Presentation for International Newsmedia Marketing Association seminar on Innovative Advertising, Berlin July 15, 2012

1. The INMA
Innovative Advertising Seminar
Henrik Berger Jørgensen
Partner, Mindshare Norway
Axel Springer, Berlin
June 15, 2012

4. PR Advertising

5. Advertisers’ & Medias’
Quest for a
Common Ground with Readers

6. RELEVANCE
Image by sindesign/flickr.com

7. Who wants to be SECONDARY content?

8. “Advertisers distract users; users ignore advertisers.
Advertisers distract better; users ignore better.”
Seth Goldstein

9. TRUST
Source: Nielsen Global Trust in Advertising Survey 2012

10. of Europeans find
banner ads irrelevant
Source: Nielsen Global Trust in Advertising Survey 2012

11. “Content is something they want to hear;
advertising is something we want to say.”
Faris Yakob

12. Looks like …

20. Context
Values
Credibility
Creativity
Reappraisal
Marked as advertising
Paid for
Editorial approval

21. Digital Insertion

22. KEY METRICS
400.000 clicks
Visitors 6% adult population
1/3 visited more than once
CTR 0,2-0,6%
4/5 read more than 1 article
1 min. pr. session
75% ‘directed to me’
84% ‘usefull information’
84% ‘inspiring’
85% ‘interesting’
94% ‘will read more inserts from Maxbo in future’

24. Beyond advertorials …

25. What will happen this year?
Local campaign for season start
Newspaper, outdoor & online

29. msn: Commercial product

30. (Unpaid) Bloggers

31. Lifestyle: Editorial Content,
insertion & paid ads

34. Editorial content & videos

35. 2012
2011
2010
2009
Partnership Evolution

36. ADVERTISERS PUBLISHERS
• Content/functionality • Traffic/affinity
• Prizes • Publishing systems
• Rights • Content production
• Exclusivity • Journalist know-how
• Branding • Readership insight
• Purpose • Optimisation capabilities
• Credibility • Technology
• Cash • Final cut

37. To Brand or not to Brand …
Image by hvleis/flickr.com

38. What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can g
Image by juvertson/flickr.com

39. Sustainable business model?
Image by lindsay evans/flickr.com

40. This is what norwegian
celebrities look like

41. Ambition Year 2
With very limited budget:
• Reach people under 35 years
• Inform about the purpose
• From 1 day to 1 month

42. Barriere
Extreme clutter, particularily at Christmas
Barriere 1: A lot of „Give money to the poor children of Africa‟-advertising
Image by brian tomlinson/flickr.com

43. Barriere 2
No one wakes up in the morning and thinks today I will give money to charity, in the
same way one might think today I have to remember to buy milk, or today I would like
a new shirt or an ice cream.
Barriere 2: „Poor children in Africa‟ are not relevant. They don‟t fit into the target
group‟s life.

44. Poor children in africa

45. Challenge
How to communicate Red Nose Day so it is relevant to people under 35, stands out in
the clutter, and at the same time inform about the purpose – through a whole month,
with very limited resources?
Challenge: Make any grey November day, a Red Nose day
Image by gamma-ray productions/flickr.com

46. Insight
Red Nose Day does not have to be a pointed finger with pressure to contribute,
rather a campaign that gives people something
Image by ken’s oven/flickr.com

47. Insight 2
Norwegians are a people that need help to warm up and
have fun – some comic relief in their day to day life
Image by dorkesq/flickr.com

48. Brand Cultural
dynamics dynamics
Ideas you
love to share

49. Red Nose Norwegians
is a gift, not need comic
a pointed relief, not
finger more Africa
relief
Everyone has
the right to be
a child

50. Show real people in paid advertising … help discovery

51. Inform & activate through media partnership
1 month on front page

52. Evolving content

53. Share photos on Facebook

54. Livestream photos in banner ads

55. All ads different

57. Livestream where people might need comic relief

58. Integrate Facebook Connect in banners ads

59. Amplification ideas

60. Amplification ideas

61. Earned media

62. 170.000 read articles
89% awareness (before the TV-telethon)
95% awareness people under 35 years