Media data golem.de - iq media marketing

Media data
golem.de
Contents
Positioning of site
Target group
Advertising options
Video
Mobile
Newsletter
Targeting solutions
Advertising impact tool
Price list
Contact
2
iq digital Portfolio
Quality coverage both online and mobile
General news
Editorial special interest
Community
Vertical theme networks
Online: 16.14 million. UUs; AGOF if 2013-03
Mobile: 2.6 million UUs; AGOF mf 2012-II
3
Positioning of golem.de
4
golem.de – IT news for professionals
Germany’s leading IT news portal for users
interested in B2B and IT
Core topics: software and hardware, Internet,
telecommunications and consumer electronics
Target group: personnel responsible for online
activities, marketing decision-makers and buyers
in the field of IT as well as users who are
extremely interested in IT and consumer
electronics
Top moving image content: the information
services are rounded off by professionally
produced video content
5
golem.de – updated new for IT decision-makers
News
heise.de
computerwoche.de
computerbase.de
B2C
B2B
(IT pros)
ZDNet.de
(consumers)
pcwelt.de
computerbild.de
chip.de
Product reviews/How-to guides
6
golem.de
Still Number 1 among IT- decision makers
golem.de
341
CIO Online
336
TecChannel
328
Heise Online
280
netzwelt.de
215
Computerwoche Online
211
PC Welt Online
Chip Online
Computer Bild.de
162
150
142
Composition index
Source: ACTA 2012, Ranking by IT-settings, operational ITK- investments: Consumer total basis: the total population
7
golem.de – first choice for IT decision-makers
1
STRONG AMONG IT DECISION-MAKERS
golem.de is the most popular technology and IT website among IT decision-makers – a byword for
quality and opinion-leading content.
2
HIGH READER LOYALTY LEVELS
The loyal user base of golem.de ensures optimum contact distribution for your campaign
as well as constant high homepage reach.
3
THEME-SPECIFIC DELIVERY
Whether online or mobile – golem.de’s systematic keyword targeting concept ensures that you reach
your target group in the theme environments that attract their interest.
4
INNOVATIVE ADVERTISING FORMATS
With ad formats like content wallpaper on the website or the HMTL5-capable XXL stage on the
tabsite, golem.de sets new trends and opens up new channels for advertising clients.
5
CONTENT IS KING – MULTIMEDIA SERVICE ON ALL DEVICES
No matter where the IT pros happen to be – they can access the content of golem.de anywhere, any
time: via PC, notebook, tablet or smartphone.
8
golem.de – promising performance data
PIs
42.738.032
Visits
Unique users
Video views
12.218.841
1.851.000
391.124
PIs Smartphone
Unique Mobile User
3.098.774
312.000
PIs Tabsite
Unique User Tabsite
2.159.178
225.000
Sources: PIs and visits: IVW April 2013; unique users: AGOF internet facts 2013-03; video views: own measurements – ad server (April 2013) PIs smartphone: own
measurements April 2013; PIs tabsite: own measurements March 2013
9
Target group of golem.de
10
golem.de - targets IT decision-makers in the
prime of life with high incomes
Share of users in percent
Gender
Composition index
male
female
82
36
19
20-29
Age
30-39
40-49
50 and older
38
22
270
159
87
17
23
11
1,500 to less than <2,500€
Net HH income
166
2,500 to less than <3,500€
26
87
17
3,500€ plus
Decision-makers* in the company
89
32
150
10
138
Source: AGOF internet facts 2013-03; Composition index = share of the target group in the respective user base relative to the total population.
*Decision-makers = independent professions, self-employed, management executives, senior civil servants
11
golem.de – users interested in IT with a need
for financial security
Interests (composition index)*
Computer and video games
238
Fee based music
236
Computer software
231
Computer hardware
Home cinema
225
211
Purchase plans (composition index)*
Home cinema
203
Other insurances
184
Rental cars
180
Mobile phone contracts
173
DSL
171
Source: AGOF internet facts 2013-03; Composition index = share of the target group in the respective user base relative to the total population. Interests = “Am (very)
interested”, purchase plans = “Certainly/perhaps plan to buy/take out during next 12 months”
12
Advertising options at golem.de
13
golem.de
The ideal solution for every communication objective
Coverage
iq network
rotation
Text link/Teaser
Image / Size
Showroom
Homepage
events
Affinity /
Image transfer
Section booking
Theme special
Sponsoring
Information
Microsite
Advertorial
Newsletter
Lead
generation
iq direct
response
iq target
14
New format with maximum impact
– content wallpaper
A first: content wallpaper directly within the
homepage – eye-catching and impossible to
miss
Comprises: content flash stage (below the
top story) and a halfpage ad connected to
each other
Lead time: at least 5 workdays
Cost-free creation
Price for content wallpaper
Fixed position on homepage + ticker:
16,000 € gross / 170,000 AIs a day
15
The Sitebar at golem.de
The poster of Online Marketing
Maximum visibility
Maximum space
The ad gets stuck and offers a big creative
design-space. It scales automatically on the
screen size.
Delivered flash-file:300x600 Pixel
The ad gets stuck after
scrolling to the bottom
Bookable as one-day fixed-placement
16
Homepage billboard – exploit this creative
format in an exclusive position
High-impact integration across the full
page width
Animated images or videos in attractive
positions directly below the horizontal
navigation bar generate high attention
and interest
Format: 940 x 200
Price for billboard
Fixed position on homepage + ticker:
6,200 € gross / 170,000 AIs a day
17
The optimal combination at the homepage:
Teaser-combi
The perfect combination for an exclusive
Homepage-fixed-placement
Choose yourself:
Billboard + Medium Rectangle or
Wallpaper + Medium Rectangle
18
Wide rectangle – big format, big impact
Your medium rectangle in an extra-wide
format
Use the full width of the content on the
left-hand side and generate even more
attention
620 x 250
Price Wide Rectangle:
50 € CPM with Keyword-Targeting
19
Context-based delivery of your advertising
via keyword targeting
The golem editorial team assigns relevant
keywords to an article based on:
producer (e.g. Sanyo, Novell, Microsoft,
Lenovo)
product (e.g. smartphone, printer,
digital camera)
topic (e.g. cloud computing,
virtualisation, storage)
event (e.g. Cebit, IFA, Gamescom)
Over 1.000 keywords are available
Give us a call – we’d be happy to help you
choose the best keywords for your
campaign.
20
Your own content integrated at the heart
of golem.de – with advertorial
Your own content is integrated in a
subpage of golem.de.
Sample content: editorial articles, picture
galleries, videos, whitepaper, info
graphics, newsletter registration form
and much, much more
Your advertorial is reliably tied in via a
permanent teaser.
Additional traffic via a media package
with flanking ad formats
21
Advertorial basis package
(content delivered by client – layout by golem.de)
Website / Product
no. of CPM
Costs
Discount
weeks in EUR
in EUR
Advertorial*
golem (Advertorial - up to 5 pages)
Layout**, programming and integration
4
expected AI
4.500,00 EUR
Advertorial*
4.500,00 EUR
Traffic generating activities
golem.de
MPU on golem.de with contextual targeting (incl. 50% discount for internal link)
Wallpaper on golem.de with contextual targeting (incl. 50% discount for internal link)
4
4
25,00
35,00
6.250,00 EUR
5.600,00 EUR
250.000 AI
160.000 AI
Total (incl. 50% discount for internal link)
4
28,90
11.850,00 EUR
410.000 AI
28.200,00 EUR
16.350,00 EUR
410.000 AI
50%
15%
14.572,50 EUR
Package offer
Media gross
discounted gross
agency-net including 15%
35,54
The offer is subject to change without further notice, rates are partly eligible for discounts and might be subject to VAT.
* No further discounts on production costs
** Surcharge of addigional 2,500 EUR for producing the content of the advertorial.
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golem.de – standard advertising options
Leaderboard
728x90 px
Skyscraper
120x600 px
Wallpaper
800x90 and 160x600 px
MPU
300x250 px
Video advertising
Text link
150 characters
23
Video
24
Video advertorial: complex products explained in
simple terms – in a video
A unique opportunity for clients to also attractively
showcase products that require some degree of
explanation
Header teaser
220x140 pixels
golem.de produces a professional product video for
you complete with 360-degree presentation of all
features in the accustomed quality format of a golem
video product test.
Two sample editorial videos:
Dell Latitude xt2 / Zune HD
Video production*: 3,500 euros gross
Advertorial production: 2,500 euros gross
Advertorial integration: 500 euros gross per week
The video advertorial is generally publicised in the
header teasers on the start pages.
Example of a video player for a
product test conducted by the
golem.de editorial team
25
Videos at golem.de
golem.de is already well known for its quality
reporting on topics from the world of IT – and is
now using its online video services to extend its
range of editorial expertise. With its selfproduced videos featuring …
updated IT news
hardware and software product reviews
interviews with leading figures from the
IT sector
reports from key trade fairs
… as well as trailers, golem.de
already records over 700,000
video views a month.
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Pre-roll / Post-roll
With a pre-roll booking, your advertising
message is shown as a spot before the
video content and therefore generates
maximum attention levels.
With a post-roll booking, your video
advertising follows the editorial video
content.
27
Special ad format – “video frame”
The video [email protected] offers an area of
800x600 pixels incl. pre-roll ad.
The frame serves as a companion ad for a
pre-roll ad. In other words, the frame is also
visible/clickable after the pre-roll.
Prices for portal rotation (pre-roll with video
frame)*:
Pre-roll + VF up to 15 sec:100.00 €
Pre-roll + VF up to 20 sec:110.00 €
Pre-roll + VF up to 25 sec:120.00 €
Pre-roll + VF up to 30 sec:130.00 €
*Gross CPM
Example of a video frame
28
Web TV in an innovative, expanding video
medium rectangle
New innovative multimedia advertising format:
integration of the videos in a medium rectangle:
1
One totally new feature is the option of expanding the
video for enhanced viewing pleasure by simply
dragging the medium rectangle to the desired size.
Users who click on the video are forwarded to the
2
landing page of the client.
As on TV, videos can now be optimised for
environments based on timelines, days or target
group GRPs.
Web TV has several advantages over conventional TV: 3
decision-maker targeting, proximity to online shops,
flexibility and a selective target group which is almost
impossible to reach via classic TV campaigns.
CPM (e.g. in portal rotation) = 50 EUR (gross)
29
Mobile
30
The golem tabsite
Your direct line to the tablets of IT decision-makers
Your XXL stage on the tablet-optimised
golem website – exclusive positioning as
sole client on the homepage
Or: your medium rectangle on the article
pages – also bookable complete with
keyword targeting!
The XXL stage
can adjust
automatically for
portrait and
landscape format
Both ads can be delivered on HTML5
basis, thereby permitting interaction
with the user
Time-based volume booking – 1 month:
Ad format
XXL stage
Med. rec.
Med. rec.
Position
Homepage
Article RoS
Article keywords
AI volume
150,000 AI
250,000 AI
50,000 AI*
Price
9,000 €
7,500 €
2,500 €
*subject to availability
31
Our Tip: Medium rectangle online
and the tabsite in combination
Deliver your medium rectangle for
your online campaign in HTML5 and
extend yourself through attractive
prices without any further
expenditure at the golem.de tabsite.
Online
HTML5
300x250
Tabsite
32
You can also reach IT pros on their smartphones
– via the golem mobile portal
At the golem-mobile portal the IT-decision
makers read mobile about their relevant
information
With 0,241 million UMU* golem lies at the
first place among mobile IT-B2B sites
Reach your target group for example with a
mobile banner at:
Homepage – directly below the first article
Article page – directly below the header
*Unique Mobile User of AGOF Mobile facts 2012
33
The keyword targeting is possible at golem.de
online and mobile!
34
Content relativeness and no spreading loss
– with the keyword targeting at the tabsite
The medium rectangle at the golem
tabsite is also bookable with keyword
targering:
You get advertised immediately in
content and
only in relative topics – articles
Big variety on keywords available
Simple extension of your online
campaign is also possible at the tabsite!
*AGOF Mobile internet facts 2013-03
35
THE innovation by golem.de
Keyword targeting now on smartphone!
The advantages of keyword targeting on
the smartphone are in your hands – you
reach the decision makers
everywhere and anytime
in relative topics - articles
golem.de is the strongest IT site of
AGOF mobile facts 2012 in B2B Segment
Contact us and we will inform you about
the available range of your keywords!
Internet
Smartphone Apple
Mobile PC-Hardware
Audio/Video
Applications
Android
Facebook
Politics/Justice Games
Copyright
36
Targeting solutions
37
Precision communication with your target group
– iq target
Based on the proven, leading technologies of nugg.ad, DoubleClick and many other
providers – and underpinned by exclusive
iq digital optimisations and our data gathered in a broadly
based portfolio full of strong brands
Systematic targeting based on criteria like sector,
department, size of company or position - a
unique player in the German advertising market
Intelligent integration of your campaign with
high-quality booking environments - deep
targeting all the way down to the editorial
keyword level or based on stock market/
corporate data
Wide range of tools and special solutions – also
for exotic, elite advertising target groups
38
First-rate target groups
– iq target campaign examples
Finance for SMEs
Business travel
Family van
Company owners and
management executives
Company owners and
management executives
Net HH income >
3,000€
10–250 employees in
the company
Marketing, sales or
distribution departments
30–59 years of age
>3 persons in household
Internet provider
Mobile network services
Hair colouring
Geotargeting by
postcode of offer region
Interested in tariffs and
telecommunications
Male
40–59 years of age
Interested in entertainment, cinema etc.
Keywords: smartphone,
iPhone, Android etc.
Interested in haircare
39
Advertising impact tool
40
Advertising impact can now also be measured on
mobile devices – “ad results mobile”
The documentation of click rates is not sufficient to measure the success or otherwise
of your online campaign.
The advertising impact tool provides you with valid information on the relevant success
parameters:
Brand recognition
Advertising recall
Brief sociographic data
Used on the mobile pages of
Süddeutsche.de
Handelsblatt.com
ZEIT ONLINE
Golem.de
41
Advantages and prices – ad results mobile
Analysis of mobile premium and decision-maker
target groups documented by almost no other survey
Classic test design with test and control group
200 respondents in both the control and test groups
High level of standardisation allows short-notice
documentation of findings
Conditions:
Campaign volume: at least 1.2 million AIs
Campaign duration: at least 2 weeks
Costs for study: 3,000 €*
Free of charge from a mobile campaign volume
of 10,000 €* agency net
*) plus VAT
42
Analyse the impact of your campaign with our
advertising impact tool
On its own, the documentation of click rates is not
sufficient to measure the success or otherwise of an
online campaign.
The advertising impact tool in the decision-maker and
premium portfolio of iq digital provides you with valid
information on the relevant success parameters:
Likeability of a brand or product
Willingness to recommend to others
Willingness to purchase
Optionally bookable:
Technical measurement of the view time of the ads
used in a campaign
Extension into a crossmedia advertising impact
study (print & online)
43
Advertising impact study – benefits & prices
Ad impact measurement, transparency and
optimisation of your campaign success in
communicating with our premium target groups
Classic test design with test and control group
Optional measurement of ad visibility as a further
parameter for campaign evaluation
High level of standardisation allows short-notice
documentation of findings and ensures cost
efficiency.
Costs
Free of charge from a
campaign volume
(net of agency
commission) of
Standardised online ad impact survey
1.000 €
30.000 €
Standardised online ad impact survey
incl. measurement of view time
2.000 €
40.000 €
Comprehensive customised online ad
impact study incl. view time
measurement
3.500 €
50.000 €
Crossmedia ad impact study
5.000 €
130.000 €
Crossmedia ad impact study incl.
measurement of view time
5.500 €
140.000 €
Type of study
All prices plus VAT
Measurement of ad impact via parameters like
recall, likeability, willingness to buy etc.
Measurement of the crossmedia effects of user and
reader targeting in print/online campaigns
44
Price list
45
golem.de - CPM figures
Ad format
Wallpaper
Halfpage ad
Pushdown ad
SideKick ad
Wrapper ad
MPU
Skyscraper
Leaderbord
(Flash) layer + reminder
(Flash) Layer
Textlink / Teaser
Sponsoringleiste
Ad bundle (Superbanner,
Medium Rectangle, Skyscraper)
Expandable video ad
A Section
B Section
(Themes: Finance, Money,
Economy, Companies)
iq Target golem.de |
Keyword Targeting
iq Target network
ROS on golem.de | Channel
Network ROS
80 €
70 €
70 €
70 €
70 €
65 €
45 €
45 €
140 €
120 €
20 €
70 €
60 €
60 €
60 €
60 €
50 €
39 €
39 €
120 €
100 €
15 €
–
60 €
53 €
53 €
53 €
53 €
45 €
34 €
34 €
100 €
90 €
–
–
47 €
40 €
40 €
40 €
40 €
35 €
25 €
25 €
80 €
70 €
10 €
18 €
30 €
26 €
–
–
26 €
20 €
17 €
17 €
50 €
45 €
–
–
-
-
-
30 €
18 €
70 €
60 €
53 €
40 €
26 €
Volume discounts 2012*
From annual gross booking
volume of
25.000 €
50.000 €
100.000 €
250.000 €
500.000 €
750.000 €
1.000.000 €
Discount in %
3,0%
5,0%
10,0%
12,5%
15,0%
17,5%
20,0%
You can find our full rate card at
http://www.iqm.de/Online/ratecard2012
* Basis: total client gross volume with iq digital, cumulative, no rebates. All prices
effective 01/2012 and plus VAT. Older rate cards are no longer valid. The General Terms
and Conditions for Advertisements of the portal operators and/or iq digital media
marketing gmbh (viewable at: www.iqdigital.de) apply.
46
golem.de - Fixed prices
Price level
Advertising Medium
Ad Placement/ period
golem.de
Homepage + ticker
/ day
1
2
Als per day /
week
MPU | Expandable
video ad | Content
Billboard
Halfpage ad |
Wallpaper |
Pushdown ad |
Sidekick ad/
Slidechannel
150.000
3.300 €
4.000 €
3
4
5
6
Fireplace |
Homepage
branding |
Billboard
Pushdown
Billboard |
AufmacherKomb |
Homepageevent | Skyline
ad | Sitebar
Homepage
Takeover |
HomepageEvent XL
ContentWallpaper |
Content-Switch
3D Cube |
Screengrabbing
6.000 €
8.500 €
8.700 €
10.000 €
All prices plus VAT
The advertising terms and conditions of the portal operators or of iq digital media marketing gmbh apply; viewable at www.iqdigital.de
Advertising Medium
Explanation
Homepage-Branding
Wallpaper + content flash stage
Lead-off combination
Flash stage + MPU or Wallpaper + MPU
Homepage Takeover
Wallpaper + flash stage + MPU
Homepage-Event
Flash stage + Background image
Homepage-Event XL
Flash stage + Background image + MPU or Fireplace + MPU
Content-Wallpaper
Flash stage and Halfpage ad in combination in the content
All prices effective 01/2012 and plus VAT. Older rate cards are no longer valid. The General Terms and Conditions for Advertisements of the portal operators and/or iq digital media
marketing gmbh (viewable at: www.iqdigital.de) apply.
47
golem.de – Fixed prices for mobile advertising
Advertising Medium
Ad placement
AI-volume
gross price
mobile banner (6:1 oder 4:1)
mobile network ROS
1.000.000
20.000 €
mobile banner (6:1 oder 4:1)
mobile network ROS
3.000.000
54.000 €
mobile banner (6:1 oder 4:1)
mobile network ROS
5.000.000
75.000 €
Mobile premium-portfolio: Handelsblatt mobile site, Handelsblatt iPhone-App, ZEIT ONLINE mobile site, ZEIT ONLINE iPhone-App, Süddeutsche.de mobile
site, Süddeutsche.de iPhone-App, golem.de mobile site, finanztreff.de mobile site, jetzt.de mobile site, WirtschaftsWoche Online
Portal
golem Mobil
golem Tabsite
golem Tabsite
Ad placement
Booking type / period
time-based volume booking/
mobile site
week
tabletoptimimised
time-based volume booking/
website - homepage month
tabletoptimimised
time-based volume booking/
website - ROS
month
Advertising
medium
AIs per day /
week
fixed price
mobile banner 6:1 oder 4:1
300.000
9.000 €
XXL-stage
150.000
9.000 €
MPU
250.000
7.500 €
All prices effective 01/2012 and plus VAT. Older rate cards are no longer valid. The General Terms and Conditions for Advertisements of the portal operators and/or iq digital media
marketing gmbh (viewable at: www.iqdigital.de) apply.
48
golem.de - Mobile- and video-advertising
Portal ROS |
Channel
Network ROS
Premium
mobile banner standard (6:1)
50 €
30 €
70 €
mobile banner medium (4:1)
50 €
30 €
90 €
80 €
mobile banner large (2:1)
60 €
40 €
Pre-roll bis 30''
100 €
90 €
mobile gallery ad (6:1 od. 4:1)
60 €
40 €
Pre-roll up to 15'' with companion
90 €
75 €
mobile gallery ad (2:1)
75 €
50 €
Pre-roll up to 20'' with companion
100 €
85 €
mobile flip banner (6:1 or 4:1)
50 €
30 €
Pre-roll up to 25'' with companion
110 €
95 €
Pre-roll up to 30'' with companion
120 €
105 €
mobile banner ad plus (6:1 or 4:1)
60 €
40 €
Pre-roll up to 15'' with video frame
100 €
–
mobile banner ad plus (2:1)
75 €
50 €
Pre-roll up to 20'' with video frame
110 €
–
Pre-roll up to 25'' with video frame
120 €
_
Pre-roll up to 30'' with video frame
130 €
_
Pre-roll up to 15'' with overly ad
80 €
70 €
Pre-roll up to 20'' with overly ad
90 €
80 €
Pre-roll up to 25'' with overly ad
100 €
90 €
Pre-roll up to 30'' with overly ad
110 €
100 €
Post-roll
20 €
15 €
Overlay ad
20 €
_
Portal Rotation
Netzwerk Rotation
Pre-roll bis 15''
70 €
60 €
Pre-roll bis 20''
80 €
Pre-roll bis 25''
Ad format
Advertising Medium
Older rate cards are no longer valid. The General Terms and Conditions for
Advertisements of the portal operators and/or iq digital media marketing
gmbh (viewable at: www.iqdigital.de) apply.
49
Contact
50
Please contact us for more information!
iq digital media marketing gmbh
A division of the Handelsblatt
Publishing Group
Kasernenstraße 67
40213 Düsseldorf
Telephone 0211 887-2626
Fax
0211 887-2656
E-Mail
[email protected]
Web:
www.iqdigital.de
Technical Service
Telefon
0211 887-2649
E-Mail
[email protected]
Nielsen 1 , 5-7
iq digital media marketing gmbh
Brandstwiete 1 (Neuer Dovenhof)
20457 Hamburg
Telephone 040 30183-174
Fax
040 30183-283
E-Mail
[email protected]
Nielsen 2
iq digital media marketing gmbh
Kasernenstraße 67
40213 Düsseldorf
Telephone 0211 887-2060
Fax
0211 887-2099
E-Mail
[email protected]
Nielsen 3a
iq digital media marketing gmbh
Eschersheimer Landstraße 50
60322 Frankfurt
Telephone 069 2424-4535
Fax
069 2424-4555
E-Mail
[email protected]
International Sales
iq digital media marketing gmbh
Kasernenstraße 67
40213 Düsseldorf
Telephone
+ 49 (0)211 887-1330
Fax
+ 49 (0)211 887-971330
E-Mail
[email protected]
Switzerland
Top Media Sales GmbH
Chamerstrasse 56
6300 Zug
Telephone
+41 (0)41 7105701
Fax
+41 (0)41 7105703
E-Mail [email protected]
Nielsen 3b, 4
iq digital media marketing gmbh
Nymphenburger Straße 14
80335 München
Telephone 089 545907-34
Fax
089 545907-24
E-Mail
[email protected]
51