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50/50 DVD Proposal - The Onion
Citation preview
- The New York Times Magazine
“America has inexhaustible reserves of good will for the homespun Onion...as it does for no other national comedy institution except maybe Mark Twain.”
50/50 DVD11.7.2011
Andrew Smith, West Coast Director I 917-686-7405 I [email protected]
Proposal SummaryTable of Contents
2
Table of Contents
About The Onion
Proposal Summary
Onion Homepage Takeover
AV Club Homepage Takeover
High Impact Onion & A.V. Media
The Onion’s Audience Fit
Slides 3-4
Slides 5
Slide 6-7
Slides 8-9
Slide 10-14
Slide 15
Unrivaled Content Attracts Unrivaled ReadershipShameless Self Promotion
3
1988The launch of the Onion in Madison, WI.
549,000+Total papers in circulation across 16 markets come November.
#1Single topic alternative newspaper weekly.
Organic GrowthReach outside circulation markets through word of mouth.
Print Online Mobile | Apps Social Media Web Video
Peabody AwardNYT and Youtube were only other two Online publishers recipients.
Partner ChannelsInclude iTunes, Youtube & Hulu
Video Opportunities• Web Video sponsorship• Viral Video creation• Commercial Production
5.9 million OnionMonthly unique impressions
2 million A.V. ClubMonthly unique impressions
50 millionAverage monthly pageviews.
1996TheOnion.com founded
390,000+iPad app downloads. App launch covered in 200+ publications. #3 rated Free iPad App iTunes.
706,300+Number of Onion core iPhone App downloads since launch.
650,000+Number of Onion core Android App downloads since launch.
6 Million Monthly impressions on the WAP Site.
3,230,000 +Twitter Followers
1,958,600+Facebook Fans
#3News organization on Twitter in the world.
Top 50Company using Facebook (From Wired).
Reddit | DiggOnion content continuously pushed to top of the list.
Comedy CentralSeries kicked off in January 2011.
IFCSeries kicked off in January 2011. Season 2 to air Fall 2012.
In The News"Letter-perfect parodies of ESPN and CNN” - The Los Angeles Times
TV
Onion & A.V. Club Social Networking Presence Vs. CompetitionUnparalleled Social Media Presence
4
Leading the Conversation in Social Media
#Oscars•@TheOnion generated the second-highest amount of Twitter
activity during the Oscars, with only the Academy Awards
themselves generating more.
•@TheOnion had the most retweeted Oscars tweet on Twitter,
garnering 4,676 retweets.
•@BrookeAlvarez doubled her Twitter following during her Oscars
coverage and was one of the top ten most retweeted accounts.
Trump Headline’s Exceptional Performance•The Onion’s Trump Headline garnered over 26,400 Facebook
“Likes,” and was shared over 516,098 times.
•The same headline was reTweeted over 10,000 times and favorite’d
900 times on Twitter.
Proposal SummaryMeeting Campaign Objectives
5
Objective Solution Slide # $20k #1 $20k#2 $15k $10k
To build awareness around the 50/50 DVD release.
Onion Homepage Takeover
7 $12,500 $12,500 $12,500 N/A
AV Club Homepage Takeover
9 N/A N/A N/A $10,000
Onion News Network Sustainment
11 N/A $7,500 N/A N/A
AV Club Film Section Takeover
12 $7,500 N/A N/A N/A
Onion Homepage Featured Product
13 N/A Value Added N/A N/A
AV Club Homepage Featured Product
13 N/A N/A Value Added Value Added
ROS Media 14 Value Added Value Added $2,500 Value Added
Impressions N/A 3,630,000 3,455,000 2,780,000 2,030,000
ECPM N/A $5.51 $5.79 $5.40 $4.93
Onion Sponsorship OpportunityHomepage Buyout W/Skin
7
Upon page load, video premercial renders over Onion homepage displaying teaser video for :10 seconds before resolving into masthead.
Homepage buyout includes video player on the homepage where 50/50 DVD creative will have 100% ownership.
Onion & A.V. Club Media OpportunitiesOnion Billboard Homepage Buyout
A.V. Club Sponsorship OpportunityHomepage Buyout W/Skin
9
Upon page load, video premercial renders over A.V. homepage displaying teaser video for :10 seconds before resolving into masthead.
Homepage buyout includes video player on the homepage where 50/50 DVD creative will have 100% ownership.
Onion & A.V. Club Media OpportunitiesA.V. Billboard Homepage Buyout W/ Skin
The Onion & AV Club Sponsorship Opportunity
Onion & A.V. Club Media OpportunitiesOnion ONN Video Sponsorship
• ONN Pre-roll Option features a :15 second pre-roll ad that loads and plays with companion banners and custom skin before sponsored episodes.• Includes prominent companion branding on player page while :15 second video is playing.
11
Onion & A.V. Club Media OpportunitiesA.V. Club Film Section Sponsorship
12
• Sponsorship of the Film Section includes 728x90 banner, 300x600 and custom skins.• Buyout achieves 100% share of voice in highly trafficked Film section.• 50/50 messaging will feature prominently on landing page and all corresponding storypages of the Film section.• 50/50 ownership will be featured in a highly engaging section-- In an average week, the A.V. Club Film section garners over 10,200 comments from loyal A.V. Club readers.
Onion & A.V. Club Media OpportunitiesHomepage Featured Product Sponsorship
13
Homepage Featured Beverage: 50/50 DVD
Onion & A.V. Club Media OpportunitiesSynched Media & Sustained Campaign Presence
14
Sustained Campaign Presence
• Synched storypage roadblocks will consist of a 728x90 and high impact 300x600.• Synched media will run across both the Onion and A.V. Club domains.• Synched media can also be geo targeted to key campaign cities.
Onion & A.V. Club Media OpportunitiesAudience Fit - Brand 2011
15
EngagementZoomerang Internal Survey 2009
% or Index
Been reading the Onion for over 4 years
69%
Emailed an Onion story to a friend in the last 3 months
73%
Have a favorite Onion headline 40%
Read every single issue 52%
Downloaded a podcast in last 6 months
49%
The Onion’s AudienceComScore Summer 2010 - Jan 2011
% or Index
18-24 326
Male/Female 60/40
Watched a Comedy Film in the last 30 Days
214
Attended 2-4 Movies in the last month 308
Purchased movie tickets offline in the last 6 months
225
Attended the movies in the last 30 days 240
Searched the Internet for info on DVDs in the last 6 months
300
Bought a DVD offline in the last 6 months 234
Audience Fit
Strategy