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Digital Product Overview

Observer Digital Solutions 2013 Product Overview Presented to: Dylan Harrison August 23, 2013

Digital Product Overview 36.3 Million Page Views 3.3 million Unique Visitors Home Page 6.5 Million Page Views News 4.5 Million Page Views Sports 3.6 Million Page Views Entertainment 2.4 Million Page Views Business 865,000 Page Views Source: January 2013 Omniture

Traffic Update Audience Snapshot (Past 30 days) DMA

Gender Men Women Age 18-34 35-54 55+ Level Of Education College + Household income (HHLD) $75,000+ $100,000+ Children In Home Yes No Home Ownership Own Rent Market Value Of Home $250,000 + $500,000 + Time In Present Home 5+ Years 10+ Years

Digital Product Overview Index

49% 51%

55% 45%

114 87

29% 39% 32%

35% 46% 19%

118 118 61




27% 14%

46% 26%

169 192

39% 61%

49% 51%

126 83

71% 26%

77% 20%

109 79

15% 3%

23% 5%

154 173

62% 43%

55% 35%

89 81

Source: 2011 Scarborough, R1 (Base: Charlotte DMA Adults: 2,253,600)

Digital Product Overview •Peelback

Premium Positions

•Sliding Billboard

•Floorboard (follows fold)

Digital Product Overview

Roadblocks •Homepage •Sports •Entertainment •Living Here •Business •Opinion

Digital Product Overview Premium News Network


Extend your reach across the country through a network of high-quality newspaper, broadcast, radio and magazine sites.

300x250, 728x90, 160x600

Digital Product Overview Premium News Network Sample Site List • • • • • • • • • • • • • • • • • • •

• • • • • • • • • • • • • • • • • • • • TwinCities

Digital Product Overview Yahoo!:  America’s # 1 news & information web portal  Reaches 74% of online users in U.S.  Leading edge technology gives advertisers new ways to target consumers in the Charlotte DMA.

1. Demographic: Age & Gender 2. Geographic 3. User System 4. Time of Day 5. Behavioral Targeting




Digital Product Overview

300x250, 728x90, 160x600

Digital Product Overview Advanced Audience Network Sample Site List • • • • • • • • • • • • • • •

• • • • • • • • • • • • • • •

• • • • • • • • • • • • •

Digital Product Overview Behavioral Targeting Behavior targeting segments are identified by history of searches and online content consumption. Client’s ads are served to the segment as users visit any site within the network.

Demographic Targeting Age, Gender, HHI, Ethnicity Job Title Targeting

300x250, 728x90, 160x600

Digital Product Overview Contextual Targeting

 Ads are served next to articles and internet content across the Advanced Targeting Network based on 10-15 keywords.

Campaign Keywords Cancer Dr. Smith First Choice Hospital Oncology Center Ovarian Cancer Chemotherapy Cancer Prevention Cancer Screening Cervical Cancer Cancer Specialists Cancer Women *Negative content filter 300x250, 728x90, 160x600

Digital Product Overview Search Retargeting - Delivers across the Advanced Audience Network Search Retargeting is a type of behavioral targeting. Segments are identified by keyword searches the user has performed.

The advertiser will choose a list of keywords. Ads will be served to users who have searched for those keywords as they access content within the Advanced Targeting Network.

Digital Product Overview Re-Targeting

Ads are then served to the user as they visit other sites within the network. Standard frequency: 3x/day x30 days Requires 5,000 monthly unique visitors 300x250, 728x90, 160x600

User visits client’s website and a pixel tracks visitor as a potential customer.

Digital Product Overview YouTube Display

Digital Product Overview True View Video Pre Roll

Arts & Entertainment Autos & Vehicles Beauty & Fitness Books & Literature Business & Industrial Computers & Electronics Finance Food & Drink Games Hobbies & Leisure Home & Garden Internet & Telecom Jobs & Education Law & Government News Online Communities People & Society Pets & Animals Real Estate Reference Science Shopping Sports Travel

Digital Product Overview Network Video Pre-Roll

:15 and :30 second spots available

Display banner ads also available

Digital Product Overview Mobile Monthly Page Views: Monthly Unique Visitors:

3,600,000 290,033

• Mobile phones are typically a single-user device, creating high user engagement • 56% of smart phone users access the mobile internet weekly • 68% of smart phone users feel positively engaged while using the mobile internet • Most mobile sites allow one ad unit per page, offering exclusivity and high visibility for the advertiser • Mobile web users were most likely to notice and click on web banners and takeover ads versus other mobile advertising Run of Network Source: January 2013 Omniture, Insight Express Mobile Consumer Research, April 2010

Digital Product Overview

•Click To Text

Hyper Local Mobile Network •Location gained through GPS coordinates •-80% of inventory runs on mobile apps •-20% of inventory runs on mobile browser •Channels: Health, Moms, Business, News, Entertainment, Auto, Travel, Hispanic, Sports

Digital Product Overview

Tablet Advertising

Digital Product Overview Non-Observer Opt-Ins Opt-Ins Local, trusted media partner

Targeted national database

Email Marketing • Exclusive • Target by gender, age, & geography (zip code, city, county). • Subject line and email content co-branded with

Average open rate for Observer emails is 8.96% Average click rate for Observer emails is 0.44% Based on P12 2012 and P1 2013.

• Hundreds of target categories available, including demographic, geographic, lifestyle, shopping, • 100,000+ registered users health and B2B categories. within the Charlotte DMA. • 100 Million+ email addresses are available within the U.S.A. • Scrubbed Daily

Digital Product Overview Mobile Enabled Micro Site •Effective Templated Solutions •Social Media Integration •Doubles as a traditional website • Rich Analytics •Optimized For Mobile Search.….Get Found!!

•Up to 10 pages •Call Tracking, Recording •Click-to-call •Contact us forms •Coupons •Videos, Pictures, Text • Interactive Mapping

Digital Product Overview Impress Social

Digital Product Overview Search Engine Marketing

$63,537 < Sponsored Links



< Organic Search Results

< Sponsored Links

Digital Product Overview Know what customers are saying about you and your competitors.

Reputation Intelligence



Get more traffic to your website. SEM is the #1 traffic referral source for most websites.

Traditional Media

Impress Local

Landing Page

Ads link to your website or landing page increasing awareness and brand identity.

Where sales are madeâ&#x20AC;Ś. or lost!

Social Targeting

Detailed Reporting Connect one-on-one with potential customers. Captures all elements of the campaign for detailed reporting and ROI analysis.

Engage with readers who can buy your products.

Digital Product Overview Deal Saver

Digital Product Overview Toolbox:



Banner Ads


•Creative Design

Email Blasts

•Landing Page Design

E-edition Double Trucks


•QR Code Development

Hyper Local Mobile


Video Pre-roll


•Campaign Optimization

In-banner Video

•Key Word


Rich Media Management



Daily Deal Event Marketing

•Time of Day/Week

•Research Department

Social Media

•Event Based

•Media Planning Team

Search Engine Marketing

•Ethnicity, Age, Gender




•User System

Mobile Optimized Micro Sites

Digital Product Overview

Thank you for your time! Questions? Please call: Pamela Wynn 704-358-5315

Charlotte Observer Media Kit 2013  
Charlotte Observer Media Kit 2013