advertisers' and medias' quest for common ground with readers
DESCRIPTION
Presentation for International Newsmedia Marketing Association seminar on Innovative Advertising, Berlin July 15, 2012TRANSCRIPT
The INMA Innovative Advertising Seminar
Henrik Berger Jørgensen
Partner, Mindshare Norway
Axel Springer, BerlinJune 15, 2012
PR Advertising
Advertisers’ & Medias’ Quest for a
Common Ground with Readers
Image by sindesign/flickr.com
RELEVANCE
Who wants to be
SECONDARY content?
“Advertisers distract users; users ignore advertisers. Advertisers distract better; users ignore better.”
Seth Goldstein
TRUST
Source: Nielsen Global Trust in Advertising Survey 2012
82%
of Europeans find banner ads irrelevant
Source: Nielsen Global Trust in Advertising Survey 2012
“Content is something they want to hear; advertising is something we want to say.”
Faris Yakob
Looks like …
ContextValues
CredibilityCreativity
Reappraisal
Marked as advertisingPaid for
Editorial approval
Digital Insertion
KEY METRICS
400.000 clicksVisitors 6% adult population1/3 visited more than onceCTR 0,2-0,6%
4/5 read more than 1 article1 min. pr. session
75% ‘directed to me’84% ‘usefull information’84% ‘inspiring’85% ‘interesting’94% ‘will read more inserts from Maxbo in future’
Beyond advertorials …
What will happen this year?
Local campaign for season start Newspaper, outdoor & online
msn: Commercial product
(Unpaid) Bloggers
Lifestyle: Editorial Content, insertion & paid ads
Editorial content & videos
Partnership Evolution
2012
2011
2010
2009
• Content/functionality• Prizes• Rights• Exclusivity• Branding• Purpose• Credibility• Cash
ADVERTISERS
• Traffic/affinity• Publishing systems• Content production• Journalist know-how• Readership insight• Optimisation capabilities• Technology• Final cut
PUBLISHERS
To Brand or not to Brand …
Image by hvleis/flickr.com
Image by juvertson/flickr.com
What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can g
Image by lindsay evans/flickr.com
Sustainable business model?
This is what norwegian celebrities look like
Ambition Year 2 With very limited budget:
•Reach people under 35 years
•Inform about the purpose
•From 1 day to 1 month
Barriere Extreme clutter, particularily at Christmas
Barriere 1: A lot of ‘Give money to the poor children of Africa’-advertising
Image by brian tomlinson/flickr.com
Barriere 2 No one wakes up in the morning and thinks today I will give money to charity, in the same way one might think today I have to remember to buy milk, or today I would like a new shirt or an ice cream.
Barriere 2: ‘Poor children in Africa’ are not relevant. They don’t fit into the target group’s life.
Poor children in africa
ChallengeHow to communicate Red Nose Day so it is relevant to people under 35, stands out in the clutter, and at the same time inform about the purpose – through a whole month, with very limited resources?
Challenge: Make any grey November day, a Red Nose day
Image by gamma-ray productions/flickr.com
InsightRed Nose Day does not have to be a pointed finger with pressure to contribute, rather a campaign that gives people something
Image by ken’s oven/flickr.com
Insight 2Norwegians are a people that need help to warm up and have fun – some comic relief in their day to day life
Image by dorkesq/flickr.com
Branddynamics
Culturaldynamics
Ideas youlove to share
Red Nose is a gift, not
a pointed finger
Everyone has the right to be
a child
Norwegians need comic relief, not
more Africa relief
Show real people in paid advertising … help discovery
Inform & activate through media partnership
1 month on front page
Evolving content
Share photos on Facebook
Livestream photos in banner ads
All ads different
Livestream where people might need comic relief
Integrate Facebook Connect in banners ads
Amplification ideas
Amplification ideas
Earned media
170.000 read articles
89% awareness (before the TV-telethon)
95% awareness people under 35 years