Line Extension by Digitizing The Tablet In-App Advertising Case

Dr. Dietmar Otti . Managing Director . Axel Springer Media Impact 1st March 2012 . WAN-IFRA 22nd World Newspaper Advertising Conference

Content is K

Sumner Redstore . Media Magnate

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3 in 1

Consumer is

Robert Iger . Disney CEO

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3 in 1

Context is K

Chris Dale . YouTube Spokeperson

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3 in 1

AXEL SPRINGER COMPANY

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AXEL SPINGER

Axel Springer is a leading integrated multimedia company in Europe, offering a considerable number of print and digital media.

Active in a total of 35 countries with more than 240 newspapers and magazines, as well as more than 140 online offerings and holdings in TV and radio stations

More than 11,500 employees generated total revenues of 2,893.9m EUR in 2010 and an output (EBITDA) of 510.6m EUR

AXEL SPRINGER CORPORATE STARTEGIE

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digitization a new dimension in the development of the company will be

Dr. Matihas Döpfer Chairman and Chief Executive Officer

Market leadership in German-language

core business Internationalization Digitization

AXEL SPRINGER CORPORATE STRATEGY

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AS PORTFOLIO ATHE AXEL SPRINGER PORTFOLIO ANIMATION LOGO

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THE AUTO BILD 360 APPROACH ANIMATION SEGMENT

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AUTO BILD GOES APP

Our print magazine goes with paid content. The iPad App adds a significant value to the print issue!

Available as single edition or subscription

Extra iPad layout

Extra multimedia content

On- and offline content

Available at iTunes

THE AUTO BILD APP USER

Spends 70 minutes with the AUTO BILD app

Reads or thumbs through 4.4 times and will use this issue another 3 to 4 times

Almost everyone interacted with Videos and Images followed by tabs and the configurator

Perceived the app as convenient, fun and useful

Two of three appraise higher value than other apps

Male

40 years old

HH Income 3,5k plus

Well educated

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TOP3 PRE INTERACTION TOP3 POST INTERACTION Is a brand for everyone

Is a modern brand Is a traditional brand

Building cars that excite Is an innovative brand Is an individual brand

THE FORD CASE

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VIDEO ADDETHE VW TIGUAN CASE

LEARNINGS

Excellent positioning

Fun to browse

Used extensively

Wealth information

High number of use events.

More attention by animation

- rate

Interaction is not

High information ad value

Boost the sender brand image

AUTO BILD App In-App Advertising

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COMING OUR AUGMENTED REALITY ISSUE

THANK YOU FOR YOUR ATTENTION!