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Site Selection Process – The “What, Why, & How” of Media Planning

Site Selection Process – The “What, Why, & How” of Media Planning. Who, What, Why, How. Research “ The proof is in the numbers!”. Comscore Media Audit Site Reported Numbers. Where does Local fit vs. National-Geo?. Source: ComScore MediaMetrix – February 2008. Local Audience Trends.

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Site Selection Process – The “What, Why, & How” of Media Planning

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  1. Site Selection Process –The “What, Why, & How” of Media Planning

  2. Who, What, Why, How • Research“The proof is in the numbers!” • Comscore • Media Audit • Site Reported Numbers

  3. Where does Local fit vs. National-Geo? Source: ComScore MediaMetrix – February 2008

  4. Local Audience Trends “Web users now spend half their time visiting content, far outpacing time spent with search, communications and commerce.” – Online Publishers Association Study (2007) Source: Online Publishers Association, 2007

  5. True Content Technologies/Apps/Mail Why the Local Audience Matters Nationally (Quality Reach & Environment) “Content” versus “Technologies/Applications/Mail” Feb ’06 comScore MediaMetrix 2008 comScore Network, February 2008

  6. Selection Process 7

  7. Selection Process 8

  8. Selection Process 9

  9. Sample Local Market Pull: Champaign- Urbana

  10. Sample Local Market Pull: Peoria

  11. 2. Site Design Who, What, Why, How • Standard IAB Ad Sizes • www.iab.net • Clean Homepage • Deep Content • Special Sections

  12. Entire Homepage Easy Navigation Includes Standard IAB Sizes ABF & BTF Top Highlighted sections are included on HP Video is prominent on HP

  13. Homepage – Above the Fold

  14. In story pages – Standard IAB units 728x90 300x250 160x600 or 120x600

  15. 3. Ease of Use Who, What, Why, How • Third Party Tags • Turnaround Times • “Innovative-ness” • Video Capabilities • Rich Media • Examples: http://www.centro.net/tearsheet/FifthThird%20Bank/index.html http://centro.net/tearsheet/nacho/index.html http://www.centro.net/tearsheet/glenlivet/index.html http://www.centro.net/tearsheet/wi_lottery/index.html

  16. Who, What, Why, How 4. Technical Aptitude • Targeting Capabilities: • Section • Day parting • Geographic • Registration • Inventory Forecasting • Delivery!

  17. Who, What, Why, How 5. Pricing • CPMs vs. Flat Rates • Understand the competition- who’s vying for the local budget? • National sites? • Portals? • Being competitive within your own marketplace

  18. 2006 Local SiteCPM Averages:

  19. 2007 Local Site CPM Averages: **30% Average Increase over ’06 Rates

  20. 2008 Local Site CPM Averages: **4% Average Increase over ’07 Rates

  21. Who, What, Why, How 6. Relationships!

  22. Thank you.

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