DigitalDigital
LOCAL PARTNER LEGACY OF TRUST LEADER IN DIGITAL
There Is No Digital Strategy Anymore, Just STRATEGY IN A DIGITAL WORLD
2 ABOUT US
Orlando Sentinel Media Group is a cutting-edge, multimedia company with the technology and data to precisely target your message to any audience.
Our digital experts are dedicated to providing unique solutions designed to generate traffic and build your brand.
We are your local, trusted media partner, with a history of success in serving businesses big and small. We’ll help you market your business in a digital world. orlandosentinel.com facts
4 orlandosentinel.com Central Florida’s OrlandoSentinel.com #1 LOCAL MEDIA WEBSITE
Use our popular content to elevate your message and reach your active audience 24 hours a day.
OrlandoSentinel.com is a trusted brand in Metro Orlando – with a quality audience, award-winning journalism and unique, custom digital and content solutions to drive results for your business.
ORLANDOSENTINEL.COM AVG. MONTHLY TOTAL FLORIDA ORLANDO DMA Page Views: 19.3M 9.5M 6.9M Unique Visitors: 5.8M 1.9M 1.1M Traffic 5 Source: SiteCatalyst January – June 2018. 5 traffic website
COMPETITIVE RANKING BASED ON UNIQUE VISITORS/VIEWERS (comScore data)
OrlandoSentinel.comOrlandoSentinel.com +17% YOY
WESH.com 8% YOY
ClickOrlando.com -45% YOY
FloridaToday.com -1% YOY
WFTV.com -74% YOY
MyNews13.com 377% YOY
FoxOrlando.com *N/A
OrlandoWeekly.com -52% YOY
0 1 2 3 4 Average Monthly Unique Visitors in Millions Millions OrlandoSentinel.com consistently ranks as the top local media website * FoxOrlando reporting is only available May 2017 – Dcember 2017. Source: comScore, May 2017 – May 2018, Average Monthly Audience; in the Central Florida area YOY compares total unique visitors in May 2017 vs. May 2018; Multi-Platform; United States; Desktop Age 2+ and Mobile Age 13+. 6 locals tourists reach &
Central Florida is a unique market. In any given week, there are 4.3 million residents mingling with nearly 1.4 million visitors
FLORIDA FLORIDA OUT-OF-STATE: 44%
FLORIDA: 56% From Within Florida From Outside Florida Top DMAs to OrlandoSentinel.com Top DMAs to OrlandoSentinel.com ORLANDO DMA: 38% 1) Orlando/Daytona /Melbourne 1) New York 2) Tampa/St. Petersburg 2) Atlanta 3) Miami/Ft. Lauderdale 3) Washington D.C. 4) Jacksonville/Brunswick 4) Los Angeles We can help you reach not only 5) Gainesville 5) Chicago the local audience, but the 6) West Palm Beach/Ft. Pierce out-of-market tourists too 6) Houston
Source: Visit Orlando; Claritas, 2018; SiteCatalyst January – June 2018.
7 ORLANDOSENTINEL.COM LOCALprofile VISITOR
$72,000 70% avg. household income employed (+$10,700 to DMA) (vs. 54% in DMA)
38% 39 college graduates median age (vs. 25% in DMA) (-12 years to DMA)
51% 97% white collar own a smartphone occupations or tablet (vs. 34% in DMA) (vs. 89% in DMA)
90% $960 shopped for items on avg. amount spent on the Internet past year Internet purchases* (vs. 72% in DMA) (+$128 to DMA)
* Past year Source: Scarborough 2018, R1; Based on Orlando DMA adults who visited OrlandoSentinel.com in the past 30 days vs. Orlando DMA adults as a whole. 8 age ORLANDOSENTINEL.COM LOCAL READER COMPOSITION
Total Millennials (18-34) Younger Millennials (18-24) 43% Boomers (55+) 14% REACHING 18% YOUNG, AFFLUENT & DIGITALLY Older ENGAGED Millennials (25-34) READERS 29% GenXers (35-54) 39%
Source: Scarborough 2018, R1; Based on Orlando DMA adults who visited OrlandoSentinel.com in the past 30 days. 9 connect TO CONSUMERS
70%
50%
DEVICES USED TO VIEW ORLANDOSENTINEL.COM 30% Mobile Phone Desktop Tablet
10% % % VISITORS UNIQUE OF
-10%
REACHING ANYONE, ANYWHERE AT ANYTIME
PEAKS BY DEVICE TYPE
TABLET DESKTOP MOBILE PHONE 4AM – 6AM & 6PM – 9PM 7AM – 4PM 4PM – 6AM
Source: SiteCatalyst, Device Type Report, July 2018 10 top
CHANNELS
OrlandoSentinel.com Channel Traffic
AVG. MONTHLY NEWS TRAVEL SPORTS HOME PAGE BUSINESS ENTERTAINMENT Page Views: 7.4M 2.0M 1.7M 1.7M 1.5M 1.4M Unique Visitors: 2.5M 591,900 705,300 305,500 774,300 347,800
Source: SiteCatalyst January - June 2018 Monthly Average. 11
e-edition reach some of our most loyal and engaged readers
Orlando Sentinel E-Edition
Optimize your presence digitally in the E-edition of the Orlando Sentinel. Be seen on the Reskin and Leaderboard/ Mobile Banner Ad Units, as readers peruse a digital replica of our printed newspaper.
LOYAL LOCAL ENGAGED Avg. Monthly Traffic 79% of page views are from Time Spent: Nearly 20 Minutes Page Views: 8.1 Million the Orlando DMA, and 88% Tablet: 45% of Page Views Unique Visitors: 73,800 are from Florida. Desktop: 36% of Page Views
Source: SiteCatalyst, January – June, 2018. Time spent is based on average time spent across all visits.
12 targeting
STRATEGIES
DEMOGRAPHIC TARGETING Target your ads to reach your most likely customers Target by Demographic: on OrlandoSentinel.com Gender, HHI & Age Examples: . Ages 18-34 GEOGRAPHIC TARGETING . Gender – Female . Gender – Male Target by Geography: . HHI – $75K+ State, County or Zip
DAYPART TARGETING BEHAVIORAL TARGETING Target by Time of Day Target by Behavior in the Past 30 Days Examples: CONTEXTUAL TARGETING . Auto Enthusiasts . Entertainment Enthusiasts Target by Channel (ROC) . Social – Facebook Users Topic Targeting . Technology Intenders . Travel Intenders
13 impact high
Use high-impact, rich media ad placements to really make a bold statement, capture attention and drive traffic to your website
14 HOME PAGE homepage AVG. DAILY TRAFFIC Page Views: 54,500 takeover Unique Visitors: 19,700
OWN THE ENTIRE PAGE ON HOME PAGE OR TOP SECTION FRONTS
RESKIN Captivate your audience with a full screen reskin that includes clickable space surrounding the page
BILLBOARD 970X 250/728x90/ 320x50 responsive sizes.
This unique ad automatically displays as open, dominating the reader’s attention while displaying your message. This eye-catching ad can be collapsed by the user.
CUBE OR HALF PAGE 300x250 or 300x600
RESPONSIVE AD This responsive ad unit dynamically adjusts its size to be correctly formatted on the user’s screen. The actual size of the ad optimizes depending on the device.
MOBILE WRAPPER* This mobile rich media is high-impact, with a great user experience. There are four opportunities to engage – top cover, both rails, in-content format and bottom cover.
* Mobile wrapper is only included on homepage takeovers. Source : SiteCatalyst, January – June 2018 (daily average Monday – Friday). 15 Achieve high visibility with a billboard ad fixed placement on OrlandoSentinel.com’s home page or section fronts. billboard
collapsed rich media
Billboard Rich Media
open
AD FEATURES:
. Oversized ad unit . Automatically displayed as “open” each time the reader refreshes the page . The reader can manually collapse and expand the message as needed . Can include video or other rich media . Open ad size: 970x250 . Collapsed ad size: 970x90
16 lighthouse rich media
Just as a lighthouse shines as a beacon, our NEW rich media ad unit is designed to guide consumers to your doorstep. With prominent positioning, the lighthouse ad is the first thing a consumer sees on the page.
Light House Rich Media AD FEATURES: . Appears below masthead and navigation bar, on story level only
. Responsive design allows the creative to scale proportionally to fit any device
. Can be targeted to desired audience
. Doesn’t disrupt the user experience; simply scroll past the lighthouse to get to the story
. Ad size: 800 x 600
. Optional: 320 x 270 for mobile
. In-unit video available
17 video
marketing
18 18 video a leader in
OrlandoSentinel.com In the first 6 months of 2018, OrlandoSentinel.com won an reached a record OrlandoSentinel.com Emmy for video coverage of breaking 36 Million video averaged nearly 4.2 Million the Pulse Nightclub shooting views in 2017 (+33% YOY) video views per month aftermath
Source: SiteCatalyst, January – June, 2018 and January – December, 2017. 19 pre -roll With pre-roll video on OrlandoSentinel.com, your :15 or :30 second spot appears before our video content. Pre-roll is available on all channels and is viewable across all desktop video and mobile devices.
We keep readers engaged with cutting-edge and award- winning video journalism. Extend the reach of your television ad, on Orlando’s top local media website.
ENGAGE CONSUMERS WITH SIGHT, SOUND & MOTION
Audience Creative Targeting: Accepted: OrlandoSentinel.com :15 and :30 readers spots
Average Average Click Through Completion Rate: Rate: .80% 76%
4X as many customers would rather watch a video about a product than read Source: Animoto. about it 20
scroller VIDEO ON ORLANDOSENTINEL.COM HERO The Video Scroller is high-impact – with sight, sound and motion RESKIN taking over the home page or channel front user experience.
KEY FEATURES
Geo & Audience Targeting None; 100% fixed channel takeover
Page Loads On first page load: Full screen video ad automatically plays (one user per day)
On second page load: The Hero Reskin will appear with the video playing in the header
Audio & Video Features User-initiated audio; video hides as user scrolls down
Creative Accepted One :30 spot; plays on all devices
Video Scroller – 1st Page Load Video Scroller – 2nd Page Load
21 ORLANDO SENTINEL now midday news show Orlando Sentinel Now
Orlando Sentinel Now is a live midday news show on OrlandoSentinel.com and on Orlando Sentinel’s Facebook feed airing Monday-Friday at noon. Featuring the top news and quirky stories of the day, sponsors have the opportunity for fixed logo placement and a :15 or :30 second video right after the show and included in replays after the show that get up to 800 views during a 24-hour window. Build awareness with this engaging sponsorship.
PRE-SHOW DURING SHOW POST-SHOW . Your business tagged in a . Presented by (sponsor name)” in site- . Sponsor name in intro voiceover paid Facebook post, driving wide banner on OrlandoSentinel.com . Fixed logo placement on TV people to view recorded show to encourage viewers to tune-in screen in the background . Your video after the live show . Fixed logo placement on 60-second . 100% fixed ads on page . 100% fixed pre-roll to (3) post- countdown to show surrounding viewing screen show video segments
shiftingTV VIEWING IS
Consumers now fully control their TV viewing: watching what they want, when they want and how they want. Technology is enabling a shift away from interruption based TV with: . DVR expansion TV . Connected devices/smart TV . Ad free subscription services CONNECTED
. Connected-streaming TV is a video served before premium content on leading connected TV providers . Video begins playing automatically when the user 46% 40% chooses to watch a content video of local adults do not of local adults who watched subscribe to cable – movies, TV shows or live . Access to over 150+ apps including Hulu, Watch ESPN, CBS and Fox News across TV, desktop, tablet and up 31 percent since sports using the Internet or mobile 2013 apps in the past month . Connected TVs are a growing trend, stemming largely from high-income households
Source: Scarborough 2013 & 2018, R1 (Orlando DMA). 23 CONNECTEDbenefits TV
. Extend brand awareness to those who have decided to cut the cord . Brand-safe, fraud-free, environment . Targeted, engaged audience 95%+ completion rates (non skippable) . Verified inventory . Placement in premium content across platforms . User-initiated and selected content . Video creative :15 or :30 . Campaign reporting – full service campaign reporting and metrics 24
24 mobile
marketing
25 25 Adults 18-29 are at a smartphone penetration rate of 94% why - Pew Research Study, 2018 MOBILE
In 2018, nearly 20% of Americans relied exclusively on smartphones to access the Internet
- Pew Research Study, 2018
With 86% of Central Florida households owning a smartphone, it is ESSENTIAL to include mobile in your marketing strategy
- Scarborough Research 2018
26 mobile APPS
Adults who use a mobile device to read a newspaper tend to be younger & more affluent than average.
The Orlando Sentinel is a leader in Central Florida mobile.
Our mobile apps generate nearly 2 million page views ANDROID APP IPAD APP IPHONE APP each month. Page Views: 194,100 Page Views: 301,100 Page Views: 711,100 Unique Visitors: 4,400 Unique Visitors: 9,300 Unique Visitors: 20,400 Time Spent: 3.00 Min. Time Spent: 3.72 Min. Time Spent: 3.78 Min
27
Source: SiteCatalyst, January – June 2018; Scarborough 2018, R 1. Page Views and Unique Visitors are based on a monthly average; Time Spent is based on average time spent across all visits.
27 mobile DESIGNED TO DELIGHT rich media INSTEAD OF DISRUPT
MOBILE PULL MOBILE WINDOW MOBILE WRAPPER Mobile Pull Demo Mobile Window (Elevator) Mobile Wrapper Demo
. In-content placement . More image is revealed as . 100% SOV on home page . Sequential messaging user swipes up or section front . Awareness & storytelling . Touch-controlled 28 . 4 ways to engage: top cover, placement both rails, in-content format, . Attention grabbing bottom cover . High-impact & great user experience 28 carouselmobile
Carousel Mobile Rich Media
Over HALF of OrlandoSentinel.com’s page views come from MOBILE platforms
AD FEATURES . Showcases various products or services . Encourages browsing behavior . Leverages swipe motion to drive PREVIEW engagement . Each product can have its own destination URL
Source: SiteCatalyst, January – June, 2018. 29 email
marketing
30 e-newsletters OrlandoSentinel.com E-Newsletters
Connect with a digital audience of engaged readers who have asked to receive updates on topics that interest them most. Daily and weekly newsletters are delivered directly to the in-boxes of OrlandoSentinel.com subscribers. Your message is served in the form of marquee and cube ad units alongside our entertaining and informative content.
DAILY E-NEWSLETTERS
The Morning Report Breaking News Alerts Sports Final GrowthSpotter (Daily) (Daily) (As Needed) (Monday - Friday) Subscribers: 20,400 Subscribers: 18,200 Subscribers: 1,600 Subscribers: 1,400 Unique Open Rate: 15% Unique Open Rate: 17% Unique Open Rate: 13% Unique Open Rate: 39%
WEEKLY E-NEWSLETTERS
Trending Weekly Orlando Magic The Health Report (Thursday) (Monday) (Monday) Subscribers: 120,800 Subscribers: 3,600 Subscribers: 1,200 Unique Open Rate: 15% Unique Open Rate: 19% Unique Open Rate: 20%
College Sports The Weekly Smile Theme Park Rangers (Wednesday) (Tuesday) (Tuesday) Subscribers: 1,900 Subscribers: 2,900 Subscribers: 24,200 Unique Open Rate: 20% Unique Open Rate: 16% Unique Open Rate: 13%
Go For Launch Food & Drink Sentinel Insight (Wednesday) (Thursday) (Sunday & Wednesday) Subscribers: 3,100 Subscribers: 5,500 Subscribers: 1,800 Unique Open Rate: 25% Unique Open Rate: 13% Unique Open Rate: 13%
Travel Unraveled (Thursday) Subscribers: 4,400 Unique Open Rate: 16%
Subscribers updated June 2018.
31
email & admail REACH YOUR BEST PROSPECTS QUICKLY AND EFFICIENTLY
ADMAIL
THIRD ADMAIL PARTY Targets our valuable Orlando Sentinel EMAIL audience of highly responsive registered users who have opted in to receive an THIRD PARTY EMAIL advertising message. . Total Audience: 225,000 . Unique Open Rate: 12% . Select Audience: Gender, Geography & Age Range
THIRD-PARTY EMAIL BLASTS Using established partnerships, we segment and send targeted emails to a list of recipients who fit your exact demographic and/or behavioral profile. . Unique Open Rate: 7% – 11% . Select Audience: Geography, Highly Specific Demographics & Behavioral Interests are available content
marketing
33 custom SPACE CHANNEL SPONSORED BY SPACE FLORIDA channel sponsorships
BE ALIGNED WITH CUSTOM CONTENT
By partnering with the Orlando Sentinel, your business can sponsor any content on our website.
Own relevant content with exclusive fixed positions, keeping your locations top-of-mind with Central Floridians.
34 advertorial 74% of OrlandoSentinel.com users accessed paid posts Facebook in the past 30 days. (vs. 63% in DMA)
A BLEND OF NATIVE CONTENT & SOCIAL
Advertorial Paid Posts allow you to publish advertorial content promoting your special offer, event or grand opening on OrlandoSentinel.com. We then utilize on-site native integration and social media to drive a targeted audience to your story.
Advertorial Story Published on Promoted Facebook Native Story Promotion 1 OrlandoSentinel.com + 2 3 Post Targeting Your on OrlandoSentinel.com Fixed Ad Adjacencies Desired Audience
Source: Scarborough Research 2018, R1. Based on Orlando DMA adults that accessed OrlandoSentinel.com at least once in the past 30 days. 35 quizzes & CONTESTS
OrlandoSentinel.com Contests
SOCIAL, SHAREABLE, TARGETED
Sponsor a unique and entertaining quiz or contest on OrlandoSentinel.com. Be aligned with interactive content that will be popular with your audience. Quizzes spread like crazy on social media, and all of those shares will mean lots of great exposure for your product or service.
As part of the custom quiz, we can ask survey questions. Use that valuable information to generate leads and build a targeted list. Let us design a custom campaign to build awareness and increase traffic for your business.
36
niche audiences
37 BE A PART OF POPULAR, RELEVANT CONTENT blog OrlandoSentinel.com reporters offer their insights and perspectives on all kinds of blogs covering the areas hottest topics. Sponsor a blog that aligns with your business, and be a sponsorships part of interesting content that has a big following.
OrlandoSentinel.com Blogs
Top Blogs on OrlandoSentinel.com
THEME PARK RANGERS POLITICAL PULSE TV GUY (on theme park news) (on local politics) (on television) AVG. MONTHLY TRAFFIC AVG. MONTHLY TRAFFIC AVG. MONTHLY TRAFFIC
Page Views: 598,000 Page Views: 262,200 Page Views: 242,400 Unique Visitors: 290,300 Unique Visitors: 175,300 Unique Visitors: 145,600
Source: SiteCatalyst, January – June, 2018. 38 Connect with a growing audience of podcast podcast listeners. Sponsors receive a 15-second commercial opportunity pre-show & mid-show, as well as 100% fixed ad units on the podcast page sponsorships on OrlandoSentinel.com.
Nearly 400,000 Central Florida adults listened to a podcast in the past 30 days – an increase of 60% in Christina Grimmie: College the past three years. Orlando Sentinel Swamp The Murder Gridiron 365 Conversations Things of a Rising Star On College On What Makes Central On All Things 5-Episode Series Football Florida Tick Gators OrlandoSentinel.com Podcasts
Launching Soon Orlando Magic & ProSoccerUSA UCF Knights Talk Chopping Block Talk podcasts. Working the Edge Tech Check On All Things On All Things On High School On Central Florida’s Knights Seminoles Wrestling Tech Industry
Source: Scarborough Research 2015 & 2018, R1. 39 prime audience 2017 BEST BUSINESS/FINANCE REACH LOCAL BUSINESS LEADERS ENGAGED WITH WEBSITE OUR CONTENT AND YOUR ADVERTISING MESSAGE
GrowthSpotter.com GrowthSpotter is subscription- only business website and e-newsletter focusing on very early-stage property acquisition, new development and real estate financing, covering Greater Orlando.
GROWTHSPOTTER.COM AVG. MONTHLY TRAFFIC
Page Views: 145,900 Unique Visitors: 24,200
E-NEWSLETTER
Subscribers: 1,573 Unique Open Rate: 41%
Source: SiteCatalyst, January – June, 2018. 40 reach local If you aren’t marketing to Hispanics, you are missing a vital and growing segment of the local population.
hispanics Hispanics make up
ElSentinel.com of 30% the Metro Orlando
Reach this valuable audience with ElSentinel.com – the companion website to El Sentinel, the largest Hispanic newspaper in Central Florida.
ELSENTINEL.COM AVG. MONTHLY TRAFFIC Unique Visitors: 46,900 Page Views: 109,800
FACEBOOK Followers: 22,062
Source: Claritas, 2018; SiteCatalyst, January – June, 2018. 41 reach extension
42 reach extension
BE SEEN ACROSS THE WEB ON POPULAR SITES THAT YOUR We use technology and audience insights AUDIENCE IS READING to run highly efficient digital ad campaigns. Our dedicated, in-house programmatic media-buying team monitors tactics and shifts budgets to the best performers – optimizing toward your goals.
LOCAL Your campaigns are handled locally by a team of digital experts.
EXPERIENCED We have been on the forefront of programmatic real-time bidding since 2015.
ADAPTIVE We are constantly adding new tactics to create more sophisticated campaigns, using emerging technologies to reach your targets.
ANALYTICAL We can tie your campaign results to Google Analytics reporting, interpret this data, and make recommendations.
43 reach tactics extension
REACH THE RIGHT PERSON AT THE RIGHT TIME WITH THE RIGHT MESSAGE
EXTENDED REACH (RON) SITE RETARGETING Maximize reach across a wide variety of websites Reconnect with customers who have already visited your website or clicked on your ads CONTEXTUAL Place your ad adjacent to relevant content VIDEO Reach consumers across video content ADVANCED AUDIENCE Serve your ad exclusively to users who fit your NATIVE target demographic Align your ads with the look and feel of their environment HYPERLOCAL Target consumers on mobile & tablet devices SEARCH RETARGETING based on geographic location Reach your audience based on their previous search history MOBILE GEO RETARGETING Reach your audience on mobile & tablet devices CATEGORY based on locations they have visited in the past Target via a mini network of websites based upon your category of business CONNECTED TV Reach an audience on their smart TVs as they APP RETARGETING are watching their favorite shows Serve your ad exclusively to users who have
certain apps downloaded on their smartphones
4444
digital marketing solutions
45 seo be seen & capture share
Search Engine Optimization (SEO) can move your business above the competition in online searches, creating strategic, long-term results to ensure consumers find your business.
We dive deep into every aspect of your web environment, including the competitive landscape, link architecture and what’s affecting search results on and off the pages. We then develop a roadmap of site updates needed to deliver results.
SEO packages vary to fit your needs and your budget – including up to 100 keyword and geo combinations. All packages include:
. Dashboard Reporting . Monthly Call With Strategist seo . On-Site & Off-Site Optimization Tactics
75% of users never scroll past the first page of search results
46 ppc reach consumers actively searching ppc
Pay Per Click (PPC), or Paid Search, is highly-targeted advertising based on keywords specific to your business within your designated market area. Control who sees your message through strategic ad placement.
Our expert team’s hands-on approach to PPC means you bid on the right keywords to bring in qualified traffic that creates results that matter. Our detailed reporting shows you exactly what you want to see: results.
. Dashboard Reporting . Monthly Call With Strategist . Google Ad Words by Default, Bing Available by Request
47 contact us