Best Practices: Digital Ad Sales Ryan Adams, Director of Publisher Solutions Jaimie Hefelfinger, Channel Sales Manager
Is Selling Digital Intimidating? Ad Exchanges 2
3 Do You Think You Need a Beautiful Mind?
Advertising Works
Agenda The Centro Story Market Perspective Selling an Audience vs. Product Pushing Finding Your Audience About You Q&A 5
Centro Introduction
A Little Bit About Us Ryan Adams, Director of Publisher Solutions 18 year publishing and agency veteran including time with DDB Needham, Forbes, The Philadelphia Inquirer/Philly.com and Journal Register Company Passionate marketer and digital advocate with broad experience in all aspects of sales via campaign development, media planning, strategy and execution Jaimie Hefelfinger, Channel Sales Manager 7 Arms her publishing partners with a unique combination of managed services, digital solutions, training and technology to help grow digital revenue streams while servicing their clients more efficiently and profitably Has worked on expanding the digital presence of Fortune 500 companies to locally owned and operated businesses
Who is Centro? 2001 FOUNDED 34 OFFICES 500+ PEEPS 22,000+ 5,700+ 1,200+ CAMPAIGNS BRANDS AGENCIES 7,000+ PUBLISHERS #1 Best Place to Work 4 Years in a Row 8
Driving Publisher Revenue: 3 Ways Premium Demand: Centro Media Services Centro Brand Exchange Digital Extension
Our Vision To empower the transformation of local publishers into full service digital media consultants 1 0
Market Perspective & Local Opportunity
What s the Hook? 1 IN EVERY SHARE OF DIGITAL MEDIA TIME SPENT 2 MINUTES SPENT ONLINE IS ON A MOBILE DEVICE 51% Mobile and Tablet 49% Desktop 2014. All rights reserved. Source: Comscore Multiscreen Report 2013
What s the hook? Shifting up to 15% of TV ad spend to online builds more effective reach at a lower cost Source: Nielsen & IAB Online Video Study, Feb 2013
YouTube s Reach YouTube TruView and YouTube Display are effective solutions for reach & value when connecting brands with the 18-34 demo
Increase Sales with Digital Extension
Finding More Customers for Advertisers Programmatic Utilization of technology to buy and sell digital advertising Inventory + Data = Scalable, Targeted Reach
A Look Ahead: Digital Advertising Two-thirds of marketers say they plan on managing at least 40% of their total digital spend programmatically in the next 12 months AdExchanger The State of Programmatic Media Link Here
A Look Ahead: Digital Advertising Procter & Gamble wants to buy 70% to 75% of its U.S. digital media programmatically by the end of this year AdvertisingAge - Procter & Gamble Aims to Buy 70% of Digital Programmatically - Link Here
The Gap and the Opportunity Seattle Times: 30.3% +PNN: 56.9% Chicago Tribune: 20.6% +PNN: 44.5% Baltimore Sun: 26.9% +PNN: 57.2% Review Journal: 16.2% +PNN: 50.3%% Kansas City Star: 26.3% +PNN: 65.4% SL Trib: 20% +PNN: 77.84% PilotOnline: 15.5% +PNN: 57.8% Columbus Dispatch: 22.8% +PNN: 52.8% LA Times: 10.79% +PNN: 31.64 Commercial Appeal: 15.2% +PNN: 59% Orlando Sentinel: 12.4% +PNN: 41.9% UTSD: 8.27% +PNN: 47.51% *Source: comscore
Local Advertising Dollars Watertown Ford $20K / Month for Digital Advertising
The Local Opportunity Watertown Ford $20K / Month for Digital Advertising
SUCCESS STORY Lindy Studds, Advertising Sales Manager Matt Mahood, Digital Specialist
Tidelands Ford Lincoln Coastal Connect CLIENT BACKGROUND Auto Dealer Tidelands Ford Lincoln Current client running mostly newspaper weekly print ads, with only 11% of their budget dedicated to digital CAMPAIGN DETAILS Total Spend $16,600/month Campaign Length Annual BUDGET ALLOCATION Retargeting Premium News 12% Advanced Targeting 12% Centro Spend $8,100/month Geography Targeted Local DMA/Zip Codes Hyper-Local Mobile 38% Pre-Roll Video 20% Contextual Targeting 12% Initially stated they would be severely cutting their budget with us because of pressure from auto manufacturers to invest more in digital & TV Family owned and run business, consisting of a team of decision makers with little to no digital marketing knowledge Additional solutions sold include print in both core and TMC products, Cars.com Print & Deliver Inserts They do not have a dedicated Internet Sales Manager on site Also doing T.V., as well as SEM/SEO and Social Media through their manufacturer
Best Practices: Delivering Audience vs. Products via an effective needs assessment
What is a needs assessment? Strategic conversation to learn about your client s goals, find their pain points, and define their expectations so you can recommend a targeted solution.
Traditional O&O Sales Process Clients Meet with decision maker Present packages & products Sell as much of your inventory as customer willing to add to media mix
New Sales Process Clients Meet with decision maker to conduct thorough needs assessment Sales strategically analyzes the campaign s KPIs, target audience, sales goals, timing and metrics for success You build an integrated, crossplatform plan across display, mobile & video Seller presents program to local client and explains how it accomplishes their goals. Seller closes larger, targeted cross-platform deal.
Before the Meeting Visit their website Do they have a mobile site? What is their website focus? What is their social strategy? What is their sales strategy?
Call 1: During the Meeting Ask Questions Educate Performance & Expectations Gain deeper understanding of their business and customers based on your research Teach client how you can connect with more of their customers online Discuss the client's goals, what they expect from campaign and get homework
Sample Needs Assessment Questions Who is your audience? What are your success metrics? What is your overall digital budget? How do you divide your digital budget? How do you reach your audience? What is your mobile strategy? Do you have a digital video strategy? What is the best way to get a lead convert to a customer?
After the Meeting Send a Thank You Within 24 hours. Digest what they said Put together a strategic plan for your client based on what they said during their meeting. Prepare for follow up meeting Set a date!
Call 2: Present the Campaign Explain how the plan reaches their audience Walk through benefits of multi-platform campaigns Address their goals and expectations Walk through creative ideas Agree on the best option for them
Finding Your Audience
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Solutions Map DESKTOP MOBILE/TABLET VIDEO
How Do We Find Your Audience? Meet Harry & Sally. They are Married Live in upstate NY Educated Retired In need of a top doctor for Harry s knee replacement surgery. They found a great hospital, Banner Good Samaritan Medical Center. How did they find them?
AMERICAN NATIONAL UNIVERSITY
THE ROANOKE TIMES SUCCESS STORY Education American National University CLIENT BACKGROUND The Roanoke Times has an amazing relationship with American National University (ANU) on both the print side and roanoke.com. CAMPAIGN DETAILS Total Spend $132,819 Campaign Length (2) 6 week campaigns BUDGET ALLOCATION Premium News Advanced Targeting Centro Spend $123,085 Geography Targeted 6 States: VA, KY, WV, TN, OH and IN Mobile Search Retargeting ANU historically has spent a large portion of its marketing budget on radio, but was starting to get frustrated with the performance and inability to track the results. ANU turned to their digital expert at The Roanoke Times with the challenge to reach potential students across 6 states and 16 campuses. By recommending a strategic mix of display, video and mobile solutions, roanoke.com was able to demonstrate that they are a strategic, full service digital media consultant not just a vendor. By pitching a number of different solutions, the client was able to choose a few that they were most comfortable with.
THE ROANOKE TIMES SUCCESS STORY Education American National University WHY DID THEY BUY? ANU loved the ability to highly target potential students REPORTING! ANU needed to feel the results of a campaign, and the reporting aspect was a huge differentiator against radio Centro could break out the reporting based on zip code, so ANU could budget accordingly ADDITIONAL COMMENTARY ANU ended up adding an additional campus to the buy after seeing the success of the campaign Drove incredible traffic to the site with 96% new visitors Renewed with mobile content to take a multi-platform approach
Things to Remember
Things to Remember TRANSFORM YOUR CULTURE AND IMPLEMENT DIGITAL SPECIALISTS TO HELP 4 1
Things to Remember TRANSFORM YOUR CULTURE DON T FEAR DIGITAL EMBRACE IT 4 2
Things to Remember DON T USE DIGISPEAK TALK AUDIENCE 4 3
Things to Remember YOUR MISSION REMAINS THE SAME: CONNECT YOUR LOCAL ADVERTISER WITH POTENTIAL CUSTOMERS 4 4
Time to Rub Elbows! Let s talk about your markets!
Questions?
K YOU THA THANK YOU YOU THAN
Best Practices: Digital Ad Sales Ryan Adams, Director of Publisher Solutions ryan.adams@centro.net Jaimie Hefelfinger, Channel Sales Manager Jaimie.hefelfinger@centro.net