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Mktmedia increases digital advertising revenue with real-time bidding strategy

28 January 2015 · By Fredrik Strauss

Mktmedia is a joint business venture owned by six Swedish newspaper media groups, mostly newspapers with digital versions.

The media group’s main digital revenues today are from local advertisers. We believe that programmatic advertising has arrived and will continue to grow slowly, since it’s both a technology shift and a matter of how agencies and buyers are working today (read: manually).

Real-time bidding requires new skills and processes internally from buyers, which may take two to three years. In 10 years or so, I think we are all going to ask ourselves, “Why did we do so much manually before?” RTB saves time for both buyers and sellers.

2014 was the year we started to act as both sellers and buyers on the RTB market. It was a year of good learning — and good revenues!

Where we act as sellers

All unsold impressions are sold via our internal ad exchange, AdaptADX, with the aim of increasing digital revenues without cannibalising existing premium revenues.

During the last 12 months, volumes have gone from 3,000 to ...


Postmedia drives advertising revenue with video partnership

27 January 2015 · By Sandra Mackechnie

Video consumption continues to accelerate, and traditional publishers need to keep an eye on this ever-continuing burgeoning market. 

Video ad revenue is expected to jump again by 26.1% in 2015 after an approximate expenditure of C$145 million in 2014. That is a huge market. So as a traditional media organisation, Postmedia continues to address video requirements with laser vision to ensure we are capturing market share and increasing growth in this ever-important vertical.

While Postmedia has continued to roll out its own accelerated in-house video strategy, the necessity remained to partner with top-tier video providers.

As a conventional news organisation, we needed to look beyond what we were producing organically and find categories and pockets of video to sell that would open up new advertiser opportunities, and hence drive more revenue. 

For this reason, we entered into ...


Financial Times increases advertising, audience revenue using “customer DNA”

26 January 2015 · By Jeremy C. Fox

Editor’s note: This is one of 17 case studies featured in INMA’s strategic report “Making Big Data Smarter For Media Companies,” released in December.

The metered model of Financial Times’ Web site has allowed it to build a sizeable database of users and their behaviour. Its direct relationship with its customers gives it a unique view of its audience across various channels and devices, says Tom Betts, who oversees data analytics at the Financial Times and is vice president of customer analytics and research for its parent company, Pearson Professional. 

Because its customers log in wherever they read Financial Times content, its team is able to triangulate usage data to give them complete visibility of where, when, what, and for how long readers engage with its content. 

The company uses customer profile information — including topics of interest, time of access, and type of device — to develop ...


Torstar uses existing assets to grow Big Data strategy incrementally

20 January 2015 · By Jeremy C. Fox

Editor’s note: This is one of 17 case studies featured in INMA’s strategic report “Making Big Data Smarter For Media Companies,” released in December.

Canada’s Torstar is in the early stages of developing its data strategy. But it recognises that understanding and using data to drive revenue is increasingly a necessity for media companies, says Pam Laycock, senior vice president for corporate strategy and development at Torstar. 

“There is a culture of data that is growing; there are skill sets, I think, that need to be enhanced; and I think there’s a lot of supporting infrastructure that we’ll need to build upon,” Laycock says. “And then the final piece is actually having ...


News media, bank research partnership finds better digital ad measurement

19 January 2015 · By Ove R. Christensen

An ever-greater challenge for anyone working with digital communication is how to measure the total effect of digital campaigns.

Most people working with digital media today agree that “last click” or “last interaction” methodology is inadequate for measuring the total effect of digital channels. Still, these are the standard methods applied for evaluating digital attribution to effect.

The media channels themselves are partly to blame. For years the industry has promoted digital media as the most measurable of all media channels, defining the click as one of the most important KPIs.

The problem with “last click” and “last interaction” methodology is their inability to measure the attribution of all impressions and interactions throughout the consumer journey. They only give a snap shot of the last part of a process, instead of showing the full picture.

This is in particular a problem for media selling display ads, since display’s role in the consumer journey is getting attention to and creating interest for the product or service at an early stage of the consumer journey.

Today’s standard effect measurement methods disregard the value of any unclicked display ad, taking into account only the final activities — activities that benefit from awareness and brand building created earlier in the campaign.


Norway’s BN Bank, represented by Marketing Manager Torstein Torjuul, wanted to get a better understanding of the digital consumer journey.

Together with their media agency Mediacom, they joined forces with ...


Le Soir shares 4 do’s and don’ts for companies in convergence

18 January 2015 · By Didier Hamann

Based in Brussels, Le Soir is the major quality newspaper in the French-speaking community of Belgium. It faces as many critical problems as its peers, and we have experimented with a lot of solutions. 

In many cases, our experiments were the key for improvement. And sometimes we failed. It was not easy to accept (and claim) our own errors. But here are a few do’s and don’ts from our experiences: 

1. Don’t think print (while pretending to think digital). All editors will think that it is obvious. They are convinced that what they are doing on digital is already ambitious.

Until a couple of months ago, I was also certain of this, as Le Soir started its digital work very early in Belgium. We thought (wrongly) that we had done ...


Media24 works to maximise revenue per reader with Big Data strategy

15 January 2015 · By Jeremy C. Fox

Editor’s note: This is one of 17 case studies featured in INMA’s strategic report “Making Big Data Smarter For Media Companies,” released in December.

In 2014, Media24 began using Big Data to expand its audience. It did so by plotting audience purchasing power against econometric variables and by mapping population trends to its subscriber base to find audience ...


U.K. news media groups partner for 1-day mega advertising campaign

14 January 2015 · By Liz Jaques

On a Friday in August, 2014, six leading national newspaper groups joined forces to run a unique package across all of their platforms for a single day. The results were outstanding. 

Day of influence” was conceived by Newsworks to demonstrate the impact of reaching an audience of more than 20 million people across news brands in one day.

PHD and Expedia pitched for and won the Day of Influence package for a campaign to promote tourism back to the Philippines following the devastation of typhoon Haiyan. The Day of Influence package gave them the opportunity to influence people’s beliefs and behaviour, while supporting the recovery of tourism as a valuable source of income.

The aim of the campaign was to raise awareness and understanding of the Philippines as a holiday destination and to encourage consumers to ...


5 things media companies are doing wrong with paid content

12 January 2015 · By Sarah Schantin-Williams

It’s fair to say that many in the media industry have found charging for digital content to be a tricky process to get right.

Some have found that putting up “walls” and forcing customers to pay for content they may not find appealing can result in significant drops in traffic and a low uptake. Some have even had to relinquish charging completely and consider going back to 100% free. 

Perhaps the clue is in the term “walls.” 

Premium digital content can easily stray from being about creating a valued and satisfying relationship between media house and audience. Instead, it can sometimes become about building a wall over which we pray someone will throw some money over.

The trouble often starts in the strategic thinking phase. 

Confusion and lack of insight have the habit of accompanying the process of working out new revenue and content strategies. Establishing paid-for content can then become a burden, something that has to be done quickly without really thinking it through. 

The top five most common sins we regularly witness are where media organisations: 

  1. Throw up a “wall” in a rush without any real understanding of ...

GFR Media’s audience-based revenue model centers on “audience roadmap”

08 January 2015 · By Edgar Cuéllar

I have been in the media industry for about 15 years. And today more than ever, I can say that media companies are starting to put the audience in the center of their business, with different approaches, diversity of strategies, and a wide portfolio of new technologies.

But nobody has the last word. As media companies, we have an interesting road to walk, and we must do it in the most effective way possible.

This road has many different components that we cannot pretend to address at the same time. Big Data, database journalism, multi-channel, OmniChannel, real-time marketing, behavioural targeting, anonymous vs. identified, DMP (data management platform), DSP (demand side platform), RTB (real-time bidding), targeted advertising, and targeted content are some concepts and technologies in this information era.

This is why is very important to having a roadmap that lets us move forward without getting lost along the way.

This audience roadmap is the backbone that supports our audience-based revenue model.

Data: the foundation. Having a corporate database holding all data about audiences converges is a key. Some critical success factor to ...


About this blog

The Ideas Blog captures the practical discussions and case studies of news media company to grow revenue, audience, and brand. These case studies are written by INMA members for INMA members. Begun in December 2012, this content previously resided in Ideas Magazine; for an archive of past case studies, click here.

Blog editor

Dawn McMullan is the editor of the Ideas Blog and senior editor for INMA. If you are an INMA member and would like to contribute a case study, please contact Dawn directly by clicking here.


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