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Digital AdvertisingCase KSF Media

WAN-IFRA, BerlinFredrik Nars, Director Digital Media

Hello, I am glad to be here for the first time in WAN-IFRA. My name is Fredrik Nars and I am fairly new in my role, I

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Contents

1. KSF Media introduction

2. Our digital offering

3. Ad sales approach

4. Web advertising cases

5. E-paper advertising cases

6. Summary

Here is what I will talk about during the next 15 minutes

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• Finnish media company

• KSF Media is the publisher of: – The biggest Swedish language

daily HBL– Local papers:

• Västra Nyland• Borgåbladet• Östra Nyland• Loviisan Sanomat• Hangötidningen-Hangonlehti

• KSF Media: 250 people, turnover 30 m€

• Owned by Konstsamfundet

KSF Media Ab

KSF Media is a Finnish media company that publishes one nationaldaily HBL, short for Hufvudstadsbladet with a circulation of a

We are owned by a private foundation called Konstsamfundet, which supports Swedish language cultere in Finland.

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e-paper, eHBLDigital version of the printed paper

KSF Media’s Digital offering

WebpagesQuick news

Unique content

Social MediaPromoter of our media channels

HBL+A fully digital

magazine

Digital mission: Our content should be available in those channels, and in those formats,

which are preferred by our different reader/user segments

Tablet

Smart-phone

PC

- As I am here to talk about our digital advertising allow me to first spend a little time on introducing our digital products, u

Our digital mission is to ensure that our content –be it editorial content or advertising content –is available in those digital channels, and in those digital fo

-Three digital channels

-Four main digital formats

- E-paper or 1to1 solution which we provide under the brand eHBL is a digital version of the printed paper. When I first came to thivery popular among our consumers, especially the one on tablet, which shows a net promoter score of +30. We use the Visiolink so

- These format caters to the not so digitally savvy reader segment –and it is agreat way to start converting people from print to d

- Advertising: In these channels we have created a new advertisingbusiness for us, as we, in addition to the ads in the

- Then secod, we have the webpages, which are fairly basic webpages which we just renewed, so that they have three different theme

- We also introduced a pay-wall in june with the premium-content model putting out almost all of our editorial content

- Advertising: We sell normal IAB standard banners to the web site

- Social media, fairly basic stuff, the main thing is sending our 3-5 facebook posts and same amount of tweets, in order to drive tr

- Then last, whe have our future experiment HBL+, which is a fullydigital magazine in HTML5, optimized for tablet.

- Advertising: Similar interstitials as in the e-paper

- To early to say what will become of it but we have a few learnings from it:

- 1. Readers do not accept that you launch a product for only one digital channel, they expect it to be available on all digital c

- 2. The old clishe that content is king, distribution is everything applies in the digital world as well. In the launch of this plittle time on making it dead easy for consumers to get to the product

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1. Sell marketing solutions, not single ads

…to a specific target audience

2. Ad sales proposals contain:

–Print ads

–Digital ads

3. Focus on the advertisers’ sales results

4. Offer creative and tailored solutions

Ad sales approach

Leading position

Senior clerk

Retired

Employee

Entrepreneur

Clerk

Student

Other

In our ad sales approach we try to focus on four things:

1.Sell solutions not single ads. This mental approach is somethingthat our sales teams work a lot on, focussing on providing a soDrawback is that is geographically spread out, which offers challenges.

2.Sell equally print and digital

3.Focus on the sales results: follow up with clients on the results, digital reports etc

4.We are a small house which gives us flexibility, which means that we can offer creative and tailored solutions

When we talk about digital ads they fall into two main categories:

-Web banners

-Interstitials for the e-paper and HBL+

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Web banners vs e-paper interstitials

Web banners e-paper interstitials

• Sold per CPM • Sold per week

Pros: •Large reach •Well-known format among ad buyers

Pros: •Higher reader engagement

Cons: •Lower attention levels

Cons•Some consumer feedback on ”double-advertising”-model•Less familiar among ad buyers

We have two main forms of digital advertising: web banners and interstitials in the e-paper. Web banners we have of course been doing for quite some t

Pros and cons of each

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• Local theatre wanted to drive:

• Awareness

• Sales of tickets

• Research showed that site visitors buy tickets online

• Interstitial (958x586) ran for two weeks

• Result: CTR 2.51%

Web banner cases: Local Theatre

Clear distinctive name of product

Name of who is advertising

Clear call-to-action

We then move over to the web banner cases. Here is an example ofa local theatre that wanted to drive sales of tickets. Our rese2,51% CTR. How could it be so high:

-Target audience suited well

-Good creative:

- Eye catsching

- And a clear CTA to watch the trailer

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• Local theatre wanted to drive sales of tickets

• Research showed that site visitors buy tickets online

• Large banner (980x400) ran for two weeks

• Built booking app into banner

• Result: Two shows sold out

Web banner cases: Local Theatre

Clear call-to-action

Unique value proposition

Easy to convert

I mentioned earlier that we try to ofer creative and tailored solutions, here is a great example.

Built a a booking app INTO the banner itself, making it really easy for consumers to sign up for the offer. Result was that they

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• Both tactical and brand building campaigns

• Examples:

• Tactical:

• Aktia Bank

• S-Market

• Brand: Turkey travel promotion:

• prolong the print campaign

• For travelers

E-paper interstitial advertising cases

Lets then jump into the cases and begin with e-paper interstitials

Our advertisers use them both for tactical and brand campaigns. See here the examples.

-Two examples of tactical

- Local Bank: CTA is buy a pre-paid credit card for Christmas

- Local foodstuff retailer: very traditional: get the offer in front of the consumers face and drive to the web page

-Brand marketing: Turkey travel promotion:

- Focus on the visual, no CTA (did have a link to the campaign site)

- Prolonged the print campaign

- Suited the target audience especially well as we know that our tablets are more read while people travel

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E-paper interstitial advertising case: Tiger

• Clothing store wanted to drive sales

• Result:

• Interstitial X: • CTR: 1.65%• Unique CTR: 15.75%

• Interstitial Y: • CTR: 1.11%• Unique CTR: 6.65%

The local chain respresenting the the clothing brand Tiger wanted to drive sales to their physical stores.

Here you see the static creatives for two different interstitials, x and y, both with amazing click-rates. But which one do you think would have which result. X is

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E-paper interstitial case: Fortum

• Our first rich media tablet ad campaign (HTML5)

• Solar energy campaign

• Aiming to:

• Have consumers interact

• Have consumers become solar power producers

We have also been doing some rich media interstitials, i.e. Withinteractivity. Here is a utilities company which did the fist isolar panels to become solar power producers.

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• Sell solutions, not single ads

• e-paper ad sales creates new business

• Creative solutions deliver results

Summary

Thank you!

In the last 15 mins I have covered KSF Medias digital producta and our digital advertising cases.

- My main points are that we try to sell marketing solutions to particular marketing needs.

-The e-paper ad sales has created a new ad business for us

-And tha with creative different solutions, we can delicer better results