1. The future of advertising The journey of a media company Marc Stubb CCO Sanoma

2. From Space to Solutions 3. Publishing in the 21st century is creating relevant infrastructure for existing needs 4. Space to Solutions Why? 5. marketing budget is limited and sales budget is unlimited 6. The last cookie counts! 7. Inspire Involve Interact 8. Paid Owned Earned More BudgetLess budget 9. Get out of the middle Added value Commoditization Sell views Automation Enrich reach 10. Solutions: 4 categories 11. Categories of Solutions Improved advertising (tools, ROI) Content marketing Partnerships AIDA Domain solutions Effectiveness and efficiency Owned and earned media services Direct Stakeholder in (sales) results advertiser Build infrastructure for demand and supply 1 2 3 4 12. Content Data Insights Infrastructure Platforms Solutions 13. Some examples 14. Categories of solutions Startpagina Search ADAPT Mobiel Dashboard Content library CRM-content Performance & Marketing Partnerships Test panel Kieskeurig.nl YES! Improved advertising (tools, ROI) Content marketing Partnerships AIDA Domain solutions 1 2 3 4 Improved advertising (tools, ROI) 15. 1. Improved advertising (tools, ROI) 16. Improved Advertising: Startpagina Search High conversion Curated search instead of algorithm Clear result pages Based on searches users 17. Automation can also be improved advertising 18. Premium Premium Run of Network ADAPT/ RTB (build up profiles) House Ads Improved Advertising: Automated trading 19. Improved Advertising: ADAPT 20. 21 How mobile changed the world 21. 22 Improved Advertising: Mobile The consumer is already there 23%Consumer time spent on mobile 1%Media budget advertisers 22. 10October 2013 Presentationname23 Improved Advertising: Dashboard 23. 2. Content Marketing 24. Content Marketing: Intelligent Content Integratie Sanoma: Supports Provides content Takes care of external placement incl. social Cost efficient content Extention of external organisation towards editorial office Create Content Content library Distribute Content Archive Content Re-use Content 25. Content Marketing: Intelligent Content Platform 1. Content Library 2. Data 3. Distributie Goal: Right message Right moment Right receiver 26. SOCIO- DEMO NAWT BUY DRIVING PROFILE CUSTOMERDATABASE INTELLIGENT CONTENT PLATFORM READ CLICK BEHAVIOUR SHARE ENRICH PROFILE Content Marketing: Intelligent Content Platform 27. 3. AIDA Partnerships 28. 10October 2013 Presentationname31 AIDA Partnerships: Het testpanel.nl Consumers: Free testing Samples New products Discount vouchers Reviews Advertisers: Insight & feedback SEO results Reliable source Lead generation Trial, dialog, WOM 29. Mailing Oproep site Terugkoppeling AIDA Partnerships: Het testpanel.nl 30. AIDA Partnerships: Performance Partnerships 31. AIDA Partnerships: Performance Partnerships 32. AIDA Partnerships: Performance Partnerships Cross Media High Quality network Tech & Tools Campaign management 33. MOBILE PRINT ONLINE VIDEO TV RADIO DM EVENTS MARKETING PARTNERSHIPS Marketing Partnerships ontwikkelt titel- en middelenvrije creatieve maatoplossingen voor marketing communicatievragen van adverteerders die ook de doelstellingen van de merken van Sanoma Media ondersteunen. AIDA Partnerships: Marketing Partnerships 34. Project Management Single point of contact Evaluation AIDA Partnerships: Marketing Partnerships Strategie & Concept Project Management Supervising (branded content) pitches Inspiration (branded content) Commercile Redactie Strategy & Concept Development Creative customized solutions Crossing titels and media Inspiration Insights 35. 4. Domain solutions 36. Business Partnerships 37. Inspire Inform Order Consumer offering Mosadex Distribution-products Platform Leef.nl Sanoma Marketing, Media consumer insights Domain solutions: Health Care 38. Domain Intermediary 39. Companies Consumers Domain Automotive Autotrader Domain Fashion Fashion Chick Domain Comparison Kieskeurig Platforms Curation, aggregation Enabling commerce 40. 10October 2013 Presentationname43 41. 10October 2013 Presentationname44 Download de Sanoma Adverteren App voor iPad in de Appstore