LinkedIn Competitive Landscape Series: FT & TelegraphWill Scott – UK Account ManagerJonathan Bradford – Strategic Account Manager
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Q4 Q4
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Social Media Landscape series : Session program
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Disclaimer
This deck is indented to:
• Provide an overview of social / media platforms
• Provide an overview of their current product offering
• Many products in this space are in Beta and so subject to rapid change
• Engagement rates and costs for many platforms aren't publicly available however guidelines based on public information have been included as guidelines only
• An effort has been made to ensure the material is impartial
• This deck is not intended as a LinkedIn vs. other platform sales story
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Learning Objectives
Overview of functionality and consumer use cases
Details of commercial offerings
Examples of how leading brands are embracing these platforms
Upscale sales team knowledge of other social platforms
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Quick UK Stats
884kMonthly digital users
63kAverage daily visitors
16kDaily mobile app users
86%Of visits are made on
desktop
2.7UK Av Visits per Visitor
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53.4%46.6%
Demographics
9%
17%
14%
17%
43%
29.1%
18.9%13.8%
19.4%
18.7%
77.0%
12.0%
8.0%3.0%
86.0%
14.0%
£
ABC1
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Product Info - Targeting
Registration data
User preference data
FT.com behaviour
FT group behaviour (howtospendit.com, IC, The Banker)
Behaviour of WWW
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Product Suite
Print Digital Subscriptions
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Site Basics
300x600
Search Sponsor
728x90
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Online Display
Rates from $65 - $135 CPM
Half page, MPU, overlay, takeovers/crawlers
Online display, runs across the site
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Sponsorships
24 Hour and Weekly Roadblocks
Targeted by Geo and site positioning
Rates from $2,500 - $40,000 per day
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Mobile & Tablet
How To Spend It…Magazine style app, rates
from $18-60k/month
iPhone rates - $30-35 CPMiPad rates - $45-56/fortnight
iPhone – 300x50 & Full pgiPad – MPU, Halfpage, Full
page, Gallery
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Example
Barclays Corporate
Barclays aiming to demonstrate their new brand identity in recession
Partnered with FT to produce a custom series looking at UK economy
Cross platform publications and advertising
Results – increased brand exposure, rise in recognition of Barclays as a leader in corporate banking
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Quick UK Stats
103MMonthly online page
views
8.2MMonthly unique
visitors 1.2MMonthly mobile users
74%Of visits are made on
desktop
1.9UK Av Visits per Visitor
18
56%
44.0%
Demographics
7%
17%
14%
21%
40%
22.8%
19.3%
16.6%
17.8%
23.6%
72.8%
15.2%
7.9%4.1%
74.0%
26.0%
£
ABC1
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Targeting
The Telegraph.co.uk aim to create a complete profile of the audience using the following…
• Registration data (post code, business position, job responsibility, industry)
• Telegraph.co.uk section
• Behaviour on WWW
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Standard Display
Online display runs across the full site
Products include half-pages, MPUs & leaderboards
Standard rates range from £8-£24 CPM
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High Impact
Sold on a tenancy basis, from £2k/month
Primarily targeted based on site context, allowing a
brand to ‘take over’
Highly targeted, impactful & contextual advertising
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Sponsorships
Offers the brands a chance to own a topic on the site
Telegraph act as a partner, offering tailored content
curation and editorial expertise
Cross-platform product, from £15,000 per month
excluding CPMs
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iPad & Mobile
iPad sold on tenancy, starting from £10k/Month
iPhone on CPM, 15-20% more than desktop
Targeted by section & geo of user
Dynamic, full page interstital ads across all
mobile platforms
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Examples
John Lewis & MGOMD
Telegraph Sponsored Section
95% increase in opinion that John Lewis was the first or only shop for home interiors
55% increase in Telegraph readers who consider JL to be the market leader for the home
Source : Market Evolution
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Links to Learn More
FT Case Studies - http://goo.gl/kIoHo Digital Ad Guide - http://goo.gl/eUXdX
Telegraph Audience - http://goo.gl/9Sr1X The Telegraph Brand - http://goo.gl/q5lry Case Studies - http://goo.gl/OwJUR
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