josh luger - mumbrella keynote - october 2015
TRANSCRIPT
PowerPoint Presentation
How publishers can adapt, thrive, and make money in the age of digital disruptionJosh LugerOctober 2015 @joshluger
2010
2012
2013
2015
A lot has changed in the past five yearsDevicesDiscoveryContentPlatforms
6x increase in mobile usage (now 24% of overall time spent);Mobile devices only ones seeing growth
A lot has changed in the past five yearsDiscoveryContent
PlatformsDevicesFacebook has gone from ~500m MAUs to ~1b DAUs; Multiple platforms that were new or non-existent now have hundreds of millions of users
A lot has changed in the past five yearsContentPlatformsDevicesDiscoveryPlatforms
Discovery has evolved significantly from early days of bookmarking;Social has now surpassed search as #1 source of referral traffic
A lot has changed in the past five yearsContentPlatformsDevicesDiscoveryPlatformsContentDiscovery
New (digital, mobile, social native) content formats have emerged;Led by 16x increase in mobile video consumption (and listicles)
In such a dynamic world, how do you succeed?Always Be OptimizingLook InwardMonetize Passionately
Look Inward WHAT is your mission? WHO is your audience? WHY do you exist for them? HOW do they engage with content?
WHAT WHOWHYHOWBe the dominant political and policy media company in Washington, D.C. Political professionals in D.C.Up-to-the-minute information that helps them do their jobs betterWin the morning; drive the conversation throughout the day
Win the Morning
Drive the ConversationINSTEADOF THISTHIS
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WHAT WHOWHYHOWGive its audience everything it needs to know to start the day Millenial(ish) womenStay informed without having to put in the timeEmail-first product; strong sassy friend voice; loyal community of Skimmbassadors
WHAT WHOWHYHOWTell news and share stories Mobile and social userKeep informed across platformsShort-form videos, all with subtitles
WHAT WHOWHYHOWTell news and share stories Mobile and social userKeep informed across platformsShort-form videos, all with subtitles
Look Inward WHAT is your mission? WHO is your audience? WHY do you exist for them? HOW do they engage with content?
In such a dynamic world, how do you succeed?Always Be OptimizingLook InwardMonetize PassionatelyLook Inward
Always Be OptimizingInnovations must extend to product and engineering.Leverage data and analytics in everything you do.
Packing & Presentation
Page Design
Subscriber Asks
Data Drives Results
Data Drives Results
Page Customization
Off-The-ShelfAnalytical Tools
Always Be OptimizingInnovations must extend to product and engineering.Leverage data and analytics in everything you do.
In such a dynamic world, how do you succeed?Always Be OptimizingLook InwardMonetize PassionatelyLook Inward
Monetize Passionately Look inward again. Respect your audience. There is no one-size-fits-all approach.
Upworthy Whirlpool Perceptions Of Care Collaboration
Effective Native Advertising is:
Unique to your brand Actually additive to user experienceSharablePlatform agnosticHigh-value for advertiser Well-suited for high-touch executions like video
Effective Native Advertising is:
Unique to your brand Actually additive to user experienceSharablePlatform agnosticHigh-value for advertiser Well-suited for high-touch executions like video
Effective premium display is:
More immersive and higher-value than traditional displayIn-feed; not as interruptive as some other ad units
Subscriptions are still alive!
Some content may actually be worth paying forTypically built from successful free productsNeeds to be news (or research or data) you can actually use
Subscriptions are still alive!
Some content may actually be worth paying forTypically built from successful free productsNeeds to be news (or research or data) you can actually use
Monetize Passionately Look inward again. Respect your audience. There is no one-size-fits-all approach.
In such a dynamic world, how do you succeed?Always Be OptimizingLook InwardMonetize PassionatelyLook Inward
New headlines are being written in media all the time.
New headlines are being written in media all the time.
New headlines are being written in media all the time.
The time is now. Always Be OptimizingLook InwardMonetize PassionatelyLook InwardGo write your own headline.