Factory Media Network

Skateboarding

Reach 2.2M skateboarders monthly

Rider: Doug McLaughlan

Photographer: Chris Johnson

01

Audience

2.2m skateboarders are engaging with our content monthly.
680,000 of them live in Europe.

Sidewalk has been the leading voice of UK Skateboarding since the mid-nineties – and it still is – Dwindle continues to support the passionate, dedicated and professional team. As a key media outlet they are evolving and moving with the times – which is what is needed to get our digital content out to UK and the global market.

Steve Douglas, VP of Business Development, Dwindle Distribution

Rider: Nick Roberts

Photographer: Chris Johnson

2.4M

Page Impressions Monthly

Across all Skate Brands

253k

Unique Monthly Visitors

85%

Male

Rider: Anthony Van Engelen

Photographer: Chris Johnson

15%

Female

Rider: Stef Nurding

Photographer: Chris Johnson

AudienceUnique Monthly Visitors by Region

Onsite: On our own network

28%

UK

72,099 Unique Monthly Visitors

15%

DAC (DE, AUT, CH)

36,757 Unique Monthly Visitors

19%

Rest of Europe

48,668 Unique Monthly Visitors

17%

North America

43,564 Unique Monthly Visitors

20%

Rest of World

52,376 Unique Monthly Visitors

We are proud to have supported Sidewalk since its beginning 30 years ago as the best direct channel to UK skateboarders. Sidewalk shares the same passion and love for skateboarding that we do and we are very pleased to be backing Sidewalk’s digital only offering which in the modern world of today is the logical way to go.

Chris Allen, Owner & Director, Shiner Ltd

Rider: Casper Brooker

Photographer: Chris Johnson

1.95M

Engaged Unique Monthly Users

Across all Skate Brands

30M

Monthly Post Reach with 6.5% Engagement Rate

Across all Skate Brands

13%

Female

Rider: Stef Nurding

Photographer: Chris Johnson

87%

Male

Rider: Jamie Thomas

Photographer: Chris Johnson

AudienceEngaged Unique Monthly Users by Region

Liking, commenting and sharing our content on Facebook

12%

UK

235,000 Unique Monthly Visitors

4%

DAC (DE, AUT, CH)

87,000 Unique Monthly Visitors

10%

Rest of Europe

201,000 Unique Monthly Visitors

15%

North America

292,000 Unique Monthly Visitors

58%

Rest of World

1.13M Unique Monthly Visitors

Rider: John Dalton

Photographer: Chris Johnson

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 skateboarders 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

Rider: Neil Smith

Photographer: Chris Johnson

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

I was as gutted as anyone to see Kingpin and Sidewalk disappear in print. I understand, however, why Factory have done what they have done – they are looking to the future and following the audience. Both brands have editorial teams who are only interested in supporting skateboarding - as they have done for over a decade.

Sam Barratt, EMEA Brand Manager for Etnies, éS & Emerica, Sole Technology Europe

Rider: Tyrone O'Hanrahan

Photographer: Chris Johnson

03

Mobile

50% of our 1.6 million unique monthly users across our Onsite Skateboard 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.

So far we have been really impressed with the test campaign we ran with Factory around the distribution of our video content – they massively exceeded our expectations using their in house capabilities and database. We will continue working with Factory to promote our key brand content going forward.

Julien Duval, VP Global Marketing, Element Skateboards

Rider: Geoff Rowley

Photographer: Chris Johnson

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

DC is producing amazing skateboarding content. It is always about getting our riders and brand out there across Europe – the principle is the same – Kingpin is still a super important player for us. Even more now they are focusing on delivering our message and content to smartphones.

Manu Labadie, Marketing Manager, DC Europe

Rider: Nick Roberts

Photographer: Chris Johnson

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 core skateboard market, but struggle to drive views to the wider skateboard 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.

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 Skateboard 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 skateboard 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

Vans' customers are consuming more of our content on smartphones than ever before. Factory Media are our key online partner to engage and communicate to this core audience.

Oli Culcheth, Vans EMEA, PR & Media Manager

Rider: Will Kynaston

Photographer: Chris Johnson

05

Content

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

Rider: Austin Bristow

Photographer: Chris Johnson

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: Danny Brady

Photographer: Chris Johnson

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

Rollersnakes are working more closely than ever with Sidewalk to create great content together that is delivered in their new Premium section at a strategic time to co-ordinate with our key sell in periods – whilst at the same time representing UK skateboarding in the same inclusive and grass roots manner that Sidewalk has always done.

Darren Pearcy, Sales & Marketing Manager, Rollersnakes Ltd

Rider: John Bell

Photographer: Chris Johnson

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

WESC has long been a supporter of Sidewalk and that relationship has always been beneficial in every aspect. Our brand and riders are represented by people who love skateboarding, within a context created by the people who have nurtured and promoted skateboarding for two decades.

Pete Turvey, WESC, UK Territory Marketing

Rider: Daryl Dominguez

Photographer Chris Johnson

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

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

Rider: Tom Penny

Photographer: Chris Johnson

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 Skateboard 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 Skateboard 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 Skateboard 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.

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

ContactsContent

Ben Powell

Editorial Director

Andy Horsley

Art Director & Photographer

Alex Irvine

ABD Agency, Head of Content Europe

Jan Kliewer

German Editor

ContactsPhotography & Filmers

Chris Johnson

Staff Photographer

Ryan Gray

Filmer

Sam Bailey

Filmer

Kev Parrott

Filmer

Dan Magee

Filmer

Mark Nichols

Filmer