Will Roth @Time Inc

2. invested
149 dedicated staffers
5 NYC video studios
40,000 sq. ft. kitchen studio
650+ Campaigns in 2017

4. top
talent
powerful
stories
passionate
consumers
@will_magill

5. The
Challenge
IsClear
Intrusive, interruptive, self-centered marketing no
longer works the way it once did, and its effectiveness
will only continue to diminish in the social age.
5 5
@will_magill

6. ?What
Works
So…
6

7. StoriesSpark curiosity
Ignite passions
Inspire action
Entertain & educate
The Case for…
7
@will_magill

8. Content
The Case for…
8
Human Reasons
Business Reasons
(storytelling)
@will_magill

9. The Case for Content
Human
Reasons
• Stories are welcome where ads are resisted
• They’re shareable and shapeable
• Humans are hyper-intelligent and hyper-social animals
• Content adds value to empower consumer lives
9
@will_magill

10. S O U R C E : F A S T
C O M P A N Y
Neural
Coupling
When the brain sees
or hears a story, its
neurons fire in the
same patterns as the
speaker’s brain.
This is known as
neural coupling.
Mirror
Neurons
create coherence
between a speaker’s
brain and the brains
of his/her audience
members.
Cortex
Activity
When processing facts,
two areas of the brain are
activated. A well-told story
can engage many
additional areas, including
the motor cortex, sensory
cortex and frontal cortex
Dopamine
The brain releases dopamine
in the system when it
experiences an emotionally-
charged event, making it
easier to remember and with
greater accuracy
How Storytelling Affects the Brain
10
@will_magill

11. The Case for Content
Business
Reasons
• Content marketing moves the brand needle
increasing awareness and changing perception
• Creating desire and driving to purchase
• (Re)build brand trust
11
@will_magill

12. content
context
in the right
data
powered by
stories

13. native advertising
breaks through
sources: Socintel360 as cited in company blog, 2014; Nielsen and Sharethrough: A Neuroscience
Perspective, 2015; IPG Media Labs and Sharethrough: Exploring The Effectiveness of Native Ads, 2013;
The Shift to Native Advertising in Marketing 2014
89%
FEEL CUSTOM CONTENT IS A
GREAT WAY FOR TO BREAK
THROUGH THE CLUTTER
23in
CONSUMERS TRUST CUSTOM
CONTENT MORE THAN
TRADITIONAL ADVERTISING
90%
LIKE THE IDEA OF
CUSTOM CONTENT AS
A WAY TO ENGAGE THEM
@will_magill

14. 1
trusted
editorial
brands
2
scale
3
data
4
content
creation4pillars

15. E D I T O R I A L B R A N D S
trusted
@will_magill

16. 100M+110M+120M+130M+140M+150M+160M+170M+
S C A L E
A Top 10 Digital Media
Company
unrivaled
unique visitors
@will_magill

17. Source: 2016 ComScore Multi-platform/GfK MRI Fusion (12-16/S16); Publisher’s Estimate for non-measured titles (including estimate for SIMs based on
FY16 circulation); November 2017s ComScore Multi-Platform; SocialFlow, Facebook, Twitter, Instagram, Pinterest APIs; comScore Video Metrix 2017;
O&O, VPNs, YouTube and Social Video Channels, Internal Data.
XXX xxxxx
S C A L E
social scale/
our numbers
#5 on ComScore
139M
mobile uv’s
340M
social followers
12.5B
video views
135M
print readers
#1 most engaged
publisher on FB and
Twitter
More than Netflix, Viacom,
and Vimeo
more than Hearst and
Condé Nast
200M
deterministic
1:1 targeted
customers
proprietary 1st party
database

18. 340M
154M
130MTop 5 handles
105M
55M
21M
<9M
S C A L E
like. love. share.
@will_magill

19. One-to-one targeting and data science tools that drive
content creation and consumer segmentation—ensuring
relevance, efficiency, and context
Discovery | Creation | Distribution | Optimization
D A T A
driven
@will_magill

20. Social Flow’s real-time analytics
aggregate, categorize, and rank
all Meredith content for value,
allowing immediate optimization
for quality engagement.
D A T A
1 discovery
3 distribution
2 creation
4 optimization
@will_magill

21. like, comment, and share 29% more
Meredith Branded/Native Content on average yields 29% more social
actions per execution than the SimpleReach industry benchmark
D A T A
view 1.9x more pages
Meredith Branded/Native Content, on average, yields 1.9X (or
84%) greater page views per execution than the SimpleReach
industry benchmark
watch 12x more real time video
Advertisers receive more engagement—12x for Real Time Video and
2.9x for Amplify Social—when they partner with Meredith in a co-
branded execution execution vs. the amount of engagement they
receive in a paid solo execution
@will_magill

22. C O N T E N T C R E A T I O N
making
an impact
native video
content
page
@will_magill

23. relevant distinct on-brand
To better understand the impact between custom content and consumers, Meredith partnered
with Millward Brown and Latitude Research and identified three key take-away’s for content
that resonates with consumers and guarantees strong engagement.
C O N T E N T C R E A T I O N
@will_magill

25. C L I E N T S
@will_magill

26. Thank You