1. 1. The future of advertising The journey of a media company Marc Stubb CCO Sanoma
2. 2. From Space to Solutions
3. 3. Publishing in the 21st century is creating relevant infrastructure for existingneeds
4. 4. Space toSolutions Why?
5. 5. marketing budget is limited and sales budget is unlimited
6. 6. The last cookie counts!
7. 7. Inspire Involve Interact
8. 8. Paid Owned Earned More BudgetLess budget
9. 9. Get out of the middle Added value Commoditization Sell views Automation Enrich reach
10. 10. Solutions: 4 categories
11. 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. 12. Content Data Insights Infrastructure Platforms Solutions
13. 13. Some examples
14. 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. 15. 1. Improved advertising (tools, ROI)
16. 16. Improved Advertising: Startpagina Search High conversion Curated search instead of algorithm Clearresult pages Based on searches users
17. 17. Automation canalsobeim proved advertising
18. 18. Premium Premium Run of Network ADAPT/ RTB (build up profiles) House Ads Improved Advertising: Automatedtr ading
19. 19. Improved Advertising: ADAPT
20. 20. 21 How mobile changed the world
21. 21. 22 Improved Advertising: Mobile The consumer is alreadythere 23%Consumer time spent on mobile 1%Media budget advertisers
22. 22. 11October 2013 Presentationname23 Improved Advertising: Dashboard
23. 23. 2. Content Marketing
24. 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. 25. Content Marketing: Intelligent Content Platform 1. Content Library 2. Data 3. Distributie Goal: Right message Right moment Right receiver
26. 26. SOCIO- DEMO NAWT BUY DRIVING PROFILE CUSTOMERDATABASE INTELLIGENT CONTENT PLATFORM READ CLICK BEHAVIOUR SHARE ENRICH PROFILE Content Marketing: Intelligent Content Platform
27. 27. 3. AIDA Partnerships
28. 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. 29. ailingOproep site Terugkoppeling AIDA Partnerships: Het testpanel.nl
30. 30. AIDA Partnerships: Performance Partnerships
31. 31. AIDA Partnerships: Performance Partnerships
32. 32. AIDA Partnerships: Performance Partnerships Cross Media High Qualitynetwork Tech & Tools Campaign management
33. 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. 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. 35. 4. Domain solutions
36. 36. Business Partnerships
37. 37. Inspire Inform Order Consumer offering Mosadex Distribution-products Platform Leef.nl Sanoma Marketing, Media consumer insights Domain solutions: Health Care
38. 38. Domain Intermediary
39. 39. Companies Consumers Domain Automotive Autotrader Domain Fashion Fashion Chick Domain Comparison Kieskeurig Platforms Curation, aggregation Enabling commerce
40. 40. 11October 2013 Presentationname43
41. 41. Marc Stubb marc.stubbe@sanoma.com @marcstubbe Korte enqute: www.sanoma.com/eday
42. 42. 11October 2013 Presentationname45 Download de Sanoma Adverteren App voor iPad in de Appstore