2. Advertising Strategies for
What are advertisers
Local News Web Sites
looking for?
Niklas Jonason, Stadsporten Citygate AB, Stockholm, Sweden
INMA, Copenhagen, February 2010
3. What is strategy?
“…how a battle is fought is a
matter of tactics:
the terms that it is fought on
and whether it should be
fought at all is a matter of
strategy.”
Wikipedia
15. Share of 0,5 b € Internet
advertising
40%
30%
30%
Source: IRM
16.
17. Top ten last week Millions Engage-
uwb/w Loyalty ment
1. Microsoft msn.se network 9,7 5,7 5,4
2. Schibsted aftonbladet.se evening newspaper 5,2 4,7 3,6
1 aggregator
3. Schibsted Blocket.se Classifieds 3,6 3,1 19,3
4 news
4. Wyatt Social Networking sites 3,4 4,5 4,9
5. Eniro.se Yellow Pages 3,2 1,9 5,6
2 social networks
6. Schibsted Hitta.se Yellow Pages 3,0 2,2 3,0
7. Aller Social Network 2,6 4,0 4,2
1 classifieds
8. Tidningsnätet network of local news sites 2,4 3,5 3,3
2 YP
9. Bonnier Expressen.se evening newspaper 2,2 3,5 4,8
10. Bonnier-Stampen bundle 3 metro news sites 1,9 3,5 3,7
+ Google, FaceBook, YouTube…. Source: KIAIndex - JIC for Internet advertising
18.
19. Ad strategy for news site
in local media house
1. An attractive product
2. Premium ad offering
3. Classified offering
4. YP offering
5. Context based ad offering
6. MSB
Brook
20. • ”Internetsäljare är happy loosers,
spelberoende, förlorar 90% av sin tid, måste
dela med sig i jakten,
måste ta ett nej som en medalj och
måste överträffa oddsen”
Kyoo Kim, VP sales MSNBC.com
32. Hyper local ad formats
● Classified ads on postal number
● Car dealer, real estate, recruitement
ads on postal number
● Self service ads for SMEs and associations
on postal number
● Online catalogue service on postal number
● Family ads on postal number
● Sponsored hyper local weather service
44. Lokus 2009
10%
165 k kr/m
3,7 k obj/v 3% 5%
79 k kr/m 50 k kr/m
9% 1,4 k obj/v 1,8 k obj/v
160 k kr/m
2,7 k obj/v 8%
75 k kr/m 3%
1,4 k obj/v 31 k kr/m
4% 1,9 obj/v
109 k kr/m 10%
2,1 k obj/v 71 k kr/m 2%
3,3 k obj/v 31 k kr/m
4% 1,9 obj/v
8%
63 k kr/m
101 k kr/m
2,5 k obj/v 8%
1,9 k obj/v
33 k kr/m
1,4 k obj/v
8%
86 k kr/m 8%
5%
2,1 k obj/v 57,7 k kr/m
x kr/m
3,4 k obj/v
0,4 k obj/v
4%
8% 5%
24 k kr/m
94 k kr/m 52 k kr/m
2,6 k obj/v
4,4 k obj/v 2,4 k obj/v
50. The majority of swedish
companies have no
interactive web site
Schwedische Firmen ohne Interaktive web site
> 10 Angestellte 78%
• älla: SCB 2008
K
< 10 Angestellte 90%?
60. Revenue online
2008
Millions Revenue
Revenue
uwb/w m€ per visit
2010 Loyalty 2008 2008
Expressen.se evening newspaper site 2,2 3,5 8,7 0,03 €
vk.se local news site 0,17 4,8 0,8 0,03 €
sn.se local news site 0,03 3 0,31 0,06 €
bt.no local news site (Norway) 0,11 1,7 9,3 0,2 €
61. Hur når du dina kunder?
= 296.000
Genom NT, Extra, nt.se och 24nt når du 296.000 dagliga kontakter*
Ring 011-200 000 för att synas på rätt sätt!
*Källa: Orvesto, Hermelin. Antalet dagliga kontakter.