Anche a Eurosport Italia è tempo di bilanci di fine d'anno. Per quanto riguarda quello della raccolta pubblicitaria, ne ho parlato in una intervista che esce in these days "The Notebooks of communication" and that shown below.
From an advertising point of view, as will be shut down in 2010?
With great satisfaction, compared to the budget, ending the year with a +7%, which is a +20% compared with 2009. Much of this increase is due to the reorganization of the local collection, which since January 1, 2010 has been internalized. This has led to some redefinition of the internal structure devoted to the preparation of tenders, traffic management, marketing and communications support to the sales force, the other the creation of a network local sales, which guarantees excellent proximity to the market and in which the structure of downloads Advertising is the principal partner.
The impact was evident: in 2010 we aired more than 120 campaigns 'local' for 70 different brands, increasing the share of local advertising on the Italian total turnover from 35% to 45%.
From the perspective of pan-European, also, another good sign is the one that saw the balancing of clients: those historians have confirmed their presence on the channel, while those who, like Trentino, was used for the first time Eurosport has renewed its confidence in us in 2010. Sign that the communication opportunities offer companies are to be successful.
As your customers are shifting their investments in advertising? How are changing the balance between the television and other means (web, iPhone, mobile)
This is another reason for our growth: given that the collection of 'online only' is followed directly by Yahoo! Advertising, if in 2009 the weight of the web and the mobile was marginal, about 3% of our turnover Italian, closes this year standing at 20% thanks to campaigns involving the 'bundle' of digital, satellite and special events.
Increasingly, clients come to us make television then on the Internet, not only with a schedule banner, but with the addition of something more: videos, editorials, competitions and events with branded microsites, etc..
It is precisely this integration that we are very proud Italian customers, and I would cite as an example the partnership with Lottomatica for their brands and Better Pokerclub have married Eurosport at 360 degrees, as is already happening in the rest of Europe, and live as a leader communication on any sports media.
What types of companies and sectors which are over-represented on your channel?
A pan-European level, each discipline has its investors of interest: for winter sports, which confirmed our 'Hard core', clothing, equipment and accessories, in addition to tourism. The same for the trademarks related to cycling. But there are those who follow us married to target specific events, such as Arena for swimming.
In Italy, where our audience is heavily male, virtually all the automotive brands are present, while the target youth Eurosport 2 was chosen also for exclusive marketing channel for Coca-Cola Burn or The North Face, only to give two examples.
What, finally, your predictions for 2011, free vintage sporting events of great attraction as a World Cup or Olympics?
always channel Eurosport is the largest Sports facilities (over 120 different disciplines each year): the absence of the World Cup will be reflected in the decrease of the budget available by companies, not the supply side of our schedule, confirming that indeed large exclusive Tennis, Winter Sports, Cycling and motors. Not to mention the great attention devoted to events of the so called top Olympic summer as the Europeans or World Championships in Athletics. As for advertising, we intend to capitalize on the success of our new internal organization, whose thrust, with a year of work behind us, we are sure you riverbererà also on 2011.
From an advertising point of view, as will be shut down in 2010?
With great satisfaction, compared to the budget, ending the year with a +7%, which is a +20% compared with 2009. Much of this increase is due to the reorganization of the local collection, which since January 1, 2010 has been internalized. This has led to some redefinition of the internal structure devoted to the preparation of tenders, traffic management, marketing and communications support to the sales force, the other the creation of a network local sales, which guarantees excellent proximity to the market and in which the structure of downloads Advertising is the principal partner.
The impact was evident: in 2010 we aired more than 120 campaigns 'local' for 70 different brands, increasing the share of local advertising on the Italian total turnover from 35% to 45%.
From the perspective of pan-European, also, another good sign is the one that saw the balancing of clients: those historians have confirmed their presence on the channel, while those who, like Trentino, was used for the first time Eurosport has renewed its confidence in us in 2010. Sign that the communication opportunities offer companies are to be successful.
As your customers are shifting their investments in advertising? How are changing the balance between the television and other means (web, iPhone, mobile)
This is another reason for our growth: given that the collection of 'online only' is followed directly by Yahoo! Advertising, if in 2009 the weight of the web and the mobile was marginal, about 3% of our turnover Italian, closes this year standing at 20% thanks to campaigns involving the 'bundle' of digital, satellite and special events.
Increasingly, clients come to us make television then on the Internet, not only with a schedule banner, but with the addition of something more: videos, editorials, competitions and events with branded microsites, etc..
It is precisely this integration that we are very proud Italian customers, and I would cite as an example the partnership with Lottomatica for their brands and Better Pokerclub have married Eurosport at 360 degrees, as is already happening in the rest of Europe, and live as a leader communication on any sports media.
What types of companies and sectors which are over-represented on your channel?
A pan-European level, each discipline has its investors of interest: for winter sports, which confirmed our 'Hard core', clothing, equipment and accessories, in addition to tourism. The same for the trademarks related to cycling. But there are those who follow us married to target specific events, such as Arena for swimming.
In Italy, where our audience is heavily male, virtually all the automotive brands are present, while the target youth Eurosport 2 was chosen also for exclusive marketing channel for Coca-Cola Burn or The North Face, only to give two examples.
What, finally, your predictions for 2011, free vintage sporting events of great attraction as a World Cup or Olympics?
always channel Eurosport is the largest Sports facilities (over 120 different disciplines each year): the absence of the World Cup will be reflected in the decrease of the budget available by companies, not the supply side of our schedule, confirming that indeed large exclusive Tennis, Winter Sports, Cycling and motors. Not to mention the great attention devoted to events of the so called top Olympic summer as the Europeans or World Championships in Athletics. As for advertising, we intend to capitalize on the success of our new internal organization, whose thrust, with a year of work behind us, we are sure you riverbererà also on 2011.
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