Mediafin - IAB Community

Mediafin - Adblockers
IAB
Bilingual media group
Focus on business news
Main brands: De Tijd and L’Echo
Staff = 220 of which 140 in newsroom
50+ mio € revenue
9 mio € ebitda
Power of our shareholders
Products
Total reach De Tijd + L’Echo
Digital
23 February 1995: tijd.be is the first news site in Belgium
2008: digital first strategy
2010: paywall
2010: tablet app (pdf replica)
2011: smartphone app
2012: new format newspaper
2013: update tablet app (tablet optimised)
2014: update website
2015: new mobile offering
Price is what a fool…
Concerned by Adblockers, yes but...
Ads = 58%
Subscriptions = 42%
Keeping the balance, to prevent...
●  Ads overkilling
●  Editorial being disturbed by advertising
●  “News on demand” principle
●  100% Advertising model
●  Bringing the audience in the “backstage”
●  Aggressive tracking
●  ...
Importance given to user experience
Preventing...
Multiple answers
Multiple answers
Multiple answers
Multiple answers
Answer #0 : soft, yes. Efficient?
Answer #1 : Prohibited formats
Answer #2 : Ads specifications
●  No “Full page overlayer”
●  No “Expandable Leaderboard”
●  Prudence with “Push-Down Leaderboard”
●  If “Splash page” : “Opportunity To See” = 1
●  Premium Display + User Experience = Targeting & some
sections without ads
Answer #3 : Dialogue with the newsroom
Answer #4 : Listening to the audience
Alternative #1 : Brand Content
Alternative #2 : Engagment VS clics
Market today
We all focus on “quantify”
All impressions are valued equally
Alternative #2 : Engagment VS clics
Cost Per Hour
Let’s focus on “quality”
Because… every impression behaves differently
Alternative #2 : Engagment VS clics
Cost Per Hour
Measure and guarantee engaged time and viability
Alternative #3 : Ad-free model, and...
●  No “ad-free subscription model” expected
●  No higher ads volume expected
●  Growing investment to improve “user experience”
Next big challenge? Mobile & social
Next big challenge - Bis? Reinventing Advertising
Merci
Thanks
Bedankt
@NicolasBecquet
●  mediafin.be
●  trustmedia.be
●  lecho.be - tijd.be