inadem conference 2015: the shifting media-consumption landscape
TRANSCRIPT
![Page 1: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/1.jpg)
![Page 2: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/2.jpg)
Media consumption has changedThe Discovery ChallengeThe Discovery Challenge
![Page 3: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/3.jpg)
Mobile devices leading this disruption
43People check their
smartphones
times a day
![Page 4: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/4.jpg)
Users don’t read through entire articles(at least 78% of them)
Source: Slate, 2013
![Page 5: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/5.jpg)
Today, everyone can be a publisher
2.4m tweets within
24 hours
Then
Now
![Page 6: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/6.jpg)
Traditional business model is collapsing
198mpeople worldwide
use ad blockers
Sources: Google, 2014; Business Insider, 2015
$21.8bnworldwide revenue loss for publishers
56%of digital ads served
are never seen
![Page 7: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/7.jpg)
The new publisher: masters of digital storytelling
![Page 8: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/8.jpg)
They outperform traditional media
50m monthly visits
20m monthly
visits16mmonthly
visits
17m monthly
visits
![Page 9: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/9.jpg)
Vice BuzzFeed Washington Post Boston Globe
$2500
$1500
$250$70
Their valuations easily surpass traditional publishers
Media Company Valuations($millions)
![Page 10: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/10.jpg)
The new publishers’ DNA:Formats + Data + Ubiquitous distribution
![Page 11: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/11.jpg)
How can the rest of the field catch-up?
![Page 12: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/12.jpg)
The leading global user engagement
publisher platform
![Page 13: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/13.jpg)
Playbuzz cracked the DNA of digital publishing & storytelling
VS.
![Page 14: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/14.jpg)
A growing library of media formats
Gallery QuizTriviaPersonality QuizListFlip CardsRanked List
Countdown ListPoll
Open List
Photo Caption
Video
Soon
Soon
SoonSoon
![Page 15: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/15.jpg)
Content authoring...
![Page 16: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/16.jpg)
…that can be embedded on multiple websites
![Page 17: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/17.jpg)
And promoted on the publishers’ site, feeds and mobile app…
![Page 18: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/18.jpg)
…as well as their social channels
![Page 19: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/19.jpg)
The world’s leading publishers use Playbuzz to remain relevant
5,000+
publishers can’t
be wrong
![Page 20: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/20.jpg)
A worldwide community of publishers and content creators
40,000+authors
6,000+items per month
200+countries/territories
40+languages
![Page 21: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/21.jpg)
Maximizing impact through audience engagement and social sharing
![Page 22: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/22.jpg)
Phenomenal engagement metrics
11%Share rate 94%
Completion rate4:30 minSessions
![Page 23: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/23.jpg)
Off-the-charts engagement
Playbuzz’s per-item
engagement rates are three times higher
Source: Digiday
![Page 24: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/24.jpg)
Playbuzz.com features the best items
![Page 25: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/25.jpg)
And became a viral hit
Yahoo
BBC
Mail Online
The New York Times
The Guardian
NBC News
Fox News
BuzzFeed
The Huffington Post
Playbuzz
2,112,079
2,283,898
2,467,753
2,634,928
2,817,276
3,201,048
4,407,667
7,089,734
8,668,569
10,218,843
Most shared websites on Facebook (monthly)
Ranked among the most shared sites
onFacebook
Highest percentageof engagement
per item
Source: NewsWhip, January 2015
![Page 26: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/26.jpg)
Personality quiz
![Page 27: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/27.jpg)
Flip Cards
![Page 28: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/28.jpg)
Swiper
![Page 29: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/29.jpg)
Poll
![Page 30: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/30.jpg)
Trivia
![Page 31: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/31.jpg)
List
![Page 32: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/32.jpg)
Ranked List
![Page 33: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/33.jpg)
Gallery
![Page 34: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/34.jpg)
Playbuzz-powered content seeds and spreads around the world
![Page 35: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/35.jpg)
Explosive growth in Spanish-speaking markets
3m
January
2015
pageviews in LATAM
30m
July
2015
pageviews in LATAM
![Page 36: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/36.jpg)
More publishers and users join everyday
![Page 37: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/37.jpg)
It’s not a popularity contest, but…
600 million Over
total users across the network have shared Playbuzz content more than 10,000 years
Audiences have consumed Playbuzz content for a total
time of more than
Since January, 2014:
250 million times
![Page 38: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/38.jpg)
How we grew from
0 to 80 millionmonthly active users in 10 months
![Page 39: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/39.jpg)
Initial testing
Invested in growingFB users
Targeted the right audience
Created tailor-made content per segment
Invested in each segment to
Promote on FBPosted content
on reddit
Identified relevant audience on Twitter
to engage with our
content
![Page 40: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/40.jpg)
Result:
We grew from
0 to 15,000visitors in January 2014
![Page 41: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/41.jpg)
And then it happened…
![Page 42: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/42.jpg)
And then it happened…
Before
After
Feb 26, 2014
Feb 27, 2014
![Page 43: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/43.jpg)
The content mania chain reaction
At the time, we had 1 in-house content creator
2005 days after this post was published, more
than
people published content on Playbuzz
13MThose 200 articles
brought in
unique visitors in March
2500
Those 13 million visitors brought
new authors
![Page 44: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/44.jpg)
10,000+
The content mania chain reaction
67M
By the end of June 2014, we had
unique visitors
&content creators
![Page 45: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/45.jpg)
Playbuzz content is optimized based on proprietary analytics
![Page 46: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/46.jpg)
Example: post-publishing item optimization to maximize share rates
I Will Survive
Happy You've Got The Love
Don't Stop Believin'
0
5
10
15
20
25
Average Share Rate: 12.5%
![Page 47: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/47.jpg)
Post-publishing item optimization
I Will Survive
Happy You've Got The Love
Don't Stop Believin'
0
5
10
15
20
25
Average Share Rate: 18%
You’re Beautiful
![Page 48: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/48.jpg)
The “empty format button” hack
Create your own buzz
![Page 49: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/49.jpg)
Less is more
AfterBefore
![Page 50: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/50.jpg)
Titles & Thumbnails - test and tweak
What is yourtrue personality?
What is yoursubconscious personality?
12% 16%
Before After
![Page 51: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/51.jpg)
Titles & Thumbnails - test and tweak
Can you actually passan anxiety screening test?
How high is your anxiety?
10% 18%
Before After
![Page 52: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/52.jpg)
What Makes Playbuzz Different?
![Page 53: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/53.jpg)
Playbuzz is like no other viral content website
Editorial staffUGC
vs.
![Page 54: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/54.jpg)
Playbuzz is like no other content discovery platform
vs.
Content
recommendation
Content creation
![Page 55: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/55.jpg)
Playbuzz is like no other social network
vs.
Social media networks Content optimized for
social media
![Page 56: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/56.jpg)
Playbuzz is like no other digital publishing tool
vs.
Exclusive CMS
solutions
Formats embeddable
in any CMS
![Page 57: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/57.jpg)
YouTube as a model
•Tools for creating and publishing content•A destination website and a platform for 3rd party embeds•Community, discovery and monetization•Optional monetization for 3rd party authors & publishers
![Page 58: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/58.jpg)
Playbuzz is the best of all these worlds
![Page 59: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/59.jpg)
Business Model
![Page 60: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/60.jpg)
Programmatic ad inventory on Playbuzz.com
Your ad here
![Page 61: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/61.jpg)
Inventory on publishers’ embeds of Playbuzz content
Native ads on partner
sites
![Page 62: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/62.jpg)
Native campaigns
![Page 63: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/63.jpg)
Fact Sheet
• Founded: 2012• Officially launched: December, 2013• Headquarters: New York and Tel Aviv• Funding: $850K Seed, $3MM Series A, $12MM Series B• Investors: 83North, Carmel Ventures, TheTime, Rutledge
Vine Capital, Saban Capital Group, FirstTime Venture Capital, Oded Vardi
• Employees: 70 + (June 2015)
![Page 64: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/64.jpg)
Offices across the globe
Tel Aviv
Hamburg
Singapore
LondonNew-
York
Already in operationUp next
LATAM
![Page 65: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/65.jpg)
Press Quotes
“The Social Content Sensation Of The Year”
“In November [2014], Playbuzz surpassed the Huffington Post and BuzzFeed as the most-shared site on Facebook.”
“At a time when publishers and platforms can’t seem to swim in their own lanes, PlayBuzz is a notable exception.”
“One of the hottest digital properties, a site that has in just months built the kind of appeal others would be happy with in a decade…”
“Imagine if you could build a website that would beat the top publishers at their own game within 10 months of launching. That’s what Playbuzz did.”
“Meet Playbuzz, the Platform Leveling the Content-Creation Playing Field.”
![Page 66: INADEM Conference 2015: The Shifting Media-Consumption Landscape](https://reader035.vdocuments.us/reader035/viewer/2022062522/589e25441a28ab5c128b4693/html5/thumbnails/66.jpg)
Thank You!