Ad Age 2014

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Ad Age 2014

  1. 1. The average person has the potential to see 1,500 pieces of content daily. A tiny fraction will been seen, clicked, read and shared.
  2. 2. 40000 Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy 40000 Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy Upworthy delivers massive social actions per post (Newswhip February) 42x Top 50 avgTop 50 Avg is 742
  3. 3. Bleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed UpworthyBleacher Report BBC NYTimes Slate.com Huff Po NPR The Atlantic Elite Daily The Blaze Buzzfeed Upworthy 4% We do this with a modest volume of content (Newswhip February) Top 50 Avg is 7,145
  4. 4. The power of purpose The significance of quality Blueprint for brands
  5. 5. 31,000 social actions per post (Newswhip February)
  6. 6. #1 reason for sharing… “to draw attention to something important.” (Google Consumer Survey)
  7. 7. Meaningful life, Meaningful work, Meaningful media.
  8. 8. 80% Reach to Social Web 78%50M Total Readership 50M+Big, rising group of people who haven't given up on the world 7M Core Community 8M Source: Internal data, Facebook data, February
  9. 9. O 77% Core Community 74% Total Readership 45% Entire Web Active and influential in discussions on social issues 77% 74% 45% Source: Internal survey, Google Consumer Survey
  10. 10. O 77% Core Community 74% Total Readership 45% Entire Web To buy products they have to connect to brands’ social values 98% 69% 47% Source: Internal survey, Google Consumer Survey
  11. 11. 1 a little a lot not at all 93% Brand values make me care. 1 a little a lot not at all 98% Brand values make me buy. I will only recommend if brands’ values reflect mine. 85% Source: Internal survey, Google Consumer Survey
  12. 12. 35M 70M Q2, 2012 Q3, 2012 Q4, 2012 Q1, 2013 Q2, 2013 Q3, 2013 Q4,2013 Q1,2014 Our growth is a proof point for the power of purpose (Upworthy Reach Quarterly ’12 - ’14) +60% Q2, 2012 Q3, 2012 Q4, 2012 Q1, 2013 Q2, 2013 Q3, 2013 Q4,2013 Q1,2014 7.8M Core Community 50M Source: Internal data
  13. 13. Fewer than 3 in 10 graduates in science, technology, engineering, and mathematics are women. ! And barely 1 in 10 engineers are women.
  14. 14. or
  15. 15. Link to Video! http://www.upworthy.com/move- over-barbie-youre-obsolete
  16. 16. I’m starting this year as an engineering major at GW. This, I love to see. Jenny, check this out - amazing idea to inspire girls to beat the statistics… Goldieblox! I’ve been looking for something like this for Giovanna since she started to ‘tinker’!
  17. 17. 2 Million Views $100k / 23,000 orders 12 Million Views 200,000 Votes Superbowl.
  18. 18. Source: Stratechery “Five- Thirty-Eight End Average” Articles Consumed Low QualityHigh Quality
  19. 19. Low QualityHigh Quality Source: Stratechery “Five- Thirty-Eight End Average” Articles Consumed
  20. 20. Headlines are this part Curation is a Craft Distribution is a Science
  21. 21. Attention Minutes Tell A Bigger Truth About Quality Interest Consumption Sharing
  22. 22. A new barometer for content.Readers Attention Minutes Just looking at page views
  23. 23. A new barometer for content.Readers Attention Minutes 10 minute French documentary on gender roles with English sub-titles 7 minute cartoon on bullying with a slam poetry voice-over Just looking at page views
  24. 24. Attention Minutes Visitors New insights on distribution . Visitors Attention Minutes Source: Internal referral data
  25. 25. Makes them stay A new lens for behavior. Thought ProvokingHappy Inspiring Funny Shocking Troubling Touching Makes them share Source: Internal referral data
  26. 26. Quality is the through-line Interest Consumption Sharing
  27. 27. Compelling Transparent Mission-aligned
  28. 28. 60000 Upworthy The Atlantic The Blaze Slate.com Elite Daily NPR Buzzfeed NYTimes BBC Bleacher Report Huff Po 73x Brands like…
  29. 29. Promoted Post delivered a message of connectedness and serious owned & earned. 10k Likes 7.3k Shares 2.3 k Comm 30000 During After 247k Views 300000 +30% +130% +150% +200%
  30. 30. Sponsored curation delivers the reach of healthy-sized website. 18M Unique Visitors 100M Social Reach Millions of Attention Minutes
  31. 31. ! Promoted Posts of brand content that fits mission. 1 Sponsored Curation on important themes 2 Content Consultation for crafting content and shared learning. 3 Brand Values Important, Meaningful Content Upworthy Collaborations Blueprint for Brands
  32. 32. Promoted and curated content aligned with the top topics our community asked to see in 2014 Better more sustainable world Important messages, compelling content
  33. 33. Brand Values Important, Meaningful Content Upworthy Collaborations
  34. 34. The power of purpose The significance of quality Blueprint for brands

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