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Revenue Ideas You Can Use! Arizona Newspapers Association, 2017 Convention Jed Williams Chief Innovation Officer Local Media Association [email protected] @williamsjed
Revenue Ideas You Can Use!Arizona Newspapers Association, 2017 Convention
Jed Williams
Chief Innovation Officer
Local Media Association
@williamsjed
• An umbrella organization representing ALL local media, including
newspapers, TV, radio, directories, pure play publishers, R&D
2,800+ total members across our ecosystem
Members include a diverse mix: Nexstar Broadcasting, McClatchy,
E.W. Scripps, GateHouse Media, Gray Television, BH Media, Swift
Communications, Schurz Communications, Sinclair Broadcast
Group, Deseret Digital, and many more.
Our Mission: “We Are Intensely Focused on Helping Local Media Companies
Discover New and Sustainable Business Models”
This is a Session about:1) Things we’re already doing that
have untapped opportunity2) New areas to pursue
(viable + potentially lucrative)
This Is NOT a Session About Shiny Objects
4
Today’s Digital Revenue Ideas
5
Video: O&O + Advertiser
Engagement Campaigns
Digital Marketing Services – Differentiators
Q&A / Discussion
YOUR IDEAS!
Facebook: 2 Key Trends
Traffic Referral
Mobile
Top Traffic Referral Sources, 2016
The First Priority (still):
Build an Engaged, Loyal Audience
105 The River: Scranton, PA (DMA 56): ~900k Fans!
Direct Revenue Opportunities
Instant Articles
Facebook Live
Sponsored Video
Branded Content
Instant Articles
Direct-sold IA campaigns seeing 2x CPM as Mobile Web
(but note, this is the exception today)
Instant Articles: Calls to Action & Customer Acquisition
Instant Articles: Calls to Action & Customer Acquisition
Facebook Live
WRAL-TV: Facebook Live Advertiser
Programs as Part of Multi-Platform Buy
“Car Smarts” Series:
- Helpful content for car buyers & auto enthusiasts
- Facebook Live from the dealer showroom & involving station and dealer talent
WRAL & Facebook Live: Behind the Curtain
19
Facebook Live: Local Sports
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• GAME OF THE WEEK
• FB LIVE GAME UPDATES/SCORES
• Q&A FROM THE AUDIENCE
• INTERACTIVE POLLS/VOTES
Source: Share Rocket
Facebook Live: Local Sports
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Source: Field59
Sponsored Video
LancasterOnline: Sponsored
Video Series “Pete Eats”
• Local personality sampling
different restaurants
• Wide distribution: Facebook,
YouTube, website, mobile
• Traditional sponsorship model –
title sponsor for the series
• $20k+ in revenue
Best Practices for Selling Facebook Video
Leverage content franchises that are core strengths: sports, lifestyle, etc.
“Tentpole events” (festivals, parades, etc.) are ideal for sponsorships
Utilize FB Insights to show video engagement (views, completions, actions)
Bundle into larger, multiplatform programs to extend reach
Facebook Branded Content
Source: Social News Desk
Source: Social News Desk
Branded Content with Advertiser Video
Source: Social News Desk
Best Practices for Selling Branded Content
Sell advertisers on the scale and engagement of your social brands
Enable the audience to take specific action (take quiz, enter contest,
register for event, etc.)
Publish selectively: quality brands & content; respect your audience
Consider video for a more engaging format
Video
31
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25.62% CAGR!
Source: Statista
Video Looks Great…on a Graph
Where Can You Get Started?
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3 Opportunities:
1) Owned & operated (beyond pre-roll)
2) Advertiser: production/distribution
3) Native opportunities
Creating New Video Inventory, Idea #1: Outstream Advertising
Unlock video advertising revenue that previously wasn’t accessible
Create video inventory in non-video environments…“bringing the power of
sight, sound, and motion to text” (source: Teads TV)
Complements in-stream inventory & attracts larger budgets beyond preroll
Note: Can be done without any new video production
(Source: eMarketer)
inRead DemoOutstream Sample
McClatchy Case Study (partnered with Teads TV)
15x increase in
total video inventory
38% increase in total video revenue
resulting from outstream video advertising
Creating New Video Inventory, Idea #2: Content Matching (BH Media/Inform)
Content Matching (cont’d)
Video Production for Advertisers
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Surging Opportunity:
Borrell: $2.4B revenue opportunity this year
Fast-growing service ($1.2B increase in SMB spend)
Different Approaches:
Internal
Outsourced
Hybrid
In-House Production Example:
Full-Service Digital Agency
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“We do everything in house. Our design team and our creative director
produce, shoot and edit everything, so it’s not like we have video-only
employees. We purchased about $50k worth of cameras, lighting,
microphones and editing software and we were off.”
The projects we do at the agency now are so varied: TV, social, long-form
web, YouTube, etc., and much higher quality that there really isn’t any other
way around doing custom quotes. The way we put the quotes together is
essentially an estimate of hours based on the number of people needed to
work the project, and its complexity.”
Hybrid Sourcing Example
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1) “Good Package” = $750 for video production by an outside vendor to include
50k medium rectangle (300x250) targeted display impressions (in-banner video
with sound defaulted off on O&O sites). Photo-slideshow type video.
2) "Better Package" = $1,200 for everything in the Good Package plus 2 hours of
onsite video production from in-house photographer/videographer.
3) "Best Package" = Custom quote for onsite video production using in-house
resources. Producing this video strictly for web distribution.
Good Better Best Tiers
Outsourcing Example (MDS/BetterVideo)
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Native / Sponsored Content: Text + Video –
Shaw Media Case Study
• Shaw Media produces quality text and video content related to Your Business category
• The Content is delivered to our audiences in the same format as other Shaw Media produced content such as news
• Educational, informative content that the audience is engaged with.
• Your Business video is also posted to Facebook and available for Your Website
• The content is delivered across multiple Shaw Media platforms in relevant categories
• Sponsored Content is linked back to Your Business Website
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Examples of Topic Ideas for Client
• January –• How much insurance is enough?
• February –• What happens when you get hurt at
work?
• March –• What to do if you get hit by a car
• April –• Tips on Foreclosures
• May –• 12 things to know about injury cases
• June –• All injuries counted for in a claim
• July –• What to know about a Liable Driver
• August –• How to get the most out of your
injury case
• September –• What to know when you miss work
• October –• Workers Comp
• November –• Commercial Litigation
• December –• What to look for when choosing an
Attorney
Average Monthly Activity:
• Impressions: 19,090
• Engagement: 4,872
The Engagement
Funnel
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20 Years Ago...
20 Years Ago...20 Years Ago...
#SecondStreetSum
mit
20 Years Ago...
Today...
Today...
Today...
Takeaway 1:
The consumer is now
in control
Takeaway 2:
Advertisers are
focused on digital
conversions
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Middle of the
FunnelConsumer Experience
Big Growth Opportunity for Local Media
Advertiser Consumer
Engagement
Campaigns
Will...
★ Drive Leads &
Conversions
★ Access New Dollars &
Business Categories
Hear ClearlyWPSD-TV | Paducah, KY
4th Year
of
Success
Hear ClearlyWPSD-TV | Paducah, KY
Survey
Questions
Hear ClearlyWPSD-TV | Paducah, KY
381 Opt-Ins
Hear ClearlyWPSD-TV | Paducah, KY
125 Plan to Purchase
Hear ClearlyWPSD-TV | Paducah, KY
122Interested in
Lunch &
Learn
Home for the HolidaysNorthwest Florida Daily News | Fort Walton Beach, Florida
Targeted
Local Military
Families
Home for the HolidaysNorthwest Florida Daily News | Fort Walton Beach, Florida
370
Opt-Ins
Home for the HolidaysNorthwest Florida Daily News | Fort Walton Beach, Florida
Community
Engagement
Home for the HolidaysNorthwest Florida Daily News | Fort Walton Beach, Florida
New Business
from Airport
The Great Pave OffWHAM-TV | Rochester, NY
The Great Pave OffWHAM-TV | Rochester, NY
Survey
Questions
The Great Pave OffWHAM-TV | Rochester, NY
148 Opt-Ins
The Great Pave OffWHAM-TV | Rochester, NY
66 Estimate
Requests
The Great Pave OffWHAM-TV | Rochester, NY
$250KBusiness Booked
Baseball IQ QuizTimes-Union Media | Jacksonville, FL
Baseball IQ QuizTimes-Union Media | Jacksonville, FL
1,100 Opt-Ins
Baseball IQ QuizTimes-Union Media | Jacksonville, FL
Warm
Leads
Home Decor Personality QuizWPSD-TV | Paducah, KY
Highlight
Store
Products
Home Decor Personality QuizWPSD-TV | Paducah, KY
Survey
Questions
Home Decor Personality QuizWPSD-TV | Paducah, KY
74%Opt-In
Rate
Advertiser Ballots
Jed Williams
Chief Innovation Officer
Local Media Association
@williamsjed
Thank You!
