1 minna nissinen, senior vice president, alma diverso alma media capital markets day, may 25, 2012...
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What lies behind the bubbles? Changes in consumer buying process Growing online shopping The development of own and earned media The advances in technology and user dataTRANSCRIPT
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Minna Nissinen, Senior Vice President, Alma DiversoAlma Media Capital Markets Day, May 25, 2012
25.5.2012
At the right time for the right people
Changes bubbling inside the display ad field
19.3
19.4
7.7
9.6
2.2
Online advertising market Q1/2012 58,2 MEUR (+21%)
Display advertisingSearchDirectoriesClassifiedFacebook advertising
2 25.5.2012
(+35%)
(+3%)
(+6%)(+18%)
(+175%)
What lies behind the bubbles?
3 25.5.2012
Changes in consumer
buying process
Growing online shopping
The developmentof own
and earned media
The advances in technology and user data
The future is in networks – from websites to audiences and results
4 25.5.2012
BRAND / PREMIUM ADVERTISING
(fixed/CPM)Single sites &
sections
TARGETED(CPM)
Vertical
RESULTS BASED (CPC/CPA/CPO)
Networks
AUTOMATED NETWORK PURCHASINGData-based targeting
Audience and results based advertisingDifferent pricing models, eCPM optimization
PREMIUM ADVERTISINGSingle sites &
sections
Traditional display advertising
Display advertising of the future
Fragmented audiences - an opportunity in the new model, not a threat.
The diversifying targeting methods
5 25.5.2012
Re-targeting
Semantic targeting
Geolocation targeting
Weather
forecast
IP-targeting
Reverse targeting
Demographic targeting
Time-based targeting
Target group packages
Browser targeting
Dev
ice
targ
etin
g
Sear
ch w
ords
–bas
ed
Behavioral targeting
By combining various data sources, more diversetarget groups can becreated.
6 25.5.2012
1/3
Alma Media’s share of the online
advertising market (display and classified).
73%
#1 Alma Media’s position in online
advertising networks in Finland (RON).
The Digital
Power of Alma Media
4.7 million unique weekly browsers
