2020 digital marketing playbook - hvmag.com · 2020 digital marketing . playbook. cust...

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2 0 2 0 D I G I T A L M A R K E T I N G P L A Y B O O K


M U LT I - P L AT F O R M M A R K E T I N G S TA R T S H E R EEvery month, hundreds of thousands of people turn to our print and digital publications for entertainment, inspiration and information about their community. Readers welcome our magazines and our advertisers into their homes, giving businesses across the region a popular, trusted platform to showcase their goods and services.

Combining the tangible strength of print advertising with multiple digital channels and popular events allows us to increase the reach and impact of our clients’ marketing campaigns.

Our digital tool box and our digital team, based right here in the Hudson Valley, are ready to build, manage and report on all of these opportunities to promote your business.

HVMag.com • 1 Summit Court, Suite 201 • Fishkill, NY 12524 • 845.463.0542

IN THE KITCHEN

With Food Network’s Nancy FullerOUR DUTCH HERITAGE

410 Years After Henry Hudson

5 PUBLIC GARDENS TO VISIT THIS SPRING

DiningDay TripsHOW TO EAT YOUR WAY THROUGH FIVE HUDSON VALLEY TOWNS

Published by Westchester and Hudson Valley Magazines

weddingsLove is Always In Season+ dressescakesflowersand more...

2018Published by Hudson Valley Magazine

75 restaurants70 annual events54 breweries25 must-do experiences

8 Great Day Trips

A RESOURCE

FOR NEWCOMERS

AND NATIVES

EducationGuide

Snapshots of10 Counties

Hudson ValleyTrivia

Ultimate GuideT H E M A G A Z I N E O F H U D S O N VA L L E Y FA R M S , F O O D A N D C U I S I N E

NUMBER 86 JUNE–AUGUST 2019 VALLEYTABLE.COM

MAPLE SYRUP GUIDE ST. PATRICK’S DAY PARADES

The Jazz Supergroup with Ties to the Hudson Valley

What you can get for yOur money in 14 towns

BEST PLACES TO LIVECatskill

SaugertiesWoodstock

CornwallWoodbury

ClarkstownAnd more!

RhinebeckHudson

Poughkeepsie

A Look at Our National

Historic Places

THE FOOD & DRINK ISSUE

EXPLORE HUDSON VALLEYWINE COUNTRY

What’s Cooking at the Dutchess County Fair

FOOD WASTE: WHAT WE’RE DOING ABOUT IT

WINERYDAY TRIPS

BEST NEW RESTAURANTS

IN

15

53 HOLIDAY EVENTS+ THE WORLD’S LARGEST LIGHTS DISPLAY

COMFORT FOODNEW TAKES ON CLASSIC PLATES

TOP EXECUTIVES, ENTREPRENEURS, GOVERNMENT & NONPROFIT LEADERS

KATHY MERGET, MELODY GREGORY,

FILOMENA F. FANELLI, JENNIFER HOWLAND, AND TARA SULLIVAN


A D D P R I N T A D V E R T I S I N G T O B O O S T R E S U LT S F R O M O T H E R M E D I A C H A N N E L S1 + 1 = 3

Print significantly boosts the effectiveness of cross-platform campaigns

Print provides lift in combination with every other media channel on awareness measures

Source: Millward Brown Digital 2017

10%

Research shows campaigns that used

PRINT & ONLINEimproved Persuasion Metrics

by more than

17%

Research shows campaigns that used

PRINT & TELEVISIONimproved Persuasion Metrics

by more than


Audience Extension / Programmatic Advertising

Targeted Display is a great “conversation extender” because it reaches your potential customers on any device they might use when consuming content on the web.

We partner with the highest rated, most trafficked websites in the world to promote your business with display advertising. Your ads will appear next to content that matches perfectly to your target demographic group.

Site RetargetingDelivers follow-up online

ad messages after a prospect has visited your website.

GeographicZero in on prospects based

on zip code, city, state, country or set radius from your location.

DemographicSelect specific age, income,

gender, ethnicity and education.

Content & BehavioralTarget consumers based on their online behavior

and interests.

TA R G E T E D D I S P L AY

FrequencySet targets and limits

for the number of times your ad is viewed.

DaypartingChoose the days and times

that your ads are seen.

Mobile devices, usually smartphones, play a crucial role in helping consumers decide where to shop, dine or visit. With a variety of tools and strategies, we can place your targeted advertising message on the right smartphones at the right times.

LOCATION TARGETINGTarget mobile users

who visit set locations during specified timeframes.

LOCATION RETARGETINGRetarget ads to recent visitors of your

geofences after they leave.

CONQUEST TARGETINGReach consumers who have

visited your competitor’s locations.

CONQUEST + FOOT TRAFFIC ATTRIBUTION

Match consumers who received an ad after visiting a competitor’s location

with shoppers entering your store(s).

reports that on average, each of us checks our smartphone

21 times an hour

G E O F E N C I N G


Email is a very effective tool in the digital landscape to help promote your business and drive traffic to your website. Well crafted emails, with attention grabbing subject lines and relevant content can capture your prospect’s interest and invite them to learn more by visiting your site.

HVMag.com e-newsletter + e-blastsGain excellent visibility in Hudson Valley Magazine’s e-newsletters delivered daily to our list of over 16,000+ opt-in subscribers’ inboxes. Or focus exclusively on your company with a dedicated e-blast.

Across the InternetWe have 140 million consumer and business email addresses available to target with your selling message. Our database is continually scrubbed to delete inactive users and verify new addresses.

We have hundreds of targeting options and follow best security practices to ensure all compliance standards are followed.

E M A I L M A R K E T I N G


Our advertisers receive full reporting on open and click through rates for each campaign. We can also create a heat map of your email to track which offers received the most interaction.

E M A I L M A R K E T I N G

LINKSUMMARY

Index LinkURL C licks %

1 http://www.rbacentralpa.com/windows-and-doors.html 784 38.24%

2 http://www.rbacentralpa.com/index.html 28 1.37%

3 http://www.rbacentralpa.com/photo-gallery.html 30 1.46%

4 http://www.rbacentralpa.com/contact-us.html 29 1.41%


6 http://www.rbacentralpa.com/index.html 34 1.66%


8 http://www.rbacentralpa.com/contact-us.html 472 23.02%

9 http://www.rbacentralpa.com/ 34 1.66%

10 https://www.facebook.com/RBAcentralpa 21 1.02%

11 https://twitter .com/rbacentralpa 20 0.98%

12 http://www.pinterest.com/rbacentralpa/ 18 0.88%

13 http://www.houzz.com/pro/rbacentralpaonline/renewal-

by-andersen-central-pa.

39 1.90%

2,050

CAMPAIGNREPORT

WEBBROWSERSTATSBYCLICK

CampaignSummary

Name:RenewalByAndersen

FromLine: RenewalByAndersen

Subject

Line:

Buy4Windows,Getthe5thWindowFree

Date/T ime: 03/12/2019

Quantity: 100,000 ID: Demo.591472

Opens: 12,792 Clicks: 2,050

Open%: 12.79% Click%: 2.05%

CampaignCreat ive

CAMPAIGNSTATS

Opens|12 .79% TotalOpens12,792

Clicks|2 .05% TotalClicks2,050

CTOR|16 .03%

DeviceSt at sbyClick

Desktop52.20% 1,070

Mobile

47.80% 980

1,567

Chrome

82

Explo rer

131

Firefox

249

Safari

21

Other

CAMPAIGNREPORT

WEBBROWSERSTATSBYCLICK

CampaignSummary

Name:RenewalByAndersen

FromLine: RenewalByAndersen

Subject

Line:

Buy4Windows,Getthe5thWindowFree

Date/T ime: 03/12/2019

Quantity: 100,000 ID: Demo.591472

Opens: 12,792 Clicks: 2,050

Open%: 12.79% Click%: 2.05%

CampaignCreat ive

CAMPAIGNSTATS

Opens|12 .79% TotalOpens12,792

Clicks|2 .05% TotalClicks2,050

CTOR|16 .03%

DeviceSt at sbyClick

Desktop52.20% 1,070

Mobile

47.80% 980

1,567

Chrome

82

Explo rer

131

Firefox

249

Safari

21

Other


With a Today Media Lift report we can measure the impact your digital campaign is having when it comes to influencing peoples’ online behavior. By studying and analyzing results, we can measure the effectiveness of your campaign.

L I F T — T H E U LT I M AT E R O I R E P O R T I N G T O O L • We are able to segment the online audience into two groups:

- Group A; those who saw your ads - Group B; those who did not see your ads

• For 90 days, we will track impressions, clicks, hovers and view-throughs

• After 90 days, we are able to analyze the results

• We will compare the behavior of the two groups – the difference between visit rates gives us Lift; a higher Lift represents a higher campaign effectiveness and stronger ROI


HVMag.comSponsoring targeted editorial content on HVMag.com is a great way to present useful information about your products and services by featuring them in an integrated story on one of the most visited websites in the region.

You’ll benefit by working with our experienced writers to craft an article about your business that matches the editorial voice and style of Hudson Valley Magazine.

Articles are featured within our online editorial lineup and will have home page exposure and live indefinitely in our archives.

Across the InternetNative Advertising uses a brand’s most compelling visual content and makes it look and feel like the content on a given website. Your native story will look like it is content sourced from the site.

Advertiser stories are formatted like surrounding content and provide information that contributes to the site’s content.

Using premium publishers, we’re able to reach 92% of the online population representing 86% of mobile users.

Just a few of our partners include:

• Conde Naste • Hearst • USA Today• The Atlantic • Saveur • The Knott• eHow • digg • Men’s Fitness

N AT I V E C O N T E N T


Pre-Roll Video increases brand recall and has a positive impact on campaigns run across all devices. Well produced video ads, placed in front of in-demand online video content, helps drive intent to purchase and higher click through rates compared to other types of display advertising.

Like display ads, Pre-Roll Video campaigns can target audiences based on: • Behavior • Demographics • Geography

• Content

Delivery can be managed to control frequency and time of day that ads are played.

Best Practices • Get your message out in the first 5 seconds

• Avoid running traditional 30 second ads in pre roll

• Cut the fat and avoid content that doesn’t help drive the click

• Tailor your landing page to answer the interest that’s been piqued by your video

V I D E O P R E - R O L L

According to Forbes, 80% of internet users recall a video ad viewed in the past 30 days.”

“


C O N N E C T E D T VTake Advantage of the Shift to CTV74% of US households now have a Connected TV device – whether by stick, dongle, puck, cube or built in Smart TV capabilities — and every quarter a million more households cut their cable/Fios cord and move to CTV.

With Today Media we can serve your digital video ads on Internet-enabled televisions to consumers watching live sports, news or while they are binge-watching their favorite TV shows.


Mobile Ad CopyAds with 4 words or less get 28% more clicks on average. It is even more pronounced in the tech industry.

Less Copy = More Clicks

In general, ads with a strong call to action perform better than ads with weak calls or no call at all. A call to action is particularly influential in the entertainment industry.

Mobile Ad DesignThe fewer colors you have in an ad the better. Try to use 3 colors or less. Keep the look simple.

Animated ads are more eye-catching. That’s why we use HTML 5 rich media ads to generate 10-15% more clicks than static banners ads.

BAD DESIGN

GOOD DESIGN

M O B I L E A D V E R T I S I N G B E S T P R A C T I C E S

GOOD DESIGN

BAD DESIGN


Bumper: Short :06 second non-skippable video ad.

ComScore: Company that measures website traffic across the internet. We use top 5,000 sites.

CTV: ConnectedTV. Television capable of streaming video content through multiple sources including stick, dongle, puck or built in Smart TV feature.

Cookies: A small amount of data generated by a website and saved by your web browser. Its purpose is to remember information about you, similar to a preference file created by a software application.

CPM: Cost Per Thousand. Reflects rate per 1,000 impressions. i.e. $15/CPM

CTR: Click Through Rate. Divides the number of times an ad is clicked on by the total number of impressions.

FTA: Foot Traffic Attribution. Tracking users exposed in one GeoFence to see if they entered another i.e. who got the ad in the Navy stadium and then went into a secondary fence like at a local restaurant.

GeoFencing: Allows us to place a virtual fence around an address anywhere in the country and serve up client ads to smartphones within the fence.

GeoRetargeting: Follows someone exposed to an ad within a fence and serves up “reminder” ads during the following week or later.

Google AdWords: Buying specific words used in Google searches to place your business in a prime position on search results page.

Impressions: The number of times a digital ad is displayed

Lift: Comparing the behavior of people who are exposed to a client’s online ads vs. those who are not and seeing who visited the client’s website.

Native Content: A type of advertising that matches the form and function of the platform upon which it appears

PPC: Pay Per Click – paying for an online ad each time it’s clicked on.

Pixel: Tiny ad unit placed on user devices to track behavior and serve up relevant advertising content.

Programatic Advertising: Another term for Targeted Display. Placing display ads across multiple websites and apps to reach targeted consumers.

Retargeting: Sends additional ads to a prospect who has clicked on an ad and visited a client’s website. Requires code (supplied by us) to activate.

Targeted Display: Targets internet users based on geography, gender, age, income, education, parenting and interests. We then serve up display ads based on those parameters.

Video Pre Roll: Placing a client’s video ad in front of online video content.

View Throughs: Measures users who were exposed to an online ad and DID NOT click on the ad but ended up on the client’s website.

G L O S S A R Y O F T E R M S


Targeted Display100,000 impressions per month minimum

Most Popular Ad Sizes: 300 x 600, 160 x 600, 300 x 250, 120 x 60 336 x 280, 320 x 50, 728 x 90, 300 x 50Additional sizes accepted

GeoFencing100,000 impressions per month minimum

300,000 impressions per month for foot traffic attribution

Native ContentDesign 1200x1200 pixels preferred, 500x500 min. 72 DPI, JPG Preferred, under 2MB per image

Headline Advertiser Name: 25 characters or less Short Title: 25 characters or less Long Title: 90 characters or less

Logo PNG Format with transparent background 300-600 pixels wide

A D S P E C I F I C AT I O N S & S TA N D A R D STargeted E-mail600x1450 JPG, count list, URL, subject line, from line, date and time

E-blast600x1450 JPG, URL, subject line

E-newsletter300x250 JPG, URL and date

Pre-Roll VideoRecommended Length: 15 or 30 seconds

Aspect ratio: 16:9

Formats: .mp4, .mov, .flv, .webm, .mpg, .mpeg

Recommended size: 1920 x 1080

Files size: 200 mb maximum

Click through URL – where your video will click through to


T R A N S PA R E N T A N D A C T I O N A B L E R E P O R T I N GSee impressions, completion rates and network placements for CTV campaigns

All reports are directly accessible to each advertiser on their own custom dashboard

Full reporting on individual fence performance, app and website placement for GeoFencing programs

Complete review of website placements, completion and click through rates for all delivered impressions


For advertising or sponsorship information, contact your multimedia account manager at

[email protected] or 845.463.0542

Let’s talk marketing

UPDATED: August 22, 2019 9:04 AM

2020 digital marketing playbook - hvmag.com · 2020 digital marketing . playbook. cust...

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