The growth of / shift to mobile and how we see added value to advertisers when we look at mobile

1. Sanoma’s view on mobile
Marc Stubbé
April 15th 2014

2. 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

3. So there is a shift to mobile devices
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4. 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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5. 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

6. In absolute figures our network is growing; however desktop shows a decline
16 april 2014 Sanoma's view on mobile6
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%

7. But bear in mind that the unique visitors of desktop remain stable
16 april 2014 Sanoma's view on mobile7
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

8. So more touch points in combination with more knowledge about the consumer
(demographic to location, moment, mood) drive the value of our digital assets
16 april 2014 Sanoma's view on mobile8
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

9. And is the money already following the eyeballs?
16 april 2014 Sanoma's view on mobile9
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

10. It is not a question if you “believe in mobile”
16 april 2014 Sanoma's view on mobile10
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

11. 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
appweb
x. 4. 5.
From selling devices and products
To selling brands, target
audiences and solutions

12. Because it is all about the customer journey…
…where we create valuable touch points
16 april 2014 Sanoma's view on mobile12

13. And how do we create added value to
the advertiser

14. What we already do: ADAPT mobile
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15. 16 april 2014 Sanoma's view on mobile15
“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

16. 16 april 2014 Sanoma's view on mobile16
What we already do: Performance Partnerships

17. What this unit does
16 april 2014 Sanoma's view on mobile17
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

18. Our clients
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19. The skills we use
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Data
TechnologyService
Marketing
Online Marketing
Design
Conversion Optimization
Display Advertising
Direct Marketing
Lead Generation
Affiliate Marketing
Data Science
Web Development
Content production

20. Google benefits from growing performance based budgets and the ‘last cookie counts’ law
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Global mobile advertising revenue in $ millions
2007 2013E2008 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)

21. And we partner up with Criteo to make display more action based
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22. The creatives we make and/or optimize
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23. The landing pages we make and/or optimize
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24. How to optimize the performance of your mobile landing page
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DO
Be accessible

25. How to optimize the performance of your mobile landing page
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DO
Be fast

26. How to optimize the performance of your mobile landing page
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DO
Be thumb friendly

27. How to optimize the performance of your mobile landing page
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DO
Be local

28. How to optimize the performance of your mobile landing page
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DO
Be brief and action
compelling

29. Next steps

30. Move from big data to big insights
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31. Move forward in multi-channel targeting
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32. Increase AIDA partnerships
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Exclusive content
(desire)
Click
through?
ja
nee
Form
sent?
nee
Form
(conversion)
RTB
E-mail
Confirmation
(pre-test drive)
ja
Exclusieve proefritExtra info
(post-test drive)
SALE
Evaluation
(aftersales)

33. Extend audience, data and technology with partnerships
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Partnerships

34. Any questions?
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