web and mobile media kit

Report
WCVB.com… The Boston Channel
1.5 million unique visitors per month
77% of traffic occurs between 7am-5pm
21.7 million page views each month
5.29 pages per visit by viewers
39%
68%
Household
income of
$100k+
College
educated
81%
55/45
72%
Shopped or
bought online
split of
female/male
are married or
living together
Age
18-34
35-49
50+
26%
36%
38%
Source: Google Analytics , Marshal Marketing 2012
Why Advertise Online?
Top Ten Reasons to
Advertise Online
1. Reach
6. Social
Mass reach or niche audience, the internet can do it all.
People are inherently social and especially so when
they’re online.
2. Branch Building
Build your brand in the most engaging environment.
7. Accountable
The internet is the most accountable medium ever.
3. Relevant
The right ad for the right audience at the right time.
4. Creative
8. Interactive
Enabling brands to respond to and extend engagement
with consumers.
Offering a kaleidoscope of rich creative opportunities.
9. Real-time
5. Engagement
Update and improve campaigns in real-time, unique to
online.
Online can get your attention and keep it. For ages.
10. Mobile
Brand building on the move, in the palm of your hand.
TV, Web & Mobile:
An effective multi-screen approach
We can assemble a campaign that creates impact and
awareness, using all of our station assets.
All Day, Every Day
Now, with the combination of television, online and mobile, you can constantly reach people continuously
through each “daypart” of their busy active lives… using our multi-screen approach.
Morning
Wake Up to Newscenter 5
Every morning, more viewers start their day with Newscenter 5 than
with any other Boston newscast. Busy professionals get their daily
dose of news before heading out the door…
At Work
WCVB.com
There’s no better way to reach the coveted at work audience than with
WCVB.com. Our online traffic skyrockets Monday-Friday between 9am5pm.
On the Go
WCVB Mobile
The same great content you’ve come to expect on WCVB-TV… now
available on your mobile device in both a news app and WAP mobile
website.
Evening
WCVB-TV
With premiere programming including Newscenter 5, Chronicle, and ABC
Primetime, viewers round out their day with Channel 5.
Why WCVB.com & WCVB Mobile: Reach Your Target Audience
There’s no better way to reach the coveted at work audience than with WCVB.com. Our online traffic
skyrockets Monday-Friday between 9am-5pm, and our mobile users tend to use their smart phones
heavily during afternoons and evenings.
------ TV
------ Online
------ Mobile
WCVB.com Your Source for Breaking News
The same news coverage you’ve come to
expect on Newscenter 5 can also be
found on WCVB.com.
•
•
•
•
•
•
Breaking News
Local News
National News
Team 5 Investigates
Sports
Entertainment
WCVB.com provides user with real-time
news updates via both video and news
updates directly from the NewsCenter5
assignment desk.
Content For YOUR Lifestyle
From News to Weather to Real Estate, WCVB.com provides users limitless engagement opportunities in
content areas suited to our users’ daily lifestyle.
• NEWS
LOCAL NEWS
NATIONAL NEWS
TEAM 5 INVESTIGATES
SPORTS
MONEY
ENTERTAINMENT
• WEATHER
FIVE DAY FORECAST
LIVE RADAR
WEATHER VIDEOCASTS
WEATHER ALERTS
WEATHER BLOGS
• HEALTH
HEALTH SOURCE
CHRONICLE
COMMUNITY
ULOCAL
CONTESTS
SLIDESHOWS
VIDEOCASTS
POLLS/SURVEYS
“FEATURED ON 5”
•
•
•
•
•
•
•
•
•
•
•
•
TRAVEL
LEGALEASE
REAL ESTATE
AUTOMOTIVE
Live, Local, and Targeted
The new WCVB.com delivers local content in a much more focused, engaging and useful environment.
The same news coverage
you’ve come to expect on
Newscenter 5 can also be
found on WCVB.com.
•
•
•
•
•
•
Breaking News
Local News
National News
Team 5 Investigates
Sports
Entertainment
With great features such as
live radar and real-time
videocasts, the Weather
section provides users with
a reliable, up-to-the-minute
Forecast, straight from
Newscenter 5’s weather
studio.
The Chronicle page is
loaded with captivating
content directly from the
country’s longest running
news magazine show!
• Archived segments
• Upcoming shows
• Behind-the-scenes
slideshows
• Blogs, and much more
WCVB.com’s Health page,
along with Health Source,
align with WCVB-TV’s
award-winning heatlhcare
coverage.
Users can catch up on both
hard-hitting health news as
well as informational
lifestyle content affecting us
all.
Targeted Reach
Adults 18+
Income $100K+
WCVB.com
CBSBoston.…
MyFoxBosto…
WHDH.com
TV38.com
CW56.com
0
WCVB.com
CBSBoston…
MyFoxBost…
WHDH.com
TV38.com
CW56.com
500000
1000000
0
Adults 35+
Women 18+
WCVB.com
CBSBoston…
MyFoxBost…
WHDH.com
TV38.com
CW56.com
WCVB.com
CBSBoston.…
MyFoxBost…
WHDH.com
TV38.com
CW56.com
0
100000 200000 300000
200000 400000 600000
0
200000 400000 600000
WCVB.com is… LOCAL
A majority of WCVB.com’s traffic is derived
directly from users within the Boston DMA.
This ensures that your advertising
campaign message is served up to your
target audience.
Beware of other local sites boasting large
online traffic but with a high proportion of
users from out-of-state, thus rendering them
useless to your advertising campaign.
The Power of TV & Online Together
A significant differentiator of WCVB.com is its ability
to cross-promote using WCVB-TV. Our proven “web
driver” formula along with consistent on-air
promotion helps deliver high traffic to WCVB.com.
Sources: Internet Broadcasting Study & The Multi-Screen Marketer (IAB)
Custom Sponsorships
Custom sponsorships are the
hallmark of online marketing with
WCVB.com.
We can create an opportunity that
will both deliver measurable results
and align your business with
WCVB.com.
Our tailored opportunities can
include sponsorships featuring
multiple sponsors, such as
Health Source and LegalEASE,
or larger annual entitlements
including Real Estate and Health.
LegalEASE
Health Source
Real Estate
Health
Advertising Options
IAB Ad Units
728x90 leaderboard
IAB ad units (728x90 leaderboard and
300x250) appear on every page on
WCVB.com.
AD SPECS:
Leaderboard: 728x90 pixel ad, 40K max file size
Display: 300x250 pixel ad, 40K max file size
300x250 display unit
Advertising Options
728x90 leaderboard
Weather Section
The forecast page is one of the most-visited
pages on WCVB.com, and features three
prominent ad units:
•
300x600 foundation ad
•
940x40 pencil ad
•
728x90 leaderboard
300x600 foundation
ad and 940x40 pencil
ad combo
Creative Executions
AD SPECS:
120 x ‘length of window browser’ Must have a close button
40K max
Cannot be viewed in Internet Explorer 6.
Flash file, no animation
Not able to be served via third party ads.
Hover Ad
The Hover Ad anchors itself to the bottom of your browser (above the fold) on any section you target. As you
scroll up and down on your site’s page, the Hover Ad follows.
The Hover Ad gives viewers the choice to collapse the message. When this happens, a client-branded Leave
Behind appears at the bottom left of the screen and remains above the fold.
Hover Ad Unit
Try it Live! Click
Try it here
Live!
Collapsed Leave Behind
Creative Executions
AD SPECS:
Display ad 300x250 pixel ad; 30K max
Floating Rich Media: 500x300 max, must have a close button,
flash, must appear above the fold
Floating Rich Media
Floating Rich Media Ads float over the page content, cutting through standard Web ads and immediately
engaging the visitor.
The ads begin moving over the main content of a site when the page first loads.
The ads then disappear after a maximum of 10 seconds and the companion display ad remains on the page.
Try it Live! Click here
Creative Executions
Home Page Push Down
• High impact pushdown ads grab the viewers attention by
pushing down the title bar and all content on the homepage
for an expandable ad impression
• Rich Media “rolls down” for approximately 7 seconds on
initial page load, then rolls back up.
• User expansion available in leave behind element.
Try it Live! Click here
AD SPECS:
• Unexpanded ad is 940x40; 10K max
• Expanded ad size is 940x300; 30K max
• 7 seconds total
Creative Executions
In Banner Video
• Medium Rectangle Display ads are standard
sized display ads that play a short video clip
within the body of the ad.
• Size: 300x250
• After the video plays, the ad reverts back to
the teaser element.
AD SPECS:
• :15 second max
• 4 cycle max
• Must include a play button
• Can be Auto-play (click for audio)
• Quicktime, avi, wmv
• 40K max, Flash 8 with Action Script 2.0
Try it Live! Click here
300x250 In Banner Video
Advertising Options
ABC Video Player
More and more viewers are watching their favorite ABC Network shows
on their computers when they are not able to watch them on TV.
The ABC Video Player on WCVB.com has averaged 357,000 programs
viewed per month.
The audience for what amounts to a private screening is different-more upscale, and engaged. Because there only four 30 second
commercials within the program with only ONE commercial per pod,
recall after only one exposure is exceptional along with the viewers'’
opinion of the sponsoring brands.
• :30 second spots in ABC online programming
• Leaderboard and display ads running in sync with :30 second
spots in online programming
Creative Executions
powered by
Dynamic Interactive Video
Online Marketing will never be the same…
WCVB.com now offers Dynamic Interactive Video, a game-changing advertising platform that
takes user engagement to an entirely new level.
Dynamic Interactive Video boosts online advertising performance by providing new ways to add
impact and relevance quickly and easily, creating active views and extended engagement with
viewers via sight, sound & motion.
ADVERTISER BENEFITS
•
Heavy Engagement via a series of
interactive links and hotspots within
your creative
•
Pinpointed, addressable messaging –
tailor your message to different
segments
•
Deep analytics
•
and much more
Creative Executions
powered by
Dynamic Interactive Video
ENGAGEMENT
Increase brand engagement and socialization by adding rich interactive elements to your current videos.
Creative Executions
powered by
Dynamic Interactive Video
CAPABILITIES:
 Survey
 Specials
 New Inventory
 Printable offer
 Lead Capture
 Location Finder
 Maps & Directions
 Link to other videos
 Archive previous
videos/commercials
Redeemable Coupon
Video Message
Social Media Posting
Creative Executions
powered by
Dynamic Interactive Video
The dynamic interactive video unit will reside as
an ad unit on WCVB.com
Once user rolls curser over the unit, it will expand
into a fully interactive video interface.
WCVB Mobile
Static Mobile Ads
Recently launched is the new WCVB mobile app. Mobile banner ads are highly effective and are
driving great results.
• 400,000 average monthly visitors
• 10 million average monthly pageviews
• Available via the WCVB App as well as
WAP site
• WCVB App available for iPhone,
Android and Blackberry
Source: Google Analytics, 12
Month Average 2012
WCVB Mobile
Expandable Ad Units
• Products expand to take over the entire screen of smartphone/tablet (IAB Ad – HTML5 or HTML5
Mobile Banner Ad).
• Expanded unit can include logos, images
and photos and can also have interaction
the highlight device functionality.
• Expanded HTML5 Modules can be
added to the pages to create dynamic
interactive ad experiences through videos,
image galleries, puzzles, mapping and
lead generation forms.
CLICK HERE FOR A DEMO
Why Mobile…
By 2013, more people will use mobile
phones than PCs to get online.
Source: Gartner, 2010
Early adopters of mobile advertising have the benefit of
novelty – utilizing this new and effective form of
advertising will inject energy into your brand.
–1 in 10 mobile web users said they have made a purchase based
on a mobile web ad.
–23% said they have visited a website because of a mobile ad.
–13% said they have requested more information about a product
or service after viewing a mobile web ad.
–11% said they have gone to a store to check out a product
because of a mobile web ad.
Source: Online Publishers Association
Thank You

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