digital solutions to make the phones ring!
TRANSCRIPT
Digital Solutions to
make the phones ring!
Why online advertising? • It’s where people are.
– People are engaged with their computers, mobile devices, iPads
– 65% of all adults use social networking sites
• Immediately interacting with your brand
– Drive immediate traffic to your website
• Your customers are searching for your products or services right now. – 91% of internet users have used search engines. On any given day, 59% of those online use
search engines. – Opportunity for you to invest your advertising dollars wisely
– Reach a mass market
– A very niche group
• Measurable results
– How many times your ad was viewed and clicked
– Call Tracking available
• Build your database of emails to continually reach back out to
Source: Reports 2011- Social-Networking-Sites http://www.pewinternet.org/Press-Releases/2011/65-of-online-adults-use-
social-networking-sites.aspx
Search Engines Users http://www.pewinternet.org/Reports/2012/Search-Engine-Use/1-Summary-of-Findings.aspx
powered by:
2013 Media Kit
iPhone / iPod Touch/iPad
WCPO ONLINE
Sixty News Professionals
2,500 stories monthly
CincySchool Zone.com Android
WCPO.com
KYPost.com
WCPO, KYPost
Newsletters WAP - Standard Mobile
Social Media
WCPO Partners
Search Engine Marketing SMS – Text Messaging
Pre Roll:
•ABC Player
•Scripps Network
•WCPO/KYPost
Email Marketing
Scripps Network:
•Behavioral
•Contextual
•Re-targeting
•Geography
•Demographics
•Implicit/Explicit Data
•Keyword Targeting
Zoomtown
We can help you reach your audience digitally
through our extensive portfolio
Cincinnati Law.TV
Tornado Alley Live
2013 Media Kit
Gender
Male 51% / 48%
Female 49% / 52%
Marital Status
Married 65% / 56%
Household Income
$75,000+ 47% / 32%
Education
Some College+ 67% / 53%
For example; 65% of WCPO.com visitors are married, compared to 56% of average adults in the market.
Source: WCPO User Profile, Scarborough 2012, Release 1, Current (March 2011– February 2012), WCPO.com / KYPost.com Past 30 Days. WCPO Online Page Views include WCPO.com, KYPost.com, Omniture.
WCPO Online % / Market %
Age
18-34 36% / 30%
35-49 36% / 27%
50-64 21% / 26%
65+ 7% / 17%
Children Children <18 52% / 40%
WCPO Online’s 1 million+ Unique Users
January 2013
19,814,590 website page views
6,128,311 mobile page views
The Evolution of Local News. The 783,556 Users Of 9 News
168 Hours Weekly of 9 News on TV
M-F 4:30 – 7AM Channel 9.1 Sa-Su 5 – 7AM Channel 9.1 Sa-Su 8 – 9AM Channel 9.1 M-F 12 – 1P Channel 9.1
M-F 5 - 630PM Channel 9.1 Sa-Su 6 - 6:30PM Channel 9.1 M-SU 11 – 11:35 Channel 9.1 M – SU 5a – 5a Channel 9.2
550,730
News Users
9News TV
382,790
News Users
wcpo.com
149,964
or 19%
shared
822,290 9NewsTotal Users
168 Hours Weekly of 9 News Online
Wcpo.com
Kypost.com
Mobile on wcpo.com
Mobile via iPhone
Email Newletter
Cincyschoolzone.com
Source: Scarborough March 2011– February 2012. Base: Watch 9 Local News Target:
TV Websites Visited Past 30 Days wcpo.com/kypost.com. Updated: 10/19/12
• 3 out of 4 homes watch WCPO-TV per week (a)
• 9 out of 10 homes watch WCPO-TV every 4 weeks (b)
• Of 1.2 million local news viewers across 4 stations, nearly 70% choose WCPO-TV (814,715 people) (c)
• 455,242 people who watch 9 News DO NOT get the Daily Cincinnati Enquirer (d)
• 348,724 people who watch 9 News DO NOT get the Sunday Cincinnati Enquirer (e)
• If the lowest viewed part of WCPO’s day (1AM-5AM) was a cable network, it would rank 1st among all channels on cable
or satellite (f)
• Of 118.6 channels available to the average home, only 16 are viewed (g)
• WCPO-TV is the first station broadcasting local news in HD (high definition)
• WCPO has one of the only websites dedicated to Northern Kentucky (KYPost.com)
• If WCPO.com were a radio station, it would rank 1st of nearly 50 stations (h)
• WCPO.com is promoted within every newscast on WCPO-TV
Source – (a) Nielsen Media Research, May09, Mon-Sun 5am-5am HHLD’s. (b) Nielsen Media Research, May09, Mon-Sun 5am-5am HHLD’s. (c) Percentages based on CUME target audience of
all local news viewers (wcpo, wlwt, wxix, wkrc )Scarborough 2012, Release 1, Current (March 2011– February 2012), WCPO.com / KYPost.com Past 30 Days(d) Percentages based on CUME target
audience of 9 News viewers. Scarborough 2009 Release 1, (Mar2008-Feb2009.) (e) Percentages based on CUME target audience of 9 News viewers. Scarborough 2009 Release 1, (Mar2008-Feb2009.)
(f) Nielsen Media Research, May09, Mon-Sun 5am-1am, 1am-5am Households. Viewing includes Time Warner, Insight and other cable systems. (g) 2007 from Nielsen’s 48th Annual, “Television
Audience,” page 15 (most recent released.) (h) Scarborough 2009 Release 1, (Mar2008-Feb2009), A25-54.
Standard sizes:
160x600
300x250
728x90
88x31
Takeover
Pencil Pushdown
Hover
Floater
Section Targeting Options:
Lifestyle
Money
Marketplace
News
Sports
Entertainment
Traffic
Video
Geo-target ads to users
in certain parts of town
Can also target ads by
Day-Part, such as
Monday-Friday 11am-
2pm!
WCPO.com & KYPost.com
Targeting Options By Section or
Geography
Key Points • Ad hovers over chosen page • Stays on page no matter where you scroll • User can minimize ad • High Visibility
•One ad per day per site
High Impact Creative that gets results!
Key Points • Ad resides on 800x600 area above content
for 8 seconds then disappears.
• High Visibility
• One ad per day per site
Pencil Push Down
Key points • Initially 990x300 then to 990x30
• One 990x300 per unique user per day
Hover Ad Floater Ad
990x30 displays for all users sessions
Targeting Options by Local Sites
cincyschoolzone
Education Category
Sponsorships Available
300x250
728x90
160x600
Zoomtown -Target prospects of the local telephone company’s online service
-Choice of three different dimensions: 300x250, 728x90 and
160x600
Targeting Options - Mobile
Android, iPhone, iPod Touch, & iPad
• Reach WCPO viewers who are on the go!
• Click through goes directly to client’s website or
custom landing page.
• Landing page can include: image, copy, click
to call, and/or link to mobile WAP site.
47% of all American adults get local news
information from their cell phone or tablet computer
What do they seek out most?
42% weather updates
37% material about restaurants or other local
businesses.
Source: Pew Research Center State of the News Media
Mobile: SMS – Text Messaging Audience texts keyword to opt-in to messages from advertiser
Premium landing
pages also available
WCPO Newsletters:
• Good Morning Tri-State
• Don’t Waste Your Money
• Breaking News Alerts
• Latest Headlines
• Popo's Morning Rush
KYPost Newsletters:
• Breaking News Alerts
• KYPost.com Daily Headlines
All newsletters are sent every week day, except DWYM is once a week
WCPO.com and KYPost.com Newsletters Opt-in subscribers receive our news and information right to their email inbox
Creative That “Interacts” Generates Results
Upon mouseover, creative may expand to a larger size
Expanding or Synchronized Ads Over Perform
Synchronized Ad
Key points
•300x250 and 728x90 ads’ animations are
complimentary
Success amongst real estate, auto,
recruitment, and retail.
Shows on page as 300x250, 728x90,
or 160x600 which is expandable to
interact: Play video, Search, Call,
map, visit website, and much more.
Dynamic Banners to showcase your
product/inventory
WCPO/KYPost •Clickable video window
•:15 in length
•300x250 companion ad
Your Video watched Online
ABC Player abc.com •Advertise locally on ABC shows online
•Video can be 320x240 or 640x360
•:30 in length
Embedded Video •Advertise locally or Scripps Network
•In 300x250 ad unit
•Can be any length
Scripps Network •Clickable video window
•:15 or :30 in length
•300x250 companion ad
Contests/Giveaways
• Who doesn’t like to win?
• Build your own database with
Contesting!
Contests/Giveaways
A vacation
would be
nice…
Bob is reading USA Today’s travel
articles. We place travel related ads around travel
related articles or publishers. Contextual Targeting Via The User’s
Category of Content & Location
Suzie has been searching and
reading articles on vehicles. The
intensity of her online behavior
moves her into the automotive
seeker category.
We target specific ads to Suzie
since her behavior indicates she is
shopping for a car. She does
not need to be on auto content.
Targeting Via The User’s
Behavior & Location
Behavioral
Scripps Network: 10,000+ Website Partnership
Jane recently visited
Weight Watchers’ website.
By re-targeting, Weight Watcher ads follow
Jane to increase her likelihood of purchasing
from Weight Watchers.
Retargeting Targeting Via
Prospects Who Have Visited
Your Website Past 90 Days
Chip works at WCPO and lives in
Mason, OH.
We can run campaigns to target him
at work and home. Highest Internet
use occurs between 7am and 5pm.
Geo-targeting Targeting Via
Prospects Who Live or Work
By Location
Keyword Targeting Targeting Via
Prospects Who are reading
content related to your industry
Jane is reading an
article about how to
repair central air
conditioners
Keyword targeting allows HVAC ads to
appear on the same page as what the article
is about.
Demographic Targeting
Targeting Via
Prospects Age, Gender, etc.
Mary is a senior and lives in Cincinnati, OH.
We target specific ads to Mary
since her demo indicates she is a senior.
Implicit/Explicit Data:
Implicit: Target implied
demographics based on
site content
Explicit: Target implied
demographics based on
user given information
Sites Like…
B2B & B2C Email Blasts • Email is sent to a select number of
consumers or businesses.
• Can target by geography, age, location, and
many other criteria.
• Put your message in front of your targeted
audience right in their inbox
Email Marketing – Business/Consumer
• Targeted Facebook Ads
• Fan-Gated Contest (build your database)
• Station sponsored posts
• Wall Strategy
LinkedIn is a social media tool for professionals
in various fields; allowing members to connect,
share information and possibly hire his/her next
employee.
LinkedIn targets business decision makers by
reaching high tech managers, small business
owners and corporate executives.
Targets a specific audience by:
- job title and function
- industry and company size
- seniority and age
- LinkedIn groups
Over 100 million professionals use LinkedIn to exchange information, ideas
and opportunities. -LinkedIN.com
Next Steps
• Speak to one of our specialists
• Finalize creative(s) & link destination
• Finalize targeting options
• Initiate a campaign
• Optimize results consistently – Creative
– Offer
– Placement
• Move forward with confidence
Contact
Rob Schuck – Local Sales Manager
[email protected] 513.852.4049
Stephanie Cooper – Digital Sales Manager
[email protected] 513.852.4026
Sixty News Professionals
2,000 stories monthly
www.wcpo.com/advertise