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