gawker media kit
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TRANSCRIPT
• Founded in 2002, Gawker Media applies traditional publishing standards to web journalism.
• Gawker has an historical stake in legitimizing the blog space for mainstream consumption.
• Gawker’s 15 titles have a unique user base of 20 million users (Quantcast).
The Facts
In January 2008, Gawker’s suite of 15 titles
reached an unprecedented 248 million
pageviews. The increase represents a 46%
growth over December and a 130% swell over
the past 12 months.
Gawker GrowthThe Facts
In the News
New York Magazine Cover Story (October 2007)
“The system keeps getting stronger, a KGB of media gossip, a complex network of journalist spies and enforcers communicating via email and IM, until Gawker knocks print out of the box.”
- New York Magazine, October 2007
In the News
Moetaku Parody (November 2007)
You know you’ve ‘made it’ when The Simpsons parody you.
We couldn’t have been more proud when Kotaku was spoofed by EA for the release of The Simpsons Game.
Imitation is the highest form of flattery after all!
In the News
Top 100 Blogs (October 2007)
Gawker Media is proud that 10 of our titles made PC Magazine’s Top 100 Blogs list. In fact, 7 of them are in the top 50!
Quotes:
‘Deadspin is a refreshing take on a sports news blog.’
‘Beyond the scoops on the gadget news you crave, it’s the personality and quirkiness of Gizmodo that keeps us coming back.’
‘There are plenty of video-gaming blogs out there, but few are better than Kotaku.’
In the News
On Commenting (September 2007)
“Time might have nominated you as the Person of the Year, but Gawker Media, the publisher of such popular blogs as Gizmodo, Lifehacker, and Kotaku, is savvier: The company is making you into a contributor -- if you're a commenter, that is.”
In the News
Gawker Titles
Quick Look: Gawker Geek vs. Gawker Chic
• GAWKER GEEK: Focus on technology and
consumption
SIZE
20 MM Uniques (Quantcast)
15 Titles
200 Contributors
AUDIENCE
Core: Adults 18-34
Age adjusted affluent
Educated
Influential
• GAWKER CHIC: Lifestyle and Entertainment
coverage told in narrative style
• The Gadget Guide: so in love with new toys it’s unnatural.• 5.9 Million US Uniques (Quantcast)
• Gaming gossip, cheats, criticism, design, nostalgia, and predictions. Don't go and get a life just yet.
• 2.6 Million US Uniques (Quantcast)
• Makes getting things done easy and fun with life-altering tips and tricks for managing your information and time.
• 3.4 Million US Uniques (Quantcast)
• Highlighting the goofs of modern consumerism -- and the latest hot deals, discounts, and freebies around.
• 1.7 Million US Uniques (Quantcast)
• For the sleek freak, the car enthusiast of the new generation.
• 1.5 Million US Uniques (Quantcast)
• Sports news on and off the field, whether athletes are being tackled, arrested, or lap-danced.
• 1.1 million US Uniques (Quantcast)
• New in 2008! Strung out on Sci-Fi. io9 is bridging the gap between gawking and geeking out.
• 816K US Uniques (Quantcast)
• NYC lifestyle and entertainment told by way of media industry narrative.
• 3.3 Million US Uniques (Quantcast)
• Hollywood lifestyle and entertainment told by way of studio industry news.
• 1.7 million US Uniques (Quantcast)
• Sex, greed, and hypocrisy in the Silicon Valley.• 682K US Uniques (Quantcast)
• Celebrity, sex, and fashion gossip without the airbrushing.• 948K US Uniques (Quantcast)
• Discerning but not snobby, Idolator will steer you in the direction of good songs and good artists.
• 221K US Uniques (Quantcast)
• From the Beltway straight to your bandwidth, Wonkette gives political junkies their daily fix.
• 930K US Uniques (Quantcast)
• Scouring the globe for the chic, this is the ultimate decadent urban travel guide.
• 354K US Uniques (Quantcast)
Media Offerings
Standard Media Offerings
Skyscraper: 160x600Expands: RightTo 500x600
Splashbox: 300x250Expands: Down/LeftTo 500x500
Interrupter: 728x90Expands: Up/DownTo 728x500
Custom Media: Roadblock with Skin
• Standard Media units are surrounded with your branded look and feel, providing true ownership of the page.
• Gawker’s dedicated design resources will work with you to make sure brand messaging is consistent with the desired look and feel.
• These roadblocks can include the special panorama unit. (See next slide for details)
PANORAMA UNIT
Custom Media: The Panorama
Gawker’s Custom site skins are now even more customizable!
• Standard interrupter units can be replaced by a custom Panorama unit (980x250).
• This highly interactive unit contains scrolling images that users will be able to click to bring them to other images or even other URLs.
• Gawker Media will work with you to create the most impactful and exciting unit for your campaign.
Gawker Media created a flash news ticker which dynamically pulled headlines through MSNBC’s RSS feeds.
Custom Media:Dynamic News Ticker
Custom Integration: Sponsored Poll
Gawker Media’s incredibly interactive users are always looking to state their opinion
Sponsoring a custom poll is another way to integrate your brand into our editorial content while standing out at the same time!
Custom Integration: Contests
Contests offer a direct way to engage the audience on any Gawker Media property.
Readers were invited to create a Film Noir style short video, in which one actor was required to perform in multiple roles. This contest showcased the multitasking capabilities of the Intel Core 2 Duo processor.
Gawker Case Studies
• Brand ABSOLUT
• Client Gawker
• Campaign Objective To increase awareness and purchase intent for ABSOLUT Vodka
• Study Objectives To test the effectiveness of the ABSOLUT campaign introducing the new pear flavored vodka
• Target Audience Adults 21+
• Methodology Control-exposed methodology: Online interviews
• Sample Design
Sample Size n= 3,446 (2,184 control; 1,262 exposed)
Recruitment Dates 1/29/07 – 3/31/07
Recruitment Sites - Gawker- Defamer- Deadspin
• Weighting Control respondents were weighted to match the exposed sample. Data was weighted on how often respondents drink vodka and gender
Absolute Pear Campaign
• The results for this campaign are among the
best ever seen.
The fun nature of the brand, combined with the well-designed
creative and the incredibly receptive audience on the sites
were likely big factors in the success of this campaign.
• Frequency of exposure (6 to 10 exposures) helped to
increase brand metric levels
Absolute Pear Campaign
Brand Metrics
54.5%
63.3%
99.0%
43.3%
11.3%
24.1%
15.3%
56.9%
33.7%
99.3%
68.9%
55.1%
17.0%15.9%
0%
25%
50%
75%
100%
Unaided BrandAwareness
Aided BrandAwareness
Online AdAwareness
MessageAssociation
PearsAssociation
BrandFavorability
Purchase Intent
Control Exposed
+ 9.6 pts **
+ 5.7 pts **
+ 11.8 pts **
+ 5.6 pts **
• Overall, the campaign was very effective at educating and persuading consumers
– Online ad awareness, association metrics and the difficult to increase Brand Favorability were all significantly increased as a result of exposure
Brand Metrics
Absolute Pear Campaign
Online Ad Awareness
24.1%
33.8%
29.3% 29.6%
35.6%
0%
10%
20%
30%
40%
50%
Control 1-5 Exp 6-10 Exp 11-15 Exp 16+ Exp
Pears Association
43.3%
50.2% 48.9%53.0%
59.5%
0%
25%
50%
75%
Control 1-5 Exp 6-10 Exp 11-15 Exp 16+ Exp
Message Association
11.3%
16.4%
19.0%
13.6%
17.5%
0%
10%
20%
30%
Control 1-5 Exp 6-10 Exp 11-15 Exp 16+ Exp
+ 11.5 pts **
+ 5.1 pts **
• Only a few exposures were needed to significantly increase the awareness metrics, however, the metric levels were maximized after many exposures
– The strong campaign results may be a function of the high frequency levels as this is a very powerful variable
+ 9.7 pts **
+ 7.7 pts **
+ 6.2 pts **+ 6.9 pts **
+ 9.7 pts **
+ 16.2 pts **
Exposure Frequency: Brand Metrics
Gawker Statistics
Age and Gender Data
Education and Income Data
@Plan - Where & How Gawker Travels
@Plan - What Gawker Watches
@Plan - What Gawker Drives
@Plan - Gawker’s Web Activities
Summary
Gawker Media can connect
you with virtually any
audience you need to reach.
Our various sites each have a
unique, loyal audience, and we
have the tools at our disposal
to engage them.
We have had great success promoting advertisers of all types, and continue to grow in reach every month.
There has never been a better time to work with us.