Branded Content kent vele vormen. Van een gezamenlijk content platform, print specials, online advertorials tot op maat gemaakte magazines. Sanoma heeft veel van die mogelijkheden in huis en aan de hand van praktische cases, voorbeelden en bijzondere partnerships komen vele inspirerende vormen langs.

1. Branded Content
Marc Stubbé
CCO Sanoma

2. (Branded) Content
1. What is branded content?
2. Why do we do it and is it growing?
3. Branded content in Sanoma’s commercial strategy
4. Some tools-cases
2
19 February 2014
Presentation name

3. What is branded content?

4. Branded content
Native Advertising

5. Native Advertising
Native advertising is advertising that delivers
relevant content in a familiar context for the user

6. Branded Content
The creation of, or natural integration, into
original content by a brand
Cannes Lions

7. Effective
Contextual
Advertising
Branded Content
Native
Advertising
Matrix
Sponsored Texts
Advertorials
Scalability (Automation)
© 2013 DraganVaragic.com
Content (Marketing)
Advertising (Format)
User Engagement (Customization)

8. Why branded
content?

9. Native
advertising
And native advertising
is NOT:
 Traditional banner or
display ads
 Automatic
Good native advertising is:
 Delivered to the user in
the form of content
 Not disruptive
 Relevant to the user
9
19 February 2014
Presentation name

10. 10
19 February 2014
Presentation name

11. 11
19 February 2014
Presentation name

12. Branded Content Onderzoek Sanoma 2012
Algemeen





Wees relevant, informatief & actueel
Zorg voor nieuwswaarde
Duidelijk en overzichtelijk weergeven
Niet te commercieel karakter
Om de merkherkenning te optimaliseren is het aan
te raden het merk in de eerste alinea te noemen
PC, laptop
 Geef tips en adviezen
 Mogelijkheid voor meer informatie door intensief
leesgedrag
 Kop moet maximaal triggeren vanwege lagere
bezoekfrequentie
12
19 February 2014
Presentation name
Smartphone
 Kort en bondig
 To the point: "what's in it for me"
 Nieuwswaarde relatief belangrijk
Tablet
 Bied uitgebreide en rijke content aan
(bijv video, games)
 Zorg voor interactie
 Maak boodschap persoonlijk relevant

13. Positieve waardering Branded Content
Deze pagina is gemaakt om mij
producten te verkopen
Print: Advertentie
85%
36%
Print: Branded Content
83%
50%
Online: Rectangle
78%
37%
Online: Branded Content
13
Deze pagina is gemaakt om mij te
vermaken
74%
61%
19 February 2014
Presentation name

14. Succesfull content rules
1.
2.
3.
4.
5.
6.
Positive
Emotion or arousal
Create social currency
memory-inducing trigger
headlines
Quality of the story -informative
BPP
 Upworthy
 Buzzfeed
14
19 February 2014
Presentation name

15. The added value
of branded content
Trustworthy and
reliable
Great
entertainment
value
Consumers
enjoy reading it
The brand
consideration
grows
Bron: onderzoek Sanoma / mediatest 2012
Brand
awareness is the
basis for
effective
branded content

16. Branded Content
Consument centraal
Relevantie, verrijking , subtiliteit

17. Branded content and
commercial strategy
Sanoma?

18. From
Space to
Solutions

20. 20

22. Categories of Solutions
1
2
3
4
Improved
advertising
(tools, ROI)
Content
marketing
Partnerships
AIDA
Domain
solutions
Effectiveness and
efficiency
Owned and
earned media
services
Direct
Stakeholder in
(sales) results
advertiser
Build
infrastructure for
demand and
supply

23. Content
Data
Insights
Infrastructure
Platforms
Solutions

24. Categories of solutions
1
2
Improved
advertising
(tools, ROI)
Contextual advertising
Content
marketing
Ondernemersplein.nl
e.On
3
4
Partnerships
AIDA
Domain
solutions
Histor
Etos
McDonald’s
Branded Content
Leef.nl
Langlevejehuis.nl

25. Tools & Examples

26. Content
Marketing:
Intelligent
Content
Integratie
Re-use
Content
Create
Content
Sanoma:
Archive
Content
Content
library
Distribute
Content
 Supports
 Provides content
 Takes care of external
placement incl. social
 Cost efficient content
 Extention of external
organisation towards
editorial office

27. Content
Marketing:
Intelligent
Content
Platform
1. Dynamic
Content Platform
2. Data
3. Distribution
Goal:
Right message
Right moment
Right receiver

28. DATABASE
PROFILE CUSTOMER
SOCIO-DEMO
NAWT
BUY
DRIVING
ENRICH PROFILE
READ
CLICK
BEHAVIOUR
SHARE
INTELLIGENT CONTENT PLATFORM
Content
Marketing:
Intelligent
Content
Platform

29. Cases

30. Case: Histor
Challenge: Creating brand activation

31. Case: Histor
Solution in 4 stages:
1) Call: make this cupboard unique. Influencers /
bloggers played important role
2) Judging: a jury with the editor in chief from
101 woonideeën judged 2000 applications.
3) Event: the cupboards where painted in Piet
Hein Eek’s studio
4) Reporting: in Grazia, Marieclaire, vtwonen,
101 WI, Athome, adding a mini booklet, 10
how-to video’s
Results:
a lot of buzz through the influencers,
activation: 2000 applications, generating
earned media and a lot of content

32. Case: Etos
Challenge:
Becoming top of mind when it comes to babies

33. Case: Etos
Solution:
 Being part of the Customer Journey of first
time mums through a catalogue
 Together with advertisers
 Discountcoupons for mums
Distribution:
 This spring in store
 And part of the Ouders van NU babybox

34. Case: McDonald’s
Challenge:
Change perception of food quality and
origin

35. Case: McDonald’s
Solution:
Mums of Holland are watching McDonald’s and
search for the answers the questions other mums
have. At farmers, in the kitchen etc.
They tell their story.
Results:
 Stories where published in print and online
media.
 Libelle Nieuwscafe event on the topic of
quality and origin of food.

36. Case: Kamer van koophandel
Challenge:
Inspire and inform small businesses

37. Case:
Kamer van Koophandel
Solution:
an online inspiration platform, available for
tablets, smartphones and desktops
Results:

Offers inspiration

Connects

Creates traffic to Ondernemersplein.nl

38. Case: E.ON
Challenge:
creating ambassadors
and customer loyality

39. Case: E.ON
Solution:
- E.ON magazine print: the backbone of
the formula
- E.ON magazine digital
- E.ON magazine newsletter

40. Case: e.ON
Results:
E.ON magazine
- satified customers, score 7,3
- reading penetration 57%
- 67,9% feels a connection with E.ON because of
magazine
E.ON magazine digital
- reuse of content from the print magazine
- archivefunction
- positive effect on SEO and traffic on eon.nl
E.ON magazine newsletter
- 10.000 visitors every edition, 4 times above
benchmark
- open rate: 57,5%
- click through rate: 15,7%

41. Case: Leef.nl
Challenge:
Fulfilling the need of consumers to buy and
get advise on healtcare products online

42. Case: leef.nl
Solution:
A content and e-commerce platform
A magazine
Newsletters

43. Case: leef.nl
Contextual advertising

44. Case: leef.nl
Contextual advertising

45. Case: Langlevejehuis.nl
Challenge:
Owning subject sustainable living

46. Case: langlevejehuis.nl
Solution:
Dialogue platform
with tailormade possibilities
for commercial partners

47. www.sanoma.nl
Marc Stubbé
marc.stubbe@sanoma.com
@marcstubbe

48. Download de Sanoma Adverteren App voor
iPad in de Appstore
48
19 February 2014
Presentation name