Digital LOCAL PARTNER LEGACY OF TRUST LEADER IN DIGITAL

Transcription

1 Digital LOCAL PARTNER LEGACY OF TRUST LEADER IN DIGITAL

2 There Is No Digital Strategy Anymore, Just STRATEGY IN A DIGITAL WORLD 2

3 ABOUT US Orlando Sentinel Media Group is a cutting-edge, multimedia company with the technology and data to precisely target your message to any audience. Our digital experts are dedicated to providing unique solutions designed to generate traffic and build your brand. We are your local, trusted media partner, with a history of success in serving businesses big and small. We ll help you market your business in a digital world.

4 orlandosentinel.com facts 4

5 orlandosentinel.com OrlandoSentinel.com Central Florida s #1 LOCAL MEDIA WEBSITE Use our popular content to elevate your message and reach your active audience 24 hours a day. OrlandoSentinel.com is a trusted brand in Metro Orlando with a quality audience, award-winning journalism and unique, custom digital and content solutions to drive results for your business. ORLANDOSENTINEL.COM Traffic Source: SiteCatalyst January June AVG. MONTHLY TOTAL FLORIDA ORLANDO DMA Page Views: 19.3M 9.5M 6.9M Unique Visitors: 5.8M 1.9M 1.1M 5

6 website traffic COMPETITIVE RANKING BASED ON UNIQUE VISITORS/VIEWERS (comscore data) OrlandoSentinel.com +17% YOY WESH.com ClickOrlando.com FloridaToday.com WFTV.com MyNews13.com FoxOrlando.com OrlandoWeekly.com 8% YOY -45% YOY -1% YOY -74% YOY 377% YOY *N/A -52% YOY * FoxOrlando reporting is only available May 2017 Dcember Source: comscore, May 2017 May 2018, Average Monthly Audience; YOY compares total unique visitors in May 2017 vs. May 2018; Multi-Platform; United States; Desktop Age 2+ and Mobile Age 13+. Average Monthly Unique Visitors in Millions 6 OrlandoSentinel.com consistently ranks as the top local media website in the Central Florida area

7 reach locals & tourists Central Florida is a unique market. In any given week, there are 4.3 million residents mingling with nearly 1.4 million visitors FLORIDA From Within Florida Top DMAs to OrlandoSentinel.com 1) Orlando/Daytona /Melbourne 2) Tampa/St. Petersburg 3) Miami/Ft. Lauderdale 4) Jacksonville/Brunswick 5) Gainesville 6) West Palm Beach/Ft. Pierce OUT-OF-STATE: 44% FLORIDA: 56% ORLANDO DMA: 38% We can help you reach not only the local audience, but the out-of-market tourists too FLORIDA From Outside Florida Top DMAs to OrlandoSentinel.com 1) New York 2) Atlanta 3) Washington D.C. 4) Los Angeles 5) Chicago 6) Houston Source: Visit Orlando; Claritas, 2018; SiteCatalyst January June

8 ORLANDOSENTINEL.COM LOCAL VISITOR profile $72,000 avg. household income (+$10,700 to DMA) 70% employed (vs. 54% in DMA) 38% college graduates (vs. 25% in DMA) 39 median age (-12 years to DMA) 51% white collar occupations (vs. 34% in DMA) 97% own a smartphone or tablet (vs. 89% in DMA) 90% shopped for items on the Internet past year (vs. 72% in DMA) $960 avg. amount spent on Internet purchases* (+$128 to DMA) * Past year Source: Scarborough 2018, R1; Based on Orlando DMA adults who visited OrlandoSentinel.com in the past 30 days vs. Orlando DMA adults as a whole. 8

9 age ORLANDOSENTINEL.COM LOCAL READER COMPOSITION REACHING YOUNG, AFFLUENT & DIGITALLY ENGAGED READERS Boomers (55+) 18% GenXers (35-54) 39% Younger Millennials (18-24) 14% Older Millennials (25-34) 29% Total Millennials (18-34) 43% Source: Scarborough 2018, R1; Based on Orlando DMA adults who visited OrlandoSentinel.com in the past 30 days. 9

10 % OF UNIQUE VISITORS connect TO CONSUMERS 70% 50% 30% DEVICES USED TO VIEW ORLANDOSENTINEL.COM Mobile Phone Desktop Tablet 10% -10% R E A C H I N G A N Y O N E, A N Y W H E R E A T A N Y T I M E PEAKS BY DEVICE TYPE TABLET 4AM 6AM & 6PM 9PM DESKTOP 7AM 4PM MOBILE PHONE 4PM 6AM Source: SiteCatalyst, Device Type Report, July

11 top CHANNELS OrlandoSentinel.com Channel Traffic AVG. MONTHLY NEWS TRAVEL SPORTS HOME PAGE BUSINESS ENTERTAINMENT Page Views: 7.4M 2.0M 1.7M 1.7M 1.5M 1.4M Unique Visitors: 2.5M 591, , , , ,800 Source: SiteCatalyst January - June 2018 Monthly Average. 11

12 e-edition reach some of our most loyal and engaged readers Orlando Sentinel E-Edition Optimize your presence digitally in the E-edition of the Orlando Sentinel. Be seen on the Reskin and Leaderboard/ Mobile Banner Ad Units, as readers peruse a digital replica of our printed newspaper. LOYAL Avg. Monthly Traffic Page Views: 8.1 Million Unique Visitors: 73,800 LOCAL 79% of page views are from the Orlando DMA, and 88% are from Florida. ENGAGED Time Spent: Nearly 20 Minutes Tablet: 45% of Page Views Desktop: 36% of Page Views Source: SiteCatalyst, January June, Time spent is based on average time spent across all visits. 12

13 targeting STRATEGIES Target your ads to reach your most likely customers on OrlandoSentinel.com GEOGRAPHIC TARGETING Target by Geography: State, County or Zip DEMOGRAPHIC TARGETING Target by Demographic: Gender, HHI & Age Examples: Ages Gender Female Gender Male HHI $75K+ DAYPART TARGETING Target by Time of Day CONTEXTUAL TARGETING Target by Channel (ROC) Topic Targeting BEHAVIORAL TARGETING Target by Behavior in the Past 30 Days Examples: Auto Enthusiasts Entertainment Enthusiasts Social Facebook Users Technology Intenders Travel Intenders 13

14 high impact Use high-impact, rich media ad placements to really make a bold statement, capture attention and drive traffic to your website 14

15 homepage takeover HOME PAGE AVG. DAILY TRAFFIC Page Views: 54,500 Unique Visitors: 19,700 OWN THE ENTIRE PAGE ON HOME PAGE OR TOP SECTION FRONTS RESKIN Captivate your audience with a full screen reskin that includes clickable space surrounding the page BILLBOARD 970X 250/728x90/ 320x50 responsive sizes. This unique ad automatically displays as open, dominating the reader s attention while displaying your message. This eye-catching ad can be collapsed by the user. CUBE OR HALF PAGE 300x250 or 300x600 RESPONSIVE AD This responsive ad unit dynamically adjusts its size to be correctly formatted on the user s screen. The actual size of the ad optimizes depending on the device. MOBILE WRAPPER* This mobile rich media is high-impact, with a great user experience. There are four opportunities to engage top cover, both rails, in-content format and bottom cover. * Mobile wrapper is only included on homepage takeovers. Source: SiteCatalyst, January June 2018 (daily average Monday Friday). 15

16 Achieve high visibility with a billboard ad fixed placement on OrlandoSentinel.com s home page or section fronts. collapsed billboard rich media Billboard Rich Media open AD FEATURES: Oversized ad unit Automatically displayed as open each time the reader refreshes the page The reader can manually collapse and expand the message as needed Can include video or other rich media Open ad size: 970x250 Collapsed ad size: 970x90 16

17 lighthouse rich media Just as a lighthouse shines as a beacon, our NEW rich media ad unit is designed to guide consumers to your doorstep. With prominent positioning, the lighthouse ad is the first thing a consumer sees on the page. Light House Rich Media AD FEATURES: Appears below masthead and navigation bar, on story level only Responsive design allows the creative to scale proportionally to fit any device Can be targeted to desired audience Doesn t disrupt the user experience; simply scroll past the lighthouse to get to the story Ad size: 800 x 600 Optional: 320 x 270 for mobile In-unit video available 17

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19 a leader in video OrlandoSentinel.com reached a record breaking 36 Million video views in 2017 (+33% YOY) In the first 6 months of 2018, OrlandoSentinel.com averaged nearly 4.2 Million video views per month OrlandoSentinel.com won an Emmy for video coverage of the Pulse Nightclub shooting aftermath Source: SiteCatalyst, January June, 2018 and January December,

20 pre-roll video With pre-roll video on OrlandoSentinel.com, your :15 or :30 second spot appears before our video content. Pre-roll is available on all channels and is viewable across all desktop and mobile devices. We keep readers engaged with cutting-edge and awardwinning video journalism. Extend the reach of your television ad, on Orlando s top local media website. ENGAGE CONSUMERS WITH SIGHT, SOUND & MOTION Audience Targeting: OrlandoSentinel.com readers Average Click Through Rate:.80% Creative Accepted: :15 and :30 spots Average Completion Rate: 76% Source: Animoto. 20 4X as many customers would rather watch a video about a product than read about it

21 scroller VIDEO ON ORLANDOSENTINEL.COM The Video Scroller is high-impact with sight, sound and motion taking over the home page or channel front user experience. HERO RESKIN KEY FEATURES Geo & Audience Targeting None; 100% fixed channel takeover Page Loads On first page load: Full screen video ad automatically plays (one user per day) On second page load: The Hero Reskin will appear with the video playing in the header Audio & Video Features User-initiated audio; video hides as user scrolls down Creative Accepted One :30 spot; plays on all devices Video Scroller 1 st Page Load Video Scroller 2 nd Page Load 21

22 ORLANDO SENTINEL now midday news show Orlando Sentinel Now Orlando Sentinel Now is a live midday news show on OrlandoSentinel.com and on Orlando Sentinel s Facebook feed airing Monday-Friday at noon. Featuring the top news and quirky stories of the day, sponsors have the opportunity for fixed logo placement and a :15 or :30 second video right after the show and included in replays after the show that get up to 800 views during a 24-hour window. Build awareness with this engaging sponsorship. PRE-SHOW Presented by (sponsor name) in sitewide banner on OrlandoSentinel.com to encourage viewers to tune-in Fixed logo placement on 60-second countdown to show DURING SHOW Sponsor name in intro voiceover Fixed logo placement on TV screen in the background 100% fixed ads on page surrounding viewing screen POST-SHOW Your business tagged in a paid Facebook post, driving people to view recorded show Your video after the live show 100% fixed pre-roll to (3) postshow video segments

23 TV VIEWING IS shifting Consumers now fully control their TV viewing: watching what they want, when they want and how they want. Technology is enabling a shift away from interruption based TV with: DVR expansion Connected devices/smart TV Ad free subscription services CONNECTED TV 46% of local adults do not subscribe to cable up 31 percent since % of local adults who watched movies, TV shows or live sports using the Internet or apps in the past month Connected-streaming TV is a video served before premium content on leading connected TV providers Video begins playing automatically when the user chooses to watch a content video Access to over 150+ apps including Hulu, Watch ESPN, CBS and Fox News across TV, desktop, tablet and mobile Connected TVs are a growing trend, stemming largely from high-income households Source: Scarborough 2013 & 2018, R1 (Orlando DMA). 23

24 CONNECTED TV benefits Extend brand awareness to those who have decided to cut the cord Brand-safe, fraud-free, environment Targeted, engaged audience 95%+ completion rates (non skippable) Verified inventory Placement in premium content across platforms User-initiated and selected content Video creative :15 or :30 Campaign reporting full service campaign reporting and metrics 24 24

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26 Adults are at a smartphone penetration rate of 94% - Pew Research Study, 2018 why MOBILE In 2018, nearly 20% of Americans relied exclusively on smartphones to access the Internet - Pew Research Study, 2018 With 86% of Central Florida households owning a smartphone, it is ESSENTIAL to include mobile in your marketing strategy - Scarborough Research

27 mobile APPS Adults who use a mobile device to read a newspaper tend to be younger & more affluent than average. The Orlando Sentinel is a leader in Central Florida mobile. Our mobile apps generate nearly 2 million page views each month. ANDROID APP Page Views: 194,100 Unique Visitors: 4,400 Time Spent: 3.00 Min. IPAD APP Page Views: 301,100 Unique Visitors: 9,300 Time Spent: 3.72 Min. IPHONE APP Page Views: 711,100 Unique Visitors: 20,400 Time Spent: 3.78 Min 27 Source: SiteCatalyst, January June 2018; Scarborough 2018, R 1. Page Views and Unique Visitors are based on a monthly average; Time Spent is based on average time spent across all visits. 27

28 mobile rich media DESIGNED TO DELIGHT INSTEAD OF DISRUPT MOBILE PULL Mobile Pull Demo In-content placement Sequential messaging Awareness & storytelling MOBILE WINDOW Mobile Window (Elevator) More image is revealed as user swipes up Touch-controlled 28 placement Attention grabbing 28 MOBILE WRAPPER Mobile Wrapper Demo 100% SOV on home page or section front 4 ways to engage: top cover, both rails, in-content format, bottom cover High-impact & great user experience

29 mobile carousel Carousel Mobile Rich Media Over HALF of OrlandoSentinel.com s page views come from MOBILE platforms AD FEATURES Showcases various products or services Encourages browsing behavior Leverages swipe motion to drive engagement Each product can have its own destination URL PREVIEW Source: SiteCatalyst, January June,

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31 e-newsletters OrlandoSentinel.com E-Newsletters Connect with a digital audience of engaged readers who have asked to receive updates on topics that interest them most. Daily and weekly newsletters are delivered directly to the in-boxes of OrlandoSentinel.com subscribers. Your message is served in the form of marquee and cube ad units alongside our entertaining and informative content. DAILY E-NEWSLETTERS The Morning Report (Daily) Subscribers: 20,400 Unique Open Rate: 15% Breaking News Alerts (Daily) Subscribers: 18,200 Unique Open Rate: 17% Sports Final (As Needed) Subscribers: 1,600 Unique Open Rate: 13% GrowthSpotter (Monday - Friday) Subscribers: 1,400 Unique Open Rate: 39% Trending Weekly (Thursday) Subscribers: 120,800 Unique Open Rate: 15% College Sports (Wednesday) Subscribers: 1,900 Unique Open Rate: 20% Go For Launch (Wednesday) Subscribers: 3,100 Unique Open Rate: 25% Travel Unraveled (Thursday) Subscribers: 4,400 Unique Open Rate: 16% WEEKLY E-NEWSLETTERS Orlando Magic (Monday) Subscribers: 3,600 Unique Open Rate: 19% The Weekly Smile (Tuesday) Subscribers: 2,900 Unique Open Rate: 16% Food & Drink (Thursday) Subscribers: 5,500 Unique Open Rate: 13% The Health Report (Monday) Subscribers: 1,200 Unique Open Rate: 20% Theme Park Rangers (Tuesday) Subscribers: 24,200 Unique Open Rate: 13% Sentinel Insight (Sunday & Wednesday) Subscribers: 1,800 Unique Open Rate: 13% Subscribers updated June

32 admail & REACH YOUR BEST PROSPECTS QUICKLY AND EFFICIENTLY ADMAIL THIRD PARTY THIRD PARTY ADMAIL Targets our valuable Orlando Sentinel audience of highly responsive registered users who have opted in to receive an advertising message. Total Audience: 225,000 Unique Open Rate: 12% Select Audience: Gender, Geography & Age Range THIRD-PARTY BLASTS Using established partnerships, we segment and send targeted s to a list of recipients who fit your exact demographic and/or behavioral profile. Unique Open Rate: 7% 11% Select Audience: Geography, Highly Specific Demographics & Behavioral Interests are available

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34 custom channel sponsorships SPACE CHANNEL SPONSORED BY SPACE FLORIDA BE ALIGNED WITH CUSTOM CONTENT By partnering with the Orlando Sentinel, your business can sponsor any content on our website. Own relevant content with exclusive fixed positions, keeping your locations top-of-mind with Central Floridians. 34

35 advertorial paid posts 74% of OrlandoSentinel.com users accessed Facebook in the past 30 days. (vs. 63% in DMA) A BLEND OF NATIVE CONTENT & SOCIAL Advertorial Paid Posts allow you to publish advertorial content promoting your special offer, event or grand opening on OrlandoSentinel.com. We then utilize on-site native integration and social media to drive a targeted audience to your story. 1 Advertorial Story Published on OrlandoSentinel.com + Fixed Ad Adjacencies 2 Native Story Promotion on OrlandoSentinel.com 3 Promoted Facebook Post Targeting Your Desired Audience Source: Scarborough Research 2018, R1. Based on Orlando DMA adults that accessed OrlandoSentinel.com at least once in the past 30 days. 35

36 quizzes & CONTESTS OrlandoSentinel.com Contests SOCIAL, SHAREABLE, TARGETED Sponsor a unique and entertaining quiz or contest on OrlandoSentinel.com. Be aligned with interactive content that will be popular with your audience. Quizzes spread like crazy on social media, and all of those shares will mean lots of great exposure for your product or service. As part of the custom quiz, we can ask survey questions. Use that valuable information to generate leads and build a targeted list. Let us design a custom campaign to build awareness and increase traffic for your business. 36

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38 blog sponsorships OrlandoSentinel.com Blogs BE A PART OF POPULAR, RELEVANT CONTENT OrlandoSentinel.com reporters offer their insights and perspectives on all kinds of blogs covering the areas hottest topics. Sponsor a blog that aligns with your business, and be a part of interesting content that has a big following. Top Blogs on OrlandoSentinel.com THEME PARK RANGERS (on theme park news) AVG. MONTHLY TRAFFIC Page Views: 598,000 Unique Visitors: 290,300 POLITICAL PULSE (on local politics) AVG. MONTHLY TRAFFIC Page Views: 262,200 Unique Visitors: 175,300 TV GUY (on television) AVG. MONTHLY TRAFFIC Page Views: 242,400 Unique Visitors: 145,600 Source: SiteCatalyst, January June,

39 podcast sponsorships Connect with a growing audience of podcast listeners. Sponsors receive a 15-second commercial opportunity pre-show & mid-show, as well as 100% fixed ad units on the podcast page on OrlandoSentinel.com. Christina Grimmie: The Murder of a Rising Star 5-Episode Series College Gridiron 365 On College Football Nearly 400,000 Central Florida adults listened to a podcast in the past 30 days an increase of 60% in the past three years. OrlandoSentinel.com Podcasts Orlando Sentinel Conversations On What Makes Central Florida Tick Swamp Things On All Things Gators UCF Knights Talk On All Things Knights Chopping Block Talk On All Things Seminoles Launching Soon Orlando Magic & ProSoccerUSA podcasts. Working the Edge On High School Wrestling Tech Check On Central Florida s Tech Industry Source: Scarborough Research 2015 & 2018, R1. 39

40 prime audience REACH LOCAL BUSINESS LEADERS ENGAGED WITH OUR CONTENT AND YOUR ADVERTISING MESSAGE 2017 BEST BUSINESS/FINANCE WEBSITE GrowthSpotter is subscriptiononly business website and e-newsletter focusing on very early-stage property acquisition, new development and real estate financing, covering Greater Orlando. GrowthSpotter.com GROWTHSPOTTER.COM AVG. MONTHLY TRAFFIC Page Views: 145,900 Unique Visitors: 24,200 E-NEWSLETTER Subscribers: 1,573 Unique Open Rate: 41% Source: SiteCatalyst, January June,

41 reach local hispanics ElSentinel.com If you aren t marketing to Hispanics, you are missing a vital and growing segment of the local population. Hispanics make up 30% of the Metro Orlando Reach this valuable audience with ElSentinel.com the companion website to El Sentinel, the largest Hispanic newspaper in Central Florida. ELSENTINEL.COM AVG. MONTHLY TRAFFIC Unique Visitors: 46,900 Page Views: 109,800 FACEBOOK Followers: 22,062 Source: Claritas, 2018; SiteCatalyst, January June,

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43 reach extension BE SEEN ACROSS THE WEB ON POPULAR SITES THAT YOUR AUDIENCE IS READING We use technology and audience insights to run highly efficient digital ad campaigns. Our dedicated, in-house programmatic media-buying team monitors tactics and shifts budgets to the best performers optimizing toward your goals. LOCAL Your campaigns are handled locally by a team of digital experts. EXPERIENCED We have been on the forefront of programmatic real-time bidding since ADAPTIVE We are constantly adding new tactics to create more sophisticated campaigns, using emerging technologies to reach your targets. ANALYTICAL We can tie your campaign results to Google Analytics reporting, interpret this data, and make recommendations. 43

44 reach extension tactics REACH THE RIGHT PERSON AT THE RIGHT TIME WITH THE RIGHT MESSAGE EXTENDED REACH (RON) Maximize reach across a wide variety of websites CONTEXTUAL Place your ad adjacent to relevant content ADVANCED AUDIENCE Serve your ad exclusively to users who fit your target demographic HYPERLOCAL Target consumers on mobile & tablet devices based on geographic location MOBILE GEO RETARGETING Reach your audience on mobile & tablet devices based on locations they have visited in the past CONNECTED TV Reach an audience on their smart TVs as they are watching their favorite shows SITE RETARGETING Reconnect with customers who have already visited your website or clicked on your ads VIDEO Reach consumers across video content NATIVE Align your ads with the look and feel of their environment SEARCH RETARGETING Reach your audience based on their previous search history CATEGORY Target via a mini network of websites based upon your category of business APP RETARGETING Serve your ad exclusively to users who have certain apps downloaded on their smartphones 44 44

45 digital marketing solutions 45

46 seo be seen & capture share Search Engine Optimization (SEO) can move your business above the competition in online searches, creating strategic, long-term results to ensure consumers find your business. We dive deep into every aspect of your web environment, including the competitive landscape, link architecture and what s affecting search results on and off the pages. We then develop a roadmap of site updates needed to deliver results. SEO packages vary to fit your needs and your budget including up to 100 keyword and geo combinations. All packages include: Dashboard Reporting Monthly Call With Strategist On-Site & Off-Site Optimization Tactics seo 75% of users never scroll past the first page of search results 46

47 ppc reach consumers actively searching ppc Pay Per Click (PPC), or Paid Search, is highly-targeted advertising based on keywords specific to your business within your designated market area. Control who sees your message through strategic ad placement. Our expert team s hands-on approach to PPC means you bid on the right keywords to bring in qualified traffic that creates results that matter. Our detailed reporting shows you exactly what you want to see: results. Dashboard Reporting Monthly Call With Strategist Google Ad Words by Default, Bing Available by Request 47

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