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Council Advertising Network
• .gov.uk• Essential services, content and household decision makers• Target audiences by region
The story of CANA lack of scale has traditionally made it hard for local authorities to sell space on their websites to advertisers economically. They have been unable to recoup the high cost of administering an in-house team. We have overcome the scale issue by the development of the UK Council Advertising Network
National reach
The story of CANA lack of scale has traditionally made it hard for local authorities to sell space on their websites to advertisers economically. They have been unable to recoup the high cost of administering an in-house team. We have overcome the scale issue by the development of the UK Council Advertising Network
National reach
Segmented audience
The story of CANA lack of scale has traditionally made it hard for local authorities to sell space on their websites to advertisers economically. They have been unable to recoup the high cost of administering an in-house team. We have overcome the scale issue by the development of the UK Council Advertising Network
National reach
Segmented audience
1.1m monthly unique users
The story of CANA lack of scale has traditionally made it hard for local authorities to sell space on their websites to advertisers economically. They have been unable to recoup the high cost of administering an in-house team. We have overcome the scale issue by the development of the UK Council Advertising Network
National reach
Segmented audience
1.1m monthly unique users
14m monthly
page impressions
The story of CANA lack of scale has traditionally made it hard for local authorities to sell space on their websites to advertisers economically. They have been unable to recoup the high cost of administering an in-house team. We have overcome the scale issue by the development of the UK Council Advertising Network
National reach
Segmented audience
1.1m monthly unique users
14m monthly
page impressions
Trusted environment
• The Council Advertising Network offers the ability to place display advertising around specific content on .gov.uk council websites.
Our ten biggest sites…1.) www.entitledto.co.uk2.) Birmingham City Council3.) Dorset County Council (Dorset for You)4.) Norfolk County Council5.) Northamptonshire County Council6.) Derby City Council7.) London Borough of Croydon8.) London Borough of Hackney9.) Wokingham Borough Council10.) Wrexham County Borough Council
The ten biggest councils:Council
Monthly Page Impressions
(000s)Adult
Social Care Auto BenefitsBusiness & SME Children
Council Affairs
Council Tax Home
Housing & Regen. Jobs Other Planning
Sports & Leisure Waste
Entitled to 6,110 -
- 6,110
-
- -
-
- -
- - -
-
- Birmingham City Council 2,300 12
55
121
12
16 123
48
279 95
236 19
60 205
197
Dorset County Council (Dorset for You)
1,020 20
41
71
10
9
51
51
93 51
102 51 153 102
102
Norfolk County Council 930 121
56
-
- 121
65
-
140 -
121 93
-
93
-
Northamptonshire County Council 810 105
49
-
- 105
57
-
122 -
105 81
-
81
-
Derby City Council 780 16
31
39
8
8
39
39
78 39
117 39
86
78
78 London Borough of Croydon 700 3
14
35
3
3
55
17
93 29
81 18
19
86
62
London Borough of Hackney 670 3
14
33
3
3
53
16
89 27
78 18
19
83
59
Wokingham Borough Council 511 5
20
3
3
5
21
9
49 7
128 90
45
34
44
Wrexham County Borough Council 370 4
4
3
3
1
15
3
93 8
45 -
23
46
11
15,271 294
315 6,512
50 353 522
253
1,291 305
1,083 452 500 906
637
Source: April 2015, Council’s own data
Target by location:• 90% of traffic to local government websites comes from IP
addresses within their region which gives advertisers an excellent way to target audiences in specific areas.
Target by location:• 90% of traffic to local government websites comes from IP
addresses within their region which gives advertisers an excellent way to target audiences in specific areas.
• Target specific pages, sections or groups ensuring your message is delivered in context that ensures relevance to the audience and so increase response rates.
Target by context:
Target by location:• 90% of traffic to local government websites comes from IP
addresses within their region which gives advertisers an excellent way to target audiences in specific areas.
• Target specific pages, sections or groups ensuring your message is delivered in context that ensures relevance to the audience and so increase response rates.
• Target advertising to specific job functions and groups based on the council’s own Windows Active Directory data. e.g. - Finance, C-suite, IT.
Target by context:
Target council staff:
Target residential supply - Reach household decision makers, likely to have just moved house.
Target SMEs - Reach financial decision makers for companies accessing business rates and support information on council sites.
Relevant segments:
Source: April 2015, Council’s own data
Percentage of impressions
40.9% 40.9% 41.10% 40.9% 40.9%
Case studies – British Gas ECOObjective• Target individuals likely to be eligible for free home insulation• Generate website engagement (enquiries and call backs)• Up-weight in certain regions based on capacity amongst installers
Case studies – British Gas ECOObjective• Target individuals likely to be eligible for free home insulation• Generate website engagement (enquiries and call backs)• Up-weight in certain regions based on capacity amongst installers
Campaign Deployment• Placed around benefits, housing and energy saving content on council websites• Targeted to times of day when household DM most likely to be using site• Increased impression rates in areas with installer capacity
Case studies – British Gas ECOObjective• Target individuals likely to be eligible for free home insulation• Generate website engagement (enquiries and call backs)• Up-weight in certain regions based on capacity amongst installers
Campaign Deployment• Placed around benefits, housing and energy saving content on council websites• Targeted to times of day when household DM most likely to be using site• Increased impression rates in areas with installer capacity
Results• 0.4% CTR around energy saving content and housing• 5 x post click event rates of other placements (anecdotal) • Performed particularly well on new inventory (councils that had just gone live)
Reach Council Decision Makers on their work intranetsDeliver your campaign to public sector fleet decision makers (Finance, c-suite, heads of service) across services such as:• Waste management• Maintenance • Planning• Transportation• Adult social care (meals on wheels)• Highways (gritters and street cleaners)• Environment (electric/hybrid vehicles)• Public real estate (parks and landscaping)
Reach SMEs on Business pagesBusiness decision makers access council websites to pay business rates and access regional business support services.
Your fleet campaign can use business rates content pages across council websites to reach large swathes of senior and financial decision makers within SMEs across the UK.
Reach your target audience using the network:• Council decision makers• IT groups on KnowledgeHub
The Council Advertising Network offers IT companies the ability to place display advertising in front of IT teams as they use their staff intranets