How to advertise your business online

How to advertise your business online
You may have begun to think
about advertising your
business online.
You may or may not know a
lot about how to get your
advertising message online.
It is our goal to educate you
how online advertising
works. This presentation is
designed as a quick
reference. For more
information please contact a media consultant.
This primer will describe the following:
1) Why you should advertise online
2) How online traffic is measured
3) How to get your ad online
4) Standard Online Ad Sizes (IAB)
5) Unique Online Opportunities
6) Key Terms
7) Reach, Frequency, Cost-Effective
8) Testimonials
Why advertise online?
Thoughts from Earl Cox - Martin Agency
Independent consumer research shows that
newspaper advertising is a “destination” for
many consumers, not a distraction to be
avoided. For them, advertising is a desired
part of the content. You might even say it’s
the original branded content. In the language
of the Internet, it’s opt-in advertising in an
opt-out world.
When you combine readership (not just paid
circulation) of the core product and niche
publications with unique visits to newspaper
Web sites, newspaper media are growing at
a double-digit rate—diversification and
growth that will surprise many advertising
decision makers.
Why advertise online?
Reaching Consumers
When and Where They Want
“Newspapers have broadened their reach
by growing their audience’s news consumption
from a print-only readership to an online edition,
knowing that internet savvy users are sometimes
only consuming news online.”
Charles Buchwalter,
VP Client Analytics,
Profile of an
Online Newspaper User
84% recently shopped online
82% recently bought online
69% are online daily at work
63% check news daily
Mean Age: 38
54% College Educated
HH Income: $70,000
Hours Online/Week: 19
Source: How America Shops and Spends, MORI 2005
57% have home broadband
We’re not RE-INVENTING The Wheel!
Advertising Online is very similar to advertising in
traditional media (TV, Radio, Print)
It’s still all about getting your advertising message
out in front of the readers or viewers. That message
should have a call-to-action or be a “keeping your
name out there” ad.
As people read the news each day, you can get your
message out in front of them, and get them on your
website AND in your store/location.
This is a benefit to you the advertiser because it
allows you to invest your advertising dollars towards
your potential customers.
How Online Traffic Is Measured
We encourage advertisers to delete the term “HITS” from their web
Every time any information is accessed from a server, such as a
file, graphic, image, logo, type, hyperlink, - a hit is recorded.
On the home page, we might record up to 35 hits as
one page loads for one reader.
We recorded over 14 million hits in a single month.
More important to you is who is reading the site!
Standard Internet Traffic Metrics
Monthly Visits: Each time a reader comes to the site it is
recorded as a visit.
Unique Visitors: (Also known as different readers) This is the most
important measurement for online traffic. This metric tells you, the
advertiser, how many different people you can reach with your
message. If a user has visited in the past 30 days, then that visitor
is not counted as another unique user. averages over 260,000 unique visitors each month reach even more unique visitors each month
Page Views: When a reader views (1) web page it is recorded as
(1) page view. averages 3.4 million page views each month
Print & Online: Better Together!
Combining Print Advertising with The
Vindicator and Online Advertising with provides the BEST REACH of
any media company in Mahoning &
Shenango Valleys. (Belden Research, 04)
How Does Compare
#1 Local Media Site
in the Mahoning & Shenango Valleys
•More traffic than all other local media
websites combined! (Belden Research)
•More TOTAL REACH than many other local Media.
How to get your ad online
Rotational Advertising
Most online advertising is placing your advertising message on a
site and rotating it throughout the site or sections of the site.
The online ads are impression or viewer based. An impression is
every time a reader views your ad while on the site. Online ads are
guaranteed ad views. We create online campaigns that deliver your
advertising message often as you like to your targeted audience.
Rotational Advertising on allows advertisers to reach
the broadest audience possible throughout a newspaper website.
Like digital billboard, advertisements ‘rotate’ with other
advertisements in set positions.
Run-of-Site Campaigns
Most campaigns are Run-of-Site (ROS). Similar to a ROP (Run of
Paper) campaign in the print newspaper. Your ad will literally rotate
throughout the site. Additionally, you may target your ad to
several specific sections of the site.
Standard Ad Sizes
Whether your campaign is a Run-of-Site campaign or targeting
specific sections, your ad will rotate into the standard ad size
locations. For more information about standard ad sizes, view the
next page.
I.A.B. Standard Ad Sizes/Positions
There is an industry standard across
the world for ad sizes/positions
developed by the Interactive
Advertising Bureau ( IAB
standard sites use IAB standard ad
sizes, and place those ad units in
specific locations on a web page.
On, we follow Interactive
Advertising Bureau standard ad sizes:
(1) Leaderboard - (728x90 pixels)
appears at the top of pages
(2) Skyscraper (120x600) appears
along the right-hand side of pages
(3) Medium Rectangle (300x250)
appears on the home page and inside
of all editorial content.
The ads are used to promote
company product(s), create or
improve brands, or initiate immediate
response through a call-to-action
message. All ads are linked to the
advertiser’s web site – giving
advertisers the opportunity to explain
their message beyond the
advertisement. Most online ads are
animated or interactive to use the
audio and/or visual power of the web.
Ads appear 24/7 too!
Rotational advertising on sites are
priced on a cost per thousand
impressions (CPM) basis and discounts
are available for volume purchases.
Unique Online Opportunities
TARGET SECTIONS OF A SITE - Example: Local News, Sports, Etc.
CHANNEL SPONSORSHIPS - Channel Sponsorships present advertisers with an
exclusive opportunity to brand their company name through special
online content that reaches their target customer profile.
eMAIL MARKETING - Newspaper websites can build customized email
campaigns for advertisers to send individual special offers to an opt-in
DINING GUIDE - List your business in an interactive directory that provides
detailed information, links to your website/email address, pictures, logo,
business description, and more.
ASK THE EXPERT - Every business owner thrives on a good reputation. As
the local expert on a subject that is core to their business, our
advertisers receive their own mini-site on with links to their
site. Experts also receive own online display ads.
RATE BOARD LISTINGS - YOUR company can post YOUR current interest rates
for Mortgage, Auto, Home Equity, and CD/IRA/Investment Accounts
under several different terms. Participating companies receive a profile
page and online display ads.
HOME PAGE SPONSORSHIP - YOUR company can purchase 50 or 100% of the
ads for a 24-hour period on With a 100% estimated share
of position, your ad will be on the home page midnight to midnight on
the day or days of your choice. Packages of one, five or fifteen days
are available.
Key Online Terms
So you're ready to dive into the World Wide Web, huh? But do you know
what everything means yet? Let help you out. Listed below
are some terms that you'll hear often when you are talking about the
world of the Internet.
Banner -(Online Display Ad) One of the many forms of online advertising. In a newspaper
it's called an ad space; on TV it's called a commercial.
Banner Rotation - Refers to an online banner advertisement being placed into a rotation
with other online ads.
Content - Refers to the articles, information, photos, audio & video files that make up a
web site.
Hit - An imprecise term referring to the number of computer files (file, graphic, image,
logo, type, hyperlink advertisements) sent to a viewer's computer. One page could
represent 50 hits. For this reason, hits are NOT a valid standard to determine the
traffic of a web site.
Home Page - Is the first page of a web site (when someone has multiple pages, the home
page is the first thing that will be shown on your browser).
ISP - Internet Service Provider. An ISP is a company that gives you the connection to the
network of computers so that your computer has the ability to communicate with
other computers (example: Zoom Internet, Road Runner, AOL, etc)
Text Link - Another popular way of promoting a web address. A text link is simply a word
or group of words linked to another web address.
Traffic - People who visit a web site are said to be traffic, the same way that a newspaper
user is considered readership.
URL - Universal Resource Locator, also referred to as a Domain Name. Simply put it's a
web site address. (example:;
Web Site - A web site can consist of a single page or thousands of pages, depending on
how in-depth you want to get ( consists of thousands of web pages).
Once you type in a company's web address or URL it will direct you to your
destination (not much different than dialing someone's phone number).
Advertiser’s 3 Best Friends!
There are 3 factors you should consider when placing an
advertisement with any medium. Online newspaper
websites are well suited to deliver.
REACH - It’s important to reach the maximum
audience with your advertising message. With & you can reach a mass audience of more
than 260,000 unique adults each month!
FREQUENCY- Frequency is the number of times
your advertising message is delivered over a period of time.
National research studies demonstrate the concept of
effective reach. We know that often it takes us more than
one exposure to an ad to respond. designs
programs tailored to your frequency objectives.
- “How much will this
cost me?” You’ve probably asked this question before. is not only bigger than the rest - but better in
cost-value analysis. Check out what some of our clients
have to say about us on the next page.
Ask Our Clients About has helped many
area businesses reach their
marketing goals. Contact us
now so can help
your business reach yours!
“As one of the country’s leading retirement living destinations, not only do many of
our residents move to Copeland Oaks from the Mahoning Valley, but many move to
Copeland Oaks from other parts of the U.S. Being a part of has helped
us effectively deliver our message to people locally, as well as outside of Ohio.”
Jeff Bassett
Copeland Oaks
“ has helped us to continue to brand Carlson Wagonlit Travel as the local
expert in travel. With the ASK The Expert program, we are able to generate new
leads and interact with customers in a new and exciting way.”
Julie Costas
Carlson Wagonlit Travel
“ was one of the first sites we’ve advertised on. I was nervous at first,
but my account representative made it easy very to understand. There were a lot
of options for both ad placement and cost. It was very easy to find an option to fit
Armstrong’s budget and advertising needs.”
Krista White
Armstrong Cable
“We have enjoyed the partnership with This service has helped us get
more business from local guests and from those that have moved away and still like
to keep up on local happenings. The Restaurant Dining Guide has helped with locals
that wanted to try something different but the Yellow pages don’t give you enough
information. It is a fantastic tool to get your products out there for all to see.
Highly recommended.”
Kimberly Hladun
Nicolinni's Ristorante
Get Online Today!
For a FREE consultation or to request a media
kit, please contact:
John Hitchcock
PH: (330) 747-1471 ext. 1255
FX: (330) 747-8135
[email protected]
Advertising Info:
To view this full presentation, please visit: