Big Data - the new oil for publishers

Big Data - the new oil for publishers Mikal Rohde, EVP Cxense Bergen, Norway, October 17, 2013

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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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• Consumers go online – new business models being defined

• Everything (TV, news, music, games, etc.) goes online too

• Online goes mobile, with unprepared advertisers and media

• Consumer insight (a.k.a. Big Data) is becoming critical – Great user experiences

– Effective advertising and e-commerce

• Online advertising value chain controlled by a few large players, who also controls the data? – Media companies losing track of the advertising sales process

– Online advertising prices pushed down for publishers, but not necessarily higher ROI for advertisers. Why?

Some key market trends

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Vision

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… 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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Publishers have different options – external network or full control?

Choices with big consequences!

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NOT FOR DISTRIBUTION IN THE UNITED STATES, EXCEPT PURSUANT TO APPLICABLE EXEMPTIONS FROM THE REGISTRATION REQUIREMENTS OF THE U.S. SECURITIES ACT

Why do this guys so interested to get the knowledge of the audiences?

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The ad network sales says:

„Pay no attention to the publishers behind the curtain»

Stéphane Pere, VP-Head of The Economist Group Business

“It is all about audience”

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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

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Cxense platform can solve this issues!

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User insight

Actionable applications

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Knowing your audience is key to success

Brand affinity and protection

Flexible advertising products

Interest and intent Demographics

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Content is King

Deep semantic profiles of content

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User insights

TAXONOMY MAPPING

CONTENT PROFILES

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Engage and monetize – actionable application

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Actionable ads and c0ntent

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Build and report audience segments

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Good insights enable more measurable ROI

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