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The Possibilities of Branded Content

NRC helps you to get your message across to the AB1 target group effectively

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NRC XTR adopts a high-quality journalistic approach

to elicit unique knowledge, expertise and

information from an organisation. To this end we use

the best concept developers, journalists and graphic

designers, all content specialists with broad affinity

and substantive knowledge of the subject in

question. This underscores an optimum match

between the brand values of NRC and the advertiser,

so that brand preferences and brand consideration

are positively influenced.

NRC XTR uses a wide range of communication media

available to NRC Media, both in print (NRC Weekdays

and NRC Weekend), as well as our digital channels

(nrc.nl). Depending on the objectives and

requirements, these can also be deployed in a cross-

medial context.

Our missionNRC’s mission is to produce the best journalism in

the Netherlands and then to effectively distribute

this high-quality content. But how can you reach and

mobilise the well-educated and wealthy NRC target

group and connect them to your brand? NRC XTR

will be only too pleased to channel what we do so

well to communicate your message as effectively as

possible to the relevant target group.

NRC XTR - the branded content team of NRC Media - develops unique and relevant content

solutions to realise various marketing and communication objectives. Respectful to readers at all

times, and with the objectives of the client as the departure point, the main focus is always to

inform the NRC target group in a substantive and journalistic manner. Our team will help you to

take a critical look at your planned strategy, so that the content fits seamlessly with your objectives.

Well-educated youth online

Pay only for what was displayed

Proven effectiveness of branded content

High engagement of paying readers

High selectivity in

AB1 target group

Independent, quality journalism

About NRC

Our offeringCustomised to your objectives. We are experts at finding the right peg on which to hang the message you want to communicate as a client, and hitting the journalistic note that our readers are attuned to.

• see XTR content (page 3 to 6)

Your content will be portrayed in words and images within the trusted NRC environment in a tone of voice that will appeal to our readers.

• see Advertorial (page 7)

• see Brand page (page 8)

Branded Content Possibilities

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XTR content: Customisation

It is all about customisation based on your objectives. We fully exploit our knowledge of the target

group and the optimisation possibilities at our disposal, so that a strong and substantive connection

is made with the relevant section of the NRC target group. We then create appealing content from a

journalistic perspective and link it to a larger context (one that’s relevant to the NRC reader). To this

end, we have developed an unique and identifiable XTR label that produces sponsored journalism

in the familiar and reputable NRC style.

Print• Tangible communication with high reach and engagement.

• Excellent way of retaining attention and offering depth.

• Storage and transfer function, and deployable within your own

communication channels (members, customers, etc.).

Optional: online transfer of scrollable PDF

At NRC, we believe that objectives, solutions an payment must be in complete harmony and therefore we have introduced a new payment model. If we are instructed to optimise on content, layout and promotion, payment is calculated on the basis of a quality view. This means you will only pay for a view if a reader reads the article for at least 15 seconds.

TariffsTariffs are available on request.

• Customisation promise (no standard solutions).• NRC XTR assumes responsibility for the complete production of your articles.• A fixed and identifiable XTR look and feel for readers.• Variety in story-telling forms (text & images, info-graphics, video, podcasts, etc.).• Cross medial (print and online: the power of synergy).• Dedicated project manager and content manager.

Optional: qualitative research into brand impact, carried out by an independent research agency, or inclusion in on-going brand research.

Online• Payment model based on quality view.

• Continuous (real-time) optimisation of content, layout and promotion.

• Own partner page within nrc.nl on which all content is visible.

• Content remains findable online.

• Social links that facilitate immediate sharing through Twitter,

LinkedIn and Facebook.

Payment based on quality view

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XTR Content:Examples

Strategic Online PartnershipVodafoneA long-term partnership whereby articles are posted on nrc.nl on a regular basis (and according to a pre-arranged content calendar). It includes a Vodafone partner page within nrc.nl on which all published content (articles, videos, podcasts, etc.) can be found.

Budget indication (net): minimum 50k

Print supplement (XTR) in combination with scrollable PDF ONVZA 12-page supplement in NRC Weekend with a corresponding scrollable PDF promoted by various banner positions.

Budget indication (net): minimum 65k

Cross medial partnershipRoyal CosunA 12-page supplement in NRC Weekend and several half-page articles in NRC Weekdays. In addition to this, an online platform on which all articles are also posted and linked through to by a variety of banner formats on nrc.nl.

Budgetindicatie (net): min 100k

€

€

€

nrc xtr

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XTR Content: Method

To establish a (cross-medial) content plan, it is important that the client’s

(marketing communication) objectives are clearly formulated and

documented. Based on these objectives we create strategy, concept and

media plans.

1. Agency/client shares “creative briefing” with NRC The client and/or media agency sends a briefing with the objective, target group, message and budget to the client leader (account manager).

2. Debriefing with the client NRC reviews and assesses the briefing and, together with the client, delves

deeper into the desired objective.

3. Develop generic strategy, concept & content strategyNRC XTR provides a substantive proposal for the nature of the content,

complete with the associated media deployment. The media channels that are

deployed depend on the objective, because this affects the media mix that is

used (both online and offline). The tariff for a quality view (online deployment

of XTR content) is established on the basis of a “quality score”.

5. Creation, publication & optimisationOnce the proposal has been approved, NRC XTR will compile a content calendar

and planning timeline. Then, together with the client, fine-tune its proposed

implementation during a kick-off session. Besides the client leader, a permanent

project manager and content manager will be appointed for the client, and they

will supervise and support the entire process of creation, publication and

optimisation.

4. Proposal/pitch The strategy, concept and media plans are combined and shared with the client

in the form of a presentation.

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OptimisationThe purpose of branded content is to make an advertiser’s

story as relevant and as interesting as possible for the reader,

so that the latter enjoys reading it and thus reads the whole

article. At the commercial department, we have adopted

measuring options that our editorial staff already use.

Contrary to several other parties, we measure from the

beginning of the campagin in order to meet reader’s

expectations. The data we collate and analyse allows us to

optimise on various devices.

Using Hotjar and Moat we can map out the reader’s scrolling

and reading behaviour, establishing, for example, how far

one reads and where one stops reading. This can vary per

article and per device. Not only must the content of an article

be good, it must also be promoted as effectively and

efficiently as possible.

NRC applies A/B tests to the title of an article and establishes,

for example, what design and format combinations generate

the most quality views. We do not only look at the click.

More importantly, we also check what happens afterwards.

All this takes place with the aim of producing quantitative

and highly effective reach via branded content, with the

maximum engagement of the reader. This work method

results in demonstrable results in boosting positive brand

associations and increasing the consideration and

preferences for a brand.

Measuring effectivenessAt NRC we find it important to measure how effective our

branded content is, which is why we offer the option of

conducting independent research into that effectiveness.

This makes it possible to qualitatively measure how brand

and theme statements are influenced by the campaign. We

are also more than happy to participate in on-going brand

research carried out by the client.

During the past few months, and at the request of NRC,

research agency DVJ Insights have carried out surveys into

several large, branded-content partnerships. DVJ Insights

have reconciled these surveys and has arrived at the

conclusions listed below.

• NRC branded content significantly increases brand

consideration and preference.

• There is a positive match between the brand values of

NRC and those of the advertiser (the brand values of

NRC have an associative effect).

• Laying a clear link between the branded content and the

brand greatly increases the positive image of the brand.

* Source: Benchmark Effectiviteitsonderzoek NRC Branded Content / DVJ Insights

Optimising and Measuring Effectiveness

More positive image*

Clear linking with branded content results in an image of the brand statements that is an average of 34% more positive.

+16%

+36%

+58%

+28%

+23%

+35%

+42%

Not seen Seen

Expertise

Reliable

Innovative

Customer-oriented

Service

Good quality

Personal

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AdvertorialNRC offers the unique opportunity to promote your own

content within the NRC environment with your own

advertorial. The content that you provide will be edited by us

and then promoted in newsletters and bannering on the

homepage, as well as various article pages on nrc.nl.

Characteristics• This product comprises a single article and looks like an

editorial article.

• You determine the content of the advertorial, while NRC

XTR assumes responsibility for editing it and laying it out.

Optional: if you commission three or more advertorials we

will create an overview page in which all advertorials will be

visible within the nrc.nl environment and they will have the

look and feel of the relevant editorial formula.

Native Content: Advertorial

You can communicate your story, in words and images, from your own brand name to the NRC reader. To

this end you can choose between an “Advertorial” within NRC or a “Brand page” that can be designed

according to your own wishes. You decide which option and then provide the relevant content. NRC XTR

is then responsible for editing the content (full production is also an option) and distributing it.

Tariffs

Start-up costs*

Production costs writing/editing

Production costs of banners

Billboard, rectangular, half-page, inter-scroller, below-article advertorial

Promotion package

Bannering, newsletters

* The creation of an advertorial environment, periodic reports, the advertorial will stay online for three months and the option to include links that land directly on the desired page and the implementation of click trackers.

€ 2.500,-

€ 1.500,- / € 500,-

€ 500,- per format

Tariff list

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Brand pageBased on your requirements, NRC can create one or more

pages (brand pages) that fit with your brand and/or

campaign. The brand page will be attractively designed and

will offer several possibilities (including text, photo, video,

animation, transitions, etc.). The text that you provide will be

edited by us and the page will be promoted in newsletters

and bannering on the homepage, as well as in various article

pages on nrc.nl

Characteristics• The creative environment will generate substantial

attention.

• This product can be enriched with several online options

(text, photo, video, animation, transitions, etc.)

• You determine the content of the page, while NRC XTR

assumes responsibility for editing the supplied text and

for the layout.

Native Content: Brand Page

You can communicate your story, in words and images, from your own brand name to the NRC reader.

To this end you can choose between an “Advertorial” within NRC or a “Brand page” that can be

designed according to your own wishes. You decide which option and provide the relevant content.

NRC XTR is then responsible for editing the content (full production is also an option) and

distributing it.

Tariffs

Create brand page *

Production costs of banners

Rectangular advertorial, below-article advertorial

Promotion package

Bannering, newsletters

* The creation of a brand page, editing the supplied text and processing the supplied photos, videos and animations, periodic reports, the brand page will stay online for three months (via specials.nrc.nl/naamcampagne/), and the option to include links that land directly on the desired page and the implementation of click trackers.

€ 3.000,-

€ 500,- per format

Tariff list

9/9 +31 (0)20 755 3053 • brandedcontent@nrc.nl • nrcmedia.nl/en nrc xtr

More than just Articles

Digitalisation forces companies to communicate with their consumers differently. In the field of

journalism, this translates to a myriad of additional possibilities to tell a story. By using podcasts,

live blogs, slowblogs, interactive graphics and videos, we can stimulate and bond with our readers

more powerfully than ever. For each individual story, we check out how best to communicate your

message as effectively as possible!

InfographicsGoogle

PodcastsDeloitte

VideosNS

Custom PublishingONVZ

Would you also like to use branded content to strengthen your brand? Be inspired by nrcmedia.nl/en/branded-content