Niklas Jonason

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Presentation at the INMA Seminar in Copenhagen "Re-creating Value in an age of Abundance"

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Niklas Jonason

  1. 1. Advertising Strategies for What are advertisers Local News Web Sites looking for? Niklas Jonason, Stadsporten Citygate AB, Stockholm, Sweden INMA, Copenhagen, February 2010
  2. 2. What is strategy? “…how a battle is fought is a matter of tactics: the terms that it is fought on and whether it should be fought at all is a matter of strategy.” Wikipedia
  3. 3. What advertisers want in print! Attention Interest Desire Action
  4. 4. Develops swedish media houses
  5. 5. Acting together
  6. 6. “Hybrid media”!
  7. 7. Customer case: Mediamarkt TV Print Banner Kampanjperiod: mars 2009 (5 dagar) Print:1 st. uppslag TV: 168 visningar a’ 20 sek. Web: 214.000 exponeringar
  8. 8. TV Free 0,42 b € 0,2 b € Internet 0,5 b € Newspaper 0,67 b €
  9. 9. We get a market of 1,79 b € instead of 0,67 b € (total 2,7 b €) IRM Forecast 2010
  10. 10. Daily media consumption TV Radi o Morning newspapers Internet Evening newspapers
  11. 11. What advertisers want on Internet! Attention Interest Desire Action
  12. 12. Share of 0,5 b € Internet advertising 40% 30% 30% Source: IRM
  13. 13. Top ten last week Millions Engage- uwb/w Loyalty ment 1.  Microsoft msn.se network 9,7 5,7 5,4 2.  Schibsted aftonbladet.se evening newspaper 5,2 4,7 3,6 1 aggregator 3.  Schibsted Blocket.se Classifieds 3,6 3,1 19,3 4 news 4.  Wyatt Social Networking sites 3,4 4,5 4,9 5.  Eniro.se Yellow Pages 3,2 1,9 5,6 2 social networks 6.  Schibsted Hitta.se Yellow Pages 3,0 2,2 3,0 7.  Aller Social Network 2,6 4,0 4,2 1 classifieds 8.  Tidningsnätet network of local news sites 2,4 3,5 3,3 2 YP 9.  Bonnier Expressen.se evening newspaper 2,2 3,5 4,8 10.  Bonnier-Stampen bundle 3 metro news sites 1,9 3,5 3,7 + Google, FaceBook, YouTube…. Source: KIAIndex - JIC for Internet advertising
  14. 14. Ad strategy for news site in local media house 1.  An attractive product 2.  Premium ad offering 3.  Classified offering 4.  YP offering 5.  Context based ad offering 6.  MSB Brook
  15. 15. •  ”Internetsäljare är happy loosers, spelberoende, förlorar 90% av sin tid, måste dela med sig i jakten, måste ta ett nej som en medalj och måste överträffa oddsen” Kyoo Kim, VP sales MSNBC.com
  16. 16. 1 The product
  17. 17. Editorial product   News   Niche   Near   Ntertainment
  18. 18. News creates traffic   Newspaper circulation: 37 100   Web site: 171 000 uwb/week   Loyalty: 4,8 Engagement: 4,0 January 25rd-31st 2010
  19. 19. News-team of vk.se in year 2000
  20. 20. Getting closer
  21. 21. 25-40% of total ad income comes from real estate, car dealers and recruitment
  22. 22. Homes
  23. 23. Cars
  24. 24. Economy/jobs
  25. 25. Travel
  26. 26. Hyper local ad formats ●  Classified ads on postal number ●  Car dealer, real estate, recruitement ads on postal number ●  Self service ads for SMEs and associations on postal number ●  Online catalogue service on postal number ●  Family ads on postal number ●  Sponsored hyper local weather service
  27. 27. 2 Premium ads
  28. 28. Premium ad offering
  29. 29. Useful premium ads
  30. 30. 3 Classifieds
  31. 31. Lokus
  32. 32. Lokus 2009 10% 165 k kr/m 3,7 k obj/v 3% 5% 79 k kr/m 50 k kr/m 9% 1,4 k obj/v 1,8 k obj/v 160 k kr/m 2,7 k obj/v 8% 75 k kr/m 3% 1,4 k obj/v 31 k kr/m 4% 1,9 obj/v 109 k kr/m 10% 2,1 k obj/v 71 k kr/m 2% 3,3 k obj/v 31 k kr/m 4% 1,9 obj/v 8% 63 k kr/m 101 k kr/m 2,5 k obj/v 8% 1,9 k obj/v 33 k kr/m 1,4 k obj/v 8% 86 k kr/m 8% 5% 2,1 k obj/v 57,7 k kr/m x kr/m 3,4 k obj/v 0,4 k obj/v 4% 8% 5% 24 k kr/m 94 k kr/m 52 k kr/m 2,6 k obj/v 4,4 k obj/v 2,4 k obj/v
  33. 33. Family ads
  34. 34. Lokus fight
  35. 35. 4 Constant prescence
  36. 36. The majority of swedish companies have no interactive web site Schwedische Firmen ohne Interaktive web site > 10 Angestellte 78% •  älla: SCB 2008 K < 10 Angestellte 90%?
  37. 37. Packaging
  38. 38. Constant prescemce
  39. 39. 5 Context ad offering
  40. 40. Context ad
  41. 41. 6 MSB Many Small Brooks
  42. 42. MSB – Many Small Brooks
  43. 43. Revenue online 2008 Millions Revenue Revenue uwb/w m€ per visit 2010 Loyalty 2008 2008 Expressen.se evening newspaper site 2,2 3,5 8,7 0,03 € vk.se local news site 0,17 4,8 0,8 0,03 € sn.se local news site 0,03 3 0,31 0,06 € bt.no local news site (Norway) 0,11 1,7 9,3 0,2 €
  44. 44. Hur når du dina kunder? = 296.000 Genom NT, Extra, nt.se och 24nt når du 296.000 dagliga kontakter* Ring 011-200 000 för att synas på rätt sätt! *Källa: Orvesto, Hermelin. Antalet dagliga kontakter.
  45. 45. Tack!
  46. 46. What are advertisers looking for? Niklas Jonason, Stadsporten Citygate AB, Stockholm, Sweden INMA, Copenhagen, February 2010
  47. 47. •  Jmf int/besök •  Konvertering avslut •  Städa upp katalog •  Städa upp hela

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