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314 chuck richardpresentation

  1. 1. Building an Online Audience Chuck RichardSeptember 4, 2008 VP and Lead Analyst © 2008 Outsell, Inc. All rights reserved.
  2. 2. Building an Online AudienceFour Forces and a or Wedding © 2008 Outsell, Inc. All rights reserved. 2
  3. 3. Four Forces - Winners Marry These• Not Enough Time• Competing with Free• PacMan Audience Model >> Audience Analytics DNA• The New 12th Man (and 13th, 14th, 15th……..) © 2008 Outsell, Inc. All rights reserved. 3
  4. 4. CSI: Content Sales Investigation © 2008 Outsell, Inc. All rights reserved. 4
  5. 5. Not Enough Time © 2008 Outsell, Inc. All rights reserved. 5
  6. 6. 13 hoursTime Lost Is Way Up 9 hours 6 6.2% Productivity Loss!! 5 7 54% 44% 4 2001 2007 Gathering Info Using InfoSource: Outsell’s Information Markets & Users Database © 2008 Outsell, Inc. All rights reserved. 6
  7. 7. Problems Getting InformationSource: Outsell’s Information Markets & Users Database © 2008 Outsell, Inc. All rights reserved. 7
  8. 8. Time Spent Using Information © 2008 Outsell, Inc. All rights reserved. 8
  9. 9. Search Failure = Big Opportunity 31% Search is Not Successful 31% Search is Successful 69%Source: Outsell’s Information Markets & Users Database © 2008 Outsell, Inc. All rights reserved. 9
  10. 10. Bringing Up Baby Search• Vertical search• Social search• Discovery, not search• Assisted or Parametric search• No search = workflow integration © 2008 Outsell, Inc. All rights reserved. 10
  11. 11. Use of New Delivery Media Types Saturation TrioSource: Outsell’s Information Markets & Users Database © 2008 Outsell, Inc. All rights reserved. 11
  12. 12. Content Received on WirelessHandheld Device Source: Outsell’s Information Markets & Users Database © 2008 Outsell, Inc. All rights reserved. 12
  13. 13. Checklist for Building Mobile Audience *** CrossMedia *** © 2008 Outsell, Inc. All rights reserved. 13
  14. 14. Competing with Free © 2008 Outsell, Inc. All rights reserved. 14
  15. 15. STM Print & Business Model ShiftsPercent of Total Revenue STM *** CrossMedia *** STM 8.2% 10.7% 49.5% 47.4% 52.0% 58.7% 45.3% 45.9% 39.7% 30.6% 5.2% 6.8% 2005 2007 2005 2007 Print Electronic Advertising Subscriptions Events/Other Transactions © 2008 Outsell, Inc. All rights reserved. 15
  16. 16. B2B Trade Print & Business Model ShiftsPercent of Total Revenue B2B B2B *** CrossMedia *** 27.1% 27.1% 35.9% 32.0% 32.8% 38.6% 21.7% 23.5% 40.2% 42.4% 44.5% 34.3% 2007 2009 Outsell 2005 2007 Forecast Advertising Subscriptions Print Electronic Events Transactions © 2008 Outsell, Inc. All rights reserved. 16
  17. 17. B2B Trade Media Mix B2B Trade Media Type Percent of Total Revenue60% 55.9% Print Electronic Events55% 52.0% 49.8%50% 45.3% 43.5%45% 40.8% 41.3% 38.7%40% 37.1% 33.9%35% 32.2% 35.6% 31.2% 29.0% 29.0%30% 25.9% 23.4% 24.8% 27.4% 27.5% 27.5%25% 27.0% 27.2% 25.6% 24.3% 23.2% 20.7%20% 2003 2004 2005 2006 2007 2008 2009 2010 2011 © 2008 Outsell, Inc. All rights reserved. 17
  18. 18. B2B Trade Media Mix B2B Trade Media Type Growth Rates30% Print Electronic Events 25.9%25% 20.8% *** CrossMedia ***20% 19.4% 14.3% 14.3% 12.9%15% 12.2% 11.5% 10.1% 13.5%10% 6.0% 9.8% 5.3% 4.2% 4.8% 5% 4.3% 0% 0.3% 0.7% -1.5%-5% -4.1% -3.1% -3.2% -5.0% -6.0%-10% 2004 2005 2006 2007 2008 2009 2010 2011 © 2008 Outsell, Inc. All rights reserved. 18
  19. 19. Half of Us Click on AdsOn average, how many business-related online ads or sponsored links doyou click on per week when searching or visiting a business-relatedcontent site? 46% Click Once or More Per WeekSource: Outsell’s Information Markets and Users Database © 2008 Outsell, Inc. All rights reserved. 19
  20. 20. Who Does Not Click on Online Ads?Source: Outsell’s Information Markets & Users Database © 2008 Outsell, Inc. All rights reserved. 20
  21. 21. Allocation of 2008 Total U.S. Marketing Spending Total 2008 U.S. Marketing Spending Forecast = $412.4 billion Total 2008 U.S. Marketing Spending Growth = 3.9% 35.5% *** CrossMedia *** 25.5% 23.8% $146.4 bln $105.2 12.3% 12.5% $98.2 $9.8 4.8% $51.6 3.9% 3.9% 2.4% -2.4% Print Online TV, Radio & Movies Events PR, Outdoor & Other 2008 Allocation 2008 GrowthSource: Outsell’s Ad Spending DatabaseBase for Percent Using = 1,088Base for Effectiveness Rating = 1,088 * Percent Using (Q12, A)© 2008 Outsell, Inc. Reproduction strictly prohibited. © 2008 Outsell, Inc. All rights reserved. 21
  22. 22. Allocation & Growth of 2008 Online Marketing Spending Online Marketing Spending Forecast = $105.2 billion61.8% Online Marketing Spending Growth = 12.3% 44.4% 27.3% 21.7% 19.7% 18.2% 16.2% 12.3% 12.3% 10.3% 7.7% 7.4% 11.3% 9.0% 3.0% 4.7% 2.2% 2.2% 2.0% 1.7% 1.5% 1.3% 0.9% 0.6%Co.s W ebsiteSearch Engine E-mal Mktg Indus Specific Vertical OL Product OL Classifieds Sponsoring Other W ebinar & Blogs W ireless Site Trade Site Search Site Directories Content Informational W eb Events Site Source: Outsell’s Ad Spending Database 2008 Allocation 2008 Grow th Base for Percent Using = 1,088 Base for Effectiveness Rating = 1,088 * Percent Using (Q14, A) © 2008 Outsell, Inc. Reproduction strictly prohibited.
  23. 23. Effectiveness and Usage for Lead Generation – Tier 1 80% *** CrossMedia *** 73% 70% 65% 66% 66% 58% 54% 58% 54% 49% 50% 51% 75% 66% 65% 64% 64% 59% 59% 58% 58% 55% 55% 53% 52%Co.s W ebsiteExhibitions Custom Print Direct Mail Trade Mags Viral Sales E-mail Mktg. PR Print Conferences Industry Search Mktg. Marketing Collateral Newsletters Trade Site Engine Site Traditional Delivery Percent Using Digital Delivery Bars = % Extremely Somewhat Effective Source: Outsell’s Ad Spending Database Base for Percent Using = 1,088 Base for Effectiveness Rating = 1,088 * Percent Using (Q24, A) © 2008 Outsell, Inc. Reproduction strictly prohibited. © 2008 Outsell, Inc. All rights reserved. 23
  24. 24. When I Use Paid vs Free Under what circumstance would you purchase information rather than using information that is available for free? Purchase Free 49% 47% 54% 52% 72% 70% 80% 84% 51% 53% 46% 48% 28% 30% 20% 16% TOTAL: R&D/SCI TOTAL: R&D/SCI TOTAL: R&D/SCI TOTAL: R&D/SCI Provides Contains Provides Provides information information higher quality information to make daily from credible information that helps decisions and known make sources mission critical or high risk decisionsSource: Outsell’s Information Markets and Users Database © 2008 Outsell, Inc. All rights reserved. 24
  25. 25. PacMan Audience Model >>Audience Analytics DNAAudience, Analytics, Agility, API’s © 2008 Outsell, Inc. All rights reserved. 25
  26. 26. Three Buckets of MetricsExternal to Your Site Internal to Your Site Market Share & Performance, Marketing Rank Audience, Management Control, SEO Improved Relevance and Engagement, Tailored Connections with Users, New Revenue Potential,© 2006 Outsell, Inc. All rights reserved. Are All Here © 2008 Outsell, Inc. All rights reserved. 26
  27. 27. Where’s Your Use of Analytics? Drives Online Operational Leads Way to New Improvements Users and NewReporting and Revenue Tracking Majority of Has Become the New Still Rare Companies Goal Today © 2008 Outsell, Inc. All rights reserved. 27
  28. 28. Three Successful Info Co. PersonasIDG - Global Publishing Statesman• Best Practices for Bridging the Gap: web-centric company managing print for profitTechTarget - Sinewy Playmaker• Wired 24/7 to Channel Advertisers to Users for max ROIOnvia - Consummate Lead Generation Machine• Leads So Hot and On-Target that Users Actually Pay for Them © 2008 Outsell, Inc. All rights reserved. 28
  29. 29. Three Successful B2B Personas IDG TechTarget Onvia Construction, Arch &Target Market - Engineering, IT Pros IT ProsUsers IT, Professional Services, MROEmployees 13,640 584 172Editorial Staff 2,000+ 100 53Rev. per Employee $221k $162k $122k 74% non-U.S. EMEA 2% non-U.S., 49%, AP 25%. In 85Rev. Outside U.S. Partners in 11 countries, None countries, events in 55 1 owned office in UK countries Lean and trim, unerring Highly efficient data “We have been focus on targeting & capture, indexing, extremely clear that profiling users and leveraged into multipleKiller Core we’re going to invest in earning maximum services built uponCompetency digital and event advertiser fees for continual deep businesses, and delivering high research into unmet manage print for profit.” conversions and ROI. customer needs. © 2008 Outsell, Inc. All rights reserved. 29
  30. 30. Three Successful B2B Personas IDG TechTarget Onvia Onvia gives you tools Now we’re a webcentric IT Media ROI Experts. to win: Protect and information company, Previous: Most Targeted grow your marketTag Line and we have ancillary IT Media; Reaching IT share, discover activities like print Buyers in Specific targeted sales publications and events. Markets. opportunities.Online Rev. Growth / 28% in latest Fiscal Yr 24% 2007, 40% 2008F 25% 2007No. of Web Sites 450 sites 50 sites 1 sitePrint Rev. Growth / -12% in latest Fiscal Yr -30% 2008-2011F NANo. of Magazines 300 mags 2 mags NARegistered Users NA 6.7 mln 2007 8,500 subscribersUnduplicated Reach 80 mln UV/mo. 15 mln UV/mo NA SEM is our laser - drives precision traffic. SEO 40% growth in search “Fired” least profitableAudience Trends provides regular, steady engine visits 4Q07. customers. traffic to broad range of pages. © 2008 Outsell, Inc. All rights reserved. 30
  31. 31. Three Successful B2B Personas IDG TechTarget Onvia 3 Types: Independent OL Publishing, Events, content, vendor Leads Digests, email Print Publishing, Lead generated content and leads alerts, database Generation. Marketing UGC: Expert Advice from access, marketContent Types Services (3,000 cus- more than 200 authorities intelligence & tomers). Sister Com- in their fields, Peer competitive pany IDC provides Input / Community from intelligence reports. Market Research. IT professionals. Market Fusion FlexROI 95% of RevenueLead Generation IDG Connect TargetROI Global Market Solutions 20+ Ex-Ad AgencyMarketing Services Market Intelligence IDG TechNetwork Campaign ManagersNo. of Advertisers Est’d 20,000 to 30,000 1,100 0 11 International; GMI and Many U.S. publishers ReturnPath for Panels of 400 agencies using IDG for global, 2.2 mln opt-in IT pro’s; contribute content;Key Partnerships including RBI & Hearst, 220 co.’s in FlexROI, 39 major licensing and CIO partnered with syndicators including bulk data deals LinkedIn. Forbes.com & Bus Week © 2008 Outsell, Inc. All rights reserved. 31
  32. 32. The Agility Imperative• Agile Publishing: Rapid development and evolution of content products to meet changing market needs• Quickly respond to unpredictable market requirements and competitors• Get products in front of customers quickly• Learn and refine from user experience• Create adaptable content and technology architectures © 2008 Outsell, Inc. All rights reserved. 32
  33. 33. Agile Publishing Platform Example Home > Business Advice > Loans Entity Extraction, Indexing, Metadata, Tagging Content Brief Ads Typical Article ContentAd Server AdSense Text ad here links to co. Leads Site. www.acmesales.com How-To Videos Forms Leads Related Content Related Links Forms www.xxxxxx.com www.yyyyyyyyyy.com © 2008 Outsell, Inc. All rights reserved. 33
  34. 34. Agile Publishing Platform Example Traffic Sources SEM, SEO, Partners, Un-referred Auto Website Real-Time Broad Categorization Content Dynamic OptimizationContent Engine Mgmt. Page Engine DrivenLibrary System Construction by Performance Metrics Revenue Sources Advertising, AdSense, Leads, Forms © 2008 Outsell, Inc. All rights reserved. 34
  35. 35. What’s Needed: Agile DNA• Mindset (People) • Forward-thinking, adaptable, innovative• Processes • Malleable to meet ever-changing needs • Rapid prototyping, iterative development • Fail Faster!• Technology • Modular, flexible architectures (content and software) • XML, Web services, RSS, API’s, widgets © 2008 Outsell, Inc. All rights reserved. 35
  36. 36. What Is Being Measured• Basic: visits, unique visitors, page views• Audience: referring sites, exit sites, behavior on site• Important: relevance, engagement, conversions• Advertising performance• Site test results: A/B, multivariate• Dashboards and custom reports – KPI’s © 2008 Outsell, Inc. All rights reserved. 36
  37. 37. Sample: Traffic Sources What percent of traffic do you get from the following sources? 8% 9% Search engines 7% (paid) Search engines 5% (unpaid) Direct to Web site Affiliate/partner 37% sites Product links Other 34%Base = 23Source: Outsell Web Analytics Study, 2006 © 2008 Outsell, Inc. All rights reserved. 37
  38. 38. Sample: Third-Party SEO Used by Only 19% Do you pay an outside firm for Search Engine Optimization? 19% 81%Base = 27Source: Outsell Web Analytics Study, 2006 © 2008 Outsell, Inc. All rights reserved. 38
  39. 39. Add New Audiences via API’sPotential exponential increase in amount and cost of Business Development with API’s• Case Study: Thumbplay mobile content provider• With meetings & calls > 40 partnerships in two years• With new Developer Partner Network API’s in 2007 > signed 40 more partners in 15 days!Webinars and whitepapers from Mashery at http://www.mashery.com/company/events.html © 2008 Outsell, Inc. All rights reserved. 39
  40. 40. Audience Development Hall of FameTricia Syed, TechTargetBuilding a Targeted, Receptive and Valuable AudienceWebcast explains how a valuable marketing database is agreat way to improve your ROI. Tricia Syed, VP of AudienceDevelopment, discusses why using the right web marketingmix is crucial for targeted data capture and customeracquisition. Also, learn our tested principles on building acentralized data warehouse.View this webcast athttp://www.techtarget.com/html/faas_res_webcasts.htm © 2008 Outsell, Inc. All rights reserved. 40
  41. 41. Audience Development Hall of FameJonatham Mendez, RAMP Digital• Audience analytics and multivariate testing pioneer, guru and practitioner• Founded RAMP to fill the void between advanced marketing technology and agency services.• Clients include Amazon.com,Citibank, Disney, H&R Block, IBM, Intuit, Microsoft, Monster.com, Sears, Skype, T-Mobile “As the intelligent and real-time web dynamically distributes content everywhere, understanding and creating interest paths will move to the forefront of marketing strategies. …. Content providing our breadcrumbs and relevance, the thread that we weave as we go from page to page, and experience to experience ”View “Building Interest Paths That Create Flow” at http://www.optimizeandprophesize.com/jonathan_mendezs_blog/2008/09/building-intere.html © 2008 Outsell, Inc. All rights reserved. 41
  42. 42. Audience Development Hall of FameJohn Loughlin, Hearst• Cross-media, audience-development tool Circules• Tailor subscription offers based on user-specific online browsing history• 1.6 million net paid subscriptions in 2007, up from 400,000 in 2006• Expects 2 million+ this year• 90% of Web-sourced subscribers have had no prior transaction history with Hearst and are 8 to 10 years younger• “Millions of new subscribers to our print magazines are being sourced from our Web sites. It bodes very well for magazines.” John Loughlin Hearst Magazines Executive VP & General Manager *** CrossMedia *** © 2008 Outsell, Inc. All rights reserved. 42
  43. 43. Audience Development Hall of FameLarry Fitzgibbon, Demand Media• 65 million monthly UV’sDemand Medias Five Tips For Evolving A Vertical Web Site “With blinding speed and little notice, Rosenblatts 2-year- old Demand Media Inc. has become one of the largest buyers of articles and video clips for the Web. It expects revenue of nearly $200 million this year and, more surprisingly, a healthy profit.”http://www.latimes.com/business/la-fi-demand16- 2008jul16,0,4992115.storyUnderstanding Article Economics: Demand Media has developed an algorithm for predicting high value content.http://www.foliomag.com/2008/understanding-article-economics © 2008 Outsell, Inc. All rights reserved. 43
  44. 44. Audience Development Hall of FameAllBusiness - Kathy Yates• 4 million+ monthly visitors• Winner of multiple “Best of…” awards• Acquired by D&B December 2007 for 10x revenue• Kathy Yates, CEO: Publishers "must be willing to present content that has not been created by their own processes. Some publishers, bound by the idea that their distribution systems should be reserved only for their own proprietary content, wont make this transition. Publishers who reapply their specialized understanding of content to engage the critical needs of on-demand users are truly redefining media." © 2008 Outsell, Inc. All rights reserved. 44
  45. 45. Audience Development HOF ContenderDisruptor Profile: NetShelterNetShelter Technology Media• Branded Network (NSBN) has grown to include 150 tech sites attracting 25 million unique visitors worldwide, 10 million U.S. UV’s. Claims is surpassing IDG, Yahoo Tech and CMP (comScore). Trails only CNET, which fell 17% in 2007 to 65 mln• NetShelter revenue $10 mln 2007, $20 mln forecast 2008.• “In a fragmented online media landscape NetShelter Technology Media is the new platform for technology publishing online. We partner with the top independent voices in the technology industry and help them grow their media business. Our goal is to become the global leader in digital marketing services for the technology sector.” © 2008 Outsell, Inc. All rights reserved. 45
  46. 46. NetShelter Audiences Booming IS/IT Management Group Developer Group Source: comScore MMX October 2007 Source: comScore MMX October 2007UK Unique Visitors Comparison © 2008 Outsell, Inc. All rights reserved. 46
  47. 47. “Vertical Networks Are MediaCompanies of the Future” - NetShelter• “Successful vertical networks have emerged as the only scalable distribution media model online. They are media companies of the future, and the past year has proven exactly that both in terms of traditional media following suit and launching their own vertical ad networks--but more importantly, by the way of strong valuations that investors and buyers are giving to vertical media networks.• Jumpstart Automotive Media sold for $110 million last year [to Hachette]. Glam.com just recently closed its $85 million raise on a whopping $500 million valuation. Federated Media is reportedly close to raising $50 million on a $200 million valuation. … These are media company-type revenue multiples and NOT rep firm or horizontal ad networks valuations.-- Peyman Nilforoush, Co-Founder and CEO of NetShelter Technology Media © 2008 Outsell, Inc. All rights reserved. 47
  48. 48. DNA of Market Leaders - Health TestKey Component ExamplesUser Control and • Niched and targeted services and communitiesConnections • Business networking: problem solving, hiring, purchasing, business development • User content & control: Digg, del.icio.usReach and • Explosion in partnerships, including competitorsAudience • Wide, wide net • Search: vertical, optimization, SEO, referral optimization • API’s for business developmentProducts and • Obsessive, continual research into user workflows & needsServices • Tracking data for users’ new business / revenue growth • Centering editorial around agile publishing • Deeply embedded in users’ work toolsCompetitiveness • Track many more competitors, partners, M&A targets • Act on falling competitive barriers • Have Early Warning trip-wires on disruptorsROI Drivers • Provide authors and advertisers with tracking for ROI • 360o marketing services • Act on demographic differences and opportunities © 2008 Outsell, Inc. All rights reserved. 48
  49. 49. Audience Development Hall of Fame PacMan PacMan Audience Development Model Your potential internet Your current audience audience “Why limit your business to the small subset of the wholeaudience, content, attention and engagement of the whole internet?” Jerry Zawodney, ex-Yahoo, now Craigslist, “evangelist on the "influencermarketing" team in Yahoo! Search” and early advocate of RSS feeds at Yahoo! © 2008 Outsell, Inc. All rights reserved. 49
  50. 50. The New 12th Man(and 13th, 14th, 15th……..) © 2008 Outsell, Inc. All rights reserved. 50
  51. 51. Networks are Evolving Consumer Social Networks Collegiate Social Networks Professional Social Networks Enterprise Networks Sharing Conversing Problem Solving Crowdsourcing Source: Outsell, Inc. © 2008 Outsell, Inc. Reproduction strictly prohibited. © 2008 Outsell, Inc. All rights reserved. 51
  52. 52. Types of Professional NetworksUser Need Primary Business Model• Knowledge sharing Ad-Based, Sponsorships• Crowdsourcing Ad-Based, Transactional• Tapping Experts Ads, Subs, Transact, Blended• Professional Networking BlendedSee: Social Communities & Expert Networks in B2B, June 6, 2008http://www.outsellinc.com/store/products/734 © 2008 Outsell, Inc. All rights reserved. 52
  53. 53. State and Direction of SocialPublishing• It’s all about the utility• Top 5 STM social applications*: • Address broadest set of workflow needs • Feature-rich collaboration, networking facilities • Underpinned by extensive networks• Are about engagement and cost of content = expense• Less about major new revenue* Nature Network, BioMed Experts, ResearcherID, CiteULike, 2collab (Skipping over Facebook, MySpace, LinkedIn) © 2008 Outsell, Inc. All rights reserved. 53
  54. 54. Use of New Social Methods ofDelivering Information © 2008 Outsell, Inc. All rights reserved. 54
  55. 55. Social Publishing Hall of FameHoward Ratner, Nature PublishingGroupServices in Place in 2006, Two Years Ago!! :• Popular Searches Today• Connotea & Connotea Today - Highlighting Popular User Tags• Nature Network Boston = Community• Scintilla• Action Potential = Neuroscience Blog• Nature News Blog & Hot Topics - Stories picking up most reader comments• Nature Protocols - Upload your own Protocols• Dissect Medicine = collaborative medical news site• “It’s no longer just about publishing content, it’s about enabling users to communicate.” © 2008 Outsell, Inc. All rights reserved. 55
  56. 56. Social Publishing Hall of FameDelicious - User & Shared Tags• Revolutionary User Bookmarking• Social Bookmarking - Organize.Share.Discover• Folksonomy - 100% user customized• Community • Search others’ tags • See what’s hot measured by tagging volume• RSS Feeds• API’s• Acquired by Yahoo December 2005 © 2008 Outsell, Inc. All rights reserved. 56
  57. 57. Social Publishing Hall of FameHoover’s Connect - David Mather © 2008 Outsell, Inc. All rights reserved. 57
  58. 58. Social Publishing Hall of FameInnocentive - Dwayne Spradlin• Matches scientists to relevant R&D challenges and funding: Crowdsourcing• Commercial and non-profit• Community with global scope• Online forum enables companies to reward scientific innovation through financial incentives• Seekers, 160,000+ Solvers, 250+ Solutions• Began 2000 in Eli Lilly as in-house innovation incubator © 2008 Outsell, Inc. All rights reserved. 58
  59. 59. CSI: Content Sales Investigation © 2008 Outsell, Inc. All rights reserved. 59
  60. 60. Four Forces and a Wedding- Winners Marry These• Not Enough Time• Competing with Free• PacMan Audience Model >> Audience Analytics DNA• The New 12th Man (and 13th, 14th, 15th……..) *** CrossMedia *** © 2008 Outsell, Inc. All rights reserved. 60
  61. 61. Come By and Visit Us Outsell, Inc. 330 Primrose Road, Suite 510 Burlingame, CA 94010 Tel. 650.342.6060 Fax 650.342.7135 7-15 Rosebery Avenue London, EC1R 4SP Tel. +44 (0)20 7837 3345 Fax +44 (0)20 7837 8901 http://www.outsellinc.com © 2008 Outsell, Inc. All rights reserved. 61
  62. 62. Outsell is the only worldwide syndicated research and advisory firm that delivers must-have intelligence and advice to publishers and information providers. We analyze markets, companies, and trends, and provide fact-based recommendations for high-level executives and product development, marketing, and strategy teams. In addition, we work with information managers to benchmark spending and demonstrate best practices. Outsell invests significantly in original research each year to guide clients in optimizing their strategies, plans, and performance.Outsell, Inc. is the sole and exclusive owner of all Outsell information in this document, including but not limited to the textual and graphiccontent and the organization, layout, and display of the information and data contained herein. As a user of this document, youacknowledge that you are a licensee of Outsells copyrights and that Outsell, Inc. retains title to all Outsell copyrighted information in thedocument. You are not permitted to resell, distribute, disseminate, disclose, copy, or otherwise make use of the information contained inthis document, except for use within your own company/organization. Wherever and whenever the document, or any portion thereof, isdisseminated it must bear the following in a prominent location: “Includes Outsell, Inc. copyrighted information. All rights reserved.”The information, analysis, and opinions (the “Content”) contained herein are based on the qualitative and quantitative research methodsof Outsell, Inc. and its staff’s extensive professional expertise in the industry. Outsell has used its best efforts and judgment in thecompilation and presentation of the Content and to ensure to the best of its ability that the Content is accurate as of the date published.However, the industry information covered by this report is subject to rapid change. Outsell makes no representations or warranties,express or implied, concerning or relating to the accuracy of the Content in this report and Outsell assumes no liability related to claimsconcerning the Content of this report. © 2008 Outsell, Inc. All rights reserved. 62
  63. 63. INTENTIONAL BLANK SLIDE © 2008 Outsell, Inc. All rights reserved. 63
  64. 64. Success & Care in Mobile AudienceFrom recent 3rd party market research:• Text links on ads dramatically improved response levels• Text content must be relevant and welcome to the receiver• B2C publishers alerting subscribers about renewals• Exhibition organizers sending out entry passes ahead of events• B2B information providers slower to recognize the power of the mobile than B2CSource: Incentivated, cited by UK Data Publishers Association (DPA) © 2008 Outsell, Inc. All rights reserved. 64
  65. 65. Redirection of Advertising Spending (%) Print Ad Spending to Other Media 0% 5% 10% 15% 20% 25% 30% Your companys website 31% 31% 18% Events 17%Paid search & search engine ads 16% 19% TV/Radio/Cable/Movies 9% 5% 9% Direct marketing & other 5% 6% Newspaper online advertising 8% 5% Other niche online site 12% Online video 3% 3% Print Trade Magazines General Business Print Magazines Source: Outsell’s Ad Spending Database Bases range from 32 to 38 (those whose spending is expected to decrease and who are redirecting this budget) (Q13c, Q13d, A) © 2008 Outsell, Inc. Reproduction strictly prohibited. © 2008 Outsell, Inc. All rights reserved. 65
  66. 66. Media Types – Share IDG TechTarget Onvia 100% 59% 46% 40% 22% 14% 6% 0 0 Print Electronic Events © 2008 Outsell, Inc. All rights reserved. 66
  67. 67. Three Buckets of Metrics External to Your Site Internal to Your Site Market Share & Rank, Performance, Control, Marketing Management: Usage Across Sites SEO, Profiling, SEM, Ad Networks, and Advertisers Usability, Ad & E-mail Mgmt, Testing Click Fraud  ComScore  Omniture  DART  Nielsen/NetRatings  WebSideStory  iProspect  Alexa  Coremetrics  Bruce Clay, Inc.  Compete  WebTrends  24/7 Real Media  HitWise  Google Analytics  IMPAQT  Nielsen Buzz Metrics  Creative Good  ValueClick  Socialmeter  Offermatica  ContextWeb  TNS Media Intelligence  Optimost  Tacoda Systems  IMS Web Spyder  Google Optimizer  Click Fraud Network  Biz 360  NetTracker  ValidClick  Cymfony  Clickdensity  Media Ratings Council  EyeTracking, Inc.  IAB  SEMPO© 2006 Outsell, Inc. All rights reserved.
  68. 68. Balance SEO vs. SEM Spending What percent of your overall traffic is free vs. paid? 36% 64% Cost per click for paid search engine traffic • Mean = $0.52Base = 27 • Median = $0.22Source: Outsell Web Analytics Study, 2006 © 2008 Outsell, Inc. All rights reserved. 68
  69. 69. How You Court New Users Is Critical • Repeat users? • Median = 38% • 62% first experience with your content • Do you ask users to register? • Yes: 72% • No: 28% • What percent of users register? • Median = 10% © 2008 Outsell, Inc. All rights reserved. 69
  70. 70. Search Engine Traffic Costs How much do you pay for paid search engine traffic per month? Response % Do not pay for search engine traffic 41% Less than $5,000 30% Between $5,000 and $10,000 4% Between $10,000 and $25,000 0% Between $25,000 and $50,000 7% Between $50,000 and $100,000 15% Between $100,000 and $250,000 4% More than $250,000 0%$0.6 to $1.2 million per year Source: Outsell Web Analytics Study, 2006 © 2008 Outsell, Inc. All rights reserved. 70
  71. 71. Staffing Levels for Metrics & Analytics How many FTEs are dedicated to each of the following Marketing roles? Average % of Total Employees Search engine marketing and optimization – SEM & SEO 1.5% Develop market analysis / customer analysis 2.0% Conduct competitive / business / market intelligence 1.9% Conduct and analyze primary and secondary market research 1.0% Manage and update Web site 3.4% Conduct and analyze primary and secondary market research 1.0% Advertising budgeting, planning, and execution 3.8% Brand management 1.2% TOTAL Marketing staff 11.2%Base = 19Source: Outsell Web Analytics Study, 2006 © 2008 Outsell, Inc. All rights reserved. 71

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