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LSS'09 Panel Local Content Monetisation


Local Content & Monetisation – A View from Europe …

Local Content & Monetisation – A View from Europe
The local media landscape in Europe is unique in many ways and in particular is different to the US market. However, Google still dominates on the search side (both in terms of advertising and traffic volumes) in many European markets and is particularly strong in the UK. Yet Google is also a great source of traffic and revenue for many local publishers. In this panel we examine what makes local media different in Europe. We will explore how media owners are attracting users and growing traffic. Will look at innovative partnerships and business models. In addition we will discuss what strategies are working for attracting local advertising revenue and look at where growth is coming from 2010 and beyond.
Moderator: Ben Barney, Akesios

* Simon Greenman, MD – Online, European Directories
* James Thornett, Development Manager Location Services, Mapping, BBC Local
* Joachim Helfer, Müller Medien
* Roland Bryan, Associated Northcliffe Digital

Published in Business , Technology
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  • Transparency on prices becomes more important (auction principles)Opinions of other users become more important for making selectionsReviews, ratings and other consumer feedback is important


  • 1. Local Social Summit 2009
    Local Content & Monetisation
    The View from Europe
    Ben Barney
  • 2. Google’s dominance
    Google has 70% market share in US
    In most European countries this rises to over 90%
    • Google is a threat from a content perspective eg. News aggregation, 10 (7) pack of local businesses
    • 3. Publishers response is to resell AdWords or build their own competing pay per click platforms
    *The Sunday Times, Hitwise
  • 4. Social – Big Opportunity
    *Estimate – based on 0.8% Qype share in UK, and received 80k uniques per month
  • 5. Tapping into Usage
    • 75% of Tweets come from 5% of people
  • 6. Tapping into Usage
    • Only 8% of Tweets are deemed “Good” and RT – worthy.
  • 7. Tapping into usage
    Local social activity still focused on major conurbations
    No critical mass outside of these areas to create a useful service
    Source: Qype Blog 12/10/09
  • 8. Tapping into Usage
    • Local social activity still focused on limited number of verticals
    • 9. No critical mass outside of these areas to create a useful service
    Source: Yelp Metrics as of June 2009
  • 10. Effectiveness
    10% conversion rate from visits originating from Facebook Ads (StoreQuest Self Storage)
    Over 12 months we generated nearly $40,000 in revenue directly from a $600 advertising investment on Facebook. (CM Photographics)
    Average campaigns result in CTR of 8 - 12%. Facebook Ads resulted in a 25% CTR. (All Nippon Airways)
  • 11. Akesios Platform
    The Akesios Platform – Making Implementing New Products Easy for Publishers
  • 12. Summarizing the Opportunity
    Google loves Social!
    Factors to improve organic ranking for a local merchant
    Citations from major data providers eg. Yelp & Twitter etc
    Ratings & Reviews; Google and 3rd Party
    Video & Photos
    Enabling local merchants for social advertising
    Opportunities for publishers to sell more 3rd party products to tap into sites who are engaging with the local audience in innovative ways
    Publisher and social network content partnerships
    Utilise their sales forces to increase content for each merchant.
  • 13. Panelists
    Roland Bryan, Associated Northcliffe Digital
    Simon Greenman, European Directories
    Joachim Helfer, MüllerMedien
    James Thornett, BBC Local
  • 14. Local Summit2 November 2009
    Roland Bryan
    Managing Director, Localpeople
    Tel: 020 7 752 8466
  • 15. s
    What is Localpeople?
    • Local, issue-based community sites
    • 16. Users as the primary content creators
    • 17. Targeted advertising products for local SMEs
  • s
    Localpeopleaims to address a consumer demand for local content in small communities …
    Q: What Type of Area are you most interested in receiving local news and information about?
    My street
    My ward/parish
    My village
    My town/suburb
    My city
    • Consumer appetite for local online propositions …
    • 18. … allowing local people to debate / discuss issues that matter locally
    • 19. Poorly served by news media today
    My county
    My region
    Q: How many people do you think of as living in this local community?
    Less than 5,000
    5,000 and 20,000
    20,000 and 30,000
    30,000 and 50,000
    50,000 and 100,000
    Over 100,000
    Q: Is there a single website that you feel provides you with all the local news & information you require?
    Less than 5,000
    5,000 and 20,000
    20,000 and 30,000
    30,000 and 50,000
    50,000 and 100,000
    Over 100,000
  • 20. s
    … and a small business need for cost effective, targeted advertising space
    • 2.6m small business advertisers in the UK
    • 21. Average spend of £2k per year – giving a market opportunity of £5.2bn
    • 22. Only 7% of spend currently online -- want to be online but do not know where or how
    • 23. Most of these businesses want local advertising opportunities with low wastage
    • 24. Few happy with range of local marketing opportunities available today
    • 25. Localpeople wants to address this opportunity: online, low cost, response focused, low wastage
  • s
    So how do SMEs currently spend their marketing budgets?
    Marketing Spend Mix in a Typical 20k Town100 = Total Spend in Town
    Split of Local Spend, by Media Channel%
  • 26. s
    What do we need to do to increase local spend online?
    Local Advertiser Objectives?
  • 37. s
    Contact Details
    Roland Bryan
    Managing Director, Localpeople
    Tel: 020 7 752 8466
  • 38. Moving into New Business Models
    Simon Greenman, MD Online
    European Directories
    +44 208 987 8137
    s.greenman @ europeandirectories . com
  • 39. Introduction
    Simon Greenman – MD Online, European Directories
    European Directories:
    2008 €800M local search and lead generation company
    Operations in eight countries – Finland, Sweden, Denmark, Netherlands, Austria, Czech, Slovakia and Poland
    Have over 700,000 SMB customers serviced by over 2,500 sales representatives
    Majority owned by Macquarie.
    Commercial in Confidence
  • 40. Changing Search Behaviour Consumers
    Internet and mobile usage are growing (location based)
    Google is main entry to the web
    Physical products: looking for a company Vs. looking for a product or service
    Services: looking for a solution Vs. looking for a company
    Search via verticals and social networks
    Content needs to be rich, complete, and comparative
    Strategy: generate local commercial search usage from multiple products and in multiple media to sell leads to our advertising customers:
    yellow pages, white pages, verticals, IYP, search, SEM, social local… are the products and
    print, online, mobile, satnav… are the media – not the business.
  • 41. Skype – European Directories Strategic Partnership
    Announced October 6th partnership with Skype
    Objective is to help turn online search for businesses into calls to businesses
    The new offering for Skype users:
    Skype has 480 million users globally
    Those users can now call from Skype directly to participating European Directories advertisers
    Using existing Skype Phone Number Recognition (PNR), Skype can recognise specific advertiser numbers on any web page and turn them into free business click-to-call buttons
    Users do not need to have “Skype Out” credit to call
    For advertisers:
    Get access to a huge Skype user base, without changing their telephone numbers
    Have an opportunity to differentiate themselves from their competitors to generate greater call volumes.
    Commercial in Confidence
  • 42. Skype – European Directories Strategic Partnership
    Commercial in Confidence
  • 43. New Products - - RFP/RFQ Vertical
    Commercial in Confidence
    request via email / sms
    accept Y/N
    handymen bidding process
    • Market place for handymen - Projects ‘in and around the house’
    • 44. Number one in Netherlands
    • 45. App 4000 subscribers pay monthly fee
    • 46. Free for consumers
    • 47. 30,000 consumer projects in 2008
    • 48. Revenue growth - over 100% in 2009
    • 49. 25% EBITDA margin already in growth stage
    • 50. Plan to roll out into other markets
  • New Social Local Products –
    Commercial in Confidence
    • Social local directory sites with large numbers of user ratings and reviews of businesses
    • 51. Launched in Austria and Netherlands with over 200,000 monthly unique visitors
    • 52. Will rollout out to other operating countries in Q4
    • 53. Made a small investment in to bring more innovation into the European Directories “family.”
  • Summary
    Commercial in Confidence
    Our business is Local Commercial Search and Lead Generation – not print or online
    Consumer usage behaviour is changing – mobile, search, verticals, social local, content…
    European Directories will offer new products on new media to stay relevant to the consumer
    Our salesforces and customer relationships are our key competitive advantage. We can monetise both:
    Our core products and usage
    New products and even 3rd party usage and…
    Superior execution of strategy and operations creates the opportunity for future revenue and profit growth.
  • 54. 27
    Local Social Summit – Museum of Contemporary Arts, London, November 3rd
    Local Content & Monetisation – A View from a directory publisher
    Joachim Helfer – Business Development Online – Müller Medien
  • 55. 28
    Strategic decision of the directory publishers in Germany
    The local aspect in the growing search business is getting more and more important
    This market is dominated by performance-based business models
    Global players such as Google, Yahoo and Microsoft rule the market
    In the local area they are a threat to media companies, newspaper and directory publishersas well as TV and radio stations
    Through a pure integration of 3rd party ad feeds we loose the
    direct customer connection
    Therefore the directory publishers decided to invest in the future:
    Own entity
    Own local search engine
    Own search technology and index
    Own PPC-based ad-platform
    Own network of local websites
    Own new performance-based products and teams
  • 56. 29
    The three pillars of success
  • 57. 30
    Local sales people with regular customer contact
    Integration into traditional sales cycles, infrastructure
    Backup by special sales force
    Product Concepts
    Click packages like flat fee models
    Budget based campaigns as the next level
    Online Presence with Profile pages
    Combined with online directory offerings
    Tracking & Reporting
    Training the sales force to
    Think online, Live online, Work and sell online
    Customer Retention with online marketing seminars
    Success Factor Sales
  • 58. 31
    Success Factor: Networks
    Nucleus is high quality local search index + map
    Combined content and monetization distribution
    Online directories, local search, classifieds, etc.
    Sub-networks of local publishers
    Additional network of profile pages
    Network reach currently 40 MM searches
    Customer Base approx. 6,000+
  • 59. 32
    Success Factor Technology
    Controlling of own auction-based ad platforms
    License of Fast AdMomentum/ Microsoft
    Development of specific widgets
    Blending of ad feeds
    Configuration wizard
    Geo-coding for mobile navigation
    Market place for exchange
    Status as „Beta customer“
    Co-Founder of local search group
    Exchange and support of new developments
    Official X10partnership for AdMomentum in the D-A-CH region
  • 60. 33
    Examples of our social marketing platforms
  • 61. 34
  • 62. 35
  • 63. 36
  • 64. 37
  • 65. 38
    Thank you for your attention! mailto:
    Local Social Summit – Museum of Contemporary Arts, London, November 3rd
  • 66. James Thornett
    Executive Product Manager, Local & Location Services
    BBC Future Media & Technology
  • 67.
  • 68.
  • 69.
  • 70. Engaging local audiences
  • 71. “Please enter your postcode”
  • 72. Q&A
  • 73. 2010 Predictions
    Roland Bryan, Associated Northcliffe Digital
    Simon Greenman, European Directories
    Joachim Helfer, MüllerMedien
    James Thornett, BBC Local
  • 74. Thank You