyle range of Mortgages with a relevant audience demographic. The video format provided an engaging environment that enabled the client to not only showcase the Standard Life brand, but also connect with the user in an interactive environment.



Creative Showcase

Microsite

Advertiser: Cunard

The idea here was to increase awareness of the new cruise liner, Queen Victoria. To promote the new high tech build whilst retaining the knowledge of its charm and original character. Idea’s behind the campaign was to try and introduce younger clientele to cruise holidays.



Creative Showcase

Guest Channel

Advertiser: Samsung

A guest channel was the perfect option for Samsung as their aim was to promote their new model in as many different ways as possible, giving maximum exposure and massive impressions.



Creative Showcase

Roadblock

Advertiser: Capital One

Offered a superb way of “owning” every standard ad position on a given page or channel. Having a visually appealing ad meant a roadblock was the perfect choice to create impression.



Creative Showcase

Pre-roll video format

Advertiser: Apple

Apple used our Pre Roll Video Format to showcase their latest products. This created a high impact creative and increased brand awareness by showing details of the new product currently being marketed.



Creative Showcase

Rich media format

Advertiser: L'Oréal - Garnier

Expandable ad campaign that invited users to "Unleash your creativity”. This ad unit brings engaging interactivity by giving the user the tools to be able to create an artistic design within the ad itself and then sending it to the Garnier Fructis ‘Style Creates' website for showcasing and competition entry.



Creative Showcase

Top page wrap

Advertiser: Budget Car Insurance

This advertiser launched a new ‘green’ product and were looking for an original concept that would guarantee maximum standout and exposure. The Page Wrap ensured ownership of the page and strengthened the brand association.



Case study

Background

Campaign Objectives

Campaign demonstrates online ad effectiveness of AND’s dating sites with a 224% increase in purchase behaviour following campaign

ImplementationRandom respondents were recruited via a overlay served on each site. Each overlay script captured cookies allowing us to identify those respondents who were exposed to the campaign. From this a control and exposed audience was achieved.

At the end of the campaign both groups were surveyed about their awareness and attitudes towards the Hot Stuff brand and any lifts were attributed to the online campaign

ResultsAND’s Ad Solutions team, with the help of independent specialists measured the branding effectiveness of the online activity.

The campaign successfully reached the target audience of 18-34 year olds

• Robust sample sizes - 1,074 respondents• Average age group 28.3

AND’s dating brands cater for all types of online dating from the serious relationships to fun chat. They are the UK’s number one dating company with a 24% market share. This makes then a perfect place to reach a large receptive audience.

The research in this instance was concentrated on 2 of the larger sites within the portfolio- Loopylove and Girlsdateforfree.

For more information please telephone 020 7752 7400

• Promote “Hot Stuff”• Change brand perception• Increase ‘call to action’

…and shifted key branding metrics

SummaryLoopylove and Girlsdateforfree successfully shifted key branding metrics and supported overall brand marketing efforts.

“We were extremely pleased with the results of our campaign on Loopylove and Girlsdateforfree. The campaign successfully supported brand marketing efforts, and was a great fit for the Domino's Hot Stuff brand.”

Gavin Reeder, Head of Digital Strategy, BLM Quantum

“The Domino's campaign confirms that our family of dating brands provides an excellent platform for brands to engage with consumers.”

Kelly Brough, CEO Allegran

6.4%

0.9%

33.6%

15.0%

3.1%

28.3%Spontaneousawareness

Campaignawareness

Purchasebehaviour

Non-exposed Exposed

19%

134%

224%

• Spontaneous brand awareness increased by 19%• Campaign awareness increased by 134%• Purchase behaviour increased by 224%

AND’s dating sites successfully drive launch of new “Hot Stuff” pizza


Advertising Specifications (Appendix 1)


Advertising Formats by Site (Appendix 2)


*

Associated Northcliffe Digital

Northcliffe House, 2 Derry Street, Kensington, London W8 5TT

Telephone: 020 7752 8989

Email: [email protected]

Click here to return to the contents page »

associated: creative opportunities oct 07

Documents

advertising network

standard ad position

prominent advertising

view mpu information

advertising formats

view skyscraper information

view banner information

format page