Digital Solutions to Make the Phones Ring!

Digital Solutions to
Make the Phones Ring!
Why online advertising?
•
It’s where people are.
– People are engaged with their computers, mobile devices, iPads
•
Immediately interact 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
•
Online Contesting allows for you to capture emails to grow your database
Source: Reports 2011- Social-Networking-Sites http://www.pewinternet.org/Press-Releases/2011/65-of-online-adults-usesocial-networking-sites.aspx
Search Engines Users http://www.pewinternet.org/Reports/2012/Search-Engine-Use/1-Summary-of-Findings.aspx
WCPO ONLINE
powered by:
Sixty News Professionals
2,500 stories monthly
WCPO
Newsletters
WCPO.com – desktop
Responsive design
iPad App
2013 Media Kit
Web on phone devices
via responsive design
Web on tablets via
responsive design
Kindle
Fire App
Smartphones:
iPhone /
Android
WCPO Partners
We can help you reach your audience digitally
through our extensive portfolio
Website Development /
Redesign
Scripps Targeted Network:
•Geography
•Contextual
•Search Re-Targeting
•Site Re-Targeting
•Demographics
•Keyword Targeting
Pre Roll:
•ABC Player
•Scripps Targeted
Network
•WCPO
Facebook Ads
and Contesting
SMS –
Text Messaging
Search Engine
Optimization
Search Engine
Marketing (SEM)
B2C and B2B Email Marketing
54% Women
STATUS
57% Married
51% Kids < 18
38% Age 18-34
AGE
HH w/ KIDS
44% $75K+
COLLEGE
INCOME
GENDER
46% Men
36% Some College
Source: Scarborough Cincinnati DMA Release 1 2013 “WCPO.com User” defined as A18+ who visited site in past 30 days.
Uniques: Omniture 2013
59% Age 25-49
29% Age 50-64
• 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
• 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)
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.
WCPO.com Targeting Options By Section or Geography
Standard sizes:
300x600
300x250
728x90
88x31
Takeover
Pencil Pushdown
Hover
Floater
Can also target ads
by Day-Part, such
as Monday-Friday
11am-2pm!
Popular Section
Targeting Options:
News
Weather
Sports
Traffic
Entertainment
Money
Lifestyle
Geo-target ads to
users in certain parts
of town or custom
select zip codes
High Impact Creative that gets results!
Pencil Push Down
Hover Ad
Key Points
990x30 displays for all users sessions
Key points
• Initially 990x300 then to 990x30
• One 990x300 per unique user per day
• 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
Floater Ad
Key Points
• Ad resides on 800x600 area above content
for 8 seconds then disappears.
• High Visibility
• One ad per day per site
WCPO.com Mobile Apps
Android, iPhone, Kindle Fire & 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
4 out of 5 Wireless Subscribers
Use Text Messaging…
DEMOS
- Text Concerts to 46988
- Text Campus Books to 46988
Great for Contesting, Coupon offers, Information
Source: Scarborough 20010, Release 1 (Sep2009 – Feb2010), WCPO.com / KYPost.com Past 30 Days.
WCPO.com and Newsletters
Opt-in subscribers receive our news and information right to their email inbox
WCPO Newsletters:
• Breaking News Alerts
• Latest Headlines
• Good Morning Tri-State
• Don’t Waste Your Money
All newsletters are sent every week day, except DWYM is once a week
Expandable Ads
Upon mouse over, creative will expand to a larger size, and a video can be embedded
Dynamic Banners to showcase your
product/inventory
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.
Your Video watched Online
ABC Player abc.com
Embedded Video
•Advertise on WCPO or Scripps
Targeted Network
•Can be any length, recommend under 3
mintues
WCPO
•Clickable video window
•:15 in length
•300x250 companion ad
•Advertise locally on ABC shows online
•Video can be 320x240 or 640x360
•:30 in length
Scripps Targeted Network
•Clickable video window
•:15 or :30 in length
•300x250 companion ad
Contests/Sweepstakes
• Who doesn’t like to win?
• Build your own database with
Contesting/Sweepstakes
Bob is reading USA Today’s travel
Contextual
articles.
We place travel related ads around travel
related articles or publishers.
Targeting Via The User’s
Category of Content & Location
A vacation
would be
nice…
Scripps Targeted Network: THOUSANDS of Websites
Search Retargeting
Targeting Via The User’s
Behavior & 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 auto ads to Suzie
since her behavior indicates she is
shopping for a car. She does
not need to be on auto content.
Site Retargeting
Targeting Via
Prospects Who Have Visited
Your Website Recently
Jane recently visited
Weight Watchers’ website.
By re-targeting, Weight Watcher ads follow
Jane to increase her likelihood of purchasing
from Weight Watchers.
Geo-targeting
Targeting Via
Prospects Who Live or Work
By Location
We can run campaigns to target him
at work and home.
Chip works in Kenwood, Ohio
and lives in Mason, OH.
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
Implicit/Explicit Data:
Targeting Via
Prospects Age, Gender, etc.
Implicit: Target implied
demographics based on
site content
Mary is a senior and lives in Cincinnati, OH.
We target specific ads to Mary
since her demo indicates she is a senior.
Explicit: Target implied
demographics based on
user given information
Sites Such a But Not Limited to…
Email Marketing – Business/Consumer
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
• Targeted Facebook Ads
• Fan-Gated Contest (build your database)
• Station sponsored posts
Next Steps
• Speak to one of our Account
Executives
• Custom a campaign to fit your needs
• Finalize creative(s) & link destination
• Initiate a campaign
• Optimize results consistently
– Creative
– Offer
– Placement
• Move forward with confidence
Contact
Stephanie Cooper – Digital Sales Manager
[email protected] 513.852.4026
Sixty News Professionals
2,000 stories monthly