CINCINNATI2011 Online Media Kit

Digital advertising is growing by leaps and bounds around the world, and right here in Cincinnati. Our mission is to help advertisers harness the power of digital advertising on-air, online and via wireless by offering a portfolio of platforms second to none.

Our goal is to provide a variety of flexible programs and partnerships that can meet a wide range of creative and budgetary needs.

Please spend a few minutes looking at the many options. We look forward to working with you!

Introduction & Mission

WLWT.com is the #1 Broadcast Web Site

Site Feb Mar April May June Jul Aug Sept Oct Nov Jan 2011

12 Month Avg

WLWT.com - NBC 530 272 316 280 381 596 579 573 438 413 583 413

WCPO.com – ABC 425 266 271 261 340 194 278 246 250 221 284 253

Local12.com – CBS 293 157 136 186 185 154 192 202 197 131 293 177

FOX19.com 148 110 131 108 139 # 109 111 140 121 187 100

KYPost/(newspaper) 114 95 71 86 39 105 76 48 40 65 54 66

Cincinnati.com 1,030 1,069 1,202 1,142 1,106 1,030 1,080 1,050 1,220 1,130 1,010 1,005

2010-11 Feb-Jan Cincinnati News SitesSource : Comscore, 2010-2011

Source: Comscore, 2010-2011# = comScore panel size did not meet minimum requirements.

Total Unique Visitors ‘000’s

Standard Ad UnitsLarge Format Ad Units provide strong branding, visibility and creative opportunities on the Homepage and within each Content Section throughout WLWT.com. The two major ad units are:

1. Leaderboard: 728 x 90 pixels2. Display: 350 x 250

Standard Ad Units are the basis for Run of Site (ROS) campaigns and are offered on a cost per thousand impression (CPM) basis. They can also be scheduled to run during specific days, time blocks, in content sections…even during specified weather conditions.

These ad units have universal appeal and considered standard by the Internet Ad Bureau (IAB).

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Content Section Page

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Home Page

Section and Story Page Sponsorships create higher relevancy for the advertiser’s message, higher attention from visitors, and frequently higher response rates when accompanied by a strong “call to action.”

Sponsor ads appear in prominent locations above the fold on the main section page and can be placed in any editorial section of the site (i.e. News, Entertainment, Health, etc.)

All section sponsorships include: 1. Title Bar Logo (100 x 32) Front Page 2. Top Position Display Ad (300 x 250) Index

and Story Pages 3. Best Bets Blurb (120 x 90) Story Page

A limited number of client category exclusive sponsorships are available on a share of voice basis (S.O.V.), further enhancing the return on investment.

Section/Story Page Sponsorships

Section Story PageSection Index

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While the Best Bets Blurb is included in any standard section sponsorship, this ad unit is also available to be purchased individually. This ad unit is designed to provided advertisers with good conversion rates via an ad that can encourage the visitor to find out more about a product or service.

The Best Bets Blurb can be targeted to specific sections or run ROS. Ad units are not targeted to impressions and run on an equal rotation basis with other advertisers, or run as fixed permanent placements at a higher rate.

All Best Bets Blurbs include: 1. An 80x60 image 2. Max. 40 characters of “Headline” text 3. Max. 120 characters of “Teaser” text

Prices are flexible and depend on the content section’s audience size, and whether the ad rotates or is exclusive to a section.

Best Bets Blurb

Section Story PageSection Index Page

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Section Sponsor Optional Enhancements

300x600 Half-Page Ad Units:• Integrates client’s message with an ad that is double the size of the Display

Ad.• Fixed position in place of top Display Ad.• Customizable to include text links, images, and a logo.• Link to client’s website• Units are scheduled by share of voice weighting, not by number of

impressions• Available as part of a section sponsorship or a la carte cost.• Can be Upgraded to an Advertorial Module at a negotiated cost.

Rich Media Expandable Ads:• Available in standard leaderboard (728 x 90) and display (300 x 250)

formats• Doubles the original ad size when visitors mouse over the ad• Ads expand above, below, to the left or right depending on placement• Available on section index (display size only) as well as story pages (both

sizes) • Elements include a “tease” with additional space for text, graphic or

animation• Links to client’s website• Units are scheduled by number of impressionsVideo Display Ads:

• Fits the standard 300 x 250 display banner size• Can run in all sponsored sections• Link to client’s website – click at any time before, during or after video• Reverts to standard 300 x 250 static ad after the video runs• Teaser (e.g. “click to play”) button followed by video clip up to 15 seconds• Units are scheduled by number of impressions

Several low cost options provide even greater impact:

Section Sponsorship ContentMAIN SECTION SAMPLE EDITORIAL CONTENT

News Tri-State Headlines, National & World News, Weather, Spotlight, News Videos, Sports, Quizzes and Contests, Links to other sections

Entertainment Entertainment Headlines, Entertainment News, Videos, Things To Do (Seasonal), Top 5 Movies, Box Office, Music, What’s on TV, Daily Entertainment Quiz, Links to other sections

Weather Weather Plus, Interactive Radar, Weather Cam, 5 Day Forecast, Current Conditions, School Closings, Desktop Alert, Severe Weather Videos, Travel Forecast, Ski Report

Family Parenting Tips, Family Headlines, Marriage & Relationships, Kids, Schools, Good Housekeeping, Safety Recalls, Family Calculators, Links to other sections

Health Health Headlines, Health Team 5, Local Flu Report, Breast Cancer Awareness, Get Healthy Tips, Health Insurance, Health Survey, Interactive Tools, Links to other sections

U-Local Our newest section, U-Local brings social networking to the mainstream with the advantage of editorial oversight from the WLWT.com staff. Visitors can upload blogs, photos, videos, community events, and participate in contests

Sports Top Sports Stories, High School Playbook, Reds News, Bengals News, Tri-State College Reports, Get Tickets, Links to other sections and sites

Project Economy Money Headlines, Stock Quotes, My Money, Baby Boomers, Retirement Options, Housing Crunch, Money Calculators, links to other sections

Politics Get news about what is going on in local and national politics. Get election results, watch videos, and get all the latest political breaking news.

Traffic Real Time Traffic Pulse ©, Traffic Headlines, Lowest Gas Prices, Artimis Cameras and Traffic conditions, links to other sections

Education Education Headlines, School Videos, Education Tools & Calculators, Scholarships, Higher Education, links to other sections

Other Sections Food, Hi Tech, Jobs, Irresistible, Travel, House & Home, Politics (Seasonal), others

Expandable IAB AdsWhen a visitor rolls their mouse over an Expandable Ad it instantly expands to double its height or width, exposing additional panels below, above, to the left, or right of the original ad area depending on placement and size. The ad retracts to normal size when the mouse moves away.

Expandable IAB Ads can run in any Content Section for considerable placement flexibility: Leaderboard – expanding to 728 x 180 pixels*

Display – expanding to 600 x 250

Benefits include:• Visitor interaction with the ad message• More ad copy points due to larger size• Ad exposure before, during and after expansion• Can be scheduled in specific Content Sections• Viewers can click to client’s web site• Ads can be scheduled based on impression goals• Generally much higher response rate than static

banner ads .

* Expanded leaderboard ads can only run on Story Pages of each section.

Expandable ads may be ordered a la carte or as an add-on to a Section Sponsorship.

Floating Rich MediaFloating Rich Media Ads float over the web page immediately when it first loads, providing high impact visitor engagement. After approximately 8 seconds, the “Floater” becomes a standard 300 x 250 leave behind display ad.

Floaters truly deliver “outside the box” creative strategy since they’re not subject to the size and placement restrictions of standard banners. Their non-traditional size (up to 500 x 300 pixels) and movement across the page combine for much higher than average viewer recall and click through.

Benefits include: Automatic page loading – visitor action not required Runs in all Content Sections except Home &

Weather Frequency capped at 1x per day per visitor Viewers can click to client’s web site Generally much higher response rate than static banner ads .

Floating Rich Media is offered on a cost per thousand (CPM) impressions or monthly sponsorship.

DESIGN YOUR OWN ELEMENT

Pushdown Ads

The Pushdown Ad is one of the highest impact online ad units, automatically “pushing down” the news content for 7 seconds. It then retracts to a 1000 x 40 leave behind ad which can be clicked by the visitor to review the ad again.

Because of its dominating impact on viewers, pushdown ads are scheduled on an individual day basis with a frequency cap of 1x per visitor per day.

Benefits Include: High impact & viewer awareness Largest ad unit – expands to 1000 x

300 Always runs top of page Available in all Content Sections Generally much higher response rate

than static banner ads

Push Down ads are offered as a daily sponsorship with cost based on section page views.

Title-bar Sponsorships

Title-bar sponsorships appear exclusively on the Home Page under “News Headlines” in the upper right hand corner and on the “Weather” title-bar. These ad units are not intrusive but are strategically placed to achieve maximum branding results on the front door of WLWT.com.

Benefits Include: Appears on high traffic Home Page Approximate dimensions 100 x 32 pixels Ad loads automatically “Above the Fold” positioning Appears next to credible local news & Weather Click through to client’s web site

Pre-Roll Video

Pre-Roll Video Ads run before video content and includes a Leaderboard or Display Ad that runs as a companion to the video, remaining on the page until a new video is selected.

Pre-Roll Video Ads can run up to :15 seconds and can be scheduled Run of Site (ROS) or by video topics:

Popular Local NewsNational News WeatherFeatured

Benefits include: Larger image size, up to 640 x 480 Automatically runs when viewer clicks

story Ability to use existing :10 or :15

commercial• Viewers can click to client’s web site• Generally much higher response rates than static banner ads

Pre-Roll video is offered on a cost per thousand (CPM) impressions basis or as monthly sponsorship.

Video Display Ads

The Video Display Ad is a short video (:15 sec. maximum) that includes a 300 x 250 display teaser encouraging visitors to click a button, graphic or text. After the video plays, the ad displays a leave behind element encouraging visitors to play the video again.

Video Display Ads run in the same areas as regular display banners.

Benefits include:• Ability to use existing TV commercial• Flexible commercial length from :05 to :15

sec.• Large size 300 x 250• Teaser & Leave Behind encourage repeat

views• Can be scheduled in specific Content Sections• Viewers can click to client’s web site• Generally much higher response rate than

static banner ads.Pre-Roll video is offered on a cost per thousand (CPM) impressions basis or monthly sponsorship.

E-mail Newsletter AdsE-Newsletters provide outbound marketing aimed at consumers who have opted in for this customized service. Over 68,000 Tri-State residents have signed up for specific content E-mails, ranging from Daily Weather reports to Entertainment Headlines to updated News Headlines that are delivered five times daily.

Site visitors that sign up for HTML versions receive skyscraper ads (160 x 600 pixels) while others receive text E-mail ads.

Benefits: Consumers have opted in for this service

Newsletters can be targeted by content/topics

Ads delivered in Text as well as HTML skyscraper

Advertisers get extra exposure on sign up page

Ads offer click through to client’s web site

High frequency for clients since most consumers subscribe to multiple Email topics.

HTML E-Mail format has less competitive ad clutter than other sections or pages.

Note: E-Mail Newsletter ads are offered on a monthly sponsorship basis only, in equal rotation with other advertisers.

HTML Version

Text Version

Contesting

Online Contests connect to customers in a fun, exciting and memorable way while helping advertisers collect information such as names, addresses and email for opt-in database marketing.

Online contesting can also be used to develop market research information by adding questions or “qualifiers” to the contest entry.

Online Contests include: • Feature links in the Entertainment and Contests sections• Creation of a full page Contest Form• Rules for Participation• Database capture – available to client when contest ends• Web-Driver TV spot to promote the contest (optional)

Contest sponsorship costs are scalable based on number of impressions, length of campaign, and desired level of contest participants.

Slideshow SponsorshipsSlideshows cover a wide array of topics, from News stories to images of big sporting events, celebrities, entertainment and more. Slides are accessed via links from the Home Page and content Sections. When visitors click on a slide show it opens a full screen window including thumbnail photos, captions, buttons to advance slides, or share them with friends.

Slideshow sponsors receive rotating 728x90 Leaderboard and 300x250 Display ads which refresh each time a new slide is clicked.

Benefits include:

• Low clutter - Only two ad units on each slide• Ads click through to the client’s web site• “Share Slides” can extend the advertiser’s

reach• Slide shows are accessed from the highest

traffic sections such as Home and EntertainmentSlideshows are offered on a share of voice sponsorship basis with prices based on section page views.

Full Page Ads/Buffer Pages

Full Page Ads are client-based content (buffer) pages. They incorporate your logos, images, text and links into your site using a variety of templates and can include the following:

Information about the company Latest specials and offers. Location and contact information. Links to specific sections of the client

website. Additional links or content features

promoting their campaign

Creation of a full page ad or buffer page can be purchased by itself for a flat fee but is discounted when purchased as part of a sponsorship package.

WLWT’s digital mobile advertising is one of Cincinnati’s fastest growing platforms with over 190,000 unique visitors and 3-million monthly page views. Your business logo and a banner ad appear on cell phones and PDA’s of viewers accessing News, Weather and Sports on WLWT Mobile with a direct link to your website.

Features include:

Banner Ads (300 x 50) accompanied with a text link.

Text links contain up to 20 characters. Mobile Apps for Android, Blackberry & I-Phone All ads can click through to your web site. WLWT can create a custom mobile buffer page or

micro-site

Full sponsor packages include a TV web driver promo, rotating banners, plus a 728 x 90 leader-board ad on the mobile sign up section of WLWT.com.

Digital Mobile Platform

TV Web Driver On Air Promo

Helpful “Online Guide” Marianne Milano directs viewers to specific sections of the Web site. Spots use the station look and feel, with Marianne directing viewers to the Website section that features the sponsor.

Research proves time and again that TV and online advertising compliment each other and lift awareness 20% to 30% when used in combination.

TV Web Drivers are generally a mix of :10 and :15 second promos and are only available with online sponsorships.

The cost of TV Web Drivers vary depending on level of online sponsorship and number of on-air promos scheduled.

Contact your WLWT.com account executive for more information.

Content Add-OnsWLWT.com and Internet Broadcasting offer a variety of Content Add-ons that allow for additional image display and/or functionality, particularly on contest or buffer pages. Some examples include:

Customized Thank You Page Winners Page Bounce Back Email – Auto

generated Coupon Contact/Lead Generation Form Sponsor Bar Countdown Clock Flash Video Player Ad Slideshow User Generated Content Slideshow Event Details Box

Contact your WLWT.com account executive for more information.

• Weather Multi-Platform Package• U-Local Social Networking• Home & Garden Show• High School Playbook• Five Star Colleges• Mobile Digital Multi-Platform Package• Tri-State Experts• Flying Pig Marathon• Eckstein-Summers Media Consulting• Holiday Gift Guide• Many others!

Other Digital Opportunities

Contact your WLWT.com Account Executive For Details

For Additional Information Contact:

Jeff LovinsDigital Project ManagerWLWT.com Cincinnati513-412-5626jlovins@hearst.com