THE DIGITAL BRAND ENVIROMENT - OF PROMOBIL UND CARAVANING - Motor Presse Stuttgart
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THE DIGITAL BRAND ENVIROMENT
OF PROMOBIL UND CARAVANING
Boom in reach for content relating to camping
The figures speak for themselves; both promobil.de and caravaning.de are attracting more and more people interested in motorhomes and caravans
promobil.de caravaning.de
AGOF 19/20 AGOF 19/20
Unique User in Tsd. 2019 Unique User in Tsd. 2020 Growth to PY in % Unique User in Tsd. 2019 Unique User in Tsd. 2020 Growth to PY in %
1.600 1.550 1.518 100% 800 140%
1.418 711 726
1.303 90% 681
1.400 94% 700 120%
92% 80%
1.200 600 128%
550 100%
70%
1.000 500
866 65% 60%
415 80%
784 753
800 50% 400 370
663 52% 319 76%
51% 70% 60%
40% 280
600 300 63% 60%
30% 51% 40%
400 200 46%
28% 29% 20%
200 100 20%
10%
14%
0 0% 0
15% 0%
Jan Feb March Apr May June July August Jan Feb March Apr May June July August
+52% more +51% more
unique user unique user
than in month of than in month of
previous year previous year
AGOF
// 3
The brand reach of PROMOBIL
Print Online & Mobile Newsletter Apps Social
240K readers p. issue 1,52 mio. unique user > 19K subscribers > 642K downloads > 103K likes/fans
(AWA 2019) p. month (publishers information) total total (publishers information
(AGOF digital facts 08-2020) (publishers information April 2020)
August 2020)
// 4
digital coverage of PROMOBIL
promobil.de
PROMOBIL is Germany‘s and Europe's largest motorhome
magazine for more than 30 years. Our content obtains great
success within digital channels as well.
Digital coverage per month:
Page Impressions: 33,550,112*
Visits: 4,250,153*
Unique User: 1,518,000**
Desktop promobil.de
539,000*** Unique User p. month
Mobil promobil.de
1,009,000*** Unique User p. month
Source: *IVW 08/2020, **AGOF digital facts 08-2020
// 5
User profile print vs. online
Gender Education
60% 20%
men Secondary Modern Scool
63% 29%
40% 43%
women Secondary Scool
34%
37%
12%
A-Level, High Scool Diploma
15%
Age
University Degree/University of applied 25%
Print 7% Science 21%
20 - 29 years
9%
11%
30 - 39 years
14%
Household net income
12%
40 - 49 years 12%
19% 1,000 under 2,000 €
20%
25%
50 - 59 years 12%
28% 2,000 under 3,000 €
26%
39% 75%
60 years and above 3,000 € and above
Online 27% 49%
Source: AGOF daily digital facts 2020-07 & AWA 2020; >16 years
// 6
The „Stellplatz-Radar-App“ of PROMOBIL
Best way to reach motorhome interested
• The pitch-app has impressed hundreds of thousands user
over the last years. The app is based on a database that
currently lists more than 14,000 parking spaces and 7,000
campsites across Europe with over 150,000 reviews and
100,000 pictures.
• Application for smartphones (for the operating systems iOS
& Android).
• Free version for beginners, in-app purchases are possible.
• You can advertise in the pitch radar app. Whether with
mobile banners or an integration of your dealers / service
partners in the app, you can not reach the target group of
motorhome users better.
• More than 613,000 downloads by the end of March 2020.
• 247,000 active User p. month (August 2020) +41% in
comparison to month of the previous year
// 7
caraworld.de and caravaning.de
Reach online und mobile
caravaning.de
PIs*: 7,849,548
Visits*: 1,383,824
Unique User**: 726,000
UU ***: 225,000
UU ***: 510,000
caraworld.de
PIs*: 6,846,508
Visits*: 1,033,046
Source: *IVW 08/2020, **AGOF digital facts 08-2020
// 8
The brand reach of CARAVANING
Print Online & Mobile Newsletter Apps Social
230K readers 726K Unique User 3,340 subscribers > 7,202 downloads > 21K likes/fans
p. issue p. month (publishers information) total total
(AWA 2019) (AGOF digital facts 08-2020) (publishers information) (August 2020)
// 9
User profile print vs. online
Gender Education
58%
Männer 26%
Secondary Modern Scool
61%
29%
42%
46%
Frauen
Secondary Scool
39%
35%
7%
A-Level/High Scool Diploma
Age 15%
Print 6% 22%
20 - 29 years University Degree/University od applied Science
10% 20%
17%
30 - 39 years
16% household net income
16% 8%
40 - 49 years 1,000 under 2,000 €
22% 20%
26% 19%
50 - 59 years 2,000 under 3,000 €
27% 26%
33% 72%
60 years and above 3,000 € and more
Online 20% 49%
AGOF daily digital facts 2020-07 & AWA 2020
// 10
Selected digitale advertising formats
EXCLUSIVE FIXED PLACEMENT CLEVER CAMPEN PODCAST SOCIAL MEDIA NATIVE ADVERTISING
YOUTUBE CHANNEL VIDEO AD BANNER IN NEWSLETTER BANNER CAMPAIGN ONLINE/MOBILE
// 11Digital advertising format
Exclusive daily fixed placement
With the exclusive daily fixed placement the
customer receives the entire advertising
space on the homepage and all sub-pages
online and mobile for one or more days.
Each access page to promobil.de or
caravaning.de (for example visits via Google,
Facebook or Instagram) is exclusively booked
by the customer.
Ad formats: All formats are possible, e.g.
Billboard, Sitebar, Fireplace, Tandem Ad,
Wallpaper, Mobile Ad 2:1 or Medium
Rectangle. All ads link to the customer
website.
The customer receives the maximum attention
of our users.
Example Frankia
// 12Coming soon… The CLEVER CAMPEN podcast
CLEVER CAMPEN podcast – The new format from our
editorial office
The new camping podcast of PROMOBIL and CARAVANING.
Currently there is no professional podcast in German language on the subject of
camping. We are changing this now.
Expert tips for vanlife, camping trends and inspiration for the next holiday - the
CLEVER CAMPEN podcast is all about travelling with motorhome, campervan,
caravan or tent. The editors of PROMOBIL and CARAVANING provide a colourfull
mix of information and entertainment.
Frequency: every 4 weeks Cast: Always in a team, in interview form, entertaining, funny, informative
Moderation: Gesa Marx and Timo Großhans
We are aimed at beginners, but we also have tips, background information and
Duration: approx. 30 - 60 minutes interesting stories for established campers.
Since: March 2020
Topics:
Available on • General advice & service topics such as: "Construction types of mobile homes",
technical basics for electricity, water and gas "etc.
• Innovations: such as "new mobile homes and caravans 2021".
Spotify Apple Podcast Deezer and more… • Dream destinations
• From camper life: like "Camping in times of Corona".
// 13Digital advertising format
Social Media
Over 60,000 fans follow PROMOBIL and
CARAVANING on Facebook, Instagram and
Pinterest.
We create very individual posts and stories for
customers on Instagram and Facebook.
In the text the customer is tagged as a partner
(@customer). If desired, a further defined
customer hashtag can be added to the
Story will be recorded. Facebook posts and
Instagram stories link to the customer website.
Example Truma
// 14Digital advertising format
native teaser banner package Customized Storytelling
Your contend in the look&feel of promobil.de or caravaning.de:
The native article is an advertorial in an editorial look&feel,
which is integrated in an appropriate section. It can contains
text and pictures as well as a video an response elements like
a quiz or a survey. The native article benefiits from the image,
the SEO power and the brand trust of the website. It is marked
with „powered by“ according to the guidelines of advertising
and Google. The content is integrated in our content
management system and will not be blocked by any ad
blocker.
Additional:
social posts ▪ Native ads an the home page and ROS
▪ Native ads in the newsletter
teaser in ▪ Concominant media package
newsletter
▪ Social
native article
// 15YOUR
CONTENT IN
THE
Advertorial on promobil.de LOOK & FEEL
OF PROMOBIL.DE
Example RAVAGO
Your content with the look and feel of promobil.de
• Advertorial online and mobile
• Teaser on the homepage and ROS
• Teaser in the newsletter
• Accompanying media package ROS
• social media
TEASER ON
HOMEPAGE
AND ROS
ACCOMPANYING MEDIA PACKAGE ROS
TEASER IN NEWSLETTER
ADVERTORIAL ONLINE UND MOBIL
SOCIAL MEDIA
MPS
// 16Digital advertising format
Story telling in the Clever Camping channel
on YouTube
Our Clever Camping channel on YouTube now
has 29,000 subscribers. But not only those
are watching our videos, so we were happy
about 8.6 million video views in 2019.
We integrate customer content in the form of a
video advertorial in our Camping YouTube
channel. Together with a customer, we tell an
interesting story, pick up a topic that really
interests our users and offer answers to the
most important questions in our format "The
Camper Driving School".
The video will be marked according to the
guidelines.
For maximum reach, we additionally play
sequences from the video as video ad on
promobil.de and caravaning.de and link to
your website.
Example Truma
// 17Digital advertising format
Format: Video Ad
Integration of your video including 6 links, which is placed
directly in the article.
The video will be rotated.
The video ads are billed by clicking on one of the offered links.
The video views and the start image are already included in
the package price.
The format can only be booked directly with the MPS in
combination with a banner package.
// 18Digitale Werbeform
Banner in newsletter
17,649 addresses receive the newsletter of
PROMOBIL every Wednesday.
CARAVANING‘s newsletter is publishes every Tuesday. It has
2,739 subscribers.
The newsletter are opened depending on the issue by
70% to 97% of the subscribers.
Publishers information
// 19Digital advertising format
Banner campaigns online and
mobile
With a campaign on promobil.de,
m.promobil.de, caravaning.de, caraworld.de
and m.caravaning.de you reach your target
audience.
Bigger formats are attention grabbing and
work best for branding campaings.
MOBILE BANNER 2:1 MOBILE BANNER 2:1 MOBILE BANNER 4:1
MOBILE BANNER 4:1 AD-BUNDLE BILLBOARD-AD
// 20Ansprechpartner
Kontakt
MOTOR PRESSE STUTTGART
GmbH & Co. KG
Leuschnerstr. 1
70174 Stuttgart
www.motorpresse.de
www.mps-vermarktung.de
SALES DIRECTOR
Peter Steinbach
Telefon 0711 182-1996
psteinbach@motorpresse.de
UNIT SALES DIRECTOR DIGITAL
Nicole Tilly
Telefon 0711 182-2056
ntilly@motorpresse.de
MPS
// 21SPECIALIZED IN PASSION
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