Stephen Blackwell

1. GOOD MORNING

2. MIMA SAVE THE BEST FOR LAST

3. WHICH IS WHY I AM ON FIRST

4. MY NAME IS STEPHEN BLACKWELL

5. MY NAME IS STEPHEN BLACKWELL
CEO + FOUNDER OF DEATH AND TAXES

6. MY NAME IS STEPHEN BLACKWELL
CEO + FOUNDER OF DEATH AND TAXES
CEO OF SPINMEDIA

7. MY NAME IS STEPHEN BLACKWELL
CEO + FOUNDER OF DEATH AND TAXES
CEO OF SPINMEDIA
HAVE ALREADY HAD TWO MIMOSAS

8. WANTED TO TELL YOU ABOUT MY COMPANY

9. AND WHY I AM HERE

10. 10
SPINMEDIA //

11. 11
SPINMEDIA //
25M+ COVETED 18 -34
AUDIENCE

12. 12
SPINMEDIA //
25M+ COVETED 18 -34
AUDIENCE
ENGAGING CONTENT

13. 13
SPINMEDIA //
25M+ COVETED 18 -34
AUDIENCE
ENGAGING CONTENT
POWERFUL BRANDS

15. SO BECAUSE OF THIS I AM SOMEWHAT OF AN
EXPERT ON YOUR FAVORITE SUBJECT

16. MILLENNIALS

17. YAAAY

18. OR AS THEY’D PUT IT

20. ANYWAY, SOMEHOW A GENERATION

21. THAT DRINKS ROSÉ IN INDUSTRIAL VOLUMES

22. AND SHOW UP TO WORK AT 10AM

23. (SERIOUSLY, THIS IS MY OFFICE AT 9:30AM)

24. SOMEHOW THEY’VE BECOME THE LARGEST
BUYING BASE EVER

25. $200B IN 2017

26. (THAT’S A LOT OF ROSÉ)

27. WHAT’S UP WITH THESE GUYS?

28. WHAT’S UP WITH THESE GUYS?
PRINT PASSIVE

29. PRINT PASSIVE
WHAT’S UP WITH THESE GUYS?
TV AGNOSTIC

30. PRINT PASSIVE
WHAT’S UP WITH THESE GUYS?
TV AGNOSTIC
ALMOST ENTIRELY MOBILE

31. LET’S START WITH TV - DOWN 33%

32. LET’S START WITH TV - DOWN 33%
0
5.75
11.5
17.25
23
2012 2013 2014 2015 2016
HOURSWATCHED

33. STREAMING - AVG 22% YOY INCREASE

34. STREAMING - AVG 22% YOY INCREASE
0
17.5
35
52.5
70
HBO GO HULU NETFLIX AMAZON
INMILLIONS

35. THERE ARE 74M MILLENNIALS
TRACKED IN COMSCORE

36. 70%
10%
20%
MOBILE DESKTOP BOTH

37. WITH ALL THIS MOBILE ACCESS
EXPERIENCE MATTERS MORE
THAN EVER

38. 1 IN 2 MILLENNIALS ATTENDED
A MUSIC FESTIVAL IN 2016

39. IBIZA

40. >
IBIZA

41. >
IBIZA CAR PAYMENT

42. BECAUSE THEY’VE CREATED AN
EXPERIENCE ECONOMY

43. HOW TO REACH?

44. HOW TO REACH?
DISPLAY MEDIA?

45. HOW TO REACH?
DISPLAY MEDIA?
BRANDED CONTENT?

46. HOW TO REACH?
DISPLAY MEDIA?
BRANDED CONTENT?
SOCIAL INFLUENCE?

47. HOW TO REACH?
DISPLAY MEDIA?
BRANDED CONTENT?
SOCIAL INFLUENCE?
EXPERIENTIAL?

48. ALL, DUDES

49. BECAUSE THEY CONSUME CONTENT IN SO
MANY WAYS

50. BECAUSE THEY CONSUME CONTENT IN SO
MANY WAYS
THERE IS NO RIGHT WAY TO REACH THEM

51. BUT THAT DOESN’T MEAN YOU
CAN’T DO IT WRONG

52. SO I WANTED TO DIVE IN ON
THESE ASPECTS

53. WE’RE ALL INSIDE THE
CONTENT BLENDER

54. FEEL FREE TO

55. FEEL FREE TO
INTERRUPT ME

56. FEEL FREE TO
INTERRUPT ME
DISAGREE WITH ME

57. FEEL FREE TO
INTERRUPT ME
DISAGREE WITH ME
INTRODUCE ME TO YOUR MEDIA PLANNERS

58. DISPLAY

60. DISPLAY

61. DISPLAY
IT’S PRETTY EFFECTIVE

62. DISPLAY
IT’S PRETTY EFFECTIVE
IT CAPTURES OUR IMAGINATION

63. DISPLAY
IT’S PRETTY EFFECTIVE
IT CAPTURES OUR IMAGINATION
BUT ITS PLANS USUALLY GET THWARTED

64. WE BUILD BEAUTIFUL CREATIVE BUT…

65. WE BUILD BEAUTIFUL CREATIVE BUT…
THERE’S UNDER-DELIVERY

66. WE BUILD BEAUTIFUL CREATIVE BUT…
THERE’S UNDER-DELIVERY
SINK RATES WITHOUT REFRESH

67. WE BUILD BEAUTIFUL CREATIVE BUT…
THERE’S UNDER-DELIVERY
SINK RATES WITHOUT REFRESH
AND, UH, DID ANYONE ACTUALLY SEE IT?

68. NOW WE KNOW THE ANSWER

69. FOR THE PAST, OH, DECADE
70% OF DISPLAY ADS

70. FOR THE PAST, OH, DECADE
70% OF DISPLAY ADS
WEREN’T SEEN

72. IN-VIEW MEDIA

73. IN-VIEW MEDIA
ALL DISPLAY MEDIA WILL BE BILLED IN-VIEW

74. IN-VIEW MEDIA
ALL DISPLAY MEDIA WILL BE BILLED IN-VIEW
NOT TOMORROW, BUT ALL DISPLAY MEDIA WILL
BE BILLED IN-VIEW AND IN-DEMO

75. IN-VIEW MEDIA
ALL DISPLAY MEDIA WILL BE BILLED IN-VIEW
NOT TOMORROW, BUT ALL DISPLAY MEDIA WILL
BE BILLED IN-VIEW AND IN-DEMO
THIS WAS THE PROMISE OF WEB ADVERTISING

76. WHERE DO I BUY THIS?

77. PUBLISHERS* THAT

78. PUBLISHERS THAT
HAVE BRAND EQUITY AT SCALE

79. PUBLISHERS THAT
HAVE BRAND EQUITY AT SCALE
OWN AND OPERATE THEIR AUDIENCE

80. PUBLISHERS THAT
HAVE BRAND EQUITY AT SCALE
OWN AND OPERATE THEIR AUDIENCE
HAVE THE TECHNOLOGY
(DATA MANAGEMENT +
DEPLOYMENT)

81. DISRUPTIVE RESULTS

82. DISRUPTIVE RESULTS
LONG-TAIL PUBLISHING MODEL WILL DIE

83. DISRUPTIVE RESULTS
LONG-TAIL PUBLISHING MODEL WILL DIE
SWATHS OF SCALE BECOME NON-MONETIZABLE

84. DISRUPTIVE RESULTS
LONG-TAIL PUBLISHING MODEL WILL DIE
SWATHS OF SCALE BECOME NON-MONETIZABLE
MASSIVE CONSOLIDATION IN SPACE

85. DISRUPTIVE RESULTS
LONG-TAIL PUBLISHING MODEL WILL DIE
SWATHS OF SCALE BECOME NON-MONETIZABLE
MASSIVE CONSOLIDATION IN SPACE
OTA + OLD-LINE MEDIA WILL SEEK TO “AGE-DOWN”

86. ALL THIS FROM ONE
TECHNOLOGY

87. BRANDED CONTENT

88. GROWING

89. PRIVATE AND CONFIDENTIAL
$0
$1,250
$2,500
$3,750
$5,000
2015A FCST16 FCST17 FCST18
$4,750
$3,000
$1,000
$484
107%
YOY
200%
YOY
58%
YOY
IN THOUSANDS
89

90. WHY BRANDED CONTENT

91. WHY BRANDED CONTENT
18 - 34: CONTENT > ADS

92. WHY BRANDED CONTENT
18 - 34: CONTENT > ADS
MESSAGE INHERENTLY STRONGER

93. WHY BRANDED CONTENT
18 - 34: CONTENT > ADS
MESSAGE INHERENTLY STRONGER
NO ONE CAN “SHARE” A BANNER

94. WHY BRANDED CONTENT
18 - 34: CONTENT > ADS
MESSAGE INHERENTLY STRONGER
NO ONE CAN “SHARE” A BANNER
CAN’T BE BLOCKED BY AD BLOCKERS

95. MY RECO FOR SCALING: $25 CPM

96. MY RECO FOR SCALING: $25 CPM
(I’LL WALK YOU THROUGH THIS)

97. 3 4
1. In-site and e-mail distribution
2. Platform Distribution feeds
3. Syndication Feeds
4. Branded Content promotion
DISTRIBUTION PLATFORM //

98. HERE’S AN EXAMPLE

99. 99
EXAMPLE //
“BEHIND THE BEATS”
1800 TEQUILA PARTNERED WITH VIBE FOR THE
SECOND YEAR IN A ROW TO CREATE
INTERACTIVE FEATURES AND VIDEO
INTRODUCING READERS TO THREE (3) YOUNG
PRODUCERS FROM LA, NY, AND CHICAGO AND
HOW THEY APPROACH CHALLENGES AND THE
CREATIVE PROCESS
RESULTS
PRIVATE AND CONFIDENTIAL

100. 100
EXAMPLE //
“BEHIND THE BEATS”
1800 TEQUILA PARTNERED WITH VIBE FOR THE
SECOND YEAR IN A ROW TO CREATE
INTERACTIVE FEATURES AND VIDEO
INTRODUCING READERS TO THREE (3) YOUNG
PRODUCERS FROM LA, NY, AND CHICAGO AND
HOW THEY APPROACH CHALLENGES AND THE
CREATIVE PROCESS
RESULTS
Three (3) Videos // 500K views
100% ABOVE BENCHMARK
Six (6) Native: 265K pageviews
165% ABOVE BENCHMARK
PRIVATE AND CONFIDENTIAL

101. ONLINE VIDEO

102. LONG-TIME SHINY NEW OBJECT
LOTS OF DOWNSIDE

103. VIDEO

104. VIDEO

105. VIDEO
EXPENSIVE

106. VIDEO
EXPENSIVE
TONS OF FRAUD

107. VIDEO
EXPENSIVE
TONS OF FRAUD
EVERYBODY HATES PRE-ROLL / :30 SPOT DYING

108. VIDEO
EXPENSIVE
TONS OF FRAUD
EVERYBODY HATES PRE-ROLL / :30 SPOT DYING
BY THE WAY, WHAT’S A VIDEO VIEW?

109. SERIOUSLY — WTF IS A VIDEO VIEW?

110. SERIOUSLY — WTF IS A VIDEO VIEW?

112. SHHHHHH… IT’S A SECRET

113. A SECRET % OF ANY VIDEO PLAYED OVER 300 TIMES

115. 15 SECONDS OF A VIDEO AD HAS TO BE
VIEWED TO BE BILLED 100% IN-VIEW

117. CPV - PAY FOR THE START

118. CPV - PAY FOR THE START
CPCV - PAY FOR A COMPLETED VIDEO

119. CPV - PAY FOR THE START
CPCV - PAY FOR A COMPLETED VIDEO
IN-VIEW CPV - VIEWABLE PLAYED FOR 7 SECONDS

120. CPV - PAY FOR THE START
CPCV - PAY FOR A COMPLETED VIDEO
IN-VIEW CPV - VIEWABLE PLAYED FOR 7 SECONDS
VTR - % OF CAMPAIGN ADS WATCHED

122. NEXT UP - THE GOLD STANDARD IN
VIDEO VIEW COUNTING

124. OVERESTIMATED VIEW TIME BY 60 - 80%

125. OVERESTIMATED VIEW TIME BY 60 - 80%
BECAUSE THEY WERE COUNTING ONE SECOND AS A VIEW

127. ALL VIEWS ARE NOT CREATED
EQUAL — IT’S GOING TO BE A
LONG TIME UNTIL THEY

128. ALL VIEWS ARE NOT CREATED
EQUAL — IT’S GOING TO BE A
LONG TIME UNTIL THEY ARE

129. ALSO: FEAR THE WALLED GARDEN

130. ALSO: FEAR THE WALLED GARDEN

131. STANDARD BENCHMARKS ARE
NECESSARY

132. THERE IS A BRIGHT SPOT

133. REAL-TIME VIDEO

134. 134
REAL-TIME VIDEO //
SCALABLE
LOW-COST
DAWN OF SLATED
PROGRAMMING
PRIVATE AND CONFIDENTIAL

135. 0
400
800
1,200
1,600
2HJuly (A) Aug (A) Sept (A) Oct (FCST) Nov (FCST) Dec (FCST)
1,600
1,250
1,000
750
500
350

136. THE EXPERIENCE ECONOMY

137. MILLENNIALS:
SUPER MATERIALISTIC NON-
MATERIALISTS

138. PICTURE BUDDHA IN $700
SUNGLASSES

140. 140
SPINMEDIA’S AUDIENCE OF MILLENNIAL INFLUENCERS //
25M+ MONTHLY UNIQUE VISITORS
67% MILLENNIAL AUDIENCE
$96K MEDIAN HHI
51% MALE I 49% FEMALE
65% COLLEGE GRAD
704
USE SOCIAL MEDIA EVERY DAY
1275
STREAM MUSIC EVERY DAY
652
STREAM 50+ VIDEOS EVERY DAY
569
INTERESTED IN MUSIC + ART
195
FIRST AMONG FRIENDS TO TRAVEL
143
CONSIDER THEMSELVES ADVENTUROUS

141. 141
242 INDEX
“CELEBRITY ENDORSEMENTS INFLUENCE ME TO BUY A
PRODUCT”
COMPLEX: 150 INDEX
TOWNSQUARE: 121 INDEX
ROLLING STONE: 111 INDEX
VICE: 92 INDEX
165 INDEX
“BRAND NAME = QUALITY”
COMPLEX: 158 INDEX
TOWNSQUARE: 138 INDEX
ROLLING STONE: 110 INDEX
VICE: 106 INDEX
163 INDEX
“WHEN I FIND A BRAND I LIKE, I STICK WITH IT”
COMPLEX: 147 INDEX
TOWNSQUARE: 133 INDEX
VICE: 97 INDEX
ROLLING STONE: 85 INDEX
154 INDEX
“I’LL PAY MORE FROM A BRAND I TRUST”
COMPLEX: 144 INDEX
TOWNSQUARE: 138 INDEX
VICE: 133 INDEX
ROLLING STONE: 100 INDEX
SPINMEDIA AUDIENCE//
BRAND LOYAL CONSUMERS
WHO INFLUENCE THEIR PEERS
287 INDEX
“I ADVISE MY FRIENDS ON NEW PRODUCTS TO BUY”
ROLLING STONE: 214 INDEX
VICE: 213 INDEX
COMPLEX: 189 INDEX
TOWNSQUARE: 171 INDEX
244 INDEX
“I’M A SPENDER RATHER THAN SAVER”
COMPLEX: 202 INDEX
TOWNSQUARE: 164 INDEX
VICE: 141 INDEX
ROLLING STONE: 128 INDEX

142. THE BIRTH OF A
NEW CONSUMER MODEL

143. MUSIC IS THE LINGUA FRANCA

144. FESTIVAL SEASON IS THE LONGEST SEASON
0
2
4
6
8
MUSIC BASEBALL FOOTBALL BASKETBALL TV SEASON
MONTHS

145. HOW TO OPERATE AT FESTIVALS

146. HOW TO OPERATE AT FESTIVALS
DIGITAL FRAMEWORK

147. HOW TO OPERATE AT FESTIVALS
DIGITAL FRAMEWORK
SUSTAINING CONTENT

148. HOW TO OPERATE AT FESTIVALS
DIGITAL FRAMEWORK
SUSTAINING CONTENT
SUSTAINING REFRESHABLE MEDIA

149. HOW TO OPERATE AT FESTIVALS
DIGITAL FRAMEWORK
SUSTAINING CONTENT
SUSTAINING REFRESHABLE MEDIA
MEANINGFUL OTG EXPERIENCE

150. DON’T SPEND $500K TO REACH
80K PEOPLE

151. SPEND $800K TO REACH
80M IMPRESSIONS

152. 152
CASE STUDY //
THE TOYOTA MUSIC DEN OFFERED FANS AT SASQUATCH AN
OPPORTUNITY TO WITNESS THEIR FAVORITE ARTISTS UP CLOSE
AND PERSONAL IN AN INTIMATE SETTING
SASQUATCH PROGRAMMING //
21 ARTIST PERFORMANCES OVER 3 DAYS
23 SASQUATCH ARTIST PORTRAITS
PROGRAM RECAP //
20 ARTIST SOCIAL POSTS (1M+ SOCIAL REACH)
7 TOYOTA MUSIC DEN VIDEOS
7 SUPPORTING EDITORIAL POSTS
10 SUPPORTING SOCIAL POSTS
21K+ PAGEVIEWS
268K+ VIDEO VIEWS
3.3M+ SOCIAL REACH
PRIVATE AND CONFIDENTIAL

153. CONCLUSION

155. THINGS WILL SHAKE OUT

156. THINGS WILL SHAKE OUT
IN-VIEW MEDIA WILL BECOME STANDARDIZED

157. THINGS WILL SHAKE OUT
IN-VIEW MEDIA WILL BECOME STANDARDIZED
BRANDED CONTENT WILL CONTINUE TO GROW

158. THINGS WILL SHAKE OUT
IN-VIEW MEDIA WILL BECOME STANDARDIZED
BRANDED CONTENT WILL CONTINUE TO GROW
FIGHT FOR A STANDARD VIDEO VIEW FORM

159. THINGS WILL SHAKE OUT
IN-VIEW MEDIA WILL BECOME STANDARDIZED
BRANDED CONTENT WILL CONTINUE TO GROW
FIGHT FOR A STANDARD VIDEO VIEW FORM
MUSIC FESTIVALS ARE NOT A BUBBLE

160. START OF A 5-YEAR CYCLE

161. THANK YOU

162. QUICKEST WAY TO REACH ME:
SWIPE RIGHT ON TINDER

163. QUICKEST WAY TO REACH ME:
SWIPE RIGHT ON TINDER