Multichannel Helsingin Sanomat Agenda

DIGILE
Multichannel Helsingin Sanomat
10.3.2014
Agenda
Multichannel HS:
•
Combining print and digital services in the same subscription
since 2006
•
HS front page in every channel: reach more than a million
contacts in a day
A bit more than 3 years of ”eReading” – where are we in
tablet-reading and advertising today?
eReading innovations: measuring print advertising
effectivenes over night – first in the world?
NEXT MEDIA - A DIGILE PROGRAMME
3.3.2014
2
Think
multichannel
Online
Services
to the
consumer
s
Multichannel
publishing
process
Mobile and
tablets
Brand
Content
Customers
Know-how
TV
Classic
media
Services
to the
advertisers
Supplemens
and
brand
extensions
Combo subscription success
Selling ”combo subscriptions”
since 2005, as a primary
offering since 2007
•
•
More than 90% of new sales
•
Starting from 3,50/month for
the premium digital package
46% of subscriber base pay for
digital
NEXT MEDIA - A DIGILE PROGRAMME
3.3.2014
4
Growing digital subscriptions
NEXT MEDIA - A DIGILE PROGRAMME
7.3.2014
5
4.3.2014
6
Multichannel also for advertisers
HS front page in all channels
Reach more than a million
contacts one day, one
material
READERS
PER DAY
Daily print
837.000
HS.fi front page
185.000
HS mobile front page
78.000
HS iPad front page
15.000
Gross contacts
1.115.000
NET CONTACTS
1.009.000
NEXT MEDIA - A DIGILE PROGRAMME
>3 years of tablets where are we now?
7
HS iPad has been a success
91%
thinks HS iPad-app
is at least good.
57% thinks its
excellent or very
good.
66%
thinks advertising
fits well or very
well in HS iPadapp.
>60.000
readers per week
129
articles per reader
12,5
minutes per visit3.3.2014
8
Front pages
average CTR
almost 4,5%!
Full page average
CTR 3,9%!
Spreading to other tablets
– and phones
HS iPad-app to be completely
renewed, launch this week! And
for the first time the same,
tablet-designed reading
experience to be launched also
for Android-tablets.
Full page rich media advertising
has been a huge success from
both advertisers’ and readers’
perspective.
Now to be
spreaded to all tablets. And
smartphones to follow.
We’re expecting to at least
double our reader base this
year.
NEXT MEDIA - A DIGILE PROGRAMME
4.3.2014
10
An innovation from iPad analytics
NEXT MEDIA - A DIGILE PROGRAMME
5.3.2014
11
Real time effectiveness analysis
– for print media!
Using the few thousand daily readers of the pdf-version of the
paper as a panel, measuring how long they stay on each page.
•
Also on ad pages!
Comparing to RAM, a clear correlation
First in the world over-night results of a print ad results, also by
NEXT MEDIA - A DIGILE PROGRAMME
5.3.2014 12
gender, age etc. demography!
Real time effectiveness analysis
– including demographics
+ 2 seconds
72,3 %
72,4 %
74,9 %
Average 50 %
Geo:
Helsinki: 75 %
Tampere: 58 %
Turku: 78 %
Other cities: 70 %
Age:
+ 5 seconds
60,9 %
16-29: 75 %
30-49: 72 %
50 +: 75 %
Average 33 %
NEXT MEDIA - A DIGILE PROGRAMME
5.3.2014
13
NEXT MEDIA - A DIGILE PROGRAMME
5.3.2014
14
Thank you!
Kaisa Aalto, Business Manager
[email protected]
+358 50 563 6853