Burda Social Media - Media Sales Strategy

Digital Media
is revolutionizing
our lives!

Hello@happymarketer.com

Discussion


Why is the 600+ year old
printing press industry
suddenly struggling?

Prantik Mazumdar
Partner, Happy Marketer
prantik@happymarketer.com



Valentines Day!


02:23


1. What is the mobile penetration of Singapore?

2. What is the smartphone penetration of Singapore?

3. What is the most expensive iPhone/iPad app?

4. How many of you’ll use a mobile device while watching TV?

5. Which country has the highest per capita usage of Facebook by time?

6. Which is the fastest growing user segment on Facebook in Singapore?


We have moved into a
real-time information era

People are searching & communicating
through real time, social & location-aware mechanism

What sparked this change??


Web 2.0 encompasses services & applications
that facilitate a two-way process to
communicate, share and collaborate


Social media allows the same consumer
to be a producer & your brand
ambassador too!


The Internet has democratized
information flow.

People & Consumers have the
power & choice to communicate, critique,
discuss, share, transact through various
social & location-aware mobile tools

Brands & companies need to innovate
& offer new, relevant ways to live, work & play

Currently a Partner @ Happy Marketer

Previously, worked with another digital brand management firm

Started my career in the Civil Service – at IESingapore

Majored in Comp Engg in NUS & minor in Technopreneurship

Had won in the TEC category at
Startup@Singapore in 2004

Love cricket & a believer in social media
www.linkedin.com/in/prantikmazumdar
@pranmaz

1. Asia & Singapore’s Digital & Mobile Landscape

2. Print’s evolution in Singapore

3. Different Online Media Advertising Options


Asia & Singapore’s
Digital and Mobile
Landscape


Source: www.thomascrompton.com

• Singapore – 70%

• Australia – 37%

• Hong Kong – 35%

• USA – 31%


Mobile Web Trends are rather
unique in Asia


• Globally 8.9% of web traffic comes from mobile

• In Asia, that number stands at 14%
- Japan : 47%
- Urban China : 43%
- Singapore : 35%
- HK : 16%

• In many other Asian countries, most mobile Internet
users never use a desktop/PC
- India : 59%
- Indonesia : 44%
- Thailand : 32%


Smartphones, mobile web, mobile apps
are transforming our lives!


Now, lets see how mobile is
transforming our habits
& behaviour on social media?


Print’s Evolution in
Singapore


1. Entice users with a lot of free online PC content

2. Create apps for mobiles & tablet and offer a
different set of content

3. Create a pay-wall for online-content

4. Sell bundled print + online subscription packages

5. Offer co-branded products upon subscriptions


Drive
Traffic


Drive
Traffic

Drive
Eyeballs

Increase Increase
Subs Ad Sales


Display
Advertising

Premium Run-Of- Contextual
Run-Of-Site
Buy Network Network


1. Usually a fixed spot, fixed time-frame buy with a
minimum spend

2. High Share of Voice & hence great for brand
awareness & creating impact

3. Typically used by large brands, especially during
product launches or promotions

4. Selling unit: CPM or CPE


1. Usually non-premium spots other than the
homepage

2. Remnant inventory, dished out randomly and
hence low share of voice

3. Following a big bang launch, used to for campaign
sustenance to create stickiness

4. Selling unit: CPM or CPC or CPA


1. Usually theme-based, collectivised, non-premium
spots other than the homepage

2. Remnant inventory, dished out randomly and
hence low share of voice

sustenance to create stickiness for a niche audience



1. Usually non-premium spots other than the
homepage

2. Remnant inventory, dished out based on the
context of the content on the website

sustenance to create stickiness

4. Selling unit: CPC


Social Media
Advertising

Facebook LinkedIn Twitter


1. The primary benefit is that it is much more
targeted to a specific audience based on data

2. Sold on premium and non premium basis

3. Different kinds of creatives available: Banners,
Videos, Sponsored Stories, Polls etc.



Click-To- Click-To- Click-To-
Click-To-Call
Website AppStore SMS


Mobile Ads

1. Global mobile advertising
stands at US$3.3B

2. Asia contributes about
US$1.6B to the global
revenue (49%)

3. Mobile Ap Ads, Search Ads,
Location & In-game
placements are most
prevalent.

1. Video-Ad Unit led to 75%
higher than average CTR

2. HTML 5 Rich Media
creative featuring Emma
Watson

3. Strong call-to-action:
- Get Invited Now
- Save to Calendar
- Share on Facebook


1. Rich-media banner ad creative

2. Engage creative that allowed
viewers to try out different
features of the new HTC
phone virtually

3. Over 50,000 people tried
the virtual experience before
launch


How do you buy display ads?


Publisher

Ad Network Agency Clients


What are the different
pricing models?


1. CPM – Impression Based

2. CPC - Click Based

3. CPE – Engagement Based

4. CPL – Lead Based

5. CPA – Acquisition Based


Hope you’ve enjoyed the session.
For anything else
just drop me a tweet
@pranmaz

Or call me at +6590695123


Burda Social Media - Media Sales Strategy

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