Sanoma’s view on mobile

Sanoma’s view on mobile Marc Stubbé April 15th 2014

Index

16 april 2014 Sanoma's view on mobile 2

1. The growth of / shift to mobile

2. How we see added value to advertisers when we look at mobile

So there is a shift to mobile devices

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Mobile is the only growing media channel

Media time consumption share US 2009 - 2013

Source: emarketer/ Business Intelligence – August 2013 in US

45%

25%

17%

9% 7%

4%

44%

26%

16%

8% 8% 6%

43%

26%

15%

7% 7% 9%

42%

26%

14%

6% 5%

12%

38%

20%

12%

4% 5%

20%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

TV Online Radio Print Other Mobile

2009 2010 2011 2012 2013

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Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

2010 2011 2012 2013

Sanoma sees the same trend looking at our digital network

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desktop

tablet (web & app)

smartphone (web & app)

Sanoma network – consumption share per device (based on visits)

Source: Sanoma

In absolute figures our network is growing; however desktop shows a decline

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desktop

tablet (web & app)

smartphone (web & app)

Sanoma network – visits per quarter per device

Source: Sanoma

Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4

2010 2011 2012 2013

+44%

But bear in mind that the unique visitors of desktop remain stable

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Consumption is simply spread over several devices. And again; increased when we look at the total

NU.nl: the monthly views per user increased from 84 in 2010 to 173 in 2013

2007 2014

So more touch points in combination with more knowledge about the consumer (demographic to location, moment, mood) drive the value of our digital assets

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relevance what we know about our consumers

touch points intensified usage

From 1.  Single channel 2.  Limited data 3.  Push marketing 4.  CRM

Towards 1.  Multi-channel 2.  Enriched data 3.  Complying with

information demand 4.  CMR

And is the money already following the eyeballs?

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We expect the premium sales to surpass the desktop premium sales

Mobile traffic surpassed desktop traffic

When we look at NU.nl it looks like advertisers are about 3 years behind

2011 2014

It is not a question if you “believe in mobile”

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Mobile devices are here and are a part of the total customer journey and value

And more fragmentation will arise that will result in challenges but also a lot of opportunities

Sanoma believes in an integrated approach towards advertisers …without forgetting to utilize the unique possibilities of every device

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1. 2. 3.

desktop tablet smartphone

app

web

x. 4. 5.

From selling devices and products To selling brands, target audiences and solutions

Because it is all about the customer journey… …where we create valuable touch points

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And how do we create added value to the advertiser

What we already do: ADAPT mobile

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“The performance of tablet and desktop is similar”

“Smartphone shows lower results than desktop, but this is improving fast.” Bear in mind: consumers often start the funnel on a smartphone and finish it on a tablet or desktop

tablet

smartphone

25%

20%

desktop

55%

25%

15%

60%

What we already do within our portfolio; 2 examples as to lead generation

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What we already do: Performance Partnerships

What this unit does

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By combining data, technology and service,

we offer the most effective way to activate your target audience.

GOALS

§  #1 player in market for high quality leads

§  Increase share of wallet

§  Partnerships with other (publisher)

networks

§  Performance advertising competence

center

Our clients

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The skills we use

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Data

Technology Service

Marketing

Online Marketing

Design

Conversion Optimization

Display Advertising

Direct Marketing

Lead Generation

Affiliate Marketing

Data Science

Web Development

Content production

Google benefits from growing performance based budgets and the ‘last cookie counts’ law

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Global mobile advertising revenue in $ millions

2007 2013E 2008 2009 2010 2011 2012

$ 8.000

$ 4.000

$ 16.000

$ 12.000

search

display

messaging

Source: Business Intelligence – Mobile report

We have to increase our understanding of consumers’ behaviour to drive the action (AIDA)

And we partner up with Criteo to make display more action based

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The creatives we make and/or optimize

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The landing pages we make and/or optimize

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How to optimize the performance of your mobile landing page

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DO Be accessible

How to optimize the performance of your mobile landing page

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DO Be fast

How to optimize the performance of your mobile landing page

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DO Be thumb friendly

How to optimize the performance of your mobile landing page

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DO Be local

How to optimize the performance of your mobile landing page

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DO Be brief and action compelling

Next steps

Move from big data to big insights

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Move forward in multi-channel targeting

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Increase AIDA partnerships

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Exclusive content (desire)

Click through?

ja

nee

Form sent?

nee

Form (conversion)

RTB

E-mail

Confirmation (pre-test drive)

ja

Exclusieve proefrit Extra info (post-test drive)

SALE Evaluation (aftersales)

Extend audience, data and technology with partnerships

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Partnerships

Any questions?

You can also visit www.AdverterenBijSanoma.nl or download our iPad app