Sanoma’s view on mobile
Marc Stubbé
April 15th 2014
Index
16 april 2014 Sanoma's view on mobile2
1. The growth of / shift to mobile
2. How we see added value to advertisers w...
So there is a shift to mobile devices
16 april 2014 Sanoma's view on mobile3
Mobile is the only growing media channel
Media time consumption share US 2009 - 2013
Source: emarketer/ Business Intellige...
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2010 2011 2012 2013
Sanoma sees the same trend looking at our digital netw...
In absolute figures our network is growing; however desktop shows a decline
16 april 2014 Sanoma's view on mobile6
desktop...
But bear in mind that the unique visitors of desktop remain stable
16 april 2014 Sanoma's view on mobile7
Consumption is s...
So more touch points in combination with more knowledge about the consumer
(demographic to location, moment, mood) drive t...
And is the money already following the eyeballs?
16 april 2014 Sanoma's view on mobile9
We expect the premium sales to sur...
It is not a question if you “believe in mobile”
16 april 2014 Sanoma's view on mobile10
Mobile devices are here and are a ...
Sanoma believes in an integrated approach towards advertisers
…without forgetting to utilize the unique possibilities of e...
Because it is all about the customer journey…
…where we create valuable touch points
16 april 2014 Sanoma's view on mobile...
And how do we create added value to
the advertiser
What we already do: ADAPT mobile
16 april 2014 Sanoma's view on mobile14
16 april 2014 Sanoma's view on mobile15
“The performance of tablet and desktop is
similar”
“Smartphone shows lower results...
16 april 2014 Sanoma's view on mobile16
What we already do: Performance Partnerships
What this unit does
16 april 2014 Sanoma's view on mobile17
By combining data, technology and service,
we offer the most e...
Our clients
16 april 2014 Sanoma's view on mobile18
The skills we use
16 april 2014 Sanoma's view on mobile19
Data
TechnologyService
Marketing
Online Marketing
Design
Convers...
Google benefits from growing performance based budgets and the ‘last cookie counts’ law
16 april 2014 Sanoma's view on mob...
And we partner up with Criteo to make display more action based
16 april 2014 Sanoma's view on mobile21
The creatives we make and/or optimize
16 april 2014 Sanoma's view on mobile22
The landing pages we make and/or optimize
16 april 2014 Sanoma's view on mobile23
How to optimize the performance of your mobile landing page
16 april 2014 Sanoma's view on mobile24
DO
Be accessible
How to optimize the performance of your mobile landing page
16 april 2014 Sanoma's view on mobile25
DO
Be fast
How to optimize the performance of your mobile landing page
16 april 2014 Sanoma's view on mobile26
DO
Be thumb friendly
How to optimize the performance of your mobile landing page
16 april 2014 Sanoma's view on mobile27
DO
Be local
How to optimize the performance of your mobile landing page
16 april 2014 Sanoma's view on mobile28
DO
Be brief and action...
Next steps
Move from big data to big insights
16 april 2014 Sanoma's view on mobile30
Move forward in multi-channel targeting
16 april 2014 Sanoma's view on mobile31
Increase AIDA partnerships
16 april 2014 Sanoma's view on mobile32
Exclusive content
(desire)
Click
through?
ja
nee
Form
s...
Extend audience, data and technology with partnerships
16 april 2014 Sanoma's view on mobile33
Partnerships
Any questions?
You can also visit www.AdverterenBijSanoma.nl or download our iPad app
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Sanoma’s view on mobile

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The growth of / shift to mobile and how we see added value to advertisers when we look at mobile

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Sanoma’s view on mobile

  1. 1. Sanoma’s view on mobile Marc Stubbé April 15th 2014
  2. 2. Index 16 april 2014 Sanoma's view on mobile2 1. The growth of / shift to mobile 2. How we see added value to advertisers when we look at mobile
  3. 3. So there is a shift to mobile devices 16 april 2014 Sanoma's view on mobile3
  4. 4. Mobile is the only growing media channel Media time consumption share US 2009 - 2013 Source: emarketer/ Business Intelligence – August 2013 in US 45% 25% 17% 9% 7% 4% 44% 26% 16% 8% 8% 6% 43% 26% 15% 7% 7% 9% 42% 26% 14% 6% 5% 12% 38% 20% 12% 4% 5% 20% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% TV Online Radio Print Other Mobile 2009 2010 2011 2012 2013 16 april 2014 Sanoma's view on mobile4
  5. 5. Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2010 2011 2012 2013 Sanoma sees the same trend looking at our digital network 16 april 2014 Sanoma's view on mobile5 desktop tablet (web & app) smartphone (web & app) Sanoma network – consumption share per device (based on visits) Source: Sanoma
  6. 6. In absolute figures our network is growing; however desktop shows a decline 16 april 2014 Sanoma's view on mobile6 desktop tablet (web & app) smartphone (web & app) Sanoma network – visits per quarter per device Source: Sanoma Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2010 2011 2012 2013 +44%
  7. 7. But bear in mind that the unique visitors of desktop remain stable 16 april 2014 Sanoma's view on mobile7 Consumption is simply spread over several devices. And again; increased when we look at the total NU.nl: the monthly views per user increased from 84 in 2010 to 173 in 2013 2007 2014
  8. 8. So more touch points in combination with more knowledge about the consumer (demographic to location, moment, mood) drive the value of our digital assets 16 april 2014 Sanoma's view on mobile8 relevance what we know about our consumers touch points intensified usage From 1.  Single channel 2.  Limited data 3.  Push marketing 4.  CRM Towards 1.  Multi-channel 2.  Enriched data 3.  Complying with information demand 4.  CMR
  9. 9. And is the money already following the eyeballs? 16 april 2014 Sanoma's view on mobile9 We expect the premium sales to surpass the desktop premium sales Mobile traffic surpassed desktop traffic When we look at NU.nl it looks like advertisers are about 3 years behind 2011 2014
  10. 10. It is not a question if you “believe in mobile” 16 april 2014 Sanoma's view on mobile10 Mobile devices are here and are a part of the total customer journey and value And more fragmentation will arise that will result in challenges but also a lot of opportunities
  11. 11. Sanoma believes in an integrated approach towards advertisers …without forgetting to utilize the unique possibilities of every device 16 april 2014 Sanoma's view on mobile11 1. 2. 3. desktop tablet smartphone appweb x. 4. 5. From selling devices and products To selling brands, target audiences and solutions
  12. 12. Because it is all about the customer journey… …where we create valuable touch points 16 april 2014 Sanoma's view on mobile12
  13. 13. And how do we create added value to the advertiser
  14. 14. What we already do: ADAPT mobile 16 april 2014 Sanoma's view on mobile14
  15. 15. 16 april 2014 Sanoma's view on mobile15 “The performance of tablet and desktop is similar” “Smartphone shows lower results than desktop, but this is improving fast.” Bear in mind: consumers often start the funnel on a smartphone and finish it on a tablet or desktop tablet smartphone 25% 20% desktop 55% 25% 15% 60% What we already do within our portfolio; 2 examples as to lead generation
  16. 16. 16 april 2014 Sanoma's view on mobile16 What we already do: Performance Partnerships
  17. 17. What this unit does 16 april 2014 Sanoma's view on mobile17 By combining data, technology and service, we offer the most effective way to activate your target audience. GOALS §  #1 player in market for high quality leads §  Increase share of wallet §  Partnerships with other (publisher) networks §  Performance advertising competence center
  18. 18. Our clients 16 april 2014 Sanoma's view on mobile18
  19. 19. The skills we use 16 april 2014 Sanoma's view on mobile19 Data TechnologyService Marketing Online Marketing Design Conversion Optimization Display Advertising Direct Marketing Lead Generation Affiliate Marketing Data Science Web Development Content production
  20. 20. Google benefits from growing performance based budgets and the ‘last cookie counts’ law 16 april 2014 Sanoma's view on mobile20 Global mobile advertising revenue in $ millions 2007 2013E2008 2009 2010 2011 2012 $ 8.000 $ 4.000 $ 16.000 $ 12.000 search display messaging Source: Business Intelligence – Mobile report We have to increase our understanding of consumers’ behaviour to drive the action (AIDA)
  21. 21. And we partner up with Criteo to make display more action based 16 april 2014 Sanoma's view on mobile21
  22. 22. The creatives we make and/or optimize 16 april 2014 Sanoma's view on mobile22
  23. 23. The landing pages we make and/or optimize 16 april 2014 Sanoma's view on mobile23
  24. 24. How to optimize the performance of your mobile landing page 16 april 2014 Sanoma's view on mobile24 DO Be accessible
  25. 25. How to optimize the performance of your mobile landing page 16 april 2014 Sanoma's view on mobile25 DO Be fast
  26. 26. How to optimize the performance of your mobile landing page 16 april 2014 Sanoma's view on mobile26 DO Be thumb friendly
  27. 27. How to optimize the performance of your mobile landing page 16 april 2014 Sanoma's view on mobile27 DO Be local
  28. 28. How to optimize the performance of your mobile landing page 16 april 2014 Sanoma's view on mobile28 DO Be brief and action compelling
  29. 29. Next steps
  30. 30. Move from big data to big insights 16 april 2014 Sanoma's view on mobile30
  31. 31. Move forward in multi-channel targeting 16 april 2014 Sanoma's view on mobile31
  32. 32. Increase AIDA partnerships 16 april 2014 Sanoma's view on mobile32 Exclusive content (desire) Click through? ja nee Form sent? nee Form (conversion) RTB E-mail Confirmation (pre-test drive) ja Exclusieve proefritExtra info (post-test drive) SALE Evaluation (aftersales)
  33. 33. Extend audience, data and technology with partnerships 16 april 2014 Sanoma's view on mobile33 Partnerships
  34. 34. Any questions? You can also visit www.AdverterenBijSanoma.nl or download our iPad app

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