Big Data - the new oil for publishers
Mikal Rohde, EVP Cxense
Bergen, Norway, October 17, 2013
The publishing
industry is facing
unparalleled levels of
complexity,
dynamic change and
pressure
to innovate

2
A tremendous shift in access and control

Open

Content
access

Limited
Passive

Involved

Customer media control

3
Some key market trends
• Consumers go online – new business models being defined
• Everything (TV, news, music, games, etc...
Vision

18.10.2013

5
Big data has become the new oil

… and it is the users that generate the oil
It is all about data and knowledge how to use
the data !
• Audience insight – and control of data;
– The gatekeeper contro...
Publishers have different options – external
network or full control?

Choices with big consequences!
8
Why do this guys so interested to get the
knowledge of the audiences?

NOT FOR DISTRIBUTION IN THE UNITED STATES, EXCEPT P...
The ad network sales says:

„Pay no attention to the
publishers behind the curtain»
Stéphane Pere, VP-Head of The Economis...
Up to 50 times higher CPM
CPM level
Super
targeted
Re-targeting
Targeting
Traditional premium sale
Reach product
External ...
Bring relevant content to the user
80% of the traffic

Front page articles

Recommended content

Find the right content

9...
Cxense platform can solve this issues!

13
Actionable
applications

User insight
14
Knowing your audience is key to success
Brand affinity
and protection

Flexible
advertising
products

Interest and
intent
...
Content is King
Deep semantic profiles of content

16
User insights
TAXONOMY
MAPPING

CONTENT
PROFILES

17
Engage and monetize – actionable application

18
Actionable ads and c0ntent

19
Build and report audience segments

20
Good insights enable more measurable ROI

18.10.2013

21
Connect with Cxense
www.cxense.com
https://twitter.com/cxense
www.facebook.com/cxense
www.linkedin.com/company/cxense
http...
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Big Data - the new oil for publishers

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The publishing industry is facing unparalleled levels of complexity, dynamic change and pressure to innovate. Big Data has become the new oil. A publishers' Big Data is their key asset and your knowledge of how to use your data is key!

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Big Data - the new oil for publishers

  1. 1. Big Data - the new oil for publishers Mikal Rohde, EVP Cxense Bergen, Norway, October 17, 2013
  2. 2. The publishing industry is facing unparalleled levels of complexity, dynamic change and pressure to innovate 2
  3. 3. A tremendous shift in access and control Open Content access Limited Passive Involved Customer media control 3
  4. 4. Some key market trends • Consumers go online – new business models being defined • Everything (TV, news, music, games, etc.) goes online too • Online goes mobile, with unprepared advertisers and media • Consumer insight (a.k.a. Big Data) is becoming critical – Great user experiences – Effective advertising and e-commerce • Online advertising value chain controlled by a few large players, who also controls the data? – Media companies losing track of the advertising sales process – Online advertising prices pushed down for publishers, but not necessarily higher ROI for advertisers. Why? 18.10.2013 4
  5. 5. Vision 18.10.2013 5
  6. 6. Big data has become the new oil … and it is the users that generate the oil
  7. 7. It is all about data and knowledge how to use the data ! • Audience insight – and control of data; – The gatekeeper control access to the most precious properties; The users – Good data offer the audiences a product they can be more engaged to – Good data make higher use of produced content and more traffic to the sites – Good data enable new advertising products – allowing high adverting value 7
  8. 8. Publishers have different options – external network or full control? Choices with big consequences! 8
  9. 9. Why do this guys so interested to get the knowledge of the audiences? NOT FOR DISTRIBUTION IN THE UNITED STATES, EXCEPT PURSUANT TO APPLICABLE EXEMPTIONS FROM THE REGISTRATION REQUIREMENTS OF THE U.S. SECURITIES ACT 9
  10. 10. The ad network sales says: „Pay no attention to the publishers behind the curtain» Stéphane Pere, VP-Head of The Economist Group Business “It is all about audience” 10 10
  11. 11. Up to 50 times higher CPM CPM level Super targeted Re-targeting Targeting Traditional premium sale Reach product External network products Available ad inventory CPM from 1-50 X 11
  12. 12. Bring relevant content to the user 80% of the traffic Front page articles Recommended content Find the right content 99% of the content Individual articles Individual articles Individual article Longer dwell-time, more engagement and higher conversion 12
  13. 13. Cxense platform can solve this issues! 13
  14. 14. Actionable applications User insight 14
  15. 15. Knowing your audience is key to success Brand affinity and protection Flexible advertising products Interest and intent Demographics 15
  16. 16. Content is King Deep semantic profiles of content 16
  17. 17. User insights TAXONOMY MAPPING CONTENT PROFILES 17
  18. 18. Engage and monetize – actionable application 18
  19. 19. Actionable ads and c0ntent 19
  20. 20. Build and report audience segments 20
  21. 21. Good insights enable more measurable ROI 18.10.2013 21
  22. 22. Connect with Cxense www.cxense.com https://twitter.com/cxense www.facebook.com/cxense www.linkedin.com/company/cxense http://youtube.com/cxenseTeam 22

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