retail profiles shopping videos © 2007 digital media communications drb™ is a trademark for...
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Retail ProfilesRetail ProfilesShopping VideosShopping Videos
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
What are Online Videos?What are Online Videos?Superior way for the advertiser to generate business for their business using the power of sight, sound and motion Superior way for the advertiser to generate business for their business using the power of sight, sound and motion
online online
Professionally produced :30 - :45 commercial for your business that uses your print ad or insert as the base for script Professionally produced :30 - :45 commercial for your business that uses your print ad or insert as the base for script and visualsand visuals
Premium placement. Your business is featured above the fold on the home page plus other heavily trafficked pages Premium placement. Your business is featured above the fold on the home page plus other heavily trafficked pages throughout Los Angeles News Group sites.throughout Los Angeles News Group sites.
Increased click-thru rates resulting in more leadsIncreased click-thru rates resulting in more leads
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Why use online videos?Why use online videos?
Dramatically improved click through ratesDramatically improved click through rates
Captures the attention of consumers and positively influences their desire to respond to your ad Captures the attention of consumers and positively influences their desire to respond to your ad
Reaches the consumer or enthusiast not just in Retail online but in Sports or News sections tooReaches the consumer or enthusiast not just in Retail online but in Sports or News sections too
Videos link directly to your siteVideos link directly to your site
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Consumers are increasingly watching Consumers are increasingly watching video online – video online –
27% watch online videos at least weekly27% watch online videos at least weekly
Source:Online Publishers’ Association, “Drivers and Barriers to Online Video Viewing”; ComScore Press Release
Frequency of Online Video Viewership% of total respondents • Number of consumers viewing
video online grew 18% in 6 months from Oct. 2005 to Mar. 2006.
• On average, each consumer watched 100 minutes per month vs. 85 in October.
ComScore MediaMetrix
5
27
51
74
89
Daily
At least weekly
At least monthly
Have ever watchedAre aware exists
Online Video Ads help Newspapers – BROADEN. DIFFERENTIATE & INCREASE the IMPACT of their Web Product
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Online postings with video have a Online postings with video have a higher percentage of click-throughhigher percentage of click-through
Source:DMC 2006 Omniture Tracking Statistics
• DMC’s Omniture tracking statistics illustrate that web users who watch recruitment videos, click-through to the Online Posting over 38% of the time. Some markets have click-through rates as high as 50%. Since an EOI (Expression of Interest) is critical to any web campaign, these statistics show substantial EOIs from a video view.
Click-through rate without Video
38%
50%
Click-through rates with Video
.05%
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
ONLINE VIDEO WITH AUDIO is 2.5x more effective than image ads, at every step toward purchase
Source: Dynamic Logic printed in DoubleClick Sept. 2005 report “Evolution of Rich Media Advertising”
3.3
7.5
4.7
1.9 1.6
9.6
20.0
12.9
4.84.0
•Image ads (e.g., GIF/JPG banner ad)
•Aided brand awareness
•Effect of image ads vs. video (w/ audio) ads
•Difference between test and control group
•Video with audio ads
•Ad aware-ness
•Message association
•Brand favorability
•Purchase intent
Online Video Ads help Newspapers – BROADEN, DIFFERENTIATE & INCREASE the IMPACT of their Web Product
Online Videos with Audio are more Online Videos with Audio are more effective than Image Adseffective than Image Ads
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
What are your Retail Video What are your Retail Video Products?Products?
A LEVEL 1 RETAIL LISTINGA LEVEL 1 RETAIL LISTING is a :30 video is a :30 video that consists of up to 5 photos, or library that consists of up to 5 photos, or library footage from a retail business. This is footage from a retail business. This is designed to feature / move product.designed to feature / move product.
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
A LEVEL 2 RETAIL PROFILEA LEVEL 2 RETAIL PROFILE is a :30 - :45 is a :30 - :45 custom built video about the features & custom built video about the features & benefits of the business. This is designed to benefits of the business. This is designed to brand the company, as well as feature brand the company, as well as feature specific product, inventory, or specials.specific product, inventory, or specials.
Where can Retail Videos Where can Retail Videos be seen?be seen?
Accessed by Dynamically Rotating Banner Ads (DRB™)Accessed by Dynamically Rotating Banner Ads (DRB™)
Tower ad features a scrolling list of Retail Videos on:Tower ad features a scrolling list of Retail Videos on:Daily News- Daily News- http://www.dailynews.com Press Telegram of Long Beach – Press Telegram of Long Beach – http://www.presstelegram.com Inland Valley Daily Bulletin – Inland Valley Daily Bulletin – http://www.dailybulletin.com San Bernardino Sun – San Bernardino Sun – http://www.sbsun.com Redlands Daily Facts – Redlands Daily Facts – http://www.redlandsdailyfacts.com San Gabriel Valley Tribune – http://www.sgvtribune.com San Gabriel Valley Tribune – http://www.sgvtribune.com Pasadena Star News – http://www.pasadenastarnews.com Pasadena Star News – http://www.pasadenastarnews.com Whittier Daily News – http://www.whittierdailynews.comWhittier Daily News – http://www.whittierdailynews.com
Banner Ad Targets ConsumersBanner Ad Targets Consumers
- Placed in Super High Traffic Locations- Placed in Super High Traffic Locations
- Home Page, Local News, Sports and Business landing page- Home Page, Local News, Sports and Business landing page
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
DDynamically ynamically RRotating otating BBanners (DRB™)anners (DRB™)
DRB’s™ allow the user to DRB’s™ allow the user to
watch an individual video, watch an individual video,
or take the viewer to an or take the viewer to an
Index that lists All Index that lists All
Retail Profile Retail Profile
Online Videos!Online Videos!
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Retail DRBRetail DRB™™ and Buttons on Homepage and Buttons on Homepage
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Retail DRBRetail DRB™™ on Marketplace Page on Marketplace Page
LINK to Retail DRB
Interactive skin allows the user Interactive skin allows the user to select the following:to select the following:
Video CategoriesVideo Categories
IndividualIndividualAdvertisersAdvertisers
ScrollingScrolling
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Link ToLink ToAdvertiser’s Advertiser’s
WebsiteWebsite
Link ToLink ToAdvertiser’s Advertiser’s
Display Ad or InsertDisplay Ad or Insert Link to Retail Demo Player
Select Select Retail Retail
CategoryCategory
Macy’s Level 2 ProfileMacy’s Level 2 Profile
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Kitchens Direct Kitchens Direct Level 1 ProfileLevel 1 Profile
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Target Level 2 ProfileTarget Level 2 Profile
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
World of Leather World of Leather Level 2 ProfileLevel 2 Profile
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Preferred Glass & Windows Preferred Glass & Windows Level 1 ProfileLevel 1 Profile
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Best Buy Best Buy Level 2 ProfileLevel 2 Profile
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Mervyn’s Mervyn’s Level 2 ProfileLevel 2 Profile
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Big 5 Sporting Goods Big 5 Sporting Goods Level 2 ProfileLevel 2 Profile
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Tracking ReportTracking Report
Real time tracking Real time tracking
# of Videos Viewed# of Videos Viewed
Where viewer came from (DRB™)Where viewer came from (DRB™)
% of time Posting is clicked – % of time Posting is clicked – “Expression of Interest”“Expression of Interest”
Monthly Reporting will also be providedMonthly Reporting will also be provided
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Level 1 and Level 2 VideosLevel 1 and Level 2 Videos
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Level 1 VideosA Level 1 videos is a :30 videoA Level 1 videos is a :30 video
that consists of up to 5 photos,that consists of up to 5 photos,
or library footage from a retail or library footage from a retail
business. This is designed to business. This is designed to
feature / move product.feature / move product.
Level 1 Videos in Demo:- - Preferred Glass & WindowPreferred Glass & Window
- Kitchens Direct- Kitchens Direct
Level 2 VideosA Level 2 video is a :30 - :45 custom built A Level 2 video is a :30 - :45 custom built
video about the features & benefits of video about the features & benefits of
shopping at that business. This is shopping at that business. This is
designed to brand the company, as well designed to brand the company, as well
as give in-depth information about specific as give in-depth information about specific
featured products, inventory, or specials.featured products, inventory, or specials.
Level 2 Videos in Demo:- - World Of LeatherWorld Of Leather
- Big 5 Sporting Goods- Big 5 Sporting Goods
- Macy’s- Macy’s
- Mervyn’s- Mervyn’s
- Ralph’s- Ralph’s
- Best Buy- Best Buy
- Target- TargetLink to Retail Demo Player
What does a Retail Profile What does a Retail Profile
Video consist of?Video consist of?
- Professionally Produced Video
- Photos of or footage Business
- Length of Video: :30-:45
- Each video is created just from the advertiser’s print ad, or insert
EACH VIDEO CONTAINS
• Business or industry related film footage and/or photos
• Company logo
• Professional scriptwriting (from print ad -- company, tagline, $$, contact info., where to go for more info.)
• On screen contact information (information taken from print ad)
• Announcer & Music
EACH VIDEO CONTAINS
• Business or industry related film footage and/or photos
• Company logo
• Professional scriptwriting (from print ad -- company, tagline, $$, contact info., where to go for more info.)
• On screen contact information (information taken from print ad)
• Announcer & Music
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
How is a Retail Profile How is a Retail Profile
Video created?Video created?
A combination of three sourcesA combination of three sources
can be used for creating can be used for creating
Profile Videos:Profile Videos:
- Advertiser’s Display Ad, or Insert (must
be an electronic PDF in color)
- Advertiser’s website
- Electronic intake form
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Electronic Intake FormElectronic Intake Form
Completed by CoordinatorCompleted by Coordinator
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Link to Retail Intake Form
Level 1 Retail Video
$299
Online for 30 days
Includes 5 (five) photos, voice over,
and production..
Retail Profiles PricingRetail Profiles Pricing
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Level 2 Retail Video
$750
Online for 30 days
Custom Video includinggraphics, animation, logo,
footage, photos, music, voice over,
and production..
Level 2 Retail Video(Nationals & Majors)
$2,500
Online for 30 days
Custom Video includinggraphics, animation, logo,
footage, photos, music, voice over,
and production..
Reach Explodes with Reach Explodes with Online VideoOnline Video
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Benefits for AdvertiserBenefits for AdvertiserHigh Impact Marketing Message 24/7
Availability online 24/7 is convenient for any type of work schedule.
Reach Different Segment of Users
Many people prefer to receive their information in the entertaining format of sight & sound…. especially younger audiences.
Undivided and Focused Attention
Web Videos engage the user. DMC stats show 95% of entire video ad being watched.
Speak Directly to the Users
Web Videos allow the advertiser to speak directly to the user. They captivate the viewer and prompt a direct response via a link to the advertiser’s website.
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Benefits Cont.Benefits Cont.Breakthrough Advertising Clutter
The power of the audio & video combination makes your ad stand out. Web Videos are uniquely different from all other static ads.
Level Playing Field
Web Videos allow smaller “liner” advertisers to have the same quality ad as the big ones (Microsoft vs. minisoft).
Exclusively on Our Websites
In your market, LANG websites are the only locally based website that has Retail Videos.
Simple
To take advantage of a web video, all an advertiser has to do is place a print ad. Same deadline as print.
Cost-Effective
Biggest bang for your buck.© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Can an Advertiser Only Buy an online video?No, a print and online ad is required.
FREQUENTLY ASKED QUESTIONS
Does my client own their online video?No. online videos are for the client’s use on your website. Technically, the client does not own it.
Can I change the ad in the middle of the month?The video is loaded at the beginning of your run. You will need to buy a new Ad if the content is different.
Can I get a proof?Sales Reps will receive a URL link to their video proof, 72 hours after order submission. The Advertiser may make (1) one change to their video. If DMC does not receive
change information, or approval after 48 hours, then the video will be posted live. Additional changes will incur a $75 change fee. One of the purposes of the Profile Intake Form is to allow the advertiser to inform DMC what creative direction they want DMC to use in creating their video. This process helps insure that advertiser will make minimal to no changes to their video. If a change to a video logically requires a change to another element of the video, DMC will not charge the $75 change fee. For instance, a change can affect the following video elements: Onscreen Text. Video/Photo, Voice Over, Music. If a change has another ad element associated with it, it is considered a single change.
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications
Any Questions?Any Questions?
© 2007 Digital Media CommunicationsDRB™ is a trademark for Digital Media Communications