What is Gawker Media?
• Founded in 2002, Gawker Media is the publisher of 12 of some of the web's best-loved publications. • Gawker Media has been a critical force in pushing the blog-medium into the mainstream • Gawker Media marries a traditional publishing model and an all-star editorial masthead with the audience engagement borne out of the candor, frequency and hyper-linking of the blog format.
Our Brands
An Annotated History of Gawker Media
2004 2002
2008 2005 2006 2007
2003
Honors Top 100 Blogs
(October 2007)
10 out of our titles made PC Magazine’s Top 100 Blogs list in 2007. 7 of them are in the top 50.
Bloggie Awards 2008
This year Gawker Media’s properties were nominated for a record 18 Bloggie Awards at SXSW and came away with three wins! Best New Weblog: Jezebel Best Group Weblog: Jezebel Best Computers or Technology Weblog: Lifehacker
GMG Traffic Growth
X 8.1 Million
X 6.0 Million X 5.8 Million X 5.1 Million X 4.9 Million X 3.8 Million
X=Unique Visitors
Part Blog, Part Traditional Publisher
Comprised of short posts and hyper-links out to other sites, blogs recognize the limits of the web to hold attention and exploit the advantages of the internet
Part Blog, Part Traditional Publisher
Organized in a reverse chronological fashion, making it very easy to tell what content is new since last visit and to follow an editorial narrative
Part Blog, Part Traditional Publisher
Very frequently updated
Gawker Top Level
Monthly Reach: 28 Million
Monthly Frequency: 7X
Part Blog,
Part Traditional Publisher
• All content is created by paid professionals under significant editorial direction and curation
• Chinese wall
• We strive to create marketing results for our brand partners
Gawker Titles
Gawker Titles: Gawker Geek
• • • • • • • • • • • • • • The Gadget Guide: so in love with new toys it’s unnatural. 5.9 Million US Uniques (Quantcast) – 93% Male (Gawker Survey Q4 07) Makes getting things done easy and fun with life-altering tips and tricks for managing your information and time. 3.4 Million US Uniques (Quantcast) – 79% Male Gaming gossip, cheats, criticism, design, nostalgia, and predictions. Don't go and get a life just yet. 2.6 Million US Uniques (Quantcast) – 93% Male Highlighting the goofs of modern consumerism -- and the latest hot deals, discounts, and freebies around. 1.7 Million US Uniques (Quantcast) – 69% Male For the sleek freak, the car enthusiast of the new generation. 1.5 Million US Uniques (Quantcast) – 98% Male Sports news on and off the field, whether athletes are being tackled, arrested, or lap-danced. 1.1 million US Uniques (Quantcast) – 92% Male New in 2008! Strung out on Sci-Fi. io9 is bridging the gap between gawking and geeking out. 816K US Uniques (Quantcast) – 80% Male
Gawker Titles: Gawker Chic
• •
NYC lifestyle and entertainment told by way of media industry narrative. 3.3 Million US Uniques (Quantcast)
• •
Celebrity, sex, and fashion gossip without the airbrushing. 948K US Uniques (Quantcast)
• •
Sex, greed, and hypocrisy in the Silicon Valley. 682K US Uniques (Quantcast)
• •
Hollywood lifestyle and entertainment told by way of studio industry news. 1.7 million US Uniques (Quantcast)
Gawker Chic V. Gawker Geek
60% Female 65% 18-34
90% Male 70% 18-34 60% College Grad or Higher 15% with a Post-Grad Degree 50% $50k or higher
80% College Grad or Higher
25% with a Post-Grad Degree 50% $50k or higher 22% $100k or higher
20% $100k or higher
Executions
Standard Media
Skyscraper 160x600 Expands: Right To 500x600 Lives: Left Side Bar
Splashbox: 300x250 Expands: Down/Left To 500x500 Lives: Top Right Corner
Interrupter: 728x90 Expands: Up/Down To 728x500 Lives: Below 6th Post
Custom Skins
The Panorama
Gawker’s Custom site skins are now even more customizable!
Standard interrupter units can be replaced by a custom Panorama unit (980x250). This highly interactive unit contains scrolling images that users will be able to click to bring them to other images, video clips or URLS.
Editorial Integration
Task: Coors Light wants to reach online users at 4:53 – when they’re thinking about Happy Hour. Solution: At 4:53p Gawker Media will aggregate the top stories of the day (based on view count) across Gizmodo, Jalopnik, Kotaku and Deadspin and will brand the aggregation with Coors Light Code Blue 4:53 messaging
Events
• Belvedere Sponsored the
Gawker Guide to Conquering All Media Book Launch party • Belvedere gifted party attendees with bottles of Belvedere. • Event photo galleries were skinned and sponsored with Belvedere branding
Case Study: Absolut Pears Launch
Target Audience: A21-35 Psychographic: Urban vodka drinkers who are not necessarily brand loyal, but choose their drink based on popularity and perceived sophistication. Inherently social, they are motivated to drink to make a positive outward impression as well as increase their confidence. Key interests include sports, fashion and trends, entertainment, and celebrity gossip. Background: Pandora, the newest flavor from ABSOLUT is launching in early 2007. The creative concept is focused around how Pandora is “the new temptation” and emphasizes the provocation and mystery that surrounds this unique flavor.
Case Study: Absolut Pears Launch
Brand Metrics
Control Exposed
100%
99.0% 99.3%
+ 5.6 pts **
75%
+ 11.8 pts **
68.9% 63.3% 56.9% 54.5%
55.1%
50%
+ 9.6 pts **
43.3% 33.7%
+ 5.7 pts **
25%
15.3%
24.1% 15.9% 17.0% 11.3%
0% Unaided Brand Awareness Aided Brand Awareness Online Ad Awareness Message Association Pears Association Brand Favorability Purchase Intent
Case Study: Absolut Pears Launch
Pears Association
75% 59.5% 50.2% 50% 43.3%
+ 16.2 pts ** + 6.9 pts **
53.0% 48.9%
25%
+ 9.7 pts **
0% Control 1-5 Exp 6-10 Exp 11-15 Exp 16+ Exp
Frequency!
Custom Integration: Contests Intel’s Laptop Confidential
Contests offer a direct way to engage the audience on any Gawker Media property – the right types of contest can entice and interest Gawker Media’s audience. Contests allow for editorial integration and are presented in-post within the editorial flow.
Readers were invited to create a Film Noir style short video, in which one actor was required to perform in multiple roles. This contest showcased the multitasking capabilities of the Intel Core 2 Duo processor.
Custom Integration: Contests
IN order to generate buzz for the new Atari Godzilla game launch, Kotaku editors solicited readers to submit a photographic depiction of Godzilla (animals, children and Blue Oyster Cult lyrics were encouraged)
Creative Examples (Custom Executions)
For the “Dirty Sexy Money” television program launch campaign we placed fake celeb sightings within the Gawker Stalker Map.
Custom Integration: Sponsored Poll
Gawker Media’s incredibly interactive users are always looking to state their opinion
Sponsoring a custom poll is another way to integrate your brand into our editorial content while standing out at the same time!
Custom Media: Dynamic News Ticker
Gawker Media created a flash news ticker which dynamically pulled headlines through MSNBC’s RSS feeds.
Custom Integration: Contests Old Spice
Old Spice wanted to utilize Gawker Media’s male audiences for their “Experience Old Spice Campaign.” Their goal was to draw attention to their newly created campaign site experienceoldspice.com that featured 50 trivia questions designed to let the user know if they were an Experienced Old Spice Man. Old Spice ran video game, sports and science trivia questions across Kotaku, Deadspin and Gizmodo.
Great Prizes helped account for the successful participation rate (100,000 votes): Deadspin - NCAA National Championship tickets Kotaku - Trip to Tokyo Game Show on Kotaku Gizmodo – Nintendo Wii