Direct Marketing September 12, BellMedia.ca

Transcription

1 Direct Marketing September 12, 2014

2 Still On Top Canada is #1 for people who prefer to receive promos through 95% of online Canadians use and 91% check it at least once a day 2 September 10, % of viewers read while watching TV/video content

3 Advertising Works Canada is #1 for people who prefer to receive promos through 95% of online Canadians use and 91% check it at least once a day 3 September 10, % of consumers prefer to receive special offers through 70% of people say they used a coupon or discount from a marketing in the past week 66% of viewers read while watching TV/video content

4 Advertising Works 4 September 10, 2014

5 Targeted Advertising

6 Targeted Advertising Targetable in 3 ways: Geographic Demographic Habits and Attitudes Example Database Sizes: The Insider: 800k (50/50 EN/FR) TSN: 225k RDS: 225k Rate Card: $150 CPM 6 September 10, 2014

7 Automotive Enthusiasts AUDIENCE INSIGHTS TARGETABLE CONTACTS 59,876 EN 51,655 FR Automotive Enthusiasts are 33% more likely to enjoy driving 24% more likely to purchase a car for $20, % more likely to love their car SELECTION CRITERIA! Agree I love expensive sports cars! PMB Survey I Love My Wheels automotive segment! Spent $50,000 or more on most recently purchased vehicle 7 September 10, 2014

8 Fashionistas AUDIENCE INSIGHTS TARGETABLE CONTACTS 47,422 EN 35,071 FR Fashionistas are 25% more likely to read fashion or lifestyle content 21% more likely to look for designer labels 30% more likely to visit fashion or beauty websites SELECTION CRITERIA! Spent $4,000 or more on men s or women s clothing in past 12 months! Spent $500 or more on footwear in past year! Agree I really enjoy shopping for clothes. 8 September 10, 2014

9 Travelers AUDIENCE INSIGHTS International Travelers are 56% more likely to have travelled outside of Canada 2 or more times in the past 12 months Domestic Travelers are 19% more likely to travel in Canada in the past year 32% more likely to travel in Canada and stay in hotel Business Travelers are 54% more likely to travel for business 5 or more times in the past 12 months TARGETABLE CONTACTS 105,585 EN 56,256 FR SELECTION CRITERIA! Have taken 2+ trips (International, Domestic or Business) in the past 12 months 9 September 10, 2014

10 Flyers of the Week

11 Flyers of the Week Weekly Newsletter Partner with Wishabi Large retail clients 75% of FOTW revenue is driven through Database Sizes: The Loop: 200k FOTW EN/FR: 53k / 55k 11 September 10, 2014

12 Newsletter Advertising

13 Newsletter Advertising and more 13 September 10, 2014

14 BNN Morning The BNN Morning newsletter keeps our users updated on the day's top stories, as well as executive and analyst interviews. Highlights Metrics Extremely engaged audience: 46% Avg. Open Rate! 100% SOV for advertisers Target audience: Investors, Financial Professionals, Business Owners, Managers; Skews Male; High Income Frequency Subscribers Avg. Open Rate Daily 56,000 46% Ad Pricing Avg. Impressions per issue: 25,000 Price: 25,000 $29CPM = $725 per issue Note: minimum purchase of 3 issues Ad Size: 300x250 pixels 14 September 10, 2014

15 BNN Market Call BNN s Market Call Top Picks Newsletter delivers market analysis from the day s Market Call and Market Call Tonight experts to our users inbox. Highlights Metrics Extremely engaged audience: 60% Avg. Open Rate! 100% SOV for advertisers Target audience: Investors, Financial Professionals, Business Owners, Managers; Skews Male; High Income Frequency Subscribers Avg. Open Rate Daily 56,000 60% Ad Pricing Avg. Impressions per issue: 33,000 Price: 33,000 $29CPM = $957 per issue Note: minimum purchase of 3 issues Ad Size: 300x250 pixels 15 September 10, 2014

16 BNN Subscribers BNN Subscribers are: 84% Male 50% are Age 50+ Majority live in Urban areas 16 September 10, 2014

17 The Loop With over 200,000 subscribers, The Loop Weekly newsletter offers unprecedented reach into the inboxes of its core target users interested in entertainment and lifestyle news. Highlights Over 200,000 engaged subscribers Fully customizable to the user s individual preferences 100% SOV for advertisers & prominent above-the-fold ad Newsletter Metrics Frequency Subscribers Avg. Open Rate Weekly 204,000 33% Ad Pricing Avg. Impressions per issue: 65,000 Price: 65,000 $29CPM = $1,885 per issue Ad Size: 300x250 pixels 17 September 10, 2014

18 The Loop Subscribers The Loop subscribers are: 69% Female 75% are Age September 10, 2014

19 Marilyn Denis With 70,000 BFF Network subscribers, Marilyn s weekly newsletter offers the right content for its core target audience. Highlights Over 70,000 highly engaged subscribers and growing Niche target market predominantly female Very high click rates due to new and engaging content Newsletter Metrics Frequency Subscribers Avg. Open Rate Weekly 70,000 43% Ad Pricing Price: $2,200 per issue Ad Size: 300x100 pixels 19 September 10, 2014

20 Marilyn BFF Subscribers Marilyn subscribers are: 93% Female 73% are Age September 10, 2014

21 TSN Marketing EBlast Targeted E-Blasts to promote third-party clients Highlights 21 September 10, 2014 Reaches niche market sports fans Engaged audience: 34% Avg. Open Rate! Additional value to existing client campaigns Newsletter Metrics Frequency Subscribers Avg. Open Rate Per Campaign 233,000 34% Ad Pricing CPM = $60 for co-branded initiatives / $150 for standalone campaigns Co-branded Pricing: 233,000 $60 CPM = $13,980 per deployment Standalone Pricing: 233,000 $150 CPM = $34,950 per deployment Ad Size: must be 600 pixels wide

22 Brand Newsletters Name Deployment Subscribers Open Rate / Impressions Cost Price/Issue Minimum Insertions BNN Market Call Daily 56,000 60% / 33,000 $29 CPM $957 5 (1 week) BNN Morning Daily 56,000 46% / 25,000 $29 CPM $725 CTV News Daily 15,000 43% / 6,450 $29 CPM $187 5 (1 week) 14 (2 weeks) The Loop Weekly 200,000 33% / 65,000 $29 CPM $1,885 1 Marilyn Denis Weekly 70,000 43% / 30,100 N/A $2,200 1 TSN Daily 52,000 20% / 10,400 N/A $500 7 (1 week) Quoi de Neuf Weekly 65,000 53% / 34,450 $29 CPM $ September 10, 2014

23 OneXL Marketing Database

24 Business Opportunity Merge company-wide opt-in databases into one large one One large database provides national and local scale to offer effective marketing segmentation to our advertisers for results-driven audience targeting New revenue in a growing media channel A more organized and strategic approach to direct marketing Bolsters small, local existing databases (eg radio) with local contacts from national brands Strengthens support of cross-channel programs (eg Mix, Brand Partnerships) Although merged, the database will maintain brand separation where applicable Database managers will carefully manage opt-in permissions (CASL-compliant) 24 September 10, 2014

25 OneXL Overview OneXL The OneXL opt-in marketing database is driven by Canada s top TV and radio brands 25 September 10, 2014

26 With minimal clutter, the client brand has 100% share of voice Distributed to audienceappropriate brand databases with CASLcompliant marketing opt-in Cross- Platform / Mobile- Optimized Bell Media Inc. 207 Queen s Quay West, 6 th Floor, Toronto, ON M5J 1A7 26 September 10, 2014

27 BRAND MARKETING OPT-INS The Insider EN/FR 800,000 TSN 225,000 RDS 225,000 French Specialty 50,000 Radio (COMBINED FROM 107 STATIONS) 500,000 TOTAL 1,800,000 UNDUPLICATED (ESTIMATED 15% DUPLICATION) 1,530, September 10, 2014

28 New Product Opportunities

29 Inbox Activator Combine the best of both worlds live sports on TV and digital activation with the Inbox Activator During a widely viewed tent pole event (Super Bowl, Oscars, MMVAs etc) when the ad airs on TV, send a targeted to the people likely watching the event. Eg. TV ad says Enter our contest at Easton.ca! Then send an promoting the contest with a strong call to action. 29 September 10, 2014

30 Co-Viewing Research 30 September 10, 2014

31 Digital Coupons (Printable/Scannable) Use advertising to distribute actionable coupons to targeted audiences Integrate with existing checkout systems Create individual PIN or coupon codes Mobile-optimized for on-the-go promotions 77% of Canadians prefer to receive special offers through than any other channel A recent advertisement for First Choice (Source: ExactTarget) 31 September 10, 2014

32 Text-to-Win John texts in to win He gets an auto-reply with a URL to the entry form After entry he receives a promo from the client with a call-to-action (eg special offer) 32 September 10, 2014

33 Into the Future Wearable technology allows people to Check their directly from their wrist Pay with near field communication (great for couponing) Benefit from locationbased direct marketing 33 September 10, 2014