Mark van leest (AFC Ajax) @ MPJC 2014

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De presentatie die Mark van Leest van Ajax gaf tijden het Mediapark Jaarcongres 2014 over zijn functie als Head of Media bij Ajax. Meer info: www.mpjc.nl

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Mark van leest (AFC Ajax) @ MPJC 2014

  1. 1. Mark van Leest Head of Media m.van.leest@ajax.nl Pseudo: Branded Content Specialist
  2. 2. Ajax First Team Home grown players: 64% Average age: 22
  3. 3. Youth Players 0.0% 3.8% 7.7% 8.0% 8.0% 8.7% 10.7% 10.7% 12.0% 13.8% 13.8% 14.3% 15.4% 16.0% 16.7% 16.7% 17.4% 19.2% 24.0% 24.0% 24.1% 25.9% 26.1% 26.9% 26.9% 27.3% 29.6% 30.4% 40.0% 44.0% 55.2% 59.3% CFR 1907 Cluj Olympiacos FC Manchester City FC SL Benfica Valencia CF Chelsea FC Internazionale Milano FC Paris St-Germain FC SC Braga Celtic FC RSC Anderlecht Galatasaray SK Juventus FC Málaga CF Borussia Dortmund Milan AC FC Porto FC Shakhtar Donetsk FC Schalke 04 GNK Dinamo Zagreb FC Spartak Moskva Arsenal FC Real Madrid CF Bate Borisov FC Zenit St Petersburg FC Nordsjaelland FC Dynamo Kyiv FC Bayern München Manchester United FC Montpellier Hérault SC AFC Ajax FC Barcelona Champions League participants (12/13) 28.1 27.8 27.7 27.6 27.6 27.5 27.2 27.2 27.1 26.9 26.8 26.8 26.7 26.6 26.5 26.4 26.3 26.2 26.2 25.9 25.9 25.8 25.6 25.1 25.1 25.0 25.0 24.9 24.7 24.1 24.0 22.6 Juventus FC Paris St-Germain FC CFR 1907 Cluj FC Zenit St Petersburg Internazionale Milano FC Galatasaray SK SC Braga Olympiacos FC Chelsea FC Málaga CF Milan AC FC Bayern München Montpellier Hérault SC Real Madrid CF FC Shakhtar Donetsk Bate Borisov Manchester City FC SL Benfica FC Barcelona Valencia CF Arsenal FC Manchester United FC FC Dynamo Kyiv RSC Anderlecht FC Nordsjaelland GNK Dinamo Zagreb FC Schalke 04 FC Spartak Moskva Borussia Dortmund Celtic FC FC Porto AFC Ajax Champions League participants (12/13) 4 4 7 14 15 15 18 18 18 20 20 21 21 21 22 22 22 24 26 26 27 30 32 32 36 37 39 41 43 44 53 68 Olympiakos Nicosia FC CFR 1907 Cluj FC Nordsjaelland Borussia Dortmund Málaga CF Galatasaray SK SC Braga Manchester City FC Juventus FC Valencia CF Internazionale Milano FC Montpellier Hérault SC FC Schalke 04 Chelsea FC RSC Anderlecht Milan AC Bate Borisov FC Zenit St Petersburg SL Benfica FC Spartak Moskva Celtic FC Arsenal FC Paris St-Germain FC FC Bayern München Manchester United FC GNK Dinamo Zagreb FC Porto FC Shakhtar Donetsk Real Madrid CF FC Dynamo Kyiv FC Barcelona AFC Ajax Champions League participants (12/13) Home-grown players in 1st team Average age 1st team Club-trained players at European clubs 55.2% 22.6 68 Source:CIESFootballObservatory(2013)
  4. 4. Youth Academy
  5. 5. Caps   Ajax 1   Frank de Boer   112   328   Wim Jonk   49   96   Dennis Bergkamp   79   185   Marc Overmars   86   136   Edwin van der Sar   130   226   456   971   Football Knowhow
  6. 6. International* Fanbase Total population 16-69 years Football Interested Very interested / Interested Awareness Ajax Amsterdam Ajax Interested Very interested / Interested Fan Potential Ajax Very interested Fans of Ajax Favorite foreign football club 1559,55 619,30 308,26 77,55 22,89 2,45 Figures in millions, Repucom 2012 * Argentina, Brazil, China, France, Germany, India, Italy, Japan, Malaysia, Russia, Singapore, South Africa, South Korea, Spain, UAE, U.K., USA Base: 17000 representative citizens between the ages of 16-69
  7. 7. Know your fans Organic trafficBehavioural targeting
  8. 8. Create meaningful fan relations Behavioural Targeting + CRM = Personalisation
  9. 9.                                               Global Mobile Traffic
  10. 10. Shit hits “de fan”                                              
  11. 11. Keep it social!   The future is near   Personalisation + Geo targeting + Time = Context    
  12. 12. Fan experience Engagement level Experience level Highlights on TV Live watching on TV Live watching in bar with friends Live presence in stadium Stadium programme Online: - Social Media - Stats - Betting - L.B.S. Experience Information
  13. 13. Entertainment extension Number of visitors in stadium Time Prior to Match First half Second half Post match Current in- and out flow Required in- and out flow
  14. 14. Stadium programming Mega screens / narrowcasting / projectors / mobile
  15. 15. Connectivity in stadiums Social: Fans become embassadors L.B.S.: E-wallet / pre-ordering / access / parking Entertainment: Stats / betting / video feeds
  16. 16. Video – What’s coming Google GlassKPN LTE Broadcast Demo
  17. 17. Thank you!
  18. 18. Mark van Leest Head of Media m.van.leest@ajax.nl Pseudo: Branded Content Specialist

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