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Transforming Media 2015 - Bewegtbildvermarktung für journalistische Inhalte

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Chris Eberl gründete 2012 die kontextR GmbH. Er studierte Informationstechnik und Betriebswirtschaftslehre in München und Berkeley. Seit 15 Jahren ist Eberl in der Software-Industrie tätig. Unter anderem war er bei Microsoft als Business Development Manager für Innovations-Projekte für Medienunternehmen verantwortlich. Darüber hinaus lehrt er Innovation & Entrepreneurship an der TU München und forscht an neuen digitalen Geschäftsmodellen für die Verlagswelt.

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Transforming Media 2015 - Bewegtbildvermarktung für journalistische Inhalte

  1. 1. Chris Eberl Programmatic Content
  2. 2. Agenda
  3. 3. Schmiermittel der Welt? Anders: worum wurden wo Kriege geführt? … im 19. Jahrhundert? … im 20. Jahrhundert? … im 21. Jahrhundert?
  4. 4. Jobs der Zukunft? Bis dato CXO FRONT/BACK- END DEVELOPER ACCOUNTANT Motion DESIGNER CREATIVE/Art DIRECTOR UX Designer Social Media Manager Künftig Gesture writer Data storyteller Content archivist Earned Media director Avatar Relationship Manager ???
  5. 5. Daten & Algorithmen = Macht
  6. 6. Facebookcalypse (April 2015) New York Times -26 Mio. Visits Buzzfeed -22 Mio. Visits Huffington Post -27 Mio. Visits
  7. 7. Was verdient der Markt? Google • 66Mrd$ Umsatz • 53k Mitarbeiter • 1,2Mio$ pro Mitarbeiter • Gewinn 14,4Mrd$ • Marge 22% Facebook • 12,5Mrd$ Umsatz • 9k Mitarbeiter • 1,4Mio$ pro Mitarbeiter • Gewinn 3Mrd$ • Marge 24%
  8. 8. Was wird pro User pro Jahr verdient? Google • 45$ Facebook • 5$ Buzzfeed • 0,3$ TV-Sender • 50$ Print • 60$ • Das ist auch der Grund, warum Print so tief fällt. Die Margen bei Print waren einfach die mit Abstand höchsten, weil die Umsätze sowohl durch teure Bezahl- Inhalte als auch durch teure Brand-Werbung erzielt wurden. • Google ist bislang das einzige digitale Unternehmen, das es geschafft hat, in diese Rendite-Sphären vorzustoßen. • Aber Facebook und Buzzfeed setzen alles daran, da auch hinzukommen. Deren Ziel ist es, den Umsatz pro Nutzer zu steigern. • Und das wird ihnen nur gelingen, wenn sie die Brand- Werbung aus TV und Print absaugen. Nicolas Clasen
  9. 9. Was macht Google & Facebook erfolgreich? Die Organisations-Struktur? Nein!
  10. 10. Aber was dann?
  11. 11. It´s Programmatic Content – stupid! Google = • Crawler von Content • Traffic durch großes Content- Verzeichnis • Content-Streuer von Traffic (CPC) • Format = Suchschlitz + Link-Liste Edge- Technologie User Experience first Keine Kosten für Content Mit native Webseite/App  kein Problem mit Ad-Blockern Beide gemeinsam Facebook = • Owner von Content (von Usern + Firmen) • Publisher mit hohem Traffic (TKP+CPC) • Content-Recommendation & (noch) per Redirect • Format = native Content-Feed
  12. 12. Technologie-Anbieter für Publisher & Blogger
  13. 13. Was macht die kontextR GmbH?
  14. 14. kontextR Recommendation-Engine
  15. 15. kontextR SaaS für Publisher/Blogger Verschlagwortung Verlinkung von Artikeln Werbung per Links & Widgets (z.B. Affiliate) Contents per Links & Widgets (Video, YouTube, Twitter) Daten-Analysen (für SEO, Alerts)
  16. 16. kontextR Formate: automatisierte Links
  17. 17. kontextR Formate: autom. inFeed-Widgets
  18. 18. kontextR Formate: Bewegtbild-Widgets
  19. 19. Live-/Video-Stream im Banner
  20. 20. Better Together: Publisher/Blogger + kontextR

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