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How to build sustainable revenue from digital media 2014 john barnes
 

How to build sustainable revenue from digital media 2014 john barnes

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How to build sustainable revenue from Digital media

How to build sustainable revenue from Digital media

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  • In Europe, the computer is no longer the only access point for digital content. The below chart shows what % of website traffic originates from non-computer devices such as Mobiles and Tablets by market. <br /> In an analysis of June 2012 browser-based internet traffic in Europe, the UK led with the highest share coming from non-computer devices at 16.4 percent. Other markets at or above the 10 percent mark are Ireland (11.5%), Russia (10.4%) and Norway (10.0%). <br /> These different access behaviours also impact the screen hieracrchy of the user, which is starting to change throughout the day and days of the week, ie weekend hierarchy and access is dominated by smart TV in place of desktop <br />
  • We own the inbox:Incisive Media’s Digital Marketing Platform, 2013 <br /> Phase 1 of our new in-house automated, adaptive email delivery system is complete. <br /> Our email operations are now more efficient and more effective. <br />

How to build sustainable revenue from digital media 2014 john barnes How to build sustainable revenue from digital media 2014 john barnes Presentation Transcript

  • London | February 25th, 2014 Sustainable Revenue from Digital Media @JohnMNBarnes MD Incisive Media Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • We’ve heard the allure of digital revenue for more than a decade Yet many publishers still report that print supersedes digital And a majority of publishing organizations continue to structure people, processes, and tools to support a printfirst environment. Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • But, what has worked in the past doesn’t always work in the future... Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • …and what we think will work in future may have serious flaws… Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • The three horizons of growth Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Evolution of Incisive Digital strategy over time BUILD BUSINESS EXTEND AND DEFEND 1990’ 2000’ 2010’ Platform Brand Audience / Community Short-term extensions / products Reach / Platform / Brand User engagement/Multiscreen / Synchronous use Focus on reach and extensions of print brands into online, and adjacent markets “Multi-screen”, web-first strategy focused on engaging communities through multiple media – web, print, tablet, mobile CREATE VIABLE OPTIONS “Deep and narrow” strategy focusing on vertical communities served with print publications 1995 2014 1st Banner ad served 2+ Billion ad imps served 18 Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Digital revenue exceeded print revenue for the first time in 2012 Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue In the multi screen first world, we are not competing for attention between content and adverts anymore… Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue ..but between activity and screens, and detailed knowledge of the users! Source Google 2012 Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • The vast majority of our daily media interactions are screen based 10 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Our online time is spent between four primary media devices 11 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Context drives device choice 12 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • There is no secret formula for sustainable digital growth but, data is now the key driver! Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Each device has very different peak usage times throughout a typical day, highlighting their varying use cases and value propositions to the digitally-connected consumer. Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue A user day, risk.net 15 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • There are two modes of multi screen use 16 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Smartphones are the most common starting place for online activities 17 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • What does this mean to us?  Rather than assuming users consume digital on different devices in silos, the multi screen world will: ­ Be based on a trusted relationship between the publisher and the user, across devices ­ Users will be tracked across devices to close the loop on attribution ­ For example a user sees a Ford ad on a tablet, they play around on the Ford site the next day on their smartphone, and book a testdrive from their desktop PC at work later that day ­ Agencies and advertisers cannot know they are the same person ­ Publishers can ­ Using tools like PPID (publisher provided ID) and MD5#  Our goal is multi­device and multi­channel attibution, with a more engaged and loyal customer Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Sustainable Digital Revenue London | February 25, 2014 Making audience the purchase, not the platform Different Devices – same audience – different strengths Browsers, Editions & Apps – strategic positioning Smart Phone One hand Digit Multi function On demand Compulsive Tablet Two hands Gestures Linear task Lean back immersive Browsers, Editions & Apps – Computing Computing Computer Computer Desk Type and Pointer Multi­task Lean forward Practicality Browsers Editions & Issues Computing.co.uk Fortnightly zMag Will be fully responsive Moving to App Studio on unified template by HTML 5.0 Browser Q2 version in Q2 Apps & Tools chrome app SmartPhone m.Computing.co.uk Fully responsive ? Google Currents Tablet t.Computing.co.uk Fully responsive Quark app studio produced version in Apple and Android Stores CTG Resources (available on IoS and Android, available in Apple, Android, Samsung and Amazon app stores) All have a browser, mail client, apps & digital issues! Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • It is now not about size, but the quality! Large circulations are less valuable than custom audiences, and command the highest prices 20 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue This is why we needed Scout To understand and collect: ­ Data on the way company’s and individuals were engaging with our content ­ a platform that combined engagement data with revenue ­ Made the insight accessible and actionable by our sales and marketing teams ­ Helped us to track platform use ­ To allow us to measure engagement data and revenue to increase retention and life time value Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Understanding who users are, what devices they use, when and where in the day, and why is now at the heart of our revenue strategy 22 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • 23 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue The Most Valuable Audience: Subscribers JB 24 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Owning the inbox Prior to 2013 our complex matrix of brands, products and customers prevented delivery on our email vision at speed and at scale. We now have a single system that automatically creates newsletters that adapt to device: ­ ­ ­ For 127 newsletter templates Across 26 products Built on dynamic news feeds and a library of specific marketing messages Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue What’s a MD5 Hash? = jb@incisivemedia.com 26 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue What’s a MD5 Hash? = 43307bb5a669b247270a4d81cce6f3ff 27 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Dynamic templates customise the experience Adapts to screen size Specific marketing feeds and messages Delivered to specific data sets Pre-selected XML feeds from the CMS matched to data Digital Publisher of the year 2010 & 2013 Dynamically inserted ads via DFP or Live Intent Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue And MD5# allows us to create custom segments Retention 15% OFF Just for you, JB! 29 Re-activation We’ve missed you, JB! Supression Don’t tell JB! Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue More efficient  Daily emails require NO editorial intervention  Emails are compiled and despatched to a specified list automatically  Deployed to all brands within 3 months Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue More effective The daily update is now a vital engagement channel for Risk.net subscribers via email 51% of people read the 6am email on our mobile enabled format (and are all tracked with MD5#). Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue The future: Automated corporate emails Content matched to behaviour Segmented by status Owning the relationship with the customer in the inbox and beyond Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue The Right Impression, Everywhere (MD5# or PPID) = jb@incisivemedia.com = 43307bb5a669b247270a4d81cce6f3ff 33 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Hashes are Cross Device & Cross Platform 34 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Engagement data & revenue is combined & accessible Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Scout delivers on retention and value Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Custom audiences and the private ad exchange…  First stage was upgrading to Doubleclick for Publishers (DFP) premium ­ ­ ­ Single integrated platform Extending DFP solution to include Bid Manager, Ad-X, Optimise and Audience Adding Admeld, Live Intent and OnScroll tech to our solution  Streamlined management across platform and functionalities ­ ­ ­ This included video, mobile audience and data management With a focus on monetisation and audience segmentation Using concept of eCPM to evaluate and tune house campaigns  Key goals were to: ­ ­ Maximise value of inventory, and Improve trafficking efficiency Create new advertising opportunities, and Showcase our product offering Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Incisive Ad operations now have clear objectives..  To maximise the opportunities and value for our advertisers, both internal and external, we have: ­ increased the effectiveness of our direct and house advertising in order to maximise inventory ­ taken full advantage of our high-worth audience on private exchanges and premium ­ Monetised first and third party data on our own and other networks, including audience extensions and our email inventory ­ And truly understood the value of our data by operating as buyers and sellers in the programmatic environment Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Markets – prior to the private exchange we sold markets as verticals Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Post private exchange we sell audience across verticals e.g. Lawyers Using retargeting within our own network Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Most inventory is traded on data! 3rd Party Behavioral 3rd Party assumed intent 1st Party demographic  B2B data has always been more sophisticated than B2C, it is based on actual demographics per user (1st Party)  Because of the historic lack of B2C data, agencies and advertisers think that the current levels of data are sophisticated  We think they are basic, because they are based on assumed intent and historical behaviour, NOT on the user demographics with intent and behaviour overlaid Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Intent and behaviour data, the flaw! Johnny Tim George  All three like Sport (particularly Cycling, Cricket and Rugby)  Enjoy air travel, staying in hotels and eating out  Love technology and automobiles, especially supercars such as Ferrari’s Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Sustainable Digital Revenue London | February 25, 2014 B2B value is in the articulation of our first party data  But it is hard to detail our audiences using behavioural terminology.  Third party data is “intent” driven and generic and not of specific relevance to our (b2b) advertising clients Incisive 1st Party demographics  but it can be overlayed with existing audience segments to add a degree of targeting  e.g.Computing registered users + visitors to Autotrader + those who have viewed car ads = qualified high net worth carbuyers Digital Publisher of the year 2010 & 2013 3rd Party Behavioral 3rd Party assumed intent Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Intent and behaviour data – the solution! Johnny Digital Publisher of the year 2010 & 2013 Tim George Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Intent and behaviour data – the solution! Johnny Tim George Intender Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Intent and behaviour data – the solution! Johnny Intender Digital Publisher of the year 2010 & 2013 Tim George Behavioural Intender Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Intent and behaviour data – the solution! Johnny Tim George Intender Qualified Buyer Behavioural Intender Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Examples of Data overlays 3rd Party Behavioral 3rd Party assumed intent Incisive 1st Party demographics Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Collecting first party data to enrich the exchange with quick questions Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Re-targeting: Agencies and networks don’t have audiences!  All they can do is target and buy on behaviour and intent  They cannot retarget as they do not have a first party, unique, loyal audience, therefore lacking quality  As a result they want volume to minimise risk, and maximise discount, because there is innate waste in this approach  Publishers can counter this by overlaying 1st party demographic data, with behaviour and intent  This massively improves targeting, reduces volume and increases value Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Publishers do - Example Campaign – Risk.net  On Risk.net  75,000 impressions ROS geo targeting US only = $140CPM = $10,500 On Risk.net  Retargeted (or Audience extension)  120,000 impressions via Google ad networks targeting individuals that Incisive Media has dropped a cookie on when they have visited Risk.net and seen the CME ad = $80CPM = $9,600 Retargeted  Total rate = $20,100, Total impressions = 195,000 Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Incisive private exchange – creating value through exclusivity  The opportunities for publishers are : ­ Building value through exclusivity and clarity on audiences for the trading desks ­ Access to budgets dedicated to automated trading and a new range of clients ­ Increases the value of first party data and increase the efficiency of all digital advertising ­ Act as a buyer of our own inventory to value and tune house campaigns ­ With a 400% increase (a 7 figure sum) in traded revenue in 2013 Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue Turning “Whitespace” into AdSpace Most pages are undermonetised  Typical “Incisive” page length over 5500 pixels deep  Typical “whitespace” between end of column and footer of page over 1,500 pixels – often over 3,000 pixels  Average last position of ad within left hand column 2,275 pixels Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • London | February 25, 2014 Sustainable Digital Revenue All ads can be premium with viewability  Additional Ads Delivered entirely on user “scroll”  Typically over 50% of additional ads served for over 20 second (well over the 50%, 1 second viewability metric)  Generate around 12% additional inventory on sites employed.  Click performance over 500% higher than standard below the fold placements.  Demo Page: http://www.v3.co.uk/blog/it-sneak-blog Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • So what have we learned? Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • The data of who, what, when, and why is what will be used to create custom audience Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • It is now not about size, but the quality! Large circulations are less valuable than custom audiences, and command the highest prices Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • Operating as a buyer of our own audience is giving us real insight into the quality, uniqueness and value of our data! Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • The desktop is the distraction! Not mobile Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • …oh , and that CPM is a fatally flawed metric, ‘a Crap Publishing Metric’, that rewards scale, devalues quality and does not reward specialists who spend time, money and expertise building high value audiences Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating
  • THANK YOU john.barnes@incisivemedia.com Twitter.com/johnmnbarnes Linkedin.com/in/johnmnbarnes Digital Publisher of the year 2010 & 2013 Incisive (in-sy-siv) adj. mentally sharp; acute; clear and effective; cutting; penetrating