omeda - the future of advertising, subscriptions, and content. … · 2019. 5. 7. · brands are...
TRANSCRIPT
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April 30, 2019 OX3
The Future of Advertising, Subscriptions, and Content. What Do Advertisers and Your Audience Want — and How Should Media Respond?
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YEARSBOLD
Serving the brand marketing community since 1979
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BETTER THAN EVER!
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THE FUTURE OF ADVERTISING,
SUBSCRIPTIONS AND CONTENT
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THE FUTURE OF MEDIA
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THE FUTURE IS AUDIENCE
Audience is King
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BUT WE NO LONGER HAVE EXCLUSIVITY OR SCALE
Where are the Media
Companies???
https://www.similarweb.com/top-websites/united-states
* In the US and excludes Porn Sites
Top 10 Most Popular Websites*• Google• YouTube• Facebook• Amazon• Reddit• Yahoo• Wikipedia• Twitter• Ebay• Netflix
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BUILDING AUDIENCES: MORE THAN A MEDIA COMPANY
How To Build Audiences in 2019?
Experiences Communities Intelligence
• Content (Hire great journalists)• Packaging (Digital, Print,
Newsletter)…• Events
• Macro/Niche (Advertising)• Micro/Ultra Niche (Media Buyer)• Personalized and Relatable
• Breaking News• Insight• Foresight• Education
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SUCCESSFULLY COMPETING REQUIRES UNDERSTANDING
TRENDS
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1. MEDIA IS MORE VALUED AND TRUSTED
Consumers are turning to traditional media to fact-check reports and claims amid a chaotic and confusing news
environment
26%
40%
2017 2018
Consume traditional news weekly or more, and share
Edelman's 2019 Trust Barometer.
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2. MEDIA COMPANIES CAN’T SURVIVE ON AD DOLLARS ALONE
Expanding Business Models• Pivot to Commerce• Pivot to Registrations• Pivot to Events• Pivot to Education• Pivot to Paid• Pivot to Intelligence (Data)
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2. MEDIA COMPANIES CAN’T SURVIVE ON AD DOLLARS ALONE
Expanding Business Models• Pivot to C ommerce• Pivot to R egistrations• Pivot to E vents• Pivot to E ducation• Pivot to P aid• Pivot to I ntelligence (Data)
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Strategy not Pivots
Expanding Business Models• Pivot to Commerce• Pivot to Registrations• Pivot to Events• Pivot to Education• Pivot to Paid• Pivot to Intelligence (Data)
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3. DATA IS A DIFFERENTOR AND A BUSINESS DRIVER
Collect
Organize
Use It
Not Acceptable to “Kind of Know Your Audience”
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DATA IS A DIFFERENTOR AND A BUSINESS DRIVER
The Adweek Audience Cloud has generated a:
• 5x increase in our C-Suite audience
• 322% increase in known users
• 110% increase in subscription revenue*
• 50% increase in editorial newsletter subscribers
* YOY based on March 2019 v. 2018
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BRANDS ARE SPENDING ON AUDIENCE DATA
78% Of Brands Expect To Spend More On Data In 2019
Source: IAB: The Outlook for Data 2019: A Snapshot Into the Evolving Role of Audience Insight.
$19B
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VALUE OF DATA WILL INCREASE
62.0% of respondents said that improving audience segmentation to support
better ad targeting was one of their top
campaign management priorities
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4. OWN YOUR AUDIENCE
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4. OWN YOUR AUDIENCE
March 12
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4. OWN YOUR AUDIENCE
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4. OWN YOUR AUDIENCE AND COMMUNITY
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5. CHANGE IS A CONSTANT ( Be Prepared for More)
$31 billion since 2006, due
disappearance of advertising
Legislation
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5. CHANGE IS A CONSTANT ( Be Prepared for More)
Legislation
EU
The ‘upload filter’ and ‘link tax’ will soon become law in EU nations
• Article 11 lets publishers charge
platforms like Google News when
they display snippets of news
stories
• Article 17 (gives sites like YouTube
new duties to stop users from
uploading copyrighted content.
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5. CHANGE IS A CONSTANT ( Be Prepared for More)
PrivacyRegulation
$57 Million
Set Aside by Facebook for FTC Privacy Violations
Fine French regulators leveled on Google (GDPR)
$3 Billion
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5. CHANGE IS A CONSTANT ( Be Prepared for More)
JudicialAction
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5. CHANGE IS A CONSTANT ( Be Prepared for More)
The Economy
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HOW DO BRANDS PERCEIVE
MEDIA PUBLISHERS?
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HOW DO BRANDS PERCEIVE PUBLISHERS
BRAND SAFETY – IS AN ISSUE, BUT AUDIENCE IS KING
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THANK YOU!