The INMAInnovative Advertising SeminarHenrik Berger JørgensenPartner, Mindshare NorwayAxel Springer, BerlinJune 15, 2012
PR   Advertising
Advertisers’ & Medias’        Quest for aCommon Ground with Readers
RELEVANCE       Image by sindesign/flickr.com
Who wants to be   SECONDARY   content?
“Advertisers distract users; users ignore advertisers.Advertisers distract better; users ignore better.”  Seth Goldstein
TRUSTSource: Nielsen Global Trust in Advertising Survey 2012
of Europeans find                                                          banner ads irrelevantSource: Nielsen Global Tru...
“Content is something they want to hear;advertising is something we want to say.”                                      Far...
Looks like …
Context      Values     Credibility     Creativity    ReappraisalMarked as advertising      Paid for Editorial approval
Digital Insertion
KEY METRICS400.000 clicksVisitors 6% adult population1/3 visited more than onceCTR 0,2-0,6%4/5 read more than 1 article1 m...
Beyond advertorials …
What will happen this year?                              Local campaign for season start                                Ne...
msn: Commercial product
(Unpaid) Bloggers
Lifestyle: Editorial Content,        insertion & paid ads
Editorial content & videos
2012              2011       20102009                     Partnership Evolution
ADVERTISERS                            PUBLISHERS•   Content/functionality   •   Traffic/affinity•   Prizes               ...
To Brand or not to Brand …                             Image by hvleis/flickr.com
What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can g                 ...
Sustainable business model?               Image by lindsay evans/flickr.com
This is what norwegiancelebrities look like
Ambition Year 2With very limited budget:• Reach people under 35 years• Inform about the purpose• From 1 day to 1 month
BarriereExtreme clutter, particularily at ChristmasBarriere 1: A lot of „Give money to the poor children of Africa‟-advert...
Barriere 2No one wakes up in the morning and thinks today I will give money to charity, in thesame way one might think tod...
Poor children in africa
ChallengeHow to communicate Red Nose Day so it is relevant to people under 35, stands out inthe clutter, and at the same t...
InsightRed Nose Day does not have to be a pointed finger with pressure to contribute,rather a campaign that gives people s...
Insight 2              Norwegians are a people that need help to warm up and              have fun – some comic relief in ...
Brand                      Culturaldynamics                   dynamics             Ideas you           love to share
Red Nose                 Norwegiansis a gift, not            need comic  a pointed                relief, not    finger   ...
Show real people in paid advertising … help discovery
Inform & activate through media partnership         1 month on front page
Evolving content
Share photos on Facebook
Livestream photos in banner ads
All ads different
Livestream where people might need comic relief
Integrate Facebook Connect in banners ads
Amplification ideas
Amplification ideas
Earned media
170.000 read articles89% awareness (before the TV-telethon)95% awareness people under 35 years
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
Advertisers' and Medias' Quest for Common Ground with Readers
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Advertisers' and Medias' Quest for Common Ground with Readers

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Presentation for International Newsmedia Marketing Association seminar on Innovative Advertising, Berlin July 15, 2012

Published in: Marketing, Technology
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Advertisers' and Medias' Quest for Common Ground with Readers

  1. 1. The INMAInnovative Advertising SeminarHenrik Berger JørgensenPartner, Mindshare NorwayAxel Springer, BerlinJune 15, 2012
  2. 2. PR Advertising
  3. 3. Advertisers’ & Medias’ Quest for aCommon Ground with Readers
  4. 4. RELEVANCE Image by sindesign/flickr.com
  5. 5. Who wants to be SECONDARY content?
  6. 6. “Advertisers distract users; users ignore advertisers.Advertisers distract better; users ignore better.” Seth Goldstein
  7. 7. TRUSTSource: Nielsen Global Trust in Advertising Survey 2012
  8. 8. of Europeans find banner ads irrelevantSource: Nielsen Global Trust in Advertising Survey 2012
  9. 9. “Content is something they want to hear;advertising is something we want to say.” Faris Yakob
  10. 10. Looks like …
  11. 11. Context Values Credibility Creativity ReappraisalMarked as advertising Paid for Editorial approval
  12. 12. Digital Insertion
  13. 13. KEY METRICS400.000 clicksVisitors 6% adult population1/3 visited more than onceCTR 0,2-0,6%4/5 read more than 1 article1 min. pr. session75% ‘directed to me’84% ‘usefull information’84% ‘inspiring’85% ‘interesting’94% ‘will read more inserts from Maxbo in future’
  14. 14. Beyond advertorials …
  15. 15. What will happen this year? Local campaign for season start Newspaper, outdoor & online
  16. 16. msn: Commercial product
  17. 17. (Unpaid) Bloggers
  18. 18. Lifestyle: Editorial Content, insertion & paid ads
  19. 19. Editorial content & videos
  20. 20. 2012 2011 20102009 Partnership Evolution
  21. 21. ADVERTISERS PUBLISHERS• Content/functionality • Traffic/affinity• Prizes • Publishing systems• Rights • Content production• Exclusivity • Journalist know-how• Branding • Readership insight• Purpose • Optimisation capabilities• Credibility • Technology• Cash • Final cut
  22. 22. To Brand or not to Brand … Image by hvleis/flickr.com
  23. 23. What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can g Image by juvertson/flickr.com
  24. 24. Sustainable business model? Image by lindsay evans/flickr.com
  25. 25. This is what norwegiancelebrities look like
  26. 26. Ambition Year 2With very limited budget:• Reach people under 35 years• Inform about the purpose• From 1 day to 1 month
  27. 27. BarriereExtreme clutter, particularily at ChristmasBarriere 1: A lot of „Give money to the poor children of Africa‟-advertising Image by brian tomlinson/flickr.com
  28. 28. Barriere 2No one wakes up in the morning and thinks today I will give money to charity, in thesame way one might think today I have to remember to buy milk, or today I would likea new shirt or an ice cream.Barriere 2: „Poor children in Africa‟ are not relevant. They don‟t fit into the targetgroup‟s life.
  29. 29. Poor children in africa
  30. 30. ChallengeHow to communicate Red Nose Day so it is relevant to people under 35, stands out inthe clutter, and at the same time inform about the purpose – through a whole month,with very limited resources?Challenge: Make any grey November day, a Red Nose day Image by gamma-ray productions/flickr.com
  31. 31. InsightRed Nose Day does not have to be a pointed finger with pressure to contribute,rather a campaign that gives people something Image by ken’s oven/flickr.com
  32. 32. Insight 2 Norwegians are a people that need help to warm up and have fun – some comic relief in their day to day lifeImage by dorkesq/flickr.com
  33. 33. Brand Culturaldynamics dynamics Ideas you love to share
  34. 34. Red Nose Norwegiansis a gift, not need comic a pointed relief, not finger more Africa relief Everyone has the right to be a child
  35. 35. Show real people in paid advertising … help discovery
  36. 36. Inform & activate through media partnership 1 month on front page
  37. 37. Evolving content
  38. 38. Share photos on Facebook
  39. 39. Livestream photos in banner ads
  40. 40. All ads different
  41. 41. Livestream where people might need comic relief
  42. 42. Integrate Facebook Connect in banners ads
  43. 43. Amplification ideas
  44. 44. Amplification ideas
  45. 45. Earned media
  46. 46. 170.000 read articles89% awareness (before the TV-telethon)95% awareness people under 35 years
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