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Mobile Overview and CapabilitiesSubmitted by Mike Maiorano
The Place for Media BrandsPremium site‐specific representation, custom ad packages,
and superior service is the Winstar commitment
We specialize in individual site representation for a short list of some of the top local media brands and carriers in the market today
Direct sales agent for: AP Sports Digital Experiences, BigOven, Local Wireless (+300 local TV stations), Local Inalambrico (+200 local Hispanic TV stations) and many other select premium local content sites . . . plus carrier relationships
Deep local content coverage across all markets Inventory selection and user targeting filters Custom ad packages and sponsorship programs Premium inventory / guaranteed placement Ongoing campaign optimization and re‐targeting Integrated advertising solutions ensure maximum brand impact Aggregate campaign performance to exceed client objectives
Winstar Differentiators
Built to support advertiser needs
Covering every mobile channel
Leveraging proprietary consumer data
High‐impact Rich Media options
Superior performance and in depth reporting
High quality mobile‐optimized inventory
Guaranteed reach, placement and scale
Premium publisher sites
Multi‐faceted targeting options
Winstar Mobile Partners
Univision Noticias
+100M subscribers and +1B pages per month
Proprietary user demographic data
English and Spanish language content
Audience insight profiling
Geographical identification
Multi‐layered targeting options
Retail shopping pattern identification
Numerous content association options
First page impression placement
Campaigns outperform mobile norms by 4X
Winstar Partners
Advertising and Promotion
Traffic and Purchase
Locate and Engage
National advertising reach coupled with local promotion impact
The largest representation of local news and information content
Connecting retailers and brands to local consumers
National Reach . . . Local Depth
Web Applications Video SMS
Local Mobile Display Channel
BANNER RICH MEDIA VIDEO SMS
Static
Animated
Full Page
Alerts
Sponsorships
Short Code
Interstitial
Expandable
Interactive
Immersive
Pre‐Roll
Interstitial
Full Screen
In‐Banner
Creative Flexibility
Ads rendered to consumers based onvarious prioritized targeting variables:Baseline Data:
1. Location2. Content Channel / Genre
Optional Data:1. Operating System / Device2. Carrier 3. Demographic4. Language5. Lifestyle6. Weather Conditions7. User Profile
Model: CPM Basis Guaranteed Placement
Audience Targeting
Audience Targeting
Audience demographic and lifestyle segments
Geographical area and location identified
Content, placement, time and frequency
Carrier, device and OS data
Audience SegmentationProprietary Data• SMS Database• Carrier Data• On‐Device Survey3rd Party Data• Collider Media• First Data• Audience Science
• InsightExpress• Dynamic Logic• Location Based Search
• TargusInfo• InfoUSA• Claritas
Auto Shoppers Example
60.1
12.213.3
Age25‐54
55‐64
18‐24
Audience Analysis:4.1X more likely to visit ‘Automotive ‐Manufacturer' sites
3.1X more likely to visit ‘Local News ‐ Information' sites
2.8X more likely to visit ‘Retail ‐ Comparison Shopping' sites
These are the people who manage the finances of their familiesThey actively search for information on credit, debt, loans, and personal financeThey visit personal finance sections of national and local news sites
$40‐60K $60‐75K $75‐100K $100K
21.4
13.116.2
26.8
Household Income
Source: LSN Mobile 2012
59.7
15.510.1
Age25‐54
55‐64
18‐24
Audience Analysis:2.9X more likely to visit ‘Retail ‐ Outdoor' sites
2.8X more likely to visit ‘Retail ‐ Shopping' sites
2.1X more likely to visit ‘Local News ‐ Information' sites
Nature‐loving sportspeople who enjoy cycling, boating, and other outdoor activitiesTheir activities center around reading publications that relate to their sports interestThey also research, seek goods and services related to their outdoor activities
$40‐60K $60‐75K $75‐100K $100K
21.9
12.914.9
23.1
Household Income
Source: LSN Mobile 2012
Outdoor Enthusiast
Click Image to Demo
Grocery Shoppers
59.1
14.6
10.6
Age25‐54
55‐64
18‐24
Audience Analysis:2.7X more likely to visit ‘Consumer Goods ‐ Retail' sites than the average user 2.5X more likely to visit ‘Retail ‐ Food' sites than the average user 2.4X more likely to visit Local News and Information' sites than the average user
Consumers who are searching for grocery coupons across a coupon sites, visiting grocery store sites, and have an affinity toward grocery shoppingThey spend time researching trends, looking for values, and reading about interests
$40‐60K $60‐75K $75‐100K $100K
21.1
12.415.9
25.6
Household Income
Source: LSN Mobile 2012
Beauty & Fashion Shoppers
56.9
11.2
15.5
Age25‐54
55‐64
18‐24
Audience Analysis:2.5X more likely to visit ‘Retail ‐ Cosmetics' sites than the average user 4.7X more likely to visit ‘Community ‐ Beauty / Style' sites than the average user 2.4X more likely to visit Local News and Information' sites than the average user
Shoppers who search for fashionable clothing and accessories on directory and shopping sites, while perusing the shopping sections of news sitesThey read beauty related articles and news on news portals, and shopping sites
$40‐60K $60‐75K $75‐100K $100K
21.6
12.514.8
22.5
Household Income
Source: LSN Mobile 2012
Audience Insight: Mobile Moms
Respond well to mobile ads
Demographic profile
Age: tend to be in their 30’s and 40’s
Educated: more likely to have a 4‐year college degree or greater
Married: 13% more likely to be married
Mobile phone usage
66% indicated that their mobile device plays a role in shopping
42% use their phone at the grocery store
57% use coupons every time they shop
55% indicated that advertising plays a role in their purchasing decisions
Entertainment, Music, Local News and Information are the most accessed content
Tech savvy Use their phones to download coupons and make purchases
Indicated that mobile advertising plays a role in their purchase decisions
Source: Scarborough Research
Audience Insight: Mobile Moms
Ad inventory selection process
Baseline data:1. Location
DMA – top ranked markets
2. Content / Genre
Over index and engagement rate vs. Local News, Sports, Weather, Entertainment
Hispanic TV and radio stations
Premium publisher partners
Spanish language / high‐index English language
Additional data utilized:1. Carrier
2. Device
3. Historical campaign performance
Audience Insight: Hispanic
Ad inventory selection process
Baseline data:1. Location
DMA – top ranked markets
2. Content / Genre
Over index vs. Local News, Sports, Weather, Entertainment
View at a 6 to 1 margin compared to national info
Over index on content engagement
AA radio stations
Premium publisher partners
Additional data utilized:1. Carrier
2. Device
3. Historical campaign performance
Audience Insight: African‐American
Inventory Selection Process
Mike MaioranoRegional Sales DirectorO: 248.465.8000C: 248.310.5300 E: [email protected]
Thank You!