1. FACEBOOK
MONETIZATION
Local Advertising | 2017

2. WHAT YOU WILL SEE TODAY Facebook Instant Articles
Facebook Branded Content
Facebook Branded Video (New!)
Facebook Live Monetization (New!)
WHAT YOU WILL SEE TODAY

3. FACEBOOK MONETIZATION WHY MONETIZE WITH FACEBOOK
Facebook has buying decision influence!!!!
4 in 10 users have bought a product after “liking”
Facebook leads with the highest effect on purchasing decisions
74% of consumers rely on social to guide purchase decisions
Facebook is most effective platform to get consumers talking about a product
71% of people are more likely to purchase something based on a Facebook referral
*Facebook Advertising June SB
FACEBOOK
MONETIZATION

4. INSTANT ARTICLES WHAT IS AN INSTANT ARTICLE?
Sinclair enabled Instant Articles in 2016 for news stations. This leverages the same technology used to display photos and videos quickly within Facebook.
From daily news
to long-form features,
IA integrate seamlessly
in Facebook.
IA allows our advertisers
to bring their brand to life within the Facebook storytelling experience
INSTANT ARTICLES

5. INSTANT ARTICLES WHY INSTANT ARTICLES? 10X 20% 70%
Faster than standard
mobile web articles
More instant articles
read on average.
Less likely to abandon
the article.
INSTANT ARTICLES
89% Viewability
3% CTR
70% Viewability
1% CTR

6. INSTANT ARTICLES OPPORTUNITY KNOCKING Ad Opportunities Include
In-Article 300x250
$10 CPM
In-Article PreRoll (:15)
$30 CPM
INSTANT ARTICLES

7. INSTANT ARTICLES PROCESS You Social Media Team, Sales Ops Ad Ops Team
Sell to client
Submit Local Advertising Campaign to launch with other campaign elements
Social Media Team, Sales Ops
Advise on Facebook guidelines, assist with sales strategies to enhance content reach
Ad Ops Team
Manage placement of display and video, targeting, campaign management and reporting
INSTANT ARTICLES

8. BRANDED vs SPONSORED UNDERSTANDING THE DIFFERENCE
“Branded content” is a paid client advertorial. Since the content has a heavy focus on the client’s product/services, this content will be “dark” (a Facebook ad), and not published to our station assets.
“Sponsored posts” are simply a sponsorship of our station content. This content often has no direct connection to the client, but is strong, shareable content created by the newsroom.
Sinclair logo / comnpulse
BRANDED vs
SPONSORED

9. BRANDED CONTENT WHY BRANDED CONTENT?
Branded content is the fastest growing category in advertising.
Brand recall from Branded Content is 59% higher than display.
In Q1 2017, the opportunities to post branded content articles and videos on Facebook were given a boost with the loosening of restrictions on persistent logos on video.
(live or recorded)
BRANDED CONTENT

10. BRANDED CONTENT ARTICLES HERE’S AN IDEA
Toyota teams up with your station to give safe driving tips to drivers and their families through Branded Content.
(live or recorded)
BRANDED CONTENT
ARTICLES
Using Facebook to bring reach and frequency to the Branded Content with the power of Brand Association drive more leads.

11. BRANDED CONTENT BRANDED CONTENT ARTICLES ARTICLES THE OPPORTUNITY
Branded Content Facebook Posts are not in News Feed but Dark Posts from Stations
Average reach: 50,000
Average CTR: 3%
Select your target audience
(live or recorded)
BRANDED CONTENT
ARTICLES
BRANDED CONTENT
ARTICLES
$500 minimum per post

12. BRANDED CONTENT ARTICLES PROCESS You Corp Social Media / Sales Ops
Sell to client.
Work with Branded Content team to launch campaign.
Corp Social Media / Sales Ops
Advise on Facebook guidelines, DSM & Digital/Social lead with content ideas, advise on strategies to enhance reach
Ad Ops / Branded Content Team
Manage placement of branded article, payment of boosted post, and campaign management and reporting
BRANDED CONTENT
ARTICLES

13. BRANDED CONTENT VIDEO (NEW!) BRANDED VIDEO
Many stations produce sponsored segments for lifestyle shows (Seattle Refined, We Are Austin, Idaho Living), which with a little refining for social media, could be used as branded content on a station’s Facebook page.
Alternately, videos can be sold and specially produced for branded content on Facebook.
In either case, for success, these would ultimately require boosting dark posts as we would for written branded content.
Good
BRANDED
CONTENT VIDEO

14. BRANDED CONTENT VIDEO HERE’S AN IDEA
Wegmans wanted to sponsor WHAM in Rochester. WHAM can produce a short 1-2 minute recipe video (think “Tasty” or “Tastemade” on Facebook).
BRANDED
CONTENT VIDEO

15. BRANDED CONTENT VIDEO HERE’S AN IDEA
Seattle Refined produces a short lifestyle segment on their show that promotes great furniture at West Elm.
BRANDED
CONTENT VIDEO

16. BRANDED CONTENT VIDEO PROCESS You
Sell sponsorship to client
Work with Branded Content team to launch campaign
Work with station resources to produce, film and edit video
Corp. Social Media Team / Corp Sales Ops
Advise on Facebook guidelines, assist DSM & Digital EP w/ content ideas, advise on strategies to enhance content reach
Sales to help determine Sponsorship rate, $1000 minimum
Branded Content team
Manage placement of video, payment of boosted post and post-campaign reporting *
BRANDED
CONTENT VIDEO

17. FACEBOOK LIVE FACEBOOK LIVE (NEW!)
Unlike a recorded video, sponsored Live video works best when the content isn’t related to the sponsor. (Just like a sponsored post.) This could include a blanket sponsorship for wall-to-wall severe weather coverage or breaking news; or digital-only programming (i.e. WHAM).
Live video can’t be posted dark, or boosted while live (but can be, after). Thus for success, we should be producing a live video that isn’t solely about the client.
The DSM and the Newsroom team need to be in full lockstep and sync through the whole process.
FACEBOOK LIVE

18. FACEBOOK LIVE FOR EXAMPLE
Weather is PRIME for Facebook Live monetization. In these examples, from WABC (ABC O&O) and our KEYE, a travel sponsor, or car sponsor, plays a role in breaking weather coverage.
FACEBOOK LIVE

19. PROCESS
DSM in partnership with News Director, Digital EP
Formulate plan for sponsors that DSM will pitch and what types of Facebook Lives will be acceptable.
Sinclair Social Media Team
Advise on Facebook guidelines, assist DSM & Digital EP w/ content ideas, advise on strategies to enhance content reach
Station Promotions, Lifestyle show, newsroom digital team
Pre-plan Live video (for non-breaking or weather content). Set up video feed to have persistent logos (as needed) and append branded content flag prior to going live.
Corp Sales Ops / Branded Content team
Sales to help determine rate
Manage post-campaign reporting.
FACEBOOK LIVE

20. [ THANK YOU ]