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The future of advertising
The journey of a media company
Marc Stubbé
CCO Sanoma
From
Space to
Solutions
Publishing in the 21st
century is creating
relevant infrastructure
for existing needs
Space to Solutions
Why?
marketing budget
is limited
and
sales budget
is unlimited
The last cookie
counts!
Inspire Involve Interact
Paid Owned Earned
More BudgetLess budget
Get out of the middle
Added value
Commoditization
Sell views
Automation
Enrich reach
Solutions:
4 categories
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
Content
Data
Insights
Infrastructure
Platforms
Solutions
Some
examples
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)
1. Improved advertising
(tools, ROI)
Improved
Advertising:
Startpagina
Search
High
conversion
Curated
search
instead of
algorithm
Clear
result
pages
Based on
searches
users
Automation
can also be
improved
advertising
Premium
Premium
Run of Network
ADAPT/ RTB
(build up profiles)
House Ads
Improved
Advertising:
Automated
trading
Improved
Advertising:
ADAPT
21
How mobile changed the world
22
Improved
Advertising:
Mobile
The consumer is already there
23%Consumer time
spent on mobile
1%Media budget
advertisers
10October 2013 Presentationname23
Improved
Advertising:
Dashboard
2. Content Marketing
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
Content
Marketing:
Intelligent
Content
Platform
1. Content Library
2. Data
3. Distributie
Goal:
Right message
Right moment
Right receiver
SOCIO-
DEMO
NAWT
BUY DRIVING
PROFILE CUSTOMERDATABASE
INTELLIGENT CONTENT PLATFORM
READ CLICK
BEHAVIOUR
SHARE
ENRICH PROFILE
Content
Marketing:
Intelligent
Content
Platform
3. AIDA Partnerships
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
Mailing Oproep site Terugkoppeling
AIDA
Partnerships:
Het
testpanel.nl
AIDA
Partnerships:
Performance
Partnerships
AIDA
Partnerships:
Performance
Partnerships
AIDA
Partnerships:
Performance
Partnerships
Cross
Media
High Quality
network
Tech &
Tools
Campaign
management
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
 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
4. Domain solutions
Business
Partnerships
Inspire Inform Order
Consumer
offering
Mosadex
Distribution-products
Platform Leef.nl
Sanoma Marketing, Media
consumer insights
Domain
solutions:
Health
Care
Domain
Intermediary
Companies Consumers
Domain Automotive
Autotrader
Domain Fashion
Fashion Chick
Domain Comparison
Kieskeurig
Platforms
Curation, aggregation
Enabling commerce
10October 2013 Presentationname43
10October 2013 Presentationname44
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The Future of Advertising - The journey of a media company