Selling online advertising on group websites Tindle digital training

Selling online advertising on group websites

Tindle digital training

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Digital and online marketing

Why digital advertising? It is a fact that people are increasingly using online outlets for news and information alongside traditional newspapers. As a group we have kept pace with changing times and all of our titles have websites that complement our printed newspapers and periodicals. We cannot, however, rely on income from traditional means to subsidise the digital editions and we need to generate revenue from those sites as the medium grows in importance.

What does selling digital advertising mean for us? We can now offer our customers a full one-stop service with a portfolio of print and online This gives you, the sales representative, the opportunity to act as your customers’ marketing guru! In order to make this exciting new service work, you need to know your stuff when it comes to digital. This training manual is aimed at answering any questions that may be holding you back from package selling and all those target bonuses! It has been put together in a simple flow chart format so you can easily refer to the section you may need advice on.


SELLING DIGITAL TINDLE NEWSPAPERS TRAINING MANUAL

What packages can I sell?

How to check status of the ad

PACKAGES pages 4-11

USING ADTECH SERVER page 20

What is Native Advertising? GOING NATIVE page 9

Selling tips and further information COMMERCIAL SUPPORT page 21

How do I sell a package? SELLING PACKAGES page 12

What questions might an advertiser ask? REPORTS & TRAFFIC page 14

How do I book an ad? BOOKING AN AD page 16

Can I get help with Social Media? TWITTER & FACEBOOK page 22

Are there any examples of social media working? FACEBOOK EXAMPLES page 23

Where can I get a media pack? MEDIA PACK TEMPLATE page 25

How do I get a proof for my customer?

Glossary and Frequently asked questions

PROOFS & VISUALS page 17

JARGON BUSTER & FAQ pages 26

If you need any further information on any subjects raised in this guide please contact; Attracta Astley - Tindle Newspapers digital training • [email protected]

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What digital ads can I sell? At the moment we are offering a package called Easy Ads. This consists of a Leaderboard, an MPU and a Mobile Banner. This package/campaign can be sold over a period of time but with a minimum of 5,000 page impressions at £45. A double MPU and Double Leaderboard along with a mobile banner are also available, again with a minimum of 5,000 page impressions at a cost of £60. However, when selling as an add-on to a print ad, don't quote for less than 10,000 if possible and don’t immediately drop to 5,000 if they refuse. 9,000, 8,000, 7,000 and 6,000 all are better than 5,000. (Refer to your media pack for prices). You are the best person to gauge your customers’ response and tailor your sale accordingly so as not to lose the sale. We are also offering a Home Page Take Over (HPTO) which covers a Leaderboard and five MPUs• This is sold at £45/1,000 page impressions with a minimum order of 5,000. If you are a smaller centre, you can join forces with a sister paper to make this deal more costeffective and give added value to your advertiser by offering them exposure on more than one website. You can also sell HPTOs by tenancy (static placement) rather than Page Impressions, and this can be sold for one day or several days.

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Taking over a page There is also a SKIN (fireplace surround) which has domination on the surround of the page, consisting of a leaderboard and two sidebars. This is sold at £25/1000 page impressions with a minimum order of 5,000. Your digital booking centre can provide you with the dimensions should you need them. If you are a smaller centre, you can look to share this package with a sister paper to also appear on their website thus giving more value to the customer for their spend.

A SKIN or fireplace surround can be booked using the standard interactive booking form paying attention to the fields shown right.

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mix

&

match

Looking for a great package deal this summer? We have now added new packages and ways to sell digital that are proven to work.

How do we know? Because you told us! As well as our stand alone packages like Easy Ads, Native and Home Page Take Over, we can now combine packages but you must still have a minimum order of 5,000 impressions. This is ideal for customers who want to promote a brand, event or just vary their advertising in print and online. It is already working very well for some of our centres and giving greater flexibility to the customer.

To book Mix and Match, Skycrapers or any other non-standard package click on ‘other’ on the form and specify instructions. (See full booking form p16).


mix

&

match

example

HPTO

2,000 impresssions

£90.00

Easy Ads

3,000 impressions

£27.00

Native Ad

Based on Group News Page, 7 days

£57.50

Total Spend £174.50 plus cost of print ad = Comprehensive print and online campaign

So this would add an extra £174.50 to your sales figure that week and give your customers maximum exposure.

Remember, you are now their one-stop multi media contact

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Skyscrapers This is similar to our current SKIN but without the leaderboard. The skyscrapers will run down the left and right outside edge of the website. Cost is £9/1000 with a minimum order of 5,000 impressions Unless specifed to remain on the Home Page, the Skyscrapers will rotate on the website pages.

• The ad must have a distinct colour separation to the rest of the content on Tindle website. These can be fixed or animated.


Native (online sponsored ads) What is Native Advertising? Basically this is an advertorial. It’s all about adverts blending in with their surrounds. Content is key as this is what engages the readers.

article in our new Property or Motors sections of our websites. There are no restrictions on where articles should be placed in a list, which can also be packaged with a banner, MPU or Skin.

Pricing and Process? Pricing rates can be found on the Commercial Admin Area of your website. The prices are based on a date up to and including 7 days. The ‘sponsored’ content will be uploaded to your site by the Editorial department, in the same way as the news is uploaded. Although Native Advertising (Advertorials) are uploaded by the Editorial department, it is still in the same way, sold by the rep and the article will be marked as ‘sponsored.’ This will make it clear it is paid-for content and not news. Bear in mind that, while the content is paid for, it should not just read like an advert in a paper. It should be newsy, tell a story, be interesting for readers and capture the attention. Don’t forget RATES can be found on the Commercial Support Area of your website (see weekly newsletter)

How does Native Advertising work? Native Advertising is one of the cleverest forms of advertising out there, but how exactly does it work? Well the answer is simple...by pretending it is something that it’s not. The most important thing to remember with native advertising is that content is king. Native Advertising (advertorials) will sit on the Home Page in either slot 4,5,6,7, thus bypassing a number of factors which would otherwise mean the advert would not be seen. The main thing to remember with Native Adverts is that they offer a guaranteed way of promoting your content without being disturbed. The numbers for Native Advertising are impressive. It is said that consumers look at Native Advertising 52 per cent more frequently than banner adverts. Native Advertising generates 85-93 per cent more clicks than banner ads.

Selling Native Advertising? It is suggested that the article should be 500 to 700 words and up to 6 pictures can be placed with each piece, like news stories, which will be be shared on all our social media content. It is also suggested that no more than two Native Advertising pieces are sold to the Home Page at any one time. But there is no limit to the numbers that can be sold to the Motors and Property sections. In the first instance there will be two opportunities for Native Advertising. 1) Advertisers can pay to have a sponsored article on the home page of our website. 2) Advertisers can also pay to have a sponsored

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New job today packages We are now able to complement our print recruitment with online packages

Everyone should now be familiar with the new recruitment pages at NEW JOB TODAY. The ads or packages are uploaded via the CMS (Content Management System). To access New Job Today click on the recruitment section on your publication’s home page with your username and password. (if you are unsure of this contact your dedicated Tindle superuser, detials can be found under ‘recruitment’ in the commercial support area. Access the CMS and you can book ads and packages. Rates and add ons are as follow;

Basic ad on line £100 Premium Job highlighted background but does not move on list.

Plus £25

Feature Recruiter logo will be displayed on Job board, linked to the company profile page with all their latest Jobs

Plus £50

The pages will look like this

Digital and online marketing Top Job highlighted and puts ad to top of listing. Will show first when keyword is used in search (for job category) Display Logo in Listing company logo on job listing

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Plus £30 FREE

Promoted job will be at the top of Job list but below top Jobs in that category

Plus £25

CV recruiters have access to CVs

Plus £35

Featured Ads/job home page logo with brief job title description

Plus £45

Sponsored Key Words add one or more keywords with enhanced background i.e. Finance, Administrator

Plus £35

Also, please note that the time each of the ads or the upsells appear on the site are again down to you when BOOKING on CMS. Any editorial content that appears on the website is general and will appear on all sites that have access to the CMS site and will be decided via your MD/GM Please remember when booking CV access, you will need to activate this. Feature Job also needs to be activated with a tick box in the upgrade job (which is shown as Home page).

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How do I sell a package to my customer? Now that you know what packages are currently available, how do you convey the benefits to the advertiser and package the cost with print to show the value for money they will receive? Just like print, you need to find out what your customer wants to achieve. Does he want to get results quickly, for a sale, limited offer or time sensitive event, or would he benefit more from a slow burn over a month? Options: Easy Ads – can be timed over a shorter period or spread over a month. HPTO (Home Page Take Over) or Skin (Fire Surround) provide an instant impact for a day. This could be further enhanced by promoting this website ad on your Facebook and Twitter pages with a link. For normal promotions, a good sales tool is to say that the Easy Ads will be spread over the month, which will only cost around £11 a week . This, teamed with their usual print ad, gives the advertiser a much wider platform, across print and online, and gives them the chance to reach new, extra customers. Native is usually spread over a week and appears as sponsored ads within editorial. Skyscrapers provide excellent impact and can run over a period to suit with a minimum of 5,000 impressions. New Job Today various options can complement print recruitment advertising and for whatever period necessary or until a specified closing date.

The Information in these Fact Sheets is included at the end of this manual or they are available to download in the commercial support area

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EasyAds What are EasyAds

EasyAds provides an entry level introduction to online display advertising. It lets you deliver key messages to online consumers - your potential customers, and directs response to your website. From a library of pre-designed templates your display ad is adapted with text to deliver your message and customised with your own images and logo if required. All 3 online display advert types - MPU, Leaderboard and Mobile Banner are created and will appear on the site dependent on which ad slots are available.

Where will my ads appear on the site? EasyAds are served based on number of impressions (minimum 5,000). This means that they can appear anywhere across, for example, the Home Page, the News, Sport, Community or What's On pages, therefore targeting a diverse audience.

How much will it cost me? EasyAds are priced at £9 per 1000 impressions. That's just £9 every time your brand and message is displayed to 1000 viewers. It's as easy as that.

How can I measure response? We can supply reports that tell you how many ad impressions and how many clicks through to your website were generated. T E OR TABLE HON

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What questions might an advertiser ask? How many people look at your website? • How many page impressions are there? Questions about unique users and page impressions online are similar to questions about circulation and readership in print. Unique user figures relate to the number of individual people who visit your website. Page impression figures relate to the total number of times a page on your website is visited (The PI figure is higher because certain people will access your website several times or read more than one story while they are on the site). We are all emailed a traffic report each week with the Tindle Digital Newsletter that looks like this;

Reports are emailed every week with accurate traffic figures for each group title

It shows how many (1) unique users (individuals visiting your website) and how many (2) page impressions (times pages have been looked at) per month• This can also be broken down to weekly.


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You will be able to pass these Unique Users and Page Impression figures on to your customers and update your digital rate card monthly with the new information. This means that, as well as giving the customer a price and agreeing a length of time for adverts to appear online, you will also be able to accurately show how many people visit the site per day, week or month, and how many pages are looked at. If your unique users are low, it is better to push the page impressions, to tell customers how much opportunity they have for their ad to be seen. You can also let prospective customers view examples of generic ads by directing them to www.tindlewebproofing.co.uk You could even go a step further and break down the print and online cost in terms of per thousand readership which will show great value for money.

How do I proof an ad? You will receive an email with a link to the proofing website which will display the adverts you have requested. You can forward this link to your customer so they can look at the advert proof for themselves. Any changes you wish to make to an advert must be emailed back to your booking centre so they can make the changes. They will then repeat the above step and send you another link which will take you back to the website displaying your amended advert proof.

The Tindle Digital proofing page and (inset) an example of a digital proof.

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How do I book and make up an ad? To book a digital advert you need to fill out the relevant information on the interactive booking form illustrated below (this can be obtained from your digital booking centre). You need to then save the docket to your computer in a folder. Attach the docket to an email and send it to your digtal booking centre which will be one of the following; Cambrian News [email protected] or [email protected] Mid Devon Advertiser [email protected] (David) Farnham Herald [email protected] All elements of copy being supplied for an advert should be attached, with your booking form, to the same e-mail and sent to your contact at the digital booking centre. Remember animated ads need images, and be clear on text, colours and fonts you require. Aternatively, you can give the production team details of a customer’s website to visit and ask them to keep the ad style the same as said website. Please CUSTOMER make sure copy R TITLE NEWSPAPE instructions are clear and unambiguous. Also make sure you SITE request all that is PAPER WEB S W E N R O wanted in the same CUSTOMER e-mail which contains the booking form and ad elements When making up an ad, stick to the principles of AIDA Attention, Interest, Desire, Action. Try and make a different ad to the print one to maximise on their message/branding. Where possible always use the customer’s website details so that the public can click straight through to them. * The way the form displays may vary between computers and operating systems but the elements will be in the same place and the mark up tools will be similar.

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This is what the on-line booking form will look like* when it is emailed to you from your digital booking centre. It is an interactive PDF that will allow you to add your instructions to the required fields. Look for the Comments & Markup toolbar you will then be able to activate the fields in the file and add attachments. If you are still unsure how to use this form please contact your Digiad Centre.


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Spec ads (visuals) Don't miss out on this vital opportunity Remember to ask for two spec ads a week to show existing and potential customers what their online advertising could look like. You just have to tick the proofing box on the booking form.

What makes a good spec ad? You can chose from any of the packages, it's up to you what you think will work best and always include an advertisers unique selling points (USPs) and most eye-catching pictures (these can be taken from their website) along with their website details so readers can click through to them.

In context on the website Remember ads are judged in seconds so make it work!

A customer is far more likely to agree to the sale there and then if they can see for themselves how good their ad looks on your website. A link will be either sent to you to show to the advertiser or directly to the advertiser if you prefer. SPEC ADS ARE PROVEN TO WORK AND INCREASE YOUR REVENUE

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Uploading recruitment ads on newjobtoday 1. ACCESSING THE SITE • In your internet browser top bar type https://newjobtoday-admin.madgexjb.com • This will take you to a log on window. • You will be provided with a password and your username is your email address (if you are unsure contact Alison Cruse). [email protected] or your superuser. • Next you will land on the dashboard where you can make your job up and add your advertisers. Here you can also check what advertisers are on the system and the status of any jobs you have uploaded.

2 CREATING A RECRUITER If you have not previously posted an ad for a recruiter you will need to register them. Start the process by clicking the tab ADD RECRUITER. Fill the form in by following the instructions on the page. You MUST fill everything in with a red asterix (required fields) next to it. You can add further information if you wish. There are question mark icons next to all the appropriate boxes which give you guidance notes if you need them. Once you have completed the recruiter form press SAVE at the bottom of the page. This will bring you back to the top of the page you must then click PUBLISH RECRUITER. IT IS IMPORTANT YOU MAKE SURE YOUR RECRUITER IS PUBLISHED BECAUSE YOU WILL NOT BE ABLE TO PUBLISH A JOB TO GO LIVE WITHOUT DOING IT. You only need to publish an advertiser once. They will then be stored in your recruiters list and archived for future advertising.


3 ADDING A LOGO TO THE RECRUITER’S PROFILE You can upload a logo for your advertiser! It must be an exact size 180 pixels deep by 360 pixels wide RGB 72 dpi and in png or jpg. You can give this to your advertiser or get production to set for you. You can then store them and use over and over.

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360 pixels 180 pixels

4 ADDING A JOB Still on the dashboard click the tab ADD A JOB Add job posting or premium job. You can always upgrade your basic job on the UPGRADE TAB later. Go to tab and fill in FOC. Fill in everything with a red asterix* next to it. Select recruiter from drop down menu. There are also fields where you have to add location or select from a drop down menu If unsure follow the help with the question mark next to it. Logos can be added as per spec in add recruiter. When completed click SAVE then you can click PREVIEW to proof your job. Once you are satisfied with your job click PUBLISH JOB. The job will then show on your dashboard with a status. If it says DRAFT or AWAITING RELEASE you probably have not PUBLISHED RECRUITER so go back in and click PUBLISH.

You will receive this notification if it’s all gone smoothly

5. SEARCHING RECRUITER OR JOB. You can also check on the new job today website on your homepage to see your job live by searching the jobs listings.

6. FEATURED JOB Upload the job information as normal then upgrade and tick the box labelled home page job that then makes it a featured job.

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How do I check the status of an ad? Open your internet browser and go to the address; http://oneadserver.aol.com (no ‘www.’ prefix) At the top right of the page you will see it says CLIENT LOGIN hover your mouse over this until you see a drop down menu

On the drop down menu you should click ADTECH EU, this will take you to the log in page Sign in using the following details; USERNAME: [email protected] PASSWORD : Ti@123456 PLEASE NOTE THE PASSWORD IS CASE SENSITIVE / PASSWORD MAY BE CHANGED. REFER TO WEEKLY DIGITAL NEWSLETTER FOR PASSWORD CHANGES.

Once logged in at the top right hand corner you should see a tab that says ‘once you have found your advertiser.’ It will bring up a small one column table that displays useful info such as booked impressions and clicks etc. You can also click on the advertiser’s name to open a more detailed look at the campaign. To get a report for your advertiser, ensure you are on the single column screen. On the table you will see three small blue squares overlapping. Click on that. A message will then be displayed saying ‘No current standard report exists.’ It is being created for you now.’ Close this message and wait up to 10 minutes. Once those blue squares have turned green you can then click them again. The system will then ask you what format you want your report to be. Frrom there you can then download and send to your advertisers so they can see how well the campaign is doing.


Where do I get sales advice/tips and other useful Group information? You should receive a weekly commercial newsletter via email. It will appear in your inbox titled ‘Tindle digital newsletter,’ along with the date. The newsletter contains all the latest Group info and digital updates - plus links to commercial support area.

Measuring up?

Unsure of sizes? Sizing information is available as downloadable fact sheets at

www.tindledownloadablefactsheets

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Can I get help to use Facebook, Twitter and other Social Media? Yes, we have experts in the Tindle group who can help you make the most of social media in your advertising campaigns. Drop an e-mail to Vicky Wright – [email protected] Please don’t be shy about asking questions, as social media can be a minefield and no-one is expected to be an expert.

TIPS FOR SOCIAL MEDIA SUCCESS • Decide your objectives: branding, awareness, influence, customer service, sales • Choose appropriate platforms: Twitter, Facebook, Google+, Linkedin, Instagram, YouTube • Have a plan and strategy • Don't just sell or 'broadcast' - Engage by asking questions or adding polls • Comment on, like and share other's posts to build engagement and trust • Be consistent in frequency and tone • Use visual content and video to tell your story • Use humour and communicate the personality of your business • Embrace complaints by acknowledging them and dealing with them swiftly and openly • Tag key influencers in the community in your posts • Follow or like relevant accounts (including your customers) to build your own following • Run competitions to LIKE your Facebook page thus spreading your reach • Share relevant news items • Acknowledge and thank people who comment on or share your posts • Use your social media to tie in with your newspaper ads - in print and online • Monitor your competitors • Add a call to action: Phone us, visit our website, email • Use key words, phrases and hashtagsto make sure you are found in searches • Always try and include your town or area in your posts • Don't just DO social, BE Social


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Examples of Facebook posts and their influence Teasing your stories and competitions on Facebook is a great way of achieving audience interaction and brand awareness Always link the full story back to your newspaper’s website to gain maximum unique users and impressions. Here are some examples of how newspapers within our Group have done it. Courtesy of Andy Adams (Tenby Observer) and Alex Adey (Wellington Weekly News).

It’s a nice soppy little story, of course Facebook loves it!

Mandy’s a local legend, she’s done Ironman, a member of the Tenby Aces cycling club, until the accident ran a marathon most weeks (something like 40+ last year) and Ceris did an interview with her for the paper. The below link was well interacted with and had a good reach, but Ceris also posted a link to this on the Tenby Aces Facebook page, which is very active and drove yet more traffic to our website.

Given how popular animal posts are on Social media, I don’t think this one is a surprise. Lots of interaction.

Running even low value prize competitions can generate thousands of reader participation from our audience. This competition prize was worth £40 but reached 29,000 over people with 399 likes and 690 shares, there were also 155 comments left by readers. Details of the winner were re-directed from Facebook back to the the titles’ website thus generating a huge amount of Unique Users and Page Impressions.

All of these examples have a huge impact on page impressions thus giving your advertisers more opportunities to be seen.

24


Overcoming objections... Customer Rep

The click throughs are low, I'm not sure I'm getting seen? With click throughs, people are going to your website from ours. Remember though even if they don't click through that you are benefitting from brand awareness exposure. You are potentially reaching thousands of people with 5,000 impressions for just £45 or 10,000 impressions for just £90. These people are all seeing your ad and are your potential customers. If you were to post a letter to 5,000 people second class it would cost £2,750! I won't do both, too much expense in one week By taking your print ad and online ad combined, you are reaching a much larger audience than ever before. The cost of 5,000 impressions, that's potenitally thousands of extra customers, at £45 is broken down at just £11 per week over a month or just £22.50 if you take it over two weeks. This is phenomenal value. I don't have a website? We are now looking into providing this service for our customers. However, whilst this is being worked on, why not build your brand awareness through your paper and online with potential customers calling your number or visiting your store? Can you afford to miss out on your market share? I haven't got the time to do two lots of ads? We offer a full digital ad make up service. We can adapt your print ad and let you see a proof online before it goes live. We can also show you examples of digital ads if you want to chose a different style. Ultimately, you tell us what you want and we transform it to a digital ad for you, simple as that. Have you got a media pack or anything you can show me? Yes, we have a print and digital combined media pack. I will email it over to you now. When is best to call you back, today or tomorrow so we can discuss your options? How easy is it to change my ads online? Easy. We appreciate the beauty of digital advertising is that ads can be changed to suit if required. Most Companies will run a generic brand awareness ad but if there are any specific changes that need to be made we can do that. If you are wanting a quick message to get out there like a flash sale, why not consider our home page take over or skin packages? If you think this may be something down the line, take a look at our media pack for more details. I want to say more than I can fit in an ad? We have a perfect solution for you with our Native Advertising package. This is the same as an advertorial which is a write up on your business in the paper, but online instead. You simply supply us with your wording (around 500-700 words) along with a picture and this can go up on our website. Let's have a look at the rates and availability.


Is there a digital media pack I can use? Here are some screen grabs of a generic media pack; this is available as a download in pdf format in the commercial support admin area of your website. Along with other newspapers’ examples. You can use these examples as a template and insert your newspaper’s details, plus your print prices. *Keep an eye on the digital commercial Tindle digital newsletter for any updates and extra packages that you can add to it.

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a full downloadable glossary is available in the commercial admin area

FAQs frequntly asked questions What units are you selling?

What does fulfillment mean?

Page impressions (PIs) - Sales Execs will be

Sending the proofed ad to the Ad server to put onto the website.

constantly updated with number of PI’s available on the traffic report (see page 14).

What is extended reach? In order to have more PIs to sell, there is a combination of geographically suitable websites ie. Your neighbouring sister paper. Ensure as Sales Execs you are familiar with these sites.

What and where is the Ad Server? The Ad Server is like a big bucket where all the ads are fed in and emerge out onto the website.The adserver is hosted by Media Force

When do I bill my customer? When you make the sale, just like booking an ad in the paper.

Will my customers always be able to How will my customer know how many views they have had on the see their ad when they go on the page? website homepage? NO - Ads will rotate

Can ads be static or animated? Yes either, but static are not as appealing as animated.

As a Sales Exec how will I know what the ad looks like? The digital production department will refer them to you for proofing.

Log onto the Adtech server (see page 20).

Will only local ads appear on the website? NO - MediaForce will also be selling ads.

What happens when a viewer clicks on my ad? If the ad has a website address, it will go to that site. Make sure to always include their website address if they have one.


27

Benefits of digital advertising What will Online Advertising deliver? • Your own dynamic shop window on a busy high street - our websites have high traffic passing through daily. • Prime positions - noticeably and to draw the eye - awareness - remembering brand and name • Animated, moving images to attract attention • Full colour ads that stand out on the webpage and draw people in • Action, drives consumers to take immediate action - research, respond or buy • Prestige, portrays a professional image - moving your Company into the 21st Century - important for Company image and reputation • Up to 3 rotations - able to deliver a clear message in stages - increases viewer interest • Reaching a wide and relevant audience - achieving better results • Different people who read the paper in print to online • Increases traffic to your own site • Increases profit of your Company by developing a whole new revenue stream from outside your area • Local trusted news sites delivering your message to the local audience • Internet is still a hugely successful marketplace - more and more people are using it – 47.9 million (Source comSource August 2015) • Portable means - to access local news and advertisers accessible on mobiles etc even when small pockets of broadband are not that accessible • 83% of adults go online • Access audience at a cost efficient price teamed with print • 24/7 access

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NOTES

If you need any further information on any subjects raised in this manual please contact; Attracta Astley - Tindle Newspapers digital training • [email protected]