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Digiday Publishing Summit Europe, Andrea Scotti Calderini, Freeda Media

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Conquering Europe: Geographical Expansion in Nuanced, Independent Media Ecosystems. March 2019, Milan.

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Digiday Publishing Summit Europe, Andrea Scotti Calderini, Freeda Media

  1. 1. ANDREA SCOTTI CALDERINI CEO & CO-FOUNDER, FREEDA MEDIA CONQUERING EUROPE: GEOGRAPHICAL EXPANSION IN NUANCED, INDEPENDENT MEDIA ECOSYSTEMS.
  2. 2. SCENARIO EVERYBODY SAYS MEDIA PUBLISHERS ARE IN CRISIS…
  3. 3. TOP-DOWN APPROACH TRADITIONAL ADV MODELS HEAVY COST STRUCTURE OVER MARKET VALUE
  4. 4. HOW TO CREATE A SUSTAINABLE MEDIA BRAND?
  5. 5. SOCIAL FIRST DISTRIBUTION APPROACH DIFFERENTIATED REVENUE MODEL LISTEN AND
 UNDERSTAND 
 PEOPLE
  6. 6. LISTEN AND UNDERSTAND PEOPLE: WHY?
  7. 7. NEW GENERATIONS SEEK BRANDS WHO EMBODY THEIR VALUES
  8. 8. 80% PREFER TO BUY FROM A BRAND THAT SHARES THEIR VALUES 83% OF CONSUMERS AGREE THAT THEY HAVE MORE POWER THAN EVER BEFORE Source: Edelman
  9. 9. THEY WANT TO BE LISTENED TO
  10. 10. 64% OF CONSUMERS WORLDWIDE BUY BASED ON THEIR BELIEFS 80% ARE WILLING TO SHARE DATA WITH BRANDS IF THEY FEEL THE OUTCOME WILL BE A BETTER PRODUCT/EXPERIENCE Source: Edelman
  11. 11. SOCIAL FIRST
 DISTRIBUTION APPROACH…
  12. 12. +11 hrs ~30% Time spent engaging with/connected to social media platforms Daily hours spent listening, watching, or generally interacting with media. Source: Nielsen / GlobalWebIndex THE IMPORTANCE OF MEDIA AND SOCIAL PLATFORMS
  13. 13. SOCIAL MEDIA IS THE FIRST DRIVER OF INFLUENCE ON CONSUMERS… Source: BCG 1. Includes Social Media, Blogs & Influencers.. Magazines Store windows Brand websites Word of Mouth TV & Movies Events Celebrities Seen Worn Social Media & Influencers 11% 13% 20% 20% 24% 32% 34% 39% 50% Social Media & Influencers Brand websites Store windows Word of Mouth Magazines TV & Movies Events Seen Worn Celebrities 13% 14% 14% 20% 22% 22% 27% 31% 39% 2013 2017 11% 39%
  14. 14. 70% 8% 22% AND THIS HAS A DIRECT CORRELATION ON SALES… SALES OF PERSONAL LUXURY GOODS WORLDWIDE - € 254B MARKET Source: Euromonitor / Forrester / McKinsey Apparel, footwear, accessories, jewelry and watches, leather goods, beauty and perfumes 70% 8% 22% Pure offline sales Online sales Sales influenced by online ~80% INFLUENCED BY ONLINE
  15. 15. Source: Instagram CHANEL VALENTINO LOUIS VUITTON BALMAIN 700 #48.800.000 #24.140.000 4.890 1.970 3.660 #25.380.000 #5.690.000 Official posts Mentions AND, ON SOCIAL MEDIA, CONSUMERS BECOME AMBASSADORS…
  16. 16. DIFFERENTIATED REVENUE MODELS…
  17. 17. 3,8% 8,8% 22,1% 37,2% 4,1% 6,8% 21,8% 38,2% 2018 2019 2018 2019 2020 151,3B 129,3B 108,6B 107,1B109,5B 114,8B TRADITIONAL ONLINE WHILE DIGITAL ADVERTISING WILL SURPASS TRADITIONAL, THE ONLINE INDUSTRY IS IN THE HANDS OF A FEW… Source: e-Marketer, 2019 - USD ~72% FOUR PLAYERS
  18. 18. 0B 4B 8B 12B 16B 20B GERMANY FRANCE ITALY SPAIN 1,7B 2,5B 3,8B 5,5B 3,9B 5,6B 7,4B 12,1B TRADITIONAL DIGITAL MARKET AND GREAT SPACE OF GROWTH FOR DIGITAL MARKETING IN STRATEGIC EUROPEAN MARKETS Source: Statista - EUR 31% 34% 30% 30%
  19. 19. STILL, THERE’S BIG OPPORTUNITY IN WHAT THEY DON’T SELL… Real Engage- ment Qualitative Content&
  20. 20. BUT WE CAN LOOK AT IT FROM A DIFFERENT ANGLE…
  21. 21. 100% 90,3%88% 99,3% 84,6% 98,5% ADVERTISING TRANSACTIONS / SUBSCRIPTION TOP REVENUE SOURCES PERCENT FOR TOTAL REVENUE (Q2 2018) SNAPCHAT TWITTER AMAZON SPOTIFY NETFLIX Source: “When Advertising Isn’t Enough”, a16z BUSINESS MODELS WE KNOW IN WESTERN COUNTRIES ARE 1 OF 2 MODELS - EYEBALL VS WALLET FACEBOOK
  22. 22. WHILE ASIAN COMPANIES… TENCENT H1 2018 REVENUE DISTRIBUTION PAYMENTS & OTHER FEES $ 5.4B ADVERTISING $ 3.8B VAS - GAMING $ 8.4B VAS - SOCIAL NETWORKS $ 5.4B 23,8% 36,7% 22,7% 16,8% 27BTOTAL REV. Source: “When Advertising Isn’t Enough”, a16z
  23. 23. SO BY LEVERAGING THE MEDIA EXPERTISE THERE ARE POTENTIAL MARKETS THAT CAN BE ADDRESSED WITH A DTC APPROACH…
  24. 24. FMCG 15TRN Market by 2025 PERSONAL LUXURY GOODS ~350B Market by 2025 Source: Nielsen / GlobalWebIndex BEAUTY & PERSONAL CARE 700B Market by 2025 Source: Euromonitor / Bain / Allied Market Research
  25. 25. THE MEDIA BRAND FOR ENTIRE GENERATIONS OF WOMEN Credits: Rosaline Shahnavaz
  26. 26. MISSION SPREAD REAL WOMEN STORIES TO INSPIRE POSITIVE CHANGE
  27. 27. HUMAN INSPIRED. We challenge ourselves constantly based 
 on their feedback. CREATIVITY DRIVEN. We create everyday 
 to bring them the unexpected. MODEL SOCIAL FIRST. We start from those platforms where 
 they spend most 
 of their time.
  28. 28. COMMUNITY 18% 15% 67% Italy Spain Latam COMMUNITY +4M TOTAL AGE & GEOGRAPHIES IN 2 YEARS WE BUILT A RELEVANT COMMUNITY Source: Facebook Graph API 40% 35% 5% 13-17 YO 18-24 YO 25-34 YO +35 YO 40% UNDER 25 YO 80% UNDER 35 YO 94% WOMEN REACH AVG. MONTHLY
 REACH +40M WOMEN
  29. 29. THAT PROVED TO BE ONE OF THE MOST ENGAGED FEMALE COMMUNITY WORLDWIDE ENGAGEMENT Data as of 31st January 2019 - Source: Crowdtangle VS. US FEMALE MEDIA COMPANIES RATERANK INTERACTIONS 6. 981,068 0.74% 2,500,595 0.73% 7. 1,706,881 0.75% 2. 6,538,362 0.35% 1. 3. 4. 5. 8. 9. 10. 9,624,886 2,532,612 2,468,445 1,398,413 1,319,793 1,262,106 3.89% 0.59% 0.97% 0.51% 1.62% 0.38% 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 14.06M 12.98M 10.50M 9,624,886 3,111,954 2,757,956 1,782,850 917,663 0.49% 0.75% 0.38% 0.97% 3.89% 0,89% 3.88% 2.49% 0.49% VS. MEDIA & LIFESTYLE BRANDS RATEINTERACTIONSRANK 727,704 1.90% 12.17M
  30. 30. WHAT ARE THE KEY ELEMENTS TO SCALE FOR FREEDA?
  31. 31. GLOBAL MINDSET BUT LOCAL APPROACH Credits: Ashley Armitage
  32. 32. 1.30% ER ON REACH 1.49% ER ON REACH ITALY SPAIN +5.7M VIDEO VIEWS +1.2M VIDEO VIEWS SAME FORMAT, DIFFERENT COUNTRIES, SAME PERFORMANCES…
  33. 33. FIND THE BEST PEOPLE Credits: Ashley Armitage
  34. 34. 0,00% 0,28% 0,55% 0,83% 1,10% feb-17 lug-17 dic-17 mag-18 ott-18 ER ON REACH DOUBLED SINCE WE STARTED PUBLISHING ER ON REACH - VIDEO CONTENT OPTIMIZATION
  35. 35. BEING A RISK TAKER, SCALING FAST AND EXPANDING TO NEW COUNTRIES Credits: Ashley Armitage
  36. 36. apr-18 may-18 jun-18 jul-18 aug-18 sept-18 oct-18 nov-18 dec-18 jan-19 feb-19 LAUNCH SPAIN - FB/IG 500K FWS ON FB STARTING MONETIZATION +1.4M COMMUNITY 10 PEOPLE TEAM 40 PEOPLE TEAM 500K FWS ON IG WE ALREADY PROVED HOW TO SCALE IT
  37. 37. BEING ON THE RADAR IN LESS THAN ONE YEAR… ENGAGEMENT Data as of 31st January 2019 - Source: Crowdtangle VS. US FEMALE MEDIA COMPANIES RATERANK INTERACTIONS 6. 1,842,609 2.97% 2,500,567 0.73% 7. 1,706,881 0.75% 2. 6,538,362 0.35% 1. 3. 4. 5. 8. 9. 10. 9,624,886 2,531,612 2,468,445 1,398,413 1,319,793 1,262,106 3.89% 0.59% 0.97% 0.51% 1.62% 0.38% ITA SPA 1,842,609 2.97%SPA 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 14.06M 12.98M 10.50M 9,624,886 3,111,954 1,782,850 917,663 0.49% 0.75% 0.38% 0.97% 3.89% 0,89% 2.49% 0.49% VS. MEDIA & LIFESTYLE BRANDS RATEINTERACTIONSRANK 12.17M ITA 2,757,956 3.88%
  38. 38. FREEDA IS THE BEST PARTNER FOR BRANDS AND ORGANIZATIONS THAT WANT TO SPEAK TO MILLENNIALS AND GEN Z WOMEN PREMIUM AUDIENCE PLATFORM KNOWLEDGE PREMIUM CONTENT
  39. 39. BUILD THE
 RELEVANCY CREATE CONNECTION 
 & ENGAGEMENT c c DRIVE BUSINESS 
 RESULTS
  40. 40. WE LOOK FORWARD TO TURN OUR COMMUNITY INTO ACTUAL CUSTOMERS…
  41. 41. THANKS!

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