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TOUR DE DIGITAL
THE MANAGEMENT DILEMMA

•

RELENTLESS PURSUIT TO CONQUER NEW FRONTIERS

•

FOCUS YOUR ENERGY TO PROTECT ESTABLISHED BUSINE...
THE WRITING ON THE WALL
THE FUNCTION OF CAPITALISM
AN EXODUS FROM OUR PROMISED LAND
Daily coverage (people)

70 % GROWTH IN TOTAL
AUDIENCE SINCE THE
PEAK OF PAPER
-Print aud...
THE READERS ARE GOING MOBILE
2011

2012

2013

31.000.000
30.000.000
29.000.000

28.000.000
27.000.000
26.000.000
25.000.0...
NON-LINEAR TV – READY TO CONQUER THE SOFA

Source: Dr. Klikk, internal analytics
THERE ARE MILLIONS OF PAPERBOYS
A HIERARCHY OF RELEVANCE
USE OF DATA – TARGETED ADVERTISING
YOU MUST CONVEY THE CULTURAL SHIFT
15 minutes

Open for everyone
Maximum transparency
Foster disagreement based
on argumen...
A NEW PARADIGM

Linear

Exponential

Scarcity

Abundance
TECHNOLOGY AND EXPONENTIALSISM

5000 B.C. to 2003 A.D.: 5 exabytes
of digital information
2003-2010: 5 exabytes every 2 da...
THREE THRESHOLDS TO PASS

1

LESERE

2
3

LESERINNTEKTER

ANNONSEINNTEKTER
THREE LEVELS OF ENGAGEMENT
OPEN
-VG’s leading window for news
-A national common experience
-An around-the-clock news
orga...
SPID HELPS US MOVE CUSTOMERS TO PAID LEVEL
From OPEN to LOGGED IN

From LOGGED IN to PAID

On Godt.no, 176 000 SpiD users ...
VG+ ALREADY HAS IMPRESSIVE GROWTH
Clearly defined publishing
strategy and content produced
uniquely for VG+ has given
impr...
NEW CRM SYSTEM ALLOWS FOR A PERSONALIZED VG+
TRAFFIC DATA
WEB

TRAFFIC DATA
APP

CRM-SYSTEM: NEOLANE

Who are our super us...
NEW REALIZATIONS
•

Create unique journalism that cannot be copied

•

Away with your gut feeling - you should KNOW what y...
OUR ORGANIZATIONAL APPROACH
•

Focus

•

Not suppressed by legacy business culture

•

More inclined to become profitable
TACTUS – NEW INHOUSE AD AGENCY
- Creates innovative html 5 ads
for touch devices (games, high
engaging ads, simple mobile
...
MITTANBUD.NO – MARKET PLACE FOR SERVICES
- Includes all kinds of service
providers; construction companies,
auto repair sh...
E24 DINE PENGER – EVEN STRONGER
− Dominating no.1 position in
online business and finance
journalism
− Building on each br...
LAST, BUT NOT LEAST…
NORWEGIANS ARE THE FOREFRONT OF TECH ADAPTION

SMARTPHONES

LAPTOPS

85 %

73 %
45 %

TABLETS

NORWEGIAN
DIGITAL HEAVY
USE...
Source: TNS Gallup (hhv Infosys TV og Infosys Internett)
Shows how much of the viewing the respective age segments represe...
VGTV DOUBLES IN 2014
-

Doubling the staff

-

Doubling video inventory

-

Acquisition of programs, series
and shows

-

...
WHAT TRADITIONAL TV CAN’T DO
Boston

Bieber
YOUR BRAIN IS READY
USING MULTIPURPOSE REPORTERS
FIGHTING IN EVERY WEIGHT CLASS
HEAVYWEIGHT

LIGHTWEIGHT

FEATHERWEIGHT
MAIN CHALLENGES THE NEXT YEARS

- Utilize the major shift from desktop to mobile browsing

- Increase number of paying dig...
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Digtial Winners 2013: Torry pedersen

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Digital Winners 7-8-November:
Tour de Digital, Torry Pedersen CEO VG

Published in: Technology, Business
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Digtial Winners 2013: Torry pedersen

  1. 1. TOUR DE DIGITAL
  2. 2. THE MANAGEMENT DILEMMA • RELENTLESS PURSUIT TO CONQUER NEW FRONTIERS • FOCUS YOUR ENERGY TO PROTECT ESTABLISHED BUSINESS
  3. 3. THE WRITING ON THE WALL
  4. 4. THE FUNCTION OF CAPITALISM
  5. 5. AN EXODUS FROM OUR PROMISED LAND Daily coverage (people) 70 % GROWTH IN TOTAL AUDIENCE SINCE THE PEAK OF PAPER -Print audience more than halved -Online (vg.no) audience tripled -Mobile audience from «zero» to 1 million in just five years Source: TNS Gallup, Consumer&Media-study, 04/1 – 13/2. Unit: Daily coverage in population 12+, 12 months average.
  6. 6. THE READERS ARE GOING MOBILE 2011 2012 2013 31.000.000 30.000.000 29.000.000 28.000.000 27.000.000 26.000.000 25.000.000 24.000.000 23.000.000 22.000.000 21.000.000 20.000.000 19.000.000 18.000.000 17.000.000 16.000.000 15.000.000 14.000.000 13.000.000 12.000.000 11.000.000 10.000.000 9.000.000 8.000.000 7.000.000 6.000.000 5.000.000 4.000.000 iPad 1 launched in Norway 3.000.000 2.000.000 1.000.000 Week 1 Week 5 Week 9 Week 13 Week 17 Week 21 Week 25 Week 29 Week 33 Week 37 Week 41 Week 45 Week 49 Week 1 Week 5 Week 9 Week 13 Week 17 Week 21 Week 25 Week 29 Week 33 Week 37 Week 41 Week 45 Week 49 Week 1 Week 5 Week 9 Week 13 Week 17 Week 21 Week 25 Week 29 Week 33 Week 37 Week 41 Week 45 Week 49 Week 1 Week 5 Week 9 Week 13 Week 17 Week 21 Week 25 Week 29 Week 33 Week 37 Week 41 - Kilde: Xiti 2010-2013
  7. 7. NON-LINEAR TV – READY TO CONQUER THE SOFA Source: Dr. Klikk, internal analytics
  8. 8. THERE ARE MILLIONS OF PAPERBOYS
  9. 9. A HIERARCHY OF RELEVANCE
  10. 10. USE OF DATA – TARGETED ADVERTISING
  11. 11. YOU MUST CONVEY THE CULTURAL SHIFT 15 minutes Open for everyone Maximum transparency Foster disagreement based on arguments
  12. 12. A NEW PARADIGM Linear Exponential Scarcity Abundance
  13. 13. TECHNOLOGY AND EXPONENTIALSISM 5000 B.C. to 2003 A.D.: 5 exabytes of digital information 2003-2010: 5 exabytes every 2 days By 2013: 5 exabytes every 10 minutes Source: Google’s Eric Schmidt Exabyte = 1,000,000,000,000,000,000 News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times
  14. 14. THREE THRESHOLDS TO PASS 1 LESERE 2 3 LESERINNTEKTER ANNONSEINNTEKTER
  15. 15. THREE LEVELS OF ENGAGEMENT OPEN -VG’s leading window for news -A national common experience -An around-the-clock news organisation -Always updated -Useful -Entertaining LOGGED IN - Personal Recommendations Privileges Added value PAID - People driven - Feature - Inspiration
  16. 16. SPID HELPS US MOVE CUSTOMERS TO PAID LEVEL From OPEN to LOGGED IN From LOGGED IN to PAID On Godt.no, 176 000 SpiD users visited in September. We can recognise them and welcome them to engage in the service. 10% of SPiD users visiting Vektklubb.no are not paying customers – yet. Hei Torry, Vi ser at du er innlogget som SPiD-bruker. Nå får alle SPID-brukere 14 dagers gratis prøvetid på Vektklubb.no Ja takk Logg meg av SPiD Hei Espen, Vi ser at du er innlogget som SPiD-bruker. Hos godt.no får du en rekke fordeler om du velger å forbli innlogget med SPiD. Du bl a kan lagre oppskrifter, diskutere mat og lage dine egen oppskriftsbok. Hi Espen, we see that you visit us as a SPiD user. Log in to save recipes, discuss cooking and make your own cookbook. Hi Torry, we see that you visit us as a SPiD user. Right now we offer all SPiD users a 14 days’ free trial at Vektklubb.no
  17. 17. VG+ ALREADY HAS IMPRESSIVE GROWTH Clearly defined publishing strategy and content produced uniquely for VG+ has given impressive growth. During 2013 VG+ has grown from the 40th to the 11th biggest subscription paper in Norway. Our ambition is to become number 10 by the end of the year.
  18. 18. NEW CRM SYSTEM ALLOWS FOR A PERSONALIZED VG+ TRAFFIC DATA WEB TRAFFIC DATA APP CRM-SYSTEM: NEOLANE Who are our super users? Make them ambassadors to recruit new customers Who never reads sports? Filter out the sports and offer them more of what they like Who reads VG+ when? Send mail or push notification with relevant content when we now they are in the mood for reading
  19. 19. NEW REALIZATIONS • Create unique journalism that cannot be copied • Away with your gut feeling - you should KNOW what your readers want to have = analysis! • What trigger traffic ≠ What trigger sales • Adopted paper truths ≠ digital truths
  20. 20. OUR ORGANIZATIONAL APPROACH • Focus • Not suppressed by legacy business culture • More inclined to become profitable
  21. 21. TACTUS – NEW INHOUSE AD AGENCY - Creates innovative html 5 ads for touch devices (games, high engaging ads, simple mobile friendly ads etc) - Generates 10 % of ad revenues on VG Mobil - 7 persons working full time
  22. 22. MITTANBUD.NO – MARKET PLACE FOR SERVICES - Includes all kinds of service providers; construction companies, auto repair shops, lawyers, accounting and auditing firms, web developers, printing companies, etc. - More than 280 000 jobs have been posted - Companies are paying to get access to jobs
  23. 23. E24 DINE PENGER – EVEN STRONGER − Dominating no.1 position in online business and finance journalism − Building on each brand’s strengths: Business and personal finance − Major push forward in online journalism for Dine Penger − Strengthening E24s editorial profile and commercial potential Unique users/week 2013
  24. 24. LAST, BUT NOT LEAST…
  25. 25. NORWEGIANS ARE THE FOREFRONT OF TECH ADAPTION SMARTPHONES LAPTOPS 85 % 73 % 45 % TABLETS NORWEGIAN DIGITAL HEAVY USERS 36% THE TV BUSINESS WILL BE SUBJECT TO THE SAME DISTRUPTIVE FORCES AS NEWSPAPERS HAS BEEN
  26. 26. Source: TNS Gallup (hhv Infosys TV og Infosys Internett) Shows how much of the viewing the respective age segments represent
  27. 27. VGTV DOUBLES IN 2014 - Doubling the staff - Doubling video inventory - Acquisition of programs, series and shows - Big push of news - Even bigger push of live - New technology More content for viewers, more predictable inventory for advertisers
  28. 28. WHAT TRADITIONAL TV CAN’T DO Boston Bieber
  29. 29. YOUR BRAIN IS READY
  30. 30. USING MULTIPURPOSE REPORTERS
  31. 31. FIGHTING IN EVERY WEIGHT CLASS HEAVYWEIGHT LIGHTWEIGHT FEATHERWEIGHT
  32. 32. MAIN CHALLENGES THE NEXT YEARS - Utilize the major shift from desktop to mobile browsing - Increase number of paying digital subscribers - Leverage the revenue potential on paper-based media - Gain a strong position in the distruptive TV market - Develop internal organization to support new needs

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