MEASURABLE
DIMENSIONS

OF CONTENT
PRODUCTION
The 39th Magazine World Congress - FIPP
Rome, 25th September 2013

Viewer+ is...
INTRODUCTION
NO GREAT REALIGNMENT
Since 2010 a chart is wandering through the media world. It’s the infamous Morgan Stanle...
BUYERS’ MARKET
THE CHECKOUT COUNTER IS DEAD
The Internet is always on, you don’t turn it on or off anymore. Digital media ...
MEASURING RELEVANCE
CONTEXT MULTIPLIES THE VALUE OF CONTENT

MEASURABLE DIMENSIONS OF CONTENT PRODUCTION
RELEVANCE IS STUFF FOR QUANTS
THE HOUSE OF CARDS PARADIGM
Relevance is a mixed category that has well defined analytical a...
DIMENSIONS OF COST
A FAULTY SYSTEM COSTS MORE THAN TALENT

■ DIRECT PRODUCTION COSTS

How much does each content cost to p...
DATA DRIVEN CONTENT PRODUCTION
THE PLATFORM ALWAYS HAS MORE DATA

■ In a digital age, revenues no longer come from scarcit...
DATA DRIVEN CONTENT PRODUCTION
SPEAK SOFTLY AND QUERY BIG DATA

■ Data driven content production starts with monitoring an...
CONTACT US FOR FURTHER INFORMATION
vp@applix.it
www.viewerplus.com

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Measurable Dimensions of Content Production - The 39th FIPP World Magazine Congress 2013

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Is it still correct to look at time spent per media as a meaningful harbinger of revenue to come?
In this presentation we show what we have learned from our experiences in working with our publishing partners.

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Measurable Dimensions of Content Production - The 39th FIPP World Magazine Congress 2013

  1. 1. MEASURABLE DIMENSIONS OF CONTENT PRODUCTION The 39th Magazine World Congress - FIPP Rome, 25th September 2013 Viewer+ is proudly powered by Applix s.r.l.
  2. 2. INTRODUCTION NO GREAT REALIGNMENT Since 2010 a chart is wandering through the media world. It’s the infamous Morgan Stanley chart pointing out how share of media time spent on the digital media landscape far outstrips share of money spent on that landscape by advertisers. And the unbalance keeps growing. As publishers, we waited for the unbalance to stop, and finally make digital media a revenue producer able to supplant, even improve previous revenue streams. But is it still correct to look at time spent per media as a meaningful harbinger of revenue to come? At Applix we have developed several products and strategies to accompany our publishing partners in their journey towards profitability. This is a summary of what we have learned from all these experiences. MEASURABLE DIMENSIONS OF CONTENT PRODUCTION
  3. 3. BUYERS’ MARKET THE CHECKOUT COUNTER IS DEAD The Internet is always on, you don’t turn it on or off anymore. Digital media experience is different from previous media experiences. The time spent online has grown exponentially, resulting in an excess of offer and lack of demand, making advertisers unwilling to pay at previous levels such an abundant resource. Mobile will add up further. Content suffers from commoditization and the competitive pressure from platforms like search, social, curation or RTBs. We must sell something different from time or bulk views: RELEVANCE, a mix of recurring engaged time and the ability to affect a user. To make it economically viable, we must measure both the cost of and the return on relevance, using technology as an enabler to compress the first and enhance the latter. MEASURABLE DIMENSIONS OF CONTENT PRODUCTION
  4. 4. MEASURING RELEVANCE CONTEXT MULTIPLIES THE VALUE OF CONTENT MEASURABLE DIMENSIONS OF CONTENT PRODUCTION
  5. 5. RELEVANCE IS STUFF FOR QUANTS THE HOUSE OF CARDS PARADIGM Relevance is a mixed category that has well defined analytical and numeric markers: ■ AUDIENCE DATA Did they see it, buy it, read it? - Who are they, where do they read it, for how long, with what level of interest? Did they share it or come back to it? ■ CONTENT DATA Shelf life - Malleability - Ease of distribution - Adaptability to device forms ■ MONETIZATION DATA Page views generated - Did advertiser want it? - Did e-commerce link work in it? - Did marketing services sell it? - Did it generate leads? Costs cannot be taken as an absolute dimension, but must be measured against the relevance results to gauge their economic value. MEASURABLE DIMENSIONS OF CONTENT PRODUCTION
  6. 6. DIMENSIONS OF COST A FAULTY SYSTEM COSTS MORE THAN TALENT ■ DIRECT PRODUCTION COSTS How much does each content cost to produce including tech and brand? ■ MALLEABILITY COSTS Am I producing flexible content? Are there limits to re-assembly? ■ DISTRIBUTION COSTS Can the content be distributed at minimal cost to all available platforms? ■ DISCOVERY COSTS How much do I need to spend to put this content where it can be found? ■ DATA GATHERING COSTS Have I produced content so that it can be measured along all the data dimensions I chose as relevant? MEASURABLE DIMENSIONS OF CONTENT PRODUCTION
  7. 7. DATA DRIVEN CONTENT PRODUCTION THE PLATFORM ALWAYS HAS MORE DATA ■ In a digital age, revenues no longer come from scarcity; they come from abundance – people consume more media, on more devices, spend more time and give them more importance through sharing. ■ Money and people come filtered by platforms (social, search, blog, adv exchanges, curation, RTB); these are enabling factors for individuals, advertisers or publishers, but also competitors for relevance. ■ Producing relevance is difficult and requires a mix between giving (thus knowing) what the audience wants in the way that it wants it, and the incommensurable talent to give also what it did not know it wanted. ■ We must see relevance as an economic category, as the single element that we sell – either directly or to advertisers, e-commerce partners, event organizers or licensees. MEASURABLE DIMENSIONS OF CONTENT PRODUCTION
  8. 8. DATA DRIVEN CONTENT PRODUCTION SPEAK SOFTLY AND QUERY BIG DATA ■ Data driven content production starts with monitoring and defining relevance, which allows to evaluate the production of each molecule of content against its efficiency in generating such relevance. ■ The application of the model requires technological and organizational infrastructures able to read return data and adjust, reassemble and redesign product and process continuously to meet relevance goals. ■ The barriers to trying new stuff must be minimal, so must the costs of discarding stuff that does not work and showcasing stuff that does work. This is done by technology and people. ■ Once achieved, relevance is not forever. While most of the production process must look at relevance now, one part of the organization must always read the data with an eye to the next step. MEASURABLE DIMENSIONS OF CONTENT PRODUCTION
  9. 9. CONTACT US FOR FURTHER INFORMATION vp@applix.it www.viewerplus.com Viewer+ is proudly powered by

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