two suburban dailies selling $500k in video advertising
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Two Suburban Dailies Selling $500K in Video AdvertisingTRANSCRIPT
CALKINS MEDIA PHILADELPHIA
CALKINS MEDIA
Why should Digital Video be on a publisher’s radar screen?
• It’s growing • It’s not that hard to do • It’s not a huge investment • It can be monetized • It has potential
CALKINS MEDIA
About us…
• Three newspapers/websites • Family owned • 100,000+ Sunday circulation • 4 million page views/month • 400,000 HH’s • 1 MM+ population
CALKINS MEDIA
Why video?
87%
13%
Calkins Philadelphia Share of DMA Households
Philadelphia DMA 3,059,814
Calkins Philly Market 405,358
Much of a local TV buy reaches an undesired audience
CALKINS MEDIA
Tremendous Digital Video Advertising Spend Base: Philadelphia DMA
$0
$50,000,000
$100,000,000
$150,000,000
$200,000,000
$250,000,000
$300,000,000
2010 2011 2012 2013 2014 2018
2013 – 2018: 125% Growth in Video Advertising Spend
Source: Borrell
CALKINS MEDIA
Tremendous Digital Video Advertising Spend Base: Calkins Media Philadelphia Market
$0
$10,000,000
$20,000,000
$30,000,000
$40,000,000
$50,000,000
2010 2011 2012 2013 2014 2018
2013 – 2018: 125% Growth in Video Advertising Spend
Source: Borrell
CALKINS MEDIA
It’s not that hard
• Consultant for shows • Consultant for news video • Repurpose newsroom staff • A few technical hires
CALKINS MEDIA
It’s not a huge investment • iPhones for newsroom staff • Tricaster editing station • JVC 100 cameras • Panasonic 720 cameras
CALKINS MEDIA
It’s not a huge investment
• In house studio
CALKINS MEDIA
Monetizing – it’s all about sponsorships
Coming soon: Gardening Show, Health and Wellness Show
CALKINS MEDIA
Premium positioning
CALKINS MEDIA
Update screen exposure
• Preroll • Introduction • Voice over mention • Logo on screen
CALKINS MEDIA
Update screen exposure
• Preroll • Introduction • Voice over mention • Logo on screen
CALKINS MEDIA
Six month program includes… Multi Channel • In-House full-page, full-color ads • Email • Banner Ads • Social Media • Radio • Audience extension
CALKINS MEDIA
Game On
CALKINS MEDIA
Game On
CALKINS MEDIA
Segment sponsorships
CALKINS MEDIA
Blake’s Take
CALKINS MEDIA
Blake’s Take
CALKINS MEDIA
• Sold as share of voice • 5 advertiser rotation on each site • $500/mo for 3 months
News video prerolls
News video prerolls
• Sold as share of voice • 5 advertiser rotation on each site • $500/mo for 3 months
CALKINS MEDIA
Mobile Is Becoming The Go-to Source For Digital Video Content
0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
2012 2013 2014 2015 2016 2017 2018
US Mobile Video Viewers In Millions
Viewers In Millions
Source: eMarketer March 2014
CALKINS MEDIA
Mobile Device Owners Are Growing In The Calkins Philadelphia Market
Source: Scarborough 2012-2014
40%
60%
13%
28%
0% 10% 20% 30% 40% 50% 60% 70%
Tablet
Mobile Phone
2012 2014
CALKINS MEDIA
Calkins Philadelphia Share Of Mobile Device Traffic Has Increased By 117% Since The New Websites Launched
Source: webtrends
24%
52%
Sep-13
Aug-14
CALKINS MEDIA
Connected TV is Showing Strong Growth
Source: eMarketer 2014
26.9
41.1
55.5
67.9
78.6
86.4 93.1
22.6%
34.2%
45.9%
55.9%
64.2% 70.2%
75.2%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
0
10
20
30
40
50
60
70
80
90
100
2012 2013 2014 2015 2016 2017 2018
Connected TV households % of total households
CALKINS MEDIA
Next steps
• Cable and telecom companies are interested in local video
• OTT platforms are growing – Connected TV’s, ROKU boxes, etc
Chuck
CALKINS MEDIA PHILADELPHIA