thewest.com.au Digital Overvie · Video 3-2-1 offers your brand premium positioned real estate on...
Transcript of thewest.com.au Digital Overvie · Video 3-2-1 offers your brand premium positioned real estate on...
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thewest.com.au – Digital Overview Presented: January 2016
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thewest.com.au | Overview
Nielsen Consumer & Media View Survey 06 2015 (Aug14-Jul15) National Online: Yahoo7, September 15
thewest.com.au is the preferred site for quality content; it reaches a professional, affluent audience.
41% 59%
Engagement:
18,441,809 page impressions
18.54 minutes spent per person, per month
Daily Average:
137,361 daily average unique users
614,727 daily average page views
Reach:
The West Australian reaches 1,858,061 Unique Users across the active Australian online population each month
Audience Flow:
Traffic to thewest.com.au tends to peak on Wednesday with Sunday the lowest traffic day.
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The West Australian’s digital and social media platforms continue to grow and offer
exposure to highly engaged audiences.
thewest.com.au’s digital audience in WA has grown 7.5 per cent year on year with mobile
access up 35 per cent since September 2014.
And, the latest Nielsen online ratings (October 2015) demonstrate that thewest.com.au
continues to attract a higher unique audience than local competitors and has 27 per cent
more page views than its closest local competitor.
Source: emma™ conducted by Ipsos MediaCT, People 14+ for the 12 months ending October 2015
Nielsen Online ratings October2015. All 14+
Go digital and get social with The West
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Yahoo Confidential & Proprietary 4
thewest.com.au is the preferred site for quality content
Nearly a third of web readers prefer thewest.com.au compared to WAtoday and PerthNow.
Readers who prefer thewest.com.au cite ‘quality content’ as the main reason.*
Nielsen Consumer & Media View Survey 08 2015 (Oct14-Sep15) National Online: Yahoo7, Dec 15
Appeal to a lucrative market of affluent consumers and big spenders on consumer goods.
Base: Western Australia, People 14+
Each month, thewest.com.au reaches a high value audience of:
228,000 (69%) grocery buyers
269,000 (82%) household decision makers (major categories)
82,000 (25%) managers and professionals
1 in 5 have investments of $100k-$500k
9% have investments of $500k+. That’s 11% higher than the
WA average.
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Unique Audience (Monthly)
40% more audience than WA Today
28% more audience than PerthNow
Source: Nielsen Online Ratings (Media View) Nov 14-Nov 15 Ave
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PRODUCTS
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STANDARD DISPLAY
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Ads units include the following standards
sizes:
MREC
Half Page
Leaderboard
Sky
NT1
Mobile Banner
Ads can target by:
Location – eg. WA
BT segments – eg. Grocery Buyers
Contextual – eg. Lifestyle section
Demo – eg. Women 25+
*Loading applies for extra targeting
Display | Standard Ads
Standard display ads run can run across the entire Yahoo!7 network and can have targeting applied to ensure ads are
reaching a relevant audience.
MREC
Leaderboard
NT1 Sky
Half Page
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Display | eDM
eDMs provide advertisers with a direct link to a users inbox with multiple eDMs available across the week. eDMs are bought
on a daily basis with 100% ownership of the MREC position for the day.
Travel Newsletter 14,000+ Subscribers
Sports Newsletter: 50,000+ Subscribers
Business Newsletter: 11,000+ Subscribers
30% Open Rate
Daily News Newsletter: 23,000+ Subscribers
Entertainment Newsletter: 19,000+ Subscribers
Client Rate:
$700+GST per send
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PREMIUM TAKEOVERS
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Homepage | Sponsorship
Daily Unique Users: 40,000
Daily Page Views: 245,000
Homepage Takeover: $5,500 +GST
Inclusions: Desktop • Gutters (left & right) 100% • Medium Rectangle 100% • NT1 strip 100% Mobile • Mobile Banner 100% • Medium Rectangle 100%
The Homepage Takeover is the entry point to thewest.com.au featuring top stories and modules linking to all areas of the
site. This premium placement is best used for a campaign launch as it provides broad reach and high impact across
desktop, tablet and mobile devices and will help to strengthen awareness of your brand.
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News Takeover | Sponsorship
Inclusions: Desktop • Gutters (left & right) 100% • Medium Rectangle 100% • NT1 strip 100% Mobile • Mobile Banner 100% • Medium Rectangle 100%
The News Takeover includes 100% SOV for the Latest, WA, National and World sub-sections on thewest.com.au. Sold on
as a daily buyout this premium position ensures broad reach and high impact across desktop, tablet and mobile devices.
Daily Unique Users: 94,000
Daily Page Views: 250,000
Homepage Takeover: $6,500 +GST
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HIGH IMPACT EXECUTIONS
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The Billboard is a unique branding opportunity which provides a highly visible and persistent canvas for advertisers to tell
their story. It’s flexible enough for customisation for a highly stylised and interactive user experience
The Billboard offers your brand premium positioned real
estate on thewest.com.au homepage.
Utilise this large format to promote your brand message
on our high reaching homepage.
Engage our audience through your creative which runs
auto initiated in the Billboard for 8 seconds in an non-
intrusive way.
The large format remains on the page until close is
initiated by the user.
Billboard : $7,500+GST
Billboard Takeover: $9,500+GST includes Gutters
and Med Rec
Example Test Link
High Impact | Billboard
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The Expandable Billboard is an extension of the Billboard that provides a richer and more engaging advertiser experience.
Available on the WAN homepage.
The Billboard Expandable utilises the prominent
screen presence of the Billboard, but also offers a
large additional canvas for immerse engagement.
Engage our audience through your creative which runs
auto initiated in the Billboard for 8 seconds in an non –
intrusive way.
The large format remains on the page until close is
initiated by the user.
Billboard Expandable: $8,500+GST
Billboard Expandable Takeover: $10,500+GST
includes Gutters & Med Rec
High Impact | Billboard Expandable
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Build anticipation with 3, 2, 1 Video format showcasing your TVC or video in an engaging and innovative format
Video 3-2-1 offers your brand premium positioned real
estate on thewest.com.au homepage.
The animated creative or video streams (without
sound) within the medium rectangle, drawing our
audiences’ attention to motion
Upon rollover, the countdown begins, building
anticipation
After the countdown page dims, the video with auto-
initiated sound plays and the audience can focus on
the video in a larger player
Video 3-2-1Takeover: $8,090+GST
includes Gutters & Med Rec
High Impact | Video 3-2-1
Upon rollover, countdown begins
Video opens up in larger window
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SECTIONAL TAKEOVERS
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Entertainment | Sponsorship
• Own the Entertainment section exclusively
across all four ad units
• Includes 100% SOV for the leaderboard,
medium rectangle and gutters across landing
page and all article pages
• Average 144,000 imps across four ad units
per day
• Choose any 5 days within the month subject
to availability for $7,300 +GST
*Forecast only, results may vary dependent on news day
Source: Yahoo! Digits 3(AU Ips) Sept 2015
The West Australian Entertainment reaches 110,579 Unique Users across the active Australian online population each
month
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Life+Style | Sponsorship
• Own the Life + Style section exclusively
across all four ad units
• Includes 100% SOV for the leaderboard,
medium rectangle and gutters across landing
page and all article pages
• Average 60,000 imps across four ad units per
day
• Choose any 5 days within the month subject
to availability for $4,500 + GST
*Forecast only, results may vary dependent on news day
The West Australian Life + Style reaches 73,349 Unique Users across the active Australian online population each month
Source: Yahoo! Digits 3(AU Ips) Sept 2015
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Business | Sponsorship
• Own the Business section 100% exclusively
across all four ad units
• Includes 100% SOV for the leaderboard,
medium rectangle and gutters across landing
page and all article pages
• Average 200,000 imps across four ad units
per day
• Choose any 5 days within the month subject
to availability for $9,800 + GST
*Forecast only, results may vary dependent on news day
Source: Yahoo! Digits 3(AU Ips) Sept 2015
The West Australian Business reaches 84,786 Unique Users across the active Australian online population each month
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Travel | Sponsorship
• Own the Travel section exclusively across all
four ad units
• Includes 100% SOV for the leaderboard,
medium rectangle and gutters across landing
page and all article pages
• Average 112,000 imps across four ad units
per 8 days.
• Choose any 8 days within the month subject
to availability for $2,000 + GST
*Forecast only, results may vary dependent on news day
The West Australian Travel section reaches 19,830 Unique Users across the active Australian online population each month
Source: Yahoo! Digits 3(AU Ips) Sept 2015
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SOCIAL + SPONSORED CONTENT
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Client mentioned in post and option tag to their
Facebook page encouraging users to ‘like’.
Link to sponsored content hosted on
thewest.com.au with article about the exhibition
A boosted post which can be targeted using;
Gender, Relationship Status, Educational Status,
Age, Location, Language and Interests (i.e Sport,
Food, Fashion)
Image included. Client can supply*
Client watermark/logo can be included on image –
80% transparency
* To be bought in conjunction with a sponsored content article
*Client supplied image to be signed off and approved by editorial ^Example post only – quiz not included in the cost
Facebook | Post Seven West Media WA is offering the opportunity for clients to leverage from our large Facebook audience. Whilst ‘straight
advertising’ within Facebook is already available, this opportunity ensures that is natively aligned with the largest and most
powerful media group in Western Australia.
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THE WEST AUSTRALIAN – 139K TODAY TONIGHT– 141K CHANNEL 7 PERTH – 66K 7 NEWS PERTH – 207K THE WIRE – 8.5K
ENTERTAINMENT – 1.2K FOOD + DRINK – 29K MIND + BODY – 22 businK )
BUSINESS (NEW)
SPORT – 22K
TRAVEL – 29K WEST WHEELS (NEW)
BROOME ADVERTISER 4K BUNBURY HERALD 1.2K BUSSELTON DUNS TIMES 2.9K GERALDTON GUARDIAN 11.9K
KALGOORLIE MINER 10.5K KIMBERLEY ECHO 2.6K MANJIMUP BRIDGETOWN 2.3K AUG/MARG RIVER TIMES 3k
NORTHERN GUARDIAN 1,071 NORTH WEST TELEGRAPH 3.1k PILBARA NEWS 5.6k SOUND/SOUTHERN TELE 2.4k
PHOTOS – 1.3K
ALBANY ADVERTISER 8.5k
HARVEY/WAR REP 1K
NARROGIN OBSERVER 61k
SOUTH WESTERN TIMES 6.3k
Seven West Media | Facebook
Landscape
* The West Social Media Manager to determine which Facebook pages are most appropriate for post
JOBFINDER
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1 x Facebook Post (includes boost)
1 x Sponsored Article* (supplied by client)
Total Investment = $2,500 +GST
*Display Ads (MREC + Leaderboard) must be supplied by the client
Facebook Post + Sponsored Content
1 x Facebook Post (includes boost)
1 x Sponsored Article* (written by SWM)
Total Investment = $5,000 +GST
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FACEBOOK POST
Image JPG or PNG 1200p x 1200p (can be supplied by client)*
Image must not contain text
Client logo for watermark on image (eps vector logo)
SPONSORED CONTENT ARTICLE
Images JPG or PNG 1200p x 1200p (can be supplied by client – max 4)*
Client existing content OR Brief/PR release (edited by editorial before going live)*
MREC - https://au.adspecs.yahoo.com/adformats/units/300x250/
Leaderboard - https://au.adspecs.yahoo.com/adformats/units/728x90/
*Client supplied image and content to be signed off and approved by editorial
Facebook Post Specs
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Performance
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What is native advertising?
28
na·tive ad·ver·tis·ing
n. A form of paid media where the ad experience follows the natural
form and function of the user experience in which it is placed.
F O R M Native ads match the visual design of the experience they live within, and look & feel like natural content.
F U N C T I O N Native ads behave consistently with the native user experience.
N A T I V E A D S : C O R E S I X 1. In-Feed Units 2. Paid Search Units 3. Recommendation Widgets 4. Promoted Listings 5. In-Ad with Native Elements 6. Custom/ ‘Can’t be Contained’
Yahoo 2015 Confidential & Proprietary.
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Yahoo 2015 Confidential & Proprietary. 29 29
The power of Yahoo7 native ads The most flexible and effective native ad platform reaching targeted audience with scalable results
to deliver brand, content and performance-based campaign objections.
Powerful targeting, optimization and creative tools combined with a simple campaign wizard will
tailor your campaign setup to align with objectives – ensuring you’re brand is setup for success.
Yahoo 2015 Confidential & Proprietary.
B R A N D
E N G A G E M E N T
C O N T E N T
M A R K E T I N G
P E R F O R M A N C E
M A R K E T I N G
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Native | Ads Native ad formats combine a variety of assets provided by advertisers in order to produce rich, compelling ad experiences.
These ads are displayed alongside page content and provide interaction and engagement superior to traditional display
advertising.
Harness the beauty of large images for vivid, personal
and emotional brand storytelling across desktop, mobile
and tablet
Native ads run across the entire Yahoo7! network,
including thewest.com.au
They sit in premium positions, seamlessly blending into
the page content
Work across desktop, mobile and tablet so only one
creative needed, but multiple allowed
Campaign is optimised towards a campaign goal, eg
click through to website or a ticket sale ensuring
minimum wastage and that client’s campaign objectives
are met
Client Rate:
$2.50 CPC (WA ONLY)
Ad Specs: https://au.adspecs.yahoo.com/adformats/native/native/
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1 x Sponsored Article* (supplied by client)
RON WA - Native Ads ($2.50 CPC)
Total Investment = $5,000 +GST
*Display Ads (MREC + Leaderboard) must be supplied by the client
Native Ads + Sponsored Content
1 x Sponsored Article* (written by SWM)
RON WA - Native Ads ($2.50 CPC)
Total Investment = $10,000 +GST
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Best Practices:
Example of Standard perfomers
Creative
• Good creative message with a compelling
graphic and a strong call to action
• Image with one face perform better
• The end user seeks benefits: ask a question,
solve a problem
• Image Feature a person enjoying the benefits
described
Assets
• Minimum 2 ads (preference is 5)
• Provide large Image (minimum 1200x627
pixels)
• Third party click and impressions trackers
• Creative needs to be live at least a week to
obtain learnings
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33 Yahoo 2014 Confidential & Proprietary.
Descriptions
• Make use of the 150 characters
• Use sentence case
• Sponsored By reflects brand, not URL
• Directly relate to landing page
Images
• 82x82 pixels
• Avoid logos since they may appear out
of place in the content stream
• Use compelling images: Images with
one face perform better
Titles
• Make use of the 50 characters
• Keep geo-targeting in mind
• Use title case
• Directly relate to landing page
Ads Specs
Best Practices
Yahoo 2014 Confidential & Proprietary.
https://au.adspecs.yahoo.com/adformats/native/native/
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Audience | Ads
Audience Ads work towards a performance
goal/objective – eg. Register your interest,
online purchase or click through to website.
Ads run across the entire Yahoo!7 network and
are optimised throughout the lifetime of the
campaign
Campaign is optimised against best performing
sites, ad units and creative messaging
Client provides various ad units:
MREC
Half Page
Leaderboard
Sky
Mobile banner
Client Rate:
$4 CPM (WA Only)
Yahoo Audience Ads offer Advertiser’s a managed programmatic audience buying solution that leverages Yahoo7
proprietary data, inventory and technology to deliver multi-channel brand and performance marketing goals
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Video
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New platform, new audience, same objective
Pre-rolls across the Yahoo!7 network are a natural
extension of traditional TV advertising activity.
Advertisers can simply utilise their TVC to achieve
the same objective they are seeking with traditional
TV activity.
If you are investing in TV advertising, extending this
content into one of Australia’s leading online
networks is a must do for any integrated marketing
mix.
Having a presence on this platform will ensure you
are reaching an audience that you are not capturing
within traditional TV.
Video | Pre-rolls
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Source: Yahoo! Web Analytics 2015
Yahoo7 audience consumes both Short Form and Long Form Video
content across our premium network and across devices.
TV (53%) and 7News (35%) are key drivers of short form content
PLUS7 / TV is our key driver for video
streams – approx. 8.7 million in September 2014 (up 27% YOY)
On average, there are 35% more
video streams on Monday than any other day.
YAHOO!7 VIDEO CONSUMPTION
Video Consumption Across Devices
39% 9%
Long form content PLUS7 N. 1 APP in
Apple Store, Oct 2014
27% 24%
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PLUS7: WA Audience
2 in 5 talk
about what
they read on
the Internet!
Australian’s Love…
28% of PLUS7
users are
female 18-34
Source: Nielsen Consumer & Media View Survey 06 2015 (Aug14-Jul15) National Online: Yahoo7, Oct 15
Average
Age
is
47
1 in 5
have used the
internet in the
past month to
watch TV
30% 70%
Ppl 25-54
make up
over 65% of
our
audience
86% own a
smart
phone
Over 1 in 2 are heavy internet
users (20+ hours a week),
ix=169
2 in 5 own
a tablet
PC!
Note: Audience filtered to WA only
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YAHOO7 TV: WA AUDIENCE
39 Yahoo Confidential & Proprietary
Nielsen Consumer & Media View Survey 03 2015 (May14-Apr15) National Online: Yahoo7, July 15. Base: WA. Those who “must see/always try to watch” each program
23% 77%
WHO’S WATCHING WHAT…
Age groups: 14-24
7%
25-34 18%
35-44 20%
45-54 16%
55-64 20%
65+ 19%
People 25-34
ix=111
People 45-54
ix=132
People 65+
ix=157
People 25-34
ix=121
People 45-54
ix=161
People 35-44
ix=156
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