Kens 5 - Belo digital capabilities

KENS5 Digital Products
Audience - Capabilities - Performance - Results

S: Media Kit
V.10.10

Kens5.com September: record breaking audience growth!
• Monthly page views for September exceeded 14 million!
• More than 1.8 million people visited Kens5.com in September!
making us one of the top local destination websites in San Antonio!
• Kens5.com mobile platform to include apps for tablets, phones and
any mobile device continue to be the go to destination for breaking
news, weather, sports, and events for the greater San Antonio DMA.
• Our local digital audience is a sought after loyal consumer who enjoys
news on the go, in home, and at work on any device they chose.

Kens5.com: Reach & Frequency
Reaching more than 45k people per day and averaging 1.1 million unique monthly
visitors that generate 11 million page views on average
Kens5.com is a consistent audience magnet, with a majority of the people visiting
3-4 times per day and 3-4 times per week on average.

Daily Reach
Adults 18+

46,709
35,988
24,600

19,400

18,581

18,500
4,000

KENS5.com

Top Radio
Station

WOAI 5a-2p

KSAT "Katie"

Spurs Game @
AT&T Center

KABB 5-7am
News

CNN 6a-11p

Sources: Ominiture Kens5.com Jan 1- Jan 17, 2013 daily unique visitors
Nielsen San Antonio Nov ‘12, Wikipedia as of 1/16/13;
Arbitron San Antonio Metro Area Dec 12 M-F 6a-10am
weekly cume radio rank – average of KAJA-FM, KXXM
FM, KCYY/KKYX, KQXT-FM, KCYY-FM daily average

3

Kens5.com: Desired Audiences

14.2
Million!

6,400,000

Sources: Ominiture Kens5.com June, 2013

7,800,000

4

KENS 5 Complete Audience
Age
Breakdown

KENS TV

KENS5.com

A18-34

29%

33%

A18-49

52%

A25-54

Occupation

KENS TV

KENS5.com

White collar

32%

33%

59%

Working
woman

27%

29%

53%

60%

Blue collar

9%

12%

A35+

70%

67%

Clerical

9%

13%

A50+

47%

41%

Retired

22%

19%

HH Income

KENS TV

KENS5.com

$50,000+

47%

55%

$75,000+

28%

34%

Women
55%

Men
45%

Education

KENS5.com

College

44%

52%

Post Graduate

Source: Marshall Marketing, TX 2012

KENS TV

18%

19%

5

Digital Display – reach extension available
Extend Your Message Online
Benefits
• Large reach and desired frequency
• Brand awareness across targeted audience
• Drive consistent online traffic
• Quantifiable results
• Can include in-banner video to increase
engagement
Platforms
• PC/Mac Internet Browser
• iPad/Tablet
• Mobile/Apps

6

Homepage/Section Ownership
Exclusively Own Valuable Space on Premier Website
ROAD BLOCK
Benefits
Exclusivity
High Impact
Sales/event marketing
User based delivery
Great awareness
Reserve day(s) based on
your needs

ROAD
BLOCK

7

Mobile Display – reach extension available
Extend Your Message Everywhere
Benefits
• Brand awareness across devices
• Drive consistent online traffic
• Unique click to call – directions – form
• Quantifiable results
• Can include in-banner video to increase
engagement

•
•
•
•

Mobile Web & Apps
• Silver & Black (Spurs)
KENS5.com
KENS5 HD News • SA Sports
• Fiesta
SA Weather
Weather Caster

Devices
• iPad/Tablet
• Mobile/Apps

8

Video Pre-Roll – reach extension available
Feature Your TV Spot Online
Placement
• Plays prior to video stories
• News, Entertainment, Weather, etc.
• Can be targeted by content, behavior, etc.
Benefits
• Users must watch your spot to view the video
• Companion banner
• Online video increases brand recognition
• High Impact–No Clutter
Ad Units
• Video pre-roll
– :15 or :30 spot
– 300 x 250 companion ad

Platforms
• PC/Mac Internet Browser
• iPad/Tablet
• Mobile

9

Email Marketing – reach extension available
Communicate with Consumers Directly
Benefits
• 100% Opt-in permission based
• 100% CAN-SPAM compliant
• Whitelisted IP’s
• Efficient - volume pricing options
• Active database: scrubbed for inactivity
• Target users base on specific criteria
• Industry leading results
• Enables follow up communication

Targeting Filters
• Age, Gender
• Zip Code
• Specified interest/affinity, persona, intent
to buy, online and offline data, more
10

Lead Generation – reach extension available
Contesting/Data Capture
Benefits
• Consumer engagement
• Brand awareness
• Data collection
• Lead generation

Promotional Ad Units
• Sliding billboard
• Targeted emails
• Online ads
• Contest page
• Mobile/Text campaign

Microsite
Benefits
• Trusted Environment that allows consumers
to explore your offerings and brand
• Enhances current SEO campaign

11

Social Contesting – reach extension available
Benefits
• Consumer engagement
• Brand awareness
• Data collection
• Lead generation

Promotional Ad Units
• FaceBook integration (station, client)
• FaceBook display
• Targeted emails
• Online ads
• Mobile/Text campaign

12

Successful campaigns do not revolve around a click
Successful campaigns start with a goal – not a click!
KENS5 provides proven digital advertising solutions to help clients become more profitable
KENS5 connects with people that are more likely to want client products and services and helps
push them to client established sales funnels

KENS5 uses all available campaign elements within client budget to deliver an expected return
and exceed business goals
KENS5 has the ability to scale nationally and internationally reaching 96% of the US
KENS5 delivers measurable results and proof beyond the typical click
You don’t close clicks!
Built for success: Proven Successful Strategies combining 1st and 3rd party data, with advanced data mining, RTB, and inclusive optimization
Specifically designed for each client, ensuring the adequate reach, frequency, and targeting needed to provide a return and meet expected goals
Campaign optimizing, and maximization provided by Belo Audience support
team to help identify where your most profitable customers are coming from.

In-Banner Video Ads – reach extension available
View, interact and share
Benefits
• High user engagement
• Placing your TV spot online with
interactive features drives more traffic
• Social Media Integration
• Geo Target different messages
Enhanced Reporting:
• Impressions/Clicks/Interactions
• Views/Play-through profile
• Engagement- Print/Share/Directions
• Time Spent
Automatic
Video Play

Overlay
Links

Click to
Action
16

Retargeting – reach extension available
Re-engage Users That Visit Your Site – Bring Them Back for the Sale

Ads “re-engage” the consumer as
they surf the web

User visits
Your website

User leaves

User visits other popular sites

Click
User clicks or searches for
business and returns to
advertiser’s website

17

Beyond the Click Reporting – View Through
– reach extension available
View through reporting enables you to better
understand the impact and prove how your
advertising is driving user behaviors
User visits our website –
notices Your ad

User leaves
without clicking

KENS5.com

User searches for your businessVisits your site that night, or next
week

Your
Ad

Yoursite.com

Reporting on post
impression activity

18

Beyond the Click Reporting – Conversion Metrics
– reach extension available
Conversion reporting enables you to better
understand the impact and prove how your
advertising is driving user behaviors
User visits our website –
notices Your ad

User clicks to sign
up for newsletters

KENS5.com

User completes and submits your
registration form.

Sign
up
Now

Yoursite.com

Reporting on post
Conversion activity

19

Video Publishing: Ad Rotation
Simplify trafficking of multiple ads
Run multiple creative versions in any desired weight rotation - all under a single campaign tag
Make instant changes to keep content fresh, or provide share-of-voice to different advertiser spots.
Pull performance reporting for ads in accumulation or separately, as desired.

Nike 1
Nike 2

Nike 3
Nike 4
Nike 5
Nike 6
Nike 7

Confidential – For Internal Use Only

Video Publishing: Optimization
Boost Campaign Performance
Setup automated performance testing, to compare different ad creatives and optimize based on key client
success metric: View Rate, Clickthrough Rate, or Play-through (% Video Viewed)
Setup optimization once and traffic just one tag. Belo’s video platform automatically determines the best
performing ad and adjusts rotation (impression delivery) to that creative for the rest of the flight.


Video Publishing: Day Parting
Target Audience based on Time of Day
Control which ads are run at specific times of
day or days of the week. Setup a promotion
schedule ahead of time to automatically
switch videoads in relation to time-sensitive
events.


Example:
A fast food restaurant can run a video
campaign all day – but advertise a breakfast
special from midnight to 9am, a lunch
special from 10am to 3pm, and a dinner
menu link at night.

Video Publishing: Ad Sequencing

Extend the Conversation
Offer additional video experiences from the same advertiser based on ads that a viewer
has encountered before (from either impressions or video views).
Setup sequencing in subsequent ads in the series to provide a longer lifecycle experience.
There is no limit to the number of sequences you can set up.
Traffic just one tag and make instant changes to sequenced creatives. Access detailed
performance reporting for each ad in the chain.

Video Publishing: 3rd Party Tracking
Track via 3rd Party Reporting Tools
Belo’s Video Publishing UI allows up to three tags to be entered
each for tracking impressions, video views, and/or clicks from
an ad unit.
Advertisers can track campaign delivery and performance
through their own reporting systems (such as Atlas, DART,
Omniture, ComScore) in addition to video metrics from the
dashboard.

Google Analytics Tracking
Enabling the Google Analytics UTM Parameters to URLs
option, advertisers can track, in their Google Analytics
accounts, the number of visits to pages on their websites
that originate from video ads.
These parameters can be customized in each ad setup:
“Source”, “Medium”, and “Campaign Name”.


Kens
Video_ad
Q-2

TV/Digital Integrated Products
Community Involvement
Mi Casa Makeover & Mini Mi Casa
Food Drive
St Jude – Dream Home Giveaway
SA Faves – best of voting platform
School Supply Drive
Weather Bug - Weather Caster - Weather Cam
Traffic Sponsor
School Bus (morning weather)
Mobile App (2 available)
Not all projects are listed
Sample Promotional Ad Units (products and amounts will vary)
• :10 :15 :30 sec promo spots
• On air mentions
• Display promotion: PC, mobile, email, video
• Sliding Billboard
• Social Integration
26

The 9th year of Mi Casa Makeover. KENS5 and the supporting sponsors have completed 24 deserving makeovers.
Each Mi Casa Makeover will include a minimum of six (6) category-exclusive sponsors.
Elements:
 Mi Casa Makeover Splash Page with company logo on KENS5.com.
 Interactive Video Banner Campaign that will feature your commercial spot and various other interactive options within the ad (such as lead
capture, social media links, coupon, survey/poll, etc.)
 Minimum of 100,000 run-of-site impressions on Kens5.com.

 Great Day SA: Multiple segments are included in KENS5’s #1 live, local, informative morning program that airs Mon-Fri 9-10a!
• Interview Segment in “BEFORE” Show – hour-long program featuring all sponsors
• Interview Segment in “AFTER” Show – hour-long program featuring all sponsors
• Individual segment on Great Day SA

*The individual GDSA interview segment includes a 4 week featured guest listing on the Great Day SA page on kens5.com which will include:
Description of your business, contact information and video posting of your Great Day SA interview.

 TV Commercial Campaign: KENS5 will produce a :30 sec spot highlighting your business. Your commercial will run on KENS5
throughout various times of day to reach your target audience.

Added Value:
 News: Multiple Mi Casa Makeover “Updates” will be featured on KENS5 5p News and weekend morning news programs.
• All sponsor logos are included on the billboard that runs with the Updates in News (6x per house).
• Sample: “This KENS5 CPS Energy Mi Casa Makeover Update is brought to you by these proud sponsors” with all sponsor
logos on-screen.
 Promotional Announcements: KENS5 will air two extensive promotional campaigns with all sponsor logos rotating on the
various versions of the promos:
 Interim Promo Campaign
 Results Promo Campaign

Sponsor to provide:
 Multiple drop-off locations for viewers to donate their food items to the KENS5 Food Drive
 Visual display/set-up for live hits within News and Great Day SA

San Antonio Food Bank to provide:
 Containers for donations
 Delivery and pick-up of containers
 Designated point person for coordination purposes

Sponsor to receive on KENS 5 and Kens5.com:









Minimum of 10x shared full-screen mentions in News encouraging donations
1x Live hit from drop–off location during Mon-Fri 4p and 5p Newscasts (date TBD based on availability)
1x Live hit from drop–off location during Saturday 730-9a morning news (date TBD based on availability)
2x Live Remotes on Great Day SA M-F 9-10a from sponsor location
Minimum of 40x :30 and :15 promotional announcements airing on KENS 5 from 5a – 459a.
 Sample tag on :30 spots : “KENS5 Food Drive brought to you by these proud sponsors” with all logos on-screen.
 :15 spots may air as book-ends
Sponsor Logo on KENS Cares page on Kens5.com linking to client website
Minimum of 200,000 Shared Promotional ROS impressions including leaderboard, skyscraper, and display ads
Shared E-mail blast to Kens5.com database encouraging donations to the KENS Cares Food Drive

Flight dates from May 27 – June 30, 2013
Category exclusivity…Limit 4 Sponsors

Presenting Sponsor provides:
One Presenting Sponsorship available; prize donated is valued at minimum of $1,000
Presenting Sponsor receives:
• Company logo/link on Kens5.com Dream Home story page
• Company logo included on St. Jude Dream Home promotional banner ads on Kens5.com network

• Company logo included on St. Jude Dream Home e-mail blasts to Kens5.com database (5x)
• First Day tickets on sale, Early Bird, Bonus Prize, Open House, Giveaway Day
• Company name or logo included on Sliding Billboards on Kens5.com Homepage throughout the campaign (5x)
• First Day tickets on sale, Early Bird, Bonus Prize, Open House, Giveaway Day
• Tag on the St. Jude Dream Home Text messages
• Viewers will be prompted to text “HOME” to KENS5 (5-3-6-7-5)
• Bounceback message with phone number to call to purchase a ticket will include tag from sponsor
• Sample tag: “Presented by Company Name” with link to sponsor’s mobile website (character limit may apply)

29

Presenting Sponsor receives, cont’d:
• Audio/visual tag on promotional announcements airing on KENS5:
• Sample tag: “KENS5 St. Jude Dream Home presented by Company Name” with logo on-screen
• Minimum of 75x :30 promotional spots airing on KENS5 and Estrella (Mon-Sun 430a-429a)
• Presenting Sponsor will receive visual presence on all KENS5 St. Jude promotional spots (min. of 175x additional promos)
• One (1) Interview on Great Day SA during the Dream Home Giveaway Show LIVE from the home on Nov. 7

FROM ST. JUDE:
• Company logo on print material, newspaper, and direct mail campaigns (valued at $10,000)
• Company logo on signage at the Dream Home and on www.dreamhome.org
• Opportunity to display a banner or promotional item in the Dream Home
• Note: St. Jude will consider the KENS5 “Presenting Sponsor” as a “Ticket Outlet/Major Sponsor”

PLUS:
• Half of your investment goes back into your own advertising schedule “time bank”
• $44,000 advertising time bank on KENS5 and/or Kens5.com
• Based on going rates and availability during preferred flight weeks (March – Nov. 7, 2013)
• Includes production of your television spot and online elements

30

SA Faves: Presenting Sponsorship for 52 weeks: 2 available
Premium Sponsor positions on SA Faves pages
Logo inclusion within all printed and digital promotional materials (email, winner plaques, posters, POP material, more)
GDSA segments
TV promo spots with audio and logo
Banner promotions to include mobile website and SA Faves app
Multiple different social promotions to include Twitter, FaceBook, blogs , video pages, and more)
Organic mentions and on air voting tips (Tell us about your favorite local spa…)

Display works in ways well beyond the click
WHAT’S DRIVING ADVERTISING RESULTS FROM THE WEB?
• 86% of internet users exposed to display ads do NOT click**
• 8% of those users deliver 84% of all clicks*

Online audiences are not clicking

• 99.9% of ad impressions are served without a click**
• Case study shows that users who don’t click, spend more time and
consume more pages on client site post-event, than the users who
actually click on the ad.

But they are “getting the message”

• 46% lift in visits to an advertiser’s website from those
exposed to a display ad**
• 38% lift in searches to an advertiser’s trademark/brand
from those exposed to a display ad**
• 14% reach and 18% frequency increase when adding video
to TV buy^

Video hits that message home

• Brand recall up 22% and message recall up 31%^
• Rich media with video is 2.8x more effective than static
banners for purchase intent***

*Source: comScore and Starcom USA study ‘Natural Born Clickers’, October 2009.
**Source: comScore’s ‘Whither the Click’ white paper, June 2009. Measured display ad impact across vertical categories from 139 campaigns.
***Source: ‘The Brand Value of Rich Media and Video Ads’: by DoubleClick, a division of Google, and Dynamic Logic, June 2009

^Nielsen Yume 2012

Proof: Client analytics
Increased online leads by 19% in the first 30 days
Increased website traffic by 800%

34

Proof: Case studies
Case studies

Local Toyota dealer
Increased online leads by 19% in the first 30 days
Increased website traffic by 800%
Increased service customers to 80 from 36 per day!
KENS 5 is ranked in the top 3 domains
Consistently over delivering

Local research company
Target people with certain ailments taking a specific drug – limited budget
Tripled the client goal and came in under budget
Adding to the success, they also gained quality leads and signed up future patients

National, QSR – TX based
Goal: increase individual store sales and introduce new products – non traditional advertising
Result: sent more than 9,000 people their business in only 2 weeks
Is the most successful product launch in company history
In store sales increases above all expectations
Client secured annual commitment with an increased budget
35

Proof: thank you letter
Testimonials

Local, auto group – Tucson, AZ
Campaign # 1
Objective: sell 100 cars in 1day
Results: sold 135 cars; the most cars sold in one day
for the year
The only change in advertising was the addition of Belo
Tucson targeted email

Campaign #2 Sale Event
Objective: Sell 700 cars in 3 days
Result: sold 884 cars, the most since 2006
The only change in advertising was the addition of Belo
Tucson targeted email and display
Increased closing rate to 50% from 30%
Increased margins on sold vehicles to the highest in 4 years

36

Proof: Reporting - raw data
Results: reporting impressions - clicks

37

Proof: Reporting – Beyond the click raw data
Results: reporting view through

38

Kens 5 - Belo digital capabilities

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