a user centric vision for publishers
DESCRIPTION
Technologies for online news publishers to maximise the value of their unique visitors: intelligent advertising, alerting and decision support system for newsrooms, audience analysis and profiling. We help publishers increase readers' engagement with their websites and grow revenue streams.TRANSCRIPT
Copyright © 2013 – Neodata Group, All rights reserved 1 1
Intelligent technologies for optimized content delivery Intelligent technologies for optimized content delivery
Copyright © 2013 – Neodata Group, All rights reserved 2 2
§ Founded in 2003 with an emphasis on data-‐mining and ad-‐serving • 35 full-‐Cme employees in Catania, Milan, Belgrade &
Los Angeles • Awarded FIT innovaCon fund prize (€ 450k) in April
2011 • Closed €2.5M VC round to support worldwide
expansion in Dec. 2011
§ Serves around 20% of Italy’s online adverCsing
“Neodata is a partner, not a supplier” – La Repubblica
Copyright © 2013 – Neodata Group, All rights reserved 3 3 3
Copyright © 2013 – Neodata Group, All rights reserved 4 4
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Take advantage of the many revenue streams that individuals can provide
Subs
crip
tions
Advertising
User Data
App Do
wnlo
ads
E-commerce Purchases
Paywall Registrations
Deployment of user data for commercial or
research purposes
User response to adverCsing
User response to solicitaCons and engagement with
content
$
$
$
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User • IdenCfy & categorize the individual user
Content • Classify the publisher’s digital assets
Offer • Analyze & idenCfy the best content for the user
Delivery • Serve targeted content to the user through the best channel
User feedback and response is used to continually optimize this process
Copyright © 2013 – Neodata Group, All rights reserved 7 7
Data Sources
Customer Base
Normalization Engine
CRM DB
WEB BROWSING
MOBILE and APP BROWSING
PAY TV SET TOP BOX SMART TV
XBOX and other devices
DEM
Social activity
DB meta info ContenuC
Inference Engine
Demographics
Content Interests
User Behavior
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Data Sources
DB meta info Contents
ANALISI DEI CONTENUTI • SemanCc Analysis • ClassificaCon into
commercial categories
• CorrelaCons • …
CRM DB
WEB BROWSING
MOBILE and APP BROWSING
PAY TV SET TOP BOX SMART TV
XBOX and other devices
DEM
Social activity
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Subs
crip
tions
Advertising
User Data
App
Downlo
ads
E-commerce Purchases
Paywall Registrations
Audience Analysis clustering and profiling, down to individual level
Newscurve AlerCng and recommendaCon system to opCmize website layout and increase engagement with content
Recommenda4on widgets to address a variety of engagement objecCves – delivery is customizable
down to individual level
ad.agio intelligent adver4sing
a customizable ad server for targeted adverCsing on any device, -‐
including set top boxes
VideoMax RecommendaCon widget
to grow video ad inventory
XY Factor gender definiCon widget
Paywall simulator to predict impact of paywall adopCon on audience behavior
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§ Newscurve is a real-‐Cme aler4ng and decision support system for online publishers § How it works:
1. Newscurve records and analyzes the acCons of your visitors and the performance of your published content
2. Compares this with the historical performance of your site to idenCfy significant deviaCons 3. Alerts you of important events taking place on your website by email, browser extension or
smartphone applicaCon
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§ Newscurve helps answer everyday editorial quesCons like: • What’s the best story to move to the homepage right now? • Does this story resonate with my readers? • Do I need to provide minute-‐by-‐minute coverage on this topic? • Is this arCcle in the opCmal posiCon on my website? • Does this content need to be replaced by fresher material? • Which stories are performing well in social networks?
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§ React quickly to what is happening on your site -‐ no maher where you are or what you are doing
§ Access story-‐centric, publisher analyCcs that take into account the posiCon and locaCon of content within your property
§ Understand how your content is performing both within your site and on social networks
§ Customize alerts for your specific needs • Set priority levels for each alert (low, medium, high) • Determine the device each alert is sent to (email, browser extensions, smart
phone applicaCons) • Route alerts to specific organizaConal roles (editors, social media mangers,
SEO specialists, journalists) § Reduce the number of dashboards you have to look at and focus on
what’s most important – creaCng great content! § Have the knowledge to create an engaging experience for your readers
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CTR >5%
Visitor A • Registered Repubblica.it user • Coming from Google search • Served normal display ad
Visitor B • Not registered on Repubblica.it • “Like” Repubblica on facebook • Coming from facebook • Served registraCon campaign
§ IdenCfied a group of frequent visitors that had “liked” La Repubblica’s Facebook Fan page but had not registered for a La Repubblica user profile
§ Targeted an invite campaign to these specific visitors to create user profiles
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§ ArCcles • By secCons, topic, author, popularity, social relaConships
§ Lists of recommended contents § Videos § AdverCsements • Banner, rich media, video, sponsored content, daily deals
§ RegistraCon campaigns • Email lists, newslehers, mobile applicaCons, user accounts, paywall subscripCons, Facebook fan pages, etc.
§ Games § …Any piece of content!
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recommended ar4cles adver4sements videos daily deals recommended lists
mobile app downloads games social media campaigns recommended videos registra4on campaigns slideshows
sponsored content
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§ Reads the “Sports” secCon 85% more than average
§ Watches an average of 5 “Sports” videos per visit
§ Lives in Naples and has idenCfied himself as a fan of Naples futbol club
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§ Reads the “Food” secCon 70% more than average
§ Clicks on daily deal adverCsing 25% more than average users
§ 4 of her social connecCons clicked on a restaurant deal adverCsement
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Newsroom editors match arCcles with their audience once a day
Online editors monitor the performance of their content and the acCvity of their audience to make editorial changes
throughout the day
Publishers set rules and editorial guidelines for the curaCon of their
publicaCon and content is delivered in real-‐Cme. This allows publishers to create unique experiences for each
user through its delivery of adverCsing and editorial content
Audiences are dynamic… The demand for content is growing… Publishers are producing more and more content…
Publishers need technology to help manage the editorial process
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Catania - Italy Milan – Italy Belgrade - Serbia Los Angeles - USA [email protected] tel: (310) 656-3282 www.neodatagroup.com