Guardian Media Conference
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Transcript of Guardian Media Conference
WHERE’S THE VALUE NOW?Richard D. Titus CEO, ANDMarch 2010
&AND
1. Introduction
Philosophy
• Past experience, future focus
• Powerful brands
• Sustained Investment
• International Presence
• Digital Future
&AND
Slovakia #1 Jobs board
Slovakia #2 Motors site
Hungary #1 Motors site
Hungary #4 Jobs board
Hungary #2/3 Property site
Croatia #1 Jobs board
Croatia #2 Motors site
Croatia #1/2 Property site
Serbia #1 Jobs board
Serbia #1/2 Motors site
Bosnia & Herz #1 Jobs board
GROWING INTERNATIONAL PRESENCE &AND
AND: DMGT’S PUREPLAY DIGITAL DIVISION
Our mission:
“To deliver valuable information and services which provide utility and delight to our users and value to our customers.”
Our brands:
Scale
Growth
&AND
SIX IPHONE APPS WITH OVER 300,000 DOWNLOADS SINCE LAUNCH &AND
CONTENT – THE OLD SCARCITY
2. Content
&AND
PRODUCTION, DISTRIBUTION, RETAIL &AND
THE INTERNET
A vast collaborative copying machine!
&AND
&AND&ANDDYSFUNCTIONALLY ABUNDANT?
10”
3”1”
THE OLD PARADIGM – 1”, 3”, 10” &AND
&ANDTHE NEW EXPERIENCE PARADIGM
FixedMobile
Characteristics:
Personal (rarely shared)Smaller/component
Incrementalcustomized
Intermittent connectivitySocial (w/other
devices)pull/push
Characteristics:
SharedBig
ImmersiveAlways
connectedFurniturepush/pull
&ANDDEVICE DIASPORA
FixedMobile
&ANDMULTI-PLATFORM TODAY AND TOMORROW
&ANDTHE CLOUD
Hardware/OS commoditize
1’ 3’ 10’
&ANDOPEN STANDARDS – LOW COST/EASY ACCESS
Hardware/OS commoditize
1’ 3’ 10’
XML Widgets ATOM
RSS SOAP AJAX
XHTML
&ANDIF TECHNOLOGY STANDARDS ARE OPEN AND UBIQUITOUS, WHERE IS THE VALUE ?
•Data about behavior (commerce, comments, community, consumption)
•The ability to connect, mash up and mix-up this data to create new, rich, bespoke and highly relevant experiences
•Across different platforms, networks and services.
•Knowledge about and for the benefit of ALL of our customers
The information about an asset, call it metadata, user data, or just DATA is more valuable that the digital copy of the relevant Asset (the “CONTENT”.)
3. Data
&ANDDATA IS THE ASSET
Interactions:Purchased holidayUploaded CVEntered competition
Sites visited:
Details registered with:
&ANDDIGITAL DATA
All your data lives in a cloud
&ANDSO WHAT ARE WE DOING ABOUT THIS?
&AND
ALL YOUR DATA LIVES IN A CLOUD
SINGLE CUSTOMER VIEW
&AND
4. So…where’s the value now?
&ANDWHAT’S REALLY SCARCE?
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
&ANDCONSUMPTIVE BEHAVIOURS MUTATE DIGITAL MEDIA
Source: The Nielsen Company, 2009
&ANDCONSUMPTIVE BEHAVIOURS MUTATE SOCIAL MEDIA
COUNTRY UNIQUE AUDIENCE (000S) TIME PER PERSON (HH:MM:SS)
UNITED STATES 142,052 6:09:13
JAPAN 46,558 2:50:13
BRAZIL 31,345 4:33:10
UNITED KINGDOM 29,129 6:07:53
GERMANY 28,057 4:11:45
FRANCE 26,786 4:04:39
SPAIN 19,456 5:30:55
ITALY 18,256 6:00:07
AUSTRALIA 9,895 6:52:28
SWITZERLAND 2,451 3:54:34
&ANDJOBSITE ON TWITTER
BUT STILL COMES DOWN TO THREE WAYS OF MAKING MONEY… &AND
CHALLENGES FOR PAID CONTENT &AND
HISTORY REPEATS ITSELF
“News is what somebody somewhere wants to suppress; all the rest is advertising.”
- Lord Northcliffe
&AND
ROUTES TO MONETISATION
Relative Market Size by Revenue Type
&AND
Two sided market of consumers and advertisers
Both critical to success – though relationship is not linear
&ANDCHALLENGES FOR ONLINE ADVERTISING #1– THE PREMIUM / REMNANT CLIFF
&ANDTHE NETWORK
PREMIUMNICHE
PREMIUM CONTEXTUAL TAIL AFFILIATE
EXAMPLE SITE
Comscore 250 Comscore 500 Top websites per vertical
Remnant inventory across all sites
Network of sites engaged with relevant retailer
EXAMPLE UNIT
Above the fold banner on mail online front
Banner on what car? Front page
“Sponsored links” about consumer loans/below the fold small ads within mail online article about consumer loans
Small ads on blogs
Link to retailer
on personal review blog
TYPICAL CUSTOMERS
Big brands(Vodafone)
Niche brands & retail(Pampers)
Online retail(Amazon)
Ad-enables websites
Small players
Internet retailers
TARGETING METHOD
Content and behavioural
Content and some behavioural
Content Some content Targeted by publisher
TYPICAL PRICING
MECHANISM
CPM CPM
CPC
CPC
CPA
CPC
CPM
CPS (80%)
CPA (19%)
&ANDCHALLENGES FOR ONLINE ADVERTISING #2– SCALE
&ANDCHALLENGES FOR ONLINE ADVERTISING #3– COOKIE INTEGRITY
&ANDCHALLENGES FOR ONLINE ADVERTISING #4– BEHAVIOURAL TARGETING
&AND&AND&AND
SOLUTIONS – OPEN TECHNOLOGY STANDARDS
ISA adBrand
ISA ad Call to action
ISA ad Reminder to complete applicationISA ad
Reinforce brand
&AND
SOLUTIONS – THE CONSUMER JOURNEY
&AND
CHALLENGES FOR ONLINE ADVERTISING #5– MEASUREMENT: WHAT DEFINES SUCCESS?
&AND
5. Where are we finding value?
INSERT SCREEN GRAB OF LOCAL ADVERTISER ON LOCALPEOPLE
&ANDUNIQUE CONTENT THAT CREATES UNIQUE INVENTORY
THROUGH APPLYING VISITOR INSIGHTS GATHERED ACROSS ALL OF OUR SITES &AND
2,571k
Changed job
13,214k1,463k
Foreign holiday
1,048k
2,666k
615k
405k
Moved in last year
THROUGH SCALE WE CAN SERVE OUR ADVERTISERS NEEDS MORE COMPLETELY &AND
• Total reach of 40% of UK population through in house brands
• Leading sites in national news, local news, social media, jobs, property, motors
• Leverage relationships to deliver scale on a network sale
• Ability to behavioural target between sites- track and target hard to reach consumers
• Deliver reach inaccessible to other classified sites
&ANDNOT JUST IN THE CONTENT BUT IN THE FILTER
&AND
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.
6. Summary
&AND
Thank you Richard D. Titus
twitter – @richardtitus