Publisher Spotlight: Reworld Media
We interviewed Olivier Bonnet, Head of Content Commerce at Reworld Media. It’s the French leader in thematic media and a key player in Content Commerce with more than 50 media brands!
Company
Can you introduce yourself?
Olivier Bonnet, I have been working at Reworld Media since 2014, where I was director of the Auto Moto brand. Now, I manage the content commerce division with a dedicated editorial team, a project manager, and a data analyst.
Can you briefly introduce the Reworld Media Group?
Reworld Media is the French leader in thematic media. It currently brings together more than fifty strong media brands such as Grazia, Marie France, Maison & Travaux, Auto Plus, Gourmand, Top Santé, Télé Magazine, Science & Vie, Closer, Biba, Sports.fr, etc. We recently acquired the Melty group and launched sites around gaming themes, with younger sites and profiles that complement our editorial and commercial offer. Every month, nearly 28 million UVs consume content from the group.
What are the prospects for Content to Commerce and its evolution in affiliation?
They are huge! The various lockdowns have pushed Internet users who did not usually buy online to new online consumption habits. At the same time, e-commerce has continued to grow among informed Internet users.
With the number of sites in the group and the targeted profiles, content commerce can – and must – become a sales lever in the image of our audiences: large and diverse. It also allows the media to be less dependent on traditional advertising formats.
Can you present your different offers, audiences, and customer references on Content to Commerce?
Within the first few months, we gathered an audience of over 3 million visits and managed to generate nearly 900,000 clicks using our articles and widgets. Partners have reported quality visits, time spent, and high conversion rates.
Currently, we offer three hybrid models based on packages that combine branding and performance:
· The first package offers content that generates sales.
· The second package offers content that focuses on generating visits to the website of the advertiser.
· You can also take advantage of a third pack that combines content creation, sales generation, and visits to the merchant site (but at different rates than the first two). Our references: Asos, Manucurist, Mango, Maisons du monde, 123 pneus, Boardriders, La Redoute.
What are your compensation models?
We offer hybrid models combining fixed costs with the writing of one or more articles from 750 euros per content, associated with remuneration by CPA (premium commission of minimum 10%) or by CPC (from 0.40 cents excluding VAT).
Tradedoubler
What do you gain from the partnership with Tradedoubler?
We have nearly 28 million monthly UVs and media brands that bring together a wide range of internet users and consumers with diverse needs. With many advertisers, Tradedoubler helps us promote our offers and connect us with them through its Account Managers.
Next
Any news to share?
We want to expand our social and mobile offerings. More than 80% of our audiences are mobile, and our communities are growing. For example, we can create “Instagram-shopping” using the expertise of our editorial teams and our communities (Facebook, Instagram, TikTok) to offer products for sale. We can create video formats for social networks and link to a shopping selection. The objective is to ensure a social highlighting of our content commerce offer.
A big thank you to Olivier for this great interview!
