Sanoma Media Netherlands Stefan Havik
Helping people access and understand the world. A world full of opportunities and experiences – a world to explore, influence or share. Working
together with our customers, we create high quality, relevant, captivating content: information,
inspiration, education and entertainment, across media in multiple channels. We serve their
individual needs to develop themselves and enjoy their lives.
Sanoma:
“Marketing budget is limited, sales budget unlimited”
Performance Based:
Performance Based Sucks!
Performance Paradox
Price
Lead
s
1
1
100
100
Law of diminishing returns
Not a charge model, but necessary added value
Performance Based:
CPA is just a way to reduce risk
Charge models:
CPA shifts the way we optimize
(focus on my own ROI)
Charge models:
CPM is the fastest growing currency
Charge models:
Optimization and proof
Performance Based:
Agency fee
Publisher revenue
Automation
Publisher revenue
Agency fee
SSP’s, DSP’s, DMP’s,
Technology providers, Data
providers, tradings
desks….
Adding value
Data
Trading & optimization
Technology as a service
Offer the most effective way to activate an audience
Our goal:
Combine data, technology and optimization
How:
Technology
Optimization finding the balance between the right price and volume
Context Creatives
Device Audience
Data
Example
Site
Zone
Page
Placement
Context
Creatives
Devices
Data
Interest Intent
Interest data
Intent data
Results
CTR + 6%
CCR + 42%
CTR + 33%
CCR + 64%
1. Extra revenue source
Why we use affiliate marketing:
2. Insights and data source
3. Hassle free (low cost of sale)
“Affiliate sites”
Affiliate revenue 2013
Affiliate revenue 2013
What’s Next?
Data science
Cross Media
Goals
1. Performance Based ≠ CPA
Takeaways
2. Focus on your valuable assets
3. Prepare for the data age
Questions?