Advisory Services Frankfurt, Germany

2016 Digital Playbook

Insights that Transform your Business

Advisory Services

VIVIAN SCHILLER

Digital Strategy andTransformation

USA

KALLE JUNGKVISTDigital Transformation

Sweden

BEN SHAWDigital Strategy USA/Germany

GREGOR WALLER Digital and Paid Content

Germany

JOHNNY RYANDesign Thinking and

Digital Transformation Ireland

TOR LILLEGRAVEN Big Data Strategy

Denmark

JONATHAN HALLSVideo and Digital Strategy

USA

HÅKAN HELANDERNewsroom Organisation

and ProductionSweden

NÉSTOR ALTUVEDigital Transformation

and Revenue Panama

GRIG DAVIDOVITZOnline Journalism and

Digital StrategyIsrael

Executive Summary

Advisory Services

In#today’s#media#environment,#it#is#no#longer#enough#to#focus#on#one#or#two#areas#for#digital#growth.#Publishers#must#focus#on#a#steady#pipeline#of#new#ini<a<ves#to#maintain#revenue#accelera<on.##Companies#all#over#the#globe#have#been#inves<ng#In#these#5#Digital#Drivers#with#tremendous#returns.####At#least#one#of#these#items#should#be#an#area#of#emphasis#in#your#digital#plans#for#next#year.#This#report#can#help#you#get#started.#

5 Key Digital Drivers

Advisory Services

1. Na<ve#Adver<sing#2. Paid#Content#3. Mobile#4. Marke<ng#Services#5. Video#

Native Advertising

1. Native Advertising

Advisory Services

Na#ve&is&growing&very&quickly&

Advisory Services

It&works&well&for&mobile&and&small&screens#•  Sponsored#content#is#much#more#effec<ve#on#smallMscreens#where#you#can’t#s<ck#ads#next%to#the#content,#the#ads#have#to#be#part%of#the#content.#

#Exclusive,&premium&value#

•  Sponsored#content#is#a#model#that#s<ll#highly#values#a#premium#publisher’s#unique#environment.#

•  Unlike#display#ads,#where#all#traffic#across#the#web#is#commodi<zed#and#prices#have#fallen#to#the#floor,#sponsored#content#on#a#premium#site#is#worth#more#than#on#a#lesser#website#

#

1. Native Advertising

tel +4969240063275

&&&&Ac#on&Items:&•  Understand#Best#Prac<ces#From#Around#the#World#

•  Decide#How#The#Content#Will#Be#Created#•  Define#The#Intersec<on#Between#Editorial#and#Na<ve#

•  Decide#How#To#Showcase#It#On#Your#Sites#

•  Iden<fy#The#Best#Pricing#Model#

Ben Shaw Director of Global Advisory

WAN-IFRA Frankfurt

1. Native Advertising

Paid Content

2. Paid Content

Global Advisory Services

Why&Go&Paid?&•  Companies#ranging#from#New#York#Times#to#A[onbladet#are#growing#a#significant#source#of#revenue#that#is#not#<ed#to#Display#Ad#Revenue.#

•  Whether#you#choose#a#meter#or#a#premium#content#model,#Paid#Content#creates#a#sustainable#rela<onship#with#your#core#audience.#

•  The#Internet#has#largely#moved#from#the#Anonymous#to#the#LoggedMIn.#Publishers#must#understand#as#much#about#their#audience#as#they#are#able#in#order#to#remain#relevant.##

Advisory Services

How&Much&Is&It&Really&Worth&To&Me?&&

Regional&Publishers&generally&see&this&performance:&&•  Digital#subscribers,#%#of#unique#visitors:##3M4%#•  Monthly#churn:#4M8%#•  Average#life#<me:#10#M#20#months#•  Subscribers:#50#–#300%#more#visits#and#PVs#than#non#subscribers#

•  Apply#these#figures#to#your#audience#figures#by#a#sample#subscrip<on#fee.#You#can#see#this#quickly#becomes#a#viable#pursuit.#

2. Paid Content

tel +4969240063275

Key&Considera#ons:&•  If#you#charge#for#content,#how#

will#affect#your#Ad#Revenue?#•  How#much#of#your#traffic#will#

be#at#risk?#•  What#Is#the#real#poten<al#

revenue#from#your#audience?#•  What#pricing#model#will#

maximize#your#revenue?#

2. Paid Content

Mobile

3. Mobile

Global Advisory Services

12.5420 16.8790

21.2060 23.4480 22.6610 25.400 30.1390 33.2003 35.6967 36.9980

1.5960 3.3697

7.0843

12.4530

12.5420

16.8790

21.2060 23.4480 22.6610

26.0410

31.7350

36.5700

42.7810

49.5

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

Non-Mobile Mobile

110% Mobile CAGR

10%

Non-mobile CAGR

Source: IAB/PwC Internet Ad Revenue Report, 2013

Mobile&adver#sing&increases&76%&in&FY&2014&&

Global Advisory Services

Your&Audience&Is&Moving&To&Mobile&At&a&Rapid&Pace.&&Is&Your&Revenue?&

Which&Of&Your&Revenue&Sources&Are&Mobile&Ready?&And&Which&Are&In&Peril?&

3. Mobile

Ac#on&Items:&&•  Increase#Mobile#Display#

Effec<veness#with#Targe<ng.#•  Geographic,#Behavioral#and#

Retarge<ng#are#good#op<ons.#•  Marketplaces#are#going#mobile,#is#

yours?#•  How#are#your#sales#teams#

incen<vized#to#mobile?#•  #How#Can#Mobile#Boost#Your#Paid#

Strategy?#

tel +4969240063275

3. Mobile

Local Marketing Services

4. Local Marketing Services

Advisory Services

In#the#US,#Digital#Marke<ng#Services#Spend#is#5x#that#of#Digital#Adver<sing#and#Promo<on#Combined!##Companies#in#the#US#will#Spend#Five#Times#as#much#on#Digital#Marke<ng#as#they#will#on#Adver<sing.#

Global Advisory Services

Many&Publishers&Are&Now&Genera#ng&More&Revenue&By&Offering&Services&Such&As:&&•  Website#Design#and#Hos<ng#•  Mobile#Websites#•  Social#Media#Management#•  Google#Ad#Words#•  Custom#Video#Produc<on#•  Reputa<on#Management#•  iBeacon#Integra<on#

4. Local Marketing Services

Ac#on&Items:&&•  Increase#Mobile#Display#

Effec<veness#with#Targe<ng.#•  Geographic,#Behavioral#and#

Retarge<ng#are#good#op<ons.#•  Marketplaces#are#going#mobile,#is#

yours?#•  How#are#your#sales#teams#

incen<vized#to#mobile?#•  #How#Can#Mobile#Boost#Your#Paid#

Strategy?#

tel +4969240063275

Ben Shaw Director of Global Advisory

WAN-IFRA Frankfurt

4. Local Marketing Services

Online Video

5. Video

Advisory Services

•  Video#is#at#the#intersec<on#of#mobile,#social,#display#and#branded#content.#Without#your#own#produc<on#company,#how#can#you#get#started?#

Advisory Services

•  Online#video#is#the#fastestMgrowing#adver<sing#category#due#to#the#explosion#of#mobile#video#consump<on#and#the#spread#of#internetMconnected#devices#

•  Global#online#video#grew#34%#to#$10.9#Billion#US#in#2014,#and#forecasted#in#the#US#to#grow#at#an#average#of#29%#a#year#to#reach#$23.3#Billion#US#in#US#2017#

Source:#Zenith#Op<Media#

5. Video

Ques#ons&to&Ask#•  What’s#your#focus?##•  What#is#the#user#experience?##•  How#shareable#is#your#content?##•  Who#will#be#responsible#for#crea<ng#it?#•  How#does#it#play#into#your#Na<ve#Strategy?#

Jonathan&Halls&Video#Strategist#

USA#

tel +4969240063275

5. Video

Insights that Transform your Business

Global Advisory

VIVIAN SCHILLER

Digital Strategy andTransformation

USA

KALLE JUNGKVISTDigital Transformation

Sweden

BEN SHAWDigital Strategy USA/Germany

GREGOR WALLER Digital and Paid Content

Germany

JOHNNY RYANDesign Thinking and

Digital Transformation Ireland

TOR LILLEGRAVEN Big Data Strategy

Denmark

JONATHAN HALLSVideo and Digital Strategy

USA

HÅKAN HELANDERNewsroom Organisation

and ProductionSweden

NÉSTOR ALTUVEDigital Transformation

and Revenue Panama

GRIG DAVIDOVITZOnline Journalism and

Digital StrategyIsrael

How We Can Help

WANMIFRA#Advisors#are#available#for#a#full&range&of#engagements.#Whether#you#would#like#a#

quick&assessment&call,#an#onMsite#strategic&workshop&for#your#managers#or#even#a&full\scale&transforma#on&project#that#includes#benchmarking#

and#implementa<on,#WAN\IFRA&delivers#the#link#between#informa<on,#exper<se#and#results.#

tel +4969240063275

WAN-IFRA Global Advisory Services

Contact:

Global Advisory

Nicole&Frankenhauser&&

+49&(69)&240&06&3275&&

nicole.frankenhauser@wan\ifra.org&