from the one-page print advertorial to the digital brand

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From the one-page print advertorial to the digital brand hub: The evolution of native advertising at Deutsche Bahn

Deutsche Bahn AG | 16 November 2016

Content marketing requires a strong focus on customers' needs –relevance is key

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Advertising Content marketing

Inventing stories Finding stories

Awakening needs

Creating an ideal world

Push

Satisfying needs

Showing an authentic world

Pull


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This year has seen a coordinated campaign entitled "This time is yours"

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"Aimed at couples and families target group"

Content marketing

June to SeptemberJanuary to February

August to September

"Speed"Advertising fast connections in

Germany

"Competition-based approach with focus on BahnCard"

Maintopics:

Content:

2016


Content works in a fragmented media reality, not a linear customer journey. We therefore think in terms of content moments


Sale

Awareness Argumentation Activation

Aha moment

Wow moment

Oh-yes moment

Inspiration

Imagination

PerformanceNew customers

Existing customers

DB offers an aha moment,providing content that inspires the target group to think more about

quality time.

DB creates wow moments in the target group's media

environments by linking the content to specific product

benefits.

DB creates an oh-yes moment by presenting the right

message and right offering at the right moment.

Native advertising

Retargeting


Paidcontent

Earnedcontent

Sharedcontent

Ownedcontent

How Native advertising fits into the PESO MODEL

SEAInfluencer marketingNative advertising

SEOInfluencer relationsOnline PR

ViralsWord of mouthNative advertising

Website & blogsSocial media

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Native advertising is the rising star of the advertising world. What does this mean for Deutsche Bahn ?



Print advertorials

Online advertorials Cross media Digital brand hub

PRINT ONLINE MOBILE SOCIAL MEDIA

The evolution of Native ads

20162008 2012

Native advertising

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Native advertising = branded content in editorial environment

ü Is labelled as an advertisement but follows the style and visuals of the platform on which it appears

ü Advertising content fits seamlessly into the editorial content in terms of appearance and content

ü The aim is for the advertising's look and content to integrate itself into the web content, making it less intrusive and more relevant for the user

ü Presenting the message in a less promotional way enables users to engage more deeply with the brand content


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Native advertising is an effective instrument in content marketing. Its strengths lie in raising awareness and boosting a company's image. It can accompanied sales campaigns.

§ High reach among target group§ Recommends product experience§ Viral§ Addresses target groups interactively§ Cross-platform (multi-channel)

Awareness

Image

Accompanying sales

§ Efficient and emotive brand presentation§ Credibility§ Authenticity§ Recommends product experience

§ Supported by offers appropriate to target groups § Credible placement of products in media formats, e.g.

as enabler for a (video) format§ Important: no direct exhortation to purchase; should

simply put a spotlight on product features


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Native advertising comes in different forms. They all have one thing in common: they are more content than "advertising".

ü Content is embedded in a natural editorial spaceü Sufficient labelling is important


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Quantitative and qualitative KPIs measure the success of native advertising campaigns.

Picture source: syntelic.com

Quantitative KPIs Qualitative KPIs

ü Unique usersü Views (ad/page impressions)ü CTRü Penetration ü Contacts in millionsü OTS (contacts in millions/penetration in millions)ü Advertising impact (penetration in % x OTS)ü Cost per clickü Cost per viewü Number of messages readü Number of competition participantsü Average view time (minutes)ü Number of likes/dislikes/reactions/comments ü Bounce rate

ü Sentiment ratio (in %)ü Engagement rate (in %)ü Share of voice (in %)ü Average view time (minutes)ü (Cost per engagement)


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Added value for measurability and monitoring success


Ø Dashboard Simple ReachThe Tool measures the performance of our Native advertising content in real time and gives us the opportunity toimprove the content quickly and accurately.

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Lessons: the labelling, quantity, topics and presentation of native advertising are key to its success and acceptance.

ü It is necessary to develop a native content strategy together with the publisher.

ü Advertising messages must be compatible with editorial content and context.

ü Native advertising requires good judgement from both sides – publisher and brands.

ü When native advertising campaigns are done well, they are an opportunity for brands to place their message in the user's environment in a 'natural' way, making consumers more receptive to the product.


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Case “This time is yours.”

Target group: "couple"


Deutsche Bahn AG | 16.11.201617

Wow moment Relevant native content is shown to the target group during the campaign and brought together on a platform (branded hub)

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Sunshine, beaches, cities: beach bars

Editorial content

Relaxing for two: cosy hotels

Researcher discusses 36 questions for lovers

Digital detox: What happens when you turn your mobile phone off

The biochemistry

of love

City breaks for couples

Excursion tips for couples

Relationship types

ArticleThe magic of eye contact

Advertising content

Cinemagraphs: I still love you

Branded video Expert tips for long relationships

Listicle: The secrets of happy

couples

Decision tree Planning journeys

Test: Is your relationship

stuck in routine?

Graphics: Motivation

Listicle: Couples'

secret codes

DB image banner

8 pieces of editorial content

8 pieces of Deutsche Bahncontent


Retargeting overview: target group-focused and interest-based presentation of all content measures

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Aha moment Wow moment Oh-yes moment

focus.de

Bahn.de/zeitzuzweit

§ User watching the film on FB or YT is tagged and added to an anonymised user list.

Public Relations

Bahn.de/Sparpreis

§ Visitors to the focus.de branded hub are tagged using a pixel.

§ They are then shown sales banners directly.

§ Users can then be shown image advertising and, later, sales banners.

§ Max. frequency capping of four per user/day


20 Deutsche Bahn AG | 16 November 2016

from the one-page print advertorial to the digital brand

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