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HOWTOREINVENT
THEMEDIABUSINESS
Rian Liebenberg
EVP Chief Technology Officer
Nordic Media Festival
12 May 2016
2
@SchibstedGroup
@rianliebenberg
3
@SchibstedGroup
@rianliebenberg
4
ACCELERATEDINNOVATION
Rapid experimentation and
streamlined rollout of new
features and products
PERSONALIZEDPRODUCTS
Da...
5
ASTRONGHISTORYOFINNOVATION&DISRUPTION
@SchibstedGroup
@rianliebenberg
6
30countries | 200millionusers/month | 20billionpageviews/month
@SchibstedGroup
@rianliebenberg
7
EMPOWERINGPEOPLEINTHEIRDAILYLIFE
@SchibstedGroup
@rianliebenberg
1
2
3
4
8
schibsted.com/secondhandeffect #SECONDHANDEFFECT
9
etc…
MEDIAHOUSES
etc…
MARKETPLACES
bomnegócio.com
compre e venda perto de você
etc…
GROWTH
@SchibstedGroup
@rianliebenbe...
WEAREDEEPENINGOURFOUNDATION
10
PLATFORMS
1.PUBLISHING 2.MARKETPLACES
3.ADVERTISING
SCHIBSTEDPOTENTIALNEWPLATFORMS
COMPONEN...
11
LEVERAGINGOURECOSYSTEMOFASSETS
TOESTABLISHDATAFOUNDATIONS
Stage 0:
Silos of
User Data
Stage 1:
Sums of
User Data
FEATUR...
12
13
72,8
80,5
84,4
68,369,4
72,8
71,9
68,1
71,785,0
83,1
85,0
71,2
70,3
67,4
63,9
64,2
66,3
62,7
X Numbers in circles in...
13
@SchibstedGroup
@rianliebenberg
14
UNIQUEPOSITION:STRONGLOCALBRANDS
@SchibstedGroup
@rianliebenberg
15
ADVERTISING=
GROWINGOPPORTUNITIES
0
2
4
6
8
10
0 5 10 15 20 25 30 35 40 45 50
Digital Ad Spend growth, share of Total A...
16
THELOCALADMARKETS=LARGEOPPORTUNITIES
Source: ACNilsen, eMarketer, IRM, OANDA, Schibsted analysis
0,0
1,0
2,0
3,0
4,0
5,...
17
LEBONCOINLAUNCHING
SELFSERVESOLUTIONFORSME’S
Local Advertising
Leveraging hyper local targeting signals in
local market...
18
THEGLOBALPUBLISHINGCHALLENGE
BECOMECONTENTPROVIDERS
for Facebook and alike to reach a massive
audience, but hand over e...
Daily digital reach* in Norway
66 %
* Q2 2015, sources: TNS Gallup, Orvesto, internal figures
55 %
65 %
26
32
7
350,000 visits / hour
visits per hour on average on mobile during
the first weekend of Paris terror attacks
150 000
300 000...
45% of people in Sweden learned about the Paris attack online first,
and of these Aftonbladet was by far the primary source...
22
FIRST:CHANGEHOWWETHINK!
Reinvent broadcasting
journalism as deeply
personal journalism to
win the battle for user
engag...
23
SECONDLY:INVESTINPLATFORM&PRODUCTS
@SchibstedGroup
@rianliebenberg
PUBLISHING PLATFORM
DISTRIBUTION SUITE
Magic consume...
24
DISCOVER
Discover news, trends
and value in real time.
@SchibstedGroup
@rianliebenberg
25
CREATE
Create engaging
stories for the consumer
with simplicity.
@SchibstedGroup
@rianliebenberg
26
CURATE
Curate content to reach the
consumer in the right way at
the right time and place.
@SchibstedGroup
@rianliebenbe...
27
ENGAGE
Engage audience to
maximize reach, impact
and learning
@SchibstedGroup
@rianliebenberg
28
OURLEAPOFFAITH
Build new global platforms that provide efficient and scalable products to Publishers,
Marketplaces and A...
How to reinvent the media business
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How to reinvent the media business

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Tech is fundamentally changing the world around us at an exponential rate. Being at the forefront of the media business does not only mean adapting to survive, it means reinventing our core digital products.

Rian Liebenberg, Chief Technology Officer from Schibsted Media Group talked about how a 177-year legacy company catches warp speed digitally and pushes the boundaries beyond transformation.

Published in: Technology

How to reinvent the media business

  1. 1. HOWTOREINVENT THEMEDIABUSINESS Rian Liebenberg EVP Chief Technology Officer Nordic Media Festival 12 May 2016
  2. 2. 2 @SchibstedGroup @rianliebenberg
  3. 3. 3 @SchibstedGroup @rianliebenberg
  4. 4. 4 ACCELERATEDINNOVATION Rapid experimentation and streamlined rollout of new features and products PERSONALIZEDPRODUCTS Data-driven optimizations and tailored user experiences SCALEEFFICIENCIES Common technology foundation across geographies and services @SchibstedGroup @rianliebenberg COMMONPLATFORMS ENABLESEFFICIENCIESANDSUSTAINEDINNOVATION
  5. 5. 5 ASTRONGHISTORYOFINNOVATION&DISRUPTION @SchibstedGroup @rianliebenberg
  6. 6. 6 30countries | 200millionusers/month | 20billionpageviews/month @SchibstedGroup @rianliebenberg
  7. 7. 7 EMPOWERINGPEOPLEINTHEIRDAILYLIFE @SchibstedGroup @rianliebenberg
  8. 8. 1
  9. 9. 2
  10. 10. 3
  11. 11. 4
  12. 12. 8 schibsted.com/secondhandeffect #SECONDHANDEFFECT
  13. 13. 9 etc… MEDIAHOUSES etc… MARKETPLACES bomnegócio.com compre e venda perto de você etc… GROWTH @SchibstedGroup @rianliebenberg
  14. 14. WEAREDEEPENINGOURFOUNDATION 10 PLATFORMS 1.PUBLISHING 2.MARKETPLACES 3.ADVERTISING SCHIBSTEDPOTENTIALNEWPLATFORMS COMPONENTS IDENTITY PAYMENT EXPERIMENTATION FRAUD ENABLING TECHNOLOGIES DATA&ANALYTICS INFRASTRUCTURE END
 PRODUCTS FUTUREPOTENTIALPRODUCTS @SchibstedGroup @rianliebenberg
  15. 15. 11 LEVERAGINGOURECOSYSTEMOFASSETS TOESTABLISHDATAFOUNDATIONS Stage 0: Silos of User Data Stage 1: Sums of User Data FEATURES USERS Stage 2: Enriched User Data FEATURES USERS Stage 3: Self Reinforcing User Data FEATURES USERS @SchibstedGroup @rianliebenberg
  16. 16. 12 13 72,8 80,5 84,4 68,369,4 72,8 71,9 68,1 71,785,0 83,1 85,0 71,2 70,3 67,4 63,9 64,2 66,3 62,7 X Numbers in circles indicates Schibsted’s total reach per Norwegian county. GEOGRAPHICUSERDATAINCREASESRELEVANCY @SchibstedGroup @rianliebenberg
  17. 17. 13 @SchibstedGroup @rianliebenberg
  18. 18. 14 UNIQUEPOSITION:STRONGLOCALBRANDS @SchibstedGroup @rianliebenberg
  19. 19. 15 ADVERTISING= GROWINGOPPORTUNITIES 0 2 4 6 8 10 0 5 10 15 20 25 30 35 40 45 50 Digital Ad Spend growth, share of Total Ad Spend and size (mUSD) Italy Spain France Norway Sweden Digital Ad Spend share of Total Ad Spend (2015, %) * Bubble size proportional to the Digital Ad Spend in 2015 in mUSD Digital Ad Spend CAGR (’15-’19) 23%of Schibsted’s group revenues and 26%
 of Online classifieds revenues are from online ads Source: eMarketer @SchibstedGroup @rianliebenberg
  20. 20. 16 THELOCALADMARKETS=LARGEOPPORTUNITIES Source: ACNilsen, eMarketer, IRM, OANDA, Schibsted analysis 0,0 1,0 2,0 3,0 4,0 5,0 6,0 France Italy Spain Sweden Norway SME advertising market (2015e)* Billion EUR @SchibstedGroup @rianliebenberg
  21. 21. 17 LEBONCOINLAUNCHING SELFSERVESOLUTIONFORSME’S Local Advertising Leveraging hyper local targeting signals in local markets Benefit from Ad Serving and Forecasting capabilities Following success in France, continue launching Local Ad Products in other key markets throughout 2016 @SchibstedGroup @rianliebenberg
  22. 22. 18 THEGLOBALPUBLISHINGCHALLENGE BECOMECONTENTPROVIDERS for Facebook and alike to reach a massive audience, but hand over editorial and financial accountability and freedom to someone with a different mission. REMAINRELEVANTASABRAND&DESTINATION for your target audience - preserving editorial and financial accountability and freedom in fulfilling the publishing mission. @SchibstedGroup @rianliebenberg
  23. 23. Daily digital reach* in Norway 66 % * Q2 2015, sources: TNS Gallup, Orvesto, internal figures 55 % 65 % 26 32 7
  24. 24. 350,000 visits / hour visits per hour on average on mobile during the first weekend of Paris terror attacks 150 000 300 000 450 000 600 000 19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 0 150 000 300 000 450 000 600 000 19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 22:00 - 00:00
 1.4 M visits FRI 13/11 SAT 14/11 SUN 15/11
  25. 25. 45% of people in Sweden learned about the Paris attack online first, and of these Aftonbladet was by far the primary source. 29 % 4 % 6 % 6 % 22 % 34 % Fastest Other
  26. 26. 22 FIRST:CHANGEHOWWETHINK! Reinvent broadcasting journalism as deeply personal journalism to win the battle for user engagement 1. Totally integrate the newsroom with product & tech to have any chance at creating 1:1 (personal) journalism 2. Leave the old competitive worldview behind and unite as publishers acting as a collective force in the fight for user engagement 3. @SchibstedGroup @rianliebenberg
  27. 27. 23 SECONDLY:INVESTINPLATFORM&PRODUCTS @SchibstedGroup @rianliebenberg PUBLISHING PLATFORM DISTRIBUTION SUITE Magic consumer experiences built by publishers’ product teams and delivered by Schibsted Publishing Platform. MONETIZATION SUITE Powerful tools empowering the publishers to monetize creation and distribution of content with advertising and user payment. ADVERTISING PLATFORM, IDENTITY, PAYMENT, DATA & ANALYTICS ++ Schibsted Platforms, Platform Components & Enabling Technology CREATION SUITE Delightful tools empowering individual journalists and newsrooms throughout the whole publishing cycle.
  28. 28. 24 DISCOVER Discover news, trends and value in real time. @SchibstedGroup @rianliebenberg
  29. 29. 25 CREATE Create engaging stories for the consumer with simplicity. @SchibstedGroup @rianliebenberg
  30. 30. 26 CURATE Curate content to reach the consumer in the right way at the right time and place. @SchibstedGroup @rianliebenberg
  31. 31. 27 ENGAGE Engage audience to maximize reach, impact and learning @SchibstedGroup @rianliebenberg
  32. 32. 28 OURLEAPOFFAITH Build new global platforms that provide efficient and scalable products to Publishers, Marketplaces and Advertisers; increase innovation opportunities and reduce time to market Position Schibsted to capture opportunities in the rapidly growing and evolving online Advertising market - across Media Houses and Marketplaces Leverage data by enabling Digital Ecosystems to provide accurate, relevant, and personalised products and experiences for our Users @SchibstedGroup @rianliebenberg

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