Download - GALVESTON MARKETING

2016 Media Day
Who We Are
A Trusted Brand
 Commitment to Excellence. The award-winning KPRC
Local 2 News team offers quality, integrity and accuracy.
 Seasoned Team. KPRC-TV provides Houstonians with all
the important news they need to plan their day - breaking
news, strong investigative reporting, top-notch weather
coverage, sports, and traffic – all delivered by our
likeable and trusted hometown personalities.
 Reach. KPRC Local 2 reaches nearly 3.2 Million P18+ each
month and 1,542,000 households weekly.
(Su-Sa 5am-5am).
 Quality. You get more bang for your buck with quality
programming targeted to the right demographics.
Consistently the leading station of choice for P25-54 with a
HHI of $75K+and$100K+.
Quality Programming
•
KPRC offers top-quality NBC dramas,comedies,
alternative series and news programming.
•
KPRC is home to The Today Show, Nightly News with Lester
Holt, Meet the Press, The Tonight Show, Late Night with Jimmy
Fallon and Saturday Night Live.
•
•
Top syndicated programs include Entertainment
Tonight, Dr. Phil, and Extra.
•
KPRC continues its tradition of excellence offering
premium sports such as the Olympics,Sunday Night
Football, Notre Dame Football,, French Open Tennis, Golf
plus many more high-profile sporting events.
RP25-54
HHI $75K+
Index
P25-54
HHI $100K+
Index
KPRC
2.0
137
2.2
153
KTRK
1.7
116
1.1
79
KHOU
1.1
105
0.9
87
KRIV
0.7
64
0.6
52
RP25-54
HHI $75K+
Index
P25-54
HHI $100K+
Index
KPRC
1.8
122
1.8
128
KTRK
1.9
96
1.3
70
KHOU
1.5
112
1.6
120
6am News
6pm News
#1
#1
Source: Nielsen Live+SD. January – March 31, 2016
#1
#1
The Most Affluent TV Audience in the Market
GENDER
Women
Men
50.6%
49.4%
EDUCATION
High School Graduate
Some College 1-3 years
College Graduate
Some Post Graduate
Post Graduate Degree
Some high school or below
24.6%
35.5%
17.6%
3.2%
10.1%
9.1%
100
100
80
119
121
155
121
62
AGE RANGES
18 - 24
25 - 54
55 – 64
65+
10.8%
48.0%
19.8%
22.2%
81
101
114
161
OCCUPATION
Professional / Business
Mgmt/Business/Financial
Sales / Office
Construction/Maintenance
Service
18.4% 111
14.6% 111
8.1%
2.2%
4.8%
67
50
50
HOUSEHOLD INCOME
$75K or More
42.3% 116
$100 or More
26.3% 113
$250K or More
5.3% 138
YEARS LIVED IN HOUSTON
Less than 1 Year
7.7%
1-5 Years
26.0%
5-10 Years
17.9%
10+ Years
48.4%
Know More
READING THE INDEX:
Any number over 100 indicates an over index.
This means KPRC-TV News Viewers are more
likely to fall into that demographic area
64
92
84
125
The Most Affluent TV Media Website Audience
in the Market
GENDER
Women
Men
58.5%
41.5%
116
84
EDUCATION
High School Graduate
Some College 1-3 years
College Graduate
Some Post Graduate
Post Graduate Degree
Some high school or below
23.5%
42.2%
13.6%
1.7%
12.0%
3.5%
76
141
100
86
126
48
3.1%
77.6%
11.8%
7.5%
23
139
75
60
AGE RANGES
18 - 24
25 - 54
55 - 64
65+
YEARS LIVED IN HOUSTON
Less than 1 Year
9.7%
1-5 Years
32.5%
5-10 Years
16.2%
10+ Years
41.6%
OCCUPATION
Professional / Business
Sales & Office
Mgmt/Business/Financial
Construction/Maintenance
Service
18.8%
13.6%
15.7%
7.7%
11.4%
113
112
120
175
115
HOUSEHOLD INCOME
$25K or More
$35K or More
$50K or More
$75K or More
$100 or More
$250K or More
88.1%
81.6%
63.9%
47.4%
30.2%
6.6%
101
120
135
132
134
171
Know More
READING THE INDEX:
81
115
76
108
Any number over 100 indicates an over
index. This means that click2houston visitors
are more likely to fall into that demographic
area
Successful Partnerships
Committed and Connected
to the Galveston Area
Partnerships: Galveston Bay Estuary Program: Back The Bay
For the past 5 years, KPRC and Click2Houston have been Galveston Bay Estuary Program’s foundation marketing partner; helping
to promote and position their “Back the Bay” community outreach campaign. Our understanding and commitment to the
preservation of the Bay has led to additional relationships including promotion of Galveston Bay Foundation’s “Cease the Grease”,
“Bay Days” and “Bike Around the Bay”.
 Television Commercial Advertising
 Click2Houston Elements:
 Pre-Roll Video Messaging
 Sponsored Content
 Banner Advertising
 Click2Win Social Media Contests
 Dedicated Splash Page
 Television Commercial Advertising
 Click2Houston Elements:
 Pre-Roll Video Messaging
 Banner Advertising
 Click2Win Social Media Contests
 Dedicated Splash Page
 Homepage Takeover
 Site Retargeting
 Television Commercial Advertising
 Television Commercial Advertising
 ThisTV Commercial Advertising
Digital Marketing Trends
The Power of Digital Advertising
 Build trust and create brand awareness.
 The first step in brand building is to create awareness by informing your target audience
that you exist. With digital display ads, you can build positive brand perceptions and
reach new customers wherever they are on the web. More brand visibility increases
brand recall when customers need and want your products and services. This ripple
effect has been proven to influence both online and offline purchases.
 Get your message directly in front of your targeted audience.
 Online display advertising can be targeted to potential customers based on contextual
and behavioral data. Potential customers can be reached based on current and
historical online activities as well as personal affinities. Leveraging this information
results in showing relevant ads to your specific audience at the right time.
 Increase awareness of special promotions and offers.
 Display advertising can affect consumers at every stage of the marketing funnel from
awareness, education and evaluation, to purchase. According to a recent eMarketer
report, 61% of ALL online ad spends are from display ads. Incentivize potential
customers with special offers to help drive traffic to your place of business.
Advertising in Today’s
Complex Media World
Email
Blasts
Facebook
The last
5 years
• Media is evolving.
• Media consumption habits
are changing.
Satellite Radio
The last
10 years
• Advertisers must engage
consumers where they
spend the most time, and
are most influenced.
Direct Mail
Billboard
The first 50 years
Cable &
Satellite
TV
Radio
Internet
Mobile
& Text
• All media can be effective.
But they work in different ways.
Broadcast
TV
Twitter
Newspaper
Yellow Pages
Stages of the Purchase Decision Process
Awareness
Influencing
The
Decision
Reaching
Consumers
Early
Interest
Consideration
Want to Purchase
Visit Store/Website
Make The Purchase
Making A
Purchase
The 4 Digital Trends That
Are Reshaping Advertising
1. Mobile Video Advertising.
 Mobile video consumption is growing rapidly and providing advertisers
with a way to reach consumers when they are paying attention. Between
Q3 2012 and Q3 2014, smartphone and tablet video consumption grew
400 percent and now accounts for 30 percent of all online videos played.
The bigger iPhone 6 screen and the popularity of other ‘phablets’
(large-screen smartphones) also reflect the growing importance of
mobile video
Mobile video viewers are what you might call a "captive" audience. Even riding
in a car, people focus on their digital screens instead of the ads passing by in the
cityscape. When radio ads begin, people change the station. However, when
people are already looking at their smartphone, nothing is going to distract
them.
2. Sponsored Content or Native Advertising.
 When websites feature advertisements that emulate the content and style of their own
site, we consider it native advertising. Native ad spending will climb from $3.2 billion in
2014 to $8.8 billion by 2018, largely because advertisers are seeing above average
engagement with this format, according to an eMarketer forecast.
Native ads are typically long-form blog posts, infographics or videos that aim to
inform, entertain and inspire people without directly promoting a product. For
example, a banner ad from a clothing retailer might promote a winter clothing
sale, but a native ad from the same retailer might discuss winter fashion tips
instead. Typically, native ads are tagged with a disclaimer such as “sponsored
content”, “paid post” or “promoted by”.
If you’re targeting millennials, who tend to be put off by "salesy" ad content,
consider native advertising. Now that publishers are partnering with advertisers in
the production process (i.e. helping them write and edit), it’s easy to get expert
help.
Example
3. Behavioral data
 New channels, tactics, and payments models will only serve your marketing efforts if
ads reach the right people. Rather than spending your budget on a large set of
consumers, you can more efficiently use behavioral data to target people who fit
your customer persona. While advertisers commonly target individual websites
where they expect their customer to hang out, behavioral data improves upon this
approach by allowing you to target groups of people across multiple advertising
properties. Behavioral targeting providers can profile a group (e.g. mothers with
young kids) based on an analysis of online searches, Internet browsing habits,
purchasing history and much more. If you’re targeting specific types of consumers,
behavioral data can mean the difference between a bungled campaign and a huge
victory.
Checks weather on
local TV site
4. Social Media Advertising
 Online advertising has been rapidly on the rise this year, and in 2017 digital ad spend is
predicated to finally surpass TV! With a big chunk of this digital spend being allocated to
social advertising, this is a trend marketers cannot ignore in 2016. For
instance, eMarketer predicts social network ad spending will reach $35.98 billion in
2017, which will make up 16% of all global digital ad spend. You may be asking, how
can I best leverage social to gain traction on your competitors?
 Start by deciding which platforms are worth investing in for your audience. Are you selling
beautifully crafted handmade blankets? Then visual platforms like Instagram and Pinterest
may be the way to go. Are you in the B2B space? Facebook’s sophisticated targeting options
could be a good option to hone in on your target audience.
 Test your posts organically and promote the winners. Don’t just randomly allocate budgets to
blog posts that your teammate authored. Instead, promote the organic winners to up the
performance even more.
 Utilize action-oriented ad formats. Think Twitter Lead Generation ads and Facebook Click to
Website ads with call-to-action buttons. Encouraging people to do something instead of just
promoting your social account will be a better use of your ad spend.
Next Step:
1. Q & A
2. Digital Analysis for Your Institution?
Necole Goodman
Account Executive
KPRC-TV, Channel 2 NBC
D. 713.778.4813
C. 832.567.5988
[email protected]
www.Click2Houston.com
David Akindele
Digital Sales Engineer
KPRC-TV, Channel 2 NBC
D. 713.778.4884
C. 832.493.7598
[email protected]
www.Click2Houston.com