The INMA Innovative Advertising Seminar

Henrik Berger Jørgensen

Partner, Mindshare Norway

Axel Springer, BerlinJune 15, 2012

PR Advertising

Advertisers’ & Medias’ Quest for a

Common Ground with Readers

Image by sindesign/flickr.com

RELEVANCE

Who wants to be

SECONDARY content?

“Advertisers distract users; users ignore advertisers. Advertisers distract better; users ignore better.”

Seth Goldstein

TRUST

Source: Nielsen Global Trust in Advertising Survey 2012

82%

of Europeans find banner ads irrelevant

Source: Nielsen Global Trust in Advertising Survey 2012

“Content is something they want to hear; advertising is something we want to say.”

Faris Yakob

Looks like …

ContextValues

CredibilityCreativity

Reappraisal

Marked as advertisingPaid for

Editorial approval

Digital Insertion

KEY METRICS

400.000 clicksVisitors 6% adult population1/3 visited more than onceCTR 0,2-0,6%

4/5 read more than 1 article1 min. pr. session

75% ‘directed to me’84% ‘usefull information’84% ‘inspiring’85% ‘interesting’94% ‘will read more inserts from Maxbo in future’

Beyond advertorials …

What will happen this year?

Local campaign for season start Newspaper, outdoor & online

msn: Commercial product

(Unpaid) Bloggers

Lifestyle: Editorial Content, insertion & paid ads

Editorial content & videos

Partnership Evolution

2012

2011

2010

2009

• Content/functionality• Prizes• Rights• Exclusivity• Branding• Purpose• Credibility• Cash

ADVERTISERS

• Traffic/affinity• Publishing systems• Content production• Journalist know-how• Readership insight• Optimisation capabilities• Technology• Final cut

PUBLISHERS

To Brand or not to Brand …

Image by hvleis/flickr.com

Image by juvertson/flickr.com

What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can go wrong? What can g

Image by lindsay evans/flickr.com

Sustainable business model?

This is what norwegian celebrities look like

Ambition Year 2 With very limited budget:

•Reach people under 35 years

•Inform about the purpose

•From 1 day to 1 month

Barriere Extreme clutter, particularily at Christmas

Barriere 1: A lot of ‘Give money to the poor children of Africa’-advertising

Image by brian tomlinson/flickr.com

Barriere 2 No one wakes up in the morning and thinks today I will give money to charity, in the same way one might think today I have to remember to buy milk, or today I would like a new shirt or an ice cream.

Barriere 2: ‘Poor children in Africa’ are not relevant. They don’t fit into the target group’s life.

Poor children in africa

ChallengeHow to communicate Red Nose Day so it is relevant to people under 35, stands out in the clutter, and at the same time inform about the purpose – through a whole month, with very limited resources?

Challenge: Make any grey November day, a Red Nose day

Image by gamma-ray productions/flickr.com

InsightRed Nose Day does not have to be a pointed finger with pressure to contribute, rather a campaign that gives people something

Image by ken’s oven/flickr.com

Insight 2Norwegians are a people that need help to warm up and have fun – some comic relief in their day to day life

Image by dorkesq/flickr.com

Branddynamics

Culturaldynamics

Ideas youlove to share

Red Nose is a gift, not

a pointed finger

Everyone has the right to be

a child

Norwegians need comic relief, not

more Africa relief

Show real people in paid advertising … help discovery

Inform & activate through media partnership

1 month on front page

Evolving content

Share photos on Facebook

Livestream photos in banner ads

All ads different

Livestream where people might need comic relief

Integrate Facebook Connect in banners ads

Amplification ideas

Amplification ideas

Earned media

170.000 read articles

89% awareness (before the TV-telethon)

95% awareness people under 35 years