Presentation at the INMA seminar in Copenhagen "Re-creating Value in An Age of Abundance".

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

5. What advertisers want in print!
Attention
Interest
Desire
Action

6. Develops swedish media houses

8. Acting together

9. “Hybrid media”!

10. Customer case:
Mediamarkt
TV
Print
Banner
Kampanjperiod: mars 2009 (5 dagar)
Print:1 st. uppslag
TV: 168 visningar a’ 20 sek.
Web: 214.000 exponeringar

11. TV
Free
0,42 b €
0,2 b €
Internet
0,5 b €
Newspaper
0,67 b €

12. We get a market of
1,79 b €
instead of
0,67 b €
(total 2,7 b €)
IRM Forecast 2010

13. Daily media
consumption
TV
Radi
o Morning
newspapers
Internet
Evening
newspapers

14. What advertisers want on
Internet!
Attention
Interest
Desire
Action

15. Share of 0,5 b € Internet
advertising
40%
30%
30%
Source: IRM

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

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

21. 1
The product

22. Editorial product
 News
 Niche
 Near
 Ntertainment

23. News creates traffic
 Newspaper circulation:
37 100
 Web site:
171 000 uwb/week
 Loyalty: 4,8
Engagement: 4,0
January 25rd-31st 2010

24. News-team of vk.se in year 2000

25. Getting closer

26. 25-40% of total ad income
comes from real estate,
car dealers and
recruitment

27. Homes

28. Cars

29. Economy/jobs

30. Travel

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

33. 2
Premium ads

35. Premium
ad
offering

39. Useful premium ads

41. 3
Classifieds

43. Lokus

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

45. Family ads

47. Lokus fight

48. 4
Constant
prescence

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%?

51. Packaging

52. Constant prescemce

56. 5
Context ad offering

57. Context ad

58. 6
MSB
Many Small Brooks

59. MSB – Many Small Brooks

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.

62. Tack!

68. What are advertisers
looking for?
Niklas Jonason, Stadsporten Citygate AB, Stockholm,
Sweden
INMA, Copenhagen, February 2010

69. • Jmf int/besök
• Konvertering avslut
• Städa upp katalog
• Städa upp hela