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Cannot improve content without
audiences, we will not survive
We must own audience/ data to
refine content and optimise our
revenues
AFFILIATES
Own Audiences
Already moving to own Ad
Sales
AD AGENCIES
Own Audiences
Commoditizing Ad sales
It’s difficult being a Publisher migrating to digital today...
WANT
DUMB CONTENT
WANT
BLIND INVENTORY
Limited view of
content performance
Limited view of ad
performance
So we are forced to build digital strategies out of compulsion
CONTENT
Data
REACH
SALES
Initial Mandate:
• Set up Data and
Programmatic Ad Sales
capability
CONTENT
Data
REACH
SALES
CONTENT
Data
REACH
SALES
Current Need:
• Need to sustain pipeline
for data and ad sales
• Set up Partnerships to
expand reach
Expanded Scope:
• Full-fledged Digital
Product + Content
Strategy across owned
products and digital
syndication
SHORT TERM SUCCESS MEDIUM TERM SUCCESS LONG TERM SUCCESS
Let’s begin from the basics – Digital Publishing is a lot like TV
Audience
REACH CONTENT
SALES
For Digital
it is
Digital Audiences
(DMP)
For TV,
Panel Data
drives all
decision making
and revenue
We have to choose our strategic focus...
Audience
REACH CONTENT
SALES
Each of these is an
“Engine” or Business
Function – we can choose
to retain or outsource them
as we please
So how do we approach Data, Content and Sales?
Audience
REACH CONTENT
SALES
Content is our lifeblood and needs to be
continually tailored based on audience
response and saleability.
Sales is critical to control to get continuous
feedback on financial performance of our
assets, but can be traded away for very few key
partners/ JVs
Audience Data is hygiene for survival, and
immediately needed across partnership/
syndication/ owned products
Before we get to Reach... there are 3 currencies in any
partnership: Content, Audience, and Technology
We have content but a limited
digital audience (and audience
data).
Limited tech stack.
Traditional Video
Publishers
CONTENT AUDIENCE TECH
Digital
Newspapers
CONTENT AUDIENCE TECH
AdTech
CONTENT AUDIENCE TECH
Sales networks
CONTENT AUDIENCE TECH
Social Networks
CONTENT AUDIENCE TECH
Newspapers per definition have
a lot of content and often big
audiences, but may be
interested in premium video as
a niche.
AdTech companies often
provide tech to other partners
being Publishers or
Advertisers. In pure form no
own content and audience
The sales networks business
model is to provide audience
across properties, either
utilizing own tech or using
adtech.
The two big ones are
masters in audience and
tech – but do not own and
produce own content.
Publishers must trade content for Reach and Data (Audience)
Publisher alliances are one defence, but not a real strategy
Publishers that see Facebook and Google as
the main threat can build a moat by forming a
data alliance that will enable them (in theory)
to provide better targeting data in their
market.
It is key to get as many publishers as
possible into the alliance. It will be a “public
goods” game in the market, a defensive
move that will benefit all.
Examples:
- Emetriq
- Nonio
Data Threat
For publishers that focus on increasing
market share the zero-sum game is not
appealing. They can instead choose to form
alliances with select partners in the market to
gain an advantage of scale and take market
share from non-members.
Typically we see these collaborations as
combined sales and data setups.
Examples:
- DUN
- Aunia
- The Pangea Alliance
- Schibsted/ DAX/ Acast – Discovery
partnership
Mkt share Threat
Publishers are scrambling to find a play that will strengthen their
position vs. Google and Facebook AND increase market share
...so let us get to Reach, what are the models available to us?
REACH
CONTROL/ EFFORT/ INVESTMENT
Digital
Syndication
Strategic
Partnership
JVs Owned
Products
Immediate Scale, Tech +
Data Investment, Data
Modeling
Long-term, high
investment, Rich User
Data
Digital publishers need to let go of the “ownership fallacy”
Web
Ocean
Embed
Player
Partn-
ership
Own
App
• Build rich user profiles
• Control user
experience
• Sell ads
• Add behavioural Data
• Build reach
• Add behavioural Data
• Build reach
• Sell ads
• Add behavioural Data
• Build reach
• Sell ads
Own app contributes
only 3-5% of traffic*,
but takes up maximum
investment
Each channel monetized
proportional to reach
Core Identity built off
Own App, extended and
used to sell ads and
refine content
So what does modern Digital Publishing end up looking like?
Own
Products Reach
Partner A
Reach
Partner B
Digital
Syndication
Data/ Identity
Distribution
Ad Sales
Content Flagship e.g.
Olympics,
Kids
Short Form Mid Form
Outsourced
Owned
Flagship
derivatives
JVs
Always
Owned
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