Scandic Trip day 2 – Nokia, Kauppalehti
After a very short night and smooth fligth, we arrive in Helsinki. Find here more info about our first day of the trip organized by Medianet Vlaanderen.
arrival Helsinki airport
welcome at Solutions Experience Center of Nokia Siemens Networks
worldwide phone connections measured by Nokia
mobile video demonstration Nokia
Nokia Siemens also demonstrated their current IPTV integrated offering. One of the unique and impressive features is the integration of mobile and tv access and delivery: you can order a video on demand and view the first part on your mobile, and upon returning home continue to watch the movie on your TV handset.
Nokia Siemens IPTV offering
- nokia transportable
In the afternoon we visited Kauppalehti, the largest financial newspaper in Finland. The chief editor explained that this newspaper is doing very well. It has a high penetration and an increasing circulation. However the overall readership is decreasing quite significantly, and this mainly as a result of the increasing popularity of the internet.
Kauppalehti is already developing its Internet activities since 1996. On a weekly basis it reaches now approximately 450000 unique visitors. This audience is now significantly higher than the paper readership. Surprisingly enough only 19% of the online visitors also have a paper subscription. The internet offering is therefore attracting a new audience for the group and Kauppalehti is strongly believing that the internet will become more important in the group, also in terms of the overall share of the revenues. Today internet represents approximately 25% of the group’s revenues. In the future it will probably be more than 50%.
We also had an interesting presentation on how Kauppalehti has developed its digital activities. The digital business has been break-even as from the third year of operation. The revenues from selling its content to third parties represent an important part of the success story.
Finally, the person in charge of the online sales explained us the current status of the online advertising market. She also shared the key insights in which type of campaings have more impact (“attention value” and click-through) than others. One of the key challenges in the Finnish online market is the pricing. Banners are being sold at 1 – 3 EUR CPM, which is extremely low. Kauppalehti intends to increase on a selection of its ads the prices with as much as 30% in 2009.
In the evening we met with the people driving the IAB in Finland. The Finnish IAB organization has a strong representation and a very active permanent staff. MSN showed us the result of an extensive study about the impact of online advertsing on sales, carried out by MacDonalds, OMD and MSN. The study revealed that for every 1 EUR invested in online advertising, McDo increased its sales with 4 EUR. Moreover internet advertising proved to be more cost efficient than TV advertising.
