Nina Vanneck, from Google, presents at Publish on Engaging Audiences, While Increasing Content Monetisation.

1. Confidential & Proprietary
Monetisation Strategies, and Engaging
Audiences in a Mobile World
Nina Vanneck
Head of Publisher Partnerships

2. How Google partners with publishers for revenue growth
Editorial &
Content
User
Growth &
Distribution
Profitability
Driving Audience Growth through distribution
Increasing Net ARPU
Creating User Engagement with Innovative Content
NewsStand
News Lab
Cardboard
Better mobile
experience
Trends
The Future of
Media
Virtual Reality
Storytelling
Data
Journalism
Programmatic
Efficiency
Alternative Revenue
Models
Analytics
Premium
Finding the right
audiences using Data
news
Mobile Apps
Expanding reach
Collaborative Content
Creation & Dev.
Platforms

3. Confidential & Proprietary
Confidential & Proprietary
Build for today
Make it Fast
Make it Engaging
Unlock revenue
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Building for
today’s users
Confidential & Proprietary

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7. 74%
of people will abandon
a mobile website that takes
more than 5 seconds to load
1/3
Source: Google Mobile Ads Blog 2012
Make it fast
say speed is the most important
factor when using the mobile web
Confidential & Proprietary

8. Confidential & Proprietary
Testmysite.thinkwithgoogle.com

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Testmysite.thinkwithgoogle.com

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Testmysite.thinkwithgoogle.com

11. Mobile first strategy tips
67%
of users start a purchase on their
mobile phone, but complete it on
their desktop
Make it consistent
across all screens
Make it fast
Source: study by Google and Millward Brown Digital
Confidential & Proprietary
Make it easy
for your users

12. Confidential & Proprietary

13. What is AMP?
Confidential & Proprietary
Mobile
friendly
Easy to
implement
Fast Gives strong
incentives
Embrace the
open web

14. The 4 Principles of AMP Ads
Confidential & Proprietary
‘Beautiful’ matters We’re better togetherBe safe, be secureFaster is better

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4x
Faster
10x
Less data
1 second delay = 6% less ad impressions

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“We’ve seen a 90% decrease in page latency, 96% decrease in
unfilled impressions, 65% increase in ad engagement and 32%
increase in eCPM. Perceived load time improved from
approximately 17 seconds to 2-3 seconds.”
Conor Beck, Director of political news network TownHall Media

17. Progressive Web Apps (PWA):
App like experiences on the Web
Confidential & Proprietary
Local cachingAdd to
homescreen
Push
Notifications
Available
offline

18. Washington Post is using both AMP & PWA
Confidential & Proprietary
WaPo article in AMP
carousel
Once on AMP article,
WaPo silently registers
Service Worker to enable
PWA (no user consent
required)
PWA launchable from
menu
Opens PWA in Chrome
browser and it loads
quickly! At this point, user
is fully on WaPo domain
and experience
After some time on site,
will be prompted to add
to homescreen

19. Ads are changing too. From Banners to Native.
Confidential & Proprietary
Banner
Advertiser
Native
Advertiser
Proprietary + Confidential

20. One creative. Many Layouts.
Confidential & Proprietary
A single, component-based native creative can be displayed in many different ways.
Image
Headline
10 Makeup Tips
Body
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
Clickthrough URL
http://www.example.com
10 Makeup Tips
Lorem ipsum dolor sit amet,
consectetur adipiscing elit.
10 Makeup Tips
Lorem ipsum dolor sit amet, consectetur adipiscing elit.

21. Native Ads are made for a multi-channel world
Confidential & Proprietary
● The multi-screen world
requires flexible,
component-based ads.
● Native lets publishers put
the same care into their ads
as they do into their
content.
● Many of the fastest-growing
properties are only running
native ads.

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Confidential & Proprietary
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Build for today
Make it Fast
Make it Engaging
Unlock revenue
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23. Confidential & Proprietary
Thank you
Nina Vanneck
vanneck@google.com