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Next generation Ad Solutions
Erik-Jan Gelink, CCO
Introduction
I have a background in leading teams and being a trusted
advisor for mainly media & telecom companies…Managementrole
Advis...
… and as of June 2014 I have joined Sanoma Media
Netherlands as Chief Commercial Officer (CCO)Managementrole
Advisorrole
Some observations
Some observations – it is getting quite complex outside
1 Lines are blurring in the traditional media value chain
2 There ...
Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media c...
Publishers become Agencies, Agencies become Content
Creators ( even Publishers), and Brands are Content Creators
Publisher...
Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media c...
New media channels have allowed marketers to connect with
consumers in new ways, opening the minds of new audiences
The Pa...
And the media channel ecosystem is expanding with
innovations like Google Glass…
… Google Nest…
… smart watches…
…in-car screens…
…innovative projection solutions (Sony example), and so on..
Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media c...
The fragmentation of media channels will confirm ‘Attention’
to be a increasingly scarce resource
Getting (or holding) the attention of target customers is on the
top of the US Marketers ‘marketing got complicated’ list
...
Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media c...
Mobile is the only media time that is growing
Media time consumption share US 2009 2013
Source: eMarketer Business Intelli...
Google and Facebook are dominating the Global mobile Ad
Revenu market with a combined share of 68,5% in 2014
Source: eMark...
Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media c...
Market conditions force companies to increasingly link
advertising expenditures to specific goals
Performance based advertising will extend itself outside
online, where most of the Advertising spend is
Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media c...
Programmatic buying is a computerized system for buying
digital media advertising impressions automatically
Programmatic advertising increases share in the display
market; figure excludes Google and Facebook
Display advertising sp...
RTB is most used as programmatic method in NL, spend
shows similar seasonality as the total online display market
Programm...
Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media c...
Native ads are more engaging than sponsored or banner ads,
which make them an effective tool for advertisers
Some observations
1 Lines are blurring in the traditional media value chain
2 There is an ever-increasing range of media c...
Recent discoveries in neuroscience and psychology have
important implications for traditional theories of advertising
Recent discoveries in neuroscience and psychology have
important implications for traditional theories of advertising
New ...
1. Continuously reach all buyers of the category (communication and distribution) – avoid
being silent
2. Ensure the brand...
How can we help?
My job at Sanoma is helping our clients and partners succeed
in achieving their business goals…
… by using our large portfolio of media assets…
… across all touch points along the customer journey.
For example, if your target group is Women, Sanoma SBS is
the partner for you…
Consumer Profile
• Female
• Married
• Age o...
… our assets and key brands are able to reach out to different
target groups covering all age-and income groups
Predominan...
There are a lot of different ways to work with us…
New developments
Let me highlight a few categories of solutions we are
developing next to our core advertising products
Effectiveness
and e...
More information?
Visit www.adverterenbijsanoma.nl or download the iPad App
Deel je ervaring #SMM14
Next generation Ad Solutions
Next generation Ad Solutions
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Next generation Ad Solutions

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Transcript of "Next generation Ad Solutions"

  1. 1. Next generation Ad Solutions Erik-Jan Gelink, CCO
  2. 2. Introduction
  3. 3. I have a background in leading teams and being a trusted advisor for mainly media & telecom companies…Managementrole Advisorrole
  4. 4. … and as of June 2014 I have joined Sanoma Media Netherlands as Chief Commercial Officer (CCO)Managementrole Advisorrole
  5. 5. Some observations
  6. 6. Some observations – it is getting quite complex outside 1 Lines are blurring in the traditional media value chain 2 There is an ever-increasing range of media channels 3 ‘Attention’ is an increasingly scarce resource 4 Mobile is the only media time that is growing 5 Performance based: a shift from selling audience to selling behavior 6 Robots are taking over the ad-buying process 7 Native advertising is a major driver of future Advertising sales 8 Neuroscience research had important implications for traditional theories of advertising
  7. 7. Some observations 1 Lines are blurring in the traditional media value chain 2 There is an ever-increasing range of media channels 3 ‘Attention’ is an increasingly scarce resource 4 Mobile is the only media time that is growing 5 Performance based: a shift from selling audience to selling behavior 6 Robots are taking over the ad-buying process 7 Native advertising is a major driver of future Advertising sales 8 Neuroscience research had important implications for traditional theories of advertising
  8. 8. Publishers become Agencies, Agencies become Content Creators ( even Publishers), and Brands are Content Creators Publishers Agencies Brands Lines are blurring in the traditional media value chain Agencies Content Creators Publishers
  9. 9. Some observations 1 Lines are blurring in the traditional media value chain 2 There is an ever-increasing range of media channels 3 ‘Attention’ is an increasingly scarce resource 4 Mobile is the only media time that is growing 5 Performance based: a shift from selling audience to selling behavior 6 Robots are taking over the ad-buying process 7 Native advertising is a major driver of future Advertising sales 8 Neuroscience research had important implications for traditional theories of advertising
  10. 10. New media channels have allowed marketers to connect with consumers in new ways, opening the minds of new audiences The Paid, Owned & Earned Media ecosystem
  11. 11. And the media channel ecosystem is expanding with innovations like Google Glass…
  12. 12. … Google Nest…
  13. 13. … smart watches…
  14. 14. …in-car screens…
  15. 15. …innovative projection solutions (Sony example), and so on..
  16. 16. Some observations 1 Lines are blurring in the traditional media value chain 2 There is an ever-increasing range of media channels 3 ‘Attention’ is an increasingly scarce resource 4 Mobile is the only media time that is growing 5 Performance based: a shift from selling audience to selling behavior 6 Robots are taking over the ad-buying process 7 Native advertising is a major driver of future Advertising sales 8 Neuroscience research had important implications for traditional theories of advertising
  17. 17. The fragmentation of media channels will confirm ‘Attention’ to be a increasingly scarce resource
  18. 18. Getting (or holding) the attention of target customers is on the top of the US Marketers ‘marketing got complicated’ list Source: eMarketer Level of challenge for marketing factors according to US marketing executives (Feb 2014, % of total)
  19. 19. Some observations 1 Lines are blurring in the traditional media value chain 2 There is an ever-increasing range of media channels 3 ‘Attention’ is an increasingly scarce resource 4 Mobile is the only media time that is growing 5 Performance based: a shift from selling audience to selling behavior 6 Robots are taking over the ad-buying process 7 Native advertising is a major driver of future Advertising sales 8 Neuroscience research had important implications for traditional theories of advertising
  20. 20. Mobile is the only media time that is growing Media time consumption share US 2009 2013 Source: eMarketer Business Intelligence – August 2013
  21. 21. Google and Facebook are dominating the Global mobile Ad Revenu market with a combined share of 68,5% in 2014 Source: eMarketer Net mobile internetAd Revenue share (%) worldwide by Company (2012-2014)
  22. 22. Some observations 1 Lines are blurring in the traditional media value chain 2 There is an ever-increasing range of media channels 3 ‘Attention’ is an increasingly scarce resource 4 Mobile is the only media time that is growing 5 Performance based: a shift from selling audience to selling behavior 6 Robots are taking over the ad-buying process 7 Native advertising is a major driver of future Advertising sales 8 Neuroscience research had important implications for traditional theories of advertising
  23. 23. Market conditions force companies to increasingly link advertising expenditures to specific goals
  24. 24. Performance based advertising will extend itself outside online, where most of the Advertising spend is
  25. 25. Some observations 1 Lines are blurring in the traditional media value chain 2 There is an ever-increasing range of media channels 3 ‘Attention’ is an increasingly scarce resource 4 Mobile is the only media time that is growing 5 Performance based: a shift from selling audience to selling behavior 6 Robots are taking over the ad-buying process 7 Native advertising is a major driver of future Advertising sales 8 Neuroscience research had important implications for traditional theories of advertising
  26. 26. Programmatic buying is a computerized system for buying digital media advertising impressions automatically
  27. 27. Programmatic advertising increases share in the display market; figure excludes Google and Facebook Display advertising spend split into Manual and Programmatic trade Source: IAB. Deloitte
  28. 28. RTB is most used as programmatic method in NL, spend shows similar seasonality as the total online display market Programmatic revenue RTB and Non-RTB (m€) Source: IAB. Deloitte
  29. 29. Some observations 1 Lines are blurring in the traditional media value chain 2 There is an ever-increasing range of media channels 3 ‘Attention’ is an increasingly scarce resource 4 Mobile is the only media time that is growing 5 Performance based: a shift from selling audience to selling behavior 6 Robots are taking over the ad-buying process 7 Native advertising is a major driver of future Advertising sales 8 Neuroscience research had important implications for traditional theories of advertising
  30. 30. Native ads are more engaging than sponsored or banner ads, which make them an effective tool for advertisers
  31. 31. Some observations 1 Lines are blurring in the traditional media value chain 2 There is an ever-increasing range of media channels 3 ‘Attention’ is an increasingly scarce resource 4 Mobile is the only media time that is growing 5 Performance based: a shift from selling audience to selling behavior 6 Robots are taking over the ad-buying process 7 Native advertising is a major driver of future Advertising sales 8 Neuroscience research had important implications for traditional theories of advertising
  32. 32. Recent discoveries in neuroscience and psychology have important implications for traditional theories of advertising
  33. 33. Recent discoveries in neuroscience and psychology have important implications for traditional theories of advertising New world view Emotional and rational Getting noticed Relevant associations Refreshing and building memory structures Reaching Salience (remarkable -ness) Rational or emotional Message compre- hension Unique selling propositions Persuasion Teaching Positioning Past world view Source: How Brands Grow, Byron Sharp (2010)
  34. 34. 1. Continuously reach all buyers of the category (communication and distribution) – avoid being silent 2. Ensure the brand is easy to buy (communicate how the brand fits with the users life) 3. Get noticed (grab attention and focus on brand salience to prime the users mind) 4. Refresh and build memory structures (respect existing associations that make the brand easy to notice and easy to buy) 5. Create and use distinctive brand assets (use sensory cues to get noticed and stay top of mind) 6. Be consistent (avoid unnecessary changes, whilst keeping the brands fresh and interesting) 7. Stay competitive (keep the brand easy to buy and avoid giving excuses not to buy (i.e. by targeting a particular group) After several bruising rounds of marketing myth-busting, HBG outlines 7 scientifically derived rules for brand growth Source: How Brands Grow, Byron Sharp (2010)
  35. 35. How can we help?
  36. 36. My job at Sanoma is helping our clients and partners succeed in achieving their business goals…
  37. 37. … by using our large portfolio of media assets…
  38. 38. … across all touch points along the customer journey.
  39. 39. For example, if your target group is Women, Sanoma SBS is the partner for you… Consumer Profile • Female • Married • Age of print audience: 20-65yrs; age of online audience: 20- 49yrs; Net 5 audience skewed to 20-35yrs old women • MBO-HBO educated. Higher education level for Linda & Flow • Print audience often has young children in household; online audience is more likely to live in one or two-person households • Medium social class • Employed; but not breadwinner • High newspaper & magazine readership, high TV viewership Selection of Women’s Interest Domain brands TV Print Digital Events Source: NOM average reach data 2013; DDMM survey data 2013
  40. 40. … our assets and key brands are able to reach out to different target groups covering all age-and income groups Predominant audiences per brand Source: NOM audience monitor 2012 – PRINT and 2013- online INDICATIVE
  41. 41. There are a lot of different ways to work with us…
  42. 42. New developments
  43. 43. Let me highlight a few categories of solutions we are developing next to our core advertising products Effectiveness and efficiency Owned and earned media services Direct Stakeholder in (sales) results advertiser Build infrastructure for demand and supply Improved advertising (tools, ROI) Content marketing Performance partnerships Domain solutions 1 2 3 4
  44. 44. More information?
  45. 45. Visit www.adverterenbijsanoma.nl or download the iPad App
  46. 46. Deel je ervaring #SMM14
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