Caybon Brands

Caybon is a group of scalable, digitally focused marketing companies specialised in content and distribution products. The purpose is to offer advertisers and organisations a way to communicate with their target group in an editorial and relevant context. The various offerings include a range of options from online media, videos, performance related advertising, events as well as printed products. Revenues in turn are derived from content production as well as various forms of advertising solutions. The clients range from small to medium sized companies all the way up to multinational groups. The client base is thus diversified in terms of both size, sector and geography. The five brands within the Group are grouped into two business segments: Campaigns and Platforms.

Campaigns

Campaign business area includes the three brands Mediaplanet, N365 and Appelberg. These three businesses have in common that their business model is largely project/campaign based. Revenues depend on the number of projects/campaigns sold and the margin is dependent on the production and distribution efficiency.

Mediaplanet produces some 800 topic-based campaigns for around +5,000 clients annually. These campaigns are distributed via own digital sites as well as through partnerships with global media agencies. Revenues are generated from editorial content in print as well as designated campaign sites on the web. Mediaplanet has operations in 14 countries.

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N365 creates editorial-style advertising campaigns for some 150 B2C clients and operates in Scandinavia and UK. The revenue model is based on performance-based campaigns for clients where a site with editorial content is created and consumer traffic is procured to the site. Success is highly dependent on the success of the campaigns in terms of the client connections and conversions generated.

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Appelberg has 30 years’ experience of producing marketing and communication content for B2B clients. Appelberg operates in Sweden.

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Platforms

The Platform/Network business area includes the brands Newsner and SplayOne. These two brands work fully with digital marketing, and both operate on distribution platforms such as Facebook, Instagram, Youtube and the likes. The revenue model is largely based on the achieved performance in terms of advertiser client connection and engagement.

SpayOne works is the Nordic powerhouse for branded entertainment and influencer marketing. The aim is to create advertising content that young consumers want to consume and to thereby create engagement and conversion for the B2C client base.

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Newsner is one of the world’s leading social news networks and one of the biggest publishers on Facebook. Advertising revenue is generated by creating viral social stories on Facebook and other platforms. Revenues are based on number of readers and clicks, so call programmatic advertising.

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The advertising market is undergoing substantial change where the traditional media and communication channels are being replaced with digital and online-based media. Caybon is continuously trying to adapt its client offering to the current market trends and client needs.