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Next generation Ad Solutions
 

Next generation Ad Solutions

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    Next generation Ad Solutions Next generation Ad Solutions Presentation Transcript

    • 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 Advisorrole
    • … 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 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
    • 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
    • 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
    • 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
    • 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
    • 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 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
    • 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 Source: eMarketer Level of challenge for marketing factors according to US marketing executives (Feb 2014, % of total)
    • 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
    • Mobile is the only media time that is growing Media time consumption share US 2009 2013 Source: eMarketer Business Intelligence – August 2013
    • 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)
    • 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
    • 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 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
    • 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 spend split into Manual and Programmatic trade Source: IAB. Deloitte
    • 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
    • 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
    • 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 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
    • 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 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)
    • 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)
    • 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 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
    • … 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
    • 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 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
    • More information?
    • Visit www.adverterenbijsanoma.nl or download the iPad App
    • Deel je ervaring #SMM14