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50/50 DVD Proposal

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50/50 DVD Proposal - The Onion
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- The New York Times Magazine “America has inexhaustible reserves of good will for the homespun Onion...as it does for no other national comedy institution except maybe Mark Twain.” 50/50 DVD 11.7.2011 Andrew Smith, West Coast Director I 917-686-7405 I [email protected]
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Page 1: 50/50 DVD Proposal

- The New York Times Magazine

“America has inexhaustible reserves of good will for the homespun Onion...as it does for no other national comedy institution except maybe Mark Twain.”

50/50 DVD11.7.2011

Andrew Smith, West Coast Director I 917-686-7405 I [email protected]

Page 2: 50/50 DVD Proposal

Proposal SummaryTable of Contents

2

Table of Contents

About The Onion

Proposal Summary

Onion Homepage Takeover

AV Club Homepage Takeover

High Impact Onion & A.V. Media

The Onion’s Audience Fit

Slides 3-4

Slides 5

Slide 6-7

Slides 8-9

Slide 10-14

Slide 15

Page 3: 50/50 DVD Proposal

Unrivaled Content Attracts Unrivaled ReadershipShameless Self Promotion

3

1988The launch of the Onion in Madison, WI.

549,000+Total papers in circulation across 16 markets come November.

#1Single topic alternative newspaper weekly.

Organic GrowthReach outside circulation markets through word of mouth.

Print Online Mobile | Apps Social Media Web Video

Peabody AwardNYT and Youtube were only other two Online publishers recipients.

Partner ChannelsInclude iTunes, Youtube & Hulu

Video Opportunities• Web Video sponsorship• Viral Video creation• Commercial Production

5.9 million OnionMonthly unique impressions

2 million A.V. ClubMonthly unique impressions

50 millionAverage monthly pageviews.

1996TheOnion.com founded

390,000+iPad app downloads. App launch covered in 200+ publications. #3 rated Free iPad App iTunes.

706,300+Number of Onion core iPhone App downloads since launch.

650,000+Number of Onion core Android App downloads since launch.

6 Million Monthly impressions on the WAP Site.

3,230,000 +Twitter Followers

1,958,600+Facebook Fans

#3News organization on Twitter in the world.

Top 50Company using Facebook (From Wired).

Reddit | DiggOnion content continuously pushed to top of the list.

Comedy CentralSeries kicked off in January 2011.

IFCSeries kicked off in January 2011. Season 2 to air Fall 2012.

In The News"Letter-perfect parodies of ESPN and CNN” - The Los Angeles Times

TV

Page 4: 50/50 DVD Proposal

Onion & A.V. Club Social Networking Presence Vs. CompetitionUnparalleled Social Media Presence

4

Leading the Conversation in Social Media

#Oscars•@TheOnion generated the second-highest amount of Twitter

activity during the Oscars, with only the Academy Awards

themselves generating more.

•@TheOnion had the most retweeted Oscars tweet on Twitter,

garnering 4,676 retweets.

•@BrookeAlvarez doubled her Twitter following during her Oscars

coverage and was one of the top ten most retweeted accounts.

Trump Headline’s Exceptional Performance•The Onion’s Trump Headline garnered over 26,400 Facebook

“Likes,” and was shared over 516,098 times.

•The same headline was reTweeted over 10,000 times and favorite’d

900 times on Twitter.

Page 5: 50/50 DVD Proposal

Proposal SummaryMeeting Campaign Objectives

5

Objective Solution Slide # $20k #1 $20k#2 $15k $10k

To build awareness around the 50/50 DVD release.

Onion Homepage Takeover

7 $12,500 $12,500 $12,500 N/A

AV Club Homepage Takeover

9 N/A N/A N/A $10,000

Onion News Network Sustainment

11 N/A $7,500 N/A N/A

AV Club Film Section Takeover

12 $7,500 N/A N/A N/A

Onion Homepage Featured Product

13 N/A Value Added N/A N/A

AV Club Homepage Featured Product

13 N/A N/A Value Added Value Added

ROS Media 14 Value Added Value Added $2,500 Value Added

Impressions N/A 3,630,000 3,455,000 2,780,000 2,030,000

ECPM N/A $5.51 $5.79 $5.40 $4.93

Page 6: 50/50 DVD Proposal

Onion Sponsorship OpportunityHomepage Buyout W/Skin

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7

Upon page load, video premercial renders over Onion homepage displaying teaser video for :10 seconds before resolving into masthead.

Homepage buyout includes video player on the homepage where 50/50 DVD creative will have 100% ownership.

Onion & A.V. Club Media OpportunitiesOnion Billboard Homepage Buyout

Page 8: 50/50 DVD Proposal

A.V. Club Sponsorship OpportunityHomepage Buyout W/Skin

Page 9: 50/50 DVD Proposal

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Upon page load, video premercial renders over A.V. homepage displaying teaser video for :10 seconds before resolving into masthead.

Homepage buyout includes video player on the homepage where 50/50 DVD creative will have 100% ownership.

Onion & A.V. Club Media OpportunitiesA.V. Billboard Homepage Buyout W/ Skin

Page 10: 50/50 DVD Proposal

The Onion & AV Club Sponsorship Opportunity

Page 11: 50/50 DVD Proposal

Onion & A.V. Club Media OpportunitiesOnion ONN Video Sponsorship

• ONN Pre-roll Option features a :15 second pre-roll ad that loads and plays with companion banners and custom skin before sponsored episodes.• Includes prominent companion branding on player page while :15 second video is playing.

11

Page 12: 50/50 DVD Proposal

Onion & A.V. Club Media OpportunitiesA.V. Club Film Section Sponsorship

12

• Sponsorship of the Film Section includes 728x90 banner, 300x600 and custom skins.• Buyout achieves 100% share of voice in highly trafficked Film section.• 50/50 messaging will feature prominently on landing page and all corresponding storypages of the Film section.• 50/50 ownership will be featured in a highly engaging section-- In an average week, the A.V. Club Film section garners over 10,200 comments from loyal A.V. Club readers.

Page 13: 50/50 DVD Proposal

Onion & A.V. Club Media OpportunitiesHomepage Featured Product Sponsorship

13

Homepage Featured Beverage: 50/50 DVD

Page 14: 50/50 DVD Proposal

Onion & A.V. Club Media OpportunitiesSynched Media & Sustained Campaign Presence

14

Sustained Campaign Presence

• Synched storypage roadblocks will consist of a 728x90 and high impact 300x600.• Synched media will run across both the Onion and A.V. Club domains.• Synched media can also be geo targeted to key campaign cities.

Page 15: 50/50 DVD Proposal

Onion & A.V. Club Media OpportunitiesAudience Fit - Brand 2011

15

EngagementZoomerang Internal Survey 2009

% or Index

Been reading the Onion for over 4 years

69%

Emailed an Onion story to a friend in the last 3 months

73%

Have a favorite Onion headline 40%

Read every single issue 52%

Downloaded a podcast in last 6 months

49%

The Onion’s AudienceComScore Summer 2010 - Jan 2011

% or Index

18-24 326

Male/Female 60/40

Watched a Comedy Film in the last 30 Days

214

Attended 2-4 Movies in the last month 308

Purchased movie tickets offline in the last 6 months

225

Attended the movies in the last 30 days 240

Searched the Internet for info on DVDs in the last 6 months

300

Bought a DVD offline in the last 6 months 234

Audience Fit

Strategy


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