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.

1. Generate income from your
website
Are you looking for new ways to generate revenue? How about turning
your website into a revenue stream? Welcome to the Council
Advertising Network.
Caron Young

2. A network of local authorities getting
paid to carry high quality advertising on
their websites and intranets.
1network
Financially stretched
© 2014 CapacityGrid Limited 2
Digital assets
Guaranteed revenue
LAUNCH
MAY 2014
30
MEMBERS
END 2014
151
IN TALKS
No investment required

3. Council Advertising Network Service Introduction

5. © 2014 CapacityGrid Limited 5

6. Council Advertising Network Service Introduction
Why CAN?
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
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.

7. Council Advertising Network Service Introduction
How CAN works
The approval process
At 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.
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

8. How the network creates value
Access to the UK’s largest advertising agencies
The 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 scale
In 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 minimisation
It 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 control
The CAN solution offers councils the ability to veto or
remove any campaign running across their digital
estate quickly and at any time.
Flexible inventory
We 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 selection
Advertisement formats should be selected to
minimise intrusion whilst ensuring sufficient yields
can be achieved.

9. 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
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
Platform
Network
Management
Advertising
Sales
Customer
Service

10. Council Advertising Network Service Introduction
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.
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
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

11. Council Advertising Network Service Introduction
The future
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!

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