How to reinvent the media business
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Transcript of How to reinvent the media business
HOW TO REINVENT THE MEDIA BUSINESS
Rian Liebenberg EVP Chief Technology Officer Nordic Media Festival 12 May 2016
2@SchibstedGroup @rianliebenberg
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ACCELERATED INNOVATION Rapid experimentation and streamlined rollout of new
features and products
PERSONALIZED PRODUCTS Data-driven optimizations and
tailored user experiences
SCALE EFFICIENCIES Common technology foundation across geographies and services
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COMMON PLATFORMS ENABLES EFFICIENCIES AND SUSTAINED INNOVATION
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A STRONG HISTORY OF INNOVATION & DISRUPTION
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30 countries | 200 million users/month | 20 billion page views/month
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EMPOWERING PEOPLE IN THEIR DAILY LIFE@SchibstedGroup
@rianliebenberg
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schibsted.com/secondhandeffect #SECONDHANDEFFECT
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etc…
MEDIAHOUSES
etc…
MARKETPLACES
bomnegócio.comcompre e venda perto de você
etc…
GROWTH
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WE ARE DEEPENING OUR FOUNDATION
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PLATFORMS
1. PUBLISHING 2. MARKETPLACES
3. ADVERTISING
SCHIBSTED POTENTIAL NEW PLATFORMS
COMPONENTSIDENTITY
PAYMENT
EXPERIMENTATION
FRAUD
ENABLING TECHNOLOGIES DATA & ANALYTICS INFRASTRUCTURE
END PRODUCTS FUTURE POTENTIAL PRODUCTS
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LEVERAGING OUR ECOSYSTEM OF ASSETS TO ESTABLISH DATA FOUNDATIONS
Stage 0: Silos of User Data
Stage 1: Sums of User Data
FEATURES
USER
S
Stage 2: Enriched User Data
FEATURES
USER
S
Stage 3: Self Reinforcing User Data
FEATURES
USER
S
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72,8 80,5
84,4
68,3 69,4
72,8
71,9 68,1
71,7 85,0
83,1
85,0
71,2
70,3 67,4
63,9
64,2
66,3
62,7
X Numbers in circles indicates Schibsted’s total reach per Norwegian county.
GEOGRAPHIC USER DATA INCREASES RELEVANCY
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UNIQUE POSITION: STRONG LOCAL BRANDS
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ADVERTISING = GROWING OPPORTUNITIES
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Digital Ad Spend growth, share of Total Ad Spend and size (mUSD)
Italy
Spain
France
Norway
Sweden
Digital Ad Spend share of Total Ad Spend (2015, %) * Bubble size proportional to the Digital Ad Spend in 2015 in mUSD
Digital Ad Spend CAGR (’15-’19) 23% of Schibsted’s group revenues and
26%of Online classifieds revenues
are from online ads
Source: eMarketer
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THE LOCAL AD MARKETS =LARGE OPPORTUNITIES
Source: ACNilsen, eMarketer, IRM, OANDA, Schibsted analysis
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France Italy Spain Sweden Norway
SME advertising market (2015e)* Billion EUR
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LEBONCOIN LAUNCHING SELF SERVE SOLUTION FOR SME’SLocal Advertising
Leveraging hyper local targeting signals in local markets
Benefit from Ad Serving and Forecasting capabilities
Following success in France, continue launching Local Ad Products in other key markets throughout 2016
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THE GLOBAL PUBLISHING CHALLENGE
BECOME CONTENT PROVIDERS for Facebook and alike to reach a massive audience, but hand over editorial and financial accountability and freedom to someone with a different mission.
REMAIN RELEVANT AS A BRAND & DESTINATION for your target audience - preserving editorial and financial accountability and freedom in fulfilling the publishing mission.
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Daily digital reach* in Norway
66 %
* Q2 2015, sources: TNS Gallup, Orvesto, internal figures
55 %
65 %
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350,000 visits / hourvisits per hour on average on mobile during
the first weekend of Paris terror attacks
150 000
300 000
450 000
600 000
19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:000
150 000
300 000
450 000
600 000
19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00
22:00 - 00:001.4 M visits
FRI 13/11 SAT 14/11 SUN 15/11
45% of people in Sweden learned about the Paris attack online first, and of these Aftonbladet was by far the primary source.
29 %
4 %6 %
6 % 22 %
34 %
Fastest
Other
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FIRST: CHANGE HOW WE THINK!
Reinvent broadcasting journalism as deeply personal journalism to win the battle for user engagement
1. Totally integrate the newsroom with product & tech to have any chance at creating 1:1 (personal) journalism
2. Leave the old competitive worldview behind and unite as publishers acting as a collective force in the fight for user engagement
3.
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SECONDLY: INVEST IN PLATFORM & PRODUCTS
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PUBLISHING PLATFORM
DISTRIBUTION SUITE
Magic consumer experiences built by
publishers’ product teams and delivered by Schibsted
Publishing Platform.
MONETIZATION SUITE
Powerful tools empowering the publishers to monetize creation and distribution of
content with advertising and user payment.
ADVERTISING PLATFORM, IDENTITY, PAYMENT, DATA & ANALYTICS ++
Schibsted Platforms, Platform Components & Enabling Technology
CREATION SUITE
Delightful tools empowering individual
journalists and newsrooms throughout the whole
publishing cycle.
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DISCOVER Discover news, trends and value in real time.
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CREATE Create engaging stories for the consumer with simplicity.
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CURATE Curate content to reach the
consumer in the right way at the right time and place.
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ENGAGE Engage audience to maximize reach, impact and learning
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OUR LEAP OF FAITH
Build new global platforms that provide efficient and scalable products to Publishers, Marketplaces and Advertisers; increase innovation opportunities and reduce time to market
Position Schibsted to capture opportunities in the rapidly growing and evolving online Advertising market - across Media Houses and Marketplaces
Leverage data by enabling Digital Ecosystems to provide accurate, relevant, and personalised products and experiences for our Users
@SchibstedGroup @rianliebenberg