Thomas Dujardin, Citysecrets

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Thomas Dujardin, Citysecrets

  1. 1. CitySecrets.be<br />Matchmaking between <br />users & advertiser desirability<br />by Thomas Dujardin, Corelio<br />Speaker<br />
  2. 2. Matching user and advertiser desirability<br />Products<br />Platform<br />Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  3. 3. Matching user and advertiser desirability<br />Products<br />Platform<br />Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  4. 4. Matching user and advertiser desirability<br />Products<br />Platform<br />Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  5. 5. Matching user and advertiser desirability<br />Products<br />Platform<br />327 local news sites<br /><ul><li> 213 web correspondents
  6. 6. 11.000 news items per month (5.000 </li></ul> web only)<br />Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  7. 7. Matching user and advertiser desirability<br />Products<br />Platform<br />Trafic on Nieuwsblad.be/gemeente<br /><ul><li> 200.000 unique visitors/day
  8. 8. 400.000 page views per day
  9. 9. 300.000 newsletter subscribers</li></ul>Audience<br />Advertisers<br />Efficiency<br />Relevancy<br />
  10. 10. Matching user and advertiser desirability<br />Products<br />Platform<br />Products<br /><ul><li> Display ads on </li></ul> nieuwsblad.be/gemeente<br />Different pricing models <br /><ul><li> CPD, CPM, CPC</li></ul>Profitability<br /><ul><li> Low price
  11. 11. High production cost
  12. 12. High acquisition cost
  13. 13. Lack of context</li></ul>- Low relevance for user<br /> - Low efficiency for advertiser (ROI) <br />Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  14. 14. Matching user and advertiser desirability<br />Products<br />Platform<br />Products<br /><ul><li> Text ads on </li></ul> nieuwsblad.be/gemeente <br /><ul><li> Google AdWords</li></ul>Pricing<br /><ul><li> Yearly fixed price packages</li></ul>Profitability<br /><ul><li> Google = door opener => lower </li></ul> acquisition cost<br /><ul><li> Yearly packages => higher price
  15. 15. More efficient for advertisers (higher </li></ul> ROI)<br />But not sustainable<br /><ul><li> High maintenance
  16. 16. Low commission on AdWords sales
  17. 17. Low relevance for user</li></ul>Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  18. 18. Matching user and advertiser desirability<br />Products<br />Platform<br />Opportunities<br /><ul><li> Largest local sales team
  19. 19. Full coverage of Belgium
  20. 20. Vast network of local and regional clients
  21. 21. Free paper business under pressure
  22. 22. No online platform</li></ul>Challenges<br /><ul><li> Lack of online knowledge & experience
  23. 23. Complex products
  24. 24. Free paper business under pressure </li></ul> => full focus on print<br />Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  25. 25. Matching user and advertiser desirability<br />Products<br />Platform<br />Lack of relevant context for advertising<br /> +<br />Lack of interest in ads<br /> +<br />Lack of good products<br /> +<br />Lack of online sales knowledge and experience<br />= <br />Low efficiency and low relevancy<br />=<br />Low profitability<br />Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  26. 26. Matching user and advertiser desirability<br />Products<br />Platform<br />Sales<br />Audience<br />Efficiency<br />Relevancy<br />
  27. 27. Matching user and advertiser desirability<br />Products<br />Platform<br />Sales<br />Audience<br />Efficiency<br />Relevancy<br />
  28. 28. Matching user and advertiser desirability<br />Products<br />Platform<br />Sales<br />Audience<br />Efficiency<br />Relevancy<br />
  29. 29. Matching user and advertiser desirability<br />Products<br />Platform<br />Sales<br />Audience<br />Efficiency<br />Relevancy<br />
  30. 30. Matching user and advertiser desirability<br />Products<br />Platform<br />Sales<br />Audience<br />Efficiency<br />Relevancy<br />
  31. 31. Matching user and advertiser desirability<br />Products<br />Platform<br />Sales<br />Audience<br />Efficiency<br />Relevancy<br />
  32. 32. Matching user and advertiser desirability<br />Products<br />Platform<br />Sales<br />Audience<br />Efficiency<br />Relevancy<br />
  33. 33. Matching user and advertiser desirability<br />Products<br />Platform<br />Target existing audience<br /><ul><li> Attracting latent users
  34. 34. Integrations in news sites</li></ul>Target new audience<br /><ul><li> Attracting active users
  35. 35. Separate brand / look & feel</li></ul>Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  36. 36. Matching user and advertiser desirability<br />Products<br />Platform<br />Products<br /><ul><li> Marketing platform with self-service tools </li></ul> & reporting (one stop shop) <br /><ul><li> Combination of display & performance</li></ul> - Premium listings<br /> - Deals<br /> - Coupons<br /> - Local competitions<br /> - Direct communication <br /> - Commercial articles<br /> - Bookings …<br />Pricing<br /><ul><li> Yearly fixed price packages
  37. 37. Upselling </li></ul>Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  38. 38. Matching user and advertiser desirability<br />Products<br />Platform<br />Sales<br />Audience<br />Efficiency<br />Relevancy<br />
  39. 39. Matching user and advertiser desirability<br />Products<br />Platform<br />Dedicated field sales team<br /><ul><li> Sale of packages</li></ul>Telesales<br /><ul><li> Upsell
  40. 40. Support</li></ul>Corelio Connect <br /><ul><li> National advertisers </li></ul>Passe-Partout (long term)<br /><ul><li> Include mature, simple products in </li></ul> Passe-Partout portfolio for nationwide <br /> sales<br />Audience<br />Sales<br />Efficiency<br />Relevancy<br />
  41. 41. Matching user and advertiser desirability<br />Products<br />Platform<br />Create relevant context for advertising<br /> +<br />Target existing and new audience <br /> +<br />Offer efficient marketing tools<br /> +<br />Set up a dedicated incubation sales team<br />(Testing and finetuning)<br />=<br />High relevancy and efficiency<br />=<br />high profitability<br />Audience<br />Sales<br />Efficiency<br />Relevancy<br />

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