2014 DIGITAL ADVERTISING GUIDE. A Complete Overview of Digital Advertising Opportunities Available from NNCNOW.COM

Transcription

1 2014 DIGITAL ADVERTISING GUIDE A Complete Overview of Digital Advertising Opportunities Available from NNCNOW.COM

2 For questions or more information please contact: Bruno Giovannoni Digital Advertising Manager Ben Cleveland Graphic Designer and Multimedia Sales Coordinator NNCNOW.COM 246 South Lake Ave Duluth, MN

3 TABLE OF CONTENTS Part I: About NNCNOW.COM Overview/Mission Statements Online Traffic Statistics User Demographics Part II: Ad Types and Placement Static Ads Rich Media Ads Video Pre/Post Rolls Mobile Advertising and Text Alerts Home Page Takeover Part II: Alternate Advertising Options Half-Off-Deals Audience Extension eshop North Experts Online Part III: Seasonal Advertising Opportunities Sunday Night Football Big Game Sweepstakes Sunday Night Football Live Streaming Making a Difference Sponsorship Eyes Forward Safe Driving Campaign Christmas City of the North Parade UMD Bulldogs on the My 9 Sports Network Part IV: Additional Advertising Information Ad Specifications Samples Pages of Ad Placement 20 21

4 PART I: ABOUT NNCNOW.COM OVERVIEW NNCNOW.COM is the Northland s top local broadcast media website. Powered by several of the most viewed television stations in the Duluth-Superior region KBJR 6 and Range 11, KDLH 3, The Northland s CW and The My 9 Sports Network NNCNOW.COM serves the Northland with timely, high-quality news, weather, traffic, and community information across multiple platforms. Our website offers multiple ways for your business to connect with the over 250K unique monthly visitors to our website: Display Advertising Rich Media Interactive Video Ads Streaming Video Pre/Post Roll Search Marketing Section Sponsorships Contest Sponsorship Business Directories Mobile Ads E-Commerce Gift Certificate Sales OUR AUDIENCE MISSION To be the number one source of local news and information in the Northland across any platform, time of day or location. OUR CLIENT MISSION To connect our clients to our audience using innovative, measurable methods that produce results. Our goal is to use our wide range of online advertising options to help your company go beyond the click, tell your story, and highlight your products and services to our online audience NNCNOW.COM DIGITAL ADVERTISING GUIDE

5 PART I: ABOUT NNCNOW.COM ONLINE TRAFFIC STATISTICS Visits/Month: 364,600 Unique Visitors/Month: 273,800 Monthly Pageviews: 780,800 Portion of Visitors from the Northland: 36% Portion of Visitors from MN and WI : 70% USER DEMOGRAPHICS Gender Male 43% Female 57% Household Income $25K - $50K 26% $50K - $75K 46% $75K - $100K $100K - $150K 15% 13% Age % % % % 2013 NNCNOW.COM DIGITAL ADVERTISING GUIDE 3

6 PART II: AD TYPES AND PLACEMENTS STATIC ADS NNCNOW.COM offers a variety of options for advertising your brand on one of the Northland s most powerful websites. Be seen as visitors join us for their daily news consumption and allow them the chance to visit your digital storefront. NNCNOW.COM can place banner ads across our platform or pin them to targeted pages. Above fold and below fold options allow flexibility in spending levels. Our creative team will work to your specifications to design the perfect message for your campaign. STATIC AD EXAMPLES Leaderboard Ads (728x90) Standard Ads (300x250) * Ad sizes have been scaled to fit this booklet NNCNOW.COM DIGITAL ADVERTISING GUIDE

7 PART II: AD TYPES AND PLACEMENTS RICH MEDIA ADS Rich Media Ads give you a lot of bang for your buck. They make a big splash by allowing the visitor to get involved with your advertisement while viewing it. These types of ads are great for call-to-action advertising and are a powerful addition to any campaign. STYLES OF RICH MEDIA ADS Interactive Banner Ads Our Rich Media and Video templates allow a single ad to provide richer content, greater interaction and several opportunities to link to products and services on your website. It s a great opportunity to show off multiple products, or tell a sequential story. Expanding Footer Ads These ads work by targeting visitors as soon as they land on the page. When a visitor comes to the page for the first time, the ad automatically expands from it's original size to a large banner. The ad remains open until the viewer clicks it closed or a preset amount of time passes. The ad opens on future visits only when the user clicks it. This optimizes each impression and ensures a user friendly experience. Expanding Pencil Ads Pencil Ads work in much the same way as the expanding footer ads. They expand automatically when the viewer first visits the page. The primary difference between the two is placement with pencil ads going at the top of the screen and footers along the bottom. * Ad sizes have been scaled down to fit this booklet 2013 NNCNOW.COM DIGITAL ADVERTISING GUIDE 5

8 PART II: AD TYPES AND PLACEMENTS VIDEO PRE/POST ROLLS Online video commercials work much the same way they do on television. However, since they can't be skipped, they capture the viewer s immediate attention while they are engaged in the lean forward position of online browsing. The video and ad are clickable, so when the viewer wants to learn more about your company, they go straight to your website. Plus, we include an adjacent display ad next to the video player, so your message persists throughout the video play. And, we run your video as a post-roll as well so your captive audience has a chance to see it again. Package Details Client receives rotating pre-roll or post-roll ad slot on NNCNOW.COM story videos Both pre-roll and post-roll are :15 in total length Pre-roll and post-roll also have an accompanying banner ad NNCNOW.COM averages 20,000 prerolls per month Package is limited to 4 total clients * Video pre-roll ad playing while companion banner ad displays below NNCNOW.COM DIGITAL ADVERTISING GUIDE

9 PART II: AD TYPES AND PLACEMENTS MOBILE ADVERTISING Mobile is increasingly the core platform through which consumers access the Internet and engage with brands, with more mobile users (56%) becoming as comfortable with mobile advertising as they are with TV or online ads (2013, InMobi). Advertising with the NNCNOW App puts you directly in the hands of news consumers, where usage is growing at a tremendous rate. In January 2013, 32% of NNCNOW.COM traffic was tracked to mobile devices and it continues to trend upward every month. Our mobile app NNCNOW: News Fast. News First. offers banner ad opportunities for IPad, IPhone, Android Phones, Android Tablets, Blackberry, Microsoft and Mobile Web. Mobile App Splash Open Splash Open comes up after the application loads and the initial branding splash goes away. User must select close to move into app content. Mobile App Banner Ads Bottom banner ads appear at the bottom of the screen on the list view of stories and in the article view. Bottom banner ads rotate roughly every 30 seconds. Robust Ad Click Targeting Choices For Smart Device Users: Call business View web site Send remind me texts View coupons View Facebook or Twitter Download business app Map business 2013 NNCNOW.COM DIGITAL ADVERTISING GUIDE 7

10 PART II: AD TYPES AND PLACEMENTS AND TEXT ALERTS SPONSORSHIPS The news from NNCNOW.COM is delivered directly to thousands everyday as it happens through our and text alert platforms NNCNOW: News Fast. News First. They have opted in to receive text alerts regarding breaking news, severe weather, or daily weather updates. They may also choose the option of having a summary of the day s news event delivered to their inbox. These messages reach thousands of people every day and they have come to count on staying up to the minute through this news delivery system. With this advertising option, your business can sponsor these timely messages, placing your brand directly in the hands of news consumers. August 29, 2012 Headlines Weather (txt@nncnow.com BTYB "Your Company Name" - Hawks Advance to State Semi Finals) NNCNOW.COM) - The Hermantown boys hockey team beat Duluth Marshall to advance in the state tournament TXT STOP to opt-out March 6, 4:24 PM Hurricane Isaac Barrels Through Gulf Coast States Stronger than any Storm: Flood of the Century Photo Gallery Deadly Duluth Intersection Could Soon See Improvements Fate of Wis. Wolf Hunt in the Hands of Dane County Judge Additional Case of Flu Strain Reported in Minnesota Human Brains, Other Human Remains Found in Abandoned Storage DNR Warning of Intensifying Fire Danger St. Paul, MN (Northland's NewsCenter) --- Hot, drya nd windyw eather hasi ncreased thew ildfire Sports Israel, Hodapp Lead 'Hounds to Crosstown Win Duluth, MN (Northland's NewsCenter) --- Seniors Luke Israel and Ben Hodapp scored goals in the first half on Tuesday night, helping to lead the Duluth East boys' soccer team to a 2-0 win over crosstown rival Duluth Denfeld. Read More Greyhounds Top Hunters to Open New Home --- The Duluth East girls' swimming and diving team beat Dl th Denfeld on Te sda Text Alerts Text alerts are sent daily to an opt-in audience. They can choose to receive breaking news, severe weather alerts, school closings or daily weather. While most are delivered through texts, options exist as well. Severe weather alerts come directly from the National Weather Service and school closings are triggered the moment the school official notifies our newsroom. This exclusive sponsorship includes a hot link for the client active for smart devices. An average of 125K text alerts are sent each month. Daily Newsletter Our Digital Daily is delivered at three in the afternoon, reaching people at their desks during a peak period of online activity. It pulls headlines directly from our online news coverage, giving our audience a taste of the stories our news team has been working on throughout the day and offering a glimpse of the coverage they ll see during our evening newscasts. These 728 x 90 banner ad positions garner a minimum ten thousand impressions each month and are limited to three sponsorships. Over 20,000 subscribers between both platforms NNCNOW.COM DIGITAL ADVERTISING GUIDE

11 PART II: AD TYPES AND PLACEMENTS HOME PAGE TAKEOVER Have a big sale coming up? About to announce a new product? Want to reach the maximum audience possible? Then NNCNOW.COM s Home Page Takeover Package is just what you re looking for. This powerful new advertising tool gives you the opportunity to promote your product or event by taking over the primary ad positions on our homepage for a limited period of time. Our immensely popular website receives thousands of visits a day. Take advantage of this opportunity to ensure the first thing all those visitors see is your company and your promotion. Package Details Client receives all major inventory on the home page for 24 hours Campaign starts at 5:00PM and ends after designated time period Inventory includes: Leaderboard Home-Page Banner Home Page Half Leaderboard Home Page Skins Client has option to submit own creative or have pieces custom designed by our in-house designer If creating your own design, please confirm precise asset dimensions with Multimedia Sales Coordinator * Black Bear Resort and Casino home page takeover run in December 2012 Total ownership of our home page for 24 hours 2013 NNCNOW.COM DIGITAL ADVERTISING GUIDE 9

12 PART III: ALTERNATE ADVERTISING OPTIONS HALF OFF DEALS Half Off Deals at NNCNOW.COM is where thousands of Northlanders shop online for money-saving deals on dining, events, products and services from some of the area s best businesses. By partnering your business with Half Off Deals at NNCNOW.COM, you ll have the marketing power of the area s most dominant media company promoting your business, gaining you new customers and sending you more traffic. The best part of Half-Off Deals is that you won t pay upfront! Instead, we both share in the success of a great offer teamed with powerful promotion. Two Packages for Advertising Your Business Option 1 - Multimedia Package You trade your gift certificates for up to 100 television spots promoting your business Package Includes: Television Commercial Package Half-Priced Gift Certificate Promotion Option 2 - Revenue Share You split the revenue from gift certificate sales Package Includes: Revenue Share of Gift Certificates Sold Half-Priced Gift Certificate Promotion NNCNOW.COM DIGITAL ADVERTISING GUIDE

13 PART III: ALTERNATE ADVERTISING OPTIONS AUDIENCE EXTENSION Audience Extension is a dynamic and powerful new advertising tool that allows you to get the maximum level of exposure for your advertising dollars. Using the latest in advertsing technology, Audience Extension creates a stunning advertisement for your company and then only distributes it to a target audience and geographic area that is determined entirely by you. This feature combined with the placement of your ad on the most popular sites across the Internet and controlled frequency of appearances ensures that not a single impression of your campaign is wasted. Features of Audience Extension The keys to the advertising power of Audience Extension are it s unique features that allow you to narrow your target. Target Your Ad to Any Zip Code Narrow Your Audience by Demographics Controlled Ad Frequency Over the Campaign Placement of Your Ad on Major Websites With this technology, you can choose to have your ad appear as close to or far away from home as you want. Just choose up to three zip codes you want to target and then select a radius from 15 to 100 miles around that area where the ad will appear. Now you can target your ad to the specific type of potential customers you want to attract to your product. With the click of a button you can set viewer guidelines based on everything from lifestyle preferences to age and income. Audience Extension controls how frequent your ad appears to ensure your number of impressions is spread out over your whole campaign. It also ensures that your promised number of impressions is always met regardless of campaign length. Your ad will appear on some of the most popular sites across the Internet. It will appear within the normal advertising spaces on these sites but once again will be limited by your choices of demographic and zip code parameters. Includes impressions on NNCNOW.COM as well as the national ad network 2013 NNCNOW.COM DIGITAL ADVERTISING GUIDE 11

14 PART III: ALTERNATE ADVERTISING OPTIONS ESHOP NORTH NNCNOW.COM is proud to announce the launch of eshopnorth the Northland s newest and most powerful online business center. eshopnorth is a new section of our immensely popular website NNCNOW.COM featuring information on and links to some of the area s most prominent businesses. And this is your chance to be a part of it. Placing your company on eshopnorth is a fantastic way to maximize the return on your advertising dollars and provide you with the opportunity to: Gain brand awareness for your company on --a top news source in the Northland! Benefit from a cross-platform advertising strategy using the power of TV and Web Introduce your company to a captive, targeted audience looking to buy products and services from the Northland In addition, if you choose to be a part of eshopnorth you will have the opportunity to be a part of our aggressive advertising campaign that includes: Ongoing promotional television campaign unique to eshop North eshopnorth.com web domain Business logos on run of site advertisements on NNCNOW.COM directing visitors to the eshopnorth home page Package Includes: ROS Display Ad in multiple ad positions throughout NNCNOW.COM with 20K monthly impressions Enhanced listing on eshop North Logo and tagline SEO friendly business description with link to your website Placement in category of your choosing (Attractions, Automotive, Lodging, Dining, Services, Retail/Shopping) Business logo presence on web promotion NNCNOW.COM DIGITAL ADVERTISING GUIDE

15 PART III: ALTERNATE ADVERTISING OPTIONS EXPERTS ONLINE A powerful multi-platform marketing tool that positions you as the local expert in your field on-air and online. Our goal for this exclusive opportunity is 1) For your business to be the FIRST business people THINK OF when they have a need for your products or services; and 2) For your business to be the FIRST business people FIND when searching online. Experts Online Package Includes: Professionally designed rotating display ad in multiple ad positions on NNCNOW.COM Robust individual brochure page on the Experts section of NNCNOW.COM Search engine optimization Customized broadcast schedule 24 Experts Minutes broadcast during news programming Ongoing promotional spots on all broadcast properties Included in periodic announcements in Digital Download segment Banner ad promotion on NNCNOW.COM A great way to increase your company's SEO * Reliable Insurance Agency s dedicated Experts Online page 2013 NNCNOW.COM DIGITAL ADVERTISING GUIDE 13

16 PART III: SEASONAL ADVERTISING OPPORTUNITIES SUNDAY NIGHT FOOTBALL BIG GAME SWEEPSTAKES Of all the sporting events offered across our broadcast properties, few are more popular than Sunday Night Football on NBC. Each year, NNCNOW.COM capitalizes on that immense popularity by giving viewers a chance to get in on the action with the "Big Game Sweepstakes" Football Board. Our board highlights the biggest NFL matchups by featuring every game of Sunday Night Football on NBC. Viewers enter their name into the pool of contestants through our website and each week 100 of them have their names randomly placed on the board. Then after each quarter, the viewer with the corresponding numbers wins the prize. Sponsorship packages for this contest include heavy promotion on all of our broadcast properties, ROS ads on NNCNOW.COM and ongoing mentions through our newscasts and social media. This is a fantastic opportunity to connect your company to the largest possible audience both on TV and online. Big Game Sweepstakes Sponsorship Includes: Over 500 :15 shared promos aired on all broadcast properties Promotional ads on the Northland s NewsCenter website Display ads on the contest page where viewers will enter the contest Link to your website on the contest page Ongoing blasts encouraging participation to thousands of users Ongoing mentions by the KBJR and KDLH sports team during daily newscasts * Big Game Sweepstakes football board for Houston VS Chicago In 2012, the "Big Game Sweepstakes" averaged over 160 entries a week NNCNOW.COM DIGITAL ADVERTISING GUIDE

17 PART III: SEASONAL ADVERTISING OPPORTUNITIES SUNDAY NIGHT FOOTBALL LIVE-STREAMING NNCNOW.COM is proud to offer businesses the opportunity to advertise during the live Internet stream of Sunday Night Football on NBC. More and more people are changing their viewing habits to online streaming, allowing them to watch events on the go, wherever they are. Now your commercial can be seen by this growing online audience. If you choose to advertise on the stream viewers will see not only a fully produced 30 second commercial for your company, but a custom designed banner ad as well. The live-stream of the game will be seen by viewers on all devices including computers, tablets, and smart-phones. Eyes Forward Sponsorship Includes: 38 x :30 Spots (2 Per Game) 350 Promotional spots across all broadcast properties Limited to three exclusive sponsors 2013 NNCNOW.COM DIGITAL ADVERTISING GUIDE 15

18 PART III: SEASONAL ADVERTISING OPPORTUNITIES MAKING A DIFFERENCE SPONSORSHIP Every day, in communities across the Northland, individuals and organizations are creating a positive impact on those around them. They are taking the lead in fostering a better society, facilitating genuine community engagement, and putting the needs of others before their own. KBJR and KDLH are proud to recognize these individuals and organizations with our Making a Difference segment, which airs during our 10 PM newscast on Thursday evenings. The segment will also be re-purposed during the 5 PM newscast on Friday. Each week, Michelle Lee will profile an organization or individual making a recognizable, positive difference in their community. Our goal is to share the stories of individuals and organizations making a positive difference regardless of its size or reach. The positive impact could be as far-reaching as working to create change through partnerships with local governments, or as simple as helping improve the quality of life for families and individuals in the local community. Coverage of these stories will culminate in a luncheon at the end of the year at which 10 past nominees will be honored for their work Making a Difference. Making a Difference Sponsorship Includes: TV Promotion Logo on 1040 :30 promotional spots to air across all broadcast properties Custom :10 Tag with logo and audio mention on 1040 :30 spots to air across all broadcast properties Billboard to air before start of each Making a Difference segment Client will receive 12 exclusive billboards with logo and audio per year Online Promotion Logo on custom header promo calling for nominations Custom designed ROS banner ad on NNCNOW.COM Presence on Making a Difference web page including dedicated banner ad and logo on title graphic Luncheon Promotion Sponsor logo on signage at event Sponsor mention on event invitation Sponsor presence and recognition at luncheon Each sponsor will receive two tickets to the event NNCNOW.COM DIGITAL ADVERTISING GUIDE

19 PART III: SEASONAL ADVERTISING OPPORTUNITIES EYES FORWARD SAFE-DRIVING CAMPAIGN Eyes Forward is a commercial announcement campaign aimed at eliminating texting while driving on Northland roadways. This campaign uses a combination of both on-air and online promotion to maximize the audience we are able to reach. Eyes Forward also uses joint efforts with area schools and businesses to reach drivers directly. Every year of the campaign has seen thousands of drivers take the pledge to help prevent texting while driving. Of all of our annual promotional campaigns, few are more important or powerful than Eyes Forward. Texting while driving is a growing epidemic that takes thousand of lives and injures millions of people every year. This is our opportunity as a community to take a stand against this growing problem. Eyes Forward Sponsorship Includes: Logo on over 1,500 annual shared commercial announcements on the KBJR 6 & Range 11, KDLH 3, Northland CW 2 and My 9 urging people to make the commitment to keep their eyes forward. Creative will include clips of local teens sharing the message Logo placement on Eyes Forward pledge forms Logo placement on NNCNOW.COM Eyes Forward webpage featuring: News stories and information related to distracted driving Free apps that prevent texting while driving Dedicated web banner on Eyes Forward webpage ROS banner ad on NNCNOW.COM 2013 NNCNOW.COM DIGITAL ADVERTISING GUIDE 17

20 PART III: SEASONAL ADVERTISING OPPORTUNITIES CHRISTMAS CITY OF THE NORTH PARADE ONLINE SPONSORSHIP The Christmas City of the North Parade has been the premiere television event in the Northland for more than 50 years. Now, NNCNOW.COM s dedicated web page offers parade lovers the chance to get up close and personal with this Northland tradition, offering history, photos, and the opportunity to vote in the our Best in Show Float Contest. The night of this sentimental favorite, parade enthusiasts are invited to our hosts and tweet about the event, or even watch the broadcast through our live-streaming while they are waiting for the cue to move their own float along. Be a part of this 21st Century approach to a long held tradition in the Northland. Christmas City Online Sponsorship Includes: Rotating Banner Position on Christmas City Website Medium Rectangle 300 x 250 Logo included on :15 promos on all broadcast properties Logo placement on Christmas City Coloring sheets Logo on Christmas City Promo Display Ads on NNCNOW.COM Sponsor of the Best in Show Float Contest Prominent ad position on Contest page Winner chosen by voters from across the Northland Winner announced on broadcast properties NNCNOW.COM DIGITAL ADVERTISING GUIDE

21 PART III: SEASONAL ADVERTISING OPPORTUNITIES UMD BULLDOGS ONLINE The University of Minnesota Duluth is a favorite for area sports fans. To meet demand, My 9 Sports Network offers a robust schedule of football and hockey games each year. To complement that successful endeavor, NNCNOW.COM s official UMD Bulldog Page is a place where fans can check out the latest news, stats and social chatter about their favorite team. Your business can be seen while fans Tweet during the game or creep on their favorite player any time of the day. UMD Bulldogs Online Sponsorship Includes: Fixed banner ad on dedicated UMD Bulldog Pages of NNCNOW.COM Customized 300 x 250 banner ad Rich media creative provided by NNCNOW.COM in-house graphic artist ROS Banner Ad on NNCNOW.COM 25,000 Impressions Per Month 150,000 Total Logo and Audio mention on broadcast promo spots airing on all broadcast properties 30 Spots per week 780 Spots Total Added Value: Spokesperson interviewed by My 9 Sports Network s Tom Hansen during one televised UMD Bulldogs hockey Game Our networks are the exclusive home for UMD Bulldogs athletics 2013 NNCNOW.COM DIGITAL ADVERTISING GUIDE 19

22 PART IV: ADDITIONAL ADVERTISING INFORMATION AD SPECIFICATIONS Static Ads Leaderboard 728x KB Banner 300x KB Rich Media Ads Pencil Ad (Open) 960x KB Pencil Ad (Closed) 960x KB Footer Ad (Open) 960x KB Footer Ad (Closed) 960x KB Interactive Banner Ads 300x250 Varies Video Pre/Post Rolls Companion Banner Ad 300x KB Video Advertisement.FLV 1 MB Mobile Advertising RSS Feed Ad 72x KB Splash Open or Interstitial 640x KB Banner Ad (Front Page or ROS) 640x KB Homepage Takeover Flash Files Leaderboard 728x KB Header Promo 230x KB Banner Ad 300x KB Side Skins 220x KB A backup image (.jpg or.gif) is required for all flash ads. For compatibility Publish player setting should be Flash Player 9 or earlier. Flash files must contain a clicktag function that targets a _blank window. This is necessary to prevent websites from opening in ad sized iframes. 3rd Party Ad Tags Most 3rd party ad tags will work. Allow at least 3 days for testing. While javascript tags are accepted, many ads are served in iframes. This may interfere with certain types of Rich Media NNCNOW.COM DIGITAL ADVERTISING GUIDE

23 PART IV: ADDITIONAL ADVERTISING INFORMATION SAMPLE PAGES OF AD PLACEMENTS NNCNOW.COM offers a variety of opportunities to brand your business on our news centered pages. We have above fold and below fold options, a variety of sizes and can offer dynamic rich media to bring attention to your business. NNCNOW.COM Home Page Above is a look at our home page. It is a popular entry point where you can navigate to anywhere else on the site. Banner offerings include 728x90 Leaderboard, 300x250 Banner and 125x125 Button Banner ads. Story and Section Pages Your business may be well-suited to specific targeting on one of our inside pages: News, Sports, Weather, Lifestyle, Education, Photo Galleries, etc NNCNOW.COM DIGITAL ADVERTISING GUIDE 21