swat strategic web advertising team contact us: for more information on townnews.com’s swat...
TRANSCRIPT
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: [email protected]
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:
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: [email protected]
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 [email protected]
Patrick Bingle [email protected]