Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Digital Disruption
Using the power of multichannel
Arne Bergmann
Managing Director Marketing & Sales
“Europe‘s biggest publishing house
– a dwarf in the internet. Now they
have at least a strategy”
October 2000
1%
99%
Digit...
Where we come from: Publisher´s classical
business model transferred to the digital world
Classifieds revenue Marketing re...
That’s the reason why Axel Springers print
strategy is also used for the digital business
Cars & local
Jobs
Based on reach...
Organic growth and growth through acquisitions
Organic growth
Acquisitions
Acquisitions > 80
Organic > 110
 > 190
2007 20...
Today 63% of the revenues and 72% of EBITDA
are from digital activities
468
360
962
712
470
378
208
24
+69% p.a.
2014 Q1
1...
"Springers way is radically.
But it is the right."
…however. It is not enough!
72,1%
27,9%
Digital Media on EBITA at the 0...
A challenge that we must meet
ASMI is operating within a constantly changing
competitive environment
now then….
= revenue 2014
New trends – new business fields
1
2
3
Print to online
Online to mobile
Environment to audience
From print to online to mobile
48.1 48.7 50.2 51.7
16.6 14.7 13.1 12.5
12.7 11.9 11.4 10.7
10.7 12.4 12.5 12.2
5.9 6.1 6.3...
Media agencies as an independent business level
Marketer
Agency Customer
Ongoing increase of media channels and services
 Print
 Online
 Mobile
 Tablet
 Social Media
 Creative Services
 Me...
With our strong brands we reach 85% of the
German speaking population
Print
Online
Mobile
*Source: b4p 2014 II, Basis GG (...
ASMI is Germany´s largest crossmedia marketer
Print
Online
Mobile
TV
ASMIs strategic agenda for 2015
2015
Extending video inventory
Portfolio extension
Maximizing customer and agency service
...
Successful marketing topics
National league BILDAugmented Reality
Luxury Art Editions Nation-ProductBILD for everybody
Hig...
Innovations and highlights with BILD
2010/12 2013 2014
3D BILD XXL BILD BILD für
Alle
BILD zur
Wahl
BILD zur
WM
BILD zum M...
With our strong brands we reach hole Germany in
2015 through all channels & levels
*ma 2014 Presse II (Ʃ of the respective...
Multimedia with
Februar März
WELT
Gesundheits-
Woche
ITB Berlin
September
Juni
Januar
April
November
Mai
Oktober
ASMI Highlights 2015
Deze...
Multichannel campaign – Samsung
opening spread
advertorial
tablet
full banner
edge ad
readers test
mobile
Custom made ad specials with user involvement
– Volkswagen
1 2 3
The “Volks” product – a success story
Smartwares: Volks.Rauchmelder
Stada: Volks.ErkältungsmittelAlpina: Volks.Farbe VWN: ...
Exclusive ads in BILD & BamS
Action platform and bridge
ad on BILD.de
Special ads on
BILD.de Mobil & BILD.de tablet app
Pr...
Print
Smart TVBILD.de Online
Integration BILD.de Tablet-App
Integration BILD.de smartphone
news-App & BILD.de Mobile
Smart...
BILD special edition – 25 anniversary of the
German reunification
Arne Bergmann
Managing Director Marketing und Sales
Axel Springer Media Impact GmbH & Co. KG
arne.bergmann@axelspringer.de
Axel Springer - NOAH15 Berlin
Axel Springer - NOAH15 Berlin
Axel Springer - NOAH15 Berlin
Axel Springer - NOAH15 Berlin
Axel Springer - NOAH15 Berlin
Upcoming SlideShare
Loading in …5
×

Axel Springer - NOAH15 Berlin

Digital Disruption – Using the power of multichannel - Workshop by Arne Bergmann, Managing Director Marketing & Sales of Axel Springer at the NOAH 2015 Conference in Berlin, Tempodrom on the 9th of June 2015.

Axel Springer - NOAH15 Berlin

  1. 1. Digital Disruption Using the power of multichannel Arne Bergmann Managing Director Marketing & Sales
  2. 2. “Europe‘s biggest publishing house – a dwarf in the internet. Now they have at least a strategy” October 2000 1% 99% Digital Media on EBITA in the year 2000
  3. 3. Where we come from: Publisher´s classical business model transferred to the digital world Classifieds revenue Marketing revenue Copy Sales
  4. 4. That’s the reason why Axel Springers print strategy is also used for the digital business Cars & local Jobs Based on reach Real estate Performance basednational/ international Paid contentCetegory offers Marketing offers
  5. 5. Organic growth and growth through acquisitions Organic growth Acquisitions Acquisitions > 80 Organic > 110  > 190 2007 2008 20102009 2011 201320122006 2014 Hinweis: Auswahl; kumulierte Zahlen
  6. 6. Today 63% of the revenues and 72% of EBITDA are from digital activities 468 360 962 712 470 378 208 24 +69% p.a. 2014 Q1 14 1,616 2013 +30% 1,329 Q1 15 2012 1,174 201120102009200820072006 97 79 366 281 246 158 86 43 2114 2008 20112009 201020072006 2012 Q1 14 +109% p.a. Q1 15 +23% 2013 2014 Revenues of digital activities; in Mio. € EBITDA of digital activities; in Mio. €
  7. 7. "Springers way is radically. But it is the right." …however. It is not enough! 72,1% 27,9% Digital Media on EBITA at the 01-09/2014
  8. 8. A challenge that we must meet
  9. 9. ASMI is operating within a constantly changing competitive environment now then…. = revenue 2014
  10. 10. New trends – new business fields 1 2 3 Print to online Online to mobile Environment to audience
  11. 11. From print to online to mobile 48.1 48.7 50.2 51.7 16.6 14.7 13.1 12.5 12.7 11.9 11.4 10.7 10.7 12.4 12.5 12.2 5.9 6.1 6.3 6.1 4.5 4.5 4.8 4.90.1 0.3 0.4 0.7 radio 1,4 poster 1,31,4 magazines B2B magazines 2014 TV 1,2 newspaper online mobile 20132011 Anmerkung: Zeitungen ohne Rubriken und Beilagen; * Online-Daten ab 2011 durch eine veränderte Bewertung der Low-TKP- /CpX-Buchungen nicht mit den Daten der Vorjahre vergleichbar; 2012 Total gross advertising revenues and media split in % 22.007.859.910 22.126.598.661 23.065.190.954 24.269.337.082
  12. 12. Media agencies as an independent business level Marketer Agency Customer
  13. 13. Ongoing increase of media channels and services  Print  Online  Mobile  Tablet  Social Media  Creative Services  Media Consulting  Market Research  Sponsoring  Point of Sale (Creation & Promotion) Currently ASMI  Print  Online  Mobile  Tablet  Social Media  Creative Services  Media Consulting  Market Research  Sponsoring  Point of Sale (Creation & Promotion)  Video production (AS Video)  Corporate publishing (WELT)  Media cooperation (WELT)  Events & promotion (PACE)  Merchandising (BILD, WELT)  Direct marketing (Mailing, e-mailing)  Portfolio- growth national (zanox, idealo, etc.)  Portfolio growth international (AS International)  Out of Home (Ströer / Mediasales) Directly At Axel Springer ASMI + Axel Springer investments + Close Partners  Digital Audience Extension  TV Media  Radio Media  Print Media Extension  Retargeting  App development  Shop development  Websites  Logistics  Public Relations  Tracking  Content Marketing Through Partnerships
  14. 14. With our strong brands we reach 85% of the German speaking population Print Online Mobile *Source: b4p 2014 II, Basis GG (70,52 Mio.); Print: LpA, Digital: NpM; Vollbelegung pro Monat; Alle von ASMI in 2015 vermarkteten, darstellbaren Angebote 85.3% Net reach*
  15. 15. ASMI is Germany´s largest crossmedia marketer Print Online Mobile TV
  16. 16. ASMIs strategic agenda for 2015 2015 Extending video inventory Portfolio extension Maximizing customer and agency service Continuous product innovation Technological innovation
  17. 17. Successful marketing topics National league BILDAugmented Reality Luxury Art Editions Nation-ProductBILD for everybody High end supplements
  18. 18. Innovations and highlights with BILD 2010/12 2013 2014 3D BILD XXL BILD BILD für Alle BILD zur Wahl BILD zur WM BILD zum Mauerfall 2015 BILD Vision der Zukunft BILD zur deutschen Einheit
  19. 19. With our strong brands we reach hole Germany in 2015 through all channels & levels *ma 2014 Presse II (Ʃ of the respective net reach); AWA 2014 (Ʃ of the respective net reach); AGOF internet facts 2014-07 (Ʃ UUs single months); AGOF mobile facts 2014-II (Ʃ UUs single month, Basis: German speaking residential population aged 14 +; ** TTL single offer users (overlapping not taken into consideration). Über 155 Mio.** Kontakte magazines 31.95 Mio. Individual offer-user* Digital media 103.85 Mio. Individual offer-user* Newspapers 2.,43 Mio. Individual offer-user* *
  20. 20. Multimedia with
  21. 21. Februar März WELT Gesundheits- Woche ITB Berlin September Juni Januar April November Mai Oktober ASMI Highlights 2015 Dezember Juli DFB- & Champions League Finale Das goldene Lenkrad August Bundesliga Auftakt Vision der Zukunft DIE WELT Kunst- ausgabe Das grüne Lenkrad - Auftakt Sport BILD Award Connected Sports Augmented Reality Stylebook Fashion Week Goldstück me. Style Award Metal Hammer Award Show Neue Formate Print- Targeting BILANZ ME.Urban Mode Award Weihnachten 25 Jahre Deutsche Einheit WELT Genuss- Tage Die Goldene BILD der FRAU Sport BILD Warm Up Luxus WELT am SONNTAG Portfolio- erweiterung 50. Goldene Kamera WELT Wirtschafts- gipfel Themenwochen AUTO BILD TV ASMI Strike Ein Jahr nach der WM AUTO BILD Markenwahl BILD der FRAU XXL Genfer Auto Salon Millionen- reichweite Social Hub 65. Berlinale 200 Millionen Deal Future Edition Festival- kalender BILD Magazin PS WELT Die besten mobilen Marken BLAU WELT Magazin Gesundheit Feiertags- ausgabe Schwarz-Rot- Goldene Ausgabe
  22. 22. Multichannel campaign – Samsung opening spread advertorial tablet full banner edge ad readers test mobile
  23. 23. Custom made ad specials with user involvement – Volkswagen 1 2 3
  24. 24. The “Volks” product – a success story Smartwares: Volks.Rauchmelder Stada: Volks.ErkältungsmittelAlpina: Volks.Farbe VWN: Profi.Transporter Smartmobil: Volks.Flat Philips: Volks.Rasierer Goodyear: Deutschland.Reifen OTELO: Volks.Allnet-Flat TrekStore: Volks.Tablet Phiips: Volks.Zahnbürste
  25. 25. Exclusive ads in BILD & BamS Action platform and bridge ad on BILD.de Special ads on BILD.de Mobil & BILD.de tablet app Promotions at p.o.s. 4-pages supplement in BILD & BamS Cross media Staging Direct-marketing: „Volks“-newsletter Cross-device video advertising
  26. 26. Print Smart TVBILD.de Online Integration BILD.de Tablet-App Integration BILD.de smartphone news-App & BILD.de Mobile Smartphone-App Bundesliga by BILD
  27. 27. BILD special edition – 25 anniversary of the German reunification
  28. 28. Arne Bergmann Managing Director Marketing und Sales Axel Springer Media Impact GmbH & Co. KG arne.bergmann@axelspringer.de

×