explanation of different forms of branded content including examples from Sanoma magazines in several countries

1. Branded content in magazines ARC

3. Non Ad Advertising Advertorial Commercial content in look & feel of title (product info, pack shot, logo) Editorial integration Commercial content integrated in editorial pages (f.e. product placement) Shopping page Multiple products in standard commercial format Reader’s incentives Subscription, special promotions Theme pages Multiple products in editorial pages

4. Advertorials

7. What is an advertorial? Example of Dreft Color Wash advertorial in women’s weekly

14. Power of Magazines & publi’s Large reach Segmentation Intimicy Engaging Impact Move people Future +++ More general Pushing Softer Awareness Future -- Classic ad Publi’s Editorial Integration Creative formulas

15. Quality of contact Creditibility Ad perception Informative Engaging Emotional Identification Brand linked Informative - - Pushing Neutral Distant Ad linked Classic ad Publi’s Editorial Integration Halo effect DNA match

16. Quality of contact Reach Impact Classic ad Publi’s Editorial Integration

22. Advertorial campaigns

26. T-Mobile – Sanoma Uitgevers Woman calls closest friends in Libelle (all women, 35-55yr) Psychological test in MIND magazine: Who listens to you? Who do call and why? Street question in Viva (20-35yr) Click here for full case report

28. Sony Ericsson – Sanoma Uitgevers Cosmopolitan Must have phone for Kim (26) Demonstrates one phone feature: sends picture of a dress she is trying on to ask opinion from her friends Marie Claire The C902 is so easy to use and has so many features that Carina’s friends are instantly jealous Click here for full case report

29. Maggi Femme d’Aujourd’hui Story Flair Evita

30. Bodysol - Libelle

31. e-advertorial

33. Editorial integration

35. Bodysol – shower and skin care products Activation: tell us about your personal wellness time!

36. Bodysol – gatefold Libelle Activation: Win a personal care package by Bodysol and Libelle

37. Andrelon with Libelle Editorial about the results of the Andrelon Make Overs during the Libelle Summer Week

38. Delicious – Old Amsterdam, Boursin

39. Delicious – Magnum and Lassie

43. Product placement

45. C & A

47. Heineken & Cosmopolitan

49. Integrated packages

51. Advertorials

52. Product placement on editorial beauty shopping pages

53. Editorial integration

54. Round table – readers discuss products

55. Free make-up bag: announcement and cover

59. More examples? Look in the Best Practices Library Select Advertorials or Magazine Other in ‘Channels Used’