De rol van een uitgever in een veranderende advertising markt

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De rol van een uitgever in een veranderende advertising markt

  1. 1. Sanoma Media Netherlands Stefan Havik
  2. 2. Helping people access and understand the world. A world full of opportunities and experiences – a world to explore, influence or share. Working together with our customers, we create high quality, relevant, captivating content: information, inspiration, education and entertainment, across media in multiple channels. We serve their individual needs to develop themselves and enjoy their lives. Sanoma:
  3. 3. “Marketing budget is limited, sales budget unlimited” Performance Based:
  4. 4. Performance Based Sucks!
  5. 5. Performance Paradox Price  Leads 1 1 100 100 Law of diminishing returns
  6. 6. Not a charge model, but necessary added value Performance Based:
  7. 7. CPA is just a way to reduce risk Charge models:
  8. 8. CPA shifts the way we optimize (focus on my own ROI) Charge models:
  9. 9. CPM is the fastest growing currency Charge models:
  10. 10. Optimization and proof Performance Based:
  11. 11. Agency fee Publisher revenue
  12. 12. Automation
  13. 13. Publisher revenue Agency fee SSP’s, DSP’s, DMP’s, Technology providers, Data providers, tradings desks….
  14. 14. Adding value
  15. 15. Data Trading & optimization Technology as a service
  16. 16. Offer the most effective way to activate an audience Our goal:
  17. 17. Combine data, technology and optimization How:
  18. 18. Technology
  19. 19. Optimization finding the balance between the right price and volume
  20. 20. Context Creatives Device Audience
  21. 21. Data
  22. 22. Example
  23. 23. Site Zone Page Placement Context
  24. 24. Creatives
  25. 25. Devices
  26. 26. Data Interest Intent
  27. 27. Interest data
  28. 28. Intent data
  29. 29. Results CTR + 6% CCR + 42% CTR + 33% CCR + 64%
  30. 30. 1. Extra revenue source Why we use affiliate marketing: 2. Insights and data source 3. Hassle free (low cost of sale)
  31. 31. “Affiliate sites”
  32. 32. Affiliate revenue 2013
  33. 33. Affiliate revenue 2013
  34. 34. What’s Next?
  35. 35. Data science
  36. 36. Cross Media
  37. 37. Goals
  38. 38. 1. Performance Based ≠ CPA Takeaways 2. Focus on your valuable assets 3. Prepare for the data age
  39. 39. Questions?

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