Successful advertising. Crossgenial.

Transcription

1 Successful advertising. Crossgenial.

2 DER STANDARD derstandard.at: Our philosophy 2

3 DER STANDARD: Reach and circulation Reach Monday Saturday Saturday Readers MA 2017 ~ NRS* National Reach MA 2017 ~ NRS* Decisionmakers LAE 2017 ~ BMRS ,5 % 6,7 % 14,5 % 28,9 % Circulation Monday Saturday Saturday ÖAK 2017-II ~ ABC Number of copies printed Number of copies distributed Number of copies sold Subscriptions * Survey: January December

4 Male Female A-Levels/ High school graduate Higher Education up to thru thru ABC1 up to 39 ABC1 up to 49 Early Adopters DER STANDARD: Readership Gender Age Education completed Household income net Social class Consumer habits 60% 55% 50% 45% 50% 40% 35% 39% 30% 20% 10% 8% 22% 16% 16% 18% 10% 10% 25% 13% 18% 19% 27% 27% 0% DER STANDARD Reference: MA 2017 ~ NRS, Survey: January December 2017; readership structure in % Population total 4

5 Readership by age and income Newspaper readers by average age and net household income DER STANDARD Salzburger Nachrichten Kurier OÖ Nachrichten Vbg. Nachrichten Tiroler Tageszeitung Kleine Zeitung Kronen Zeitung Österreich (free of charge) Heute (free of charge) Reference: MA 2017 ~ NRS, Survey: January December 2017 (mean value for Austrian new spapers) 5

6 Reach in federal states Across the country: A question of competence. On weekends as well as during the week. 42,0 26,0 MA ~ NRS MA ~ NRS (Weekend) LAE ~ BMRS LAE ~ BMRS (Weekend) 4,8 4,9 8,6 20,0 5,4 5,7 11,9 27,4 13,313,5 Vienna Upper Austria Lower Austria and Burgenland 31,5 25,6 24,2 21,5 4,4 5,3 11,5 Vorarlberg 5,4 5,1 Tyrol 12,2 5,1 5,3 9,0 Salzburg 29,6 3,9 4,5 Styria 11,4 11,6 2,8 3,0 Carinthia References: MA 2017 ~ NRS (Survey: January December 2017), LAE 2017 ~ BMRS; reach per federal state in % 6

7 Die Presse More is more Comparing the reach of DER STANDARD and Die Presse. 6,5% readers more at 31 % lower rates than Die Presse. 4,2% Ø age: 43,0 CPM*: 27,00 Ø age: 50,4 CPM*: 39,40 * Cost per mille Reference: MA 2017 ~ NRS (Survey: January December 2017), rate example: JP 4c, valid October 2017; w eekly average 7

8 Overlapping readerships other newspapers Readers who will only read DER STANDARD and those who read other newspapers, as well. DER STANDARD Exclusive readership 63,5 % 63,5 % of DER STANDARD readers do not read either Kurier, Die Presse or Kronen Zeitung. Kurier 15,9 % Die Presse 15,1 % Only 15,9 % also look into Kurier, 15,1 % also read Die Presse and 16,3 % read Kronen Zeitung. Kronen Zeitung 16,3 % Reference: MA 2017 ~ NRS, Survey: January December

9 Overlapping readerships other magazines Readers, who are interested in politics and economics, who will only read DER STANDARD and those who read other business magazines, as well. DER STANDARD Exclusive readership 75,7 % 75,7 % of DER STANDARD readers do not read either Trend, Gewinn, News or Profil. Trend 4,5 % Gewinn 7,1 % News 6,8 % Only 4,5 % also look into Trend, 7,1 % read Gewinn, 6,8 % News and 13,1 % read Profil. Profil 13,1 % Reference: MA 2017 ~ NRS, Survey: January December

10 Overlapping readerships lifestyle magazines Readers, who are interested in lifestyle topics, who will only read DER STANDARD and those who read other lifestyle magazines, as well. DER STANDARD Exclusive readership 89,9 % 89,9 % of DER STANDARD readers do not read either Diva, Wienerin or Woman. Diva 1,4 % Wienerin 4,8 % Woman 5,5 % Only 1,4 % also look into Diva, 4,8 % read Wienerin and 5,5 % read Woman. Reference: MA 2017 ~ NRS, Survey: January December

11 Special ad formats in DER STANDARD More creative freedom. More flexibility. More attention. Cover Inside Out RONDO Tip-On RONDO Special RONDO Stencil Vertical STANDARD Different paper color Cover bar Sustainability report The presented ad formats are only a selsction of opportunities. Please, find out more about our special ad formats on derstandard.at/advertising. 11

12 About derstandard.at derstandard.at/total Unique Users* 14+ years, national Reach* 14+ years, national Unique Users* 14+ years, national Unique Clients** Visits** Page Impressions** Length of stay per Visit** Usetime per page** derstandard.at/mobile Mobile Unique Users* Mobile Unique Clients** Mobile Page Impressions** ,90% :57 01: per month per month per w eek per month per month per month in minutes in minutes (PI) per month per month per month Ratio stationary/mobile devices*** 58% 52% Devices used to visit derstandard.at 48% 42% Version of derstandard.at used Stationary Devices (Unique Clients) Mobile Devices (Unique Clients) Full Version (Unique Clients) Mobile Version and Apps (Unique Clients) The difference in numbers between devices used and version used occurs due to users visiting the full version on mobile devices (mainly tablets). Sources: * ÖWA Plus 2017-IV, multi domain; ** ÖWA 3/2018, multi domain; *** internal measurement 3/2018 (usage of mobile and stationary desktop pcs and notebooks devices) 12

13 The Austrian online market Extract from the Austrian range of newspapers Unique Clients = different terminals Unique User = different persons derstandard.at krone.at oe24.at kurier.at diepresse.com kleinezeitung.at 1:53 1:36 1:35 Time per Page Impression in min:sec 0:48 0:40 0:35 krone.at derstandard.at kurier.at diepresse.com oe24.at kleinezeitung.at References: ÖWA Plus 2017-IV, single domains; ÖWA 3/2018, single domains 13

14 Male Female A-Levels/High School graduate Higher education up to 1,500 1,500 thru 2,500 2,500 thru 3,500 3,500+ ABC1 up to 39 ABC1 up to 49 derstandard.at readership Gender Age Education completed Household income net Social class 60% 54% 50% 46% 41% 40% 35% 30% 21% 20% 20% 24% 26% 23% 30% 20% 15% 16% 16% 10% 10% 9% 6% 0% derstandard.at Total Reference: ÖWA Plus 2017-IV, multi domain; readership structure in % 14

15 Reach in federal states Across the country, derstandard.at is popular among readers. 41,4 31,2 ÖWA Plus 28,5 Vienna Lower Austria Upper Austria 33,9 24,1 29,3 27,0 29,7 Vorarlberg Tyrol Salzburg 28,6 Styria Burgenland Carinthia Reference: ÖWA Plus 2017-IV, multi domain; reach per federal state in % 15

16 derstandard.at mobile platforms mobile access/month* text.derstandard.at mobil.derstandard.at iphone App ipad App Android App Desktop Version Total iphone ipad Android other OS Total PI Total UC Reference: * internal measurement 3/2018 (access to the according product via mobile device) 16

17 derstandard.at invites to linger derstandard.at ist Austria s #1 among newspapers concerning the length of stay online. derstandard.at hours krone.at hours kurier.at hours oe24.at hours kleinezeitung.at hours diepresse.com hours References: ÖWA 3/2018, single domains/month. Total length of stay = (Number of visits) x (average lenth of stay per visit). 17

18 Jan 13 Feb 13 Mrz 13 Apr 13 Mai 13 Jun 13 Jul 13 Aug 13 Sep 13 Okt 13 Nov 13 Dez 13 Jan 14 Feb 14 Mrz 14 Apr 14 Mai 14 Jun 14 Jul 14 Aug 14 Sep 14 Okt 14 Nov 14 Dez 14 Jan 15 Feb 15 Mrz 15 Apr 15 Mai 15 Jun 15 Jul 15 Aug 15 Sep 15 Okt 15 Nov 15 Dez 15 Jan 16 Feb 16 Mrz 16 Apr 16 Mai 16 Jun 16 Jul 16 Aug 16 Sep 16 Okt 16 Nov 16 Dez 16 Jan 17 Feb 17 Mrz 17 Apr 17 Mai 17 Jun 17 Jul 17 Aug 17 Aug 17 Sep 17 Okt 17 Nov 17 Dez 17 Jan 18 Feb 18 Mrz 18 derstandard.at invites to linger derstandard.at reaches the longest average time on site in comparison with other Austrian websites by newspaper publishers derstandard.at krone.at oe24.at kleinezeitung.at diepresse.com kurier.at heute.at news.at Reference: ÖWA 3/2018, single domains; average time on site in hours per month and site Average time on site = time users have spent on a site across all visits 18

19 Decision-makers choose DER STANDARD in print, online or both. Print Reach (absolute) Reach in % Academics PNI* Monday Saturday ,5 % 58,5 % Saturday ,9 % 54,8 % Digital Reach (absolute) Reach in % Academics PNI* Monday Sunday ,3 % 61,5 % Crossmedial Reach (absolute) Reach in % Academics PNI* Monday Sunday ,5 % 61,9 % ,9% total reach: 23,5% Crossmedia 7,7% 6,8% 9,0% 14,5% Print Print 14,5% Crossmedia Digital DER STANDARD DER STANDARD (Sat/Sun) Digital 15,8% Reference: LAE 2017 ~ BMRS (Print: readers per issue; Digital: users per day; Crossmedial: cross-media-reach per day) * Personal Net Income 19

20 Decision-makers choose DER STANDARD Not only the newspaper performs well in reaching decision-makers, also derstandard.at is Austria s best-performing online-platform when it comes to readers in executicve roles. DER STANDARD 7,7% 6,8% 9,0% 23,5% Die Presse 9,8% 5,7% 5,5% 21,0% Print Crossmedia Digital Kurier 12,3% 4,4% 3,9% 20,6% Kleine Zeitung 10,4% 5,4% 3,1% 18,9% Reference: LAE 2017 ~ BMRS (Print: readers per issue; Digital: users per day; Crossmedial: cross-media-reach per day) 20

21 Visibility guarantee Following the recommendation of the VOeZ (Austrian Newspaper Association) the ad visibility guarantee 60/1-30 applies to all ads on derstandard.at. An ad is considered delivered when at least 60% of its pixels are in view for at least one second. After 30 seconds the depicted ad may change. 21

22 Optimize your campaign Targeting, click and conversion optimizing help your campaign to achieve better advertising results. Pinpoint your online ads with targeting By placing your ad in a corresponding environment (e.g. concert tickets in arts & cultures) or by delivering it to your special target audience (e.g. LoHaS in Vienna) you offer the reader extra value and thus increase the relevance of your message. Self-learning Performance-Campaigns Reach your specific campaign goals by using our click or conversion optimization. First, we show your ad to all users. We then identify users who have clicked on your ad/bought your product. We target further campaigns to similar clickers or buyers. This should lead to an increase in your click or conversion rate. You receive a market research report for your brand and click/ order variable for further campaigns. 22

23 Native Advertising is characterized by paid ads that are cohesive with the page content and very well assimiliated into the design. It offers relevant content in an environment of interest to the reader. This way you create awareness for and involvement with your specific concern. Your advantage: Campaigns in high quality journalistic environments enjoy a higher perception, credibility and advertising acceptance, they will be better remembered and will finally lead to higher brand sympathy. Feature Promotion Promotion with user interaction Live Ticker 23

24 Thank you for your interest! We are looking forward to hearing from you.