@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
It’s the BEST TIME EVER to
start a digital media company.

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Modern Publishing Tools

Social
Smartphone Proliferation
Amazon Web Services

Broadband

MOBILE

Google/Search
@BENJLERER
...
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
There is a big UNTAPPED
OPPORTUNITY in digital media.

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Currently Tapped Revenue Streams:

1. Advertising
2. Subscription
3. Events
4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGIC...
Let’s Look Closer:

1. Advertising
2. Subscription
3. Events

4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
UNLIMITED INVENTORY

Digital Ad Inventory > Advertiser Demand

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
BRANDS ARE PUBLISHERS

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Mass Reach / Direct Response Solutions
Consume Majority of Ad Dollars

FACEBOOK
Pinterest

Google

Programmatic
Ad Network...
When Traditional Media worked, it didn’t
have this problem

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Advertising Spend:
Online vs. Offline
(this will continue…)

70
60
50

40

Print

30

Digital

Billions
20
10
0

2011 2012...
Annual Revenue for Digital Publishers
120
100
80
60
40

LESS THAN
$100 MILLION

20
0
Yearly Revenue
@BENJLERER
@THRILLISTM...
A Challenge For Publishers to Overcome

PREMIUM

REMNANT inventory

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Let’s Look Closer:

1. Advertising

2. Subscription
3. Events

4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Substantial Subscription Revenue
is limited to very few publishers.

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Let’s Look Closer:

1. Advertising

2. Subscription

3. Events
4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Let’s Look Closer:

1. Advertising

2. Subscription
3. Events

4. Licensing
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
There is a big UNTAPPED
OPPORTUNITY in digital media.

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
COMMERCE!
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
We grew to be a
Decent-Sized business
9,000,000
8,000,000
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,00...
“Streetwear's bold styles and outlandish patterns either grab
you immediately or they don't – no one's ambivalent about a
...
READERS

BUYERS

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Huge Increase in Lifetime Value
Shitload
of Value

No Value
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Massive Commerce Business

80% commerce

20% advertising
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
We DON’T have this problem
Typical Digital
Publisher

PREMIUM

REMNANT inventory

PREMIUM

NATIVE commerce

@BENJLERER
@TH...
$100M+

2M+

EXPECTED
2014 SALES

PACKAGES TO BE
SHIPPED IN 2014

Source: Internal
Huge Increase in Lifetime Value

$100+
$3-$20
Thrillist Brand
PremiumMedia
RPM

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Annual Revenue for Digital Publishers
120
100
80
60
40

LESS THAN
$100 MILLION
MORE THAN
$100 MILLION

20

0
Yearly Revenu...
The Kicker:
Understanding purchasing behaviors
also makes for a better ad product

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
1M+

2M+

7M+

Credit Cards
on File

Packages to be
Shipped in 2014

Logged In
Users

@BENJLERER
@THRILLISTMEDIA
#DIGICRON...
There is a big UNTAPPED
OPPORTUNITY in digital media.

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
You can do it!

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
You can do it!

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
You can do it!

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Thank You.
You are my ONLY friends.

@BENJLERER
@THRILLISTMEDIA
#DIGICRONUT
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)
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Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)

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  • http://www.jackthreads.com/thecrosbypress/2014/01/27/casual-essentials-with-just-enough-pop
  • http://www.jackthreads.com/sales/true-colors-fresh-head-to-toe-looks/12852
  • Transcript of "Content & Commerce: The Digital Cronut (Ben Lerer, SXSW)"

    1. 1. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    2. 2. It’s the BEST TIME EVER to start a digital media company. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    3. 3. Modern Publishing Tools Social Smartphone Proliferation Amazon Web Services Broadband MOBILE Google/Search @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    4. 4. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    5. 5. There is a big UNTAPPED OPPORTUNITY in digital media. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    6. 6. Currently Tapped Revenue Streams: 1. Advertising 2. Subscription 3. Events 4. Licensing @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    7. 7. Let’s Look Closer: 1. Advertising 2. Subscription 3. Events 4. Licensing @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    8. 8. UNLIMITED INVENTORY Digital Ad Inventory > Advertiser Demand @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    9. 9. BRANDS ARE PUBLISHERS @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    10. 10. Mass Reach / Direct Response Solutions Consume Majority of Ad Dollars FACEBOOK Pinterest Google Programmatic Ad Networks @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    11. 11. When Traditional Media worked, it didn’t have this problem @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    12. 12. Advertising Spend: Online vs. Offline (this will continue…) 70 60 50 40 Print 30 Digital Billions 20 10 0 2011 2012 2013 2014 2015 2016 2017 @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    13. 13. Annual Revenue for Digital Publishers 120 100 80 60 40 LESS THAN $100 MILLION 20 0 Yearly Revenue @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    14. 14. A Challenge For Publishers to Overcome PREMIUM REMNANT inventory @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    15. 15. Let’s Look Closer: 1. Advertising 2. Subscription 3. Events 4. Licensing @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    16. 16. Substantial Subscription Revenue is limited to very few publishers. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    17. 17. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    18. 18. Let’s Look Closer: 1. Advertising 2. Subscription 3. Events 4. Licensing @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    19. 19. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    20. 20. Let’s Look Closer: 1. Advertising 2. Subscription 3. Events 4. Licensing @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    21. 21. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    22. 22. There is a big UNTAPPED OPPORTUNITY in digital media. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    23. 23. COMMERCE! @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    24. 24. We grew to be a Decent-Sized business 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2005 2006 2007 2008 2009 @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    25. 25. “Streetwear's bold styles and outlandish patterns either grab you immediately or they don't – no one's ambivalent about a Playa's Club gold-studded teal sleeveless hoodie. Make the call and move on, with Jack Threads.” Thrillist Boston – October 9, 2008 @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    26. 26. READERS BUYERS @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    27. 27. Huge Increase in Lifetime Value Shitload of Value No Value @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    28. 28. Massive Commerce Business 80% commerce 20% advertising @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    29. 29. We DON’T have this problem Typical Digital Publisher PREMIUM REMNANT inventory PREMIUM NATIVE commerce @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    30. 30. $100M+ 2M+ EXPECTED 2014 SALES PACKAGES TO BE SHIPPED IN 2014 Source: Internal
    31. 31. Huge Increase in Lifetime Value $100+ $3-$20 Thrillist Brand PremiumMedia RPM @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    32. 32. Annual Revenue for Digital Publishers 120 100 80 60 40 LESS THAN $100 MILLION MORE THAN $100 MILLION 20 0 Yearly Revenue @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    33. 33. The Kicker: Understanding purchasing behaviors also makes for a better ad product @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    34. 34. 1M+ 2M+ 7M+ Credit Cards on File Packages to be Shipped in 2014 Logged In Users @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    35. 35. There is a big UNTAPPED OPPORTUNITY in digital media. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    36. 36. You can do it! @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    37. 37. You can do it! @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    38. 38. You can do it! @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    39. 39. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
    40. 40. Thank You. You are my ONLY friends. @BENJLERER @THRILLISTMEDIA #DIGICRONUT
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