Date post: | 05-Dec-2014 |
Category: |
Technology |
Upload: | cxense |
View: | 3,206 times |
Download: | 1 times |
"How Extraordinary Insight can grow your audience, your page views & your advertising income - lessons from leading publishers around the world"
WAN-IFRA’s World Publishing Expo 2013
Mikal Rohde, EVP, Cxense
2
The publishing industry is facing
unparalleled levels of complexity,
dynamic change and pressure
to innovate
3
A tremendous shift in access and control
Content
access
Open
Limited
Passive Involved
Customer media control
4
• It is a challenging time for media… and journalism
• Huge change in content consumption across
platforms
• Exclusivity for publishers is gone – the users decide
• Content production from new sources, which
traditional channels do not control
• Revolutionary power-shift in the advertiser business,
dilution of publisher revenues
• New distribution of aggregated content is making
revenue generation difficult
• Lack of control is evident
What is really happening out there?
… and it is the users that generate the oil
Big data has become the new oil
6
• 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 !
7
User insights
TAXONOMY
MAPPING
CONTENT
PROFILES
8
Engage and monetize – actionable application
9
Publishers have different options – external network or full control?
Choices with big consequences!
10
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
11
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
Thank you !
Take 1 minute to learn how to make your
online business thrive – see video on: http://www.cxense.com/about/news/1-minute-online-
business-thrive