Branded Content Marc Stubbé CCO Sanoma

(Branded) Content

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1. What is branded content?

2. Why do we do it and is it growing?

3. Branded content in Sanoma’s commercial strategy

4. Some tools-cases

What is branded content?

Branded content Native Advertising

Native Advertising

Native advertising is advertising that delivers

relevant content in a familiar context for the user

Branded Content The creation of, or natural integration, into

original content by a brand

Cannes Lions

Scalability (Automation)

User Engagement (Customization)

Ad

vert

isin

g (

Fo

rmat)

Co

nte

nt (M

ark

etin

g)

Native

Advertising

Matrix

Effective

Contextual

Advertising Branded Content

Advertorials Sponsored Texts

© 2013 DraganVaragic.com

Why branded content?

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Good native advertising is:

Delivered to the user in

the form of content

Not disruptive

Relevant to the user

And native advertising

is NOT:

Traditional banner or

display ads

Automatic

Native

advertising

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Wees relevant, informatief & actueel

Zorg voor nieuwswaarde

Duidelijk en overzichtelijk weergeven

Niet te commercieel karakter

Om de merkherkenning te optimaliseren is het aan

te raden het merk in de eerste alinea te noemen

Kort en bondig

To the point: "what's in it for me"

Nieuwswaarde relatief belangrijk

Geef tips en adviezen

Mogelijkheid voor meer informatie door intensief

leesgedrag

Kop moet maximaal triggeren vanwege lagere

bezoekfrequentie

Bied uitgebreide en rijke content aan

(bijv video, games)

Zorg voor interactie

Maak boodschap persoonlijk relevant

Algemeen Smartphone

PC, laptop Tablet

Branded Content Onderzoek Sanoma 2012

Positieve waardering Branded Content

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Deze pagina is gemaakt om mij

producten te verkopen

Deze pagina is gemaakt om mij te

vermaken

Print: Advertentie 85% 36%

Print: Branded Content 83% 50%

Online: Rectangle 78% 37%

Online: Branded Content 74% 61%

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1. Positive

2. Emotion or arousal

3. Create social currency

4. memory-inducing trigger

5. headlines

6. Quality of the story -informative

BPP

Upworthy

Buzzfeed

Succesfull content rules

Bron: onderzoek Sanoma / mediatest 2012

The added value of branded content

Trustworthy and

reliable

Great

entertainment

value

Consumers

enjoy reading it

The brand

consideration

grows

Brand

awareness is the

basis for

effective

branded content

Branded Content Consument centraal

Relevantie, verrijking , subtiliteit

Branded content and commercial strategy

Sanoma?

From

Space to

Solutions

20

Improved advertising

(tools, ROI)

Content marketing

Partnerships

AIDA

Domain solutions

Effectiveness and efficiency

Owned and earned media

services

Direct Stakeholder in (sales) results

advertiser

Build infrastructure for

demand and supply

Categories of Solutions

1 2 3 4

Content

Data

Insights

Infrastructure

Platforms

Solutions

Improved advertising

(tools, ROI)

Content marketing

Partnerships

AIDA

Domain solutions

Categories of solutions

Contextual advertising Ondernemersplein.nl

e.On

Histor

Etos

McDonald’s

Leef.nl

Langlevejehuis.nl

1 2 3 4

Branded Content

Tools & Examples

Content

Marketing:

Intelligent

Content

Integratie

Sanoma: Supports

Provides content

Takes care of external

placement incl. social

Cost efficient content

Extention of external

organisation towards

editorial office

Create Content

Content library

Distribute Content

Archive Content

Re-use Content

Content

Marketing:

Intelligent

Content

Platform

1. Dynamic

Content Platform

2. Data

3. Distribution

Goal:

Right message

Right moment

Right receiver

SOCIO-DEMO NAWT

BUY DRIVING

PROFILE CUSTOMER DATABASE

INTELLIGENT CONTENT PLATFORM

READ

CLICK

BEHAVIOUR

SHARE

ENRICH PROFILE

Content

Marketing:

Intelligent

Content

Platform

Cases

Case: Histor Challenge: Creating brand activation

Case: Histor

Solution in 4 stages:

1) Call: make this cupboard unique. Influencers /

bloggers played important role

2) Judging: a jury with the editor in chief from

101 woonideeën judged 2000 applications.

3) Event: the cupboards where painted in Piet

Hein Eek’s studio

4) Reporting: in Grazia, Marieclaire, vtwonen,

101 WI, Athome, adding a mini booklet, 10

how-to video’s

Results:

a lot of buzz through the influencers,

activation: 2000 applications, generating

earned media and a lot of content

Case: Etos Challenge: Becoming top of mind when it comes to babies

Case: Etos

Solution:

Being part of the Customer Journey of first

time mums through a catalogue

Together with advertisers

Discountcoupons for mums

Distribution:

This spring in store

And part of the Ouders van NU babybox

Case: McDonald’s

Challenge:

Change perception of food quality and

origin

Case: McDonald’s

Solution:

Mums of Holland are watching McDonald’s and

search for the answers the questions other mums

have. At farmers, in the kitchen etc.

They tell their story.

Results:

Stories where published in print and online

media.

Libelle Nieuwscafe event on the topic of

quality and origin of food.

Challenge:

Inspire and inform small businesses

Case: Kamer van koophandel

Case: Kamer van Koophandel

Solution:

an online inspiration platform, available for

tablets, smartphones and desktops

Results:

Offers inspiration

Connects

Creates traffic to Ondernemersplein.nl

Challenge:

creating ambassadors

and customer loyality

Case: E.ON

Case: E.ON

Solution:

- E.ON magazine print: the backbone of

the formula

- E.ON magazine digital

- E.ON magazine newsletter

Case: e.ON

Results:

E.ON magazine

- satified customers, score 7,3

- reading penetration 57%

- 67,9% feels a connection with E.ON because of

magazine

E.ON magazine digital

- reuse of content from the print magazine

- archivefunction

- positive effect on SEO and traffic on eon.nl

E.ON magazine newsletter

- 10.000 visitors every edition, 4 times above

benchmark

- open rate: 57,5%

- click through rate: 15,7%

Challenge:

Fulfilling the need of consumers to buy and

get advise on healtcare products online

Case: Leef.nl

Case: leef.nl

Solution:

A content and e-commerce platform

A magazine

Newsletters

Case: leef.nl

Contextual advertising

Case: leef.nl

Contextual advertising

Challenge:

Owning subject sustainable living

Case: Langlevejehuis.nl

Case: langlevejehuis.nl

Solution:

Dialogue platform

with tailormade possibilities

for commercial partners

Marc Stubbé marc.stubbe@sanoma.com

@marcstubbe

www.sanoma.nl

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