Publishers as Retailers: Spotlight on Thrillist
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Publishers as Retailers: Spotlight on Thrillist

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Publishers that have built trust with their audience and create intent through their content can monetize that intent through a fully-integrated commerce offering that actually puts branded boxes of ...

Publishers that have built trust with their audience and create intent through their content can monetize that intent through a fully-integrated commerce offering that actually puts branded boxes of merchandise in the hands of their consumers. Thrillist Media Group is successfully combining its content platform with a thriving commerce business. Todd Anderman describes real world examples of campaigns with Jackthreads, Doritos and Outlook that highlight how the combination of content and commerce can propel your business forward.

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  • http://www.jackthreads.com/thecrosbypress/2014/01/27/casual-essentials-with-just-enough-pop
  • http://www.jackthreads.com/sales/true-colors-fresh-head-to-toe-looks/12852
  • User generated content to user generated commerce
  • Add slide with social feedback Surprise and delight your customers
  • Jason help with animation / graphic= quantifiable trust

Publishers as Retailers: Spotlight on Thrillist Presentation Transcript

  • 1. There is a big UNTAPPED OPPORTUNITY in digital media.
  • 2. Currently Tapped Revenue Streams: 1. Advertising 2. Subscription 3. Events 4. Licensing
  • 3. Let’s Look Closer: 1. Advertising 2. Subscription 3. Events 4. Licensing
  • 4. UNLIMITED INVENTORY Digital Ad Inventory > Advertiser Demand
  • 5. A Challenge For Publishers to Overcome PREMIUM REMNANT inventory
  • 6. How about selling subscriptions, events and licensing? Good incremental revenue opportunity for a few publishers, but can they significantly scale the business AND provide more powerful ad product?
  • 7. There is a big UNTAPPED OPPORTUNITY for digital publishers....that also leads to unique insights for custom advertising programs
  • 8. COMMERCE!
  • 9. “Streetwear's bold styles and outlandish patterns either grab you immediately or they don't – no one's ambivalent about a Playa's Club gold-studded teal sleeveless hoodie. Make the call and move on, with Jack Threads.” Thrillist Boston – October 9, 2008
  • 10. Google Analytics & Facebook Insights JackThreads has had incredible growth 1M+ Credit Cards on File 7M+ Logged In Users 2M+ Packages to be Shipped in 2014 $100M Forecasted Sales for 2014
  • 11. READERS BUYERS
  • 12. Huge Increase in Lifetime Value Shitload of Value No Value
  • 13. ALL VALUABLE INVENTORY PREMIUM REMNANT inventory NATIVE commerce PREMIUM Typical Digital Publisher
  • 14. The Kicker: Understanding purchasing behaviors also makes for better ad product… Where the advertiser enhances the shopping experience
  • 15. User Generated Content User Generated Commerce
  • 16. Surprise & Delight Your Customers
  • 17. Incredible Social Traction
  • 18. Advertisers Provide Special Offers for Consumers
  • 19. Publisher + Marketer = Unique Insights for Advertisers = Increased RPM = Merging Content and Commerce