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#IDSDInteractiveDaySanDiego.com
27.3 million page views per month
5.7 million visits per month
2.8 million unique visitors per month
Based on monthly averages between January – May 2010
#IDSDInteractiveDaySanDiego.com
Overview
• New Vision & Strategy for SignOn San Diego
• What it means for the San Diego Ad Community
#IDSDInteractiveDaySanDiego.com
Vision
#IDSDInteractiveDaySanDiego.com
The New SignOn San Diego
• New Branding, Website Re-Design
• More Visual, Cleaner Look
• Better Use of Social Media
• Strategic Content Partnerships
• Higher Impact Ad Units
• Transactional Business Models
San Diego’s Homepage
#IDSDInteractiveDaySanDiego.com
#IDSDInteractiveDaySanDiego.com
#IDSDInteractiveDaySanDiego.com
Strategic Content Partnerships
#IDSDInteractiveDaySanDiego.com
4SD, ARES Travel, Radio, Daylife
Channel 10
#IDSDInteractiveDaySanDiego.com
#IDSDInteractiveDaySanDiego.com
#IDSDInteractiveDaySanDiego.com
#IDSDInteractiveDaySanDiego.com
Channel 10 video
#IDSDInteractiveDaySanDiego.com
High Impact Ad Units
#IDSDInteractiveDaySanDiego.com
Still Advertising Like It’s 2004?
#IDSDInteractiveDaySanDiego.com
Previous Advertising Options
#IDSDInteractiveDaySanDiego.com
Current Advertising Options
#IDSDInteractiveDaySanDiego.com
New Ad Positions
CTR’s based on reports for January & February 2010
.07% CTR
.08% CTR
.09% CTR Above.06% CTR Below
#IDSDInteractiveDaySanDiego.com
Corner Peel Banner Ad
#IDSDInteractiveDaySanDiego.com
Post-It Note Sold $5,000 in tickets in 1
day!
#IDSDInteractiveDaySanDiego.com
Monster Ad.13% CTR
#IDSDInteractiveDaySanDiego.com
Video Ads with Interactive Overlays
#IDSDInteractiveDaySanDiego.com
Roadblock
#IDSDInteractiveDaySanDiego.com
Roadblock Synching Ads
#IDSDInteractiveDaySanDiego.com
Roadblock Synching Ads with Skin
#IDSDInteractiveDaySanDiego.com
Online Advertorial
• Your Own Headline & Teaser on News Pages
• Educate Consumers With Your Content
• Influence Attitudes, Sales, Traffic
#IDSDInteractiveDaySanDiego.com
Better ROI
CTRs vary depending on the ad size, creative and objective
.16% CTR
.17% CTR
.34% CTR
#IDSDInteractiveDaySanDiego.com
Integrated Campaigns
Compound Results
RESULTS
• 1,739,281 Impressions/Views
• 6,658 1st Level Engagement/Clicks
• .38% Click Through Rate
• 149 opted-in users, 89% looking for a new car in 3-12 months
#IDSDInteractiveDaySanDiego.com
Social Media Initiative
#IDSDInteractiveDaySanDiego.com
Integrated Into Redesign
• Added social media sharing buttons to content
pages
• Added Follow Us module
• Focused!
#IDSDInteractiveDaySanDiego.com
Article Page – Pre Redesign
• Limited social media
– Story comments
– E-mail to a friend option
– Share This icon
#IDSDInteractiveDaySanDiego.com
Article Page – Post Redesign
• Sharing tools above and below stories
• Follow Us module
• Ability to story comment with Facebook,
Twitter logins
• The News Feed is your friend!
#IDSDInteractiveDaySanDiego.com
Results
• Page views from social media websites have doubled, led by
• In February, page views from Facebook surpassed AOL, now
ranks fourth
• More than 23,000 Twitter followers
Facebook Page Views
Nov-May ‘10
#IDSDInteractiveDaySanDiego.com
Transactional Business Models
Daily Deal Intro Slide
#IDSD
InteractiveDaySanDiego.com
#IDSDInteractiveDaySanDiego.com
The Daily Deal
250K daily print
subscribers
A Great Deal
1 million
display ad
impressionsSent to over
115K email
subscribers
We get the word out to San Diego
Through Social
Networks
#IDSDInteractiveDaySanDiego.com
Daily Deal Benefits
• Zero upfront costs
• Unmatched local media exposure
• Immediate results & new customers
• Viral buzz about your brand & company
• Email opt-ins for future promotions
• Cash flow
• POS tracking of redemptions
The ONLY advertising that guarantees customers!
#IDSDInteractiveDaySanDiego.com
Recent Partners
#IDSDInteractiveDaySanDiego.com
Demographic Snapshot
• Average Age: 35-54• Average Income: $75K +• Dual-income professionals • Upwardly mobile w/ kids• Chic sophisticates
Heat Map of Top Purchasing Zip Codes
#IDSDInteractiveDaySanDiego.com
Example Deal
• 1,000 cupcake deals x $10 per deal = $10,000
• $10,000 – 3% (credit card fees) = $9,700
• $9,700 / 2 (you + SOSD) = $4,850
$4,850 in your pocket
1,000 new eager customers in 24 hours!
65% of customers
spend over the value
of the voucher!
#IDSDInteractiveDaySanDiego.com
Redemption & Tracking
• You get list of
purchasers and
codes the next
morning
• Readers get
vouchers within 24
hours of the deal
ending
• Plus Opt-In Emails! Bar Code Tracking for POS Systems
#IDSDInteractiveDaySanDiego.com
$172,575 in 24 hours!
Mission Bay Water Sports Camp
#IDSDInteractiveDaySanDiego.com
$80,512 in 24 hours!
Marine Room Restaurant
#IDSDInteractiveDaySanDiego.com
Launching This Week
#IDSDInteractiveDaySanDiego.com
• Better results
• One-stop shopping
• Alternative business models
• Commitment we are “Here to Stay”
What Does All This Mean for
Advertisers?
#IDSDInteractiveDaySanDiego.com
The Future