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Adding LOCAL to Your Media Arsenal

Adding LOCAL to Your Media Arsenal. Edward McLoughlin, Senior Partner Shawn Riegsecker, Founder & CEO Mark Naples, Managing Partner. Agenda. Local :: When and Why? Evolution: Offline/Online Balance Study Highlights // Trends Challenges and Workflow. Local :: When and Why?.

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Adding LOCAL to Your Media Arsenal

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  1. Adding LOCAL toYour Media Arsenal Edward McLoughlin, Senior Partner Shawn Riegsecker, Founder & CEO Mark Naples, Managing Partner

  2. Agenda • Local :: When and Why? • Evolution: Offline/Online Balance • Study Highlights // Trends • Challenges and Workflow

  3. Local :: When and Why?

  4. All Media is Local… • The way it was… • CDIs/BDIs/4Ps… • The WWW is…err…global… • Better data, better insight, better data driven planning

  5. What is Local to Our Clients? Localized Content CONTENT LOCALIZED NAVIGATION COMMUNITY/SN User Engagement NAT GEO TARGETING

  6. Benefits • Our ads work better in some markets than others… • Creative really does matter… • Contextual relevance really does matter • Localized advertising drives localized actions • Smaller or No Premiums vs. other local channels

  7. Evolution, Offline/Online Balance

  8. Fragmentation, or Accumulation?

  9. Offline / Online Balance 92%of consumers research products ONLINE* 95%of retail sales happenIN THE STORE** • *BIGresearch, Simultaneous Media Usage Survey, 12/06 **Forrester Research US eCommerce:  Five-Year Forecast, 10/06

  10. The Internet Influence on In-store Sales Increasing to a total of over $1 trillion of local in-store sales • *Jupiter Research, 2007 US Online Retail Forecast

  11. The offline/online balance is out of whack 66% of media time* 34% of media time* 92% research online** 93% of advertising spend Influences 47% of total retail sales*** 7% of advertising spend *Forrester, North American Benchmark Study ** BIGresearch, Simultaneous Media Usage Survey, 12/06 ***2011 projection, Jupiter Research

  12. Local Selection Process Selection Process

  13. Local Selection Process Selection Process

  14. Local Selection Process Selection Process

  15. Local Evolution (Beyond National) • Migration to local content: • As sites featuring local content become more robust traffic will continue to shift away from national online news providers to local • National sites need to adopt local content • Top traffic drivers are integrating more local content into their site/network.

  16. Local Impact on Campaign Goals Local Augmentation Impact • Brand Support • Measurement of local impact on National efforts • Utilize market planning strategy to obtain optimal online frequency National Media Optimal Frequency Local planning augments national branding efforts while also driving in store sales

  17. Evaluating Local Programs • Scalable • Market by market flexibility • Monitor SOV and market GRPs • Local creative opportunities • Objective • Local branding • In store sales • Online sales • Learnings • Opportunity for tracking • Offline & online • Measure impact on overall campaign goals • Content/Targeting • Relevant content • Localized targeting

  18. Study Highlights // Trends

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

  20. 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

  21. 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

  22. Vertical Targeting MediaMetrix 2008 comScore Network, February 2008

  23. Challenges and Workflow(how to scale local)

  24. Challenges and Workflow Solution Planning Stage Challenge Population + results + web usage + GRPs Budget Budget allocation per market Dynamic online units Creative Customizing creative per market 3rd party tools catering more to local Tracking Implementing tracking tags per market Unique store offers Measurement Measuring impact of offline sales Utilize network IP targeting Opportunities Local targeting opps in mid tail properties

  25. Challenges in local online display… • Current conversion attribution favors national advertising due to higher frequency • National spillover to local bleed research • Customizing creative when offers • 68 DMAs X 4 sites per market X 12 months of advertising = 3,264 invoices

  26. Opportunities moving forward… • “Google-ize” Local display advertising • Better market by market audience research needed • $16Billion in spot television advertising

  27. High Impact Local Creative

  28. Nike ~ Cavs ~ Lebron James

  29. Transformers ~ Reskin ~ LA.com

  30. Coors ~ “At the Shore” ~ Philly Weekly

  31. Coors ~ Happy Hour Reskin ~ Philly Weekly

  32. Obama for America ~ Texas ~ Chron.com

  33. Obama for America ~ Texas ~ Chron.com

  34. Questions & Thank you!!

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