1 minna nissinen, senior vice president, alma diverso alma media capital markets day, may 25, 2012...

1

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

7

Thank You!minna.nissinen@almamedia.fi

25.5.2012