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How extraordinary insight can grow your audience, page views, & ad income by Cxense
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How extraordinary insight can grow your audience, page views, & ad income by Cxense

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Mikal Rohde's presentation from the “Harnessing Audience Analytics: Turning big data into revenue“ SFN Forum at the WAN-IFRA World Publishing Expo in Berlin October 2013, discussing how publishers can …

Mikal Rohde's presentation from the “Harnessing Audience Analytics: Turning big data into revenue“ SFN Forum at the WAN-IFRA World Publishing Expo in Berlin October 2013, discussing how publishers can use extraordinary insight to grow their audience, the page views & the advertising income - lessons from leading publishers that Cxense works with around the world.

Published in: Technology, Business

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  • 1. "How Extraordinary Insight can grow your audience, your page views & your advertising income - lessons from leading publishers around the world" WAN-IFRA’s World Publishing Expo 2013 Mikal Rohde, EVP, Cxense
  • 2. 2 The publishing industry is facing unparalleled levels of complexity, dynamic change and pressure to innovate
  • 3. 3 A tremendous shift in access and control Content access Open Limited Passive Involved Customer media control
  • 4. 4 • It is a challenging time for media… and journalism • Huge change in content consumption across platforms • Exclusivity for publishers is gone – the users decide • Content production from new sources, which traditional channels do not control • Revolutionary power-shift in the advertiser business, dilution of publisher revenues • New distribution of aggregated content is making revenue generation difficult • Lack of control is evident What is really happening out there?
  • 5. … and it is the users that generate the oil Big data has become the new oil
  • 6. 6 • 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 It is all about data and knowledge how to use the data !
  • 7. 7 User insights TAXONOMY MAPPING CONTENT PROFILES
  • 8. 8 Engage and monetize – actionable application
  • 9. 9 Publishers have different options – external network or full control? Choices with big consequences!
  • 10. 10 Up to 50 times higher CPM Super targeted Re-targeting Targeting Traditional premium sale Reach product External network products CPM level Available ad inventory CPM from 1-50 X
  • 11. 11 Individual articles Individual articles Individual article Front page articles 80% of the traffic 99% of the content Longer dwell-time, more engagement and higher conversion Find the right content Recommended content Bring relevant content to the user
  • 12. Thank you ! Take 1 minute to learn how to make your online business thrive – see video on: http://www.cxense.com/about/news/1-minute-online- business-thrive