how extraordinary insight can grow your audience, page views, & ad income by cxense
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Mikal Rohde's presentation from the “Harnessing Audience Analytics: Turning big data into revenue“ SFN Forum at the WAN-IFRA World Publishing Expo in Berlin October 2013, discussing how publishers can use extraordinary insight to grow their audience, the page views & the advertising income - lessons from leading publishers that Cxense works with around the world.TRANSCRIPT
"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 !
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