BILD and WELT: Two successful Paid Content Strategies Capital Markets Day – Berlin, December 10, 2014
Donata Hopfen, Publishing Director BILD Group Paid content is key to Axel Springer’s strategy
Start of a joint project approach for paid content for Axel Springer brands in 2011/2012
Development of one central paid content engine
Overall more than 300 thousand subscribers today
2 Dec. 10, 2014 BILD and WELT: Two successful Paid Content Strategies 3 Dec. 10, 2014 BILD: Paid Content Strategy BILD has a clearly defined brand vision
BILD is Germany’s key medium.
BILD gives its readers both what moves them and what provokes them. Always and everywhere.
4 Dec. 10, 2014 BILD: Paid Content Strategy Founded in 1952 BILD today is larger and more versatile than ever – all under one brand
1952 1996 2014
2007
5 Dec. 10, 2014 BILD: Paid Content Strategy BILD is leading in news across all channels in Germany
NewspaperDigital Sunday newspaper (Online, Mobile, Apps) #1 #1 #1
Total reach: 38.21 million* *this matches a reach of 54.2%: the BILD brand reaches more than half of the German speaking population (14 years and older) at least once a month
Source: MA Presse 2014-II, AGOF digitalfacts 2014-Prototyp; total reach according to Crossmedia-brand reach, best for planning 2014 - I, German-speaking population 14 years+
6 Dec. 10, 2014 BILD: Paid Content Strategy Strategic investment in video segment leads to growth in video views and improved ad sales
Jan-Oct 2014: 227 million video views
Bundesliga bei BILD YouTube Channel
Source: ComScore BILD.de (only Online) Jan – Oct 2014
7 Dec. 10, 2014 BILD: Paid Content Strategy Social media with growing importance for BILD.de Traffic
Facebook referrals to BILD.de Traffic sources of BILD.de
20 10% 9%
8% 15 9% 7% 2% 6% 17% 10 5% 4% 3% 72% 5 2%
1%
0 0% Oct. Jan. Apr. Juli Oct. Jan. Apr. Juli Oct. 12 13 13 13 14 14 14 14 14
BILD.de Facebook Visits in million SEO Traffic BILD.de direct traffic % of traffic to BILD.de through Facebook referrals other referrals Traffic from Facebook referrals
Source: Internal Tracking; Traffic sources Nov 2014
8 Dec. 10, 2014 BILD: Paid Content Strategy Introduction of BILDplus and Paid Content is the change driver for the organization
Driver of Change New structure Multi-platform workflow (content-driven)
Editor in Chief
24/7 News
In charge of In charge of Online Print
9 Dec. 10, 2014 BILD: Paid Content Strategy BILDplus is constantly growing
Oct 2014 No. of subscribers 249 201
June 2013 Launch BILDplus
Source: until May 2014 BILD Controlling, since Mai 2014 IVW Paid Content
10 Dec. 10, 2014 BILD: Paid Content Strategy Unique user growth since introduction of BILDplus
Unique User in million
Introduction of BILDplus 17.9 17.0 17.1 16.7 16.2 16.5 15.5 15.1 15.3 15.4 14.2 14.2 14.2 13.7 14.0 13.7 14.0 13.7 12.3 12.3
Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep
2013 2014 Source: AGOF (until 06/2013 years 14+; since 07/2013 years 10+)
11 Dec. 10, 2014 BILD: Paid Content Strategy One paying subscriber generates ten times more revenues than one advertising-based user
ARPU Subscription Sales ARPU Ad Sales excl. ad sales
BILD.de free 10 x
Sources: AGOF, BILDplus IVW, calculation: ARPU BILDplus is recent BILDplus CLV in comparison ARPU ad sales
12 Dec. 10, 2014 BILD: Paid Content Strategy Subscriptions are generated in all departments
7% 6%
15%
29% 5%
9%
13% 17%
Money Politics Regional Entertainment News Service Sport Automotive, Digital, Lifestyle, Travel, Games Source: internal tracking Web / Wap
13 Dec. 10, 2014 BILD: Paid Content Strategy New distribution channels are constantly created to support BILDplus
14 Dec. 10, 2014 BILD: Paid Content Strategy Real time monitoring and conversion optimization facilitates immediate and constant improvement
Live AnalyticsLive Heatmap Live Conversions
15 Dec. 10, 2014 BILD: Paid Content Strategy Constant improvement and innovation makes BILDplus successful
First Offerpage Today’s Offerpage
16 Dec. 10, 2014 BILD: Paid Content Strategy In February 2014 Axel Springer hosted the International Paid Content Summit
Participants:
17 Dec. 10, 2014 BILD: Paid Content Strategy Goals for 2015
1 Complete integration of BILD Group
Further establish paid content as 2nd 2 revenue stream
3 Continued focus on video
4 Mobile and cross device marketing
5 Social Media
18 Dec. 10, 2014 BILD: Paid Content Strategy