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THE ECONOMIST GROUP
DIGITAL EDITION The same weekly package as print, enhanced by technology
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GLOBAL
BUSINESS
REVIEW
The Economist‟s
first bilingual
edition,
designed for
Chinese
readers on
tablets and
smartphones
THE FOOTPRINT
3 A TRULY GLOBAL BRAND
Source: ABC July– Dec 2016 Global Consolidated Media Report
NORTH
AMERICA
751,033 Print 4,678,580 Online
231,516 Digital
LAT-AM 8,572 Print
520,965 Online 26,979 Digital
UK 161,783 Print
1,174.393 Online
79,120 Digital CONT
EUROPE 196,266 Print
2,097,253 Online
111.492 Digital
ASIA
PACIFIC 104.947 Print
2,120,399 Online
123,914 Digital
M.E.
AFRICA 21,408 Print
549,931 Online 24,585 Digital
Worldwide
Print: 1,244,009 weekly print circulation
Online: 11,032,733 monthly unique users
Digital: 597,606 weekly unique users
Global Social Media Community:
29M+ people including
7.6M+ 15.7M+ 14.1M+
THE ECONOMIST
AUDIENCE
THEY ARE IMPORTANT AND INFLUENTIAL 5
*Based on All Employment
Sources: The Economist Subscriber Survey 2012, Worldwide
Print Digital Edition Online
Male 83% 85% 78%
Average Age 50 40 39
Average API US$172K US$137K US$94K
Average HH Net Worth US$1.5M US$1.0M US$795K
Opinion Leaders 66% 62% 59%
Considered an expert in their field 62% 55% 51%
Discuss ideas from The Economist with their peers
71% 67% 67%
WE REACH THEM IN MANY WAYS
6 ECONOMIST MEDIA CHANNELS
© The Economist Group 2016
AUDIENCE EXTENSION
Target a precise audience based on our data and insights
Maximize reach among a
like-minded audience in premium
environments through an alliance of publishers,
Stake out your leadership position with the world‟s foremost brand for global analysis
ECONOMIST.COM
7 THE FLAGSHIP CENTERPIECE IN ENGAGING INFLUENCERS IN ASIA AND GLOBALLY
© The Economist Group 2016
Our flagship site. A global
authority on business, innovation, and politics.
AUDIENCE EXTENSION
8 RE-ENGAGE ECONOMIST READERS AS THEY CONTINUE SEEKING ANALYSIS
© The Economist Group 2016
AUDIENCE EXTENSION
Our flagship site. A global
authority on business, innovation, and politics.
Reach
Economist
readers
everywhere
and target
specific
audience
segments
using 1st and 3rd party data.
IDEAS PEOPLE MEDIA
9 MAXIMIZE SCALE WITH A PREMIUM SELECTION OF INFLUENTIAL PUBLISHERS
© The Economist Group 2016
80+ renowned
business, news and
political sites ensure
maximum reach in a
premium
environment
Our flagship site. A global
authority on business, innovation, and politics.
AUDIENCE EXTENSION
Reach
Economist
readers
everywhere
and target
specific
audience
segments
using 1st and 3rd party data.
INDUSTRY LEADING SCALE
10 ECONOMIST GROUP DIGITAL INCLUDES OWNED AND OPERATED PROPERTIES
AND IDEAS PEOPLE MEDIA NETWORK
Source: ComScore Media Metrix-Media Overview October 2015. © The Economist 2015
40.3 million North America
37 million United States 3.3 million Canada
13.6 million Asia-Pacific
14.7 million Europe
6 million United Kingdom
3.7 million Middle East/Africa
2.6 million Latin America
ONLINE MONTHLY UNIQUE VISITORS (BY REGION)
WHAT WE CAN DO FOR BRANDS
11
Hub+ Media Package
▪ Design, build, and maintenance of hub
and media units
▪ Content media units across Economist.com,
Ideas People Media and Economist apps
▪ Social media amplification on EIU channels
(for EIU branded content)
▪ Paid social media promotion
▪ Paid content syndication
▪ Key performance monitoring and analysis
reports
▪ Optimisation throughout the programme
▪ Dedicated Project Manager and Digital
Strategist
TELL BRAND STORIES BY CREATING
GREAT CONTENT 12
http://huaweibreakthrough.economist.com/
HOW IT WORKS
Advertising units
featuring excerpts
of the content will
run across
Economist media
channels and take
readers to the hub
where the full
content is
available.
13 CREATIVE UNITS ON ECONOMIST DIGITAL EDITION AND ONLINE
Links on content
platforms and/or
social media posts
will further drive discovery.
INSPIRE AND ENGAGE
WITH IMPACTFUL EXECUTIONS
14
HEADLINE TAKEOVER 15
The brand new Headline
Takeover Unit on
Economist.com is a great
way to capture our
readers‟ attention and
share your brand
messaging through this high-impact execution.
Example:
http://www.economist.c
om/?etear=uberbillboard_wayve_test
IN STREAM VIDEO 16
Source: ABC JJ 2014 Global Consolidated Media Report; Social Media figures as of August 31, 2014
Showcase video assets within The Economist‟s content
flow. A brand new opportunity sold on a guaranteed cost
per completed view (CPV).
▪ Large format ad unit is width of Economist content (595x335)
▪ Video appears within articles – 2 paragraphs below the fold
▪ Plays automatically when at least half of the creative is
in view.
▪ Pauses if the user scrolls past it. Plays again when it comes into view
▪ The video disappears after completion
▪ User-initiated sound
▪ Up to 30-secs in length
IN-SCROLL MOBILE
To help brands connect with our on-the go- mobile
audience, we will provide creative assistance and build
great rich media ads using the newest standards in
HTML5, CSS3, and JavaScript.
Readers come across the ads as they scroll downwards,
ensuring a less interruptive experience than interstitials.
The ads take up the entire width of a mobile screen
and can include:
▪ Videos
▪ Slide shows
▪ Lead gen forms
IN-STREAM, NOT INTERRUPTIVE
Program subject to inventory availability and final editorial approval. © The Economist 2015
mobile
Using Smartology technology,
branded content units are
semantically matched to
Economist articles on the
same page.
Readers on The Economist are
presented with a contextually
relevant opportunity to
engage with your brand,
yielding exceptional results.
SMARTMATCH 18
BEYOND ECONOMIST.COM
19
AUDIENCE EXTENSION 20
User visits Economist.comand information on him/her is collected.
User visits other websites.
We identify the user as our target and serve an ad in an appropriate environment.
Reach The Economist audience as they travel across the web.
Audience Extension uses The
Economist‟s unique first party data to
identify our readers as they surf online.
We store information on users who
visited our website in the last 90 days.
Information is only collected on users who have opted in.
We can then re-engage them with an ad on other platforms.
1.
2.
3.
Ideas People Channel is a select
portfolio of 80+ digital publishers
that can deliver an affluent and
influential audience at scale.
Together these publishers
represent a powerful platform to
reach a highly influential
audience in a well-lit and brand-
safe environment.
Through our select digital portfolio,
advertisers can reach the curious
and opinionated within Business,
Global News, Innovation, and
Culture content categories.
IDEAS PEOPLE MEDIA 21
75 million uniques globally; 13 million in Asia
A brand safe, well lit premium network environment that supports high impact brand formats and video
A native platform promoting
sponsored content on
participating IPM sites.
Executions will:
• Appear on prominent positions
including on the home page
and with editorial
• Integrate a 300x250 MPU with
the in-stream placement
• Include headline, text, image
and logo
• Be clearly noted as sponsor
content
BRAND SPOTLIGHT ON
IDEAS PEOPLE MEDIA 22
Sponsored by
Healthcare
and
Technology
Healthcare
and
Technology
Sponsored by
FACEBOOK SPONSORED ARTICLES
This product is only available through The Economist. It cannot be bought in any other way and is the only way to access our social
audience.
Connect with social media readers by
sponsoring Economist posts on Facebook
and corresponding article pages on our
website. The Economist currently has a
Facebook audience of over 6 million and
very high engagement rates.
• Target specific audiences/key markets
with relevant content from The
Economist. Your logo will appear below
the sponsored articles on audiences‟ newsfeed.
• Sponsored articles will be chosen by the
editorial team on themes relevant to
your message with an awareness of what the audience finds of most value.
• Sponsorship is sold on a total CPM, which
includes impressions of the sponsored
articles on Facebook and a roadblock of
the article pages once readers click
through.
Sponsored by
Healthcare and
Technology
23
INSTANT ARTICLES ON FACEBOOK
Instant Articles bring The Economist content closer than
ever to the Facebook users.
Leveraging the same technology used to display
photos and videos, the articles load almost instantly
within the Facebook app instead of redirecting users to
our website.
Seamless reader experience results in articles receiving
more clicks, lower abandon rate and more shares.
Advertising within The Economist Instant Articles gives
you unique access to our Facebook community.
Popular - With over 6.6m fans The Economist is one of
the most followed magazines on Facebook.
Engaged - Our posts generate over 40k daily
interactions (likes, comments and shares).
Young - 37% of our Facebook fans are aged between 25-34.
24
Article in the feed Expanded article In-content ad*
Program subject to inventory availability and final editorial approval. © The Economist 2016
*Facebook allows only static, clickable ads.
DIGITAL EDITIONS
AND
OTHER APPS
THE ECONOMIST DIGITAL EDITION
The Economist‟s Digital Editions offer the chance to
reach mobile and tablet readers with full-page tappable
and interactive ads. It‟s a powerful branding
opportunity enriched with the interactivity and
measurability of digital.
▪ The same lean-back, immersive experience that
readers get in print
▪ Full page ads that catch readers' attention
▪ Rich media capabilities: slideshows, video, interactive
units that link from brand ads (available on the iPad
only)
▪ Average tap through rate: 2%
▪ Complete analytics provided (ad views, tap rates,
time spent, engagement metrics)
26
Source: AAM CMR July – December 2013; Webtrends Jul „12-Dec ‟12. © The Economist Group 2014
A new morning briefing from the editors of The
Economist. Delivered to your smartphone or inbox
before breakfast, it tells you what‟s on the global
agenda in the coming day, what to look out for
in business, finance and politics and, most
important, what to make of it.
The app is updated daily Monday-Saturday and
includes:
▪ Five daily pieces of new content
▪ One daily news wrap-up
▪ One daily market report
▪ Available in three regional versions
(Americas, Europe, and Asia)
▪ $3.99 / month for non-subscribers
▪ Free to Economist subscribers
Available for sponsorship on a weekly exclusive
basis.
ESPRESSO
27 DAILY INTELLIGENCE ON THE GO
Daily intelligence on the go
The Economist Global Business Review is a monthly digest of global business, finance & technology news
from The Economist, delivered on smartphones and tablets.
Read the full contents in English or simplified and complex Chinese and easily switch between the 3 formats.
• Over 600,000 installs since
official launch in June 2015
• 70,000 unique users monthly
THE GLOBAL BUSINESS REVIEW
28 A FIRST IN-MARKET BILINGUAL EDITION OF THE ECONOMIST
Highly effective: Make in India CTR = 13%
Today’s app is sponsored by
Sponsor’s Logo
Sponsor’s Full Page Ad
The Economist is creating film-production level
documentary films designed for the digital age.
These mini movies :
▪ Examine global issues of interest to an
intellectually curious, progressive audience
▪ Utilize the latest advancements in in
documentary film-making
▪ Are designed for digital viewing no matter the
device
http://films.economist.com/
ECONOMIST FILMS
29 FILM STUDIO CALIBER VIDEOS FROM THE ECONOMIST
1843
30 THE ECONOMIST‟S NEW MAGAZINE OF LIFESTYLE, IDEAS, AND CULTURE
Available in print, online and apps, 1843 is the newest addition
to The Economist family. “While The Economist speaks to its
readers with their business heads on, 1843 will talk to them
when they have
their feet up – on
a weekend
break, on holiday,
on a slow Sunday
afternoon, when
they have a little
time to indulge themselves.”
- Emma Duncan, Editor
Find our more here:
https://www.1843ma
gazine.com
Snapchat is a mobile messaging platform for storytelling used by over 100 million people every day.
It allows users to easily share pictures and videos of themselves with friends and the wider world.
Users browse for content in the form of news, features and video from selected media owners.
The Economist is among a select handful of premium publishers that have been invited to this platform.
SNAPCHAT 31
THE ECONOMIST ON
SNAPCHAT DISCOVER EVERY WEEKEND 32
Discover is Snapchat‟s content discovery section that provides users with a curated content experience. The Economist is producing content for Snapchat that aligns with the unique environment in the app but
that remains true to our editorial focus. Stories are shorter, more visual and with a greater emphasis on video.
Program subject to final editorial approval. © The Economist 2016
Click to see video demo
SNAP CHAT AUDIENCE 33
SOURCE: http://mediakix.com/2016/06/snapchat-demographics-infographic-statistics/#gs.Wc_fTPU
SNAP ADS 34
Snap ads are 100% viewable with no risk of ad blocking.
User swipes right to
move to the next story.
Ads will appear in
between pieces of Economist content.
User swipes up to
read content.
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