1. Council Advertising Network
• .gov.uk
• Essential services, content and household decision makers
• Target audiences by region

2. The story of CAN
A lack of scale has traditionally made it hard for local authorities to sell
space on their websites to advertisers economically. They have been
unable to recoup the high cost of administering an in-house team. We
have overcome the scale issue by the development of the UK Council
Advertising Network
National
reach

3. The story of CAN
A lack of scale has traditionally made it hard for local authorities to sell
space on their websites to advertisers economically. They have been
unable to recoup the high cost of administering an in-house team. We
have overcome the scale issue by the development of the UK Council
Advertising Network
National
reach
Segmented
audience

4. The story of CAN
A lack of scale has traditionally made it hard for local authorities to sell
space on their websites to advertisers economically. They have been
unable to recoup the high cost of administering an in-house team. We
have overcome the scale issue by the development of the UK Council
Advertising Network
National
reach
Segmented
audience
1.1m
monthly
unique
users

5. The story of CAN
A lack of scale has traditionally made it hard for local authorities to sell
space on their websites to advertisers economically. They have been
unable to recoup the high cost of administering an in-house team. We
have overcome the scale issue by the development of the UK Council
Advertising Network
National
reach
Segmented
audience
1.1m
monthly
unique
users
14m
monthly
page
impressions

6. The story of CAN
A lack of scale has traditionally made it hard for local authorities to sell
space on their websites to advertisers economically. They have been
unable to recoup the high cost of administering an in-house team. We
have overcome the scale issue by the development of the UK Council
Advertising Network
National
reach
Segmented
audience
1.1m
monthly
unique
users
14m
monthly
page
impressions
Trusted
environment

7. • The Council Advertising Network offers the ability to place
display advertising around specific content on .gov.uk
council websites.

8. Our ten biggest sites…
1.) www.entitledto.co.uk
2.) Birmingham City Council
3.) Dorset County Council (Dorset for You)
4.) Norfolk County Council
5.) Northamptonshire County Council
6.) Derby City Council
7.) London Borough of Croydon
8.) London Borough of Hackney
9.) Wokingham Borough Council
10.) Wrexham County Borough Council

9. The ten biggest councils:
Council
Monthly Page
Impressions
(000s)
Adult
Social Care Auto Benefits
Business
& SME Children
Council
Affairs
Council
Tax Home
Housing &
Regen. Jobs Other Planning
Sports &
Leisure Waste
Entitled to
6,110
- - 6,110 - - - - - - - - - - -
Birmingham City
Council 2,300 12 55 121 12 16 123 48 279 95 236 19 60 205 197
Dorset County
Council (Dorset for
You)
1,020
20 41 71 10 9 51 51 93 51 102 51 153 102 102
Norfolk County
Council
930
121 56 - - 121 65 - 140 - 121 93 - 93 -
Northamptonshire
County Council
810
105 49 - - 105 57 - 122 - 105 81 - 81 -
Derby City Council
780
16 31 39 8 8 39 39 78 39 117 39 86 78 78
London Borough of
Croydon
700
3 14 35 3 3 55 17 93 29 81 18 19 86 62
London Borough of
Hackney
670
3 14 33 3 3 53 16 89 27 78 18 19 83 59
Wokingham Borough
Council
511
5 20 3 3 5 21 9 49 7 128 90 45 34 44
Wrexham County
Borough Council
370
4 4 3 3 1 15 3 93 8 45 - 23 46 11
15,271 294 315 6,512 50 353 522 253 1,291 305 1,083 452 500 906 637
Source: April 2015, Council’s own data

10. Target by location:
• 90% of traffic to local government websites comes from IP
addresses within their region which gives advertisers an
excellent way to target audiences in specific areas.

11. Target by location:
• 90% of traffic to local government websites comes from IP
addresses within their region which gives advertisers an
excellent way to target audiences in specific areas.
• Target specific pages, sections or groups ensuring your
message is delivered in context that ensures relevance to
the audience and so increase response rates.
Target by context:

12. Target by location:
• 90% of traffic to local government websites comes from IP
addresses within their region which gives advertisers an
excellent way to target audiences in specific areas.
• Target specific pages, sections or groups ensuring your
message is delivered in context that ensures relevance to
the audience and so increase response rates.
• Target advertising to specific job functions and groups
based on the council’s own Windows Active Directory
data. e.g. - Finance, C-suite, IT.
Target by context:
Target council staff:

13. Target residential supply - Reach household decision makers, likely
to have just moved house.
Target SMEs - Reach financial decision makers for companies
accessing business rates and support information on council sites.
Relevant segments:
Source: April 2015, Council’s own data
Percentage of
impressions
40.9% 40.9% 41.10% 40.9% 40.9%

14. Case studies – British Gas ECO
Objective
• Target individuals likely to be eligible for free home insulation
• Generate website engagement (enquiries and call backs)
• Up-weight in certain regions based on capacity amongst installers

15. Case studies – British Gas ECO
Objective
• Target individuals likely to be eligible for free home insulation
• Generate website engagement (enquiries and call backs)
• Up-weight in certain regions based on capacity amongst installers
Campaign Deployment
• Placed around benefits, housing and energy saving content on council websites
• Targeted to times of day when household DM most likely to be using site
• Increased impression rates in areas with installer capacity

16. Case studies – British Gas ECO
Objective
• Target individuals likely to be eligible for free home insulation
• Generate website engagement (enquiries and call backs)
• Up-weight in certain regions based on capacity amongst installers
Campaign Deployment
• Placed around benefits, housing and energy saving content on council websites
• Targeted to times of day when household DM most likely to be using site
• Increased impression rates in areas with installer capacity
Results
• 0.4% CTR around energy saving content and housing
• 5 x post click event rates of other placements (anecdotal)
• Performed particularly well on new inventory (councils that had just gone live)

17. Rate card
728/90 leader board

18. Rate card
Multiple call to action i-bar anchored at foot

19. Council Advertising Network
Kieran Kelly
- Digital Business Developer
07988819665
Kieran.kelly@capacitygrid.com

20. Reach Council Decision Makers on their work
intranets
Deliver your campaign to public sector fleet decision makers (Finance, c-
suite, heads of service) across services such as:
• Waste management
• Maintenance
• Planning
• Transportation
• Adult social care (meals on wheels)
• Highways (gritters and street cleaners)
• Environment (electric/hybrid vehicles)
• Public real estate (parks and landscaping)

21. Reach SMEs on Business pages
Business decision makers access council websites to pay business
rates and access regional business support services.
Your fleet campaign can use business rates content pages across
council websites to reach large swathes of senior and financial
decision makers within SMEs across the UK.

22. Reach your target audience using the network:
• Council decision makers
• IT groups on KnowledgeHub
The Council Advertising Network offers IT companies the ability to
place display advertising in front of IT teams as they use their staff
intranets

23. Reach your target audience using the network:
Source: April 2015, Council’s own data

24. Expansion of target audience
INFORMATION TO BE ADDED

25. Case studies - Intranet
Business Media objective CTR (%)
Trustmarque – CURA Targeting IT and wider
council staff
0.13
Macmillan APPG Targeting adult social
care
0.23
Newman University Targeting social care
workers
0.18