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Digital Sales SolutionsCreating Great Web Packages

Catharine Van Mater, Internet BroadcastingJuly 2011

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Introduction

This session will teach you how to create great Web packages: including how to select the right online ad elements, measure campaign performance and offer up sell opportunities.

The steps included in this training position you as the media expert in the digital space and help to set you apart as the digital consultant for your local client.

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Today’s Agenda

Step 1: DEVELOP: Creative Brief that Maps Your Recommendations

Step 2: LEARN: How To Package With Performance Measures

Step 3: BUILD: Performance Evaluation & Up-sell Opportunities

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Today’s Presentation

• Client examples represent a local Spa, Auto and Restaurant.

• Type of clients represent LOCAL USA.• These clients all have one thing in

common – “show me how to separate myself from the pack and market my special promotions” –help me attract a high level of attention and mind share.

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Step 1: Develop a Creative Brief To Map Your Recommendations

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1. TV commercial ideas help AE’s simplify the online creative approach

2. Learn how to select the Right Digital Solution

4. Focus the campaign on one stage of the Marketing Funnel

5. Examples: Client Creative Brief

Outlining the Creative Brief

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AE’s find it easy to think of a TV commercial idea for their client buy

Online Creative Idea:Take that on-air creative idea and translate it to an online creative approach

On-Air Creative Idea:

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Question:Describe a proposed client, their goal and how you envision the on-air creative

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AttractAttract Viewer Attention + RetainRetain + Solicit a ResponseSolicit a Response AttractAttract

TV Web Drivers RetainRetain Original Video Content

Solicit a ResponseSolicit a Response Contesting

COVERGENCE FORMULASelect compelling online elements that support the promotion:

Building a Convergence Formula

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Question:Think of how the on-air creative translates to online, using various online elements

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Library of Online Ad Solutions Options • On-Air TV Web Driver Examples• Video Ads• Rich Media• Hover Ads – Sales Event Packages • Full Page Ads• Contests/Survey: Database Marketing • Standard IAB Display Ad Units• E-Newsletters• Special “Shrink Wrap” Promotions• Section Sponsorships• Popular Weather Online Elements• Special Station Initiatives

Selecting the Right Online Solution

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Selecting the Right Digital Solution

Online Elements:

• Rich media helps to initiate a customer relationship.

• ROS Guaranteed ad impressions assures audience delivery.

• Selective placement in News/Weather/Entertainment provides consistency, reach and frequency.

• Creative scheduling options including day of the week, time of day, weather triggered advertising and more all align client messages with viewers habits.

• Database marketing provides clients with a list of consumers that are interested in their products/services

• Email newsletter ads align with viewer trust of content.

• Content Integration feature provides area to highlight advertiser content seamlessly.

• Online video reinforces message with sight, sound and emotion.

• Online provides easier format to introduce more in-depth product information.

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Think of Your Client’s Goals

MARKETING FUNNEL

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The Marketing Funnel

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http://images.ibsys.com/prod/det/2010/mlm/240032/hover_index.html

Advertiser: Metropolitan Lincoln Mercury Campaign: Hover Ad Campaign Goal: Branding/New Product Announcement

“Capture the feeling of pulling into the dealership Saturday”

Client Creative BriefAE Example

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http://images.ibsys.com/prod/hou/2010/k_hovnanian_homes/238354/k_hovnanian_homes_300x250.html

http://images.ibsys.com/prod/hou/2010/k_hovnanian_homes/240360/hover_index.html

Advertiser: Brighton Homes Campaign: Display Ads and Hover Campaign Goal: Push one week offer

“Creative needs to stand out alerting buyers to one week offer”

Client Creative BriefAE Example

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http://images.ibsys.com/prod/mia/ads/subway/230015/subway_300x250.html

Advertiser: Subway Campaign: Display Ads and Contest Campaign Goal: Gathering names, contest entrants

“Brand Subway locally with Little League logo”

Client Creative BriefAE Example

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1. Linking URL to advertiser's website

2. Understand the measure and focus of the campaign?

3. Visually, what should be used to achieve the goal of campaign ?

4. What is the tone of the campaign creative?

5. Image use in creative?6. Copy suggested?7. Additional direction?

Creative Brief Information Connects to WebScan Order

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Step 2: Learn How To Package With Performance Measures

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Creative Message

Targeting the Audience

Placement of Ads

Ad Elements Selected

4 Factors: Ideal Package Performance

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Keep it Simple – clutter negatively effects recall Be Legible – message should be easily understood Be High Quality – the ad look & text reflects the brand Be Appropriate – select suitable design to product Be Consistent – logo, color & message Create a Message Hierarchy – visual cues to connect goal Be Innovative – catch viewers attention, use new ad units

Creative Message: Best Practices

Before After

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Channel % Male

Auto 72%

Dating 60%

Home Page 50%

Law 56%

Money 54%

News 50%

Sports 60%

Technology 71%

Travel 51%

Weather 50%

Channel %Female

Employment 51%

Community 52%

Dating 40%

Education 57%

Entertainment 59%

Family 65%

Food 61%

Health 58%

Home Page 50%

House 58%

News 50%

Shopping 65%

Weather 50%

Male Audience Female Audience

Targeting the Audience: Best Channels to Reach

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Home Page Weather Entertainment Contest Page Buffer Page Health Section Sponsorship

Placement of Ads

Advertiser: Bella Spa & Massage

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Ad Elements: Tailored for the Funnel

Awareness: Content Widget

Intent: Display Ad

Purchase: Buffer Page

Advertiser: Bella Spa & Massage

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• Scheduling the correct volume of ads (impressions) during your flight time period is key.

• During a four week period, we suggest scheduling XXX,000 impressions per month in this market.

• Campaigns typically run for 6 – 12 months with an average of XXX,000 impressions running per month unless we are scheduling a concentrated promotion or contest within a two week period.

• As important, is the creative with a call-to-action to engage the viewer when they see your ad or offer.

Setting ExpectationsUnderstanding How Many Impressions

for Effective Campaign Delivery

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1) Build Brand and Awareness?2) Call-To-Action?3) Inform & Educate?

3 Sample Packages Focusing on the Goal of the

Buy

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Scenario 1: Build Brand & Scenario 1: Build Brand & AwarenessAwareness

Client’s Goal: Build restaurant brand Client’s Goal: Build restaurant brand awareness for new take-out menuawareness for new take-out menu

SAMPLE PACKAGE:

• IAB Ad Units : ROS Impressions• Section Sponsorship: Title bar logo, brick ad

General A25-54: News/ Weather/Traffic Women Skewed: Entertainment Men Skewed: Sports

• TV Web Driver Promotional Schedule• Full Page Ad with Offers• Fixed Content Widget• Rotation in e-newsletters• Production of all ad units

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Television Promotion

CLICK TV SCREEN

Drives Drives

Online Ad Campaign &Sponsorship Promotion

Full Page AdRich editorial, Applebee’s special offers and content

Scenario 1: Build Brand & Scenario 1: Build Brand & AwarenessAwareness

Client Solution: TV & Online Drives Viewers to Client Solution: TV & Online Drives Viewers to New Menu & “Great Food On The Go” New Menu & “Great Food On The Go”

Neighborhood OffersNeighborhood Offers

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SAMPLE PACKAGE:

• IAB Ad Units : Concentrated ROS ad impression schedule targeted for one week

• Hover Ad: Running on Thursday before the weekend sales event

• Full Page Ad: Promoting sales event with offers• Production of all ad units

Scenario 2: Call-To-ActionScenario 2: Call-To-ActionClient’s Goal: Local Automotive Dealer looking Client’s Goal: Local Automotive Dealer looking

to drive traffic for a weekend retail sales to drive traffic for a weekend retail sales event.event.

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To see this Hover Ad animate, please Click Here.

Advertiser:Gladstone Dodge, Chrysler, Jeep

Flight Dates: 5/11-5/14

Overall Results:108,543 Impressions369 Clicks

To see the Display Ad Creative, please Click Here.

“Client loved the campaign and I’m working with him to do something similar coming up.  He especially liked the creative and the use of the tents & animation” – Pam Carder, AE

Scenario 2: Call-To-ActionScenario 2: Call-To-ActionClient Solution: Great Tent Event – Local Client Solution: Great Tent Event – Local

DealerDealer

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SAMPLE PACKAGE:

• IAB Ad Units : ROS Impressions• Geo-targeted ads• Weather Section: Content Integration Modules• Expandable Ad Units• TV Web Driver – Safe Driving Tips• Full Page Ad: Safe Driving Tips, Video

(infomercial), Testimonials• Production of all ad units

Scenario 3: Inform & EducateScenario 3: Inform & EducateClient’s Goal: Convey Auto Dealer’s Messaging Client’s Goal: Convey Auto Dealer’s Messaging

– – “Be Safe and Smart on the Road this Busy Holiday “Be Safe and Smart on the Road this Busy Holiday

Season”Season”

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Scenario 3: Inform & EducateScenario 3: Inform & EducateClient Solution: Geo-Targeting, Weather Client Solution: Geo-Targeting, Weather

Triggered Ads, TV Web Drivers Triggered Ads, TV Web Drivers

NE Jeep Dealers – “Snow’s Falling” Winter Driving Tips

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Jeep maximized its media investment by delivering messages tailored to the weather conditions in their key markets

When snow started to fall their 4x4 ad creative started to run with a relevant message to consumers

Scenario 3: Inform & EducateScenario 3: Inform & EducateClient Solution: Geo-Targeting, Weather Client Solution: Geo-Targeting, Weather

Triggered Ads, TV Web Drivers Triggered Ads, TV Web Drivers

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Let’s look at how an AE Let’s look at how an AE used the CNA to select used the CNA to select the right convergence the right convergence solution for a local solution for a local retail grocery chain…retail grocery chain…meet Sandy Nolan meet Sandy Nolan WDIVWDIV

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“The CNA focus gave us the clues to help Meijer target their offers to the ‘hard to reach power Moms’ in an innovative way using TV and Online.

Offering annual sponsorships gave our client much more exposure providing the opportunity to build a consistent platform and relationship with their audience.

Standing behind monthly proof of performance was key to this success, as we continually worked hard to up-sell the client in other appropriate station promotions - which extended the value.”

Sandy Nolan, Account ExecutiveClickonDetroit.com

Sandy’s Results

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1. Offer Meijer “What’s 4 Dinner?”Food Section Sponsorship reaching Moms, Working Parentsvia TV, Online & Text.

2. Highlight how Meijer makes life easier using Meijer’s nutritionist in the “What’s 4 Dinner” cooking segment.

3. Drive viewers to click on the Meijer Meal Box Web site for ingredients for quick meal solutions.

4. Add seasonal tie-ins such as Halloween sponsorship & “M” perks Mobile coupon promotion

Client Needs Analysis Revealed:

1. Increase brand awareness forMeijer targeting the hard to reach “Power Moms”

2. Offer a vehicle to showcase Meijer’s higher standards & lower prices tagline to life

3. Help to extend message beyond traditional TV/radio

4. Increase sales and trafficto the Meijer store

locations

AE Execution Plan:

CAN: Meijer “What’s 4 Dinner?”

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Meijer “What’s 4 Dinner? Promotion”

Let’s look at the presentation Sandy pitched:

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Table of Contents

Goals and Objectives

About WDIV – TV Local 4

About ClickOnDetroit.com

What’s 4 Dinner? The Program

Internet Strategy

Broadcast TV Strategy

Total Campaign Summary

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Increase awareness for Meijer and the Meijer brand - reach - reach Moms, Working Moms and Dads and Moms, Working Moms and Dads and Busy PeopleBusy People via broadcast via broadcast TV and Online and Text MessagingTV and Online and Text Messaging Increase traffic to all Meijer locations

Increase sales Increase market share

Goals and Objectives

Align Meijer with WDIV in providing the community with healthy and affordable information!

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The most popular News Team in metro Detroit, featuring Carmen Harlan, Devin Scillian, Chuck Gaidica, Bernie Smilovitz, Ruth Spencer, Guy Gordon and Rhonda Walker

Top rated weekly program schedule includes Local 4 News, The Today Show, Ellen, Rachael Ray, Jeopardy, Wheel of Fortune, Biggest Loser, Southland, Celebrity Apprentice, The Office, 30 Rock, Law & Order, Deal or No Deal, The Tonight Show with Conan O’Brien, Saturday Night Live, and many more!

Coming this Fall: The Jay Leno Show M-F 10p, Dr. Oz at 3pm, exciting New Fall Prime, plus our current NBC hits!

Sports: Sunday Night Football, PGA, NHL, Detroit Red Wings, NHL Playoffs, Stanley Cup Finals, Kentucky Derby, Preakness, US Open, Wimbledon, Notre Dame Football

Broadcast all major annual local/NBC events including the Thanksgiving Day Parade, 4th of July Fireworks the North American International Auto Show, and the Golden Globes

#1 website in Southeast Michigan - ClickOnDetroit.com

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Advertisers Turn To WDIV-TV To Get The Most Advertisers Turn To WDIV-TV To Get The Most Value For Their Advertising Dollar !Value For Their Advertising Dollar !

Better Coverage = Better Results!Better Coverage = Better Results!

•The #1 rated radio station in metro Detroit reaches only 18% of Adults 18+

•Extremely fragmented - there are more than (20) different radio stations to choose from plus, satellite radio

•91% of metro Detroit watches WDIV-TV!

•WDIV-TV has over 3,000,000 viewers every week!

•You’re in every house that has cable or satellite TV!

•Only 65% of Metro Detroit is reachable by Cable TV

•Your ads are missing at least 35% of the population in metro Detroit

•Viewership on any one cable channel is very small

•Every major newspaper in metro Detroit has lost circulation (10%-30%) in the past 8 years!

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*Source: WebScan/Internet Broadcasting August 2008

#1 local web site in metro Detroit

A monthly average of more than 1.7 million unique visitors

A monthly average time of 9:08 minutes per viewer per visit

A monthly average of 5 page views per visit per viewer

A monthly average of more than 21 million page views

Promoted every day on WDIV-TV via a high impact campaign valued at more than $5,000,000 annually.

Content updated every 15 minutes by our own editorial staff.

About ClickOnDetroit…

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Detroit Media Site Rankings comScore “Local Unique Visitors” Detroit

Rankings

Source: comScore Local Detroit Market 2008Note: - Cookie-based viewer counts are as much as 2x higher than Nielsen due to Nielsen under measuring the at-

work audience.

Unique Visitors (000's)

Detroit Jan

Feb

Mar

Apr

May Jun Jul

Aug

Sep

Oct

Nov

Dec

08 AVG

CLICKONDETROIT.COM 427 538 439 261 330 333

316

359 308 365 284 377 361

FREEP.COM 293 241 286 302 257 260 258 297 303 353 266 215 278

ESPN.COM 203 154 204 252 165 214 149 201 231 199 240 271 207

DETNEWS.COM 291 214 229 257 245 197 257 298 255 266 177 240 244

WXYZ.COM 232 228 207 175 172 155 118 208 208 119 214 192 186

MYFOXDETROIT.COM 184 217 203 159 160 202 170 169 199 149 162 186 180

FOXSPORTS.COM 176 232 204 195 142 163 144 134 165 125 158 145 165

MLIVE.COM 110 127 111 150 147 111 131 128 130 143 120 129 128

NFL.COM 116 54 50 74 34 16 23 78 102 137 111 93 74

SI.COM n/a n/a n/a n/a n/a 80 29 62 103 40 55 34 34

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ClickOnDetroit vs. Other Detroit Media WebsitesClickOnDetroit vs. Other Detroit Media WebsitesClickOnDetroit.com is the #1 Media Web Site in Southeast Michigan. According to the most recent Scarborough Report, below are Adults 18+ who have visited each site in the past 30 days.

ClickOnDetroit = 819,857

DetNews.com = 399,376

Freep.com = 508,514

MyFoxDetroit.com = 486,240

WXYZ.com = 454,242

CBSDetroit.com = 131,911

Mlive.com = 195,655

*Please Note – The above number is from the Detroit Scarborough survey and does not represent Unique Visitors. Source: Scarborough Research 2008

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Via a high impact, multi-level campaign, WDIV Local 4, ClickOnDetroit.com and Meijer will launch What’s 4 Dinner? an online campaign, community service, traffic driver and interactive viewer experience.

What’s 4 Dinner will allow Moms, Dads, Working Parents, and ANYBODY who needs help with easy, nutritious, cost efficient and family friendly recipes with ingredients from Meijer!

At a time when Metro Detroiters are working harder and watching their monthly expenses closer than ever before, the What’s 4 Dinner campaign will provide them the solutions they need.

WDIV and ClickOnDetroit will urge viewers to go to ClickOnDetroit’s Food Section to find the Meijer What’s 4 Dinner recipes of the week – these recipes can use Meijer brand products and exclusive vendors. In turn, the viewers will go to Meijer to do their weekly shopping!

The partnership with Local 4 and ClickOnDetroit, along with the content provided will give Meijer an unmatched advantage in the marketplace.

What’s 4 Dinner? The Program

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The Local 4, ClickOnDetroit.com andMeijer partnership will contain high-

impact,fixed and targeted ad elements

throughoutthe website and TV station. The Partnership will feature: Fixed content integration on the

ClickOnDetroit Food Section.

A monthly schedule of high impact ad elements featuring Floating Rich Media, Leaderboard and Display Ads.

A rotating position on the ClickOnDetroit Feature Belt

A “What’s 4 Dinner?” Web Driver Schedule to air on WDIV Local 4.

A User Generated Content opportunity

The What’s 4 Dinner? Partnership on ClickOnDetroit

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As the exclusive sponsor of the Food Section; Meijer will receive the following Fixed andExclusive Ad Elements:

Fixed Food Section Brick Ad

Fixed Food Section Logo

Meijer “What’s 4 Dinner” Content Section

Rotating Leaderboard Ads with Focus on Home, News, Entertainment,Family, and Consumer

Rotating Display Ads with Focus on Home, News, Entertainment,Family, and Consumer (not shown)

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Meijer Food Section Sponsorship

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3

4

5

1

2

3

4

4

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The Meijer “What’s 4 Dinner?”Floating Rich Media will beserved and targeted everyday from 7am-9am, 1130am-2pm,and 3pm-7pm.

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Meijer “What’s 4 Dinner?” Floating Rich

Media6

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You will receive one rotatingposition on the Feature Belt.The Feature Belt positionincludes a photograph and aten-word headline. Thisposition can be updated on aweekly basis.

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Meijer “What’s 4 Dinner?” Feature Belt

Position

7

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What’s 4 Dinner? Partnership on Local 4

Day Programs Times Weekly

Length

ThursdayLocal 4 Morning News

6am-7am

1x:30 Meijer What’s 4

Dinner Message

Campaign Total (52weeks running January – December 2010) 52 x :30

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Continuously directing MetroDetroiters to ClickOnDetroit and the Food

Section! WDIV will run a minimum of 180x Promo Spots 5am-1235am urging

viewers to go to ClickOnDetroit to see Meijer’s What’s 4 Dinner? Section!

Viewers see Meijer What’s 4 Dinner Web Drivers throughout the day on

WDIV Local 4

Then they go to ClickOnDetroit.com’s Food

Section for their weekly recipes!

WDIV Local 4 On-air Promotional CampaignWDIV Local 4 On-air Promotional Campaign

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On ClickOnDetroit.com you will receive the following delivering a minimum of 1,000,000 monthly impressions…

A high-impact ad campaign featuring the following…

• Fixed Content Section on the Food Section• Fixed Brick Ad and Logo on the Food Section• One Feature Belt Position• Rotating Leader Board Ads running on ROS.• Rotating Display Ads running on ROS.

On WDIV Local 4, Meijer will receive the following…

• Each week, Meijer will receive a fixed :30 second custom produced commercial featuring a Meijer chef detailing the What’s 4 Dinner? Campaign and Meijer’s commitment to healthy affordable meals for the community.• A minimum of 20x web drivers each month urging viewers to go to ClickOnDetroit to see Meijer’s What’s 4 Dinner section.

Total Investment - $120,000

The Meijer “What’s 4 Dinner?” Partnership

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Real Results: Meijer’s “What’s 4 Dinner”

Tina MillerMeijer Nutritionisthttp://www.clickondetroit.com/food/24067542/detail.html

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Step 3: Evaluation, Building Relationships & Up-sell

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QuestionIdentify ways your client might judge campaign success

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1. Track increase in visitors to client Website

2. Track increase in volume of inquires to call center

3. Track sales of “select exclusive offer” with station

4. Increase foot traffic5. Verbal acknowledgment from

peers and customers 6. Creative performance via

DART report7. Ease of creative process &

production services.

Performance EvaluationPerformance EvaluationSeven Ways Your Client Might Judge SuccessSeven Ways Your Client Might Judge Success

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Compared to other media, online advertising is the most measureable because computers track

viewers activity.

Google Analytics is one of the most highly-regarded, nationally recognized third-party software programs, using cookies to track Page Views and Unique Visitors to your site.

ComScore is another metric that ranks local sites using a random telephone survey and an online recruitment where participants online activities are monitored.

Looking at performance for your promotion, we have created a campaign that is designed to drive traffic to your site, help generate sales leads, build a database or promote a unique feature.

We will look at these metrics routinely and jointly agree on ways to measure performance.

Jointly Measuring SuccessJointly Measuring Success

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Work closely with IB to manage the details and client expectations exposing clients to IB depth of resources…this sets your station apart from the local competition.

Invite the client to the station…frankly your turf, your managers, your agenda!

Be an aggressive as your client’s “new media” consultant recognized as “the source”

Get engrossed with the growth of your client’s business –get excited!!!

Shop your client, follow all client promotions to provide feedback

Connect on all social fronts…their special event, your tickets etc

Building RelationshipsBuilding Relationships

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To see a sample of the Creative Display Ad Report, please Click Here.

Provide clients with campaign reporting, showcasing client ad creative with delivery summary information.

Optimize campaigns for effectiveness.

Summary AccountabilitySummary AccountabilityUse Available Reporting to Track PerformanceUse Available Reporting to Track Performance

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1. Offer production and your client timebuilds relations setting you apart

2. While online campaign is up, present the next phased campaign idea to extend the commitment

3. Show & tell new ad units and brainstorm next creative execution for each

4. Lay the foundation working together, try new ad units to provide the opportunity to test viewer engagement

Up-sell StrategyUp-sell Strategy

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Practice Makes Perfect!

Develop your Creative BriefSelect the Right Online SolutionPackage with Performance MeasuresEvaluation, Building Relations and Up-sell

Opportunities

Final ChecklistFinal Checklist

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Questions?

THANK YOU!

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