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An Entirely New Way to Buy Premium Online Advertising


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Brand Matters ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach Upfront Transparency Simplicity

“Brands are the solution, not the problem Brands are how you sort out the cesspool.� Eric Schmidt - CEO, Google

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One Simple Buy. Only Premium Publishers. Complete Transparency. Home

Advertiser Solutions

Getting Started

Measuring ROI

Brand Matters ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach Upfront Transparency Simplicity

“You need to roll all this inventory up to get scale... This is not a direct marketing medium solely, it is also a branding medium.� Wenda Millard, co-CEO Martha Stewart Living Omnimedia

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One Simple Buy. Only Premium Publishers. Complete Transparency. Home

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Brand Matters ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach Upfront Transparency Simplicity

Like traditional media, we believe branded digital content has a positive halo effect for brand advertisers A recent study by the OPA proves that your ad on a branded content site will have greater impact throughout the purchase funnel Ads on branded content sites doubled purchase intent and tripled brand favorability compared with ad networks*

*Online Publishers Association Study, Improving Ad Performance Online, August 2008

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One Simple Buy. Only Premium Publishers. Complete Transparency. Home

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Existing Challenges ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach Upfront Transparency Simplicity

“Premium” networks can be misleading ✓Do not provide 100% branded content ✓Positions not guaranteed ✓Varying degrees of transparency

Branded content sites are hard to buy directly for reach and frequency based campaigns ✓Limited scale ✓RFP process ✓Long lead time ✓Frequency control Home | Advertiser Solutions | Getting Started | Measuring ROI


One Simple Buy. Only Premium Publishers. Complete Transparency. Home

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ShortTail Solution ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach

We are an alliance of the world’s best news, information and entertainment sites that delivers the best audience on the web

Upfront Transparency Simplicity Limited categories only

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Home | Advertiser Solutions | Getting Started | Measuring ROI


One Simple Buy. Only Premium Publishers. Complete Transparency. Home

Advertiser Solutions

Getting Started

Measuring ROI

ShortTail Solution ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach Upfront Transparency Simplicity

We partner with dozens not hundreds (and certainly not thousands) of sites, marrying top consumer brands with top branded content ShortTail offers: ✓Audience channels across our premium sites only ✓Frequency control across entire buy ✓Aggregated site research ✓One RFP, one report, one bill

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Worried your ad will appear next to this?


One Simple Buy. Only Premium Publishers. Complete Transparency. Home

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ShortTail Solution ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach Upfront Transparency Simplicity

“We in late July saw three of our banner ads on sites that we absolutely would not want to associate with.� John Harrobin Senior Vice President of Marketing and Digital Media Verizon Wireless Home | Advertiser Solutions | Getting Started | Measuring ROI


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Quality & Reach ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach Upfront Transparency Simplicity

These two campaign objectives are no longer mutually exclusive; 72MM of the most engaged consumers on the web with 43% of active reach. ✓Your message will be adjacent only to professional, authoritative and trusted content ✓Ads will only appear above the fold in prominent positions

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Confused by networks?


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Upfront Transparency ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach Upfront Transparency Simplicity

Now you pick every site upfront from our audience channels of 100% elite publishers ✓No algorithms, no semantic technology, no facial recognition ✓Choose a minimum of 5 sites in our audience channels for maximum flexibility, reach and quality environment ✓Our site list consists of only premium publishers - not a blend of unknown properties

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One Simple Buy. Only Premium Publishers. Complete Transparency. Home

Advertiser Solutions

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Upfront Transparency - Audience Channels ______________________________________________________________________________________________________________________________________________

Brand Matters

Business
&
Finance

Existing Challenges

BusinessInsider.com FoxBusiness.com MSNBC.com Salon.com Time.com USAToday.com

ShortTail Solution Quality & Reach Upfront Transparency Simplicity

Entertainment AEtv.com Biography.com Reuters.com
(Entertainment) Salon.com USAToday.com
(Life) UsWeekly
(UsMagazine.com)

Lifestyle BET.com CoastalLiving.com CookingLight.com FitnessMagazine.com LadiesHomeJournal.com More.com MyRecipes.com MyHomeIdeas.com Reuters.com
(Lifestyle) SouthernAccents.com SouthernLiving.com Sunset.com USAToday.com
(Life)

Sports
&
Recrea6on CBSSports.com FanNaJon.com Golf.com MLSnet.com NHL.com NYTimes.com
(Sports) Reuters.com
(Sports) SportsIllustrated.com USAToday.com
(Sports)

News
&
Informa6on FoxNews.com History.com MSNBC.com NYTimes.com PoliJco.com Reuters.com Salon.com Time.com USAToday.com

Travel CoastalLiving.com Sunset.com SouthernLiving.com USAToday.com 10best.com

*Some
sites
may
not
be
available
for
specific
adverJsers.
No
more
 than
20%
of
a
media
buy
may
be
served
on
a
single
publisher
site **Limited
categories
only

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Working until midnight on last minute RFP’s?


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Simplicity ______________________________________________________________________________________________________________________________________________

Brand Matters Existing Challenges ShortTail Solution Quality & Reach Upfront Transparency Simplicity

Painless: One call and one RFP will get you 100% premium positions Speedy: Access to 72MM+ unduplicated US readers in as little as 48 hours Pristine: No sacrifice in quality

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Who said click-throughs were the only measure of success?


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Launch Partner Studies ______________________________________________________________________________________________________________________________________________

Launch Partner Studies

ShortTail Media would like to sponsor a study that evaluates the power of premium content by partnering with an agency & marketer to measure: Methodologies: Measuring Sales Impact ✓For CPG marketers - Measure impact via Nielsen NetEffects ✓For Automotive marketers - Measure impact via JD Powers PIN ✓For all others - Evaluate best source based on specific category ✓Custom studies available to best measure your product

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Click-Through + View-Through = ROI Measurement ______________________________________________________________________________________________________________________________________________

Online advertising ultimately results in incremental purchasing by meeting brand objectives like: ✓Heightened brand awareness ✓Improved attitudes toward the brand ✓Increased purchase intent

Online ad exposures yield a lift in important online behaviors ✓Brand site visitation ✓Trademark searches *comScore Brand Metrix, Norms Database, November 2008

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Click-Through + View-Through = ROI Measurement ______________________________________________________________________________________________________________________________________________

The weeks following an exposure to a display ad show substantial visitation to advertiser’s websites ✓65% increase in life in the week following first exposure ✓46% increase over the 4 weeks following first exposure ✓Click rate below 0.1%

Display ads cause an increase in search queries that involve the advertiser’s trademark brand name ✓52% avg. lift in branded trademark searches the week following first ad exposure ✓38% avg. lift in branded trademark searches in the following four weeks *comScore Brand Metrix, Norms Database, November 2008 Home | Advertiser Solutions | Getting Started | Measuring ROI


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Display Boosts Search Performance _______________________________________________________________________________________________________________________

Consumers exposed to display advertising are more likely to search for brand and segment terms, and 22% more likely to produce a sale than those unexposed

Source: Specific Media at cited in press release, December 2008

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ShortTail Media  

An alliance of the world’s best news, information and entertainment sites that delivers the best audience on the web in one simple call

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