NPR DIGITAL
A Record of Innovation
2
A RECOGNIZED DIGITAL LEADER
NPR Across Digital Platforms
NPR has emerged as:
 The “most successful hybrid of old and
new media” –Fast Company
 “One of the few media organizations that
is leading the charge in social media
channels” –Mashable
Attracting an audience of:
 31.7 million unique monthly visitors to NPR.org
 More than 1.5 million monthly users on NPR
apps for iPhone, iPad, and Android combined
 81 million monthly podcast downloads
Source: Google Analytics, 3-month average, Dec ‘14 – Feb ‘15. Podcasts: Splunk, 3-month average Dec ‘14 – Feb ‘15
3
A BALANCED AUDIENCE
61% of NPR.org users are 18-49
NPR.org users
Total online audience
55+
45-54
48% female
52% male
35-44
25-34
0%
Average monthly unique users:
31.7 million
Average monthly page views:
97.2 million
Average time spent on site per person:
9.0 minutes
5%
10%
15%
20%
25%
30%
Sources: (i) comScore Plan Metrix, 3-month average, Oct-Dec 2014, Composition Index, U.S.;
(ii) Page views, time per person and unique visitors from Google Analytics, 3-month average, Dec ‘14 – Feb ‘15
4
A RISING AUDIENCE
NPR.org users are:
116
NPR.org users
YOUTHFUL
21-34 Years Old
100
Total online audience
120
AFFLUENT
Household Income
$100,000+
100
113
ENTREPRENEURIAL
Plan to Start a Business in
the Next Six Months
100
0
20
40
60
80
100
120
Source: comScore Plan Metrix, 3-month average Oct-Dec 2014, Composition Index, U.S.
5
PROVEN ENGAGEMENT, POWERFUL RESULTS
The “Halo Effect” of NPR.org
%
Hold a more positive
opinion of companies
that support NPR.org
%
Agree NPR is selective
about the businesses and
products that can
sponsor NPR.org*
%
Prefer to buy products
or services from NPR
sponsors
Source: NPR Digital Attitude Survey, NPR Listeners Panel, July 2012
6
CONTENT BASED ON USER INTERESTS
Targeted Sponsorship Placements
 NPR.org is organized around News, Arts & Life,
and Music topic verticals
 Content is also organized by program, allowing
users to engage with favorite on-air content
 Program and topic pages target user interests
and allow a sponsor to align with content most
relevant to its objectives
 NPR can also target sponsorship placements by
user demographics and user behavior within
NPR.org, offering sponsors heightened reach to
key audiences
 Sponsorship placement includes 300x600 or
300x250 and 88x31 units
7
RESPONSIVE DESIGN & SPONSORSHIP
Creative Placements Tailored to User Experience Across Devices
 NPR is leading the industry as one of the few
premium publishers to make sponsorship
placements an integral component of its
responsive design capabilities
 Nearly all pages on NPR.org – the homepage,
program, topic, blog and story pages – provide
an optimized experience across platforms
 NPR supports IAB Rising Star units on desktop,
tablet and mobile platforms
 The NPR Digital Media team developed custom
ad experiences on each platform to align with
the NPR user experience while maximizing
sponsor performance
Adhesion units are currently generating an
average CTR of 1.65%
Source: Google DFP, July 2014.
8
SPONSORSHIP ON SMARTPHONES AND TABLETS
Adhesion Units
 NPR.org sponsorship on
smartphones and tablets
feature the IAB Mobile Rising
Star Adhesion Unit
 Sponsorship unit templates have
been developed to provide an
optimal user experience across
all smartphones and tablets
 Adhesion units stays visible as
user scrolls through content
 Sponsor has the opportunity to
feature units that expand upon
click to full screen creative
Click to watch sample adhesion units on smartphone and tablet
9
NPR HOMEPAGE ROADBLOCK
Center Stage Integration
 Center Stage integration enables a sponsor to
prominently feature quality, long-form branded video
content on the NPR.org homepage across desktop,
tablet and mobile platforms
 Elements include:
― Long-form click-to-play sponsor video approved
by NPR featured on the right
― Branding elements and sponsor copy meeting
NPR guidelines featured on the left, with the
opportunity for sponsor to highlight support of
specific NPR programs or series
Focus group responses to Center Stage have been consistently
positive. Participants feel that Center Stage doesn’t feel
intrusive, unlike homepage ads on other websites.
Click to view a sample Center Stage integration
10
MEDIA PLAYER SPONSORSHIP
Media Player Highlights
 Media “hub” for NPR audio,
video, streams, additional story
content and more
 Features include user-created
playlists, directory of related
stories, sharing tools, NPR hourly
news summary, and 24-hour
program streams
 300x250 visual launches with up
to :15 sponsorship audio
message, segues to content
 234x60 clickable banner stays
present while content plays
CONTACT
NPR Sponsorship
[email protected]
202.513.2093