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The publishing industry is facing unparalleled levels of complexity, dynamic change and pressure to innovate. Big Data has become the new oil. A publishers' Big Data is their key asset and your knowledge of how to use your data is key!
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Big Data - the new oil for publishers Mikal Rohde, EVP Cxense Bergen, Norway, October 17, 2013
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The publishing industry is facing
unparalleled levels of complexity,
dynamic change and pressure
to innovate
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A tremendous shift in access and control
Content access
Open
Limited
Passive Involved
Customer media control
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• Consumers go online – new business models being defined
• Everything (TV, news, music, games, etc.) goes online too
• Online goes mobile, with unprepared advertisers and media
• Consumer insight (a.k.a. Big Data) is becoming critical – Great user experiences
– Effective advertising and e-commerce
• Online advertising value chain controlled by a few large players, who also controls the data? – Media companies losing track of the advertising sales process
– Online advertising prices pushed down for publishers, but not necessarily higher ROI for advertisers. Why?
Some key market trends
18.10.2013
Vision
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… and it is the users that generate the oil
Big data has become the new oil
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• Audience insight – and control of data; – The gatekeeper control access to the most
precious properties; The users – Good data offer the audiences a product they
can be more engaged to – Good data make higher use of produced
content and more traffic to the sites – Good data enable new advertising products –
allowing high adverting value
It is all about data and knowledge how to use the data !
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Publishers have different options – external network or full control?
Choices with big consequences!
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NOT FOR DISTRIBUTION IN THE UNITED STATES, EXCEPT PURSUANT TO APPLICABLE EXEMPTIONS FROM THE REGISTRATION REQUIREMENTS OF THE U.S. SECURITIES ACT
Why do this guys so interested to get the knowledge of the audiences?
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The ad network sales says:
„Pay no attention to the publishers behind the curtain»
Stéphane Pere, VP-Head of The Economist Group Business
“It is all about audience”
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Up to 50 times higher CPM
Super targeted
Re-targeting
Targeting
Traditional premium sale
Reach product
External network products
CPM level
Available ad inventory CPM from 1-50 X
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Individual articles Individual
articles Individual article
Front page articles 80% of the traffic
99% of the content
Longer dwell-time, more engagement and higher
conversion
Find the right content
Recommended content
Bring relevant content to the user
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Cxense platform can solve this issues!
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User insight
Actionable applications
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Knowing your audience is key to success
Brand affinity and protection
Flexible advertising products
Interest and intent Demographics
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Content is King
Deep semantic profiles of content
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User insights
TAXONOMY MAPPING
CONTENT PROFILES
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Engage and monetize – actionable application
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Actionable ads and c0ntent
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Build and report audience segments
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Good insights enable more measurable ROI
18.10.2013
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