Building a first-class digital advertising network requires:
- Tight management and distribution of exclusive, sought-after content.
- A premium syndication platform.
- A direct sales network with strong advertising partnerships.
- And highly transparent reporting to all stakeholders.
Super Bowl XLVIII, which became the most-watched TV event of all time, with 111.5 million viewers, showcases the synergistic benefits that occur when premium brands are linked to a premium sporting event through such a well-honed digital network.
Toyota’s re-launching of the Highlander model, in which Toyota Canada was tasked with generating excitement by associating with the Super Bowl, makes for an interesting case study.
Toyota rolled out a Highlander campaign across both broadcast and digital media, the latter deploying a combination of 15-second pre-roll and in-video brand overlays at US$50 cost per 1,000 views (CPM).
The go-to destination URL for all digital components was Toyota’s Twitter landing page. Toyota secured the hashtag #knowmore and actively tweeted out interesting factoids throughout the game, while leveraging digital media partnerships with Twitter, Facebook, Shazam, Postmedia, and SendtoNews....[more]
04 March 2014 · by Suzanne Raitt
Print newspaper advertisements work. And those that appear on our front pages can’t be missed. But print can be overshadowed by the lure of digital.
Newspapers are exciting! They are now more open than ever before to offering advertisers unique options. And readers respond – they like being surprised and delighted by both the advertising and the editorial.
To inspire advertisers, media planners and creative agencies, Newspapers Canada, the association representing daily and community newspapers, decided to not just talk about innovative options but to show them.
The goal was to engage our target audience by demonstrating the possibilities through a video overview. It is a peek at some interesting opportunities for newspaper advertising....[more]
25 February 2014 · by Darrell Kunken
Requests for information and data to support advertising proposals are probably through the roof at most organisations.
For the research team, it’s the good news/bad news balance, right? Good news, that research and information are now more highly valued than ever. Bad news because resources are probably down or at least not keeping up with demand.
So, this challenge presents a new opportunity to change things up. I’ve already written about our creation of “Think Sacramento” as a very basic Web site of current statistics and happenings that should be of interest if you are doing business in our market.
The idea is for the sales account representative to use this simple site to present to advertisers or prospects a few points to update them on the market.
This can be done without being tied to a linear PowerPoint deck. It can be done quickly and efficiently from a tablet or during a conversation over the phone.
Now, with fewer research resources, we are continuing to empower the sales reps by giving them access to more information with which they can interact to develop their stories, their way, for their accounts....[more]
19 February 2014 · by Adam Burnham
It has been a rough winter. Even Atlanta has had snow, shutting the city down on two occasions, and that groundhog was no friend of ours this year. But pitchers and catchers are reporting to spring training, which marks the beginning of the American baseball season.
Spring is right around the corner.
In my last post, I talked about the need for media organisations to scrap their silly strategic monikers and shift focus to the customer, effectively becoming customer-first. That is the only clear way to survive and manage your business for the future. There is a balance that will need to be created between the platforms and products you offer today with the services you will offer tomorrow.
What that tomorrow looks like is really the key thing I have been thinking about over the winter months.
While we all are fighting for relevance in the local marketplace today, the scope of what we offer those businesses, at the core, is what we should be thinking about for tomorrow. So let’s dive in, fast-forward three years from now, and see how the future impacts both media companies and the local landscape....[more]
11 February 2014 · by Tyler Mack
In an environment where many advertisers perceive “the newspaper” as being old and perhaps out of touch with the latest technological advancements, changing up your look can have a big impact.
Take a look around your office. I’m guessing you see cubicles, yes? And several square desks in a row with computers and stacks of newspapers, paper, etc. Oh, maybe a ficus plant in the corner?
Next to the cubicles, you’ve got a chair for clients to sit in when they make the occasional in-office visit. You certainly have some meeting rooms available, though, each with a rectangular table, chairs surrounding and a conference phone.
We saw the same things around the advertising area in our office at The Register-Guard several months ago, as we discussed how to transform our newspaper into a media company with heavier focus on digital.
And it dawned on us that we needed to start with some physical change.
Like many news media companies these days, we have some extra space in our building. So we reorganised our cubicles – yes, we likely will always have cubicles – for increased efficiency and a more open environment.
And we re-purposed a corner of the office that had been used for storing five half-broken chairs and a computer from 1998 into a modern meeting space, with mounted flat-screen connected to a computer and an Apple TV device....[more]
02 February 2014 · by Greg Bobolo
It’s hard to argue with the numbers.
Our metrics clearly demonstrate that to increase viewership and attract premium advertising dollars, video content must appear in contextually relevant copy or above the fold. Ideally, it’s both.
Sport highlight video is our business. SendtoNews aggregates digital video for sports leagues and organisations such as the PGA TOUR, NFL, and NASCAR, and distributes this content to hundreds of publishers around North America.
I believe open ad exchanges are the wrong way to go when it comes to monetising this content, and instead prefer dealing directly with a closed marketplace of premium brands and their ad agencies.
In the words of Brian Lesser, global CEO of Xaxis, an open exchange “devalues the inventory and doesn’t provide control of what advertisers go up against the content.”...[more]
27 January 2014 · by Barbara Cohen
With Valentine’s Day just around the corner, I would like to dedicate this blog to the rekindling of the newspaper’s first love — local advertisers.
There was a time when the industry flirted with national advertisers, diverting attention and resources to what some hoped would save the industry.
A few newspapers had successful, full-fledged relationships with advertisers, reaching national audiences. But, for most newspapers, the local and regional advertisers remained the loyal spouse — often taken for granted and sometimes forgotten in the rush for the new, sexier but often short-lived affairs.
Local and regional advertisers became important again as the national advertisers fell into the arms of TV, digital, and social media.
So, what are you doing at your local media property to ignite the passion again?
The Orange County Register fielded an innovative programme in 2013 to do just that. The Register invited subscribers to pick their favourite local non-profit or charity, endorse an enclosed US$100 check to be used for advertising for that charity, and send it back to the newspaper.
Response rates were judged to be high, with the newspaper reporting that 1,300 non-profits will get advertising in the Register’s print or digital products.
It should both enhance the Register’s brand as a community citizen and a place to consider adve...[more]
12 January 2014 · by Suzanne Raitt
Newspapers Canada, the association representing daily and community newspapers in Canada, has developed an advertising campaign highlighting the newspaper industry and its strength.
It was created for use by our newspaper members to run as often as they like in their print and digital properties.
The goal of the advertising was to target advertisers directly, as they are the key decision makers. In particular, we wanted to reach senior advertisers (presidents and vice presidents of marketing), as well as local business people (who make their own ad decisions).
These executives and small business owners are all well informed (as they need to be), and they read our newspaper products.
We wanted to remind them of the power of our brands.
The ad campaign was designed to be upbeat and charming — something that would get the attention of advertisers. Also, recognising it would run in newspapers, it was created to resonate with readers, too....[more]
06 January 2014 · by Darrell Kunken
As we enter 2014, we know where the market has gone and will continue to go.
Digital marketing options today are garnering more and more ad dollars at an accelerated rate. According to Borrell estimates, at 24%, the online channel captured the largest share of local ad spending in our CBSA (core based statistical area) this past year.
In 2014, online spending is projected to grow an astounding 40% (+US$58 million) over 2013. The need to aggressively compete and capture a larger share of the expanding digital business has never been more apparent.
Success will come by serving the needs of the client. With a dizzying number of options to choose from, small- and medium-sized businesses (SMB) can take advantage of a turn-key solution from a trusted source. Our solution is “Impress Local,” a full line of digital options that are customisable to the needs of the business.
From the needs assessment, a campaign can be developed that utilises the proper components from a full suite of digital options, which include reputation intelligence, social, search, targeted, and re-targeted display. All of these components have trackable performance metrics that report results through the (private to the business and their rep) Impress Local online dashboard....[more]
02 January 2014 · by Tyler Mack
Some time ago – not too long ago, I’m sure – news media sales representatives used to be able to pick up the phone or stop by a business and secure an advertising sale. All with a few simple questions related to what size, what run date, and what advertising message the client wanted to run.
We had the product that reached the local masses and could provide the results that advertisers wanted. There was little need for elaborate presentations, market research, or persuasive case studies.
These days, of course, business owners are bombarded with salespeople from all kinds of media pitching them on the next best solution. Often, they present varying sets of data to show why their solution is the best.
If our news media salespeople are armed with nothing more than a smile and a notepad, asking “When would you like to run next?” we’re not likely to hold up well against an aggressive salesperson from another media. They present data backing up their arguments and sample work showcasing the potential creative direction for their prospects.
This might seem like basic sales – that’s because it is – but that doesn’t mean we should take for granted what our salespeople are equipped with and using in the field.
If you’re part of a chain of media companies, it’s likely you have some corporate support in this effort, such as research materials, pools of spec ad samples, or pitch deck templates. But even if this is the case, take the time to make sure what your salespeople have in the field is up to date and worthy of comparison to other media....[more]