josh luger - mumbrella keynote - october 2015

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How publishers can adapt, thrive, and make money in the age of digital disruption Josh Luger October 2015 @joshluger

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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.