Folie 1 - iq media marketing

Transcription

HANDELSBLATT ONLINE
Media data
TELCO & IT
SPECIAL INTEREST
ECONOMY & FINANCE
GENERAL NEWS
MILLENNIALS
HEALTH
Net reach digital:
21.74 million UU
10.98 million UU mobile:
53% mobile only
Quelle: AGOF digital facts 2016-10
INDEX OF CONTENTS
Positioning Handelsblatt Online
Target group
NEW – Handelsblatt 10 App
Digital advertising solutions
Content Solutions
Newsletter
Rate card
4
HANDELSBLATT ONLINE
The business and financial portal
Handelsblatt digital is
A byword for fast and accurate business and financial
information
The premier information resource on the Internet for
all decision-makers
A navigator, pointing users to additional relevant
sources of information
A multimedia concept: information can also be readily
accessed by mobile users
A venue for new forms of interaction with users as
well as between users
5
HANDELSBLATT ONLINE
Our digital brand family for your target group
Online
Online total:
2.53 million UU
Handelsblatt Online
Mobile
3.89 million digital Unique Users
Mobile
total:
1.41 million
UU
MEW
HB Online App HB 10 App
Global Edition
0.15 million UU
Online only: 2.38 million UU
Mobile only: 1,26 million UU
Handelsblatt
E-Paper App
Handelsblatt
Live App
Handelsblatt Morning
Briefing App
Newsletter
Source: AGOF df 2016-10
6
INDEX OF CONTENTS
Target group
Content Solutions
Newsletter
Rate card
7
HANDELSBLATT ONLINE – TARGET GROUP
Quality journalism for high-earning decision-makers
Decision makers
Very committed to the job
Successfull in one´s career &
between the ages of 30-59
High ratio of self employed and
executives
Majority of male users
Excellent education
High net household net income
Appraciate exclusive brands
High quality consciousness and
willingness to pay more for quality
High spending power
8
INDEX OF CONTENTS
Target group
Content Solutions
Newsletter
Rate card
9
HB10 – ONE DAY, TEN TOPICS
Your campaign as an after-work update
Handelsblatt10 - Smartphone App
Young, informative, clearly displayed
The 10 news items of the day, selected by the
Handelsblatt editorial team
Punctually at the end of the working day
Pure smartphone app, free download for
iOS + Android smartphones
120,000 access authorisations from the outset*
The first article, the images in the following articles,
the ads and the client article can be used as desired.
HB10 – the ideal advertising environment
Classic brand with fullspage ads**
Native as HB11 article ad***
* The app is available for download and use free of charge for all Handelsblatt Club members.
** Fullpage ads as: preloading ad, as well as mobile fullpage ad between 2/3 and 6/7 article
*** The ad is integrated with image and text from the client as an 11th article (labelled as ADVERTISEMENT
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HB10 – HIGH-IMPACT INTEGRATION OF YOUR CAMPAIGN
Overview of all bookable HB10 positions
Alle buchbaren H10 Platzierungen im Überblick
11
INDEX OF CONTENTS
Target group
Content Solutions
Newsletter
Rate card
12
THE DIGITAL HOMEPAGE
Your cross-device communication platform
HANDELSBLATT.COM
Handelsblatt Mobile
(app.handelsblatt.com +
iPhone and Android App)
13
You can find more information in our showroom
DIGITAL PAGE ROTATION
Smart ad combinations to drive your message
Profit from a digital discount of 10% on the gross price
Book both online + mobile with a single ad – a clever
and non-complex choice
Halfpage ad
Medium rectangle
Appealing design in our popular ad combinations in
the iq digital portfolio with the matching ad companion
Scalable to the desired AI volume to suit your
campaign
14
You can find more information in our rate card
INPUT - INTEGRATION
Ensuring your presence where the pros and people interested in finance obtain their
information
INPUT is your long-term presence in the
financial sections, close to the editorial content.
INPUT showcases your products, your news and your
brand in the places frequented by people interested in
finance and decision-makers.
INPUT guides potential traders of your
products to your microsite using intelligent traffic
concepts.
INPUT permits the publication of your
own content (direct access to the CMS)
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PROFIT FROM SECTION-SPECIFIC VOLUME PACKAGES
Intelligent combination of online & mobile at attractive terms
For effective communication with a narrow target group
& positioning of your advertising message in a relevant
topic environment
Advantages:
1 digital booking
1 week duration
1 guaranteed AI volume
1 price at attractive CPMs
Added option:
Fixed position for your message or exclusive branding
of a section1
1
Additional option: fixed position for a 50% surcharge | Exclusive fixed position with 100% SOV for a 100% surcharge (exclusion: proprietary advertising of the publisher)
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QUALITY APP PACKAGE
Your presence in six of Germany’s biggest news apps with a single booking
382,000 paid access authorisations
Your direct line to Germany’s decision-makers in our top media brands:
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You can find more information in our “QAP” presentation
DIGITAL MOVING IMAGES – INTELLIGENTLY PLANNED
Effective combination of in-stream and in-page
Cross format campaigns clearly have a longer-lasting
impact!
Ad recall
The moving image study confirms superior ad impact1.
The example of ad recall:
Mono in-page moving image and mono in-stream
contacts already generate attention.
But the multiplying effect of the cross-format
strategy takes attention scores to a whole new
level.
1
Moving image study conducted in the network : iq digital | Interactive Media | G+J ems | Tomorrow Focus Media | VDZ
You can find more information in our “Research” area
140
130
120
110
100
90
123
100
107
109
Kontrollgruppe
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DIGITAL MOVING IMAGES – INTELLIGENTLY PLANNED
Effective combination of in-stream and in-page
In-stream
Digital
Pre-roll
1
Online
Video ad package1
Up to 20 seconds
Expandable video ad
Up to 30 seconds
Halfpage ad expanding
Video wallpaper, video fireplace, video pushdown billboard
In-page
Mobile
Mobile movie ad
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THE VIDEO AD PACKAGE
You send us your spot and we build your video ad for you!
High coverage for your spots – 100 Mio. AIs per week
available! 1
Easy handling – our service:
You send us your spot and we build your video ad
for you –
no additional fees - no hosting fees!
The usage on more websites within the iqd portfolio
is possible, with only one delivery
Campaign specific modulation of your spots
According to the frequency of contacts and / or
timelines
Or according to target groups and / or environments
1
E.g.: Video Fireplace
E.g. MPU video in the iq digital premium-portfolio.
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You can find more information in our Showroom
THE CONTENT VIDEO AD
The innovative multimedia format at the heart of the page content
Video within a Wide Rectangle format (640 x 360px)
The video scales within the article to the maximum
article column width and starts (without sound), as
soon as 30% of the video are within the visible section
The sound is directed via MouseOver/ MouseOut. Via
the „Replay Button“ the video restarts. Via the „CloseButton“ the player disappears
Video length max. 30 seconds
NEW: Content Video Ad – CPCV
Billing only with 100% completed view
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You can find more information in our Showroom
OPTIMIZE YOUR TARGET GROUP ADDRESS…
…and spreading loss with our targeting possibilities
Open up specific client potentials on our strong
premium media brands
Address, besides others, target groups that are hard
to access via classical environment bookings
Our targeting system enables a maximum of flexibility
and a sharp target group address
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You can find more information in our „Targeting presentation“
FOR EVERY CAMPAIGN GOAL…
…we offer the right, individual targeting solution
Based on utilisation
Contextual
iq target
Basic
iq target
ReMarketing
iq target Decision
Maker
iq target
Keyword
Based on data
iq target
Data
Supplementary technichal targeting is possible with all products – without extra fees
23
You can find more information in our „Targeting presentation“
OUR STUDY CONFIRMS: DIGITAL WORKS!
Increase the advertising effect with digital bookings!
+10%
+25%
+11%
+22%
Brand awareness
Ad recall
Sympathy
Interest
Source: iqd digital Digital Story; n = 698 Mobile only; n = 5.124 Online only; , n = 352 Online + Mobile
Index compared to the camapign effect of an online campaign (Index 100): Online only vs Mobile only vs Online + Mobile
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INDEX OF CONTENTS
Target group
Content Solutions
Newsletter
Rate card
25
OUR CONTENT INTEGRATION CONCEPTS
A perfect fit for your communication objective
Own content space
Product communication
Content marketing
Putting a topic on the agenda
The product & the brand are
the focal point of the
communication strategy.
The theme & the content
are the focal point of the
communication strategy.
Brand and product content
are the centrepiece of
communication.
The brand is intelligently
linked to the content –
without becoming the focal
point.
OBJECTIVE:
Involvement & mobilisation
OBJECTIVE:
Information
Classic sponsoring
Using relevant environments
The product & the brand are
positioned in the relevant
theme environment by
means of classic display
branding.
OBJECTIVE:
Image transfer
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CONTENT INTEGRATION CONCEPTS ON HANDELSBLATT
A perfect fit for your communication objective
Content marketing
Classic sponsoring
Longform Advertorial
MORE
iq Content Plattform
MORE
Editorial Special
MORE
Advertorial
MORE
Markenstimme
MORE
Multimediaspecial
MORE
Microsite
MORE
Client Content Hub
MORE
Own content space
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THE LONGFORM ADVERTORIAL (1/2)
Your content in a Long Read layout
1
Fluid layout
Reading pleasure on all
devices
Emotional address due to
abundant pictures & videos
Interactive elements for a
high user involvement
High contact intensity due to
the long reading flow
Bookable as Basic Package
or Premium Package1
Basis Package: all texts & pictures provided by the client; Premium Package: texts are written by a service editorial, pictures are provided by the client
You can find more information in our Content Solutions presentation
Live-Sample
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THE LONGFORM ADVERTORIAL (2/2)
Interactive elements for a high user involvement
Big cover picture with
zoom effect
Prize draw with an online
banner with CTA (eg to
clients landing page)
Sticky element with
references & link to the
next chapter
Picture gallery
Calendar function
Video integration
Information box which
links to clients landing
page
Information box with
thematic links related to
the ad
Live-Sample
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You can find more information in our “Content solutions” presentation
THE CLASSIC DIGITAL ADVERTORIAL
With the visual look of the media brand
Your own content space on Handelsblatt.com
Ample room to communicate your product details
Article teasers guide users to various topic areas
and articles.
Stylish lead-off for emotive communication
Possible add-on elements, such as:
Image galleries
Videos
Social media widgets
Study downloads
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THE DIGITAL MICROSITE ON HANDELSBLATT.COM
Your content with the look & feel of your brand
Created in line with your layout rules & corporate
design
Integration of your microsite via iFrame directly below
the header of Handelsblatt
Portland entdecken
Suitable for digital utilisation – online and mobile
– as a fluid, mobile-optimised iFrame
Convenient integration of forms through direct link-up
to your systems
Direct documentation of performance scores in your
server
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OUR PRODUCT FOR YOUR NEEDS (1/2)
Content Marketing with iq Content Plattform is…
Easy
Individual
Authored by a service editorial
Adjusted to the respective
surrounding
Scalable
Secure
Applied on more websites & devices
Guaranteed views on the CCP
32
IQ CONTENT PLATFORM (2/2)
Smart teaser actions for successful results
Native content teaser
Article
Entrypage
33
HANDELSBLATT BRAND VOICE (1/3)
Put your theme on the agenda
Award-winning journalism with maximum credibility
Handelsblatt has won multiple awards for
Handelsblatt Online is the relevant
editorial quality and credibility.
voice on the Internet for reliable, first-hand business and financial news.
Do you want to put your theme on the agenda and position yourself as an expert vis-à-vis your target group?
Brand Voice provides you with the perfect platform for the long-term positioning of your brand.
Continuous awareness driven by firm integration on the homepage - enables selected companies to visibly align
themselves with the Handelsblatt brand.
You position your themes in the editorial environment, always clearly identified as advertising and yet up close
to readers.
An editorial service team prepares your content in the same high quality and in the same depth as the
carrier medium. Always up to date. Always credible.
34
Put your theme on the agenda
Native teasers: Brand voice boxes on
Handelsblatt online and mobile
Your own Brand voice homepage
Brand voice article
35
Elements and service – 12-week duration
Separate section for the client in “Brand voice”
Separate overview page for all articles of the client
Box on the “Brand voice” section start page
in rotation with max. 3 other “Brand voice” clients
Box on the homepage of Handelsblatt Online with max. 3 other clients
Box on the “Companies” start page on Handelsblatt Online Position in rotation with max. 3 others
Box on the Homepage of Handelsblatt Mobil (Web app) with max. 3 others
Basic volume: 4 articles, planning and conception, max. 3 approval rounds
Preparation of one article a week (incl. topic research)
Implementation of your image and video material
Production of native teasers to generate traffic
Preparation of reports, qualitative evaluation and derivation of recommendations for action
Coordination/Correction loops with the client
36
CONTENT MARKETING IN PERFECTION … (1/3)
… with tailored integration of a client content hub
Our tailor-made solutions offer a truly individual communication approach, so that you can use content marketing
to position your company in the long-term as an expert for the issues that interest your target group.
A customised client content hub creates a central integration feature in the look & feel of the anchor medium and
caters to the interest of your target group in information on your specific topic in exciting and informative articles.
Our experienced journalists in the Special Content team write exclusive articles for you, curate existing content and
are on hand as full-service contacts for all matters involving editorial services and preparation.
Image galleries, the integration of videos and social media, reader surveys on different key issues and other
interactive elements ensure a varied and complete reading experience for users.
37
…with an individual Client Content Hub Integration
Client Content Hub
Exemplary traffic driver
Exemplary ClientContentHub
Homepage
Exemplary article
38
… with tailored integration of a client content hub
8 weeks lead time
Duration of at least 3 months
Delivery of content (e.g. images, videos) and ads by the agency / client by individual arrangement;
production of content pieces (e.g. articles, surveys, dossiers) and updating of the client content hub
by the Special Content team; production of ads optional – by arrangement
Number of articles and content pieces by arrangement
Reporting and qualitative evaluation by arrangement
Reach forecast
Traffic measures by arrangement
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EDITORIAL SPECIALS (1/2)
A high-impact environment for your communication concept
Theme specials penned by the Handelsblatt editorial
team - with the focus on business and financial news
and events
Your advantages as a sponsoring partner:
High attention levels & positive image transfer
through exclusive booking of all ad spaces
High reach in the special driven by editorial traffic
via additional teasers & permanent position in the
navigation bar
Even more competitively priced due to the
additional discount for “internal links” and “cobranding”
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EDITORIAL SPECIALS (2/2)
High digital reach for your advertising message
Themenspezial – Exklusives Sponsoring
Editorial traffic through distribution
of articles + editorial teaser
elements on the website & in
rotation
Digital media traffic generation
Fixed position on the website
Interne Verlinkung
Editorial traffic generation
In rotation & in a relevant topic
environment
Co-branding
*Auf Anfrage: Entscheidung liegt bei der Redaktion
Zurück zur Übersicht
41
Mehr Informationen finden Sie in unserer Content Solutions-Präsentation
HANDELSBLATT LIFESTYLE MAGAZIN (1/3)
The most beautiful and most personal sites of the economy
Tradition and expertise of Germany‘s leading economic
editorial in combine with lightness and elegance of a
modern magazine.
The digital magazine unites the content of the print
magazine with the content of the Handelsblatt weekend
version. It gets presented to the digital user in an
outstanding multimedia environment.
With extensive interviews of famous persons, backgroundstorys, profiles and insights to entrepreneurial success
stories.
The Handelsblatt Lifestyle Magazin gets exclusively
published on demand by the sponsor.
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Be the exclusive Sponsor - Halfpage Ad on the whole article level
Es gibt diverse Möglichkeiten und Werbeformen um Ihre Inhalte Ihrer gewünschten Zielgruppe zu kommunizieren.
Um den passenden Kommunikationsweg für Ihre Kampagne zu finden ist eine differenzierte Betrachtung Ihres
Kampagnenziels von großer Bedeutung.
Die Einordnung der strategischen Kampagnenausrichtung erfolgt in zwei Dimensionen:
Content Marketing vs. Integrative Werbeformen
Individuelle Kommunikation vs. Skalierbare Kommunikation
Mock-up,
Here
*Halfpage Ad 300x600 (also possible as special ad format 400x600)
43
Exclusive Sponsor of the Digital Lifestyle Magazin
Es gibt diverse Möglichkeiten und Werbeformen um Ihre Inhalte Ihrer gewünschten Zielgruppe zu kommunizieren.
Our special offer at a glance
Um den passenden Kommunikationsweg für Ihre Kampagne zu finden ist eine differenzierte Betrachtung Ihres
Kampagnenziels von großer Bedeutung.
duration:
6 weeks (7. November – 18.Dezember)
integration:
exclusive client Halfpage
Ad*
in allDimensionen:
articles
Die Einordnung
der strategischen Kampagnenausrichtung
erfolgt
in zwei
reach:
150,000 guranteed ad impressions on the magazine
Content
vs. Integrative Werbeformen
reachMarketing
construction
co-branded with the
Individuelle
Kommunikation
brand logo
of the client:vs. Skalierbare
800,000 adKommunikation
impr. ROS Mobile Fullscreen Interstitial and Online Sitebar
3 weeks ad on the Handelsblatt Live App
3 weeks ad on the Handelsblatt 10 App
editorial
reach construction:
via teaser on the homepage and in the „Panorama“ section
rate:
78,960€ gross
* Halfpage Ad 300x600 (also possible as special ad format 400x600)
44
INDEX OF CONTENTS
Target group
Content Solutions
Newsletter
Rate card
45
HANDELSBLATT NEWSLETTER
Mit Ihrer Botschaft direkt ins Postfach des Users
Morning Briefing / Morning Briefing Global Edition
Your platform at the start of the day.
Get an extra shot in your coffee with the Morning Briefing, a daily dose of
wisdom and commentary on the day’s top stories, straight from our publisher’s
desk. More than 400,000 subscribers, average opening rate: 25%
Der Chefökonom" (Chief Economist)
Every Friday, the economic briefing of Handelsblatt Research Institute provides
a summary of the current economic process. The newsletter offers
commentaries and statements, valuation of economic data as well as an
outlook to the upcoming week. Almost 70.0000 subscribers, average opening
rate: 26%
Finance Today
The day’s financial news at a glance – filtered by the experts in the Handelsblatt
editorial team. The financial pros therefore not only have instant access to all
the day‘s relevant information in their sector but can also read what industry
insiders are thinking.The ideal medium to directly target the financial sector and
informed investors. Almost 70.0000 subscribers, average opening rate: 26%
Two classic formats are bookable: skyscraper in the format 200x600px or breaking ad measuring 610x200px; jpg png;
Specials formats f.e. advertorial ad on request
46
INDEX OF CONTENTS
Target group
Content Solutions
Newsletter
Rate card
47
THE MOST IMPORTANT LINKS
Overview
Rate card
Technical specifications
Market research
Showroom ad formats
48
WIR FREUEN UNS AUF SIE
NIELSEN
1, 5-7
iq digital media marketing gmbh
Brandstwiete 1 (Neuer Dovenhof) | 20457 Hamburg
Telefon 040 30183-174 | Telefax 040 30183-283
hamburg@iqdigital.de
NIELSEN
3A
Eschersheimer Landstraße 50 | 60322 Frankfurt
Telefon 069 2424-4535 | Telefax 069 2424-4555
frankfurt@iqdigital.de
NIELSEN
2
Kasernenstraße 67 | 40213 Düsseldorf
Telefon 0211 887-2060 | Telefax 0211 887-2099
duesseldorf@iqdigital.de
NIELSEN
3B, 4
Nymphenburger Straße 14 | 80335 München
Telefon 089 545907-34 | Telefax 089 545907-24
muenchen@iqdigital.de
Key Account Manager Finanzen • Christoph Tiede
Telefon 0211 887-2327 | Mobil 0151 14659860
christoph.tiede@iqdigital.de
INTERN.
SALES
International Sales • Christine Pakendorf
Telefon +49 211 887-1330 | Telefax +49 211 887-971330
international-online@iqm.de
FINANZEN
iq digital media marketing gmbh | Kasernenstraße 67 | 40213 Düsseldorf | Telefon 0211 887-2625 | Telefax 0211 887-972656 | info@iqdigital.de | Web www.iqdigital.de
Technischer Service | Telefon 0211 887-2649 | banner@iqdigital.de
49

Folie 1 - iq media marketing

Transcription

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