Factory Media Network

Cycling

Reach 3M Cyclists monthly

Rider: Sam Dale

Photographer: Laurence Crossman-Emms

01

Audience

3.1m cyclists are engaging with our content monthly.
1.38m of them live in Europe.

Factory were able to drive the best video reach, views, play-through and engagement we have ever achieved on a piece of Madison content. They have delivered 3rd party insight which is advising our future strategy on content creation.

Kellie Parsons, Marketing Director, Madison UK

Photographer: Shaun Flannery

Road

We reach 1.25m cyclists monthly

AudienceOn-site

5.7M

Page Impressions Monthly

Across all Road Brands

950k

Unique Monthly Visitors

54%

Male

Rider: Geraint Thomas

Photographer: Alex Whitehead

46%

Female

Rider: Heather Irvine

AudienceUnique Monthly Visitors by Region

Onsite: On our own network

43%

UK

405,244 Unique Monthly Visitors

10%

DAC (DE, AUT, CH)

96,686 Unique Monthly Visitors

11%

Rest of Europe

107,812 Unique Monthly Visitors

22%

North America

209,193 Unique Monthly Visitors

14%

Rest of World

132,318 Unique Monthly Visitors

The Factory road cycling portfolio always delivers results that rank highly alongside the rest of the market. RCUK and TWC have become a staple of Evans’ digital campaigns each year

Ange Bussy-Socrate, Online Marketing Manager, Evans Cycles

Rider: Heather Irvine

AudienceSocial

300k

Engaged Unique Monthly Users

Across all Road Brands

5.9M

Monthly Post Reach with 5% Engagement Rate

Across all Road Brands

37%

Female

Rider: Lizzie Armitstead

63%

Male

Rider: Michal Kwiatkowski

Photographer: Sirotti

Engaged Unique Monthly Users by Region

Liking, commenting and sharing our content on Facebook

26%

UK

78,000 Unique Monthly Users

17%

DAC (DE, AUT, CH)

51,000 Unique Monthly Users

4%

Rest of Europe

12,000 Unique Monthly Users

53%

Rest of World

159,000 Unique Monthly Users

MTB

We reach 1.1m mountain bikers monthly

AudienceOn-site

3.3M

Page Impressions Monthly

Across all MTB Brands

688k

Unique Monthly Visitors

91%

Male

Rider: Sam Hill

Photographer: Laurence Crossman-Emms

9%

Female

Rider: Rachel Atherton

Photographer: Laurence Crossman-Emms

AudienceUnique Monthly Visitors by Region

Onsite: On our own network

26%

UK

176,470 Unique Monthly Visitors

15%

DAC (DE, AUT, CH)

103,422 Unique Monthly Visitors

17%

Rest of Europe

118,687 Unique Monthly Visitors

20%

North America

138,655 Unique Monthly Visitors

22%

Rest of World

151,260 Unique Monthly Visitors

Regardless of the publishing platform, DIRT is essential to mountain biking – the editorial team continue to represent our sport with the same passion they have done for over a decade. We are fully backing DIRT as a pure digital content channel.

Philipp Rother, Marketing Manager, YT Industries

Rider: Steve Jones

Photographer: Daniel Roos

AudienceSocial

500K

Engaged Unique Monthly Users

Across all MTB Brands

5M

Monthly Post Reach with 5% Engagement Rate

Across all MTB Brands

6%

Female

Rider: Tracey Hannah

Photographer: Laurence Crossman-Emms

94%

Male

Rider: Sam Hill

Photographer: Laurence Crossman-Emms

Engaged Unique Monthly Users by Region

Liking, commenting and sharing our content on Facebook

27%

UK

135,000 Unique Monthly Users

5%

DAC (DE, AUT, CH)

25,000 Unique Monthly Users

14%

Rest of Europe

70,000 Unique Monthly Users

54%

Rest of World

270,000 Unique Monthly Users

Rider: Sam Hill

Photographer: Steve Jones

AudienceInsight

We are now able to measure and understand much more about who our users are.

We are able to build a user profile measure how they interact with our content, their habits and what they do and don't like.

We can use this information to drive a successful campaign, serving your advertising and content to cyclists who want to see it.

We can measure and report back on this success to you through our 3rd party partners.

Behind every tweet, share and purchase is a person, like you or me

Riders: TROY BROSNAN

Photographer: LAURENCE CROSSMAN-EMMS

ReportingDigital in Europe - 2015

A snapshot of the regions key digital statistical indicators

837m

Total Population

Urbanisation: 72%

584m

Active Internet Users

Penetration: 70%

387m

Active Social Media Accounts

Penetration: 46%

1,104m

Mobile Connections

vs. Population: 132%

287m

Active Mobile Social Accounts

Penetration: 34%

Source: Wikipedia, Facebook, IAB Europe 2015 and Mintel 2015

ReportingShare Of Web Traffic

Based on each devices share of the total webpages served to Web Browsers

58%

Laptops & Desktops

Year-on-year: -12%

27%

Mobile Phones

Year-on-year: +18%

15%

Tablets

Year-on-year: +15%

0.4%

Other Devices

Year-on-year: +32%

Source: Wikipedia, Facebook, IAB Europe 2015 and Mintel 2015

Market TrendsTime Spent With Media

Figures represent users' own claimed/reported activity

3H 59M

Internet Users

Average daily use of the Internet via a PC or Tablet

1H 52M

Mobile Internet Users

Average daily use of Internet via a Mobile Phone

2H 13M

Social Media Users

Average daily use of Social Media via any device

3H 05M

Internet Users Who Watch TV

Average daily Television viewing

Source: Wikipedia, Facebook, IAB Europe 2015 and Mintel 2015

Factory Media's mountain bike audience allows us to run targeted campaigns to specific countries during our key launch dates. They are a crucial partner in delivering our digital marketing strategy

Mohsin Nawaz, Brand Communications Manager, Fox Head Europe.

Rider: Steve Jones

Photographer: Daniel Roos

03

Mobile

50% of our 1.6 million unique monthly users across our Onsite Cycling Network audience are now on mobile devices. We expect this to be 70% by the end of 2016.

MobileMarket Facts

€2

Mobile now accounts for one of every two euros spent on social

Source: IAB Europe 2015 / PWC Digital Adspend 2014

16%

There was a 16% increase in the number of people using their phones to access the internet, between 2013 and 2014

Source: Ofcom 2014

17.8%

Mobile now accounts for 17.8% of the European display advertising market, with a growth rate of 72.7% since 2013.

Source: IAB Europe 2015

50%

Almost 50% of display advertising growth in Europe is contingent on mobile advertising.

Source: IAB Europe 2015

MobileNew Mobile Specific Ad Formats

We deliver two formats together as part of a mobile EPIC Takeover, displaying your content as users scroll.

01 Top BillboardView Example

02 Interscroller View Example

MobilePaid Content Distribution

We will promote your own branded/produced content to our mobile audience

These can be videos, product reviews, list articles, rider interviews, competitions etc.

We will advise and ensure this content is formatted correctly to drive response, serving your content as we would an advert, tracking and reporting on engagement.

As part of any paid advertorial campaign we will also promote your content to our social audience - 82% of which are on mobile devices.

Over the last two years, Factory have successfully scaled their cycling audience into a significant channel for our digital marketing – their audience is clearly very engaged and passionate and our campaigns always deliver good results

Phil Stephenson, Marketing Manager, Scott Sports UK

Rider: Peter Kennaugh

Photographer: Sirotti

04

Video

In an average week, 18-25 year olds spend 91 minutes online watching short video clips.
Source: IAB Europe 2015

VideoMarket Facts

51

In an average week, we spend 51 minutes watching short clips (e.g. clips within Facebook/news articles, YouTube, Vines, music videos etc.); 18-24 year olds spend 91 mins.

Source: IAB UK Online Video Research 2015

34%

34% more people watch online videos compared to a year ago; the biggest growth demographic are 35-44 year olds - up by 44%.

Source: IAB UK Online Video Research 2015

5.5

On average, we share 5.5 short video clips each week

Source: IAB UK Online Video Research 2015

75%

75% of people have noticed adverts when watching short video clips

Source: IAB UK Online Video Research 2015

39.3%

Online video advertising grew 39.3% in Europe in 2014, now representing 15.5% of the European display advertising market.

Source: IAB Europe 2015

€507.5m

Online video ad spend values ranged from €0.3m in Belarus to €507.5m in UK in 2014.

Source: IAB Europe 2015

Rider: Bradley Wiggins

Photographer: Simon Wilkinson

VideoPaid Video Content Distribution

As the web audience shifts from desktop to mobile, video content is more important that ever before to enable you to communicate effectively with your potential customers on mobile devices.

These are statements we hear regularly from our advertisers currently;

We spend all this money on great content, but struggle to distribute it and drive views

There is so much content out there, we struggle to get standout around our video content

This year we are focusing on producing less content so that we can activate around it better to drive views - less is more

We can reach the very core cycling market, but struggle to drive views to the wider cycling market

Factory Media have invested a lot of time, effort and money to solve this issue for our brand partners

Using our own audience, plus Facebook and YouTube - we are now able to drive targeted organic and paid video views on your video content to guarantee a pre-agreed, targeted amount of the right eyeballs on your content.

Madison Genesis

View Case Study

VideoPre-Rolls

We can deliver your 10-15 second advert at the start of our video content. We can deliver two types of video pre-roll, we suggest you book a blend of both types.

Tier 1 Onsite

Onsite served on inventory on our own Cycling Network - ie people watching videos on our own sites. Our average CTR in 2014 on these pre-rolls was 12%.

Cost: £50 CPM / €60 CPM

Tier 2 Offsite

Served only to people who we know have watched our cycling content on our sites, but delivered anywhere they are on the web - ie on other websites. Typically the average CTR on this inventory is 2%.

Cost: £30 CPM / €40 CPM

05

Content

Factory Media are producing and distributing more and more content on behalf of both brands and agencies.

Rider: JOSH BRYCELAND

Photographer: LAURENCE CROSSMAN-EMMS

ContentCreation

Factory Media are producing more and more content, both for brands and agencies

We have access to a talented pool of content producers - both staff and freelance - and can provide you with filmers, photographers, copy writers and translators.

We would be interested in receiving briefs from you to produce content. This could be for web, broadcast TV or social media.

We can also advise on re-formatting your content for distribution

ContentDistribution

We will distribute your content and brand messages across the web to a relevant, interested and engaged audience.

We can place your content in front of the right people / potential customers, who we know are actually interested to see it and in the right country.

Rider: Tom Boonen

ContentMarket Facts

Content & Native now makes up 22% (£509m) of display ad spend in the UK

Source: IAB Europe 2015

Spending on Native is forecast to increase more than sevenfold by 2018

Source: Mintel 2015

Rider: Steve Peat

Photographer: Laurence Crossman-Emms

ContentDistribution

Branding

We will push your brand message, new product or team riders

Virality

We will drive shares of your content

Engagement

We will help ensure people are commenting and liking your content

Referral / Ecom

We will direct people to your site

WE ARE USING FACTORY’S CYCLE NETWORK TO DELIVER OUR CONTENT AND PROMOTE OUR BRAND – THEY ENSURE THE CORRECT TARGET DEMOGRAPHIC SEES OUR CONTENT AND PRODUCTS AT THE KEY TIMES. THE 3RD PARTY REPORTING ALLOWS US TO MEASURE ROI SOON AFTER A CAMPAIGN IS FINISHED.

Nick Allen, UK Market Manager, Canyon Bicycles GmbH

Rider: Remi Thirion

Photographer Laurence Crossman-Emms

06

Advertising

We are working hard to deliver new formats for you to reach and engage with our audience.

AdvertisingMarket Facts

The European online advertising market recorded double-digit growth in 2014 for a fifth consecutive year at 11.8% to a market value of €30.7bn

Source: IAB Europe 2015

Display advertising spend was the fastest growing format in 2014 at 15.5% and was the main propellant behind the surge in online advertising across Europe.

Source: IAB Europe 2015

AdvertisingRich Media Formats

New rich media formats to engage with our desktop audience.

AdvertisingNew Mobile Specific Ad Formats

Digital Ad Specs

Download all the specs for digital advertising here.

View Specs

The new website looks good and provides the right, premium environment for great content created by Mike, Steve and the team. We are working with DIRT and looking to the future – knowing we can run timely and targeted campaigns and understand the return on our investment immediately

Neil Morris, Marketing Director, Chain Reaction Cycles

Rider: MARTIN ASTLEY

Photographer: Lee Trumpore

07

Competitions

We know competitions drive amazing engagement with our users. We have invested and improved how we deliver competitions.

CompetitionsWhat Am I Buying?

What is available?

We can now create and run really flexible competitions for you, based off several different mechanics – for example a user photo comp on Instagram / Facebook / Snapchat, a Quiz or a caption competition.

Alongside your competition mechanic, we can also foreground key content/messaging for you – this could be a new video or product release. We can also include calls to action to purchase product, register to an email newsletter, sign up to social channels etc.

Importantly, this competition/content hub can be hosted on both your/our sites and social pages for maximum promotion. It will be optimised for device (including mobile). We can also ensure the competition is delivered to the audience who is most likely to engage.

What are the Benefits?

Reach

Branding

Engagement

Data collection

CompetitionsThe Package

Using Photo as an example below. Other formats are available.

Gold

Photo Competition:

1x month-long Social Photo Competition via Facebook / Twitter / Instagram hosted on Cycling Network

  • Competition Entries Driven By

  • Curated Social Wall
  • 500,000 Display formats on FM relevant sites (Run of Network)
  • x16 social posts
  • Social seeding with influencers

Value: £20,000 / €28,000

Cost: £10,000 / €14,000

Silver

Photo Competition:

1x month-long Social Photo Competition via Facebook / Twitter / Instagram hosted on 2x Cycling Brand Sites

  • Competition Entries Driven By

  • Curated Social Wall
  • 200,000 Display formats on FM relevant sites (Run of Network)
  • x10 social posts
  • Social seeding with influencers

Value: £12,500 / €17,500

Cost: £5,500 / €7,500

Bronze

Photo Competition:

1x month-long Social Photo Competition via Facebook / Twitter / Instagram hosted on 1x Cycling Brand Sites

  • Competition Entries Driven By

  • Curated Social Wall
  • 100,000 Display formats on FM relevant sites (Run of Network)
  • x6 social posts

Value: £8,000 / €11,200

Cost: £3,000 / €4,000

CompetitionsCase Studies

08

Contacts

We have an experienced team to help answer any questions you may have.

ContactsCommercial

We have an experienced team to help answer any questions you may have.

Sue Bann

Senior Account Manager
+44 (0) 207 042 9712

Paula Trainor

Senior Account Manager
+44 207 332 9732

Lorena Jones

Account Manager
+44 (0)207 042 9208

John Wells

Account Manager
+44 (0) 207 332 9730

Chris Brown

Key Accounts Director
+44 (0) 207 042 9712

Matt Fenton

Sales Director
+44 (0) 207 042 9702

Moni Woderschek

Account Manager - Germany
+49 (0)89-54 27 20 59

Sam Thompson

Head of Rights Sales
+44 (0) 207 332 9700

Natalie Holden

Head of Distribution
+44 (0) 207 332 9700

Massimo Finocchiaro

Italian Sales Agent

ContactsContent

George Scott

Head of Content - Road

Michael Anderson

Deputy Editor - Road

Tobias Hager

German Editor - RCDE

Colin Henrys

Editorial Assistant - Road

Michelle Arthurs

Womens Cycling - Editor

Mike Rose

Editor - MTB

Steve Jones

Deputy Editor - MTB

Stuart Kenny

Associate Editor - MPORA Bike Channel