Sanoma Media Netherlands
Stefan Havik
Helping people access and understand the world.
Sanoma:
“Marketing budget is limited, sales budget unlimited”
Performance Based:
Performance Based
Sucks!
Performance Paradox
Law of diminishing returns
Effort
Result
100
100
1
Not a charge model, but necessary added value
Performance Based:
CPS is just a way to reduce risk
Charge models:
CPS shifts the way we optimize
(focus on my own ROI)
Charge models:
CPM is the fastest growing currency
Charge models:
Optimization and proof
Performance Based:
Agency fee
Publisher revenue
Publisher revenue
Agency fee
SSP’s, DSP’s, DMP’s,
Technology providers, Data
providers, tradings
desks….
Adding value
Data
Trading & optimization
Technology as a service
Offer the most effective way to activate an audience
Our goal:
Combine data, technology and optimization
How:
Data
Technology
Optimization
Context Creatives
Device Audience
Launch
&
Iterate
Site
Zone
Page
Placement
Context
Creatives
Devices
Data
Interest Intent
Example
Interest data
Intent data
Results
CTR + 6%
CCR + 42%
CTR + 33%
CCR + 64%
1. Extra revenue source
Why we use affiliate marketing:
2. Insights and data source
3. Hassle free (low cost of sale)
1. Authority of a brand
How we use affiliate marketing:
2. Close to a transaction
3. High volume
“Affiliate sites”
Affiliate revenue 2013
Affiliate revenue 2013
What’s Next?
Data science
Cross Media
Goals
1. Performance Based ≠ CPS
Takeaways
2. Focus on your valuable assets
3. Prepare for the data age
Questions?
Performance sucks. Reach is scalable. Performance isn't.
Performance sucks. Reach is scalable. Performance isn't.
Performance sucks. Reach is scalable. Performance isn't.
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Performance sucks. Reach is scalable. Performance isn't.

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De markt van advertising beweegt steeds meer naar performance based modellen. Welke rol speelt de uitgever in dit landschap? Stefan Havik geeft je een kijkje in de keuken van het grootste mediahuis van Nederland. Wat zijn de laatste ontwikkelingen bij Sanoma? Wat is de visie en de aanpak van performance based advertising en de affiliate markt? En hoe voeg je waarde toe om jouw performance inspanningen te verbeteren?

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  • Sanoma Media Netherlands is the media company with the broadest, most diversified and leading portfolio in the Netherlands. With our strong brands, we have a strong market position in all parts of the media industry: magazines, television stations, events, customer media, e-commerce sites and apps.

    Our portfolio consists of more than 100 different A-brands, including AutoWeek, Donald Duck, delicious., Flow, Grazia, Kieskeurig, Libelle, LINDA., Margriet, Net5, NU.nl, SBS 6, SchoolBANK, Startpagina, Tina, Viva, vtwonen and Veronica.
  • Get the world, het credo van Sanoma. Een Media en Learning bedrijf waar ik erg trots op ben te mogen werken. Het toegankelijk en begrijpbaar maken van de wereld is onze missie. Geld wordt in de mediatak met name verdient via advertising. De manier hoe wij advertising bedrijven is de laatste jaren echter heel erg veranderd. Ik ben Stefan Havik, verantwoordelijk voor Performance Based, een van de snelst groeiende clusters qua omzet en mensen. Ik zoom vandaag in op wat wij bij performance based doen om geld rondom onze content te verdienen.
  • Mooi verhaal, maar is natuurlijk niet schaalbaar voor een uitgever.
  • This is what i call the Performance Paradox. And this is why Performance Based advertising is unfair from a publisher’s perspective. Reach is scalable. Performance isn’t. When you increase effort performance eventually wears out. If you express that into money…. If the first lead will cost us € 1,- to generate, the tenth will cost € 5,- and the 100th will cost € 50,-. This means that you run into a glass ceiling limiting scale. Then how can a company like Sanoma try to scale Performance Based advertising??....

    Linkje nog toevoegen naar afnemende meeropbrengst (Productieproces)
  • Maar waarom gebruikt een adverteerder dan een CPA model? Met name natuurlijk om het risico van een campagne te verminderen.
  • Soms is CPM dus goedkoper. Wij doen zelf CPS campagnes die we op ons eigen netwerk inkopen op basis van CPM. De ROI is soms 10x.
  • Wat mij verbaasde is dat CPM als afrekenmodel weer aan een opmars bezig is. Door technologie in de vorm van real time bidding en de transparantie die daarbij hoort is het soms heel efficient om op CPM basis in te kopen
  • This is the display advertising landscape. These are all companies involved in delivering an ad on a publisher’s website. Appereantly adding some value to this ecosystem. And they’re not doing that for free by the way. The roles they play however can be simplified a bit.

    How? By combining technology, consumer data and manual optimization.
  • This is the display advertising landscape. These are all companies involved in delivering an ad on a publisher’s website. Appereantly adding some value to this ecosystem. And they’re not doing that for free by the way. The roles they play however can be simplified a bit.

    How? By combining technology, consumer data and manual optimization.
  • Dus acties: Portfolio rationalisatie, domeinen, focus, continuous (cost) innovation…value props die helpen concurreren
  • Door Startpagina Search
  • Creatives
  • Devices
  • Data splitsing intent / interesse
  • Door Startpagina Search
  • Interest profiles
  • Interest profiles
  • Interest profiles
  • Logo’s worden nog aangepast – zonder witte omranding
  • Door Startpagina Search
  • Uitleg met de seeds. Hier kan ik ook nog een extra sheet toevoegen
  • Of kop KPI’s
  • Waarde
  • Performance sucks. Reach is scalable. Performance isn't.

    1. 1. Sanoma Media Netherlands Stefan Havik
    2. 2. Helping people access and understand the world. Sanoma:
    3. 3. “Marketing budget is limited, sales budget unlimited” Performance Based:
    4. 4. Performance Based Sucks!
    5. 5. Performance Paradox Law of diminishing returns Effort Result 100 100 1
    6. 6. Not a charge model, but necessary added value Performance Based:
    7. 7. CPS is just a way to reduce risk Charge models:
    8. 8. CPS shifts the way we optimize (focus on my own ROI) Charge models:
    9. 9. CPM is the fastest growing currency Charge models:
    10. 10. Optimization and proof Performance Based:
    11. 11. Agency fee Publisher revenue
    12. 12. Publisher revenue Agency fee SSP’s, DSP’s, DMP’s, Technology providers, Data providers, tradings desks….
    13. 13. Adding value
    14. 14. Data Trading & optimization Technology as a service
    15. 15. Offer the most effective way to activate an audience Our goal:
    16. 16. Combine data, technology and optimization How:
    17. 17. Data
    18. 18. Technology
    19. 19. Optimization
    20. 20. Context Creatives Device Audience Launch & Iterate
    21. 21. Site Zone Page Placement Context
    22. 22. Creatives
    23. 23. Devices
    24. 24. Data Interest Intent
    25. 25. Example
    26. 26. Interest data
    27. 27. Intent data
    28. 28. Results CTR + 6% CCR + 42% CTR + 33% CCR + 64%
    29. 29. 1. Extra revenue source Why we use affiliate marketing: 2. Insights and data source 3. Hassle free (low cost of sale)
    30. 30. 1. Authority of a brand How we use affiliate marketing: 2. Close to a transaction 3. High volume
    31. 31. “Affiliate sites”
    32. 32. Affiliate revenue 2013
    33. 33. Affiliate revenue 2013
    34. 34. What’s Next?
    35. 35. Data science
    36. 36. Cross Media
    37. 37. Goals
    38. 38. 1. Performance Based ≠ CPS Takeaways 2. Focus on your valuable assets 3. Prepare for the data age
    39. 39. Questions?

    ×