Integration training presented w/c 3 Sep 12

1. ANM Integrated Sales Training

2. How do you consume your social media?
How has social media changed your routines and media consumption?
Is it a better world?

4. Our vision for you
By the end of this course, participants should be able to…
• Describe the benefits of integrated advertising in terms of reach, frequency & response.
• Identify the signs that a business would benefit from digital or magazine advertising as part
of their media mix
• Generate excitement around the opportunities presented by a multi-platform campaign
• Confidently speak to clients about the measurement metrics for adelaidenow & mobile and
the projections for digital advertising growth in Australia
• Understand the positioning of each of ANM’s platforms in the 24 hour news cycle
• Confidently pitch integrated ANM solutions for increased marketshare at the expense of
radio and TV

5. ANM’s success relies on strong print revenue

6. Working Together

7. Share some stories of how online has helped open up communication
channels with clients or helped us get print based campaigns over the
line.

9. 730k UA p/m
200k UB p/m
adelaidenow –
37,200 adelaidenow
1k subs TA*M – 4,700 – 10,000 TA*M – 150
AN win stuff – TA*M – 4,620
3,600
3k subs
Source: Press Readership – Roy Morgan to Mar 12, anow UA Nielsen Apr-Jun av

10. Understanding Environment vs Audience

11. Understanding Reach + Environment

12. Discuss how our reach, environment & audience work together to provide us
with a significant competitive advantage in this market

14. • Effectiveness
E
=
• Mass x
M
• Connection x
C2 • Creativity

15. ANM print & web together
“Newspapers and their websites capture the undivided attention of
users, making them the ideal environment to influence consumers
behaviours””
Advertising in both newspapers and their online newspapers
 Instant mass reach
Drive visitors to a website for customers acquisition
Quality audience
Opportunity to increase frequency at short notice
Topicality
Measurable pre/post brand awareness
Source: Nielsen Media Research National Readership Survey Q4 06 – Q3 07 All People Aged 15+

16. Differences
Newspapers offer different
reason for usage compared
to their websites
Newspapers are about providing
a mind expanding read, while their
Websites ‘scratch the news itch’

17. Newspapers Trigger Call To Action

18. Content
In depth, exploratory: 45min Bite size, Snapshot: 8min
Sets the daily agenda Provides up to the minute
breaking news
Stimulates Conversation Provides a platform for
expressing opinion
Linear read covering a broad
spectrum Sectional modules with
navigatable links

19. Advertising
Descriptive, Detailed Eye catching, click provoking
Predominantly call to action Predominantly call to click
Informative Visual
Measurable in response Measurable in clicks & views
‘beyond the rectangle’ Rich/Video

20. Does this follow your media consumption?
Do you pay attention to advertising in the paper & online, or do you shut it
out?
Do you prefer your advertising to be relevant to the content, or just relevant
to you?

21. The 4th Pillar

22. Facebook referrals growing

23. Advertising
35000
30000
25000
7 News
20000 Mix
SAFM
15000 Nova
AdelaideNow
10000
5000
0
7 News Mix SAFM Nova AdelaideNow

24. Social Media Engagement
8000
7000
6000
5000
4000 9 News
3000 7 News
2000 Nova
1000 AdelaideNow
0
9 News 7 News Nova AdelaideNow

25. Tweet
Endorsement for an event
or sale to our 4,600
followers + wider
#adelaide
Editorial Blurb
Webpage link
25

26. Facebook Post
Endorsement for an event
or sale to our 4,700 loyal
fans
Editorial Blurb
Image
Webpage link
26

27. Pinterest listing
Topical product
or brand pin/s
Editorial Blurb
Opportunity to
feature price
Webpage link
27

28. How do you consume your social media?
How has social media changed your routines and media consumption?
Is it a better world?

29. How do you consume your social media?
How has social media changed your routines and media consumption?
Is it a better world?

30. The Big Picture

31. Creating and distributing high
quality news, sports and
entertainment worldwide.
01

32. Influencing more Australians
every day than any other
media company

33. Every day we engage audiences across multiple
platforms with high quality content.

34. Our trusted portfolio of
news, lifestyle, sport and search brands
reaches
six million Australians a month.
News Sport Lifestyle Search

35. Sales & Support: A knowledgeable team
backed by a strong support network.
Client or Ad Operations
Agency
Site Sales Managers
Integration
with
You ANM Digital Team Research & Insights News Limited
papers and
magazines
Product Managers
Integrated Sales
Specialist
Strong Support Team Quality Sales Team
Comprising of strategists, product Knowledgeable salespeople
managers, campaign focused on delivery of high
managers, producers and an engaged quality advertising solutions for
editorial team make it easier to clients and agencies.
facilitate your campaign from beginning
to end, with high quality results.

36. Audience

37. Our compelling content attracts large
Audience audiences across key demographic groups.
Jane & Frank
The ABs
Alisa OR John
Grocery Buyer with Kids
Gerald
25-54 yr old male
Zac & Amy Isabella
16-24 yr olds 25-44 yr old female

38. Gerald
25-54 yr
old male
Time poor worker who increasingly
turns to net for quality
news, business, technology and the
latest gadgets and follows sport.
NDM reaches 2.525 million men 25-
54 years daily (UAs) *
*Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot In L4W x Nielsen Online Answers DEC 2011

39. Jane & Frank
The
ABs
Professionals who follow leading
news, business and lifestyle content
as an anchor for their busy lives.
NDM reaches over 2.192 million AB
(UBs) monthly, 56% more likely than
the general population to visit the
NDM network*
* Source: Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot in L4W x Nielsen Online Answers DEC
2011

40. Alisa OR John
Grocery Buyer
with Kids
Gender-balanced Australian
household. Like a broad range
of news and lifestyle, but also
food and value sites.
NDM reaches 1.524 million
GBs with kids (UAs) monthly*
* Roy Morgan Research Single Source SEP 2011- Visited NDM network exc Kidspot in L4W x Nielsen Online Answers DEC 2011

41. Zac & Amy
16-24
yr olds
Gaming, popular brands and
passionate about
entertainment!
NDM reaches over 1.258
million (UAs) monthly*
* Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot In L4W x Nielsen Online Answers DEC 2011

42. Isabella
25-49 yr old
female
Highly engaged reader
across lifestyle categories
including health, fashion, food
and interiors.
NDM reaches over 1.777
million women 25-49 (UAs)
monthly *
* Roy Morgan Research Single Source SEP 2011 Visited NDM network exc Kidspot In L4W x Nielsen Online Answers DEC 2011

43. Audiences engage for longer with our premium
content, including branded newsletters and
social media sharing.
180,000
160,000
Newsletter Subscribers
140,000
120,000 ASD=03:29
100,000
ASD=11:25
80,000 ASD=03:54
60,000
40,000
20,000 ASD=08:00
= average 10,000 20,000 30,000 40,000 50,000
session duration
Source- Nielsen online
SiteCensus August2011
Social Media Followers

44. Consumer behaviour is changing
rapidly and we keep up, owning the
agenda throughout the day.
15
10
%
of total
activity
5
2 4 6 8 10 12 2 4 6 8 10
AM PM

45. Key Sites

46. Australia’s largest food and
recipe network
• A unique channel combination that brings
together the most powerful food brands in
Australia
• An extensive brand platform with multiple
consumer touch points at each stage of the
purchase cycle
• Home to Australia’s and the world’s top
food talent
• Suits everyone from the novice to the
confident cook
• Driven by tried, tested & trusted recipes
from Australia’s leading food magazines

48. Australia’s #1 health, happiness and
wellbeing media brand
body+soul body+soul
newspaper section online
MOTIVATIONAL & DEEP DIVES &
ME TIME INDEPTH ADVICE
‘trusted ‘research, planni
source, credibility & ng & community’
building advocacy’
5.5m Weekly Readers …………….
14+ Minutes of Me Time

50. • Reach qualified shoppers at critical point in buying
process
• Near point-of-sale, preparing to purchase
• Not just price: emphasis on value, product features
Getprice users are more likely to purchase
Point of Sale
Consumer Independent User reviews Product and
at Online
search begins product and product Price
Retailer
reviews comparisons comparison
RESEARCH SELECTION & ACQUISITION

51. Key Stats & Demo’s
• 1,202,000 Unique Audience – NOR July 2012
• 1200 Online & Multi Channel Retailers – Approx 2.8
million products
• Hitwise Number 1 Shopping and Directories website -
2010 and 2011
• Deloittes Top 50 fastest growing technology company
in 2009 ,2010 and 2011
• 115,000 shoppers now signed up to the Getprice
Newsletter Best Aggregation
• Getprice partner network includes News Digital Channel - Online
Retail Industry
Media, Yahoo, MSN
Awards 2011 & 2012
Shopping,Choice, News.com.au, Taste, Shop Ferett, PC
World, Good Gear Guide and C-Net.

52. Getprice Audience
Demographic info Behaviours Attitudes
59% Men
41% Women Average number of times
bought products/shopping Quality is more important than
over the internet in last 3 price(73%)
mths – 5 times
Average Age: 41 years Born to shop (16%)
87% visited online
communities & messaging I buy more store’s own products
than well known brands (40%)
Average HH income : $121K
sites in the last 4 weeks
I enjoy clothes shopping (42%)
76% visited News &
Newspaper sites in the last 4
AB Socio economic Group: 36%
I am always ready to try new &
weeks different products (61%)
Big Spenders: 64%
Source: Roy Morgan Research March 12; visited getprice.com.au in last 4 weeks

53. These guys are active and avid
Men’s Lifestyle
consumers...
Audience Profile
72% male
Monthly Audience
64% age 18-34
148,000 UAs 92% have bought something online in the last
six months
891,000 PIs
89% will buy a smartphone as next phone
110,000 Video Views
68% exercise between 2-6 times / week
270,000 Newsletters
3m 50s Time Spent 55% drink beer at least once / week
per Person
58% hold an undergrad or postgrad degree
19% fly 6 or more times / year
22% have an investment property
*Nielsen Answers – May 2012
*Source: Effective Measure independent user survey
- April 2012

54. The Premiere Destination • Targeting people (Men 18-34 in
For Videogame and particular) who play games and
Entertainment Content have an interest in broader
entertainment
• Exactly 50% of IGN’s audience are
age 21-34
Monthly Unique Audience 842,000
Month on Month UA Growth +11%
Monthly Page Views 11,521,000
Time per Person 9m 20s
Source: Nielsen Online Ratings April 2012
Guinness World Records crowned IGN.com
“World’s Most Popular Video Games Website”
- June, 2011

55. Demographic info Behaviours Attitudes
20% intend to buy a new car Believe quality is more
70% Men; 30% Women within the next 5 years important than price (78%)
Choose a car mainly on its looks
(17%)
Are 148% more likely than
Average Age: 41 years You can tell a type of person by
the total population to buy a the type of car they drive (36%)
new car within the next year
Buy a product because of the
Are 20% more likely than the label (31%)
Average HH Income $109K total population to have
comprehensive vehicle I’ll go out of my way in search of a
insurance bargain (41%)
Source: Roy Morgan Research March 12; visited Carsguide.com.au in last 7 days

56. CARSGUIDE.COM.AU AUDIENCE
Our online audience has been broken out into four segments:
Sellers who no longer find
Buyers on the search their car to be a perfect
for their perfect match. These break-ups
B match in the next 12
months, whether it’s
new or used.
S can be due to a number
of reasons: new job, new
baby, travelling or an
emptying of the nest.
Advertisers use us to
Car dealers use us connect with our
D
to connect with
those on the hunt
for a car. In turn we
allow them to
A consumers who are
actively in market to buy
and sell, source useful tips
and advice and connect
generate more with our dealers.
leads.

57. CONSUMER PROFILING: PATH TO PURCHASE
Seek – 4 months Involve – 2.5 months Act – 1 month
Consumer considers an initial set Consumers add or subtract brands Ultimately, the consumer selects a
of brands, based on brand as they evaluate what they want. brand based on value for money.
perceptions and exposure to There is usually 2.2 new brands ‘The deal’ can sway the brand and
recent touch points. There are 3.8 added as they start to learn more model decision.
brands on their radar at this point about the brands. They are now
and two model types. convinced on one type of model.
The consideration process stretches across 7.5 months.
* Roy Morgan Platinum: Dec ‘10 – Oct ’11

58. MOST SEARCHED NEW MODELS
Search generates 70% of Carsguide.com.au’s traffic
*UNICA May 2012

59. CareerOne

60. How do you consume your social media?
How has social media changed your routines and media consumption?
Is it a better world?

62. AGENDA
• The Digital Landscape
• The Competitor Landscape
• Demystifying Digital
• Our Digital Offering
• Useful Resources

63. THE DIGITAL LANDSCAPE

64. TOTAL MEDIA SPEND: $9,893,135,000 (APRIL 11- MARCH 12 )
Source: Nielsen Adex Data

65. THE DIGITAL MEDIA MIX

66. ONLINE VIDEO ADVERTISING EXPENDITURE

67. MOBILE USERS> DESKTOP INTERNET USERS WITHIN 5 YEARS
Morgan Staley Research

68. THE COMPETITOR
LANDSCAPE

69. THE COMPETITIVE LANDSCAPE
PREMIUM
COST
TIER ONE
TIER TWO

70. PUBLISHERS
The ‘Top 5’ represent 63% of the total display revenue in Australia
Publishers own or create the content on their sites

71. AD NETWORKS
• Ad networks are typically third party companies that sell Australian eyeballs on a range
of national and international sites or on behalf of independently owned sites.
• Most commonly sold on a blind performance based model or by vertical

72. THE LONGTAIL
• May be lower reach but engagement with the audience is
strong
• Niche sites covering specific interests/passion points
• Examples: Blogs, Forums, Sporting Associations, Film
Reviews, Music and Artist fan clubs, Casual Gaming, Mobile
Downloads, Wedding Planning, Baby and Parents

73. DEMYSTIFYING DIGITAL

74. DIGITAL JARGON
Page Impression: Also known as page requests or page views. Page
impressions refer to the number of times that a web page is requested from a
server.
Unique Browser: This is a visitor tracked by IP. Each IP is counted only once.
Unique Audience: The number of unique individuals who have visited a Web
site at least once in the reporting period
Think of this as Circulation
Average Session Duration (ASD)
This is ‘time spent’ or a metric for engagement
CPM= Cost Per Thousand Page Impressions

75. STANDARD DISPLAY SIZES
TEXT LINK: 25 Heading and 70
MEDIUM Character Body
RECTANGLE
300X250
HALF PAGE
LEADERBOARD 728X90 300X600

76. STANDARD BANNERS
• Standard banners account for 70% of all online ads
• 30KB to 40KB in file size

77. WHAT IS RICH MEDIA??
• Rich media is a terms for advanced technology used on internet
ads, these include streaming video, audio, interactivity, and special
effects

78. ONLINE COST MODELS
method cost reason example
Time Based Fixed Price High Awareness Daily Homepage
and Impact Buyout
Sponsorship Flat Fee Exclusivity of 100% SOV of
Content Business
CPM Cost Per 1000 Purchase based on Run of Site/Section
Impressions desired reach SOV
CPA Cost Per Acquisition Only pay for an Performance buy
identified action
CPC Cost Per Click Only pay when a Performance Buy
user takes interest

79. BUY TYPE BASED ON CLIENT OBJECTIVES

80. HOW IS AN AD SERVED?

81. OUR DIGITAL OFFERING

82. OUR USP
• Apps & Devices
• Targeting
• Social integration
• Sophisticated
Combining quality advertising
solutions
content and leading
digital advertising
technology, backed • Leading media brands
• Dedicated journalists
by superior service. • Premium content
environments
• Made for medium
content
• Inspiration &
Insights
• Innovation &
Updates
• Sales & Support
• Integration &
Collaboration

83. OUR DIGITAL NETWORK REACHES 6 MILLION PEOPLE PER MONTH
News Sport Lifestyle Search

84. AUSTRALIAS MOST AWARDED NETWORK
Source – Nielsen Market Intelligence
Apr 2011

85. WE CONNECT THROUGH OUR AUDIENCES PASSIONS
Each month our sporting
Our foodies will spend about
fanatics spend nearly 4million
4m hours on Taste.com every
hours with our sports
year
content.
Our fashionistas will
contribute around
20,000 posts on
Vogue.com.au every Each month gaming
month enthusiasts leave an average
of 14,000 and ‘Like’ articles
Reaching over 746,000 women 50% of bodyandsoul.com.au members 62,000 times per month.
searching for the latest in are interested in fitness
entertainment news

86. OUR AUDIENCE IS HIGHLY ENGAGED AND LOYAL
180,000
160,000
Newsletter Subscribers
140,000 ASD=08:12
120,000 ASD=03:29
100,000
80,000
60,000 ASD=11:25
40,000
20,000 ASD=03:54
Social Media Followers
Size of dot =
average session duration 10,000 20,000 30,000 40,000 50,000
Source- Nielsen online SiteCensus August 2011

87. OUR AD PRODUCTS
Apps &
Display Video Email Custom Targeting Performance
Devices
Editorial Audience
High Impact Pre-Roll Ticker Cost Per Click M- Sites
Newsletters Targeting
Double
Standard Ad Solus edm by Keyword Masthead
RMX Column Low CPM
Units brand Targeting App Network
Block
The Perk Integrated Custom Social Media
Extender
Solus edm solutions Segments Apps
Social Media Lifestyle
Lightbox
integration Apps

88. TRAILER ROYALE
• Tells a story in a
dominant, theatrical way.
• User initiated means
interactivity and
engagement.
• Versatility allows for
extensive targeting options
across NDM websites.
• Extensive user reporting
gives advertisers access to
customer interaction data.

89. PUSHDOWN
• Take prime position
above the page content-
Loads a large panel
above page header
• Subsequent impressions
load a polite panel to
revisit your message
• Extensive engagement
reporting gives insights
areas that drive the most
interest

90. PAGE WRAP
• Online version of a
page wrap.
• Wrap your brand
around most NDM site
homepages.
• Seamlessly integrated
creative execution with
page content.

91. HUMDINGER
• Dominant panel loaded above
all content
• Large palette for creative
flexibility
• No frequency cap (loads full
panel for entire day)

92. CATALOGUE AD UNIT
• An engaging retail
experience
• Rollover initiated
expanding catalogue
• Social integration
• Store locator and
catalogue download

93. Over-The-Page (OTP)
• Standard or full pages sizes available.
• Provides maximum exposure.
• Creatively convey an array of brand messages.
Standard Full Page

94. In-Player Video
1. Pre-Roll & Companion
• Solus ad break
• Pre roll up to 15 secs
• Companion Med Rec on some players
2. Skinning & Integration
• Create a strong branded experience
• Clickable, static skins
• CTA follows video to enhance brand recall
3. Video Overlay
• Appears for 10s from 30” on clips
• Dimension 450x50
• Provide flv or text link creative

95. Video Light Box: Expanding Video Player
• Click initiated video
medium rectangle
• Expanding into full-
page light box with
video

96. Video Extender
• Users can expand the TVC to their ideal
sizeExpanding medium rectangle video
unit
• Playful teaser prompts user interaction

97. VIDEO: RMX
• Showcase TVCs in standard
size placements
• Half page RMX offers TVC
placement and 3 CTAs
300 x 250
• Tracking and reporting
on user interaction
300 x 600

98. Daily Newsletters: Effective, targeted, direct.
• Reach over 1.6 million subscribers each week.
• Higher ROI than display alone.
• Email averages a 0.10% CTR.

99. Solus eDM
• Stand-alone emails dedicated to one
brand/product.
• Co-branded with trusted NDM brands.
• Perfect for tactical offers to generate buzz.
• Entice your consumers – format allows
creative freedom.

100. Ticker
• Integrated hard coded
placement- Premium
placement amongnst
content.
• Convey a range of
messages within page
boundary.
• Reinforces and
enhances standard
roadblock buyout.
* Subject to site discretion

101. Double Column Block
• Advertising placed among
homepage content.
• Below the fold unit – high
impact, large format
• Similar CTR to Medium
Rectangle despite being
lower on the page

102. Side Skins
• Offers increased ownership
and visibility- great visual
branding opportunity
• Skin homepages and breaking
news sections across the
network.
• Convey multiple
messages, utilizing all
elements:
– medium rectangle
– Leaderboard
– side skins

103. Integrated Solutions
• Access to a team delivering
new innovative solutions.
• Align with the strongest media
brands in the market.
• Take advantage of a loyal and
engaged audience.

104. Social Integration
Integrate your campaign
seamlessly with social media:
• Site-specific brand and twitter
pages allow sharing online.
• Integrated share functionality
within all article pages.
• Social Media Applications
linking your campaign to:
– NDM network
– Facebook
– Twitter
– LinkedIn

105. Social Integration
Our service team also:
• Know where people talk about
your product.
• Can get you into the
conversation.
• Build your strategy around our
brands for greater reach and
interaction.

106. Cross Platform Integration
• We work with you to deliver innovative campaigns across multiple platforms.
• We strive for simpler, easier implementation.
• Platforms include newspapers, magazines and digital (online, iPad, mobile).
Magazines
Online
Newspapers

107. TARGETING
Why NDM Targeting? How Do We Target?
• Flexible and transparent Behaviour: Behavioural targeting and
customer segmentation. retargeting helps you connect with our
audience based on interests, attitudes and
• Utilise our trusted data on
purchase intent.
consumer behaviour across
brand sites.
Relevance: Keyword and contextual
• Our audience span a range of targeting utilises brand values and
different interests. associated categories.
• Connect with around Compass: First Impression gives a HUGE
6 million engaged consumers. reach, Demographic and Ad Server (time /
geo / browser) targeting offer increased
effectiveness at no charge.

108. PERFORMANCE
• Get access to a highly engaged
Australian online audience.
• Wide ranging and high reaching quality
Maximise Cost
touch points:
Quality Effective
– Quality Leads: optimization Leads
matches ads to individuals likely to
respond
– Cost Effective: low cost solution
for direct response marketing Brand Minimal
Safety Wastage
– Brand Safety: trusted content with
an engaged online audience
– Minimal Wastage: buying model
ensures you only pay for results

110. Leaderboard
Integrated Header/Skin
Medium Rectangle
Sponsored Content Module

111. NEWS LIMITEDS DIGITAL STRATEGY

112. FOUR KEY AREAS FOR 2012

113. TABLET APPS
• Australia’s leading App network across News and Lifestyle.
• Leaders in publishing content across multiple platforms.
• Adapting content to consumer behaviour throughout the day.