State of Equine Market
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Transcript of State of Equine Market
![Page 1: State of Equine Market](https://reader037.fdocuments.in/reader037/viewer/2022103120/55cfda12bb61ebd1378b47b0/html5/thumbnails/1.jpg)
Todd KrizelmanCEO and Co-Founder
State of Equine Market
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1994 2003 2007
SALESDATADigital Media
Magazines
PublishingIntegrated Marketing
AdvertisingSocial MediaStart-Ups
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Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
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Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
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Total Ad Revenue in Equine Titles in 2014:
$71MMMediaRadar: Across 39 Equine Titles in 2014
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Total Advertisers Buying in Equine Titles in 2014:
6,249MediaRadar: Across 39 Equine Titles in 2014
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Total Ad Pages Placed in Equine Titles in 2014:
27,528MediaRadar: Across 39 Equine Titles in 2014
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However, The Ad Pages Are Decreasing in 2014.
MediaRadar: Across 39 Equine Titles in 2014
3.7%
28,58527,528
2013 2014
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And It’s flat (slightly down) in Q1 2015.
MediaRadar: Across 39 Equine Titles in 2014
0.4%7,022 6,993
Q1 2014 Q1 2015
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Against the Tide, Some Equine Titles Are Growing in Their Ad Pages.
31%
18%14%
11% 11% 11%7%
4% 4% 3%
Young Rider TheChronicle of
the Horse
ArabianHorse Times
WesternHorseman
The Horse(Equine)
TheWorking
Horse
The TrailRider
USDFConnection
BarrelHorse News
Horse &Rider
Top Fast-Growing Equine Print Titles in 2014By % Change in #Ad Pages
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22% (of 6,249) of the Existing Advertisers Increased Their Ad Spending in YR 2014.
1,403MediaRadar: Across 39 Equine Titles in 2014
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2,58841% of Print Advertisers Are Entirely New Brands or New Line Extensions!
MediaRadar: Across 39 Equine Titles in 2014
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0
20
40
60
80
100
120
Number of Brands
Top Categories That Buy Cover Pages in 2014
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That means:
Equine publishers have little overlap of advertisers between each other.
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Equine Market is Fragmented – Only 24% of Print Advertisers Are Buying Ads Across Titles.
0100200300400500600700800900
1000
2 3 4 5 6 7 8 9 10
Number of Advertisers That Bought Across Multiple Equine Print Titles in 2014
17
880
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Who Are Buying Ads Across More Than 10 Titles?
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Which Income Group of Audience Equine Titles Are Good At Reaching?
Audience Demographics – Household Income($) DistributionAcross 39 Equine Titles
<60000 60000-80000 80000-100000 100000-120000 120000-140000 140000-160000 >160000
>160,00027%
80,000 – 100,00036%
100,000 – 120,00021%
85% is very high income!
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0
20
40
60
80
100
120
140
160
TheChronicle of
the Horse
QuarterHorse News
The Blood-Horse
CuttingHorse
Chatter
Sidelines NRHAReiner
TheAmericanQuarterHorse
Journal
EquineJournal
WesternHorseman
Equestrian
Number of AdvertisersDistribution of Income Group (>160,000)
Income vs. # Advertisers
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Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
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Total Advertisers Buying on Equine Websites in 2014:
6,749MediaRadar: Across 40 Equine Sites in 2014
35.9%
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However, It’s Down Slightly in Q1 2015 YOY.
MediaRadar: Across 40 Equine Sites in 2014
1.4%
2,465 2,431
Q1 2014 Q1 2015
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6,7496,249
Only 9% of print advertisers are buying online!
Print#Advertisers
Online#Advertisers
Integrated Ad Buying Hasn’t Been Widely Adopted in Equine Market.
592
MediaRadar: Across 40 Equine Sites in 2014
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252
Equine Titles Upsold 5% of Advertisers from Print to Online.
3,353Print#Advertisers
Direct#Advertisers
MediaRadar: Across 23 Equine Magazines and Sites in 2014
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Some of Your Endemic Advertisers Are Buying Programmatically.
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6,6266,249Print#Advertisers
Programmatic#Advertisers
MediaRadar: Across 40 Equine Sites in 2014
Good News: Just 3% of Print Advertisers Are Buying On the Same Titles’ Websites via Programmatic Only.
199
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0
50
100
150
200
250
300
#Advertisers
Top Categories That Buy Programmatically on Equine Websites in 2014
Those Who Buy Programmatically on Your Sites Are Mostly Not Your Endemic Advertisers.
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Big Brands Are Buying Programmatically On Your Sites.
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Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
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Sidelines Magazine Attract the Most Real Estate Advertisers Across the Equine Market.
107
4431
18 17 13 9 8 7 7 7
0
20
40
60
80
100
120
Top 10 Brand Categories That Buying in Sideline’s Magazine in 2014
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2x 20%
Though Sidelines have twice more real estate brands than other brand categories.
It only has 20% SOM of real estate brands in the equine market.
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Category Analysis in Print and Online Can Diverge
41
14 12 10 95 3 2 2 1
Top Online Publishers That Gain The Most Real Estate Brands
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Print Advertising
Insights
Online Advertising
Insights
Publisher Case Study
Brand Case Study
Agenda
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123 Websites,
Including 12 Equine
Websites.
29 Emails,Across 2 Media
Properties23 Equine Titles
26 Placements
of Native Ads
2014 Ad Activity
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Ad Examples on Barrel Horse’s Magazine and Website:
Ver.1
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Ad Examples on Barrel Horse’s Magazine and Website:
Ver.2
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Ad Examples on America’s Horse’s Magazine and Website:
Ver.1
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Ad Examples on America’s Horse’s Magazine and Website:
Ver.2
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Native Ad Example:
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E-Newsletter Example:
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27 Websites,Including 7
Equine Websites.
55 EmailsAcross 2 Media
Properties
12 Titles,Including 6
Equine Titles.
2014
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Ad Examples on Western Horseman’s Magazine and Website:
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Online Ad Examples:
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Print Ad Examples:
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Wrap-Up
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Print Advertising Insights
• In 2014, the equine market declined in print advertising.
• Though the pie is shrinking, there still exist opportunities
• Target new advertisers
• Identify attractive product categories.
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Online Advertising Insights
• In 2014 the equine market performed well in online advertising.
• Integrated ad buying/selling hasn’t been widely adopted yet.
• Equine advertisers buy online ads via programmatic.
• Upselling and converting programmatic to direct become challenge
for equine publishers.
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THE END
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Extra Slides
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Who Drives This Giant Number?
020406080
100120140160180200
# Ad
Pag
es
Top Advertisers That Buy Ads in Equine TitlesAcross 39 Titles in 2014