New Year, New You /new-years-resolutions/ Dec. 28 to Feb. 26
Mission statement/content Research: Why a New Year's section? Where do the ads go on the page? How can I sell thissection? Promote this section: BestpracticesAgenda
Every year millions of Americans attempt to reset their lives on Jan. 1. They vow to themselves that they will start fresh, do better, achieve more by making a New Year's Resolution. But how? We've created a rich, interactive content section that answers the "how" for those making a New Year's Resolution. In turn, it creates an appealing environment for health and wellness advertisers.
Sample section headlines: Sex and relationships can get better with age
How to plan a stress-free morning
Womens workout myths busted
Recharge resolutions with new thoughts
Travel and exercise go hand-in-hand
Five healthy foods that arent
How to make your credit cards work for you
Workouts can bring couples closer together
Content:This section also features an interactive "Yoga At Your Desk" video element featuring a certified Yoga instructor. She demonstrates the ten most popular yoga moves for on command! Try it out:
Research: Why a new years section?
Audience: Why focus on New Year's Resolutions: 40 percent of Americans made New Years Resolutions in 2008 60 percent of all resolutions in 2008 were focused on losing weight (Harris Interactive)
Why highlight Yoga?: 40 percent of those who practice Yoga are between 18 and 34 44 percent have an annual income over $75K 24 percent have an annual income over 100K (Yoga Journal, 2008 survey)
Sponsorship PlacementsAdvertisers have the opportunity to sponsor multiple features throughout the section, including:
1.) Sponsor logo in header graphic 2.)Sponsorship Wrapper ad(above and belowthe featured interactive) 3.)Flash video player(user-initiated) 4.)Standard IAB Units: Leaderboard and two Display ads 5.)Sponsor logo on promotional teaser widget(not shown) 6.)Pushdown(1x per week, not shown)
Co-branded Video ad opportunities One15-second TV Web driver (to run on-air)*IB will create one standard 15-second TV Web driver for this section to run as desired throughout TV Broadcast schedule.One15-second pre-roll (to run online) *IB will create one standard 15-second promotion video pre-roll for this section to run in House ad video inventory throughout the site.
In both cases, IB will add the station and sponsor logo to the end of the promotion video, as well as voice the piece. Sponsorship placements and trafficking instructions will be followed as indicated per individual Webscan order.
Video files will be delivered to the station via FTP.Further customization of Web video pre-roll is available for an additional charge, please see your Campaign Specialist for more information.
Co-branded ad opportunities: TV Web Driver and pre-roll
IAB promotional house ads *IB will create IAB house ad creative that can promote the sectionin House adinventory throughout the site. Sponsor logo placement will be available on the IAB promotional house ads. Please include sponsor logo and house adscheduling information in Webscan order. Co-branded ad opportunities
Who should I sell this section to?Consider trying to sell this section to any business promoting wellness: In 2002, "Wellness" was a $200 billion worldwide industry
By 2008, the "Wellness" industry was worth $500 billion worldwide
By the end of 2010, Experts predict "Wellness" could be a $1 trillion industry!("The Wellness Revolution")
Rise in HSA accounts driving Wellness spending
Who should I sell this section to?What businesses promote Wellness? Wellness Centers
Pain Management Centers Fitness centers Massage therapists, acupuncturists
Nutritional, organic or produce markets Physicians/internists
Promotion: Best practices
How do I drive page views?Place IB-provided tease widget on your station's above the fold on your front page. The content will be changed out daily with fresh content by IB (station editor is responsible only for placing widget) Tease the section in your newscast -- suggested news tease copy for every story, every day is in the IB product catalog, will be emailed to editors (newsroom responsibility)
How do I drive page views?Schedule co-branded TV Web driverson your air Schedule co-branded promotional house ads and pre-roll video ads on your Web site
Local editorial contentStations are encouraged to add their own local, relevant editorial content to the section. Posting this content to the section is the responsibility of the station. We suggest the Managing Editor and the Internet sales manager discuss the role and placement of local content on the section early on in the process. The upper-right hand corner of the page is the suggested placement for local content.