PRICING AND PACKAGING:
STEPS AND GUIDELINES TO BUILD THE SOLUTION
Steps to building the solution
- Identify key findings/ goals from your needs evaluation with the advertiser.
- Identify primary audience(s) for the advertiser.
- Develop your BIG Idea.
- Build your media plan.
Steps to building the media plan (right audience, right solution, right time)
- Determine if the advertisers’ goals and audience are best delivered by a pre-packaged solution.
- Determine your audience package.
- Determine effective level for the advertiser- audience visible or bold.
- Determine what contract term the advertiser needs.
- Determine how you will account for peak seasons.
- See pre-packaged guidelines.
- Determine if the advertisers’ goals and audience are best delivered by a custom or a la carte solution.
- Select which products will best meet the goals and deliver the audience(s) of the advertiser.
- Determine how you will leverage each of the products to deliver their audience(s) using reach, targeting and boosters.
- Determine effective impression levels for each product within reach, targeting and boosters.
- Determine what contract term the advertiser needs.
- Determine how you will account for peak seasons.
- See custom or a la carte guidelines.
Pre-packaged solutions guidelines (digital)
- Products have been pre-selected.
- Reach components have been pre-selected as- ROS on newspaper.com and/ or Yahoo!.
- Targeting components have been pre-selected as- Section, ZAG or niche sites on your newspaper.com website where site traffic is sufficient to divide or classified vertical website when applicable; Geo and Demo targeting on Yahoo!.
- Two levels to choose from: Audience Visible (lower impressions with 728x90 ad size) or Audience Bold (increased impressions with 160x600 ad size).
- Minimum 3- month commitment (anything below this will be a custom solution applicable to custom solution guidelines and require management approval); must run consecutive months to receive frequency discount.
- You may alternate between levels to account for peak seasons.
- There are no modifications to the pre-packages solutions (this includes ad size, impressions, targeting, etc.).
- Include print pre-packaged solution where appropriate.
Custom solutions guidelines (digital)
- Must always include a reach component for newspaper.com (ROS) with a minimum of 25% of total newspaper.com impressions allocated here
- Must always include a reach component for Yahoo! (ROY DMA or ROY NDM) with a minimum of 25% of total Yahoo! impressions allocated here
- Must always include a targeting component for newspaper.com (section, niche or ZAG) with remainder of total impressions allocated here
- Must always include at least one targeting component for Yahoo! (geo, demo, or BT) with remainder of total impressions allocated within targeting line items.
- Must have a minimum of 25k impressions per targeting method on Yahoo! (geo, demo or BT). Best practice is to run 2-3 targeting lines on Yahoo! to allow for campaign optimization.
- Classified- must include corresponding classified vertical in targeting if advertiser has not already purchased.
- Include boosters where appropriate to meet the needs of the advertiser.
- Classified- consider if upsells to the classified verticals are appropriate to meet the needs of the advertiser in boosters.
- Total number of impressions in reach and targeting for your newspaper.com must meet the minimum threshold established for your market.
- Total number of impressions in reach and targeting for Yahoo! must meet the minimum threshold established for your market.
- Minimum 3- month commitment unless a one-time event; must run consecutive months to receive frequency discount.
- There should be additional impressions on your newspaper.com/ Yahoo! or boosters during peak seasons (when using the custom template create one ongoing campaign, another for peak months).
- Revenue split between your digital solutions (combination of newspaper.com, classified verticals, SEM, etc) and Yahoo! should be approximately 60/40.
- Include print solution where appropriate.
- Send to your manager for approval.
Yahoo! a la carte guidelines
- Must always include a reach component for Yahoo! (ROY DMA or ROY NDM) with a minimum of 25% of total Yahoo! impressions allocated here.
- Must always include at least one targeting component for Yahoo! (geo, demo, or BT) with remainder of total impressions allocated within targeting line items.
- Must have a minimum of 25k impressions per targeting method on Yahoo! (geo, demo or BT). Best practice is to run 2-3 targeting lines within the targeting method on Yahoo! to allow for campaign optimization.
- Total number of impressions in reach and targeting for Yahoo! must meet the minimum threshold established for your market.
- Minimum 3- month commitment unless a one-time event; must run consecutive months to receive frequency discount.
- There should be additional impressions or boosters during peak seasons.
- Send to your manager for approval.