1. Sanoma Media Netherlands
Stefan Havik

2. § http://www.youtube.com/watch?v=Br2KSsaTzUc

3. “Marketing budget is limited, sales budget unlimited”
Performance Based:

4. Performance Based
Sucks!

5. Performance Paradox
Lawof diminishingreturns
Effortà
Resultà
100
100
1

6. Not a charge model, but necessary added value
Performance Based:

7. CPS is just a way to reduce risk
Charge models:

8. CPS shifts the way we optimize
(focus on my own ROI)
Charge models:

9. CPM is the fastest growing currency
Charge models:

10. Optimization and managing risks
Performance Based:

11. Agency fee
Publisher revenue

13. Publisher revenue
Agency fee
SSP’s, DSP’s, DMP’s,
Technology providers,
Data providers, tradings
desks….

14. Adding value

15. Data
Trading & optimization
Technology as a service

16. 1. Increase share of wallet
Make advertising more efficient by combining
data, technology and optimization to:
2. Become #1 player in leadgeneration
3. Performance advertising competence center

17. Data

18. Technology

19. Optimization

20. Device
Launch
&
Iterate
Context
Creative
Audience

21. Site
Zone
Page
Placement
Context

22. Creatives

23. Devices

24. Data: Analytics

25. Data: Targeting
Interest
Intent

26. Example

27. Interest data

28. Intent data

29. Results
CTR + 6%
CCR + 42%
CTR + 33%
CCR + 64%

30. Advertising
creatives
Advertiser Network Affiliate
Creatives +
tracking
Visitors
Sales fee € 100,- € 30,- € 70,-
Affiliate Marketing

31. 1. Extra revenue source
Why we use affiliate marketing:
2. Insights and data source
3. Hassle free (low cost of sale)

32. 1. Authority of a brand
How we use affiliate marketing:
2. Close to a transaction
3. High volume

33. “Affiliate sites”

34. Affiliate revenue 2013

35. Affiliate revenue 2013

37. What’s Next?

38. Data science

39. Privacy

40. Cross Media

41. Goals

42. 1. Invest in creatives and optimization
Takeaways
2. Look beyond the last click
3. Prepare for the data age

43. Questions?