Niklas Jonason
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Transcript of Niklas Jonason
Niklas Jonason, Stadsporten Citygate AB, Stockholm, Sweden INMA, Copenhagen, February 2010
Advertising Strategies for Local News Web Sites What are advertisers looking for?
What is strategy?
“…how a battle is fought is a matter of tactics: the terms that it is fought on and whether it should be fought at all is a matter of strategy.”
Wikipedia
Attention
Action
Desire
Interest
What advertisers want in print!
Develops swedish media houses
Acting together
“Hybrid media”!
Print TV
Banner
Kampanjperiod: mars 2009 (5 dagar) Print:1 st. uppslag TV: 168 visningar a’ 20 sek. Web: 214.000 exponeringar
Customer case: Mediamarkt
Newspaper 0,67 b €
Internet 0,5 b €
TV 0,42 b €
Free 0,2 b €
We get a market of 1,79 b € instead of 0,67 b € (total 2,7 b €) IRM Forecast 2010
Daily media consumption
Evening newspapers
Internet
Morning newspapers
Radio
TV
What advertisers want on Internet!
Attention
Desire
Interest
Action
Share of 0,5 b € Internet advertising
40%
30%
30% Source: IRM
1. Microsoft msn.se network 9,7 5,7 5,4
2. Schibsted aftonbladet.se evening newspaper 5,2 4,7 3,6
3. Schibsted Blocket.se Classifieds 3,6 3,1 19,3
4. Wyatt Social Networking sites 3,4 4,5 4,9
5. Eniro.se Yellow Pages 3,2 1,9 5,6
6. Schibsted Hitta.se Yellow Pages 3,0 2,2 3,0
7. Aller Social Network 2,6 4,0 4,2
8. Tidningsnätet network of local news sites 2,4 3,5 3,3
9. Bonnier Expressen.se evening newspaper 2,2 3,5 4,8
10. Bonnier-Stampen bundle 3 metro news sites 1,9 3,5 3,7
Millions uwb/w
Engage- ment Loyalty
+ Google, FaceBook, YouTube…. Source: KIAIndex - JIC for Internet advertising
Top ten last week
1 aggregator 4 news 2 social networks 1 classifieds 2 YP
1. An attractive product 2. Premium ad offering 3. Classified offering 4. YP offering 5. Context based ad offering 6. MSB
Ad strategy for news site in local media house
Brook
• ”Internetsäljare är happy loosers, spelberoende, förlorar 90% av sin tid, måste dela med sig i jakten, måste ta ett nej som en medalj och måste överträffa oddsen” Kyoo Kim, VP sales MSNBC.com
1The product
News Niche Near Ntertainment
Editorial product
Newspaper circulation: 37 100
Web site: 171 000 uwb/week
Loyalty: 4,8 Engagement: 4,0
January 25rd-31st 2010
News creates traffic
News-team of vk.se in year 2000
Getting closer
25-40% of total ad income comes from real estate, car dealers and recruitment
Homes
Cars
Economy/jobs
Travel
● Classified ads on postal number ● Car dealer, real estate, recruitement
ads on postal number ● Self service ads for SMEs and associations
on postal number ● Online catalogue service on postal number ● Family ads on postal number ● Sponsored hyper local weather service
Hyper local ad formats
2Premium ads
Premium ad offering
Useful premium ads
3Classifieds
Lokus
Lokus 2009
9% 160 k kr/m 2,7 k obj/v
5% x kr/m 0,4 k obj/v
4% 109 k kr/m 2,1 k obj/v
8% 101 k kr/m 1,9 k obj/v
8% 75 k kr/m 1,4 k obj/v
8% 86 k kr/m 2,1 k obj/v
5% 50 k kr/m 1,8 k obj/v
10% 165 k kr/m 3,7 k obj/v
8% 94 k kr/m 4,4 k obj/v
3% 31 k kr/m 1,9 obj/v
5% 52 k kr/m 2,4 k obj/v
3% 79 k kr/m 1,4 k obj/v
4% 24 k kr/m 2,6 k obj/v
10% 71 k kr/m 3,3 k obj/v
4% 63 k kr/m 2,5 k obj/v
2 % 31 k kr/m 1,9 obj/v
8% 57,7 k kr/m 3,4 k obj/v
8% 33 k kr/m 1,4 k obj/v
Family ads
Lokus fight
4Constant prescence
Schwedische Firmen ohne Interaktive web site > 10 Angestellte 78%
< 10 Angestellte 90%? • Källa: SCB 2008
The majority of swedish companies have no interactive web site
Packaging
Constant prescemce
5Context ad offering
Context ad
6MSB Many Small Brooks
MSB – Many Small Brooks
Expressen.se evening newspaper site 2,2 3,5 8,7 0,03 €
vk.se local news site 0,17 4,8 0,8 0,03 €
sn.se local news site 0,03 3 0,31 0,06 €
bt.no local news site (Norway) 0,11 1,7 9,3 0,2 €
Millions uwb/w 2010
Revenue per visit
2008
Revenue m € 2008
Revenue online 2008
Loyalty
= 296.000
Hur når du dina kunder?
Genom NT, Extra, nt.se och 24nt når du 296.000 dagliga kontakter*
Ring 011-200 000 för att synas på rätt sätt!
*Källa: Orvesto, Hermelin. Antalet dagliga kontakter.
Tack!
Niklas Jonason, Stadsporten Citygate AB, Stockholm, Sweden
INMA, Copenhagen, February 2010
What are advertisers looking for?
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