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

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Paul Lomax Paywall Strategies

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

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