Local advertisers make up a large portion of print advertisers but they are still massively underrepresented in digital compared to regional key accounts. Swiss news publisher Somedia with 18 local and regional weekly and daily newspapers with a total circulation of around 290,000 copies, used this dormant potential for very attractive business case.
The biggest asset of lots of local sales reps were their strong relationships with their print advertisers but they were missing the one universal product for all of the sizes and kind of print advertisers, that always delivers results to local advertisers.
Somedia decided to introduce “Smart Ads” and build digital campaigns with integrated landing pages for all print advertisers at scale, avoiding long sales processes, training sessions and on-site appointments.
After introducing “Smart Ads” in December 2020 to a pilot newspaper with circulation of 9.000 copies, called Pöschtli , all of the local newspapers from the company were included by May 2021.With “Smart Ads” Somedia completely extracts all data from the print ad of their advertisers, enriches it with all images, data and texts from the web, and rebuilds it as a mobile-first carousel ad across all IAB formats. This produces no additional overhead for the publisher as Smartico takes over all operational process including reporting dashboards and booking the ad into the ad server for the publisher.
Within the first 9 months of testing “Smart Ads” with only 2 papers, Somedia already made around €50.000 in additional revenue and increased that to €100.000 in 2021 after the full rollout of the other newspapers.
Request more details about how Somedia from Switzerland increased their revenues and attracted new advertisers in our full case study. Get the full report – or even a demo of one of your magazines – by contacting us: