masterclass ciw rug_15_04_2013

Video  (NOS  journaal)  

Part 1: History of NU.nl & Trends

‘If  I  wanted  a  clown  on  the  homepage,  then  the  clown  was  put  on  the  homepage.  So  to  speak,  because  we  really  wanted  to  make  serious  journalism’    (Kees  Zeegers  –  Founder  NU.nl  in  de  Volkskrant  2012)  

4  

NU.nl – 1999…

Timeline

5  

6  

NU.nl – #1 news website the Netherlands

Telegraaf: 26,6% bereik

Unique visitors: 3.703.252

NOS.nl: 32,5% bereik

Unique visitors: 4.524.650

AD.nl: 21,6% bereik

Unique visitors: 3.007.152

NU.nl: 37,2% bereik

Unique visitors: 5.178.984

7  

NU.nl – #1 Media Brand in the Netherlands

Proces

8  

NU.nl Business Model? Advertising

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1. NU.nl – period 1999/2009: speed & overview

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2. NU.nl – period 2009/2012: on every screen

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3. NU.nl – period 2013 : relevance

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NU.nl  presentaMe  2012   13  

Crazy stats about mobile

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34%  

66%  

Online  

Mobile  

Pageviews Mobile vs Online

Mobile traffic as addition to web traffic

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0  

100.000.000  

200.000.000  

300.000.000  

400.000.000  

500.000.000  

600.000.000  

700.000.000  

800.000.000  

900.000.000  

Pageviews  per  pla1orm  

android  app  

iphone  app  

mobiele  site  

Web  

Use of devices during the day

16  

0%  

1%  

2%  

3%  

4%  

5%  

6%  

7%  

8%  

9%  

12am  1am   2am   3am   4am   5am   6am   7am   8am   9am  10am  11am  12pm  1pm   2pm   3pm   4pm   5pm   6pm   7pm   8pm   9pm  10pm  11pm  

Rela5ve  use  of  devices  during  24  hours  

iPhone  

iPad  

Android  

m.nu.nl  

Web  

Breaking News

17  

2.000.000

NU.nl  presentaMe  2012   18  

I told you it was crazy!

NU.nl  presentaMe  2012   19  

NU.nl  presentaMe  2012   20  

NU.nl  presentaMe  2012   21  

6

TRENDS

SCREENS … Always and everywhere 1

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… And everyone

PEOPLE ARE CONNECTED … Experiences and opinions are shared directly

2

26

27 … Experiences and opinions are shared

28 … Word of Mouth on Steroids .  

29 …Naked worlds

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The consumer is DISTRACTED … Information overload … a short attention span

3

31 … Information overload.

32 … no time and a short attention span.

3

The consumer demands SIMPLICITY … Demands simple design and clarity … Efficiency of time and money

4

34 4

35

4

The consumer is an INDIVIDUAL … A unique and personal user experience … Wants to determine and create

5

37 … a unique and personal experience

5

38 … Wants to determine and create

5  

NO BARRIERS

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40 Disruption of knowledge can give power

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41 Disruption of knowledge can give power

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NU.nl  presentaMe  2012   42  

What are the implications for news and NU.nl?

43  

Mobile devices changed the world

NU.nl  presentaMe  2012   45  

Hoe mobiel de wereld heeft veranderd

Nieuwsberichten

Factsheet  2012  47  

Nieuwsberichten

Factsheet  2012  48  

NU.nl  presentaMe  2012   49  

The Rise Customer Data: BIG DATA

NU.nl  presentaMe  2012   50  

NU.nl  presentaMe  2012   51  

NU.nl  presentaMe  2012   52  

53 15-04-13 © Sanoma Media

Social Media

NU.nl  presentaMe  2012   54  

Digital revolution

There is not something like an

information overload, it’s "lter failure

(Clay Shirkey, 2010)

“”

We are a "lter in the cluttered world for our readers

Nieuwsberichten

Factsheet  2012  57  

60  

How is a news article or story being created?

62  

Big news is important

64   15-­‐04-­‐13          ©  Sanoma  Media  

65   15-­‐04-­‐13          ©  Sanoma  Media  

Questions?

66  

jurriaan@nu.nl @jurriaanbernson

Thank you for your attention!

67  Part 2: Advertising & Media

What we can learn from theory?

68  

70 15-04-13 © Sanoma Media

71  

…Times are changing

Use of devices during the day

72  

0%  

1%  

2%  

3%  

4%  

5%  

6%  

7%  

8%  

9%  

12am  1am   2am   3am   4am   5am   6am   7am   8am   9am  10am  11am  12pm  1pm   2pm   3pm   4pm   5pm   6pm   7pm   8pm   9pm  10pm  11pm  

Rela5ve  use  of  devices  during  24  hours  

iPhone  

iPad  

Android  

m.nu.nl  

Web  

NU.nl  presentaMe  2012   73  

Advertising spending vs time spent

74  

HYPOTHESE 1:

Een bezoek aan NU.nl duurt het langst op tablet in de middag

AANVAARDEN

HYPOTHESE 2:

Tijdens een bezoek aan NU.nl op mobiel in de ochtend is men vooral gehaast

VERWERPEN

HYPOTHESE 3:

Artikelen van NU.nl worden het meest met anderen gedeeld via tablet

AANVAARDEN

HYPOTHESE 4: De meerderheid van de NU.nl bezoekers bekijkt de homepage helemaal

AANVAARDEN

Quiz

Keith Weed, Unilever

‘mobile marketing’ en ‘content’. Dat zijn de hoofdzaken waarmee Weed de Unilever-merken de komende vijf jaar wil laten komen tot meer ‘consumer engagement’.

75  

NU.nl  presentaMe  2012   76  

77  

Storytelling according to Coca Cola

78

NIKE

Creative examples NU.nl

Examples of cross platform promotion (mobile)

Examples of cross platform promotion (Tablet)

Examples of cross platform promotion (Desktop)

Radical: Reach, Impact and Branding

Radical: Reach, Impact and Branding

Skybox: Reach, Impact and Branding

Radical: Reach, Impact and Branding

Non-spot: Information and service

•  Succinctly

•  To the point: "what's in it for me"

•  News value relatively important  

•  Get tips and advice

•  Since intensive reading habits people tend

be susceptibel for more information

•  Headline should be a trigger due to lower

frequency of visits

•  Use rich content (e.g. video, games)

•  User interaction is important

•  Make the message personally relevant

•  Be relevant, informative & up-to-date

•  News value is important

•  Presentation should be clear

•  Not too commercial

•  To optimize the brand recognition it

mention the brand in the first paragraph

Branded Content

91  

Jurriaan@nu.nl @jurriaanbernson

Questions and feedback