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Presentation on turning websites into revenue streams by Caron Young from the Council Advertising Network. Presented at Really Useful Day: Digital Service for all in Doncaster on 2 December 2014.
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Are you looking for new ways to generate revenue? How about turning your website into a revenue stream? Welcome to the Council Advertising Network.
Generate income from your website
Caron Young
© 2014 CapacityGrid Limited 2
A network of local authorities getting
paid to carry high quality advertising on
their websites and intranets.
Digital assets
Guaranteed revenue
Financially stretched
1 network
LAUNCHMAY 2014
30MEMBERSEND 2014
151IN TALKS
No investment required
Council Advertising Network Service Introduction
© 2014 CapacityGrid Limited 5
Why we created the Council Advertising Network
We created the Council Advertising Network to remove the many hurdles that councils faced when deciding to carry advertising on their websites.
• Profile with advertisers
• Resource requirement
• Low yield from exchanges
• Content control
• User experience
• IT security
Council Advertising Network Service Introduction
Why CAN?
The time and resource required to sell and manage advertising can easily outweigh the returns generated. Local direct sales are often labour intensive and offer small amounts of revenue. Automated advertising exchanges deliver very low yields and require substantial and consistent management.
In order to offer advertising on a council website you need assurances around content control that are either hard to guarantee or resource intensive to police. And you need to avoid intrusive advertising formats which reduce the quality of the user experience and can distract users from completing tasks.
While councils who are able to apply considerable staff time are able to address some of these issues alone, we recognised the opportunity to combine the digital estate of a network of local authorities in order to increase the attractiveness of the offer to advertisers and benefit from economies of scale.
The approval processAt the end of each month we will supply you with a list of campaigns. You have total power of veto. Below are some example campaigns and creative that you might expect to receive.
Council Advertising Network Service Introduction
How CAN works
Brand Campaign
Microsoft Office 365
Gov UK Exporting is great
Stiefel Laboratories Knee pain
University of Birmingham MBA
Weight Watchers Weightwatchers
Total Jobs Group Ltd Job Search
UNISON UK Recruitment
The Money Advice Service Budgeting and debt awareness
British Gas Free home insulation
BT Consumer Broadband
COI Change4Life
DOE Seatbelts Car Safety
Glaxo Smithkline Niquitin - Smoking cessation
Save the Children Appeal
Tesco Shop online
How the network creates value
Access to the UK’s largest advertising agenciesThe UK’s largest advertisers use advertising agencies as an efficient way to run large multi-media campaigns. These agencies control the majority of advertising spend in the UK and so access to these decision makers is key to achieving high, long-term sustainable income from web advertising.
Network scaleIn isolation, councils will not be able to command
the attention of premium, large advertisers, but as part of a nationwide network of council websites, they can leverage combined scale to secure high yields.
Cost minimisationIt is essential that costs are minimised in order to maximise yield. The CAN advertising solution is quick to implement, cost as little as possible and requires minimal time to manage.
Content controlThe CAN solution offers councils the ability to veto or remove any campaign running across their digital estate quickly and at any time.
Flexible inventoryWe purposely leave advertising inventory available to you to carry house advertisements and campaigns, to offer to small local business and charities, or to sell yourself to local companies.
Sensitive advertisement selectionAdvertisement formats should be selected to minimise intrusion whilst ensuring sufficient yields can be achieved.
Council Advertising Network Service Introduction
How CAN works
Key Features
• A minimum of 50% of
advertising revenue goes
straight to network
partners.
• No upfront investment for
councils joining the
network.
• No costs or management
fees ever.
• No lengthy contract. An
initial 12 month contract,
with a 6 month notice
period.
Key Benefits
• Higher yields due to
combined council network
scale and access to larger
advertisers.
• Flexibility to support local,
national and house
advertisers.
• Total control over content. No
risk to your reputation.
• Underpinned by a secure IT
infrastructure.
Advertising
PlatformNetwork
Management
Advertising
Sales
Customer
Service
Financial projection and assumptions
CAN is offering a 50% share of all revenue generated from advertising across your sites. The revenue we retain covers all ad serving, sales and staff costs associated with the delivery of the service.
Projections are based on estimated page impressions and will require validation from the council web team. They assume:
• No organic growth in page impressions
• 50% revenue share does not increase
• Less than 10% of campaigns are vetoed
Council Advertising Network Service Introduction
Site Average monthly page impressions Forecast value of advertising per annum
Website Xweb £XWincome
Intranet Xintranet £XIincome
Larger digital estate - -
Total £Total of above
Revenue share £Xincome
This would be just the beginning…..
The speed at which councils are signing up to the Council Advertising Network proves to us there is an appetite for generating income from website advertising. But for our members this would be just the beginning. There are a number of different solutions CAN will be developing in the next year to dramatically improve the use our members digital assets!
Council Advertising Network Service Introduction
The future
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© CapacityGrid 2014
Katie WrightBusiness Development Director
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T: +44(0) 7XXX XXXXXX
