CONTENT EVOLUTION and NATIVE ADVERTISING DMS DIGITAL PARTNERS - - PowerPoint PPT Presentation

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CONTENT EVOLUTION and NATIVE ADVERTISING DMS DIGITAL PARTNERS - - PowerPoint PPT Presentation

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CONTENT EVOLUTION and NATIVE ADVERTISING DMS DIGITAL PARTNERS NETWORKING EVENT| Dubai January, 2014 1 DMS DIGITAL PARTNERS NETWORKING EVENT| Dubai January, 2014 DMS DIGITAL PARTNERS NETWORKING EVENT| Dubai January,

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“CONTENT EVOLUTION and NATIVE ADVERTISING”

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OUTLINE

  • How has the CONTENT category evolved?
  • ‘Snacking’
  • How are global content companies best using digital

channels to create communities and generate revenue

  • Native advertising
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24 HOURS OF ‘SNACKING’

Share of Device Page Traffic for News Category (Weekday) Source: comScore Custom Analytics, U.S.

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“THE CONSUMER”

PRINT

TVNEWS.COM

WWW. PORTALS UGC SEARCH NEWS SITES SMARTPHONE S TABLETS SMART TV’S SMART WATCHES

SOCIAL MEDIA

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SUCCESSFUL EXAMPLES

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‘You either go free and big or pay and go niche.’ ‘We think the sums add up better to go free and BIG’

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  • How did they go huge?
  • Separate company and leadership
  • Investing in the Future!
  • The Mail Online and the Daily Mail have

two different demographics.

  • Mail Online browser: ~32 yrs
  • Print edition reader: ~ 58 yrs
  • Challenges and benefits
  • Global traffic, USA!
  • 8 out of 10 UK visitors, never

bought paper

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Mail Online

  • 2012: £28m
  • 2013: £41m

Daily Mail, Mail on Sunday

  • 2012: £588m
  • 2013: £560m

£13m 48% £28m 5%

MAIL FINANCIALS

Source: Company data

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  • Research found

that one in five people who read the print edition of the Mail has access to a tablet.

  • The average 58-

year-old print reader was embracing tablets.

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"We invested first in the editorial to continue to build the audience," said

  • Mr. Clarke. Now, it's about building the

advertising presence…What's more important to us is growth"

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‘DIGITAL PAY MODEL…MOST SUCCESSFUL DECISION IN YEARS!’

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  • 32,396,000 USA unique visitors
  • ~60,000,000 globally!
  • 700,000 paying subscribers

– Sources: Comscore/NYT Q4 2013

  • Priorities: Going global, native advertising and

VIDEO

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THE FASTEST GROWING CONTENT PLATFORM…

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NO BANNERS!

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NATIVE ADVERTISING

EVOLUTION OF ‘ADVERTORIALS’ IN A WORLD FILLED WITH MANY SCREENS!

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THE MOST SOLD AD FORMAT IN THE WORLD! NATIVE

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FACEBOOK

  • Ads look like user posts
  • Across all devices
  • NATIVE – WITHIN

CONTENT AREA

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Branded Content Web Social Mobile

MULTI-TOUCHPOINTS

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NATIVE GOING MAINSTREAM

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YOUR BRAND

PRINT WWW TVNEWS.COM PORTALS UGC SEARCH NEWS SITES SMARTPHONE S TABLETS SMART TV’S SMART WATCHES

SOCIAL MEDIA

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ALWAYS CUT LEGACY COSTS ENTREPRENEURIAL LEADERSHIP BUILD COMMUNITIES REVENUE DIVERSIFICATION

FUTURE SUCCESS:

4 KEY PRINCIPLES SHARED BY ALL

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THANK YOU