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The Future of Advertising - The journey of a media company

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Both marketeers and media companies are faced with vast changes in media consumption and developments in advertising technology. Consumers shift to mobile, online video and social. Advertisers demand better, measurable results. Targeting techniques, different devices, automated trading and content marketing make advertising a complete new ball game.

What are the solutions to reach and inspire the multichannel customer? And to achieve the branding or ROI results you’re aiming for?

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The Future of Advertising - The journey of a media company

  1. The future of advertising The journey of a media company Marc Stubbé CCO Sanoma
  2. From Space to Solutions
  3. Publishing in the 21st century is creating relevant infrastructure for existing needs
  4. Space to Solutions Why?
  5. marketing budget is limited and sales budget is unlimited
  6. The last cookie counts!
  7. Inspire Involve Interact
  8. Paid Owned Earned More BudgetLess budget
  9. Get out of the middle Added value Commoditization Sell views Automation Enrich reach
  10. Solutions: 4 categories
  11. Categories of Solutions Improved advertising (tools, ROI) Content marketing Partnerships AIDA Domain solutions Effectiveness and efficiency Owned and earned media services Direct Stakeholder in (sales) results advertiser Build infrastructure for demand and supply 1 2 3 4
  12. Content Data Insights Infrastructure Platforms Solutions
  13. Some examples
  14. Categories of solutions Startpagina Search ADAPT Mobiel Dashboard Content library CRM-content Performance & Marketing Partnerships Test panel Kieskeurig.nl YES! Improved advertising (tools, ROI) Content marketing Partnerships AIDA Domain solutions 1 2 3 4 Improved advertising (tools, ROI)
  15. 1. Improved advertising (tools, ROI)
  16. Improved Advertising: Startpagina Search High conversion Curated search instead of algorithm Clear result pages Based on searches users
  17. Automation can also be improved advertising
  18. Premium Premium Run of Network ADAPT/ RTB (build up profiles) House Ads Improved Advertising: Automated trading
  19. Improved Advertising: ADAPT
  20. 21 How mobile changed the world
  21. 22 Improved Advertising: Mobile The consumer is already there 23%Consumer time spent on mobile 1%Media budget advertisers
  22. 10October 2013 Presentationname23 Improved Advertising: Dashboard
  23. 2. Content Marketing
  24. Content Marketing: Intelligent Content Integratie Sanoma:  Supports  Provides content  Takes care of external placement incl. social  Cost efficient content  Extention of external organisation towards editorial office Create Content Content library Distribute Content Archive Content Re-use Content
  25. Content Marketing: Intelligent Content Platform 1. Content Library 2. Data 3. Distributie Goal: Right message Right moment Right receiver
  26. SOCIO- DEMO NAWT BUY DRIVING PROFILE CUSTOMERDATABASE INTELLIGENT CONTENT PLATFORM READ CLICK BEHAVIOUR SHARE ENRICH PROFILE Content Marketing: Intelligent Content Platform
  27. 3. AIDA Partnerships
  28. 10October 2013 Presentationname31 AIDA Partnerships: Het testpanel.nl Consumers:  Free testing  Samples  New products  Discount vouchers  Reviews Advertisers:  Insight & feedback  SEO results  Reliable source  Lead generation  Trial, dialog, WOM
  29. Mailing Oproep site Terugkoppeling AIDA Partnerships: Het testpanel.nl
  30. AIDA Partnerships: Performance Partnerships
  31. AIDA Partnerships: Performance Partnerships
  32. AIDA Partnerships: Performance Partnerships Cross Media High Quality network Tech & Tools Campaign management
  33. MOBILE PRINT ONLINE VIDEO TV RADIO DM EVENTS MARKETING PARTNERSHIPS Marketing Partnerships ontwikkelt titel- en middelenvrije creatieve maatoplossingen voor marketing communicatievragen van adverteerders die ook de doelstellingen van de merken van Sanoma Media ondersteunen. AIDA Partnerships: Marketing Partnerships
  34.  Project Management  Single point of contact  Evaluation AIDA Partnerships: Marketing Partnerships Strategie & Concept Project Management  Supervising (branded content) pitches  Inspiration (branded content) Commerciële Redactie  Strategy & Concept Development  Creative customized solutions  Crossing titels and media  Inspiration  Insights
  35. 4. Domain solutions
  36. Business Partnerships
  37. Inspire Inform Order Consumer offering Mosadex Distribution-products Platform Leef.nl Sanoma Marketing, Media consumer insights Domain solutions: Health Care
  38. Domain Intermediary
  39. Companies Consumers Domain Automotive Autotrader Domain Fashion Fashion Chick Domain Comparison Kieskeurig Platforms Curation, aggregation Enabling commerce
  40. 10October 2013 Presentationname43
  41. 10October 2013 Presentationname44 Download de Sanoma Adverteren App voor iPad in de Appstore
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Both marketeers and media companies are faced with vast changes in media consumption and developments in advertising technology. Consumers shift to mobile, online video and social. Advertisers demand better, measurable results. Targeting techniques, different devices, automated trading and content marketing make advertising a complete new ball game. What are the solutions to reach and inspire the multichannel customer? And to achieve the branding or ROI results you’re aiming for?

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