Download - 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
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
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
Newspaper circulation: 37 100
Web site: 171 000 uwb/week
Loyalty: 4,8 Engagement: 4,0
January 25rd-31st 2010
News creates traffic
● 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
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
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
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.
Niklas Jonason, Stadsporten Citygate AB, Stockholm, Sweden
INMA, Copenhagen, February 2010
What are advertisers looking for?