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?

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!

8. Inspire Involve Interact

9. Paid Owned Earned
More BudgetLess budget

10. Get out of the middle
Added value
Commoditization
Sell views
Automation
Enrich reach

11. Solutions:
4 categories

12. 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

13. Content
Data
Insights
Infrastructure
Platforms
Solutions

14. Some
examples

15. 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)

16. 1. Improved advertising
(tools, ROI)

17. Improved
Advertising:
Startpagina
Search
High
conversion
Curated
search
instead of
algorithm
Clear
result
pages
Based on
searches
users

18. Automation
can also be
improved
advertising

19. Premium
Premium
Run of Network
ADAPT/ RTB
(build up profiles)
House Ads
Improved
Advertising:
Automated
trading

20. Improved
Advertising:
ADAPT

21. 21
How mobile changed the world

22. 22
Improved
Advertising:
Mobile
The consumer is already there
23%Consumer time
spent on mobile
1%Media budget
advertisers

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Improved
Advertising:
Dashboard

24. 2. Content Marketing

27. 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

28. Content
Marketing:
Intelligent
Content
Platform
1. Content Library
2. Data
3. Distributie
Goal:
Right message
Right moment
Right receiver

29. SOCIO-
DEMO
NAWT
BUY DRIVING
PROFILE CUSTOMERDATABASE
INTELLIGENT CONTENT PLATFORM
READ CLICK
BEHAVIOUR
SHARE
ENRICH PROFILE
Content
Marketing:
Intelligent
Content
Platform

30. 3. AIDA Partnerships

31. 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

32. Mailing Oproep site Terugkoppeling
AIDA
Partnerships:
Het
testpanel.nl

33. AIDA
Partnerships:
Performance
Partnerships

34. AIDA
Partnerships:
Performance
Partnerships

35. AIDA
Partnerships:
Performance
Partnerships
Cross
Media
High Quality
network
Tech &
Tools
Campaign
management

36. 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

37.  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

38. 4. Domain solutions

39. Business
Partnerships

40. Inspire Inform Order
Consumer
offering
Mosadex
Distribution-products
Platform Leef.nl
Sanoma Marketing, Media
consumer insights
Domain
solutions:
Health
Care

41. Domain
Intermediary

42. Companies Consumers
Domain Automotive
Autotrader
Domain Fashion
Fashion Chick
Domain Comparison
Kieskeurig
Platforms
Curation, aggregation
Enabling commerce

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