Transforming Native Advertising at Die Presse: A Journey of Innovation and Growth
- Johanna Weiermann
- May 2, 2024
- 3 min read
Updated: Feb 17
During my time at Die Presse, I had the opportunity to lead a transformative journey in native advertising, driving innovation and growth in ways that shaped the company’s advertising portfolio. Over four years, I played a key role in expanding native (content marketing) formats, building cross-departmental processes, and guiding native advertising through sustained, high-impact revenue growth, elevating its importance within the company.
Here's a look at my experience and the impact I was proud to create.
Driving Revenue Growth and Expanding Product Portfolio
When I joined Die Presse, native advertising was a novice concept. In my role as Project Manager for Native Advertising, I was tasked with turning this idea into a significant revenue driver. By strategically developing and managing our native product portfolio, we transformed native advertising into a core element of the company’s revenue stream, contributing to a significant increase in revenue over four years, aligned with the company’s broader business goals.
Part of this growth came from the successful development and launch of new advertising formats. By introducing podcasts, video content, interactive quizzes, and other multimedia formats, we expanded our offering, giving advertisers more creative ways to reach Die Presse’s engaged readership. These new products were carefully tailored to meet client needs while enhancing the digital presence of Die Presse.
Cross-Departmental Collaboration and Leadership
In my role as Team Lead, I had the privilege of guiding a team of 4 talented professionals. Together, we worked closely with other departments, including web development, product management, sales, management and the editorial team, to ensure that native advertising seamlessly integrated into the company’s existing structures. This collaboration was critical to ensuring our products were not only innovative but also operationally efficient and aligned with broader company goals.
Through this process, I developed leadership and communication skills that allowed me to guide the team toward continuous improvement. Together, we implemented communication and workflow systems that enabled us to manage complex projects across multiple departments. These efforts helped us build a native advertising portfolio that supported other departments in consistently delivering exceptional results for our advertising clients and for Die Presse.
Bridging Brands and Audiences
Beyond native advertising, I was deeply involved in shaping Die Presse’s external communication strategy in the advertising market. This included ensuring that a unified corporate identity (CI) was consistently communicated across all platforms—whether in print, online, or on social media.
I also took on a consultative role with our advertising clients, helping them craft tailored messaging that aligned with their brands while resonating with Die Presse’s audience. This involved not only strategic thinking but also a deep understanding of brand management and corporate communication, ensuring that every concept we pitched was aligned with both the client's goals and Die Presse’s identity.
Innovation Through New Native Advertising Product Launches
A major part of my role involved pioneering new products and formats that kept Die Presse at the forefront of digital advertising trends. I played a key role in launching advertising options in Die Presse's podcast series, tapping into the growing demand for audio content, and introducing training programs like video studio workshops, which improved the quality and creativity of our multimedia content.
This commitment to innovation allowed us to continuously adapt to industry trends and provide advertisers with cutting-edge solutions that maximized their engagement with our audience.
Strategic Thinking and Data-Driven Approach
Throughout my career at Die Presse, I leveraged both strategic creativity and a data-driven approach to develop advertising solutions that were not only engaging but also profitable. Drawing on my academic background in marketing and my previous work experience in brand management, I approached every project with an eye toward long-term success.
By carefully analyzing the performance of our native advertising products, I was able to fine-tune strategies and ensure that every campaign delivered measurable results. This ability to blend creativity with analytical rigor allowed us to continually improve and refine our offerings, staying ahead of the competition in a fast-paced digital landscape.
A Legacy of Growth and Innovation
"As I look back on my four years at Die Presse, I’m incredibly proud of what my team and I accomplished. We took native advertising from a nascent idea and led it through a period of exponential growth, turning it into a significant revenue driver. Along the way, we developed new formats, built cross-departmental processes, and helped Die Presse’s clients tell their stories in creative and engaging ways.
This journey wasn’t always easy, but it was immensely rewarding. I’m grateful for the chance to have worked with such talented colleagues, and I’m excited to carry the skills and experience I gained into my future endeavors.
If you'd like to discuss my work further or learn more about the projects I've led, please feel free to reach out!
