CitySecrets.be Matchmaking between users & advertiser desirability by Thomas Dujardin, Corelio Speaker
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CitySecrets.be
Matchmaking between
users & advertiser desirability
by Thomas Dujardin, Corelio
Speaker
Platform
Matching user and advertiser desirability
Products
Audience Sales
Relevancy Efficiency
Platform
Matching user and advertiser desirability
Products
Audience Sales
Relevancy Efficiency
Platform
Matching user and advertiser desirability
Products
Audience Sales
Relevancy Efficiency
Platform
327 local news sites
• 213 web correspondents
• 11.000 news items per month (5.000
web only)
Matching user and advertiser desirability
Products
Audience Sales
Relevancy Efficiency
Platform
Trafic on Nieuwsblad.be/gemeente
• 200.000 unique visitors/day
• 400.000 page views per day
• 300.000 newsletter subscribers
Products
Audience Advertisers
Relevancy Efficiency
Matching user and advertiser desirability
Platform
Products
• Display ads on
nieuwsblad.be/gemeente
Different pricing models
• CPD, CPM, CPC
Profitability
• Low price
• High production cost
• High acquisition cost
• Lack of context
- Low relevance for user
- Low efficiency for advertiser (ROI)
Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform
Products
• Text ads on
nieuwsblad.be/gemeente
• Google AdWords
Pricing
• Yearly fixed price packages
Profitability
• Google = door opener => lower
acquisition cost
• Yearly packages => higher price
• More efficient for advertisers (higher
ROI)
But not sustainable
• High maintenance
• Low commission on AdWords sales
• Low relevance for user
Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform
Opportunities
• Largest local sales team
• Full coverage of Belgium
• Vast network of local and regional clients
• Free paper business under pressure
• No online platform
Challenges
• Lack of online knowledge & experience
• Complex products
• Free paper business under pressure
=> full focus on print
Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Lack of relevant context for advertising
+Lack of interest in ads
+Lack of good products
+Lack of online sales knowledge and
experience
= Low efficiency and low relevancy
=Low profitability
Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform
Target existing audience
• Attracting latent users
• Integrations in news sites
Target new audience
• Attracting active users
• Separate brand / look & feel
Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform
Products
• Marketing platform with self-service tools
& reporting (one stop shop)
• Combination of display & performance
- Premium listings
- Deals
- Coupons
- Local competitions
- Direct communication
- Commercial articles
- Bookings …
Pricing
• Yearly fixed price packages
• Upselling
Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform
Dedicated field sales team
• Sale of packages
Telesales
• Upsell
• Support
Corelio Connect
• National advertisers
Passe-Partout (long term)
• Include mature, simple products in
Passe-Partout portfolio for nationwide
sales
Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
Platform Create relevant context for advertising
+Target existing and new audience
+Offer efficient marketing tools
+
Set up a dedicated incubation sales team
(Testing and finetuning)
=High relevancy and efficiency
=high profitability
Products
Audience Sales
Relevancy Efficiency
Matching user and advertiser desirability
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