Transcript WXII12.com 2009 Information Internet is Hugely Popular and Still Growing Online Usage is Increasing • Over 217 Million People in the U.S. • 2007:

WXII12.com 2009 Information
Internet is Hugely
Popular and Still Growing
Online Usage is Increasing
• Over 217 Million People in the U.S.
• 2007: 74% of US households
• 242 million by 2012
Internet growing faster
than US population
2.3 CAGR vs 1.1 CAGR
in the next 5 years
Source: JupiterResearch Internet Population Model, 3/07 (US only)
© 2007 JupiterResearch, LLC
Gathering Information
Is Top Online Activity
(% of time)
1.Content
42.7%
2.Communications (email, chat)
28.7%
3.Commerce (actual buying)
16.1%
4.Community
7.5%
5.Search
5.0%
Source: Internet Activity Index (IAI), January 2008, OPA and Nielsen Online
What Kind of Information?
• 64% Product/Service Research
• 59% Local Information
• 49% Daily News
• 37% Online Newspaper
• 26% Health Sites
• 25% Playing Games
• 19% Downloading Music
• 13% Car Sites
• 9% Financial Sites/Investing
Source: JupiterResearch/Ipsos-Insight Individual User Survey (7/06)(US only) How many people do this locally…
Local Information
Comes from Local Sites
88.6 Million People Go to Local Sites for Content
Audience using site for content. MediaMetrix 2007, comScore Network.
Big Sites Redirect to Local Sites
Local Internet For Daily News
64% Product &
Service Research
59% Local
Information
49% Daily News
Weather, Politics
Most Important Source of Info in My Community
Local television news sites
26
Local information sites
23
Newspaper sites
17
Weather sites
12
Broadcast network news sites
9
News on search engines
7
Cable news sites
Source: Frank N. Magid Associates, Inc.
Local Television Advertising Effectiveness Study
6
0%
20%
Local News Context Strengthens Brand
Impression
I can trust products/ services
advertised on this type of site
The ads on this type of site keep me in the know with regard
to products/services in the local marketplace
Local television news sites
Local television news sites
Newspaper sites
Local information sites
Newspaper sites
Broadcast network news sites
Local information sites
Weather sites
Cable news sites
Broadcast network news sites
TRUST
News on search engines
News on search engines
Cable news sites
Weather sites
Products/services advertised on this type of
site are meant for people like me
I have purchased a
product/service as a result of an
ad on this site
Local television news sites
Local television news sites
Local information sites
Local information sites
Cable news sites
Newspaper sites
Broadcast network news sites
Broadcast network news sites
News on search engines
Newspaper sites
Cable news sites
News on search engines
Weather sites
INFLUENCE
RELEVANCE
Weather sites
IMPACT
Local Online Advertising is Growing
$13.01 billion in 2012
(forecast)
$9.89 billion in 2008
(forecast)
$7.63 billion in 2007
$5.86 billion in 2006
$4.81 billion 2005
$2.69 billion in 2004
$2.07 billion in 2003
Can you afford to wait much longer?
Sources: 2008 Borrell Associates
Online Usage
Drives Offline Sales
Retail Sales
Source: Jupiter Research,
Internet Retail Offline Influence Model, 12/07
T.V. Even More
Effective with Online
39 %
Online Publishers Association Media Mix Study 2002
Television and Internet Complimentary
Source: Online Publishers Association
Simultaneous Use
• 78 % Have Gone Online While
Watching TV
• 35 % Often or Always
Doing What?
• 62 % Related Content
• 25 % Content Specific to
Programming
– 40% Products/services
– 39% Related Up Coming
Events
About the survey: Harris Interactive fielded the online survey on behalf of blinkx Feb. 13-18, 2008 among nationwide cross-sections of 2,471 adults age 18+ in the United States
and 2,228 adults aged 16+ in Great Britain. Both sets of data were weighted to be representative of the population of online adults in each country.
WXII12.com is where the Triad turns to
for up-to-the-minute reporting on News,
Weather, Sports, Entertainment, Health
and much more!
WXII’s regional news and information
Web site is updated 24 hours a day, 7
days a week. On-air promotion drives
viewers to WXII12.com.
•
6.2 Million Average Page Views
Per Month
•
417,000 Average Unique Users
Per Month
•
Average Visit Time: 6 Minutes
In addition, WXII12.com is available on
cell phones. It currently receives an
average of 70,000 page views per
month and continues to growth each
month.
Source: WebTrends, WXII12.com – 01/1/08 – 12/31/08
Crisp Wireless: 3/18/09
WXII12.com #1 Local Web site in the Triad!
Greensboro/Winston Salem/High Point
Web sites visited past 30 days:
WXII12.com
Adults 18+
237,000
News-Record.com
213,000
DigTriad.com/WFMYN_2.com
208,000
MyFoxWGHP.com
183,000
JournalNow.com
161,000
Source: comScore avg Jan-Dec 08
Profile of the WXII12.com Visitor
•
•
•
•
•
•
41% Male and 59% Female
Median Age is 43
Median Household Income is $60,000
67.5% are College Educated
85% are Home Owners
70% log on to WXII12.com from 7am to 5 pm
Monday - Friday
Source: The Media Audit: Oct-Nov 2008
Webtrends 2008
Average Monthly Unique Site Visitors
Year to Year Comparisons
500,000
400,000
300,000
200,000
100,000
0
2006
Source: WebTrends 2006- 2008
2007
2008
Average Monthly Site Page Views
Year to Year Comparisons
9,000,000
6,000,000
3,000,000
0
2006
Source: WebTrends 2006- 2008
2007
2008
Average Monthly Site Video Streams
Year to Year Comparisons
300,000
200,000
100,000
0
2006
Source: WebTrends 2006-2008
2007
2008
Yearly E-Mail Unique Subscribers
Year to Year Comparison
50,000
25,000
0
2007
Source: IB Internal Data 2007-2008.
2008
Standard Advertising Opportunities
728x90 Leaderboard
Large Format IAB Ad Units
provide strong branding,
visibility and creative
opportunities on the Home
page and each Content
Channel’s main page
throughout the Web site. The
three major IAB Ad Units
include:
Leaderboard: 728x90
Display: 300x250
Skyscraper: 160x600
160x600
Skyscraper
300x250
Display
Section/Story Page Sponsorships
Section and Story Page
Sponsorships signify
sponsorship of an entire
section.
Section and Story Page
Sponsorship Ads appear in
prominent locations above
the fold on the main section
page and can be placed in
any editorial section of the
site (i.e. News,
Entertainment, Health, etc.)
Logo
Brick Ad
Flash Video Ads (WebVision)
This new video revolution
allows you to create a look-live
message that literally jumps
off the page.
Like television in the office,
this format delivers the site,
sound, motion and emotion
that your customers have
never before seen on their
computer screens.
WEBVISION VIDEO:
Production and placement of
your :10 - :30 second video
that will automatically play
upon viewers entering specific
sections.
Pre-roll Video
:15 Pre-Roll Video Ads run
before video content and
includes a 300x250 Display
ad that runs as a companion
to the video, remaining on
the page until a new video is
selected.
Pre-Roll Video Ads can run
in front of all video categories
such as News, Sports,
Entertainment
300x250
WXII video features the latest local and national news. Viewers can browse video to
create their own playlists, search for the video they want to see and review the most
popular videos on WXII12.com in full-screen mode.
Content Integration Module
The Content Integration
Module (CIM) integrates your
content into the site by using
the standard look and feel of
WXII12.com.
Standard placements are
above and below the
Skyscraper Ad in various
sections of WXII12.com.
Title-bar Drop Down Ads
Expanded Ad:
Title-bar Drop Down Ads
are placed on the News
Headlines title-bar on the
top right side of the Home
page and expand
automatically when a user
first visits the page.
Title-bar Ad:
They appear for 10
seconds, leaving a Titlebar Logo ad once the ad
is finished running.
Floating Rich Media
Floating Rich Media Ads
float over the page content,
cutting through standard
Web ads and immediately
engage the visitor.
The ads begin moving over
the main content of a site
when the page first loads.
The ads are served to
unique users once per 24hour period and disappear
after a maximum of 10
seconds.
Video Display Ad
The Video Display Ad
includes a teaser that
encourages visitors to
click a button, graphic
or text that plays a
short video clip within
the ad.
After the video plays,
the ad displays a leave
behind element
encouraging visitors to
play the video again.
Pushdown Ads
The Pushdown Ad or
Sliding Billboard Ad unit
provides advertisers with
an interactive ad to grab
the viewers attention.
Ad “pushes down” the
content for seven seconds,
then leaves behind an
expandable leave-behind
ad.
Expandable pushdown will
be live ALL DAY on the
day the pushdown runs.
Contests
Online contesting is an exciting
way to engage viewers, feature
products, and develop a valuable
Opt-In Database of customer
information.
Online contesting can also be
used to develop market research
information by adding questions
or “qualifiers” to the contest entry.
Online Contests include:
•Link on the home page.
•Administration of contest
database – Client will receive a
complete list of all opt-in users
for use in follow-up marketing.
Reporting & Optimization Tools
Industry-standard software programs track and manage our online
audience and advertising.
WebTrends is a leader in the
online audience measurement
field. Using WebTrends tools,
WXII12.com editors can track
the days hottest stories, or
make broad assessments of
what our online audience is
interested in. WebTrends
tabulates and reports page
views and unique users (and
much, much more…) on a daily
basis.
DoubleClick’s DART adserving
software manages and reports
on delivery of advertising
impressions throughout
WXII12.com. DART tracks the
number of ad impressions and
“click-throughs” delivered,
and provides ongoing reports
on delivery. DART can be a
powerful tool to help
advertisers manage their online
campaigns.