CINCINNATI
2011 Online Media Kit
Introduction & Mission
Digital advertising is growing by leaps and bounds around the
world, and right here in Cincinnati. Our mission is to help
advertisers harness the power of digital advertising on-air,
online and via wireless by offering a portfolio of platforms
second to none.
Our goal is to provide a variety of flexible programs and
partnerships that can meet a wide range of creative and
budgetary needs.
Please spend a few minutes looking at the many options. We
look forward to working with you!
Digital Platforms to Fit Every Need
Standard
Banner
Ads
Contests,
Buffer
Pages,
Add Ons
Section
Sponsors
WLWT.com
Digital
Mobile
Rich Media
E-Mail
Video,
Slide
Shows
WLWT.com is the #1 Broadcast Web Site
2010-11 Feb-Jan Cincinnati News Sites
Source : Comscore, 2010-2011
Total Unique Visitors ‘000’s
Site
Feb
Mar
April
May
June
Jul
Aug
Sept
Oct
Nov
Jan
2011
12 Month
Avg
WLWT.com - NBC
530
272
316
280
381
596
579
573
438
413
583
413
WCPO.com – ABC
425
266
271
261
340
194
278
246
250
221
284
253
Local12.com – CBS
293
157
136
186
185
154
192
202
197
131
293
177
FOX19.com
148
110
131
108
139
#
109
111
140
121
187
100
KYPost/(newspaper)
114
95
71
86
39
105
76
48
40
65
54
66
1,030
1,069
1,202
1,142
1,106
1,030
1,080
1,050
1,220
1,130
1,010
1,005
Cincinnati.com
Source: Comscore, 2010-2011
# = comScore panel size did not meet minimum requirements.
Standard Ad Units
Large Format Ad Units provide strong
branding, visibility and creative
opportunities on the Homepage and
within each Content Section
throughout WLWT.com. The two major
ad units are:
1.
2.
1
1
Home Page
2
Content
Section Page
Leaderboard: 728 x 90 pixels
Display: 350 x 250
Standard Ad Units are the basis for Run
of Site (ROS) campaigns and are
offered on a cost per thousand
impression (CPM) basis. They can also
be scheduled to run during specific
days, time blocks, in content
sections…even during specified
weather conditions.
These ad units have universal appeal
and considered standard by the
Internet Ad Bureau (IAB).
2
Section/Story Page Sponsorships
Section and Story Page Sponsorships
create higher relevancy for the
advertiser’s message, higher attention
from visitors, and frequently higher
response rates when accompanied by
a strong “call to action.”
Sponsor ads appear in prominent
locations above the fold on the main
section page and can be placed in any
editorial section of the site (i.e. News,
Entertainment, Health, etc.)
1
2
Section Index
Page
All section sponsorships include:
1. Title Bar Logo (100 x 32) Front Page
2. Top Position Display Ad (300 x 250) Index
and Story Pages
3. Best Bets Blurb (120 x 90) Story Page
A limited number of client category
exclusive sponsorships are available on
a share of voice basis (S.O.V.), further
enhancing the return on investment.
3
2
Section
Story Page
Best Bets Blurb
While the Best Bets Blurb is included in
any standard section sponsorship, this
ad unit is also available to be
purchased individually. This ad unit is
designed to provided advertisers with
good conversion rates via an ad that
can encourage the visitor to find out
more about a product or service.
The Best Bets Blurb can be targeted to
specific sections or run ROS. Ad units
are not targeted to impressions and run
on an equal rotation basis with other
advertisers, or run as fixed permanent
placements at a higher rate.
Section
Story Page
Section Index
Page
All Best Bets Blurbs include:
1. An 80x60 image
2. Max. 40 characters of “Headline” text
3. Max. 120 characters of “Teaser” text
Prices are flexible and depend on the content section’s
audience size, and whether the ad rotates or is
exclusive to a section.
1
Section Sponsor Optional Enhancements
Several low cost options provide even greater impact:
300x600 Half-Page Ad Units:
• Integrates client’s message with an ad that is double the size of the Display Ad.
• Fixed position in place of top Display Ad.
•Customizable to include text links, images, and a logo.
• Link to client’s website
• Units are scheduled by share of voice weighting, not by number of impressions
• Available as part of a section sponsorship or a la carte cost.
• Can be Upgraded to an Advertorial Module at a negotiated cost.
Rich Media Expandable Ads:
• Available in standard leaderboard (728 x 90) and display (300 x 250) formats
• Doubles the original ad size when visitors mouse over the ad
• Ads expand above, below, to the left or right depending on placement
• Available on section index (display size only) as well as story pages (both sizes)
• Elements include a “tease” with additional space for text, graphic or animation
• Links to client’s website
• Units are scheduled by number of impressions
Video Display Ads:
• Fits the standard 300 x 250 display banner size
• Can run in all sponsored sections
• Link to client’s website – click at any time before, during or after video
• Reverts to standard 300 x 250 static ad after the video runs
• Teaser (e.g. “click to play”) button followed by video clip up to 15 seconds
• Units are scheduled by number of impressions
Section Sponsorship Content
MAIN SECTION
SAMPLE EDITORIAL CONTENT
News
Tri-State Headlines, National & World News, Weather, Spotlight, News Videos, Sports, Quizzes and
Contests, Links to other sections
Entertainment
Entertainment Headlines, Entertainment News, Videos, Things To Do (Seasonal), Top 5 Movies, Box Office,
Music, What’s on TV, Daily Entertainment Quiz, Links to other sections
Weather
Weather Plus, Interactive Radar, Weather Cam, 5 Day Forecast, Current Conditions, School Closings,
Desktop Alert, Severe Weather Videos, Travel Forecast, Ski Report
Family
Parenting Tips, Family Headlines, Marriage & Relationships, Kids, Schools, Good Housekeeping, Safety
Recalls, Family Calculators, Links to other sections
Health
Health Headlines, Health Team 5, Local Flu Report, Breast Cancer Awareness, Get Healthy Tips, Health
Insurance, Health Survey, Interactive Tools, Links to other sections
U-Local
Our newest section, U-Local brings social networking to the mainstream with the advantage of editorial
oversight from the WLWT.com staff. Visitors can upload blogs, photos, videos, community events, and
participate in contests
Sports
Top Sports Stories, High School Playbook, Reds News, Bengals News, Tri-State College Reports, Get Tickets,
Links to other sections and sites
Project Economy
Money Headlines, Stock Quotes, My Money, Baby Boomers, Retirement Options, Housing Crunch, Money
Calculators, links to other sections
Politics
Get news about what is going on in local and national politics. Get election results, watch videos, and
get all the latest political breaking news.
Traffic
Real Time Traffic Pulse ©, Traffic Headlines, Lowest Gas Prices, Artimis Cameras and Traffic conditions, links
to other sections
Education
Education Headlines, School Videos, Education Tools & Calculators, Scholarships, Higher Education, links
to other sections
Other Sections
Food, Hi Tech, Jobs, Irresistible, Travel, House & Home, Politics (Seasonal), others
Expandable IAB Ads
When a visitor rolls their mouse over an
Expandable Ad it instantly expands to double its
height or width, exposing additional panels
below, above, to the left, or right of the original
ad area depending on placement and size. The
ad retracts to normal size when the mouse moves
away.
Expandable IAB Ads can run in any Content
Section for considerable placement flexibility:
 Leaderboard – expanding to 728 x 180 pixels*
 Display – expanding to 600 x 250
Benefits include:
•
•
•
•
•
•
•
Visitor interaction with the ad message
More ad copy points due to larger size
Ad exposure before, during and after expansion
Can be scheduled in specific Content Sections
Viewers can click to client’s web site
Ads can be scheduled based on impression goals
Generally much higher response rate than static
banner ads .
Expandable ads may be ordered a la carte or as an
add-on to a Section Sponsorship.
* Expanded leaderboard ads can only run on Story Pages of each section.
Floating Rich Media
Floating Rich Media Ads float over the web page
immediately when it first loads, providing high
impact visitor engagement. After approximately 8
seconds, the “Floater” becomes a standard 300 x
250 leave behind display ad.
Floaters truly deliver “outside the box” creative
strategy since they’re not subject to the size and
placement restrictions of standard banners. Their
non-traditional size (up to 500 x 300 pixels) and
movement across the page combine for much
higher than average viewer recall and click
through.
Benefits include:





Automatic page loading – visitor action not required
Runs in all Content Sections except Home & Weather
Frequency capped at 1x per day per visitor
Viewers can click to client’s web site
Generally much higher response rate than static
banner ads .
Floating Rich Media is offered on a cost per thousand (CPM) impressions or monthly sponsorship.
Pushdown Ads
The Pushdown Ad is one of the highest
impact online ad units, automatically
“pushing down” the news content for
7 seconds. It then retracts to a 1000 x
40 leave behind ad which can be
clicked by the visitor to review the ad
again.
Because of its dominating impact on
viewers, pushdown ads are scheduled
on an individual day basis with a
frequency cap of 1x per visitor per
day.
Benefits Include:





High impact & viewer awareness
Largest ad unit – expands to 1000 x 300
Always runs top of page
Available in all Content Sections
Generally much higher response rate
than static banner ads
Push Down ads are offered as a daily sponsorship with cost based on section page views.
Title-bar Sponsorships
Title-bar sponsorships appear exclusively on the
Home Page under “News Headlines” in the
upper right hand corner and on the “Weather”
title-bar. These ad units are not intrusive but
are strategically placed to achieve maximum
branding results on the front door of
WLWT.com.
Benefits Include:






Appears on high traffic Home Page
Approximate dimensions 100 x 32 pixels
Ad loads automatically
“Above the Fold” positioning
Appears next to credible local news & Weather
Click through to client’s web site
Pre-Roll Video
Pre-Roll Video Ads run before video
content and includes a Leaderboard or
Display Ad that runs as a companion to
the video, remaining on the page until a
new video is selected.
Pre-Roll Video Ads can run up to :15
seconds and can be scheduled Run of
Site (ROS) or by video topics:
Popular
National News
Featured
Local News
Weather
Benefits include:



•
•
Larger image size, up to 640 x 480
Automatically runs when viewer clicks story
Ability to use existing :10 or :15 commercial
Viewers can click to client’s web site
Generally much higher response rates than static banner ads
Pre-Roll video is offered on a cost per thousand (CPM) impressions basis or as monthly sponsorship.
Video Display Ads
The Video Display Ad is a short video (:15 sec.
maximum) that includes a 300 x 250 display
teaser encouraging visitors to click a button,
graphic or text. After the video plays, the ad
displays a leave behind element encouraging
visitors to play the video again.
Video Display Ads run in the same areas as
regular display banners.
Benefits include:
•
•
•
•
•
•
•
Ability to use existing TV commercial
Flexible commercial length from :05 to :15 sec.
Large size 300 x 250
Teaser & Leave Behind encourage repeat views
Can be scheduled in specific Content Sections
Viewers can click to client’s web site
Generally much higher response rate than static
banner ads.
Pre-Roll video is offered on a cost per thousand (CPM) impressions basis or monthly sponsorship.
E-mail Newsletter Ads
E-Newsletters provide outbound
marketing aimed at consumers who have
opted in for this customized service. Over
68,000 Tri-State residents have signed up
for specific content E-mails, ranging from
Daily Weather reports to Entertainment
Headlines to updated News Headlines
that are delivered five times daily.
Site visitors that sign up for HTML versions
receive skyscraper ads (160 x 600 pixels)
while others receive text E-mail ads.
Benefits:
 Consumers have opted in for this service
 Newsletters can be targeted by content/topics
 Ads delivered in Text as well as HTML skyscraper
 Advertisers get extra exposure on sign up page
 Ads offer click through to client’s web site
 High frequency for clients since most
consumers subscribe to multiple Email topics.
 HTML E-Mail format has less competitive ad
clutter than other sections or pages.
Note: E-Mail Newsletter ads are offered on
a monthly sponsorship basis only, in equal
rotation with other advertisers.
HTML Version
Text Version
Contesting
Online Contests connect to customers in a fun, exciting
and memorable way while helping advertisers collect
information such as names, addresses and email for
opt-in database marketing.
Online contesting can also be used to develop market
research information by adding questions or “qualifiers”
to the contest entry.
Online Contests include:
•
•
•
•
•
Feature links in the Entertainment and Contests sections
Creation of a full page Contest Form
Rules for Participation
Database capture – available to client when contest ends
Web-Driver TV spot to promote the contest (optional)
Contest sponsorship costs are scalable based on
number of impressions, length of campaign, and
desired level of contest participants.
Slideshow Sponsorships
Slideshows cover a wide array of topics,
from News stories to images of big sporting
events, celebrities, entertainment and more.
Slides are accessed via links from the Home
Page and content Sections. When visitors
click on a slide show it opens a full screen
window including thumbnail photos,
captions, buttons to advance slides, or share
them with friends.
Slideshow sponsors receive rotating 728x90
Leaderboard and 300x250 Display ads
which refresh each time a new slide is
clicked.
Benefits include:
Low clutter - Only two ad units on each slide
• Ads click through to the client’s web site
• “Share Slides” can extend the advertiser’s reach
• Slide shows are accessed from the highest traffic
sections such as Home and Entertainment
•
Slideshows are offered on a share of voice sponsorship basis with prices based on section page views.
Full Page Ads/Buffer Pages
Full Page Ads are client-based content
(buffer) pages. They incorporate your
logos, images, text and links into your site
using a variety of templates and can
include the following:
 Information about the company
 Latest specials and offers.
 Location and contact information.
 Links to specific sections of the client website.
 Additional links or content features promoting
their campaign
Creation of a full page ad or buffer page
can be purchased by itself for a flat fee but
is discounted when purchased as part of a
sponsorship package.
Digital Mobile Platform
WLWT’s digital mobile advertising is one of
Cincinnati’s fastest growing platforms with over
190,000 unique visitors and 3-million monthly page
views. Your business logo and a banner ad appear
on cell phones and PDA’s of viewers accessing
News, Weather and Sports on WLWT Mobile with a
direct link to your website.
Features include:





Banner Ads (300 x 50) accompanied with a text link.
Text links contain up to 20 characters.
Mobile Apps for Android, Blackberry & I-Phone
All ads can click through to your web site.
WLWT can create a custom mobile buffer page or
micro-site
Full sponsor packages include a TV web driver
promo, rotating banners, plus a 728 x 90 leaderboard ad on the mobile sign up section of
WLWT.com.
TV Web Driver On Air Promo
Helpful “Online Guide” Marianne Milano
directs viewers to specific sections of the
Web site. Spots use the station look and
feel, with Marianne directing viewers to
the Website section that features the
sponsor.
Research proves time and again that TV
and online advertising compliment each
other and lift awareness 20% to 30%
when used in combination.
TV Web Drivers are generally a mix of :10
and :15 second promos and are only
available with online sponsorships.
The cost of TV Web Drivers vary
depending on level of online sponsorship
and number of on-air promos
scheduled.
Contact your WLWT.com account
executive for more information.
Content Add-Ons
WLWT.com and Internet Broadcasting
offer a variety of Content Add-ons that
allow for additional image display and/or
functionality, particularly on contest or
buffer pages. Some examples include:











Customized Thank You Page
Winners Page
Bounce Back Email – Auto generated
Coupon
Contact/Lead Generation Form
Sponsor Bar
Countdown Clock
Flash Video Player Ad
Slideshow
User Generated Content Slideshow
Event Details Box
Contact your WLWT.com account
executive for more information.
Other Digital Opportunities
•
•
•
•
•
•
•
•
•
•
•
Weather Multi-Platform Package
U-Local Social Networking
Home & Garden Show
High School Playbook
Five Star Colleges
Mobile Digital Multi-Platform Package
Tri-State Experts
Flying Pig Marathon
Eckstein-Summers Media Consulting
Holiday Gift Guide
Many others!
Contact your WLWT.com Account Executive For Details
For Additional Information Contact:
Jeff Lovins
Digital Project Manager
WLWT.com Cincinnati
513-412-5626
jlovins@hearst.com