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Innovative Advertising Solutions

6 strategic ways to use advertising in print media

02 September 2014 · by Suzanne Raitt

Print media can be used in innovative ways to deliver an advertiser’s message. Read through the examples presented or watch the video instead.


 
Reminder: What brand to buy? What to do this weekend? Newspapers provide a recap of the latest news and information so it’s a perfect fit.

Bounce presents hydro-electric towers in the shape of clothes – and the connection is made. Splashdown Waterpark delivers a smile with its ad presenting a playful version of the “aftermath.”


 
Branding: Procter & Gamble, which owns Bounce, has consistently advertised its brands in newspapers over the last couple of years demonstrating ...

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Sacramento Bee uses metrics to prove print advertising success

20 August 2014 · by Darrell Kunken

With offices and showrooms around the world, Granite Transformations is an advertiser offering new alternatives to traditional countertops, backsplashes, floors, and more.

With the ongoing goal of continuous improvement, Amy Gerstmar, the company’s Sacramento Bee account manager, has used data to help Granite Transformations achieve an even more effective, diversified advertising programme this year.

In 2013, Granite Transformations was a full-page advertiser (two or three times a month). It also placed an ad in our B Street Theater programme and did an occasional e-mail blast for contests and promotions.

This year, Amy brought Granite Transformations into our dashboard to provide the company with a view of the performance metrics resulting from ...

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Making the case for private advertising exchanges for online video

12 August 2014 · by Greg Bobolo

Open, automated advertisement buying markets seem to make sense. After all, who could disagree with the goal of increased efficiencies and lower costs?

However, online video, especially premium sports content that premium advertisers love to associate with, has long been undervalued in the marketplace due to real-time bidding and ...

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6 reasons to reconsider time spent with media when considering ad placement

22 July 2014 · by Suzanne Raitt

Time spent with media seems to be the hot topic based on the number of times I have been shown this chart of Internet trends, created by Mary Meeker of Kleiner Perkins Caufield Byers. The chart details the amount of time spent with a medium compared with ad dollars spent in the United States.

People argue that newspapers get too many advertising dollars for time spent with that particular medium. This is one statistic from one source. It is one piece of the puzzle – like only considering hair colour when looking at the overall population.

  1. Consider how strange it is to look at time spent. If we analysed most people’s days in terms of time spent, the conclusion would be that we love working and sleeping. Both activities are a necessity for most people, but not ...
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Sacramento Bee creates easy, interactive brochure to help advertising staff sell audiences

17 July 2014 · by Darrell Kunken

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As the industry fights to maintain and build revenues, sales staff is increasingly expected to know more about, and sell more of, a portfolio of products.

Sales today, is not, selling a product or two.

Today, the account manager’s world is one of options. Options that can be molded into a proposal once the business goals and opportunities are clearly understood.

But for some, these options can overwhelm. And a large portfolio can certainly overwhelm and confuse a business owner. So the role of the salesperson is to develop a proposed marketing plan that establishes a marketing path based on logical, factual decision-making.

The part of sales that I believe hasn’t changed is where the battle is ultimately won or lost: presenting yourself as the expert consultant; telling your story better than the competition; making the compelling, logical argument that makes good business sense.

It’s sometimes easier said than done.

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Creative advertising vs. automated templates: like apples and oranges

09 July 2014 · by Adam Burnham

When you think about creativity or creative design, what is the first thing that comes to mind? Is it technology? Or is it something else?

For me, it is Apple.

Back in the day, when I attended journalism school at the University of Missouri, most of the teaching in the advertising sequence focused on the value of creativity. It is the core of all advertising.

When I think about Apple, I think about a company that redefined itself as being “cool” through creativity, and you can see that in something as simple as the evolution of their logo:

Nike as well:

This has resonated with me as a key value in my career in advertising, and I hope it carries the same importance with others.  

Today we are starting to see a few technology offerings that create both a self-service and an automated solution for creating advertising. This tech is cool, for sure, but ...

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What makes digital video advertising profitable? Content, context, placement

01 July 2014 · by Greg Bobolo

There’s gold in online video. An estimated 85% of Internet users regularly watch video. Consequently, online video ad spend is experiencing a similar upward arc.

According to a recent Interactive Advertising Bureau (IAB) survey, American advertisers will spend 17% more on digital video in 2014 than they did in 2012, and the migration of ad dollars from televsion to digital video continues unabated. This year, for the first time ever, digital video spend nearly matched TV spending.

However, to ensure digital video doesn’t become a race to the bottom of the advertising bargain barrel, publishers and video producers must...

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Research shows if engagement is what it’s all about, print newspapers deliver

09 June 2014 · by Suzanne Raitt

Currently all media wrestle with what is the right metric to measure – readership, clicks, time spent, etc. In the online and social media circle, engagement is the latest trend.

This begs the question: Why not study engagement across media and see how each one stacks up? At Newspapers Canada (the industry association), we did exactly that.

We chose 11 characteristics for media engagement, seven general engagement statements and four focused on ...

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Data visualisation: sales presentation to sales conversation

03 June 2014 · by Darrell Kunken

I know I’ve already written a couple of posts on data visualisation. But I want to share some recent experiences.

Data visualisation is a great way to enter the Big Data space and help bring an organisation forward into using large data sets more effectively in an effort to improve business practices and positive outcomes.

In my opinion, the No. 1  reason data visualisation can make a quick positive impact is because one can attack smaller tactical projects that can show an immediate positive impact.

At The Bee in Sacramento, California, we have some kind of data visualisation project supporting ...

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Now is the time for bold revenue diversification at media companies of all sizes

22 May 2014 · by Tyler Mack

David Kelley, founder and chairman of IDEO, was one of the more compelling speakers at this year’s INMA World Congress conference.

INMA always does a nice job including several speakers at its events who provide a distinctly outsider perspective, and Mr. Kelley was a good example of this practice. 

Kelley explained his approach to creating an idea-friendly atmosphere by reacting to new ideas with an “I like” or “I wish” beginning to sentences. In that vein, in reaction to this year’s World Congress event, I would say I liked the ideas I heard from several news media groups. And I wish my small, independent media company had the ...

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About this blog

The Innovative Advertising Solutions Blog looks at not only integrated advertising sales for newsmedia companies but the full spectrum of agency-level marketing solutions for advertisers: print, digital, package, and event sales; social media marketing services on behalf of advertisers; and behavioural targeting across a range of digital products.


Meet the bloggers

Greg Bobolo
CEO
SendtoNews
New York, New York, USA
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Adam Burnham
Vice President
Affinity Express
Elgin, Illinois, USA
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Barbara Cohen
President
Kannon Consulting
Chicago, USA
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Tami Coughlan
Associate Director,
Integrated Solutions & Business Development
Associate Publisher,
The Kit
The Toronto Star
Toronto, Ontario, Canada
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Darrell Kunken
Director of Research/Market Analysis
The Sacramento Bee
Sacramento, California, USA
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Tyler Mack
Digital Media Director
The Register-Guard
Eugene, Oregon, USA
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Kirk MacDonald
Executive Vice President/Advertising, Marketing and Digital Sales
Denver Post
Denver, USA
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Suzanne Raitt
Vice President, Marketing and Innovation
Newspapers Canada
Toronto, Ontario, Canada
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Blog archives

September 2014 ( 1 )
August 2014 ( 2 )
July 2014 ( 4 )
June 2014 ( 2 )
May 2014 ( 3 )
April 2014 ( 2 )
March 2014 ( 4 )
February 2014 ( 4 )
January 2014 ( 4 )
December 2013 ( 3 )
November 2013 ( 4 )
October 2013 ( 4 )
September 2013 ( 4 )
August 2013 ( 4 )
July 2013 ( 3 )
June 2013 ( 4 )
May 2013 ( 5 )
April 2013 ( 3 )
March 2013 ( 4 )
February 2013 ( 4 )



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