Welcome To The Webinar!
SWAT
Strategic Web
Advertising Team
Contact Us: For more information on TownNews.com’s SWAT program, contact Penny Goebel, SWAT coordinating specialist.
Office: 800-816-9593 • Cellular: 309-314-6403 • E-mail: pgoebel@townnews.com
Presenters
Rex Kastner
Vice President SWAT Division
• Experience
– Joined TownNews.com Team in 2001
– In the Newspaper Internet business
over 14 years
– 20 years in the consumer electronics
field.
– 30+ Years Experience in Sales
CONTACT INFO
Toll Free: 866-726-2859
Fax: 612-233-1136
Email:
rkastner@townnews.com
Presenters
Patrick Bingle
Internet Sales Consultant
• Experience
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17 Years Newspaper Experience
20+ Years in Sales
6 Years as Interactive Media Dir.
2+ Years as ISC with TownNews.com
2009 Top ISC of the Year
CONTACT INFO
Toll Free: 888-865-6615
Fax: 412-774-9674
Email:
pbingle@townnews.com
TownNews.com SWAT Team
• Experience
– Over $50,000,000.00 of Revenue Sold
- Over 60,000 Four-Legged Sales Calls
- Over 100 Years Combined Newspaper and
Internet Sales Experience
Top 10 Things We’ve Learned
About Online Advertising
• Less is More, Larger is Better
• Benefits of CPM vs. Flat Rate or Rotations
• Use of Rich Media Ads (Flash, Expandable,
Peel-Away’s)
• Video Ads: Pre-Rolls and Overlays
• Push Email/Email Data basing
• Special Sections Online
• Online Business Directories/Marketplace
• Search Engine Advertising
• Search Engine Optimization
• Behavioral Targeted Online Advertising
Continuously Evolving
What worked two years ago
may not work this year!
Great resources to stay up-to-date
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IAB
NAA
TownNews (website, newsletters)
State Newspaper Associations
Ad Age
1. Less is More, Larger is Better
LEADERBOARD
728 X 90
MEDIUM
RECTANGLE
300 X 250
SKYSCRAPER
160 X 600
THREE PRIMARY
AD POSITIONS
AND THAT’S IT!
Half Page Ad
(Side Scrolling)
300x600 pixels
Example: www.columbiadailyherald.com
16,234 Click Thru’s !
NOTE: Complete list of all IAB online ads are
available at www.iab.net. IAB is an excellent
resource for online ad guidelines that include rich
media, file sizes, design issues, etc.
2. CPM Pricing vs. Flat Rate
BENEFITS OF CPM
1. Increase ad inventory as traffic increases
2. More revenue!
3. Easy to understand rate card
4. Easier to manage
5. Benefits advertisers by guaranteeing a
specific number of ad impressions
6. Have a presence throughout the website
7. Keeps ads fresh with multiple ads in
positions
Local CPM Advertising Rates range from $10 to $35
3. Rich Media Advertising
Rich Media As Defined By IAB.:
Advertisements with which can interact in a web
page format. These advertisements can be used
either singularly or in combination with various
technologies including sound, video, or Flash.
Examples include floating ads, page take-overs,
interstitials, peel-aways, and expandable ads.
Ad Types
• Page Curl: The page curl is a unique fun ad that peels
down the page when you mouse over the ad. They are
also called peel away ads.
• Expandable ad:
another popular ad
style which is very
attention getting.
When you mouse over
the ad it extends to
the left or right.
Expandable ads can be
used for any ad size.
Leaderboard Expandable Ad Example
4. Push Email/Email Database
Create Contests to Build Email Database
•
Offer opt-in categories for breaking news,
local coupons, monthly newsletter, special
offers, etc.
•
Sell local advertising in email push.
•
CPM rates are typically higher since
advertisers are capturing an attentive local
audience who requested the information.
Ad Types
LOCAL AD
Now Presenting …
Rex Kastner Vice President of SWAT Division
Video Ads
Video ads or Kool Ads gives your advertiser a great
opportunity to utilize their commercial or
streaming video in another media. They are
also very effective. This can be used in any ad
position, even a page curl.
Video Ads
Video Ads
Special Sections
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Post your Special Sections Online
Increases Shelf Life
Increases Value For Your Advertisers
Increase Cost of Ads 25% by Adding the
Special Section to Your Online Edition
• Gives More Value to Your Website While
Increasing Bottom Line Profits
• Sell Banner Ads on the Special Section
Page
Special Sections
Special Sections
Special Sections
Special Sections
Yellow Pages
Benefits of Online Yellow Pages are:
• Up to five business categories
• The client’s listings will show up at the
top of the directory.
• A map is included of where the business
is located.
• Enhanced Listings are promoted
throughout the site in a top ads module.
Yellow Pages
Yellow Pages
Yellow Pages
Yellow Pages
Google Search Engine Advertising
• Why Google Advertising?
– #1 search engine in the world
– 40% of all Internet revenue is pay to click
– Keeps the competition away from your
clients
– Increases click thru’s for increased
customer retention.
– Many Ad words campaigns drive more clicks
to your customers website than banner
advertising alone
The Google Search
• Type in any key words on Google and press search
The Google Results Page
The Results Page
Sponsored Links
Google Ad Words Set up
• Choose a Geographic Location. IE: Miles
around a zip code or city.
• Choose what key words you want
• Set up a daily budget
• Anybody searching within your geographic
location using the key words you choose
will see your ad for as long as your daily
budget lasts
Google Pay to Click Ad Words Costs
• You pay nothing to have your ad seen
• You only pay when someone clicks on
your ad
• Average cost varies depending on the key
word.
• Average cost is 87 cents. A small budget
goes along way
• Quality score or ranking improves when
the sponsored ad and website matches
Behavioral Targeting
Behavioral Targeting – Unsurpassed Engagement
Yahoo! is in the top 3 position in 24 vertical categories.*
How Behavioral Targeting Works
Behavioral Targeting Ad Placements
Ad Creatives – Engagers vs. Shoppers
Bonus Topic
Retaining your Advertisers
• Go see your advertisers once a month and discuss their
internet advertising
• Show them their reports
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Impressions
Click Thru’s
Google Report
YP Page
The type of banner ad they are running
• Re-enforce the value
• Suggest changing the ad often
• Papers that do this have over an 80% retention rate
Questions?
Thank you for your time. We are available
anytime to answer any questions you
have.
Rex Kastner 1-866-726-2859
rkastner@townnews.com
Patrick Bingle 1-888-865-6615
pbingle@townnews.com