content & commerce: the digital cronut (ben lerer, sxsw)

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

It’s the BEST TIME EVER tostart a digital media company.

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

MOBILE

Social

BroadbandAmazon Web Services

Modern Publishing Tools

Google/Search

Smartphone Proliferation

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

There is a big UNTAPPED OPPORTUNITY in digital media.

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Currently Tapped Revenue Streams:

1. Advertising

2. Subscription

3. Events

4. Licensing@BENJLERER

@THRILLISTMEDIA #DIGICRONUT

Let’s Look Closer:

1. Advertising2. Subscription

3. Events

4. Licensing

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

UNLIMITED INVENTORY

Digital Ad Inventory > Advertiser Demand

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

BRANDS ARE PUBLISHERS

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Mass Reach / Direct Response SolutionsConsume Majority of Ad Dollars

FACEBOOK

ProgrammaticGoogle

Ad Networks

Pinterest

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

When Traditional Media worked, it didn’t have this problem

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Advertising Spend:Online vs. Offline

(this will continue…)

2011 2012 2013 2014 2015 2016 20170

10

20

30

40

50

60

70

PrintDigital

Billions

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Annual Revenue for Digital Publishers

Yearly Revenue0

20

40

60

80

100

120

LESS THAN$100 MILLION

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

A Challenge For Publishers to Overcome

PREMIUM

REMNANT inventory

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Let’s Look Closer:

1. Advertising

2. Subscription3. Events

4. Licensing

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Substantial Subscription Revenueis limited to very few publishers.

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Let’s Look Closer:

1. Advertising

2. Subscription

3. Events4. Licensing

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Let’s Look Closer:

1. Advertising

2. Subscription

3. Events

4. Licensing

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

There is a big UNTAPPED OPPORTUNITY in digital media.

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

COMMERCE!

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

We grew to be aDecent-Sized business

01,000,0002,000,0003,000,0004,000,0005,000,0006,000,0007,000,0008,000,0009,000,000

2006 2007 2008 20092005@BENJLERER

@THRILLISTMEDIA #DIGICRONUT

“Streetwear's bold styles and outlandish patterns either grab you immediately or they don't – no one's ambivalent about a Playa's Club gold-studded teal sleeveless hoodie. Make the call and move on, with Jack Threads.”

Thrillist Boston – October 9, 2008

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

READERS

BUYERS

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Huge Increase in Lifetime Value

Shitloadof Value

No Value@BENJLERER

@THRILLISTMEDIA #DIGICRONUT

80% commerce

20% advertising

Massive Commerce Business

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

We DON’T have this problem

PREMIUM

REMNANT inventory NATIVE commerce

PREMIUM

Typical DigitalPublisher

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

$100M+EXPECTED 2014 SALES

2M+PACKAGES TO BE SHIPPED IN 2014

Source: Internal

Huge Increase in Lifetime Value

$3-$20Premium Brand

RPM

$100+Thrillist Media

RPM

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Yearly Revenue0

20

40

60

80

100

120

LESS THAN$100 MILLIONMORE THAN

$100 MILLION

Annual Revenue for Digital Publishers

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

The Kicker:Understanding purchasing behaviorsalso makes for a better ad product

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

1M+Credit Cards

on File

7M+Logged In

Users

2M+Packages to beShipped in 2014

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

There is a big UNTAPPED OPPORTUNITY in digital media.

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

You can do it!

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

You can do it!

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

You can do it!

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT

Thank You.You are my ONLY friends.

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT