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How to advertise your business online
You may have begun to think
about advertising your business
online.
You may or may not know a lot
about how to get your
advertising message online.
It is our goal to educate you
how online advertising works.
This presentation is designed
as a quick reference. For more
information please contact a
Vindy.com media consultant.
This primer will describe the following:
1) Why you should advertise online
2) How online traffic is measured
3) How to get your ad online
4) Standard Online Ad Sizes (IAB)
5) Unique Online Opportunities
6) Key Terms
7) Reach, Frequency, Cost-Effective
8) Testimonials
Why advertise online?
Thoughts from Earl Cox - Martin Agency
Independent consumer research shows that
newspaper advertising is a “destination” for many
consumers, not a distraction to be avoided. For
them, advertising is a desired part of the content.
You might even say it’s the original branded
content. In the language of the Internet, it’s opt-in
advertising in an opt-out world.
When you combine readership (not just paid
circulation) of the core product and niche
publications with unique visits to newspaper Web
sites, newspaper media are growing at a doubledigit rate—diversification and growth that will
surprise many advertising decision makers.
Why advertise online?
Reaching Consumers
When and Where They Want
“Newspapers have broadened their reach
by growing their audience’s news consumption
from a print-only readership to an online edition,
knowing that internet savvy users are sometimes
only consuming news online.”
Charles Buchwalter,
VP Client Analytics,
Nielsen/NetRatings
Profile of an
Online Newspaper User
84% recently shopped online
82% recently bought online
69% are online daily at work
63% check news daily
Mean Age: 38
54% College Educated
HH Income: $70,000
Hours Online/Week: 19
Source: How America Shops and Spends, MORI 2005
57% have home broadband
We’re not RE-INVENTING The Wheel!
Advertising Online is very similar to advertising in
traditional media (TV, Radio, Print)
It’s still all about getting your advertising message out
in front of the readers or viewers. That message
should have a call-to-action or be a “keeping your
name out there” ad.
As people read the news each day, you can get your
message out in front of them, and get them on your
website AND in your store/location.
This is a benefit to you the advertiser because it allows
you to invest your advertising dollars towards your
potential customers.
How Online Traffic Is Measured
We encourage advertisers to delete the term “HITS” from their web
vocabulary!
Every time any information is accessed from a server, such as a file,
graphic, image, logo, type, hyperlink, - a hit is recorded.
On the Vindy.com home page, we might record up to 35 hits as one page
loads for one reader.
We recorded over 14 million hits in a single month.
HITS ARE NOT PEOPLE!
More important to you is who is reading the site!
Standard Internet Traffic Metrics
Monthly Visits: Each time a reader comes to the site it is
recorded as a visit.
Unique Visitors: (Also known as different readers) This is the most
important measurement for online traffic. This metric tells you, the
advertiser, how many different people you can reach with your message.
If a user has visited in the past 30 days, then that visitor is not counted as
another unique user.
Vindy.com averages over 260,000 unique visitors each month
Vindy.com/vindyJOBS.com reach even more unique visitors each month
Page Views: When a reader views (1) web page it is recorded as (1)
page view.
Vindy.com averages 3.4 million page views each month
Print & Online: Better Together!
Combining Print Advertising with The
Vindicator and Online Advertising with
Vindy.com provides the BEST REACH of any
media company in Mahoning & Shenango
Valleys. (Belden Research, 04)
How Does Vindy.com Compare
#1 Local Media Site
in the Mahoning & Shenango Valleys
•More traffic than all other local media
websites combined! (Belden Research)
•More TOTAL REACH than many other local Media.
How to get your ad online
Rotational Advertising
Most online advertising is placing your advertising message on a site and
rotating it throughout the site or sections of the site.
The online ads are impression or viewer based. An impression is every
time a reader views your ad while on the site. Online ads are guaranteed
ad views. We create online campaigns that deliver your advertising
message often as you like to your targeted audience.
Rotational Advertising on Vindy.com allows advertisers to reach the
broadest audience possible throughout a newspaper website. Like digital
billboard, advertisements ‘rotate’ with other advertisements in set
positions.
Run-of-Site Campaigns
Most campaigns are Run-of-Site (ROS). Similar to a ROP (Run of Paper)
campaign in the print newspaper. Your ad will literally rotate throughout
the site. Additionally, you may target your ad to several specific sections
of the site.
Standard Ad Sizes
Whether your campaign is a Run-of-Site campaign or targeting specific
sections, your ad will rotate into the standard ad size locations. For more
information about standard ad sizes, view the next page.
I.A.B. Standard Ad Sizes/Positions
There is an industry standard across the
world for ad sizes/positions developed by
the Interactive Advertising Bureau
(IAB.net). IAB standard sites use IAB
standard ad sizes, and place those ad
units in specific locations on a web page.
1
On Vindy.com, we follow Interactive
Advertising Bureau standard ad sizes:
(1) Leaderboard - (728x90 pixels)
appears at the top of pages
(2) Skyscraper (120x600) appears along
the right-hand side of pages
(3) Medium Rectangle (300x250)
appears on the home page and inside of
all editorial content.
2
3
The ads are used to promote company
product(s), create or improve brands, or
initiate immediate response through a
call-to-action message. All ads are linked
to the advertiser’s web site – giving
advertisers the opportunity to explain their
message beyond the advertisement. Most
online ads are animated or interactive to
use the audio and/or visual power of the
web. Ads appear 24/7 too!
Rotational advertising on sites
are priced on a cost per thousand
impressions (CPM) basis and discounts
are available for volume purchases.
Unique Online Opportunities
TARGET SECTIONS OF A SITE - Example: Local News, Sports, Etc.
CHANNEL SPONSORSHIPS - Channel Sponsorships present advertisers with an
exclusive opportunity to brand their company name through special online
content that reaches their target customer profile.
eMAIL MARKETING - Newspaper websites can build customized email campaigns
for advertisers to send individual special offers to an opt-in list.
DINING GUIDE - List your business in an interactive directory that provides detailed
information, links to your website/email address, pictures, logo, business
description, and more.
ASK THE EXPERT - Every business owner thrives on a good reputation. As the
local expert on a subject that is core to their business, our advertisers receive
their own mini-site on Vindy.com with links to their site. Experts also receive
own online display ads.
RATE BOARD LISTINGS - YOUR company can post YOUR current interest rates
for Mortgage, Auto, Home Equity, and CD/IRA/Investment Accounts under
several different terms. Participating companies receive a profile page and
online display ads.
HOME PAGE SPONSORSHIP - YOUR company can purchase 50 or 100% of the
ads for a 24-hour period on Vindy.com. With a 100% estimated share of
position, your ad will be on the home page midnight to midnight on the day or
days of your choice. Packages of one, five or fifteen days are available.
Key Online Terms
So you're ready to dive into the World Wide Web, huh? But do you know what
everything means yet? Let Vindy.com help you out. Listed below are some
terms that you'll hear often when you are talking about the world of the Internet.
Banner -(Online Display Ad) One of the many forms of online advertising. In a newspaper it's
called an ad space; on TV it's called a commercial.
Banner Rotation - Refers to an online banner advertisement being placed into a rotation with
other online ads.
Content - Refers to the articles, information, photos, audio & video files that make up a web site.
Hit - An imprecise term referring to the number of computer files (file, graphic, image, logo, type,
hyperlink advertisements) sent to a viewer's computer. One page could represent 50 hits.
For this reason, hits are NOT a valid standard to determine the traffic of a web site.
Home Page - Is the first page of a web site (when someone has multiple pages, the home page is
the first thing that will be shown on your browser).
ISP - Internet Service Provider. An ISP is a company that gives you the connection to the network
of computers so that your computer has the ability to communicate with other computers
(example: Zoom Internet, Road Runner, AOL, etc)
Text Link - Another popular way of promoting a web address. A text link is simply a word or group
of words linked to another web address.
Traffic - People who visit a web site are said to be traffic, the same way that a newspaper user is
considered readership.
URL - Universal Resource Locator, also referred to as a Domain Name. Simply put it's a web site
address. (example: http://www.vindy.com; www.vindyJOBS.com).
Web Site - A web site can consist of a single page or thousands of pages, depending on how indepth you want to get (Vindy.com consists of thousands of web pages). Once you type in a
company's web address or URL it will direct you to your destination (not much different than
dialing someone's phone number).
Advertiser’s 3 Best Friends!
There are 3 factors you should consider when placing an
advertisement with any medium. Online newspaper websites are
well suited to deliver.
REACH - It’s important to reach the maximum audience
with your advertising message. With Vindy.com &
vindyJOBS.com you can reach a mass audience of more than
260,000 unique adults each month!
FREQUENCY- Frequency is the number of times
your advertising message is delivered over a period of time.
National research studies demonstrate the concept of effective
reach. We know that often it takes us more than one exposure to
an ad to respond. Vindy.com designs programs tailored to your
frequency objectives.
COST-EFFECTIVE
- “How much will this
cost me?” You’ve probably asked this question before. Vindy.com
is not only bigger than the rest - but better in cost-value analysis.
Check out what some of our clients have to say about us on the
next page.
Ask Our Clients About Vindy.com
Vindy.com has helped many
area businesses reach their
marketing goals. Contact us
now so Vindy.com can help
your business reach yours!
“As one of the country’s leading retirement living destinations, not only do many of our
residents move to Copeland Oaks from the Mahoning Valley, but many move to Copeland
Oaks from other parts of the U.S. Being a part of Vindy.com has helped us effectively
deliver our message to people locally, as well as outside of Ohio.”
Jeff Bassett
Copeland Oaks
“Vindy.com has helped us to continue to brand Carlson Wagonlit Travel as the local expert in
travel. With the ASK The Expert program, we are able to generate new leads and interact
with customers in a new and exciting way.”
Julie Costas
Carlson Wagonlit Travel
“Vindy.com was one of the first sites we’ve advertised on. I was nervous at first, but my
account representative made it easy very to understand. There were a lot of options for both
ad placement and cost. It was very easy to find an option to fit Armstrong’s budget and
advertising needs.”
Krista White
Armstrong Cable
“We have enjoyed the partnership with Vindy.com. This service has helped us get more
business from local guests and from those that have moved away and still like to keep up on
local happenings. The Restaurant Dining Guide has helped with locals that wanted to try
something different but the Yellow pages don’t give you enough information. It is a fantastic
tool to get your products out there for all to see. Highly recommended.”
Kimberly Hladun
Nicolinni's Ristorante
Get Online Today!
For a FREE consultation or to request a Vindy.com media kit,
please contact:
Vindy.com
John Hitchcock
PH: (330) 747-1471 ext. 1255
FX: (330) 747-8135
[email protected]
Advertising Info: http://www2.vindy.com/advertise/
To view this full presentation, please visit:
http://www2.vindy.com/advertise/how2.php