Media  Industry  in  the  Digital  Age  Tim  Condon  

Director,  New  Ventures  

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Who  owns  digital  adver7sing?  

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0

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10

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25

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2010 2011 2012 2013 2014 2015 2016

Search

Banner ads

Video

Rich Media

Source: eMarketer, Sept 2012

Where  is  the  Money  Spent?  

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Source: Turn, Jun 2013

CPM  Trends  

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So, what is a media company (who happens not to be Google or Facebook) to do?

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Dive deep into an area that you can own. For WaPo this is all about Political Washington

•  PostTV •  BrandConnect •  Heavy targeting to Capitol Hill

Specialize  

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Rise  of  Video  

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Source: Borrell & Associates, 2012

Targeted  Display  

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Experiment  

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•  Each experiment has a P&L and an owner

•  Drive revenues that are not dependent upon digital display (incl. video)

•  Stay within strategic core and leverage Post affiliation

Structure  for  WaPo  New  Ventures  

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What is ServiceAlley?

•  Launched in Jan 2010 as a review based marketplace free to consumers with open access to provider info

•  Added a social recommendation tool called Friendorsements to find home contractors your friends recommend

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Why Home Services?

•  Large industry made up of lots of small businesses

•  Trust is a major issue and WaPo brand can help there

•  Large incumbents with models that predate online social networking

•  Word of mouth the main source of info for most consumers – even before online social networks

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The ServiceAlley vision Answer viewable

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The ServiceAlley vision

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•  Runway •  The ability to invest for a long period of time

•  Mindset •  Invent •  Patience •  Put customers first

What  does  the  Jeff  Bezos  acquisi7on  mean?