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  • Digital Tips for 2016

    Digital advertising is a large and unwieldy machine and, with thousands of options for each campaign, it can prove difficult to build a successful campaign.  The tips below have been culled from actual campaigns running throughout 2015 and showcase some suggestions that you can use to improve your future digital advertising.

    Larger Sizes

    Over the last decade the digital advertising industry has been primarily focused on three primary sizes:  728x90, 300x250 and 160x600.  While those sizes can be effective, we have seen degradation in their impact as more and more ad units are appearing on websites around the Internet.

    In 2015, we began the migration to larger ad units, particularly the 300x600, to help circumvent this clutter and provide more engaging opportunities for our clients.   After this change was made, there was a clear and repeatable lift to interactions for those larger ad units with a higher than average performance.

    While these units tend to be more expensive than the standard units on a cost per thousand (CPM) basis, this cost is more than offset when the units are viewed on a cost per engagement.

    The 300x600 unit (also known as a Double Stack, Monster or Half-Page) serves as a powerful tool on desktop, but as more and more traffic is transitioning to mobile (local media now pulls 40 – 60percent of their total traffic from the mobile space) the option becomes less available.  An option that delivers similar results in the mobile space is the 300x250 in-feed unit.

    In planning your future campaigns we recommend the following:

    • Utilize more large space ad units (300x600 on desktop and 300x250 on mobile) as opposed to the traditional sizes.
    • Consider other large space options.  We have also found success with the interstitial unit that allows for a rich media experience, a larger size, and the ability to target by geography.
    • When using larger ad sizes, apply a frequency cap that will limit the number of your ads shown to each potential client.

    Custom Creative

    We are in an enviable position to see a lot creative on a weekly basis here at MANSI, and last year we compiled some of that insight to share with our advertising partners.  In designing your ads, consider the following four tips:

    1. Include people within your ad copy.  This inclusion can be a single person, a family or a group, but having a recognizable human face tends to help drive up response to online ads.
    2. Ask a question.  As opposed to a direct statement or an offer, ads that ask a question (ex. “Do you have x?” or “Have you ever y?”) drive a greater level of engagement.
    3. Use local addresses or phone numbers.  This can be more difficult for a multi-region or statewide campaign, but calling out locations on a city-by-city basis will help to improve ad response.
    4. Include a call to action.  As simple as it sounds, including instructions (ex. “Click to Learn More”) within the ad copy will improve the click through rate (CTR) of your advertising.

    While each of these guidelines holds true in general, each campaign has its own quirks and specialties.  With every campaign, we suggest running at least two types of creative to test the effectiveness of different options.

    Targeting Revisited

    With digital advertising we often default to targeting that is as precise and focused as possible.  By analyzing historical data, we have found that many campaigns are not served by this focus on deep targeting. 

    Here are two examples:

    • Local news media websites often perform better when targeting is limited to geography and content.  For a marketer, this seems counter-intuitive, but we have to remember that local news media is inherently targeted, by the nature of their readership, to a population that is educated and affluent.
    • Programmatic buys that include targeting based on a white label domain list focused on niche websites (ex. sites like that focus on the health consumer), search re-targeting (targeting based on a users search behavior) or general contextual targeting (targeting based on content currently being displayed on the page) tend to drive a higher response rate.  This comparison is for those campaigns relying solely on third-party data for demographic and behavioral data.

    For future campaigns we recommend loosening targeting on local news media websites and using a mix of targeting options through programmatic.

    Ongoing Disruption

    The digital space continues to be one of continuous disruption.  Our strategy should evolve with each of these changes and we expect them to continue in 2016.  From ad blocking, to increased mobile penetration to the growth of video with older audiences, the space remains in flux.  MANSI Media is here to help with your local media planning and placement.  Reach out for your next campaign and allow us to simplify the process for you.

  • Diversify Your Political Ad Campaign

    2016 political races are just gearing up and Americans are already growing weary of the endless television ads and coverage. Many people are skipping through commercials and changing the channel to avoid the relentless images and messaging.  There has to be a better way for candidates to get their message across to potential voters, right?

    Projections say that political ad spending will reach a record high this year at over $11 billion (Borrell 2015).  Broadcast is expected to receive the lion’s share of these dollars, but smart politicians would be wise to allocate their budgets to a variety of media options.   

    A campaign manager’s main goal is to persuade voters to vote for their candidate.  There is one medium that delivers the most voters – newspapers.  Simply put, readers vote and voters read.  No other medium comes close. 

    • 74% of Democrats who vote read a newspaper in print or online*.
    • 70% of Republicans who vote read a newspaper in print or online*.
    • 72% of Independents who vote read a newspaper in print or online*.

    Nearly three-quarters (73%) of perpetual voters who read print or digital newspaper media each week think it is important to keep up-to-date with news and current affairs**.  Seniors, who are the most reliable voting group, are avid newspaper readers. 

    In addition, voters find newspaper ads more reliable and accurate than ads in other mediums and also find newspaper websites more reliable and accurate than other websites***.

    Newspapers are a source of trusted content read by the majority of voters across the country.  Candidates and advocacy groups would be smart to include newspapers and their websites as an integral part of their media campaigns in 2016.

     Source: *2015 Release 2 Nielsen Scarborough Research Copyright 2016 Scarborough Research.  All rights reserved, **Gfk MRI/Nielsen Scarborough 2015  ***Moore Information, American Voter Media Use Study 2012



  • Monitoring Circulation Numbers: Navigating the Numbers

    For many media buyers, circulation numbers have long been a puzzle, and that process certainly isn’t getting any easier.  Sure, there are plenty of tools at your disposal, but each one seems to tell a different story.  So which numbers are most important and how do you find the right stats for each particular client need?

    Objective:  Comparing the best papers across multiple major metros.

    • What numbers matter?
      • In this scenario, it’s best to compare publications using their total full-run circulation numbers and review the Metro area (MSA) percent penetration numbers, which will take into account overall households for each market and give you a fairer comparison for metro areas of varying sizes. 
    • Where to find it:
      • For this info you can turn to the SRDS circulation figures or the individual newspaper audits that are released through Alliance for Audited Media (AAM).  Both of these tools require subscriptions.

    Objective: Finding the best publications across an entire DMA, or multiple DMA’s.

    • What numbers matter?
      • In this scenario, it’s best to compare publications using their total full-run circulation, and review the multiple counties within each DMA, along with county penetration numbers.  By doing so, you can take into account overall households for each county, which will give you a fairer comparison of the reach of each publication into a more specific geographic window.
    • Where to find it:
      • For this info you can turn to SRDS circulation figures or the individual newspaper audits that are released through Alliance for Audited Media (AAM).  Both of these tools require subscriptions.

    Objective: Matching local papers to specific retail locations across a region.

    • What numbers matter?
      • In this scenario, it’s best to compare publications using their county penetration numbers and individual circulations by ZIP code.   This comparison will give you the best idea of which papers distribute into the ZIP codes of most importance.
    • Where to find it:
      • For this info you can review the newspapers audit statements via Alliance for Audited Media (AAM), or, for a more comprehensive list and report, turn to a print media placement company (perhaps MANSI Media? - please excuse the shameless plug).

Lisa Knight, Vice President, Advertising,

Kevin Wert, Director, Client Solutions,

Wes Snider, Director, Client Solutions,

Matt Caylor, Director of Interactive

Chris Kazlauskas, Director Media Placement,

Jane Hungarter, Director, Marketing,

Carin Hoover, Account Manager,

Lindsey Artz, Account Manager,

Harrisburg, PA 17110
Toll free: +1 800 577-4067
Telephone:(717) 703-3043
FAX:(717) 703-3033