Maciej Wicha

Maciej Wicha works for Agora which is the leading newsmedia company in Poland. In terms of video content, Agora has its own video studio, with 12 full time employees, and 200 videos per week produced. Last month (september 2011) they generated 8 million video views. They also own Kinoplex, a VoD long form video brand, and last year they launched Adplayer – a dedicated network to leverage the scale of online advertising.

Video online is and will be a hot topic for next couple of years, here is why:

• people=readers=users expect this kind of content
• advertisers are looking for this type of content
• higher CPM’s = funds for development = more videos = more money = Netflix type of circle

In late 2010 / early 2011 the Online Publishers Association conducted a study in 8 countries: Italy, France, Germany, UK, Spain, Poland, Greece, Switzerland. Around five hundred 15-20 minutes interviews were done in each country. The key findings of the study were:

• 72% of the sample donloaded or watched an online video
• online video news’ is the most downloaded / viewed type of digital video file (55% watched online video news)
• viewership of online video news is young and well educated
• half of the users expect online videos news on the website
• the brand of the website with online video news is important to users
• 68% watched at least once a week
• online video news are sought mostly for latest news and headlines (54%) and for watching news that have been missed (47%)
• online video news are mostly watched at home in the afternoon or in the evening
• 2 things are important for the users: search and archive
• about one third of users shows willingness to pay for the video news content

The full report can be downloaded from www.opa-europe.org

Fabrice Dekerf

The main question to should be: are all the players in the media business speaking the same language?

What do publishers think agencies want? Take a look:

What do agencies really want? They want media neutral campaigns on an interactive platforms which should be:

• Real time
• useful
• engaging
• personalised
• social

What do advertisers really want apart from spending less and demanding more?

Advertisers truly want high impact campaigns with clear and instant return of investement, with:

• massive reach
• right people
• instant conversion into sales
• traceability
• consumer (inter)action

What do consumers want (apart from not paying for content and being entertained)?
They want an iPad application!

• Over 1/3 of consumers planning to purchase an iPad state this will be their first Apple product
• The iPad skews younger groups (according to Nielsen, 63% of people planning to buy an iPad are in the age of <18-34) and males (65% of surveyed planning to buy an iPad were males)
• iPad users are most receiptive to advertising
• iPad owners are also the most likely to make a purchase as a result of an ad
• iPad is the highest scoring product that a leading consumer satisfaction has ever tracked

What do publishers want? (apart from not losing on revenue, audience and advertisers)

Knowing that content is marketing in the iPad era, good idea for publishers are targetted applications with a clear use and clear target (like for example the monday sports analysis app, or cultural calendar app with reviews and based on location). Such app should offer:

• real added value for the customer
• open environment for learning and working together
• selective reach
• traceability and conversion
• repeated use

Reach in that case is not most important. Focusing on customer, quality journalism and reach all together are a perfect match.

The future of display advertising according to Google may sound too futuristic for some advertisers today. Still, Google has not made many mistakes so far, and in their opinion, in 2015 the display advertising will look like this:
1) 50% to include cost-per-video-view
2) 50% of audience buying will be in real time
3) Mobile will be the number one screen
4) At least 5 new metrics will be more important than click
5) 75% of ads will be socially enabled
6) Rich media will be present in 50% of brand campaigns
7) Display will be a $50 billion industry

Publishers thinking about the future, should take these predictions very seriously.

Metro daily belongs to Agora (a publisher of Gazeta Wyborcza). It’s the largest free daily in Poland, at the same time it is third in terms of readership within all Polish national dailies (both paid and free). The newspaper has just won the young readers newspaper of the year award.

Magda Bulak began her presentation with statement that Internet is essential, but rumours about the death of press are premature. Having this said, she introduced everyone to the latest service, which was built upon:

• complex publishing know-how
• expertise in logistics
• biggest network of hand-outers

mTarget is reaching beyond the paper. It provides a wide range of marketing tools such as BTL (“below the line”), targeted distribution, small events, street surveys, and custom publishing. It is a unique offer in Poland. mTarget services are carried out together with press campaigns in the free daily Metro. Separate client-branded mTarget actions are also organised. mTarget helps to target the message and target the product

Examples of mTarget services:

1. Series of events for PKP Intercity (railway transportation service in Poland). First, a half wrap advertisement was produced around the newspaper. Next, in 11 cities of Poland PKP Intercity’s offer was promoted. Special animators were doing polls among the consumers.

2. Product sampling Zywiec Zdroj – beverages. mTarget carried out a targeted mass sampling of chilled bottles of their new product. Logistics included nine refrigerating vehicles and a team of 200 street distributors wearing client branded t-shirts. Within two hours, 100,000 bottles in strictly selected locations of the largest cities of Poland were handed out.

3. The “Ice Age 3” movie premiere was supported by an advertising wrap covering the nationwide issue of Metro and a flash mob organised by mTarget. During the event, a large model of an iceberg with the figure of Scrat (the cult character from the movie) was placed by the client in the centre of Warsaw. A group of 15 mTarget animators dressed in t-shirts promoting the movie snatched the Scrat’s nut and carried it around the streets.

4. Metro for Berliners. A special edition of “Metro” was published, fully in German, and was distributed on the streets of Berlin. The idea was to invite the Berliners to Warsaw. Metro for Berliners contained advertisements of Polish institutions, cities, brands, all translated to German for this special newspaper edition.

Reaching your audience directly is very important. mTarget can do that, as well as target the message precisely.

Silent click is the click that doesn’t happen. It is a new metric showing the efficiency of advertising, other than click-through rate.

• In 2007, 16% of the online population accounted for 80% of all online advertising clicks
• In 2009 8% of the online population accounted for 85% of all online advertising clicks

These metrics are falling. It’s a time for new metrics that could show the real efficiency of advertising online. Display ads impact a brand search even weeks after the exposure. This effect cannot be measured by a click-through rate.

OPA together with ComScore conducted a study of online behaviour of users exposed to certain diplay ads published on the websites of OPA Europe’s members (six countries: Germany, France, Italy, Spain, Switzerland and Turkey).

Findings are based on three popular online content categories and measuring their audiences’ interaction with a selection of the leading online display advertisers from each sector during April 2010. They represent an aggregate roll-up of visitors to a pre-defined set of leading sites in each category.

Overall, advertising on OPA Europe member sites strengthens the engagement with the advertiser brand and increases advertiser site visitation. One third exposed to display advertising conducted searches for the advertised brands,
42% exposed to display advertising visited advertised brand sites.

Compared to the US, OPA Europe sites drove more traffic and generated more search for te advertiser brands

• 44% more searching for advertiser brands when compared to the US
• 95% more advertiser site visitation when compared to the US

OPA Europe member sites perform particularly well for advertisers placing ads on Business/Finance content sites.

Users exposed to ads on OPA Europe member News and Information content sites spent almost three times longer at the advertiser site than the average visitor. Users exposed to ads on OPA Europe member Sports content sites more likely to visit the brand site and search on brand terms than users exposed on portals.

There are more relevant ways to measure the effectiveness of online ad campaigns than clicks, which is a direct response metric. This way is site visitation and search on advertiser search terms measured over time are far more inclusive measures about the impact of a campaign.

Audiences exposed to display advertising are more engaged with advertisers’ sites – staying longer and consuming more pages

Environment matters; there are substantial differences in audience behaviour between those exposed to display advertising on different type of content sites.

Gabriele Ronchini

European advertising online continued to grow in 2009 (14,7 billion Euro and increase 4,5%)
Contextual advertising is a part of search (6,7 billion Euro) and had a growth of 10,8%

Premium Publisher Network which represents an opportunity for Italian publishers to face the new competitive scenario within the online advertising market, offering a unique media solution to reach qualified targets and lead the performance market. Advertisers can plan advertising campaigns on specific channels (split by topic, target, and geo-localised), selecting the most relevant keywords to reach their audience objectives.

Premium Publisher Networks offers advertising text links. This is the same type of advertisements RCS offered through Google Ad Works and L’espresso via Yahoo Content Match. PPN focuses and concentrates on content.

The idea of PPN is to create a a European online advertising network steered by premium publishers that work together (consortium) in order to protect their asset and maximize the profit of their inventory.

Economic advantages:

• exclusive offer (more earning)
• monetization of international traffic (15-20%)
• optimization of costs

Strategic advantages:

• maximize the experience (intellectual capital) and protect assets
• protect local market from international competition
• access to international budget
• greater political influence

Short term goals:

• resistance to the consortium approach
• time to market in Europe

Long term goals:

• competing with international ad network
• up to date maintenance

Sales and technological platforms are managed by an independent 3rd party sales partner. Advertisers cannot choose one site or another for the advertisments, but the entire network of sites.
The offer for publisher is: the control over performance, additional revenues, and full knowledge of audiences behavior. On the other side, the advertisers get high quality audience and no blink network.