Junk Mail Publishing winner of the
2013 ICMA Classified Media Innovation Award
The ICMA Classified Media Innovation Award is a joint collaboration between the ICMA and Helsinki-based consulting and portfolio development company, Vaibmu Ltd. The award was created to identify true innovations and innovation champions within the classified advertising industry worldwide and encourage ICMA members to support innovation and creativity in their organizations. Award submissions came from around the world, including the USA, United Kingdom, Turkey, Finland, Singapore and Canada.
Applications were judged in the categories of novelty, creativity, sustainability, and results by the ICMA Board of Directors. Due to the high quality of the applications received, 8 applicants were short-listed and four awards presented on April 20, 2013 at the ICMA Marketplace Innovations Conference in Cologne, Germany.
Junk Mail Publishing from South Africa was the 2013 Classified Media Innovation Award winner for their JunkMail xchange (JMx) classifieds app. The JMx classifieds app is hosted with Mxit, Africa’s biggest social network. During 2011, Junk Mail formed a content sharing partnership with Mxit’s then internally run classifieds. After understanding the potential of the Mxit instant message platform in a classifieds context, Junk Mail entered negotiations with Mxit to take control of the Mxit classifieds portal. JMx launched in October 2012 as the completely rebuilt, more sophisticated classifieds portal. It works simply: download free app; post or buy free and get responses via instant message.
JMx is integrated into the Junk Mail platform. Ads exchanged freely across BOTH platforms. Results so far are very encouraging: 7 million have added the app and 3.5 million have used JMx in the past 3 months. 30 000 new ads per week and 140,000 Instant Message responses per week. UB’s have grown 300% (4M), new ads up 40%, response per ad improved threefold, all growth is on mobile, mobile vs web now 50/50 as a result.
Kalaydo, from Germany was the 2013 Show me the Money Award winner for their Premium Account Real Estate Deals. In 2012, Kalaydo introduced a premium account with a subscription fee. The new product provides a number of advanced features helping premium users to increase sales and to make searching for ads at once more relaxed and more effective. Both buyers and sellers can opt for what is called “trusted user status” which is granted after a detailed security check by Kalaydo and appears in all listings or requests. The user verification is an important confidence-building measure which benefits all website users.
Since the introduction in June last year, several thousand users have signed for a premium account. A/B tests showed that listings of premium users are achieving more than 30% clicks and buyer requests as compared to basic users. Kalaydo was the first general classified platform to introduce a premium account which has become an important and sustainable source of revenue in addition to the upsells. With the new product Kalaydo has been able to strengthen its customer loyalty and confidence on the website.
Oikotie Jobs, Finland, was the 2013 Quick Implementation Award winner for launch of matching relevant jobs with first class editorial. Finland’s biggest news site and job board Iltasanomat.fi and Oikotie Jobs launched together in October 2012 a new news section Worklife with unique, work related articles written in an entertaining way. In this section relevant Oikotie Job ads are shown next to every article and a complete listing of all of Oikotie’s job ads with full search and sorting options is found. This brings interesting content and job possibilities to Iltasanomat readers and more suitable candidates to employers.
The new section has found an immediate audience with 350,000 – 700,000 weekly reads on section’s articles and 15-25% more weekly visitors and good quality candidates into Oikotie Job ads. 97% of the users are new and complement the Oikotie visitor profile and areal coverage on the Finnish employment market. The co-operation has been widely approved by Oikotie’s customers and gives a differentiating edge as well as new pricing options in relation to competitors.
Oikotie Real Estate, Finland was the 2013 Technology Award winner for their Select an Agent Lead Service. Select an Agent is a sales lead service provided to the real estate portal’s listing customers. A real estate seller fills a simple web form and the lead is passed to active agents in the region. At most, 5 agents can redeem the contact information. Payable credits are used to redeem contact information. Sales leads are passed to agents who have previously been actively listing properties in the region – sellers can expect that contacting agents have proper knowledge of the area.
The service was launched for piloting in June 2012 and commercially in November. Hundreds of sales leads are passed to agents monthly. Lead redemption rates are extremely high, as in over 92% of the cases all 5 possible contact slots are redeemed. Sellers are happy with an easy way of finding possible agents with proper knowledge of their area. As the sales lead delivery is based on the listing activity at the Oikotie real estate portal, the service engages with active listing customers.
The International Classified Media Association (ICMA) is the global leading community of leading players in the Classified Media Industry. ICMA’s community has recognized the need to act together to build the capabilities and support its members to respond effectively to the many challenges facing our Industry. We are dedicated to promoting excellence, co-operation, networking, market leadership, innovation and information-exchange at every level amongst our international membership. ICMA counts more than 64 members from 31 countries. Our publishers encompass high-quality classified ad publications and websites worldwide.
Vaibmu is a management consulting and advisory company. They work with companies worldwide on strategy crafting and opportunity development. Their R&D projects offer a hands-on approach to innovation.
Vaibmu works with growth seeking companies from across the globe. Their diverse customer base hails mainly from media and publishing as well as industry and institutional investors.