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Branding vs Performance: Opportunities and Threats for a premium media website

Branding vs Performance: Opportunities and Threats for a premium media website Stéphane PERE, Online Advertising Manager Continental Europe, Middle-East & Africa The Economist Exclusive Sales representative for Bulgaria: Creative Solutions Ltd. Irena Kornitova

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Branding vs Performance: Opportunities and Threats for a premium media website

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  1. Branding vs Performance: Opportunities and Threats for a premium media website Stéphane PERE, Online Advertising Manager Continental Europe, Middle-East & Africa The Economist Exclusive Sales representative for Bulgaria: Creative Solutions Ltd. Irena Kornitova 1, Macedonia Sq, fl. 12, 1000 Sofia

  2. Online usage

  3. Search Engine Marketing (SEM) Sponsored keywords Sold on Auction basis and Cost Per Click (CPC)

  4. Auction Flat Fee Cost Per Click (CPC) Cost Per Click (CPC) Cost Per Lead (CPL) Cost per Acquisition (CPA) Online « Performance » buying models SEARCH ENGINE E-COMMERCE This is now expected from media websites, Ad Networks, portals…

  5. Cost per lead Awareness Image Affiliation Engagement Click Through rate World of Mouth Lead Generation Dwell Time Search Engine Marketing ROI (Short Term) ROI (Long-Term) Two Online advertising approach BRANDING PERFORMANCE VS

  6. BRANDING Clicks leads PERFORMANCE « Branding » enhances « performance » & « performance » leads to sales AWARENESS IMAGE CONSIDERATION INTENTION PURCHASE

  7. Keywords raise exposure of brands

  8. But online advertising can build brands

  9. Digital strategy foundations Click Through Rate (CTR) is not the best KPI of a media website

  10. « Natural Born Clickers* » learnings (1) • Few people do Click • (1 out of 3 are Clicking at least once in a month) • Heavy Clickers (4+ Clicks/month) represent 6 % of the population but account for 50% of Total Clicks *« Natural Born Clickkers » Imedia Brand Summit 2007 – COMSCORE/TACODA/STARCOM

  11. « Natural Born Clickers* » learnings (2) • Heavy Clickers are are mainly on Entertainment websites category • - Non Clickers are mainly News and Portals websites *« Natural Born Clickkers » Imedia Brand Summit 2007 – COMSCORE/TACODA/STARCOM

  12. Digital strategy foundations More Over Click Through Rate (CTR) is not even the best KPI for online

  13. 2,000,000 1,000,000 $10 $35 $20,000 $35,000 0,15% 0,08% 3,000 800 $6,6 $43,75 100 250 $140 $200 Bottom line matters Ad impressions Cost Per Thousand Total Cost Click Through Rate Clicks Cost Per Click Leads Cost Per Lead Cost per lead is the real performance KPI

  14. Digital strategy foundations Branding KPI’s: Exposure Time and Interaction

  15. Tracking Banner exposure Time

  16. Tracking Banner Interaction – Dwell time

  17. Digital strategy foundations Branding opportunities for advertisers: From banners to « thought leadership »

  18. Branding: Home Page Roadblock (one day exclusive) Cost Per Day opportunity for high visibility

  19. Sponsorship: Audio podcast– Newspaper section - Sponsors Offer valuable content to readers- Co-Branded promotional banners & audio billboard

  20. Sponsorship : Special Report 1 2 3 Online release RoadBlock PDF Download Sponsorship Audio Podcast Sponsorship Cross-media sponsor association (online, reprint, audio )

  21. Sponsorship : Audio & Video library Synchronized 300x250 15 sec Video Pre-Roll Video pre-roll as a teaser for banner ad

  22. Sponsorship : Debate The Economist Debate Series is a sponsored program which captures the essence of Oxford-style debate online. Subject experts, Economist editors and readers participate. The final outcome is determined by readers. Success Metrics: Results Per Debates Series • 154,500+ Average page views • 1,200+ Average reader Votes • 799+ Average reader Comments • 89+ Average number of external Blog mentions Promotional Support: • Supported by a dedicated Facebook group with 300+ members (part of the 40,000+ member Economist Facebook group) • Each debate is supported by a comprehensive marketing plan, include blogs, social networking and co-branded traffic drivers Associating a brand to a topic and an engaged audience

  23. Microsite example • A dedicated Microsite on emerging markets theme. • www.newwavemarkets.com • The content built over 12 months includes • - A Survey on Corporate Strategies for Emerging Markets over next 10 years • Three Mini-papers on big emerging market topics (2,500 words each) • - Six Country Insight articles (1,500 words each) • - Six Corporate Case studies (1,000 words each) • “written in co-operation with the Economist Intelligence Unit” • - Two Syndicated articles a month from Viewswire on EM issues published under the Economist Intelligence Unit brand Create a content platform for a brand

  24. Digital Innovation – Creativity

  25. Branding is preliminar to performance Online advertising can build Brands Media websites are more appropriate for branding Click through Rate is relevant to monitor creative performance Cost Per Lead is the real performance KPI Impressions, exposure Time, Dwell time and engagement are the branding KPIs Media websites can offer sponsorship, cross-media & « thought leadership »  opportunities Media websites can build content platforms for a brand In a nutshell… E-mail: stephanepere@economist.com

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