eDay 2013 - Marc Stubbé - Sanoma
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- 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 marc.stubbe@sanoma.com @marcstubbe Korte enqute:
www.sanoma.com/eday
- 42. 11October 2013 Presentationname45 Download de Sanoma
Adverteren App voor iPad in de Appstore