Digital Marketing With the Watch … FAQ
• BANNER ADS
What does thewatchmedia.com offer in banner ads?
We currently offer leaderboard ads, which appear on the top of every page on our website, two square banners that appear on most pages of the website, one in an upper right corner position and the second one slightly lower on the page, and a small rectangle, which appears on most pages in between the two squares. We will be rolling out more targeted opportunities as we can make the necessary improvements to our website. For example, you could target the Adventure Guide or Shelter Magazine, or the arts pages, Watch. Listen. Show.
How much do banner ads cost?
We schedule and manage our ads using Google DoubleClick, which is highly robust. We can schedule ads by the day, week or month. We can target them geographically or by other reader demographics. We can book a set number of impressions, either as quickly as possible or over a specified period of time, so that, for example, an ad will be seen 10,000 times over a two-month period. We can book campaigns, whereby a client runs more than one ad at the same time, with different messaging for different audiences. Your Watch sales representative will be happy to review all the options with you. All of our prices attempt to achieve a reasonable CPM, or Cost Per Mil, which is to say cost per thousand impressions. Our rates currently range between about $10 CPM and $40 CMP, depending on prominence of the placement. So 10,000 impressions can range between $100 and $400.
How can I know the ad is effective?
Google DoubleClick can generate daily, weekly or monthly reports. We usually set clients up to get weekly reports, which show how many impressions and clicks their ad has received. We only launched our new website in mid-April, but the banner advertisements we are running are receiving an impressive number of impressions and clicks! The most effective ads include a call to action. For example, “click now to buy tickets” for an event.
Will you design my ad for me?
We charge a modest fee to design banner ads because the ad rates are so low that there isn’t enough margin for us to include the cost of ad design, as we do with print ads.
Do you support animation and video?
Yes. Prices can be quoted on request.
Why advertise with The Watch? How can a local website compete with Google and all the other national ad servers?
In two words: Native Advertising! When you use a national Ad Serving Vendor, like Google AdWords, this is what happens: Someone who has recently searched for keywords may see a related ad on a website they are browsing. So maybe they were recently shopping online for socks, and now they are bombarded by socks ads when they go to ESPN.com or Facebook or wherever they like to hang out online. This can be effective, but it can also be creepy. The ad feels like it has been sent to you by Big Brother, who is watching your every online move. Basically, big companies are collecting data about every person online and they are using the data to serve ads to them.
Native ads aren’t like that. People see native ads, or ads designed specifically for a particular website, because they have come to that website for its content. The ads are relevant to the content. There is a growing understanding in the universe of digital advertising that relevant content = revenue. So, basically, when you book a banner ad at thewatchmedia.com, you are doing it to reach our audience, knowing that our audience has a specific interest in our region and is your market. There’s nothing creepy about it!
Native advertising allows a business to capture impulse customers and prospects, so it represents much more of a soft sell than digital ads targeted to an individual who made the mistake of shopping for socks online. The prospective customer is on our website to read the latest headlines and spots an ad for a concert. He decides on impulse to buy tickets and surprise his girlfriend. There is no better way to reach that customer because it’s just so easy to click, much easier than picking up the phone, even easier than searching for something online when you know exactly what you want!
• SPONSORED CONTENT
What is sponsored content?
You’ve seen it. Slideshows, video, and multi-media content that catches the attention of visitors to a website and they click through to it even though they recognize and don’t mind that it is sponsored. Sponsored content represents a partnership between the sponsor and the web publisher. The publisher has to believe the content will help drive traffic to the website and is relevant to the visitors to that website and the sponsor needs to believe it builds their brand.
What kind of sponsored content does thewatchmedia.com offer?
Our first sponsored video promotes Siam’s Talay Grille. It is a cooking video, teaching the viewer how to make Talay’s Thailandaise Sauce. Oh, and by the way, book your reservation at Talay now by clicking here! We are also producing slide shows like: “10 Best Things About a Telluride Summer,” or “Bands Not to Miss This Summer in the Telluride Region.”
How is sponsored content promoted?
The Watch will promote sponsored content heavily on our homepage the two months it is live, more the first month and somewhat less the second month. There will be multiple links to it, some in the form of a banner ad and some integrated into our editorial content, but we will never hide the fact that it is sponsored. We will also help the sponsor encourage others to like and link to the content. After it is two months old, the content will remain available on our website on a Sponsored Content page. It will remain there indefinitely so that links to it from other websites won’t ever be “broken.”
What does it cost to sponsor content?
Initially, as we ramp up, there will be a “cost per deal” charged to the sponsor. This is to cover our hosting of the content plus our promotion of it for the first month. If we are involved in producing the content, the sponsor will be charged for that, too. After the first month, full ownership rights of the content belong to the sponsor, with the only exception being that we can continue to host it on our site. If the sponsor provides content ready-to-post, there will be no charge beyond the initial CPD. That initial CPD price is a bargain now but is likely to rise as our traffic grows and we are therefore delivering more value to the sponsor.
Why is sponsored content catching on?
Remember the new wisdom that relevant content = revenue. As long as the content is of high interest, or is funny, or surprising, or useful, viewers don’t mind that there’s a sponsor in the background, promoting themselves.
• SPONSORED NEWSLETTERS
What is a sponsored newsletter?
Starting in August, we hope, thewatchmedia.com will invite readers to subscribe to one of two newsletters. 1. A weekly news digest. 2. Breaking news. To build up the subscriber base, we will run a raffle. For every week the raffle runs, anyone who subscribes to a newsletter will have his or her name entered into a drawing for a gift certificate from Mountain Khaki. Subscribers will then receive either breaking news as it happens or a weekly digest of local news in their email.
What does the sponsor do?
Sponsors may sponsor the entire newsletter for a week or a month or longer or may share sponsorship with other sponsors. The sponsors’ messages will be prominently incorporated into the newsletter design.
Will you do more than those two newsletters?
We plan to roll out more newsletters to meet demand. We are likely to do a weekly Arts News and Events digest next. We could also narrow the focus for news to a specific county, and offer a Telluride Weekly News Digest, for example.
What will it cost to sponsor a newsletter?
We will work out pricing with our initial sponsors on a cost/subscriber basis. Whatever the number of subscribers the previous week of the sponsorship or the previous month (for a monthly sponsorship), times a per subscriber amount. If a sponsor wants to share the cost we will look for a co-sponsor or co-sponsors.
Why is this valuable?
Relevant content = revenue! Anyone who subscribes to a newsletter is by definition an interested reader in the subject of that newsletter.
• CROSS PLATFORM MARKETING
What is cross-platform marketing?
Here at The Watch, we believe that print and digital go together like peanut butter and jelly! In fact, as the dust settles on the upheaval brought to the news industry by digital publishing, it seems that our likeliest future is in cross-platform publishing. There are many reasons: first, different consumers respond differently to different mediums. Then, too, the branding achieved in print is reinforced by digital, and vice versa.
Here is an example of how it might work for a real estate broker. A visitor to Telluride loves it and reads a local print publication. They note the properties for sale in a broker’s ad. When they get home they visit thewatchmedia.com and see that same realtor’s banner ad. Click!
Here is how it might work for a concert promoter. A nice ad in the paper captures the eye of a fan of a particular band. Woman tells herself, “Don’t want to miss that.” She almost forgets, but later, online, she sees a banner ad for the same show: “click to buy tickets.” Click!
Basically, a print ad plants the seed and a digital ad facilitates the impulse to buy and even allows online purchasing. Instant gratification!
What does it cost?
Here’s the deal. Even though print + digital = more than the sum of their parts, we want our customers to flourish, so we are offering a discount on both types of ads when you do a cross-platform campaign. As long as the total cost of your cross-platform campaign comes to $1000, we will discount the total cost by 5%!
Any catch or restrictions?
You can grab the 5% discount by any combination of ads in any Watch print publication plus any kind of digital advertising. The 5% will be added on top of any discounts that the print or digital advertising already qualifies for.
BANNER ADS | SPONSORED CONTENT | SPONSORED NEWSLETTERS | CROSS PLATFORM MARKETING