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How Scandinavian Media Group Schibsted became a data & technology driven media company

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Webtomorrow 2016 presentation

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How Scandinavian Media Group Schibsted became a data & technology driven media company

  1. 1. THE FUTURE IS NOW
  2. 2. SCHIBST ED THE NEXT LEVEL WEBTOMORROW Ghent 15 th of june 2016 Fredric Karén, editor in chief Svenska Dagbladet, Stockholm, Sweden
  3. 3. THIS IS SCHIBSTED
  4. 4. CLICKTOEDITMASTERTITLESTYLE 4 THE SCHIBSTED
  5. 5. 5 KEY FIGURES 2015
  6. 6. 6 MEDIA HOUSES 2015
  7. 7. CLICKTOEDITMASTERTITLESTYLE 7 etc… MEDIAHO etc… MARKETPL bomnegócio.com compre e venda perto de você etc… GROW
  8. 8. IT’S A NEW GAME
  9. 9. MarketplacesAdvertising GLOBAL SOCIALISERS GLOBAL SPECIALISTS GLOBAL PLAYERS CONTROLLING YOUR IDENTITY 9 WE ARE UP AGAINST NEW PLAYERS
  10. 10. 10 1993 On the Internet, nobody knows you’re a dog. 2016 On the Internet, everybody knows you’re a dog. AND ENTERING A NEW PHASE OF THE INTERNET
  11. 11. 11 PERSONALISED EXPERIENCES
  12. 12. 12 Seamless cross-device content consumption with Netflix Laptop Bedroom Snoozing Tablet Train Commuting Smartphone Airport Gate Waiting SEAMLESS CROSS-DEVICE EXPERIENCE
  13. 13. WE’RE INVESTING HEAVILY IN
  14. 14. CLICKTOEDITMASTERTITLESTYLE In order to compete with the global giants, I believe it is necessary that we concentrate our technological efforts in order to get the most out of our combined resources. We need to combine our great skills and experience with new competencies and tools. Our decision to take a big step up in technology, data science and product development will have a huge impact. 14 ROLV ERIK RYSSDAL CEO Schibsted Media Group
  15. 15. CLICKTOEDITMASTERTITLESTYLE 15 WE WILL BE MUCH MORE
  16. 16. CLICKTOEDITMASTERTITLESTYLE 16 ONLINE CLASSIFIEDS 
 INVESTMENT PHASE •Estimated spending to be closer to EUR 100 million 
 in 2015 WEB TV •Investments expensed and affecting EBITDA negatively with around EUR 15 million 
 – mainly VG and Aftonbladet NEW ONLINE TECHNOLOGY AND ONLINE DEVELOPMENT • Increased investments of EUR 20–30 million in 2015 • 60%–70% expected to be capitalized DIGITAL INVESTMENTS
  17. 17. 17 NEW ONLINE SERVICES TARGET: A GLOBAL LEADER IN ONLINE CLASSIFIEDS PROVIDING SMART SERVICES FOR EVERYDAY LIVING BUILDING WORLD CLASS DIGITAL MEDIA HOUSES ADVANCED DATA ANALYTICS CUSTOMER INSIGHTS PAYMENT SERVICES TECHNOLOGY PLATFORMS ORGANISATION & COMPETENCE SCHIBSTED ECO SYSTEM
  18. 18. A CLOSER LOOK AT OUR 18 PLATFORMS 1. PUBLISHING 2. MARKETPLACES 3. ADVERTISING SCHIBSTED POTENTIAL NEW PLATFORMS COMPONENTS IDENTITY PAYMENT EXPERIMENTATION FRAUD ENABLING ECHNOLOGIES DATA & ANALYTICS INFRASTRUCTURE END 
 PRODUCTS FUTURE POTENTIAL PRODUCTS
  19. 19. 19 Online Classi-
 fieds Media Houses Existing Growth New Growth Existing Growth BE DIFFERENTIATING BECOMPARABLE Object 
 related 
 Identity P2P 
 Payment ■Local content ■Shopping intent ■Personal finance OUR DIFFERENTIATING IDENTITY DATA: WE HAVE THE DATA FOR
  20. 20. 1. More customer insight 2. Better user products 
 and services 3. Defend and grow advertising 4. Increased growth innovation 20 WHAT WILL THIS GIVE US?
  21. 21. SCHIBSTED MEDIA PLATFORM
  22. 22. 22 MEDIA PLATFORM VISION Schibsted Media Platform will enable our publishers to leap into a digital only newsroom, where they can, with high speed and precision, innovate on and deliver personalized experiences for its consumers.
  23. 23. 23 FIVE CORE PRINICIPALS Digital only DataTransparency The individual UX
  24. 24. 24 PRODUCTS & TECH Infrastructure Data Analytics Product APIs User Experience Payment Identity Advertising Platform Media Platform Marketplace Platform
  25. 25. DISCOVER 25 Discover news, trends and value in real time.
  26. 26. CREATE 26 Create engaging stories for the consumer with simplicity.
  27. 27. CURATE 27 Curate content to reach the consumer in the right way at the right time and place.
  28. 28. ENGAGE 28 Engage audience to maximize reach, impact and learning
  29. 29. STREAM 29 Upload, convert, store, distribute and monetize video
  30. 30. ■ Svenska Dagbladet was the first of Schibsted media houses that migrated to SMP. ■ The project ran for 14 th months and included development within editorial, advertising and subscriptions systems. ■ A new responsive web site was launched on the 25 th of May 2015 on top of SMP ■ Newsroom migrated from Escenic CMS to SMP ■ Compeletely new workflows in the newsroom 30 SVD ON THE MEDIA PLATFORM
  31. 31. 31 FASTER AND EASIER Editor search for
 the storietag The tag generates the package on the site A story page is automaticly generated
  32. 32. ■ The editor controls the algorithm by ■ The news values set by newsroom ■ The time the article is judged to be relevant ■ The number of readers and shares ■ The category the article belongs to 32 THE ALGORITHM
  33. 33. SO HOW DOES IT WORK? 33 Newsvalue + click Newsvalue Lifetime mid Lifetime long Popular (click + CTR
  34. 34. 34 NEXT STEP 40 % B2B Pageviews 40 % B2C Convertion 20 % LOYALTY Time spent
  35. 35. ■ Project is running in VG (Verdens Gang) in Norway right now: ”VG 2020” ■ Developers, UX and journalists working side by side to try to figure out the best news experience for the future ■ This is what they have come up with so far… 35 THE FUTURE OF NEWS
  36. 36. ■ The digital transformation affects everything we do. It will NOT stop 
 – rather accelerate even quicker. ■ It is a global game now. Strong international competitors. ■ The web is changing from anonymous to identified. Login becomes essential. ■ Traffic and data is the new currency. Will increase further with wearables and the Internet of Things. ■ More data driven newsrooms opens up for new interesting experiments around personalization to optimise our business goals 
 36 KEY TAKE-AWAYS
  37. 37. THE FUTURE IS NOW

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