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Selling Engagement – The Path to Building a Successful Local Interactive Business. Deborah Esayian/Co-President Sam Caputa/Manager, Affiliate Sales Support. Today’s Agenda. 8:30am – 10:00am The Opportunities beyond traditional CPM-driven tonnage inventory (banners) - PowerPoint PPT Presentation
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Deborah Esayian/Co-PresidentSam Caputa/Manager, Affiliate Sales
Support
Selling Engagement – The Path to Building a
Successful Local Interactive Business
8:30am – 10:00am•The Opportunities beyond traditional CPM-driven tonnage inventory (banners)•The Fundamentals: Establishing a common interactive vocabulary and nomenclature•Understanding website metrics and their meaning when selling ideas•Exploring the Eight Fundamental Elements of Successful Interactive Programs
10:30am – 12:00pm•Introduction to “Basic” interactive inventory w/ success stories•Pricing Local Interactive Inventory – Theory and Formulas 12:00pm – 1:00pm Lunch Break
Today’s Agenda
Today’s Agenda
1:00pm – 2:30pm •Introduction to Advanced Local Interactive Inventory w/ success stories•Q&A about the technology behind the solutions•How to intelligently forecast interactive revenue
3:00pm – 4:30pm•Prospecting Wisely•The Pre-sell Capabilities Presentation – Educating the Advertiser FIRST•Proper Interactive Selling Technique•Managing Client Expectations•Final Q&A
+ Emmis Interactive is a Software as a Service (SaaS) provider
+ Formed in 2002; now a wholly owned subsidiary of Emmis Communications + We provide local media companies with technology and sales consulting services to help them develop a profitable interactive business
+ We provide services to local media companies in the US, Canada and UK
+ Based in Chicago, IL, USA
Who We Are
Our team is comprised of 58 technology and media professionals:
Customer Service
Technical Support
Product Training
Marketing
Direct Sales
Senior Management
Product Designers
Software Engineers
Quality Assurance
Graphic Designers
Flash Animators
Systems Personnel
Who We Are
Who We Serve
Astral Media RadioCorus EntertainmentCanadian Broadcasting
CorpGreater MediaEmmis CommunicationsLincoln Financial MediaRenda BroadcastingMaverick MediaBig League
Broadcasting
Carter BroadcastingCapitol BroadcastingGross CommunicationsDittman GroupOasis BroadcastingRiviera GroupWLFM-FM, LLCMonitor Latino NY State Broadcasters
Assoc.
Radio
Publishing, TV, Sports and Entertainment
National Hockey League (Canada)
Vancouver CanucksComcast SportsGroupTexas MonthlyLos Angeles MagazineAtlanta MagazineHudson Valley MagazineWestchester MagazineMain Line Magazine
KUSC – FMEntravisionBustos Media EnterpriseMarshall KKCK-FMUKRD Group/United
KingdomImpact Radio GroupRadio Milwaukee.C Sparks EntertainmentPacific Radio Group
Manhattan Media Delaware Today MagazineFrontiers Magazine The Wine Experience.comRadioAlaire.com Rebecca-Burns.comRequisitefilms.com Wawascene.comMichaelMahonen.com State of California/DDTPMetro Custom Golf Alliance 180Radio Tracking Data Disc Jock ProRipley Entertainment Texas Monthly Custom PubIHSAA.org Ecolifest.com
U.S. Internet Advertising Revenue
Source: IAB
2009 $22.7 (-3.4%)2008 $23.4 (+24%)2007 $21.2 (+24%)2006 $17.0 (+36%)2005 $12.5 (+30%)2006 $ 9.6 (+32%)2007 $ 7.3 (+22%)2008 $ 6.0 2009 $ 7.12010 $ 8.11999 $ 4.6
Local Internet Advertising Revenue
Source: Borrell Associates
2009 $13.3 (+ 3%)2008 $12.9 (+70%)2007 $ 7.7 (+12%)2006 $ 6.9 (+45%)2005 $ 4.8 (+78%)2006 $ 2.7 (+29%)2007 $ 2.1 (+22%)2008 $ 1.7 2009 $ 1.42010 $ 1.11999 $ 0.4
Local Media’s AdvantageA Relationship of Trust
BROADCAST
Integrated MediaThe Strength of Both Worlds
INTERACTIVE MEDIA
“Bringing Small Groups Of Very Interested
People To The Advertiser”
Superior Advertising SolutionsRequire Two Main Ingredients
IntegratedMulti-Touchpoint
Campaigns
Measured Campaign
Results
Traffic Measurement Terms• Total Page Views Measurement of the # of pages requested by visitors to a web site. One way of judging the
total activity on a site.
• Unique Visitors Each DIFFERENT visitor to a website during a specified period of time (5 minutes) - Similar to
unduplicated cume, this is a measure of reach.
• Total Visitors Total number of visitors to the site – includes duplication.
• Time Spent (Average Session Length) How much time a user spends on a site during a certain period of time.
• Average Page Views per Session Number of pages people view in a session.
• Database Size Total number of opt-in members.
• Channel Sponsorships• Channel Placements• Cursor Ad• Birthday Card Sponsorships• Poll Sponsorship• Feature Channels• Interactive Contests• Prediction, Trivia and Skill Games • Custom Games and Interstitials• Tip/Fact/Joke of the Day• Integrated Product and Brand
Placement• Interactive Events• Custom Microsites• User Generated Content
• Cyber Remotes™• Pop Quiz• Email Marketing• Mobile Marketing• Podcast Prerolls• Streamed Audio and Video Prerolls• On-Demand and Real Time Webcasts• Video Infomercials• Moderated Chat• Brand Extensions• Skyscrapers, Banners, Tiles• Facebook/MySpace Takeovers• Sponsored Widgets• Cyber Street Teams• Sponsored Lexycasting
Interactive Inventory
8 Key Elements to Successful Interactive Campaigns
Feature Key Communication Points Always an “Opt-In for More” Personalization Participation Entertainment Persuasive Component Viral Component Database Capture
SIMPLE, LOW ENGAGEMENT INVENTORY
Component #1: CPM Base
COMPLEX, HIGH ENGAGEMENT INVENTORY
Component #1: CPM Base
Component #2: Production cost
Component #3: 20% premium for being on your site
INTERACTIVE PRICING THEORY
• Channel Sponsorships• Channel Placements• Cursor Ad• Birthday Card Sponsorships• Poll Sponsorship• Feature Channels• Interactive Contests• Prediction, Trivia and Skill Games • Custom Games and Interstitials• Tip/Fact/Joke of the Day• Integrated Product and Brand
Placement• Interactive Events• Custom Microsites• User Generated Content
• Cyber Remotes™• Pop Quiz• Email Marketing• Mobile Marketing• Podcast Prerolls• Streamed Audio and Video Prerolls• On-Demand and Real Time Webcasts• Video Infomercials• Moderated Chat• Brand Extensions• Skyscrapers, Banners, Tiles• Facebook/MySpace Takeovers• Sponsored Widgets• Cyber Street Teams• Sponsored Lexycasting
Interactive Inventory