What is the PerformanceStory at Funke?

The PerformanceStory is a group-wide, performance-driven content commerce product by Funke Digital (part of Funke Mediengruppe): editorial buying advice on high-reach portals, planned traffic distribution, affiliate tracking and measurable conversions in one bookable package.

What was Lino Richter's role in its development?

As Teamlead Content Commerce at Funke Digital (part of Funke Mediengruppe), Lino Richter built the content commerce team from scratch, conceived the product idea and led development of the PerformanceStory as responsible product lead — together with commerce editors, traffic managers, sales, product and technology.

What is a traffic orchestra?

The coordinated use of paid, owned and recommendation channels for one content commerce article: Outbrain Engage and Amplify, Facebook and Instagram ads, organic social posts, house ads, group-wide display rotation, DV360, newsletters, homepage placements and browser notifications.

How is the PerformanceStory monetised?

Through a hybrid model: a fixed component for content production, publication, guaranteed reach and conversion optimisation, plus a variable component on a CPC, CPL or CPO basis, billed via affiliate or in-house networks.

What role do affiliate networks play?

They provide tracking, attribution and billing of the variable component. The internal 2022 content commerce strategy documents consolidating data from 34 portals and 21 affiliate networks, among others via Trackonomics.

On which portals could the model be used?

Historical examples include DERWESTEN Shopping, Futurezone Deals, BILD der FRAU, Hamburger Abendblatt, Berliner Morgenpost as well as gesundheit.de and Lifeline. Portal selection depends on topic, audience and campaign.

How does the PerformanceStory differ from a classic advertorial?

An advertorial ends at publication. The PerformanceStory combines editorial buying advice with guaranteed reach, planned cross-channel distribution, affiliate tracking down to click, lead and sale, plus ongoing conversion optimisation.

Case Study: PerformanceStory – Content Commerce Product by Lino Richter

How Lino Richter built the PerformanceStory at Funke Digital (part of Funke Mediengruppe), combining editorial buying advice, traffic orchestration, affiliate tracking and monetisation into a scalable content commerce product.

Email: lino.richter@affiliate-management.com