thomas dujardin, citysecrets

CitySecrets.be

Matchmaking between

users & advertiser desirability

by Thomas Dujardin, Corelio

Speaker

Platform

Matching user and advertiser desirability

Products

Audience Sales

Relevancy Efficiency

Platform

Matching user and advertiser desirability

Products

Audience Sales

Relevancy Efficiency

Platform

Matching user and advertiser desirability

Products

Audience Sales

Relevancy Efficiency

Platform

327 local news sites

• 213 web correspondents

• 11.000 news items per month (5.000

web only)

Matching user and advertiser desirability

Products

Audience Sales

Relevancy Efficiency

Platform

Trafic on Nieuwsblad.be/gemeente

• 200.000 unique visitors/day

• 400.000 page views per day

• 300.000 newsletter subscribers

Products

Audience Advertisers

Relevancy Efficiency

Matching user and advertiser desirability

Platform

Products

• Display ads on

nieuwsblad.be/gemeente

Different pricing models

• CPD, CPM, CPC

Profitability

• Low price

• High production cost

• High acquisition cost

• Lack of context

- Low relevance for user

- Low efficiency for advertiser (ROI)

Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform

Products

• Text ads on

nieuwsblad.be/gemeente

• Google AdWords

Pricing

• Yearly fixed price packages

Profitability

• Google = door opener => lower

acquisition cost

• Yearly packages => higher price

• More efficient for advertisers (higher

ROI)

But not sustainable

• High maintenance

• Low commission on AdWords sales

• Low relevance for user

Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform

Opportunities

• Largest local sales team

• Full coverage of Belgium

• Vast network of local and regional clients

• Free paper business under pressure

• No online platform

Challenges

• Lack of online knowledge & experience

• Complex products

• Free paper business under pressure

=> full focus on print

Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Lack of relevant context for advertising

+Lack of interest in ads

+Lack of good products

+Lack of online sales knowledge and

experience

= Low efficiency and low relevancy

=Low profitability

Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform

Target existing audience

• Attracting latent users

• Integrations in news sites

Target new audience

• Attracting active users

• Separate brand / look & feel

Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform

Products

• Marketing platform with self-service tools

& reporting (one stop shop)

• Combination of display & performance

- Premium listings

- Deals

- Coupons

- Local competitions

- Direct communication

- Commercial articles

- Bookings …

Pricing

• Yearly fixed price packages

• Upselling

Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform

Dedicated field sales team

• Sale of packages

Telesales

• Upsell

• Support

Corelio Connect

• National advertisers

Passe-Partout (long term)

• Include mature, simple products in

Passe-Partout portfolio for nationwide

sales

Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability

Platform Create relevant context for advertising

+Target existing and new audience

+Offer efficient marketing tools

+

Set up a dedicated incubation sales team

(Testing and finetuning)

=High relevancy and efficiency

=high profitability

Products

Audience Sales

Relevancy Efficiency

Matching user and advertiser desirability