Guardian Media Conference
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This document discusses how the value in the digital media landscape is shifting from content to data and personalized user experiences. As content becomes abundant and easily distributed online, companies need to focus on gathering unique customer data across multiple platforms and using that data to create tailored, multi-platform experiences for users. The document also notes challenges in monetizing digital media through advertising and paid content models and argues that combining scale and behavioral targeting across a network of owned brands and platforms can help companies overcome these challenges by serving advertiser needs more completely and creating unique inventory.
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Guardian Media Conference
- 1. WHERE’S THE VALUE NOW? Richard D. Titus CEO, AND March 2010
- 6. Digital Future&AND &AND
- 7. Croatia #1 Jobs board Slovakia #1 Jobs board Croatia #2 Motors site Slovakia #2 Motors site Hungary #1 Motors site Croatia #1/2 Property site Hungary #4 Jobs board Serbia #1 Jobs board Hungary #2/3 Property site Serbia #1/2 Motors site Bosnia & Herz #1 Jobs board Growing international presence &AND
- 8. Our brands: Scale Growth Our mission: “To deliver valuable information and services which provide utility and delight to our users and value to our customers.” AND: DMGT’s PUREPLAY DIGITAL DIVISION &AND
- 9. Six iphone apps with over 300,000 downloads since launch &AND
- 10. 2. Content CONTENT – THE OLD SCARCITY &AND
- 11. PRODUCTION, DISTRIBUTION, RETAIL &AND
- 12. A vast collaborative copying machine! THE INTERNET &AND
- 13. DYSFUNCTIONALLY ABUNDANT? &AND &AND
- 14. 1” 3” 10” THE OLD PARADIGM – 1”, 3”, 10” &AND
- 15. Fixed Mobile Characteristics: Shared Big Immersive Always connected Furniture push/pull Characteristics: Personal (rarely shared) Smaller/component Incremental customized Intermittent connectivity Social (w/other devices) pull/push THE NEW EXPERIENCE PARADIGM &AND
- 16. Fixed Mobile DEVICE DIASPORA &AND
- 17. MULTI-PLATFORM TODAY AND TOMORROW &AND
- 18. 10’ 3’ Hardware/OS commoditize 1’ THE CLOUD &AND
- 19. 10’ 3’ Hardware/OS commoditize XML Widgets ATOM RSS SOAP AJAX XHTML 1’ OPEN STANDARDS – LOW COST/EASY ACCESS &AND
- 20. IF TECHNOLOGY STANDARDS ARE OPEN AND UBIQUITOUS, WHERE IS THE VALUE ? &AND
- 22. The ability to connect, mash up and mix-up this data to create new, rich, bespoke and highly relevant experiences
- 23. Across different platforms, networks and services.
- 24. Knowledge about and for the benefit of ALL of our customersDATA IS THE ASSET &AND
- 25. All your data lives in a cloud Digital Data &AND
- 26. SO WHAT ARE WE DOING ABOUT THIS? &AND
- 27. ALL YOUR DATA LIVES IN A CLOUD SINGLE CUSTOMER VIEW &AND
- 28. 4. So…where’s the value now? &AND
- 29. WHAT’S REALLY SCARCE? &AND
- 30. Passive active line is becoming blurry Multi-purpose devices blur the lines between different media On-demand vs live barriers disappear for most content Time shifting vs place shifting CONSUMPTIVE BEHAVIOURS MUTATE DIGITAL MEDIA &AND
- 31. Source: The Nielsen Company, 2009 CONSUMPTIVE BEHAVIOURS MUTATE SOCIAL MEDIA &AND
- 32. Jobsite on twitter &AND
- 33. BUT STILL COMES DOWN TO THREE WAYS OF MAKING MONEY… &AND
- 34. CHALLENGES FOR PAID CONTENT &AND
- 35. “News is what somebody somewhere wants to suppress; all the rest is advertising.” - Lord Northcliffe HISTORY REPEATS ITSELF &AND
- 36. Two sided market of consumers and advertisers Both critical to success – though relationship is not linear Relative Market Size by Revenue Type ROUTES TO MONETISATION &AND
- 37. CHALLENGES FOR ONLINE ADVERTISING #1–THE PREMIUM / REMNANT CLIFF &AND
- 38. THE NETWORK &AND
- 39. CHALLENGES FOR ONLINE ADVERTISING #2–SCALE &AND
- 40. CHALLENGES FOR ONLINE ADVERTISING #3–COOKIE INTEGRITY &AND
- 41. CHALLENGES FOR ONLINE ADVERTISING #4–BEHAVIOURAL TARGETING &AND
- 42. Solutions – open technology standards &AND &AND &AND
- 43. SOLUTIONS – THE CONSUMER JOURNEY ISA ad Reminder to complete application ISA ad Call to action &AND ISA ad Reinforce brand ISA ad Brand
- 44. CHALLENGES FOR ONLINE ADVERTISING #5– MEASUREMENT: WHAT DEFINES SUCCESS? &AND
- 45. 5. Where are we finding value? INSERT SCREEN GRAB OF LOCAL ADVERTISER ON LOCALPEOPLE UNIQUE CONTENT THAT CREATES UNIQUE INVENTORY &AND &AND
- 46. Moved in last year 2,666k 615k 1,048k 405k Foreign holiday Changed job 1,463k 2,571k 13,214k THROUGH APPLYING VISITOR INSIGHTS GATHERED ACROSS ALL OF OUR SITES &AND
- 48. Leading sites in national news, local news, social media, jobs, property, motors
- 49. Leverage relationships to deliver scale on a network sale
- 50. Ability to behavioural target between sites- track and target hard to reach consumers
- 51. Deliver reach inaccessible to other classified sitesTHROUGH SCALE WE CAN SERVE OUR ADVERTISERS NEEDS MORE COMPLETELY &AND
- 52. NOT JUST IN THE CONTENT BUT IN THE FILTER &AND
- 53. 6. Summary As Content and Distribution commoditize, we need to find new sources of scarcity and defensible advantage. We also need to listen to our customers, give them what they want, expect and need and delight them as we do this. &AND
- 54. Thank you Richard D. Titus twitter – @richardtitus &AND
Editor's Notes
- DMGT group has £2,118min revenue and £278mAdjusted in adjusted operating profit. With the consumer divisions having £1204m and £86m in Operating profit margin of 7%
- In the pre-digital media landscape content is scarce – difficult to produce, difficult to replicate, difficult to deliver.
- In the pre-digital media landscape content is scarce – difficult to produce, difficult to replicate, difficult to deliver.
- In the pre-digital media landscape content is scarce – difficult to produce, difficult to replicate, difficult to deliver.
- In the pre-digital media landscape content is scarce – difficult to produce, difficult to replicate, difficult to deliver.
- Content is no longer scarce – in fact, in a digital world it is far too abundant, dysfunctionally abundant, and so easy to copy and replicate that almost all of it is available online for free
- Time– this is an even more important factor, discussing PR with a friend of mine the other day I said that it was the MOST £ for £ cost effective way to market a business or product in the world – because the coverage, if achieved, lived in perpetuity. This idea of an ever growing stack of content, with a much lower frequency of “breakage or leagage” changes the rules on scarcity in an exponentially expanding way.
- Information & Data – insight (Raw facts, Metadata, behavioural and contextual data)User Experience, Design & InterfaceLive event driven information & content
- Information & Data – insight (Raw facts, Metadata, behavioural and contextual data)User Experience, Design & InterfaceLive event driven information & content
- The attention economy is evolving into the data economy. Relevance, click through is no sufficient – High relevance – targeted,
- Information & Data – insight (Raw facts, Metadata, behavioural and contextual data)User Experience, Design & InterfaceLive event driven information & content
- The question becomes “where is the scarcity?” When production, distribution, retail, replication of content is not scarce, what becomes scarce and what offers value?Rare or unique contentHelping people find the right content – filters, like vertical search engines, that workHelping people find the right content – interfaces, like the iPod, that workInsight – understanding metadata to deliver people the content (and commercial messages) they want or need
- What are the new scarcities, I would argue today there are very few. One of the key scarcities is Consumer attention, it is incredibly hard to get your brand, or idea heard in the cacaphony of the worlds media, particularly the flat world of digital media, which has little hierarchichal structure to it.
- 6bnvs 8 bn links clicked7 Hours of time spent per week, average userTop sites in terms of time spent, particularly on mobileReal-time has a whole new meaning.
- 6bnvs 8 bn links clickedTop sites in terms of time spent, particularly on mobileReal-time has a whole new meaning.
- To receive their personalised tweets, users must follow @JobsitejobsHaving followed @Jobsitejobs, the user receives a Direct Message containing a personalised link to Jobsite to set up their search criteriaClicking the link takes user to Jobsite who then scan Twitter Bio and suggest matching jobsPersonalised Job Tweets are the sent to the individualClicking the links will take the user to the Jobsite website, where they can apply in the usual way.
- Charing audiences directly (paid subscription); charging brands (brand-sponsored subscription); indirectly via advertising
- Consumers will pay for certain types of content at certain times, but most content is too commodified. Whilst we await with interest what Mr. Murdoch is doing, we believe that the bulk of revenues for publishers going forward will come from display advertising – though it will require cross-industry collobaration, using common technology, to create a new value chain that will ensure this display revenue stream will be lucrative enough to keep content publishers as viable businesses.
- In the ‘old world’ consumers interacted with inventory and this interaction could be monetised This is changing to a world where there are multiple opportunities for monetisation Consumer’s information, and interactions with inventory, and other advertising and services creates a rich source of data which can be further monetised
- In the ‘old world’ consumers interacted with inventory and this interaction could be monetised This is changing to a world where there are multiple opportunities for monetisation Consumer’s information, and interactions with inventory, and other advertising and services creates a rich source of data which can be further monetised
- There are two main display ad buys – expensive premium branded content and cheap remnant. The chasm between the two, and the implication that there is nothing in between, indicates the market is not working for either buyers or sellers
- Advertisers (and therefore buyers) need highly targeted audiences but no individual publisher has the scale to provide eg 30-year-old male second car buyers in East London, even though we know they’re there
- Weakness in taking people on a journey from the first time they see the ad to the actual buying decision
- Lack of open standards for visitor data means that as people click from site to site they – absurdly – fluctuate in value to advertisers second by second, so an eyeball on Thisismoney in early April might be worth £50cpm on the assumption they will buy an ISA but the very same person is suddenly worth pennies to display advertisers when they go to their webmail a few seconds later to check which ISA their friends bought and less still a few seconds after that when they reach a social networking site
- The weakness on both the buy and sell side is a lack of open standards that would tell us where users had been, what ads they had seen, what content they had engaged with and therefore what other messages would have the greatest value to them
- The weakness on both the buy and sell side is a lack of open standards that would tell us where users had been, what ads they had seen, what content they had engaged with and therefore what other messages would have the greatest value to them
- Measuring effectiveness of advertisinghttp://www.imediaconnection.com/content/18906.asp
- “Nichepapers” – creating value out of content creation and filtration that addresses a real needNiches by location, by subjectNiches
- AND has deeper insights about consumer life decisions than anyone – job searches, property searches, travel plans, financial decisions, local political concerns
- AND has deeper insights about consumer life decisions than anyone – job searches, property searches, travel plans, financial decisions, local political concerns
- The perfect transaction for Jobsite is presenting each candidate with one job – the right job – and each employer with one candidate – the right candidate
- CLOUD COMPUTING AND OPEN STANDARDS COMMOTIZE MANY PARTS OF THE VALUE CHAIN. HOWEVER, IF WE ARE SMART, AND FOCUSSED, WE CAN CREATE VALUE WHERE NONE EXISTED BEFORE.