Hispanics higher than average usage rates of smartphones, television, online video, social networking and other forms of entertainment make this group one of today’s most engaged and dynamic populations in the digital space (Nielsen). As CSO for Mashable – the independent news site with 20 million unique monthly visitors and 10 million social media followers – new media entrepreneur and commentator Adam Ostrow responds to the new challenges social and mobile are creating for publishers and advertisers -- from curation and user experience to second screen impact, connectivity in the car, brands as content creators, and more. Presented at AHAA's annual "Thinking Under the Influence" conference in Miami on May 1, 2013

1. Reimagining Media & Marketing
For the Connected Era
Presented by Adam Ostrow
Chief Strategy Officer, Mashable

2. • Joined Mashable in 2007 as Editor in Chief.
• Authored 2,500+ articles for Mashable.
• Oversee content, bizdev and monetization strategy at Mashable.
.
Introduction

3. The consumption, distribution and
monetization models of media are being
radically disrupted.

4. The State of Digital Media: 2005
• There was no iPhone
• There was no YouTube
• There was no Twitter
• Facebook was college-only
• iTunes downloads: 250 million
• Mashable’s traffic: 60%+ via search
• Online ad revenue: $12.5 billion (US)

5. Also In 2005 …

6. The State of Digital Media: 2013
• Half of mobile users own smartphones
• YouTube: 3 billion video views/day
• Twitter: 400 million tweets per day
• Facebook: 1 billion users
• iTunes downloads: 25 billion
• Mashable’s traffic: ~ 30% via search
• Online ad revenue: $36.6 billion/yr

7. Digital Is Driving Media & Culture

8. Connected devices are profoundly
changing the way people consume
content.

9. Connected Devices Growth
By 2017, 1 in
5 tablets and
smartphones
in the U.S.
will be
purchased by
Hispanics. * Zpryme
* IDC

10. Mashable’s Mobile Audience
Mashable is now access by more than
2,500 unique devices each month!
• Mobile traffic to Mashable has
grown by 180% since 2010.
• Mobile now represents 1/3rd
of
Mashable’s audience.
• Rise of larger smartphones and
smaller tablets = more screen
sizes than ever.

11. Mashable grew
7.5x faster on
mobile devices
than on desktop
in 2012.
Rapid Mobile Growth

12. Hispanics Are Extra Mobile

13. TVs Cars Outdoor
KitchenHealth Fashion
Connectivity Impacts Everything

14. Social media is evolving to meet the needs
of mobile consumers.

15. • Smaller screen sizes reward brevity
and visuals.
• Device functionality = new social
functionality (camera, GPS, etc.)
• Mobile serves as a “second screen”
• The majority of Facebook and Twitter
users are on mobile.
Mobile Changes Everything

16. Even Moreso With Hispanics

17. Instagram
Pinterest
1 of 5 Hispanics prefer to
access social networks on
their smartphone
Mobile/Visual Social Networks

18. Facebook Twitter
Facebook & Twitter Go Visual Too

19. The Power of Visuals
Photos lift
engagement by
8x on Mashable’s
Facebook Page!

20. Mobile and social have leveled the playing
field across all forms of media.

21. Self-Publishing Goes Mainstream

22. When do you think we'll be
able to shoot full movies on a
cell phone in good quality?
“I think we're very, very close.
The power of the computers
inside your smartphone is
incredible and can do
tremendous things.”
-- Danny Boyle, Director
Low-Cost Production

23. Movies
Gaming
Financed By Fans

24. TV Music
TV
Rent Vs Own Models

25. Hispanics Are Watching Mobile Video

26. … And Paying For It

27. Theaters
Demand-Based Distribution
TV

28. Local TV
Data-Driven News Gathering

29. Mobile and social have required Mashable
to rethink its business.

30. Mobile Monetization Gap

31. • Mobile: Responsive
design optimizes
content and ads.
• Social: Content is
organized by social
velocity.
• Visual: Images are
shared 2X more than
links.
The New Mashable

32. • Ads live in-stream
• Ads are optimized for every
screen size
• Ads are sold across every
platform
• Infinite scroll eliminates “below
the fold” placements
• Ads are content
Rethinking Display Advertising

33. • Record traffic: 25MM unique
visitors, 120MM pageviews
• Pages per visit on mobile up 85%
• Time spent on mobile up 30%
• Performance on mobile ads
improved 2-3x
• Performance on desktop ads up 2x
Delivering Results

34. Brands are turning to content to win in
today’s digital landscape.

35. Content Is Top Priority For Brands

36. THEN NOW
10M Livestreams
300K Likes
34M Views
Brands As Content Creators

37. •Content lives in the stream
•Content gets shared by social media users
•Content helps build following and engagement
•Content + social is the future of search
•Content is inherently cross-platform
•Content + native advertising drives performance
Why Content?

38. Evolving Social Algorithms
Allfacebook.com

39. Sponsored
Stories
Promoted
Tweets
Promoted
Videos
Native Ads: The Biz Model of Social

40. "With Promoted Tweets, we've seen engagement rates from 1 to 3 percent on
average. On mobile, the engagement rates are even higher."
“As measured by click-through rates, Sponsored Stories in News Feed perform
multiple times better on both desktop and mobile than ads in the right-hand column.”
“What we find is that when you’re in that content, you get far superior click-through
rates. We’ve seen three to five times as high.”
Native Ads = Higher Engagement

41. Mashable helps brands become content
creators and optimize social distribution.

42. Female Founders Series Leaders in Digital Series Tails and Rails
What’s Inside
Extraordinary Entrepreneurs
Series
Global Innovation Series
Brands And Readers Win

43. •50,000+ video streams
•Average viewer watched
3 mins, 15 secs
•53,000+ social shares across multiple
platforms
•4,200+ Tweets of custom hashtag
#BehindTheLaunch
Engaging Experiences
For the launch of IE9, Microsoft sponsored the original
16-episode docuseries “Behind the Launch” on Mashable.

44. Lifts Performance of Creative
Pairing creative with content and
community provided significant lift in
campaign performance:
•+305% on article pages
•+250% on voting platforms
•+102% on co-branded units
(As measured in awareness study)

45.  Mashable Lift Units get 1.5-2.5% CTRs
 Mashable Custom Content gets 50% more
engagement than organic content.
 Improves performance of display ads by 2-3x
Custom Content + Native Ads

46. … And Powering Brand Channels

47. Real-time marketing is the next evolution
of mobile, social and native advertising.

48. Taking Advantage Of Opportunities

49. Being Relevant To The Conversation

50. Photo Video
Vine
Mashable Social Lift

51. Here’s what to do next …

52. •Design for an optimal
experience on every device.
•Develop an expertise in
speaking to your brand’s values;
not just its products.
•Create content that drives
engagement across social
platforms.
•Organize your teams to take
advantage of real-time marketing
opportunities.
•Amplify your brand assets with
native advertising solutions.
5 Keys to Success

53. adamo@mashable.com
@adamostrow
facebook.com/AdamOstrow
linkedin.com/in/AdamOstrow
Thank You!