Today, we are moving into a new era, where the media business model and the product business model are the same. We are all becoming audience companies. We build audiences as one of the most important assets of our business. This is my keynote address from Content Marketing World 2017

2. @Robert_Rose www.audiencevaluation.com

3. @Robert_Rose www.audiencevaluation.com

4. @Robert_Rose www.audiencevaluation.com

5. @Robert_Rose www.audiencevaluation.com

6. @Robert_Rose www.audiencevaluation.com

7. @Robert_Rose www.audiencevaluation.com

8. @Robert_Rose www.audiencevaluation.com

9. @Robert_Rose www.audiencevaluation.com
CONTENT-AS-PRODUCT

10. @Robert_Rose www.audiencevaluation.com
DIGITAL DISRUPTED
THE MEASUREMENTOF ATTENTION

11. @Robert_Rose www.audiencevaluation.com

12. @Robert_Rose www.audiencevaluation.com
“hundreds
of millions” on
original content
$3 million
per episode of
original content
$2.6 Billion
on original
content
$1 Billion
on original
content

13. @Robert_Rose www.audiencevaluation.com
AN ADDRESSABLE AUDIENCE

14. @Robert_Rose www.audiencevaluation.com

15. @Robert_Rose www.audiencevaluation.com
2020

16. @Robert_Rose www.audiencevaluation.com
under scrutiny
for measurement
errors
providing
refunds for
false traffic
70% viewability
that’s as good as
it gets.
$1 Billion
“Audience Studio”
selling audiences
May i STEALyourattention

17. @Robert_Rose www.audiencevaluation.com
MARKETERS MAKE MARKETS

18. @Robert_Rose www.audiencevaluation.com
- Joe Pulizzi
“Today, the media
business model and the
product business model
are exactly the same.”

19. @Robert_Rose www.audiencevaluation.com
WEARE ALL IN
THEAUDIENCE BUSINESS

20. @Robert_Rose www.audiencevaluation.com

21. @Robert_Rose www.audiencevaluation.com
A chemist, a physicist and an
economist are stranded on a desert
island…

22. @Robert_Rose www.audiencevaluation.com

23. @Robert_Rose www.audiencevaluation.com
A FRAMEWORK FOR VALUING AUDIENCES

24. @Robert_Rose www.audiencevaluation.com

25. @Robert_Rose www.audiencevaluation.com
We arecatalysts
not saviors

26. @Robert_Rose www.audiencevaluation.com
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DiDominica | Eng | Islam | Kalscheur | Mellet | Mills | Moroney | Weidmaier | Katzur | Bohrer | Cotliar | Sodomick | Ruggiero | Boepple | Boepple | Britt | Turner | Pugh | mitomo | Watanabe | Krais | Barnholdt | Skov | Sorensen | Jankowski | Ripley | Gunn | Rybak | Anderson | Hassler | Schimmel | Chin | Czark | DiBari | Doell | Guarino | Heck | Herr | Horn | Marzullo | Nemirovsky |
Skahill | Stolfo | Suchy | Urban | Neal | Zigulich | Slifka | Phillips | EICHENLAUB | Stromberg | Willding Robbins | Friedrich | Petrone | Rapp | Gluck | Van Buskirk | Mason | Mitchell | Harrington | Jusek | Keck | Luu | Sinchak | Purcell | Fortin | Pramik | Moser | Miller | Mauter | Russell | Burwell | Carroll | Lalli | Mikami | Roger | Barnes | Griswold | Williams | Kiisel | Steinmetz | Brown |
Haberman | Morgan | Murray | Sharma | Washington | Bowman | Pumphrey | Strathern | Traino | Porter | Parag | Laredo | Ang | Belt | Brazao | Davis | Harrist | Tucker | Coughlin | Crestodina | Gant | Brence | Doherty | Carruth | Gillgrass | Peckford | Stucki | Wallenberg | Myers | Rangel | Alexander | Bowen | Conrad | Popack | Joyce | Keefer | Link | Theis | Cairns | Northrop | Braxton |
Hunter | Locke | Mickler | Robertson | Turletti | Whiting | Wright | Binns | Ayala | Menzel | Gee | Ciccone | Epidendio | Shargh | Berndtson | Hoppe | Sterkel | Pratt | Beggs | Kovanic | McLeod | Wallace | Kane | Ahrens | Brindley | Fairbanks | Walters | Martinez | Ragsdale | Brock Zeller | Honig | McGowen | Ghildyal | Benatar | Bierly | Carr | Radogna | Deming | Hyland | Fabrizio | Frost |
Barnes | bergantino | Schutte | Rosa | Jones | King | Parker | Farmer | Miceli | Melvin | Bozzelli | Clyde | Lichti | Long | Miller | Moore | Oberpeul | Pochman | Broderson | Spann | Van | Esch | Peterson | Grabiner | Kent | Patterson | Tatnall | Walz | Dunselman | Naod | van Schoonneveldt | Villa | Playle | Garboczi | Brite | Fitzgerald | Legg | Baskin | Doherty | Fisher | Gardinier | Machado |
Nortrup | Senic | Vidmajer | Inkret | Lenko | Savic | Bloom | Jann | Mohler | Colunga | Keating | Young | deGeyter | Corder | Corder | Pagliasotti | Williamson | Lada | Moak | Patrick | Wingenfeld | Andelman | Lodato | Combs | Curran | Grimm | Lucente | Faenza | Roetzer | Doyle | Napolitano | Vince | Sorg| Friedman | Mihalek | Petras | Allen | Tromblay | Woods | Kelly | Downing | Castello
Neundorfer | Smith | Toth | Trizio | Womack | Condon | Kelley | Pogacnik | Somich | Taylor | Kany | Hamilton | Jothy | Lindeberg | Sarpkaya | Malone | Nizzere | Finding | Piazza | Devine | Johnson | Boyd | Cavanagh | French | Griffin | Kane | Baker | Barchie | Daniele | Admire | Markham | Riollano | Chen | Hursh | Huggins | Becker | Carden | Gaon | Ockert | Simeone | Sweet | Corson |
Menaker | Stark | Unterreiner | Peterson | Breakenridge | Carey | Young | DELEON | Yamamoto | Denniston | Willbanks | Barnhart | Kent | Talyor | barry | Foster | Lauf | White | Plowman | Cheung | Del Monte | Place | Walker | Shuman | Maheshwari | Lipinskiy | Clark | Magic | Wu | Kim | Draper | Hesik | Perlmutter | Peterson | Moss | Cleary | Patterson | Victorino | Hunter | Wolper |
Yunginger | Hanada | Billenstein | Quinn | Kempney | Quinn | Mchugh | Rolfes | Morton | Bilen | Hess | Mottola | Compton | Jain | Schoonhoven | Slayter | Poole | Yildirim | Parker | Buhidar | King | Ringler | Wollitz | Adams | Mitchell | Hudson | Hanelly | Clegg | Andersen | Yoakley | Grant | Jensen | McMurry | Kuchynskaya | Heras | Hartojo | Varadan | Mesek | Ovsenik | Kalal | Miller |
Nickels | Schickowski | Fanslau | Wester | Kasprzak | Drumm | Leitzy | Levin | Hughes | Magnetti | Dunn | Ruiz | Babb | Collins | Briggs | Seward | Davis| Morris | Hawkins | Marcos | Winnefeld | Jarvi | Sexton | Simon | Beatty | Fiocca | Licht | Smith | Zeise | Sakas | Morphet | Stephan | McAtasney | Lee | Carter | Karvounis | Shubert | Gandhi | Smith | Stahlman | Flaherty | Plantz | Balla |
BOLEN | kasson | Alshamrani | Eucalano | Cleveland | DeBord | Schaefer | Mindrup | Schermer | Bortone | Ellis | Mahoney| Pick | Decugis | Deschatres | Holliman | Roach | Buehler | Duebelbeis | Grover | Holub | Britton| Simmons | Efthemes | Anderson | Rubenstein | Blumberg | Irshad | Klein | Mifsud | Roberts | Trappe | Bongers | Dattani | Davis | Edwards | Furch | Kals | Koch | Koene |
Miller | Smid | Tesch | Tober | Vanderbilt | Welham | Helweh | Smith | Seely | Reynolds | Boudreau | Montano | Larson | Lebo | DeHart | Patton | Wright | Lum | Wigfield | Hawks | Appel | Mizufuka | Choi | Hernandez | Gasper | Cushard | Layfield | Moler | Rosellini | DeLuca | Faas | Keough | Montgomery | Montgomery | Montgomery | Bickel | Moran | Ragle | Rodak | Soos | Thomas |
Dininger | Campbell | Senft | Walker | Baddour | Elder | Hudak | Shagovac | Slater | Sommers | Blunt | Konstadinidis | Lombardi | Brandstatter | Harbison | Hood | Roberts | Spencer | Thompson | Hughes | Arst | Lana | Martin | Didio | Campagna | Barthel | Goodew | Hochsprung | Perzichilli | Stewart | Dobbins | Chaitoff | Spitz | Robinson | Berry | Box | Cohen | Colton | Gerace | Haberman |
Menesale | Murray | Sanchez | Travaline | Vavrek | Blumer | Daigle | Fedor | Revilla | Craig| Hart | Hart | Chomer | Kern | Namahoe | Snyder | Aiosa | Ramos | Turner | Hunt | Fitzkee | Bouwhuis | Brousseau | Comperchio | Difranza | Dun | McCloy | Stefani | Trefethen | Donaldson | Kay | Nichols | Stites | Potts | Townsend | Olson | Ross | Conley | Paulson | Moritz | Guinn | Wolf |
Hiltebrand | Jonas | Stroup | Girolamo | Lammers | Boutselis | Poznar | Merbach | Atwood | Haggerty | Oberdier | Winkler | Vanuch | Pankiw | SRINIVASAN | Crawford | Garcia | Glad | Roop | Julian | Julian | Dolejsi | Duff | Tregre | Woodward | Clark | Herbert | Reed | Romano | Wilcosky | Ralea | Campbell | Spontarelli | Trattner | Protopapa | Schneller | Gates | Welch | Colesi | Golatz |
Latimer | Siavelis | Cobb | Crissman | Bryant | Marzella | Dolbow | Long | Chin | Park | Park | Cradit | Newton | Nilsson | Strah | Coates | Trull | Young | Bourg | Metz | Connolly | Kalanderi | Sansen | Font | Mendez | Owoye | Johnson | Fuller | Spiering | Thomas | Soutter | Burtney | Tonkin | Hauck | Jeffers | Locke| Paddon | Rhodes | Sutula | Ast | Linge | Simpson | Stark | Bieser |
Laroche | Thompson | Dauphinais | Doyle | Wyche | Hester | Ashburn | Lund | White | Landes | Morreale | Surdovel | Zalta | Jenkins | Anderson | Hane | Knight | Ward | Ramsaran | Lanka | Plant | Burkhart | Petersen | Kaucic | Goplin | Blessing | Zupancic | Patel | North | Boatman | Contreras | Griffin | Grosspietsch | Hostetler | Knott | Kujansuu | LaHaie | McCollom | McCollom | Mullins |
Parker | Pavlinak | Pierce | Powers | Simon | Sutka | Towler | Wittenborn | Rasmussen | Webster | Dare | Nguyen | Niles | Schwartz | Keith | Gezius| Metroos | Hofwijks| Zeeuw | Rafeedie | Chuang | Ng | Jones | Cichon | Clements | Roberts | Jumonville | McKinney | Mirochna | Myers | Brigel | Thune | Solis | Clancy | Scarola | Decker | Chaudhry | Domanski | Fiorista | Kasner | Milos | Pauley |
Hinkel | Stoltzfus | Ellis | Santore | Dreghorn | Sanders | Rohe | Martin | Dickert | Witkowski | Griffiths | Gilley | Hemerka | Catullo | Lariccia | Grossman | Ardis | Hernandez | Knipp | Romero | Schlesinger | Masters | Kotecki | LeBlanc | Gordon | Smith | Cohen | Werthmann | Bonacuse | Hunt | Salerno | Spieker | DeMeglio | Hansen | Rice | Kistler | Muldoon | James | Giddings | Colly |
Sheridan | Thomas | Carruthers | Pettingill | Gambino | Whitehouse | Wolfenbarger | Schneider | Seale | Brown | Lester | Brubaker | Pares | Moran | Kurlychek | Goldsmith | Sushko | Smith | Turner | Beaver | Lassi | Ball | Grant | Murray | Bliss | Poe | Pippin | Klinedinst | Toerek | Kelemen | Nodorft | Budnik | Higgins | Odden | Zeckman | Smedinghoff | Habel | Assayag | Crenshaw | Dorfman |
Feise | Little | Oclassen | Wilkins | Furu | Burney | Gannett | Greenspan | Koschak | Rice | Snyder | Sojka | Politi | Wimberly | Heintz | Mercer | Ybarra | Damon | Furi | Sewards | DelMonico | Korfmacher | Straub | Bell | Collins | waters | Balbach | Pasotti | Yager | Dawkins | Geier | Eikhoff | Berry | Giles | gruen | Williams | Endelman | Kaplan | Zinke | Reding | Schwartz | Swartwood |
Sutton | Evans | Godberson | Holder | McGee | Sawyer | Villarreal | Sargent | Dow | Ehm | Downey | Verrier | Gaumer | Gulden | Swanson | Litvin | Hinsdale | Edwards | Frisch | Geremia | Leparulo | Yip | Amaral | Moore | Onorati | Rasho | Seidman | Frankson | Krohn | Michael | Kosta | Mapa | Ulicny | Aiglon | Hirt | McCormack | Grair | Davila, APR | Bomeli | Kutina | Yotter | O'Connor
Hornig | Francis | Hodges | Rojas | Reetz | Fuller | Harter | Kable | O'Shaughnessy | Packet | Rotolo | Hanrahan | Hunter | Aldakhil | Jenkins | Schroeder | Miller | Stratten | Acunzo | Kelly | Tate | Baker | Sutherland | McLendon | Shidle | Abbott | Sines | Wilson | Thacker | walker | Milcetich | Winegar | Spry | Eskanos | Scott | Ahmed | Laundy | Tareeq | Laughlin | de la Iglesia | Plummer |
Wentz | Bjorkdahl | Cato | Sperl | Busuioc | Villareal | Fagan | Gibbs | Jarrard | Kennedy | Kessler | Borges | Gustafson | Wood | Stone | Velemirov | Holbrook | Ferraro | Deaver | Huber | Kuenn | Frost | McHenry | Spiegel | Ariss | da Silva | White | Cervantes | Mayer | Smith | Miller | spann | Tang | Ferguson | Patel | Anderson | Schiefer | Bradley | Darnell | Allen | Cleland | Johnson |
Brannen | Hidalgo | Vrtovsnik | Waitrovich | Simon | Bucoy | Caldwell | Valencic | Gerginov | De Brabandere | Mace | Mace | Warfel | Harris | Fitting | Schmid | Johnson | Melet | Coco | Lionas | Wong | Taylor | Brooks | Kelly | Reynders | McKee | Schultz| Buechner | Goldasich | Dwight | Smith | Shireman | Vieth | Hughes | Kennedy | Gasior | Robertson | Spera | Weier | GALOOZIS | Ellison
McHale | Kerley | Presnell | Jackson | Mumford | Love | Filipov | Grimm | Koszkalda | Waechter | Holmes | Olsen | Quinn | Roe | Goward | Kong | Wium | Antas | Miller | Rucker | Haines | Maling | Caszatt | Mathis | Lavigne | Mudarri | Ollison | Park | Campisi | Bernoff | Maldonado | Zitelli | Zurek | manley | Grinch | Grimes | Murray | Suppa | Dawson | Holston | Acevedo | Cates |
Foscarini | Hurst | Juarez | Kowallis | Sparks | Davidson | Hong | Meyer | Molewski | White | Fanning | LeBeau | Nist | Tharp | Anderson | Taylor | DHAKAPPA | Sugel | MacDonald | Bierschwale | Tanner | McGeady | Bester | Sever | Kaplan | Barnecut | Norton | Roosa | Overman | Baker | Bolin | Bouchard | Clouse | Graft | Kays | McCormick | Plew | Sciarra | Sherrill | Trinquand | Garland
Rose | Challagalla | V K | Ram L | Sapra | Singh | Thottan | Littrell | Oosterveld | McCormick | Willner | Culberson | Woods | Arena | Aubel | Dames | Salk | White |
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