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Paul Lomax Paywall Strategies
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Paul Lomax Paywall Strategies

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Transcript

  • 1. Free and easy
    How Dennis Interactive makes ad-funded websites pay
  • 2. Hi, I’m Paul Lomax
    What does Dennis do?
    How do we make ads work?
    But aren’t CPMs dead?
    What about the future?
  • 3. What does Dennis do?
  • 4. We publish around 20 magazines and 30 websites
    In motoring, technology, lifestyle and current affairs verticals
  • 5. We publish around 20 magazines and 30 websites
    In motoring, technology, lifestyle and current affairs verticals
  • 6. We sell advertising solutions to clients via media agencies
    In motoring, technology, lifestyle and current affairs verticals
  • 7. Our key websites are a platform for advertising
    (But that doesn’t mean they’re not user-centric)
  • 8. How does Dennis make online advertising pay?
  • 9. #1
    Make the agency look good
    Make sure your site is the ‘no brainer’ on the media plan
  • 10. #2
    Offer value
    (added, or otherwise)
  • 11. #3
    Befriend the client
    (without pissing off the agency)
  • 12. #4
    Always deliver. Always.
    (and don’t be a pain in the arse)
  • 13. Targeting requires a balance
    #5
    (scale isn’t a dirty word)
  • 14. #6
    Competitive pricing
    (whilst maintaining yields)
  • 15. #7
    Beware backfill
    (although consider it for international traffic)
  • 16. #8
    Don’t compete on demographics
    (You’ve got ABC1 males 35-55? Great, so has Facebook)
  • 17. #9
    Shape your traffic
    (it’s about context, not just target audience)
  • 18. #10
    Diversify market segments
    (hopefully it’ll level things out)
  • 19. But aren’t CPMs dead?
  • 20. For display advertising:
    Cost per click? No.
    Cost per engagement? No.
    Cost per action (lead/sale)? No.
    Cost per influence?
    Cost per eyeball-minute?
  • 21. What is the future for the free and ad-funded model?
  • 22. Risk of premium solutions becoming the base-line
    Behavioural targeting
  • 23. Risk from demand side platforms
    Eroding barriers to entry
  • 24. Risk from 3rd party data harvesting
    Cutting out the middleman
  • 25. Hybrid models
    “not ruling anything out”
  • 26. Of course we need to diversify
    (but it’s either sprats and mackerels or massive risk)
  • 27. “Quality journalism has to be paid for”
    Can capturing user data be payment in kind?
  • 28. Thank you
    http://twitter.com/paullomax
    paul_lomax@dennis.co.uk

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