Home' Local Media Today : June 2015 Contents 14 | LOCAL MEDIA TODAY | June 2015
Q At the Digital Revenue Summit you talked about the allure of online video and
how zero percent of your clients don’t want to be involved with this form of
advertising. But, you also said it’s not enough on its own. Why is that?
A We spend a lot of time discussing online video with clients. A programmatic
video buy with third-party-targeting data is very different than a “rewind TV”
buy through Hulu and other major video hubs. One is very action-oriented and de-
signed to accumulate mass efficiently, and one closely replicates the traditional TV
model. The pricing of each of these varies dramatically as well. So when a client is faced
with CPPs that exceed traditional TV in order to reach smaller online audiences, it can
be daunting. It’s also often surprising to clients when digital advertising carries a high
price tag. That was a big hurdle to jump over the last few years—online elements
executed well aren’t cheap! Long term and short term goals must be set and each target
segment must be analyzed from a business perspective before any actions are taken. Is
that 18 to 24 year old worth the immediate expenditure? How are advertisers handling
immediate versus prospective customers? Investment priorities are essential, especially
for SMBs with limited marketing budgets.
Q You also talked about some of the weaknesses of digital advertising and measure-
ment tools. What do you think needs to happen with IAB standards that would
yield meaningful change of perspective for you and your clients, especially for those
spending big budgets?
A Right now, the unknowns can temper our clients’ excitement about new digital
opportunities. As advertisers, we all inherently KNOW that online media adds
incredible value to our campaigns but the traditional model is not directly replicated
online. As a result, there are some accountability disparities that advertisers have had to
accept that just can’t last. The IAB has done the best they can, but no one has the
panacea. I think we’ll see individual publishers lead the charge with unique account-
ability and engagement standards over the next two years. Agencies and publishers
should hold themselves to a higher standard and look beyond low CPMs, which can
come at the expense of the quality of the buy.
Engagement will be an increasingly strong selling point for media strategies moving
Q What are the tools that advertisers need for success? What should local media be
discussing when pitching direct buys?
A What’s the most valuable element your site can add to the consumer journey? Is
there a way you can increase meaningful engagement with consumers beyond a
typical display ad? If so, sell it hard! If we’re not buying for scale directly, we’re looking at
site-direct buys that add unique engagement beyond programmatic scale.
Q Finally, what do your instincts tell you about native advertising in local markets as
perceived by SMB’s? And how much emphasis should local media be putting on this
form of marketing?
A Native advertising is often discussed as a “new” form of advertising, but it’s
really just a re-purposed print advertorial featured on a different platform.
However, that doesn’t mean it’s not a viable ad format – it just means that advertisers
(and publishers) should use their heads when considering it.
If you wouldn’t have considered an advertorial for your brand, why are you consider-
ing native advertising? Is it really going to capture engagement from digital consumers?
And from a publisher’s perspective, can you maintain the respect of your readers and
walk that fine line between church and state? It’s important to ask if you have the right
team in place to create true value for your audience with this content.
Native ads really need to be as good or better than the editorial content they sit beside
in order to drive engagement. If there is no synergy between the content, the advertiser
and the audience, everybody loses. So think carefully about these elements before you
jump into it because it’s a “new” revenue stream or ad opportunity.
CONT. FROM PAGE 2
The LMA staff is on the go hosting
conferences, speaking at various
industry events and conducting
training across North America and
The upcoming schedule includes:
WAN-IFRA 67TH WORLD CONGRESS
May 30-June 3, Washington, DC
‘Punching Above Our Weight: How Small and Mid-Sized
Publishers can lead the digital transformation’ is the
topic to be tackled by a panel of experts led by LMA
President Nancy Lane at the World Association of News-
papers and News Publishers 67th World Newspaper
Congress and 22nd World Editors Forum. LMA Vice
President Al Cupo will also be on hand, manning the
LMA booth in the exhibit hall.
GEORGIA STATE PRESS ASSOCIATION
June 5-6, Jekyll Island GA
LMA’s Amie Stein will be facilitating training on Event
Marketing and Advanced Digital Sales Development.
LOCAL MEDIA FOUNDATION 6TH ANNUAL
June 7-12, New York City and Silicon Valley
LMA President Nancy Lane and Vice President Al Cupo
will lead a group of 25 senior level executives on this
week-long study tour with visits to a diverse mix of
innovative media and technology companies.
NEW YORK NEWS PUBLISHERS ASSOCIATION
June 15, New York
LMA’s Amie Stein will be a speaker, facilitating training
on Monetizing Social/Mobile/Video/Native and Advanced
Digital Sales Development.
GOOGLE ANALYTICS CERTIFICATION
July 15, Washington DC
August 20, Chicago
LMA’s Amie Stein will be conducting a one-day training
program on Google Analytics for Sales Teams. Two
separate dates currently open for registration. Special
pricing available for those also attending the Native Ad-
vertising Interactive Workshop on July 16 in Washington
DC or the Video Summit on August 18-19 in Chicago.
Contact email@example.com for details.
NATIVE ADVERTISING INTERACTIVE SUMMIT
July 15-16, Washington D.C.
LMA’s Nancy Lane, Al Cupo and Peter Conti will be at
this summit being presented by LMA in partnership
with BIA/Kelsey. Full details about this program are on
ASSOCIATION OF ALTERNATIVE NEWSMEDIA
July 16-18, Salt Lake City
LMA’s Amie Stein will be returning to this summer's
2015 AAN Convention to deliver a digital workshop.
FAST FORWARD: VIDEO SUMMIT
August 18-19, Chicago
LMA’s Nancy Lane and Peter Conti will welcome at-
tendees to this gathering co-presented by LMA, Borrell
Associates and Local Search Association. More details
about this conference are on page 1.
August 19-21, Vail, Colorado
LMA’s Nancy Lane will be moderating a two-hour ses-
sion at The Roundtable on August 21. This invite-only
event conducted by Leap Media Partners attracts 60
of the most influential media executives who gather to
talk about industry trends in a casual setting. She will
be joined by Innovation Mission attendees Bob Brown,
Mark Poss, Suzanne Schlicht and Eric Bright. They will
share the bold changes that they have made at their
companies over the last two years.
ARIZONA NEWSPAPER ASSOCIATION
September 25, Phoenix
LMA’s Amie Stein will be on the program, conducting
multiple workshops including Monetizing Native/Social/
Mobile/Video, Advanced Digital Sales Development, and
Fundamentals of Sales, Event Marketing.
LOCAL MEDIA TECH EXPO
September 28-30, Denver Tech Center, Denver
LMA leadership will be on hand to welcome R&D
partners and media company representatives at this
inaugural event; held in tandem with the Local Media
Consortium’s fall meeting running concurrently at the
LOCAL MEDIA INNOVATION CONFERENCE
September 29-October 1, Denver Tech Center,
LMA leadership will welcome local media profession-
als, R&D partners and media buyers to LMA’s premise
stand-alone event. Agenda is in development and will
reflect cutting edge and forward thinking multi-media
solutions and opportunities for local media. Mark your
calendars and stay tuned!
To schedule training, inquire about these events
or to discuss conference speaking opportuni-
ties, contact Lindsey Estes at Lindsey.l.estes@
ew sales reps onboard
that need training? Time
to conduct refresher train-
ing with your existing staff? Look no further
than the Advanced Digital Sales Certifica-
tion Course offered by LMA.
This Advanced Digital Sales Certifica-
tion course offered by LMA has just been
updated and members are urged to sample
the course free of charge to see if it would
be a good fit for your team. Mark Mulhol-
land, VP Marketing, Evening Post Publishing
Newspaper Group, said “I love the ‘new,
improved’ Advanced Digital modules. Excel-
lent updates and enhancements.”
The self-paced e-learning course con-
tains 15 hours of course material broken into
26 modules under five distinct categories
– Business development using digital tools;
Multi-media proposal development; Setting
client expectations; Digital ad formats; Digi-
tal sales ideas by ad categories. Students are
tested at the conclusion of each module
and certification is issued with a 90%+ total
Companies such as Deseret Digital, The
McClatchy Company, Wick Communica-
tions and Evening Post Industries are using
the complete LMA Sales Certification pro-
gram as part of their ongoing training efforts
and are reporting great results.
Contact LMA Sales & Marketing Director
Peter Conti at firstname.lastname@example.org to
Sales Certification Training Updated
Sample the course free of charge
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