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2011 and Beyond - 5 Strategies for Survival in the Digital Media World

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Publishers face an unprecedented array of choices and pressures as they look for their investments in digital businesses to translate into meaningful profits. In the midst of continuing change in the ...

Publishers face an unprecedented array of choices and pressures as they look for their investments in digital businesses to translate into meaningful profits. In the midst of continuing change in the sector, the most successful leaders will apply new thinking to both the pursuit of revenue and cost management. “2011 and Beyond” will discuss five key methods of aligning product and revenue strategies against the backdrop of ever-increasing pressure to manage expenses.

Geoff Reiss, Digital Media Thought Leader

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    2011 and Beyond - 5 Strategies for Survival in the Digital Media World 2011 and Beyond - 5 Strategies for Survival in the Digital Media World Presentation Transcript

    • Digital  Media:  What’s  coming   and  what  to  do  about  it   Geoff  Reiss   Berlin   3  November  2010  
    • Market  AssumpEons   l  AdverEsing  revenue  is  poised  to  grow  dramaEcally.  Piper  Jaffrey  has   spending  growing  from  $8B  in  2009  to  nearly  $15B  in  2014   l  Available  inventory  will  sEll  grow  at  a  faster  rate  than  new  dollars  enter  the   market  place  as  the  full  effect  of  social  media  plaPorms  are  felt.   l  The  definiEon  of  what  consEtutes  mass  is  going  way  up.    
    • Market  AssumpEons   l  The  buying  process  will  change  radically.   l  Buys  will  be  increasingly  shiS  from  being  subjecEve  to  objecEve  and  will   target  key  audience  and  behavioral  characterisEcs  and  not  purely  on  the   basis  of  site  virtues.   l  The  inventory  mix  will  change  –  straight  display  will  lose  a  third  of  its  share   while  video  may  triple  in  the  next  5  years   l  Big  split  in  CPM’s  coming  
    • Publisher  AssumpEons   l  Expense  and  investment  faEgue  is  seYng  in   l  Rapid  emergence  of  mulEple  plaPorms  is  scary   l  Publishers  are  sEll  oriented  to  quanEtaEve  goals  that  may  no  longer  be  as   relevant  as  they  once  were  
    • What’s  a  Publisher  to  do?   l  Declare  what  arena  you’re  playing  in   l  There  will  be  two  predominant  approaches  available  to  publishers:   l   The  numbers  game   l  PosiEon  as  a  premium  verEcal  brand  
    • Publisher  Strategies   l  The  numbers  game  works  one  of  two  ways   l  Go  mass     l  Go  cheap   The  most  disrupEve  brands  do  both  
    • Mass  strategies   l  The  emergence  of  Twi]er  and  FaceBook  will  raise  the  bar  as  to  what  levels   of  traffic  consEtute  real  mass  leaving  <10  players  who  can  play  the  mass   game   l  Cheap  content/traffic  producEon  offers  some  refuge  but  is  difficult  to  scale   for  all  but  a  few  players.    
    • Publisher  Strategies   l  The  Premium/VerEcal  path   l  Two  approaches   l  Ad  driven   l  Consumer  driven   l  There  are  some  qualifiers     l  Need  a  leadership  posiEon  in  a  well  defined  category.     l  Need  to  be  either  essenEal  or  loved  –  or  both  
    • Achieving  Premium  Status   l  Established  paths  thus  far  include  plaPorm  diversificaEon  and  premium  Eers   l  On  the  sales  side  premium  relaEonships  can  be  achieved  by     l  DemonstraEng  superlaEve  demos   l  Offering  adverEsers  highly  differenEated  products   l  Offering  deep  levels  of  integraEon  that  go  beyond  pure  display  and  include   relaEonship  markeEng  
    • What’s  a  publisher  to  do?   l  Most  of  all  publishers  need  to  think  very  differently   l  Become  audience  and  outcome  driven   l  New  core  competencies  must  be  developed   l  Build  and  re-­‐invest  in  taxonomy   l  Build  pages  users  want   l  IdenEfy  means  of  creaEng  differenEaEon  and  value        
    • AnalyEcs  –  the  Key  to  Understanding  Value   l  You  can’t  create  value  if  you  don’t  understand  how  it’s  created   l  Integrate  analyEcs  into  daily  workflows  and  publishing  scheme  
    • Build  a  Great  Technical  PlaPorm   l  A]ack  costs   l  Impact  on  hosEng   l  Impact  on  cost  of  iteraEons   Ability  to  make  traffic  contribuEon   l  l  Connect  users  with  content    
    • Where  does  this  leave  us?   l  Changes  in  the  ad  market  will  leave  many  publishers  in  an  untenable   “middle  posiEon”  forces  publishers  to  be  customer  driven   l  Increased  pressure  on  expense  management   l  Publishers  must  become  customer  driven  in  response   l  ConEnued  opportunity  for  brands  who  are  category  leaders