Branded Content kent vele vormen. Van een gezamenlijk content platform, print specials, online advertorials tot op maat gemaakte magazines. Sanoma heeft veel van die mogelijkheden in huis en aan de hand van praktische cases, voorbeelden en bijzondere partnerships komen vele inspirerende vormen langs.
2. (Branded) Content
1. What is branded content?
2. Why do we do it and is it growing?
3. Branded content in Sanoma’s commercial strategy
4. Some tools-cases
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19 February 2014
Presentation name
9. Native
advertising
And native advertising
is NOT:
Traditional banner or
display ads
Automatic
Good native advertising is:
Delivered to the user in
the form of content
Not disruptive
Relevant to the user
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19 February 2014
Presentation name
12. Branded Content Onderzoek Sanoma 2012
Algemeen
Wees relevant, informatief & actueel
Zorg voor nieuwswaarde
Duidelijk en overzichtelijk weergeven
Niet te commercieel karakter
Om de merkherkenning te optimaliseren is het aan
te raden het merk in de eerste alinea te noemen
PC, laptop
Geef tips en adviezen
Mogelijkheid voor meer informatie door intensief
leesgedrag
Kop moet maximaal triggeren vanwege lagere
bezoekfrequentie
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19 February 2014
Presentation name
Smartphone
Kort en bondig
To the point: "what's in it for me"
Nieuwswaarde relatief belangrijk
Tablet
Bied uitgebreide en rijke content aan
(bijv video, games)
Zorg voor interactie
Maak boodschap persoonlijk relevant
13. Positieve waardering Branded Content
Deze pagina is gemaakt om mij
producten te verkopen
Print: Advertentie
85%
36%
Print: Branded Content
83%
50%
Online: Rectangle
78%
37%
Online: Branded Content
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Deze pagina is gemaakt om mij te
vermaken
74%
61%
19 February 2014
Presentation name
15. The added value
of branded content
Trustworthy and
reliable
Great
entertainment
value
Consumers
enjoy reading it
The brand
consideration
grows
Bron: onderzoek Sanoma / mediatest 2012
Brand
awareness is the
basis for
effective
branded content
22. Categories of Solutions
1
2
3
4
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
31. Case: Histor
Solution in 4 stages:
1) Call: make this cupboard unique. Influencers /
bloggers played important role
2) Judging: a jury with the editor in chief from
101 woonideeën judged 2000 applications.
3) Event: the cupboards where painted in Piet
Hein Eek’s studio
4) Reporting: in Grazia, Marieclaire, vtwonen,
101 WI, Athome, adding a mini booklet, 10
how-to video’s
Results:
a lot of buzz through the influencers,
activation: 2000 applications, generating
earned media and a lot of content
33. Case: Etos
Solution:
Being part of the Customer Journey of first
time mums through a catalogue
Together with advertisers
Discountcoupons for mums
Distribution:
This spring in store
And part of the Ouders van NU babybox
35. Case: McDonald’s
Solution:
Mums of Holland are watching McDonald’s and
search for the answers the questions other mums
have. At farmers, in the kitchen etc.
They tell their story.
Results:
Stories where published in print and online
media.
Libelle Nieuwscafe event on the topic of
quality and origin of food.
36. Case: Kamer van koophandel
Challenge:
Inspire and inform small businesses
37. Case:
Kamer van Koophandel
Solution:
an online inspiration platform, available for
tablets, smartphones and desktops
Results:
Offers inspiration
Connects
Creates traffic to Ondernemersplein.nl
39. Case: E.ON
Solution:
- E.ON magazine print: the backbone of
the formula
- E.ON magazine digital
- E.ON magazine newsletter
40. Case: e.ON
Results:
E.ON magazine
- satified customers, score 7,3
- reading penetration 57%
- 67,9% feels a connection with E.ON because of
magazine
E.ON magazine digital
- reuse of content from the print magazine
- archivefunction
- positive effect on SEO and traffic on eon.nl
E.ON magazine newsletter
- 10.000 visitors every edition, 4 times above
benchmark
- open rate: 57,5%
- click through rate: 15,7%