eDay 2013 - Marc Stubbé - Sanoma
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Monday, March 21, 2022 Presentation name 1 The future of advertising The journey of a media company Marc Stubbé CCO Sanoma
Transcript of eDay 2013 - Marc Stubbé - Sanoma
- 1. The future of advertising The journey of a media company Marc Stubb CCO Sanoma
- 2. From Space to Solutions
- 3. Publishing in the 21st century is creating relevant infrastructure for existingneeds
- 4. Space toSolutions Why?
- 5. marketing budget is limited and sales budget is unlimited
- 6. The last cookie counts!
- 7. Inspire Involve Interact
- 8. Paid Owned Earned More BudgetLess budget
- 9. Get out of the middle Added value Commoditization Sell views Automation Enrich reach
- 10. Solutions: 4 categories
- 11. Categories of Solutions 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 1 2 3 4
- 12. Content Data Insights Infrastructure Platforms Solutions
- 13. Some examples
- 14. Categories of solutions Startpagina Search ADAPT Mobiel Dashboard Content library CRM-content Performance & Marketing Partnerships Test panel Kieskeurig.nl YES! Improved advertising (tools, ROI) Content marketing Partnerships AIDA Domain solutions 1 2 3 4 Improved advertising (tools, ROI)
- 15. 1. Improved advertising (tools, ROI)
- 16. Improved Advertising: Startpagina Search High conversion Curated search instead of algorithm Clearresult pages Based on searches users
- 17. Automation canalsobeim proved advertising
- 18. Premium Premium Run of Network ADAPT/ RTB (build up profiles) House Ads Improved Advertising: Automatedtr ading
- 19. Improved Advertising: ADAPT
- 20. 21 How mobile changed the world
- 21. 22 Improved Advertising: Mobile The consumer is alreadythere 23%Consumer time spent on mobile 1%Media budget advertisers
- 22. 11October 2013 Presentationname23 Improved Advertising: Dashboard
- 23. 2. Content Marketing
- 24. Content Marketing: Intelligent Content Integratie Sanoma: Supports Provides content Takes care of external placement incl. social Costefficient content Extention of externalorganisationtow ards editorial office Create Content Content library Distribute Content Archive Content Re-use Content
- 25. Content Marketing: Intelligent Content Platform 1. Content Library 2. Data 3. Distributie Goal: Right message Right moment Right receiver
- 26. SOCIO- DEMO NAWT BUY DRIVING PROFILE CUSTOMERDATABASE INTELLIGENT CONTENT PLATFORM READ CLICK BEHAVIOUR SHARE ENRICH PROFILE Content Marketing: Intelligent Content Platform
- 27. 3. AIDA Partnerships
- 28. 11October 2013 Presentationname31 AIDA Partnerships: Het testpanel.nl Consumers: Free testing Samples New products Discount vouchers Reviews Advertisers: Insight& feedback SEO results Reliable source Lead generation Trial, dialog, WOM
- 29. ailingOproep site Terugkoppeling AIDA Partnerships: Het testpanel.nl
- 30. AIDA Partnerships: Performance Partnerships
- 31. AIDA Partnerships: Performance Partnerships
- 32. AIDA Partnerships: Performance Partnerships Cross Media High Qualitynetwork Tech & Tools Campaign management
- 33. MOBILE PRINT ONLINE VIDEO TV RADIO DM EVENTS MARKETING PARTNERSHIPS Marketing Partnerships ontwikkelt titel- en middelenvrije creatieve maatoplossingen voor marketing communicatievragen van adverteerders die ook de doelstellingen van de merken van Sanoma Media ondersteunen. AIDA Partnerships: Marketing Partnerships
- 34. Project Management Single point of contact Evaluation AIDA Partnerships: Marketing Partnerships Strategie & Concept Project Management Supervising (branded content) pitches Inspiration (branded content) Commercile Redactie Strategy& Concept Development Creative customizedsolutions Crossing titels and media Inspiration Insights
- 35. 4. Domain solutions
- 36. Business Partnerships
- 37. Inspire Inform Order Consumer offering Mosadex Distribution-products Platform Leef.nl Sanoma Marketing, Media consumer insights Domain solutions: Health Care
- 38. Domain Intermediary
- 39. Companies Consumers Domain Automotive Autotrader Domain Fashion Fashion Chick Domain Comparison Kieskeurig Platforms Curation, aggregation Enabling commerce
- 40. 11October 2013 Presentationname43
- 41. Marc Stubb [email protected] @marcstubbe Korte enqute: www.sanoma.com/eday
- 42. 11October 2013 Presentationname45 Download de Sanoma Adverteren App voor iPad in de Appstore