6/28/2011

1

Ad Models

How to

Price & Position Your Content

& AD Inventory

6/28/2011

2

What you

will learn

today

• Salaried exec directs web sales effort

• AD inventory BEST PRACTICES

• CPM – Under value inventory

• CPM - confuse client

• Advertisers can’t see their banners

• You say you’re sold out? Duh

• Ad networks are killing your business

• Making money with editorial video

• What your media kit should look like

6/28/2011

3

Who Runs Site?

• make it cool

• drive page-views

• win awards

• sell more print

Financially motivated?

?

Webmasters & Designers

Tell you

what you can

and can’t sell

6/28/2011

4

Always done it that way

Platform can’t do it

We don’t offer it

Don’t have time

Too expensive

Bad user experience

• Hit our web budget

• Web rev up 500 %

• Web traffic is strong

• 50,000 Facebook Fans

Beware

6/28/2011

5

Bigger Not Always Better

Print

News Hole

6/28/2011

6

Online

Ad hole

LOGO sections

promo

You Lose Pricing Power

Un-limited Supply +

Commodity Unit +

Limited Demand

6/28/2011

7

Ad Pricing

‘Your cpm is too high’

Avoid This Nonsense…. instead….sell flat fee to local/directs

Interactive Media Queen

6/28/2011

8

CPM vs FLAT FEE

SUPER PREMIUM Inventory • X-tra large ads • Home Page • Section Fronts • Above Fold

6/28/2011

9

SUPER PREMIUM Inventory

• THURSDAY & FRIDAY • 10a-2p, 6a-6p

Home Page

Premium Unit 300 x 600

6/28/2011

10

EXCELLENT AD POSITION in reader view

Simple Design

> Branding

> Message Awareness > Call to action

6/28/2011

11

Rate Card & Pricing

• Retail or “Rack Rate”

• Discount off that number

• Price & Sell……

• Based on Supply & Demand

Smart Practice weekly instead of monthly rates

$ 400. per month

sounds expensive

sounds reasonable $ 95. per week

6/28/2011

12

Ad Units

Super Premium

Ad Units

6/28/2011

13

WEAK

AD POSITION

outside of reader view

visually bland

See any Super

Premium ad positions ?

6/28/2011

14

• Page takeover

• Site take-over

• Sponsorship

• Roadblock

easiest ad unit to sell

Sliding Billboard

smart practice

6/28/2011

15

Sliding Billboard

or Curtain Ad

Sliding Billboard

• Exclusive & limited supply

• EZ for rep to sell

• EZ for client to see value

• EZ to design & execute

6/28/2011

16

Sliding Billboard

• 100% share of voice for 24 hrs

• Flat, daily fee

• Short term deal - find market value

• In-house promos, if not sold

• 60% sell out…. raise rate

Sold Out ?

Congrats !

6/28/2011

17

• Under-valued unit

• Leave $ on table

• Inventory management

• Poor forecasting

• Pray: page-views

Unfortunatley….

We HOPE you…. • Signed short term deal

• 3 months max

• Auto renew every month

6/28/2011

18

Ad Networks

Are Killing You

6/28/2011

19

Danger !

Looks like editorial

NEVER run this on home page

6/28/2011

20

Ad networks diminish value of

their brand and content

by spreading it so widely

ultimately threatening

existing relationships with advertisers

QUOTE:

6/28/2011

21

Ad Networks

But we make money ! We get a check every month

DUMB National Ad Networks

6/28/2011

22

• Easy money

• No upfront costs

• 3rd party reps inventory

• Local biz gets on site…cheap

• Commoditize your inventory

Good

Bad

Ad Networks 3rd Party, Remnant, Google Ad Sense

Ad Networks REMOVE : home-page & section fronts

• Day-part • Secondary sections • Below Fold, Non-prime positions

Inform Advertisers • We don’t accept remnant buys • Show super-premium positions

6/28/2011

23

DUMB

National Ad Networks at local level

Media Kit • Online • Print • Email (PDF)

6/28/2011

24

Website: xx,000 Unique / readers

Mobile: x,000 Apps, alerts

Social: x,000 Facebook, Twitter

Email: xx,000 Opt-ins YouTube: xx,000 Subscribers

Total Readership Newspaper: xxx,000 Online: xx,000 Total Reach: xxx,000

Total Online

Reaching xx,xxx Chicago Adults each month

Print, Online & Event Marketing Services for Chicago Business

How We Help:

• Brand & Message Awareness Be seen, Get your message out

• Search Engine Marketing Get found on Google

• Online Presence & Reputation Looking good online

• Database Marketing Customer email & Mailing Lists

• Online Couponing Daily Deals, Promotions, Sampling

Who We Help:

• Yoga, Fitness & Health

• Beauty & Hair

• Boutiques & Retail

• Restaurants & Food

• Entertainment & Culture

• Special Events

• Family & Kids

• Contractors

• Service Providers

• Doctors, Dentists, Lawyers

Client Logo

Client Logo

Success Stories……can we do this for you ?

Contact &info Phone Email Office Location Twitter FaceBook

LOGO

6/28/2011

25

6/28/2011

26

Can’t see my ADS

Don’t See My Ads

6/28/2011

27

• Day-part (9a-3p)

• Pick a day (wed)

• Pick a section (sports)

Target Impressions

Internet Prime Time Mon-Fri 9a-5p

Morning 6a-10a Mid-day

10-3p

Evening8-11p

6/28/2011

28

Video

Online Video show me the money

6/28/2011

29

Remember all that video stuff you bought for the newsroom? Take back half of it, and give it to the sales department.

Online Video that pays

If person in charge of web is salaried…or no digital financial pressure ( bonus & penalty )

YOU WILL LIKELY FAIL • Newsroom editor • Web editor • Webmaster • Ad director

Warning These ideas are proven….BUT…

6/28/2011

30

Mel Taylor Online Revenue Strategy for Local Media

@MelTaylorMedia Mel@MelTaylorMedia.com 267-625-5313

MelTaylorMedia.com

Mel Taylor Background

6/28/2011

31

Mel Taylor Online Revenue Strategy for Local Media

@MelTaylorMedia Mel@MelTaylorMedia.com 267-625-5313

MelTaylorMedia.com