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Sep 1, 2010 by Mark MaierThanks to Loredo, they sent out an e-newsletter recently with a great 2-part article on Digital Media kits and what they need to have...
"One of the topics in our new Intelligent Selling of Interactive Advertising Level III is media kits. These materials are a vital part of the "how to sell your site" equation, and we always get a lot of interest and discussion on this topic, so I thought I would share our insights here.
Securing media kits is one of the most important steps a buyer takes in developing the publisher consideration set. Unfortunately, many buyers get frustrated by the lack of information, insufficient or old data, as well as the requirement to register in order to get information, or having to wait to get info. Buyers tell us that they ignore sites that make it too hard to get the media kit. I suggest sites follow 10 simple rules for their media kits to address these frustrations.
Media kits musts
1. Reflect quality and activity of the brand's community. We often discuss changing the focus on audience or users to the brand's community. I like the description of community as it better reflects the relationship between a site's user base and their relationship to the media brand.
2. Provide data beyond audience composition. Advertisers want more insights on the "who" is going to a site and "why" they go and why they stick around.
I repeat many times throughout our training that understanding why someone navigates to a site, when there are so many choices, is a huge value differentiator. People vote with their time and time spent. And, repeat visits are a huge statement of value. Also, I stress sharing your understanding of the audience of "heavy "users versus light users.
3. Include updated stats from multiple sources, including internal web stats, comScore and/or Nielsen, or Quantcast. Media buyers have access to and use different research services. In addition, it is important to explain why there are differences between the data sources, especially internal site data and syndicated research. Your information should be current, or no more than 6 months old.
4. Describe how to use different ad programs to achieve results, such as branding or response. Media properties should educate their advertisers as to how to use their site to achieve results for different campaign objectives. For example, a branding campaign would benefit from a homepage take-over or other more disruptive, larger ad units and placements. This should be explained and explicitly illustrated.
5. Include screen grabs or illustration of each ad unit and their placements of every major page type: home page, section pages, and article pages.Indicating which ad placements are above the fold regardless of browser type or resolution is important, as the "fold "line varies with different views.
6. What targeting options are available and how to use targeting with ROS (run of site) inventory. Many advertisers don't realize they limit their exposure and reach by "narrowcasting" targeted ads. Depending on the type of site, interactions with ads in targeted content or in content that demands high user involvement may deliver different results from ads in non-targeted content. 7. Competitive positioning. It's important to show how your site differentiates compared to other sites or networks in your space. Niche sites, portals, ad networks, etc., all work differently and have different values for advertisers. You should explain how your site works for driving advertising effectiveness and how your ad programs work and should be evaluated.
8. Rate pricing - at least enough detail to help buyers understand how your rates compare. Some publishers feel the need to keep rates secret, but doing this may cost you business - and it definitely increases the time your sales teams spend dealing with leads that are inappropriate. If your rates are not at the lowest ad network level and a buyer is looking for cheap CPM media, you should not waste time trying to qualify this type of buyer. Letting buyers know your CPM level is also a statement of standing up to your value.
9. Case studies across different vertical categories as well as ad programs. Buyers want to know that a site "works," so including summaries of a plan, the creative and the results will make a difference in a competitive situation.
10. Easy access. Buyers should not have to register to get a healthy and robust understanding of what a site is about. Media kits are used by buyers to gather information - they should not be used as a lead generator by the sales team. Many buyers skip sites that require registration for a media kit. What's worse, those that do register often complain that they don't get a quick response - or, in some cases, they get no response at all. If a buyer is considering your site, if you don't provide them with instant information, the chances they will come back to you are slim.
If you are concerned that your competitors will get your information, don't worry - they will anyway, regardless of what "blocks" you put up to prevent it.
A final note: If you sell integrated programs with offline and online media components, a full description of what and how your integrated programs work should also be included in your media kit.
A well-executed media kit is an indispensible part the sales process. Media kits are often the first contact a buyer has with a site, so think of your media kit as the "the first impression," which we know is the most important contact in building a relationship with future customers. The function of your media kit is to make a proper and passionate introduction to the media brand. The time and effort you put into creating, maintaining and updating your media kit will yield more and better qualified leads"
Thanks to Leslie Loredo for putting this guide together, get your Media Kit in top shape and go sell!
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