Advertising on Playboy.de. The lifestyle portal for men

Transcription

1 Advertising on Playboy.de The lifestyle portal for men

2 PLAYBOY at a glance Möglicher Untertitel UUs Visits PIs AIs (Video) EDITORIAL CONCEPT Key message: Everything that men enjoy. Articles, photo galleries and videos from the areas of sports, lifestyle and entertainment Sophisticated erotic photography, up-to-date interviews, portraits and reports USERS Relevant for advertisers: more than 56 percent of the users are 20 to 49 years old Male: 84 percent male users and 16 percent female users 44 percent are working, with a household net income of or more PLAYBOY is men s virtual paradise! is one of the leading cross-media lifestyle brands! is a social trendsetter! Source: AGOF daily digital facts, Aug 2018, single month (Aug 2018), population of 16+; IVW 08/2018; AdServer (DFP) 2 Advertising on Playboy.de BurdaForward Advertising

3 Reach Unique users in million Total digital reach 0.14 Online 0.14 Source: AGOF daily digital facts, Aug 2018, single month (Aug 2018), population of Advertising on Playboy.de BurdaForward Advertising

4 Editorial concept FASCINATION Everything that men enjoy Stories about the exiting aspects of life with beautiful women and men who make their dreams come true. LIFESTYLE Articles from the categories Motor, Sport, Lifestyle, Style and Entertainment as well as sophisticated erotic photography and interviews, portraits and reports. INNOVATION Our revolutionary ad model guarantees user-friendliness. Largescale special presentations are possible with the Backdrop Slider Ad. Furthermore, we offer native ads with added value. MULTIMEDIA Appealing multi-media contents on all digital channels: exciting articles, photo galleries, videos, interactive quizzes and much more. 4 Advertising on Playboy.de BurdaForward Advertising

5 Our topics Playboy.de covers a variety of topics Topics covered in the category Lifestyle Unique users in million Playboy.de 0.14 Motor Travel Motorsport Gadgets Passion Entertainment Playboy.de Playmates 0.09 Style Career Watches Pleasure Sports Events Playboy.de Homepage 0.08 Source: AGOF daily digital facts, Aug 2018, single month (Aug 2018), population of Advertising on Playboy.de BurdaForward Advertising

6 That s how you benefit from Playboy.de LIFESTYLE SOCIAL Positive content creates the ideal advertising environment Winner in terms of reach in the competitive environment NEW AD MODEL Improved perception and visibility of your advertisements SPECIAL INTEREST CROSS MEDIA Reliability based on long-standing expertise and advice Special interest target audience who likes commercials 6 Advertising on Playboy.de BurdaForward Advertising

7 Advertising on Playboy.de Brand Reach & Traffic

8 Continuing trend in the competitive environment Playboy ranks in 3 rd place among the German lifestyle magazines for men and holds its position! Total digital reach - unique users in million menshealth.de 1.04 GQ.com rd place Source: AGOF daily digital facts, Aug 2018, single month (Aug 2018), population of Advertising on Playboy.de BurdaForward Advertising

9 Media performance development Page impressions and visits in million 23,17 23,74 24,01 22,62 24,72 23,86 21,90 23,51 21,83 21,75 21,09 21,49 21,80 1,71 1,87 2,05 1,69 2,19 1,92 1,87 1,95 1,73 1,76 1,61 1,60 1,58 Aug 17 Sep 17 Okt 17 Nov 17 Dez 17 Jan 18 Feb 18 Mrz 18 Apr 18 Mai 18 Jun 18 Jul 18 Aug 18 PI's Visits Source: IVW 08/ Advertising on Playboy.de BurdaForward Advertising

10 Pre-roll inventory: development of reach 100 percent digital since July 2016 Pre-roll inventory in million 1,20 1,00 0,80 0,60 0,58 0,61 0,66 0,55 0,83 0,99 0,85 0,86 0,73 0,68 0,58 0,64 0,55 0,40 0,20 0,00 Aug 17Sep 17 Okt 17 Nov 17Dez 17 Jan 18 Feb 18 Mrz 18 Apr 18 Mai 18 Jun 18 Jul 18 Aug 18 Digital Apps Total Source: AdServer (DFP) 10 Advertising on Playboy.de BurdaForward Advertising

11 We are social! 2,285,701 1,379,866 Sources: Facebook, YouTube (08/2018) 11 Advertising on Playboy.de BurdaForward Advertising

12 We provide traffic! 12 Traffic proportions 3% 2% 27% Social media Search engines Referrals Direct 68% Source: similarweb.com (08/2018) Advertising on Playboy.de BurdaForward Advertising

13 Advertising on Playboy.de User Demographics

14 Playboy.de users are RELEVANT FOR ADVERTISERS More than 56 percent of the users are between 20 to 49 years old. MALE 84 percent of the users are male and 16 percent are female. WELL-EDUCATED More than 44 percent have a high school or a university degree. HIGH-INCOME More than 44 percent of the users have a monthly household net income of 3,000 or more. Source: AGOF daily digital facts, Aug 2018, single month (Aug 2018), population of Advertising on Playboy.de BurdaForward Advertising

15 User demographics Proportion in % Gender Male 84 Female 16 Age years years years years years 39 Education No secondary school qualification 1 Secondary school 55 Abitur, university degree 44 Occupation Working 70 Not (no longer) working 21 Trainee 10 Household net income up to 1, ,000 to less than 3, ,000 or more 44 Source: AGOF daily digital facts, Aug 2018, single month (Aug 2018), population of Advertising on Playboy.de BurdaForward Advertising

16 Advertising on Playboy.de Rates & Additional Services

17 Premium publishing products Rates effective as of 1 October 2017 DESIGN Customizable and creative in the form of text, video, quiz and many more CONTENT MEDIA PRIMARILY traffic feed through native and social teaser elements SECONDARY Additional branding through display media CREATION Emotional and relevant content using the tonality of the brand with added value for the user NATIVE ADVERTISING EXTERNAL TRAFFIC FEED Through all of our BurdaForward brands OUR PRODUCTS Branded Piece Branded Hub Editorial Branded Hub A single article that is created by our Partner Studio to fit the media brand s target audience A dedicated website for the customer with several articles created by our Partner Studio. The content created by our Partner Studio is also combined with the independent editorial articles. from 7,500 gross from 1 month from 25,000 gross from 3 months Clear labelling as well as separation of advertising content provided by the customer and editorial articles. Time frame and rates vary depending on the scope, time frame and booked media brand. We would be happy to prepare a customized advertising concept for you. from 35,000 gross from 3 months 17 Advertising on Playboy.de BurdaForward Advertising

18 Rate card Media Booking options and rates from 1 October 2017 (CPM in euro) Online Smartphone Mobile PREMIUM REACH Ad format Device Environment Run-of-site Channel Run-of-networld Pre-roll* Shortclip Ad Billing: cost per completed view Outstream Ad Nicht inapp Billboard / Mobile MPU 2:1 Halfpage Ad Wallpaper Premium Ad Bundle (Billboard, Half Page Ad) Medium Rectangle Ad Bundle (Leaderboard, Skyscraper, Medium Rectangle, Mobile MPU 6:1) Skyscraper Leaderboard / MCA 4: *Surcharge for HTML5 creatives via VPaid technology: 10 gross, available on stationary and mobile web. 18 Advertising on Playboy.de BurdaForward Advertising

19 Rate card Media Booking options and rates from 1 October 2017 (CPM in euro) Additional services Ad production Landing page production for all devices Rate On request On request Targeting Audience extension Targeting on real data, keyword targeting Re-targeting, Predicitive Behavioural Targeting, Technical Targeting (i.e. geo, browser targeting), weather targeting Exclusion of devices (multi-screen bookings) (surcharge per excluded device) Surcharge per criteria on rate card CPM Auf Anfrage 7,50 5 Exclusion of single websites / apps from run-of-site placements (surcharge per website / app) For additonal rates, fixed rates, T&Cs, information and formats please visit Our minimum booking amount is net per insertion order. 19 Advertising on Playboy.de BurdaForward Advertising

20 Your contact KOLJA KLEIST Director Customer & Brand Management Tel.: (+49) 089/ PETRA ALBERS Deputy Director Customer & Brand Management Director International Sales Tel.: (+49) 089/ SABRINA BÜCHEL Director Programmatic & Agency Management Tel.: (+49) 0211/ BurdaForward Advertising GmbH BurdaForward Advertising GmbH BurdaForward Advertising GmbH 20 Advertising on Playboy.de BurdaForward Advertising

21 Advertising on Playboy.de We would be happy to prepare a customized advertising concept for you. Images used: