sanoma’s view on mobile
DESCRIPTION
The growth of / shift to mobile and how we see added value to advertisers when we look at mobileTRANSCRIPT
Sanoma’s view on mobile Marc Stubbé April 15th 2014
Index
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1. The growth of / shift to mobile
2. How we see added value to advertisers when we look at mobile
So there is a shift to mobile devices
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Mobile is the only growing media channel
Media time consumption share US 2009 - 2013
Source: emarketer/ Business Intelligence – August 2013 in US
45%
25%
17%
9% 7%
4%
44%
26%
16%
8% 8% 6%
43%
26%
15%
7% 7% 9%
42%
26%
14%
6% 5%
12%
38%
20%
12%
4% 5%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
TV Online Radio Print Other Mobile
2009 2010 2011 2012 2013
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Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2010 2011 2012 2013
Sanoma sees the same trend looking at our digital network
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desktop
tablet (web & app)
smartphone (web & app)
Sanoma network – consumption share per device (based on visits)
Source: Sanoma
In absolute figures our network is growing; however desktop shows a decline
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desktop
tablet (web & app)
smartphone (web & app)
Sanoma network – visits per quarter per device
Source: Sanoma
Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4
2010 2011 2012 2013
+44%
But bear in mind that the unique visitors of desktop remain stable
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Consumption is simply spread over several devices. And again; increased when we look at the total
NU.nl: the monthly views per user increased from 84 in 2010 to 173 in 2013
2007 2014
So more touch points in combination with more knowledge about the consumer (demographic to location, moment, mood) drive the value of our digital assets
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relevance what we know about our consumers
touch points intensified usage
From 1. Single channel 2. Limited data 3. Push marketing 4. CRM
Towards 1. Multi-channel 2. Enriched data 3. Complying with
information demand 4. CMR
And is the money already following the eyeballs?
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We expect the premium sales to surpass the desktop premium sales
Mobile traffic surpassed desktop traffic
When we look at NU.nl it looks like advertisers are about 3 years behind
2011 2014
It is not a question if you “believe in mobile”
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Mobile devices are here and are a part of the total customer journey and value
And more fragmentation will arise that will result in challenges but also a lot of opportunities
Sanoma believes in an integrated approach towards advertisers …without forgetting to utilize the unique possibilities of every device
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1. 2. 3.
desktop tablet smartphone
app
web
x. 4. 5.
From selling devices and products To selling brands, target audiences and solutions
Because it is all about the customer journey… …where we create valuable touch points
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And how do we create added value to the advertiser
What we already do: ADAPT mobile
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“The performance of tablet and desktop is similar”
“Smartphone shows lower results than desktop, but this is improving fast.” Bear in mind: consumers often start the funnel on a smartphone and finish it on a tablet or desktop
tablet
smartphone
25%
20%
desktop
55%
25%
15%
60%
What we already do within our portfolio; 2 examples as to lead generation
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What we already do: Performance Partnerships
What this unit does
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By combining data, technology and service,
we offer the most effective way to activate your target audience.
GOALS
§ #1 player in market for high quality leads
§ Increase share of wallet
§ Partnerships with other (publisher)
networks
§ Performance advertising competence
center
Our clients
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The skills we use
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Data
Technology Service
Marketing
Online Marketing
Design
Conversion Optimization
Display Advertising
Direct Marketing
Lead Generation
Affiliate Marketing
Data Science
Web Development
Content production
Google benefits from growing performance based budgets and the ‘last cookie counts’ law
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Global mobile advertising revenue in $ millions
2007 2013E 2008 2009 2010 2011 2012
$ 8.000
$ 4.000
$ 16.000
$ 12.000
search
display
messaging
Source: Business Intelligence – Mobile report
We have to increase our understanding of consumers’ behaviour to drive the action (AIDA)
And we partner up with Criteo to make display more action based
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The creatives we make and/or optimize
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The landing pages we make and/or optimize
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How to optimize the performance of your mobile landing page
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DO Be accessible
How to optimize the performance of your mobile landing page
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DO Be fast
How to optimize the performance of your mobile landing page
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DO Be thumb friendly
How to optimize the performance of your mobile landing page
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DO Be local
How to optimize the performance of your mobile landing page
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DO Be brief and action compelling
Next steps
Move from big data to big insights
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Move forward in multi-channel targeting
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Increase AIDA partnerships
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Exclusive content (desire)
Click through?
ja
nee
Form sent?
nee
Form (conversion)
RTB
Confirmation (pre-test drive)
ja
Exclusieve proefrit Extra info (post-test drive)
SALE Evaluation (aftersales)
Extend audience, data and technology with partnerships
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Partnerships
Any questions?
You can also visit www.AdverterenBijSanoma.nl or download our iPad app