Council Advertising Network powerpoint (5)kkapril10 - Copy

Council Advertising Network

• .gov.uk• Essential services, content and household decision makers• Target audiences by region

The story of CANA lack of scale has traditionally made it hard for local authorities to sell space on their websites to advertisers economically. They have been unable to recoup the high cost of administering an in-house team. We have overcome the scale issue by the development of the UK Council Advertising Network

National reach


National reach

Segmented audience


National reach

Segmented audience

1.1m monthly unique users


National reach

Segmented audience


14m monthly

page impressions


National reach

Segmented audience


14m monthly

page impressions

Trusted environment

• The Council Advertising Network offers the ability to place display advertising around specific content on .gov.uk council websites.

Our ten biggest sites…1.) www.entitledto.co.uk2.) Birmingham City Council3.) Dorset County Council (Dorset for You)4.) Norfolk County Council5.) Northamptonshire County Council6.) Derby City Council7.) London Borough of Croydon8.) London Borough of Hackney9.) Wokingham Borough Council10.) Wrexham County Borough Council

The ten biggest councils:Council

Monthly Page Impressions

(000s)Adult

Social Care Auto BenefitsBusiness & SME Children

Council Affairs

Council Tax Home

Housing & Regen. Jobs Other Planning

Sports & Leisure Waste

Entitled to 6,110 -

- 6,110

-

- -

-

- -

- - -

-

- Birmingham City Council 2,300 12

55

121

12

16 123

48

279 95

236 19

60 205

197

Dorset County Council (Dorset for You)

1,020 20

41

71

10

9

51

51

93 51

102 51 153 102

102

Norfolk County Council 930 121

56

-

- 121

65

-

140 -

121 93

-

93

-

Northamptonshire County Council 810 105

49

-

- 105

57

-

122 -

105 81

-

81

-

Derby City Council 780 16

31

39

8

8

39

39

78 39

117 39

86

78

78 London Borough of Croydon 700 3

14

35

3

3

55

17

93 29

81 18

19

86

62

London Borough of Hackney 670 3

14

33

3

3

53

16

89 27

78 18

19

83

59

Wokingham Borough Council 511 5

20

3

3

5

21

9

49 7

128 90

45

34

44

Wrexham County Borough Council 370 4

4

3

3

1

15

3

93 8

45 -

23

46

11

15,271 294

315 6,512

50 353 522

253

1,291 305

1,083 452 500 906

637

Source: April 2015, Council’s own data

Target by location:• 90% of traffic to local government websites comes from IP

addresses within their region which gives advertisers an excellent way to target audiences in specific areas.



• Target specific pages, sections or groups ensuring your message is delivered in context that ensures relevance to the audience and so increase response rates.

Target by context:



• Target specific pages, sections or groups ensuring your message is delivered in context that ensures relevance to the audience and so increase response rates.

• Target advertising to specific job functions and groups based on the council’s own Windows Active Directory data. e.g. - Finance, C-suite, IT.

Target by context:

Target council staff:

Target residential supply - Reach household decision makers, likely to have just moved house.

Target SMEs - Reach financial decision makers for companies accessing business rates and support information on council sites.

Relevant segments:


Percentage of impressions

40.9% 40.9% 41.10% 40.9% 40.9%

Case studies – British Gas ECOObjective• Target individuals likely to be eligible for free home insulation• Generate website engagement (enquiries and call backs)• Up-weight in certain regions based on capacity amongst installers


Campaign Deployment• Placed around benefits, housing and energy saving content on council websites• Targeted to times of day when household DM most likely to be using site• Increased impression rates in areas with installer capacity


Campaign Deployment• Placed around benefits, housing and energy saving content on council websites• Targeted to times of day when household DM most likely to be using site• Increased impression rates in areas with installer capacity

Results• 0.4% CTR around energy saving content and housing• 5 x post click event rates of other placements (anecdotal) • Performed particularly well on new inventory (councils that had just gone live)

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Council Advertising Network

Kieran Kelly- Digital Business [email protected]

Reach Council Decision Makers on their work intranetsDeliver your campaign to public sector fleet decision makers (Finance, c-suite, heads of service) across services such as:• Waste management• Maintenance • Planning• Transportation• Adult social care (meals on wheels)• Highways (gritters and street cleaners)• Environment (electric/hybrid vehicles)• Public real estate (parks and landscaping)

Reach SMEs on Business pagesBusiness decision makers access council websites to pay business rates and access regional business support services.

Your fleet campaign can use business rates content pages across council websites to reach large swathes of senior and financial decision makers within SMEs across the UK.

Reach your target audience using the network:• Council decision makers• IT groups on KnowledgeHub

The Council Advertising Network offers IT companies the ability to place display advertising in front of IT teams as they use their staff intranets

Reach your target audience using the network:


Expansion of target audienceINFORMATION TO BE ADDED

Case studies - IntranetBusiness Media objective CTR (%)Trustmarque – CURA

Targeting IT and wider council staff

0.13

Macmillan APPG Targeting adult social care

0.23

Newman University

Targeting social care workers

0.18

Council Advertising Network powerpoint (5)kkapril10 - Copy

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