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Pis day1 steve
- 9. Fastest Growing New/Enhanced Revenue Streams For Your Business • Digital marketing has some of the best attribution tools so the rise of People or audience based targeting is not a surprise. Programmatic & Native have been growing because of the viewability and banner blindness issues. • Better programmatic optimization both in the US and Internationally, where we have a large portion of our online traffic.
- 10. Fastest Growing New/Enhanced Revenue Streams For Your Business • Data driven products, specifically audience-based marketing • Brand direct programmatically served, contextually differentiated high impact media.
- 11. Fastest Growing New/Enhanced Revenue Streams For Your Business • Video • Private Marketplaces • Events – up 20% • Monetization of branded content via distribution and data
- 12. The Greatest Contraction of Revenue? • Print • Traditional agency models - agency fees are commoditized, highly saturated, and value of services is often questioned • Direct/agency-purchased display media is declining precipitously and demanding more and more targeting and value - add further compressing margins. This business should further decline within next 18 months.
- 13. The Greatest Contraction of Revenue? • Traditional Direct sales. Marketers are taking advantage of the technology to deliver the promise of right ad at right time to right person. Direct [sales] does sell PMPs but I’d say our direct sellers are behind in adopting programmatic. • Our subscription revenue has flat-lined and even dipped. We need to create better reasons for people to subscribe to certain services.
- 14. Google/Facebook Frenemies: More Friend Or Enemy Lately? • Our Google relationship borders on Mean Girls. They don’t help, but boy can they hurt us. We can’t exactly bite the hand that feeds us but boy I wish we could. • I would call them more of a friend. We have tried to manage the ever changing “rules” that FB and Google implement while looking to work with them more on some of the emerging technologies like 360/VR.
- 15. Google/Facebook Frenemies: More Friend Or Enemy Lately? • In B2B perhaps more friendly when we access their inventory via partners. • Enemy for anyone who is stuck on a traditional digital content publishing model. Particularly problematic for traditional editorial, sellers and marketers. Short term margin compression for publishers is pushing all these functions to learn new behaviors daily and to do more with less. • We rely heavily on Facebook’s inventory and API. Always friendly.
- 16. Most Over-Hyped Buzzword • ‘Influencer Marketing’ is over used, but not over hyped. There is good reason for the buzz, but I believe there are many agencies and fulfillment providers who are not fully capturing the effectiveness of Influencer/Branded Content Marketing. • “Fake news.” It is taking away from the solid news organizations and the good work that they do.
- 17. Most Over-Hyped Buzzword • “Branded content.” Its just a fancy name for infomercials. It undermines quality journalism and confuses readers. In this day and age of "alternative facts" branded content needs to be very clearly delineated. Many pubs blur the edit/ad line a bit too much - particularly on Social. • OTT is often used to describe magical future state of one's video strategy without enough contemplation for actual user utility. • “Data is the oil of the 21st century”