Supernova Award Category
Marketing & Sales Effectiveness
The Problem
General News Publisher habe seen a decline in display advertising revenue over the last years, which can only be compensated by growth in reach. The big display and also branding budgets in online media are going to Google and Facebook. The rest publishers have to share with 3rd-Party-intermediaries and middlemen on the media supply chain.
The Solution
Growing an own and standalone transactional and native revenue stream is a must for publisher, but especially in general news, this is not aligned with an overall growth strategy in reach.
The results
FOCUS Online has grown the transactional and native revenues from 2012-2017 sigificantly. We started several new initiatives like a coupon business, a classified metasearch as well as several price comparison businesses, which helped boost transactional revenues. At the same time we initiated native advertising formats from 2013 on on our sites.
Metrics
In 2012 we were 80% reliant on display advertising and due to the growth of these alternative revenue stream we reduced this share to 45% in 2017.
The Technology
filled out later
Disruptive Factor
filled out later
Shining Moment
filled out later