how extraordinary insight can grow your audience, page views, & ad income by cxense

"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

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The publishing industry is facing

unparalleled levels of complexity,

dynamic change and pressure

to innovate

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A tremendous shift in access and control

Content

access

Open

Limited

Passive Involved

Customer media control

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• 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

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• 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 !

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User insights

TAXONOMY

MAPPING

CONTENT

PROFILES

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Engage and monetize – actionable application

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Publishers have different options – external network or full control?

Choices with big consequences!

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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

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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

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