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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