24:7. Embracing the Power of Digital Advertising. ONLINE... ANYTIME...ANYWHERE Newsquest North West Digital Opportunities

Transcription

1 Embracing the Power of Digital Advertising 24:7 ONLINE... ANYTIME...ANYWHERE Newsquest North West Digital Opportunities

2 We reach around 48% of the North West population 1 Website address 38% total north west unique browser monthly growth (yr-on-yr) Unique Browsers (Monthly) Page Impressions (Monthly) Unique Browsers (Daily) Unique Browsers (Weekly) Social Media (Twitter/ Facebook) Cumbria thewestmorlandgazette.co.uk 153, ,392 8,775 42,544 15,323 thelancasterandmorecambecitizen.co.uk (CP) ** 23,064 35, ,200 Lancashire lancashiretelegraph.co.uk 811,519* 4.9million+ 47, ,638 50,616 asianimage.co.uk 54, ,684 2,372 13,363 4,536 chorleycitizen.co.uk 11,295 27, ,696 5,328 theboltonnews.co.uk 784, million+ 50, ,403 43,121 burytimes.co.uk 156, ,851 8,445 43,789 15,381 prestwichandwhitefieldguide.co.uk 10,773 36, ,628 1,799 leighjournal.co.uk 68, ,688 2,749 15,370 8,458 Trafford messengernewspapers.co.uk 64, ,337 2,960 17,177 8,189 Cheshire warringtonguardian.co.uk 336, million+ 20,524 98,010 40,343 runcornandwidnesworld.co.uk 98, ,923 4,882 27,008 13,703 sthelensstar.co.uk 267, ,051 12,933 70,212 22,269 northwichguardian.co.uk 61, ,930 3,269 16,953 9,322 winsfordguardian.co.uk 29, ,514 1,417 7,776 3,819 middlewichguardian.co.uk 17,424 72, ,759 2,872 knutsfordguardian.co.uk 31, ,615 1,444 8,124 7,309 wilmslowguardian.co.uk 7,636 14,757 n/a 1,762 1,727 creweandnantwichguardian.co.uk 22,991 61, ,595 5,879 Wirral wirralglobe.co.uk 183, ,421 9,385 50,405 26,551 Total 3.1m+ 17m+ 180, , ,259 Source: Experian Limited (Population estimate North West region), Others ABC Jan-Jun 2015 (Lancashire Telegraph* includes thisislancashire.co.uk and The Bolton News), all others Omniture Jan-Jun 2015, **CP = Ceased in print only. Social Media statistics as at Nov 2015

3 AUDIENCE REPORTS Newsquest s local media brands have exceptional online reach and influence within each respective local marketplace. Our online brands attract affluent, family audiences and these browsers regard the Newsquest brands as essential tools for finding jobs, homes and cars as well as all the need-to-know news, sport and other local information. When overlaid with Newsquest s audited traffic the findings show that not only does the network reach a significant proportion of UK internet browsers but it does show where they live, work and play. Below are the audience statistics relating to our portfolio of websites across the North West region. DEMOGRAPHICS 58% ABC1 48% Up to 30k household income 48% Male 52% Female 47% Aged 45+ Source: Quantcast February Average statistics, ABC1 statistic JICREG April 2015 Newsquest Group currently has twelve certificates for its local media brands (two within the North West). Daily Echo Herald Scotland Lancashire Telegraph News Shopper Oxford Mail Evening Times Swindon Advertiser Telegraph & Argus The Argus The Bolton News The Northern Echo The Press Newsquest Media Group July-Dec 2014 ABC website audit reported that an average of 1,099,427 unique browsers accessed its network of local media sites every day, with over 21million unique browsers recorded on average each month. Source: ABC Jan-Jun 2015

4 ADVERTISING OPPORTUNITIES TARGETING OPTIONS Newsquest Digital Media uses DoubleClick for Publishers (DFP) to deliver targeted online advertising across its network of news and information websites in the following ways: Entire Network across all our news and information websites Groups of websites, such as regional group, or website specific Sections of websites, such as News, Sport, Jobs, Homes, Cars, etc - across entire site network or specific regional group or single website Competitive/companion categories we rotate the creative, so the user sees a different creative on each page they look at; companion positions allow creatives (Leaderboard and MPU) to appear together or independently. - Online Advertorials - Behavioural Targeting (Premium Charge) - Contextual Targeting (Premium Charge) - Classified Targeting - Demographic Targeting (Premium Charge) SKIN LEADERBOARD Applies to all main positions excluding Mini-Banners (Four positions available): One position 4-5 flash animations Full colour Click through to website We can now offer the following additional online advertising positions: Expandable - Skyscraper - MPU - Leaderboard MPU (Middle Page Unit) SKYSCRAPER Bill Board Take Over Web Skin Page Peel Overlay - Full/Partial Post-it Mini Banner High Viz Kicker Mobile Ad-strips / Adhesion Banners Sponsored Content FEATURING LOCAL BUSINESSES ON OUR BUSINESS DIRECTORY (click on the logo above to visit our site)

5 PREMIUM RATE TARGETING AND HOW IT WORKS CONTEXTUAL TARGETING Contextual targeting allows us to categorise every article we write, by looking at key words, specific phrases, repetition and general themes, we then assign an advertising category to the article allowing display adverts to be targeted to them. Categories are identical to those shown above. When booking your online advertising campaign, one of the team will help you select the most suitable contextual group from the following options. Each category is made up from a minimum of 50 words of phrases, avoiding duplication, pronouns and crossover. An important feature is our unsuitable category which immediately filters out the most shocking news stories with its heavy weighting. On top of using our carefully created categories we can also create bespoke ones on a per advertiser basis - in fact the easiest way is to use your existing search engine paid search keywords. We can then show you how our response compares against standard pay per click campaigns. DEMOGRAPHIC TARGETING Newsquest have partnered with Quantcast. Who are they and what do they enable us to do? Quantcast provide real-time targeting technology which is used by leading agencies, marketers, publishers and ad networks in the US and UK. Targeting according to demographic attributes, for example age, gender and income as well as household make up (children in the home) and education level. HOW DOES IT WORK? Advertisers define the audience they want to buy and then Newsquest build unique lookalike models using a combination of demographic, lifestyle and business attributes. The Quantcast tool anonymously identifies audiences across the web who resemble the target you have defined. Newsquest Digital then match the Quantcast model and serve your commercial message to these groups of audience on the Newsquest network of sites HOW DOES IT BENEFIT ADVERTISERS? Advertisers can target audiences based on models that reflect their desired customer. This leads to a much more targeted ad campaign that will deliver significant increased response and conversion with little waste. BEHAVIOURAL TARGETING Using the technology provided by Audience Science we understand the users individual habits, collect and collate data to create a virtual profile. We can use the ready made data to target specific audiences, or create new bespoke audiences to fulfill the advertisers needs by understanding and obtaining exactly what is the most relevant information from users on our portfolio of sites. OUR CATEGORIES Our audience segments are the same as our contextual advertising, so you run both in tandem and streamline your booking process. Arts & Ents Automotive Beauty Business Career & Jobs Education Family Fashion Finance Food & Drink Government Health Hobbies Home & Garden Movie Pets Sport Travel

6 ONLINE MARKETING FACTS In Great Britain, 84% *** of households had Internet access in 2014, up from 57% in 2006 There are more than 58.2million * Internet users in the U.K In 2014, 38million *** adults (76%) in Great Britain, accessed the Internet every day Access to the Internet using a mobile phone more than doubled between 2010 and 2014, from 24% to 58% *** The average weekly retail spend online in 2014 was 718.7million ***. This was an increase of 11.8% *** compared with % *** of all adults bought goods or services online in 2014, up from 53% *** in Clothes (49%) *** were the most popular online purchase in 2014 WITHIN THE NORTH WEST REGION... 76% ** of North West households own a home computer, 58% ** own a Laptop or Netbook, 28% ** own a desktop PC Mobile technology is on the increase... In the North West 43% ** of adults aged 15+ now have a smartphone and 12% ** of households have a tablet computer 55% ** of North West households are owned either with a mortgage or outright More than a quarter ** of North West residents are employed as managers, directors, senior officials or within professional occupations MOST OF OUR USERS ARE LOCAL Around 70% of our online visitors live within the immediate local area. TIME SPENT ON OUR SITES 33% of our online users spend more than 10minutes on our locally branded web pages. OPPORTUNITY TO ATTRACT A DIFFERENT AUDIENCE On average 30% of our users do not read their affiliated local newspaper, which means advertisers are reaching an additional audience. LOCAL MEDIA MAKES ADVERTISING WORK HARDER + Local media is the most effective combination for driving consumer action. Local media is the most trusted source of information Local media websites attract 79million unique users each month. Out of all North West adults aged 15+ who regularly visit internet sites... 20% regularly read about Sport, 17% catch up on the News, 10% regularly search out employment opportunities and 15% actively search for voucher code bargains 26% ** of North West households have children aged under 16 residing within them. Source: *Internet Live Stats Elaboration of data ITU, World Bank, and United Nations Population Division, **TGI / Experian Ltd 2014, ***ONS Retail Sales/Internet Access 2014, + NS Consumer Catalyst All others Newsquest North West Online Survey

7 ONLINE TECHNICAL SPECIFICATIONS Standard Ad formats - Leaderboard, MPU, Skyscraper All files must be supplied as GIF, Flash rich media file or redirect tag. If Flash is used, the following click tag must be inserted: on(release) { geturl (clicktag, _blank ); } A back up GIF must be supplied for all Flash files. Recommended animation length: 15 seconds. Creative deadline: to be supplied 3 working days prior. Audio/Video must be user-initiated only (on click) with a clearly visible sound on/off button. For additional in-depth information with regards to technical specifications and information with regards to expandable digital options, page peels, overlays, post-it, sponsorship slugs and skins; please visit: LEADERBOARD 728x90pixels l 40kb max (not actual size) SKY 120x 600pixels 40kb max EXPAND TO 728x300pixels (not actual size) EXPAND TO 500x300pixels MPU 300x250pixels l 40kb max EXPAND TO 350x600pixels Sizes shown are not to scale (not actual size)

8 RE-TARGETING CONVERTING USERS TO CUSTOMERS WITH RE-TARGETING Overview: Only 2% of web traffic converts to a sale on the first visit to a website 1. Re-targeting allows you to reach and convert the other 98%. Newsquest offer a managed re-targeting service that enables businesses to increase conversions by re-engaging visitors who have already expressed an interest in their brand, product or services. We do all the hard work so you don t have to and our experienced team understand how to best utilise your budget. What is retargeting? Retargeting is an online advertising technology that serves customised ads to people who have expressed an interest in your brand, products or services by visiting your website. How does it work? We use the data collected by a tracking pixel to create customer segments, for example, all site visitors who viewed a particular product and re-target them with ads on other sites. DRIVING RESPONSE AND CUSTOMER CONVERSION As part of a wider brand awareness campaign promoting locality & quality of service of their mortgage portfolio it was recommended that Furness Building Society re-target, and re-engage with all visitors to their mortgage section as they went elsewhere across the web. This would: Keep Furness Building Society top of consumer s mind as customers shopped around. Re-engage prospects with key selling points of Furness Building Society being local and award winning. Provide a strong call to action to visit in-branch. Within just 11 weeks of the re-targeting campaign starting, and from only 309,276 impressions being delivered the client had: 365 re-targeted prospects visit the find local branch page of the website 122 re-targeted prospects visit the how to apply for a mortgage page of the website. 100 re-targeted prospects visit the get a mortgage quote page of the website. 665 re-targeted prospects visit the mortgage calculator page. Each of these 1,248 actions were identified by the client as essential buying signals within the mortgage process. Source: 1 searchenginepeople.com, 3 Ways Retargeting Can Transform Your Display Campaign, May 2013

9 CUSTOMER TESTIMONIALS University of Bolton I have been looking at the stats for the campaigns you ran for us. On the whole they are better than expected. We are up on the number of visits compared to the statistics you sent us, and I even made the query to exclude anyone looking at the sites from a computer on the University network Head of Student Recruitment Johnnie Johnson Housing I ve just checked the stats and so far we have had 18 referrals! A meeting has now been arranged to plan campaigns across the North West. Marketing Services Officer This simple test campaign shows that in order to generate a fantastic ROI, the investment does not have to be large. The company wished to test online, to generate enquiries for their rented accommodation for their development of retirement housing. The idea being that on a successful test result, the campaign would be rolled out to cover other sites across the North West of England. To date the campaign has delivered 7,082 impressions on The Westmorland Gazette property section, resulting in 48 clicks, the campaign is still running with a total impression target of 22,000.

10 CUSTOMER TESTIMONIALS Very pleased with the results. Good evidence that your digital adverts do actually reach people!!! This is definitely something I would like to expand on this year. Communications Team, Warrington NHS This short notice campaign was designed to promote a roadshow. The campaign only ran for 5 days. It was an information only campaign which didn t have a strong call to action as it wasn t about clicks but about awareness of the roadshow. I would very much like to consider Newsquest North West for a future digital campaign as I feel this 4 week campaign in the build up to our Open Day has proved successful. I would happily use digital media through Newsquest as a form of marketing again. Marketing Co-ordinator, Bentham Golf Club The campaign has exceeded our expectations, please can you come in next week to discuss a campaign to recruit 100 more fee earners. Director, Asons Solicitors Ltd

11 CUSTOMER TESTIMONIAL SKIN EXAMPLE I was extremely impressed with the impact of the online campaign and in particular that it was possible to measure the impact so effectively. It was great to see the Facebook likes go up and up. The increased traffic to our website has definitely had the desired effect on our target market and helped show Sale High School to be a forward thinking and innovative education provider Marketing Manager, Sale High School CAMPAIGN Branding and Awareness campaign to raise the profile of Sale High School. Timed to reinforce offer letter and placement acceptance. Increased likes on Facebook.

12 DIGITAL RATE CARD Page Group Size Page (per 1,000) Impressions LEADERBOARD Contextual Delivery premium Demographic delivery premium Behavioural delivery premium *Standard Leaderboard % 40% 40% *Bottom Leaderboard % 40% 40% *Bottom Banner % 40% 40% Expandable Leaderboard % 40% 40% Full Width Leaderboard Full Width Expandable LB Full Width Leaderboard Peel In Comment Banner 5.00 iphone App Banner 9.00 ipad App Banner 9.00 MPU *Standard MPU % 40% 40% Expandble MPU 40% 40% 40% Premium MPU Premium Homepage MPU Video MPU Double Height MPU Premium Expandable MPU Premium Video MPU SKYSCRAPER *Premium Skyscraper % 40% 40% Expandable Skyscraper % 40% 40% Floating Skyscraper Floating Bloater EARPIECE Standard Earpiece % 40% 40% Page Peel Earpiece % 40% 40% SPONSORSHIP *Small Sponsorship 40% 40% 40% Travel/Large sponsorship Weather/Travel Sponsorship MINI BANNER *Mini Banner % 40% 40% OVERLAY Post It Note % 40% 40% n/a n/a Partial site overlay % 40% 40% Full Site Overlay Intersite Overlay iphone App Portrait Overlay iphone App Landscape Overlay ipad App Portrait Landscape Overlay VIDEO (Local Stars) Pre Roll Video % 40% 40% Post Roll Video % 40% 40% Top Banner Mobile 9.00 Bottom Banner Mobile 9.00 SKIN Skin % 40% 40% Bellyband % 40% 40% Homepage takeover News Index takeover Sport Index takeover Business Profile n/a Micro site - multi-page profile n/a Martini Site Registered Users Local Centre Businesses *Order is based on minimum spend of 100, all other orders are based on 10,000 page impressions. The above are basic rate card prices, however volume discounts are available, please ask your local sales representative for details.

13 NORTH WEST DIGITAL TEAM CONTACT DIRECTORY LANCASHIRE AND CUMBRIA We can arrange a targeted multi-media campaign for any business, providing maximum reach and minimum waste. We offer a cost-effective advertising service that delivers results and increases footfall. DARREN RUSSELL ADVERTISING DIRECTOR LANCASHIRE AND KENDAL GROUP Tel: Mob: darren.russell@nqnw.co.uk DAVID JOHNSON HEAD OF DIGITAL - NORTH WEST Tel: Mob: david.johnson@nqnw.co.uk CHRIS COOK REGIONAL DIGITAL SALES MANAGER Tel: Mob: chris.cook@nqnw.co.uk DIGITAL SALES EXECUTIVES EMMA LILEY (CUMBRIA INC. KENDAL AND SOUTH LAKES) Mob: emma.liley@nqnw.co.uk GRAEME NESBIT (BLACKBURN GROUP) Tel: graeme.nisbet@nqnw.co.uk YASSER RAZZAQ (BOLTON GROUP INC. LEIGH) Tel: yasser.razzaq@nqnw.co.uk TRAFFORD (MESSENGER SERIES) JANET ALMEIDA TRAFFORD GROUP Tel: Mob: janet.almeida@nqnw.co.uk ADVERTISING MANAGERS For lancashiretelegraph.co.uk, chorleycitizen.co.uk and asianimage.co.uk please contact: LEE TAYLOR BLACKBURN GROUP Tel: Mob: lee.taylor@nqnw.co.uk For theboltonnews.co.uk, burytimes.co.uk, prestwichandwhitefieldguide.co.uk and leighjournal.co.uk please contact: MARK FRY BOLTON NEWS GROUP INC. LEIGH Tel: Mob: mark.fry@nqnw.co.uk For messengernewspapers.co.uk please contact: JANET ALMEIDA TRAFFORD GROUP Tel: Mob: janet.almeida@nqnw.co.uk TELEPHONE SALES MANAGER - NORTH WEST Jo Tocher Tel: Mob: e: jo.tocher@nqnw.co.uk CLASSIFIED ADVERTISING Lancs/Kendal Group t:

14 NORTH WEST CONTACT DIRECTORY CHESHIRE/MERSEYSIDE We can arrange a targeted multi-media campaign for any business, providing maximum reach and minimum waste. We offer a cost-effective advertising service that delivers results and increases footfall. DAVID JOHNSON HEAD OF DIGITAL - NORTH WEST Tel: Mob: david.johnson@nqnw.co.uk CHRIS COOK REGIONAL DIGITAL SALES MANAGER Tel: Mob: chris.cook@nqnw.co.uk DIGITAL SALES EXECUTIVES SIMON FURNEAUX WARRINGTON / ST HELENS / RUNCORN & WIDNES Mob: simon.furneaux@nqnw.co.uk CHRIS COOK WIRRAL GLOBE Tel: Mob: chris.cook@nqnw.co.uk DONNA GILL MID and SOUTH CHESHIRE GUARDIAN SERIES Tel: Mob: donna.gill@nqnw.co.uk ADVERTISING MANAGERS HELEN TURNBULL ADVERTISING DIRECTOR (CHESHIRE GROUP) Tel: Mob: helen.turnbull@nqnw.co.uk RICHARD COLLIER DISPLAY & MOTORS SALES MANAGER WARRINGTON GUARDIAN SERIES Tel: Mob: richard.collier@nqnw.co.uk ALLEN CRAWFORD ST HELENS STAR AND RUNCORN & WIDNES WORLD Tel: Mob: allen.crawford@nqnw.co.uk DONNA GILL MID and SOUTH CHESHIRE GUARDIAN SERIES Tel: Mob: donna.gill@nqnw.co.uk JULIE BALMFORTH WIRRAL GLOBE Tel: Mob: julie.balmforth@nqnw.co.uk TELEPHONE SALES MANAGER - NORTH WEST Jo Tocher Tel: Mob: e: jo.tocher@nqnw.co.uk CLASSIFIED ADVERTISING Cheshire Group t: ANDY LATHAM (MOTORS INC. AUTO EXCHANGE) Tel: Mob: andy.latham@nqnw.co.uk