How We Make Money From Voice. How You Can Too. March 2019, Milan.

1. How we make money on Voice.
And how you can do it too.
Jan Thoresen
CEO Scandinavia Online
A company in Aller Media Group
@jthorese

2. We are
Norwegian.
We love
tech.

3. Scandinavia Online AS
A highly profitable digital accelerator in Aller Media Group
sol.no
Norway´s leading
news aggregator.
Algorithm driven and
mobile. 600.000
weekly users.
vi.no
News site for seniors.
Instant success with
300.000 users weekly.
Ads now. Soon
bundling.
kode24.no
Niche news site
for coders.
Profits on job
listings. 35.000
users weekly.
Sol Voice
Google DNI funded
project for
personalized news.
Quickly became
commercially
successful.
elbil24.no
News site startup
covering extreme
growth in EV cars in
Norway.
Membership
model.

4. Our mission
was to prove
this wrong
“Publishers aren’t making money with
voice technology — yet. “
INMA Audio Opportunities for Media
Report, February 2019

5. We had two big
challenges:
1. Out with the radio, in comes
personalized voice news.
2. How to make money on voice ads

6. In 2017 DAB radio was
forced in. It was a one
way communication.
DAB wont help us create personalized voice news.

7. Lets use the
the AI from
our fancy
app!
Semantic tagger detects content in stories.
A profiler logs your interest based on behavior.

8. Ok, Google.
Read my news.
Our mobile app powers our algorithm driven
personalized voice news.

9. Myth#1: People know
the basics of their smart
speaker
• They expect any command to be
globally available at any time –
regardless of apps (actions)
• They go to their news channel
and ask anything – the weather –
the time – timers – google
searches.

10. Voice Interface is like
a black page. People
need guidance.

11. Myth #2
We can invent an interactive ad
format and send users directly to
the service.
“Here are the latest news
– say Pizza to get Pizza”

12. Not possible:
You can’t start another action from an action!
(Like the web before the links was invented).
Imperfect solution:
Users have to exit your action first.
Then go to the advertiser.

13. Myth #3
This will make it hard to sell
interactive voice ads.

14. Our solution
was a tripple
bundle

15. The first customer was the real estate agency Privatmegleren

16. Animerte bannerannonser

17. Pre-rolls, SnapChat

18. Print

19. Want to know the
value of your
house?
Just say «Ok
Google, Talk to
Privatmegleren»

20. Our next step is scaling. Orders are incoming
We charge the equivalent of two Tesla Model 3 for the action and distibution
Questions or orders? Contact @jthorese