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Big Data - the new oil for publishers
 

Big Data - the new oil for publishers

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The publishing industry is facing unparalleled levels of complexity, dynamic change and pressure to innovate. Big Data has become the new oil. A publishers' Big Data is their key asset and your ...

The publishing industry is facing unparalleled levels of complexity, dynamic change and pressure to innovate. Big Data has become the new oil. A publishers' Big Data is their key asset and your knowledge of how to use your data is key!

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    Big Data - the new oil for publishers Big Data - the new oil for publishers Presentation Transcript

    • Big Data - the new oil for publishers Mikal Rohde, EVP Cxense Bergen, Norway, October 17, 2013
    • The publishing industry is facing unparalleled levels of complexity, dynamic change and pressure to innovate 2
    • A tremendous shift in access and control Open Content access Limited Passive Involved Customer media control 3
    • Some key market trends • Consumers go online – new business models being defined • Everything (TV, news, music, games, etc.) goes online too • Online goes mobile, with unprepared advertisers and media • Consumer insight (a.k.a. Big Data) is becoming critical – Great user experiences – Effective advertising and e-commerce • Online advertising value chain controlled by a few large players, who also controls the data? – Media companies losing track of the advertising sales process – Online advertising prices pushed down for publishers, but not necessarily higher ROI for advertisers. Why? 18.10.2013 4
    • Vision 18.10.2013 5
    • Big data has become the new oil … and it is the users that generate the oil
    • It is all about data and knowledge how to use the data ! • Audience insight – and control of data; – The gatekeeper control access to the most precious properties; The users – Good data offer the audiences a product they can be more engaged to – Good data make higher use of produced content and more traffic to the sites – Good data enable new advertising products – allowing high adverting value 7
    • Publishers have different options – external network or full control? Choices with big consequences! 8
    • Why do this guys so interested to get the knowledge of the audiences? NOT FOR DISTRIBUTION IN THE UNITED STATES, EXCEPT PURSUANT TO APPLICABLE EXEMPTIONS FROM THE REGISTRATION REQUIREMENTS OF THE U.S. SECURITIES ACT 9
    • The ad network sales says: „Pay no attention to the publishers behind the curtain» Stéphane Pere, VP-Head of The Economist Group Business “It is all about audience” 10 10
    • Up to 50 times higher CPM CPM level Super targeted Re-targeting Targeting Traditional premium sale Reach product External network products Available ad inventory CPM from 1-50 X 11
    • Bring relevant content to the user 80% of the traffic Front page articles Recommended content Find the right content 99% of the content Individual articles Individual articles Individual article Longer dwell-time, more engagement and higher conversion 12
    • Cxense platform can solve this issues! 13
    • Actionable applications User insight 14
    • Knowing your audience is key to success Brand affinity and protection Flexible advertising products Interest and intent Demographics 15
    • Content is King Deep semantic profiles of content 16
    • User insights TAXONOMY MAPPING CONTENT PROFILES 17
    • Engage and monetize – actionable application 18
    • Actionable ads and c0ntent 19
    • Build and report audience segments 20
    • Good insights enable more measurable ROI 18.10.2013 21
    • Connect with Cxense www.cxense.com https://twitter.com/cxense www.facebook.com/cxense www.linkedin.com/company/cxense http://youtube.com/cxenseTeam 22