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10_– 12 October 2011, Vienna, Reed Messe Wien
Session: Innovative AdvertisingTitle: Turning trust into moneySpeaker: Grig Davidovitz, CEO, RGB Media, Israel
Media Port
TURNING TRUST INTO MONEYA NEW REVENUE MODEL FOR
ONLINE NEWSPAPERS
Grig DavidovitzOctober 2011
Mittwoch, 12. Oktober 2011
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Doesn’t try to blindly convert eyeballs into money
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Doesn’t try to blindly convert eyeballs into moneyDeveloped a revenue model that is connected to it’s core business and unique advantage: SEARCH
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Doesn’t try to blindly convert eyeballs into moneyDeveloped a revenue model that is connected to their core business and unique advantage: SEARCH
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Doesn’t try to blindly convert eyeballs into moneyDeveloped a revenue model that is connected to their core business and unique advantage: SEARCHThe principle: “We know what you’re searching for, and we can match the best ads for your search”
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Newspapers
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Newspapers
The need: to develop an revenue model that leverages the core business/unique advantage of newspapers.
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What is the newspapers’ core business/unique advantage?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What is the newspapers’ core business/unique advantage?
C R E D I B I L I T Y
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
“Truth agents” of the society (core business).
What is the newspapers’ core business/unique advantage?
C R E D I B I L I T Y
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
“Truth agents” of the society (core business).
What is the newspapers’ core business/unique advantage?
A primary source of information about the world (core business).
C R E D I B I L I T Y
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
“Truth agents” of the society (core business).
What is the newspapers’ core business/unique advantage?
A primary source of information about the world (core business).
More credible than most other sites (unique advantage).
C R E D I B I L I T Y
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
First question: What is the best value for money in the category?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
First question: What is the best value for money in the category?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
First question: What is the best value for money in the category?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
First question: What is the best value for money in the category?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Newspapers: best agents to answer the first question
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Newspapers: best agents to answer the first question• Have credibility
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO juice
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO juice
After answering the first question - answer the next
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Integrating newspapers in the customer’s cycle
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
First question: What is the best value for money in the category?
Third question: How can I buy?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO juice
After answering the first question - answer the next
Reader → Consumer = Revenue
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How can credibility be turned into revenue?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO power
After answering the first question - answer the next
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO power
After answering the first question - answer the next
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO power
After answering the first question - answer the next
First question: What is the best laptop?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO power
After answering the first question - answer the next
First question: What is the best laptop?
Google - Searches/month in the US
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO power
After answering the first question - answer the next
First question: What is the best laptop?
Google - Searches/month in the US
Best laptop: 246,000
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO power
After answering the first question - answer the next
First question: What is the best laptop?
Google - Searches/month in the US
Best laptop: 246,000Laptop reviews: 110,000
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Newspapers: best agents to answer the first question• Have credibility• Have the information/methodology to obtain it• Have the SEO power
After answering the first question - answer the next
First question: What is the best laptop?
Google - Searches/month in the US
Best laptop: 246,000Laptop reviews: 110,000Laptops: 1,830,000
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
First question: What is the best laptop?
Google - Searches/month in the US
Best laptop: 246,000Laptop reviews: 110,000Laptops: 1,830,000
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
First question: What is the best laptop?
Google - Searches/month in the US
Best laptop: 246,000Laptop reviews: 110,000Laptops: 1,830,000
Solution: create landing pages according to the users’ queries
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
First question: What is the best laptop?
Google - Searches/month in the US
Best laptop: 246,000Laptop reviews: 110,000Laptops: 1,830,000
Solution: create landing pages according to the users’ queries
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
First question: What is the best laptop?
Google - Searches/month in the US
Best laptop: 246,000Laptop reviews: 110,000Laptops: 1,830,000
Solution: create landing pages according to the customers’ queries
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
First question: What is the best laptop?
Google - Searches/month in the US
Best laptop: 246,000Laptop reviews: 110,000Laptops: 1,830,000
Solution: create landing pages according to the customers’ queries
(Once establishing brand recognition, users will also start coming directly to the review section)
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Second question: What is the best price for the products/services recommended?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Solution: different ecommerce links, including links from price comparison sites
Second question: What is the best price for the products/services recommended?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Third question: How to buy?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Third question: How to buy?
Solution: Monetization links
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Third question: How to buy?
Solution: Monetization links
1. Price comparison
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Third question: How to buy?
Solution: Monetization links
1. Price comparison
2. Amazon and other affiliates
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Third question: How to buy?
Solution: Monetization links
1. Price comparison
2. Affiliates (Amazon)
3. Contextual ads (AdSense, etc)
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
An example
How can credibility be turned into revenue?
Third question: How to buy?
Solution: Monetization links
1. Price comparison
2. Affiliates (Amazon)
3. Contextual ads (AdSense, etc)Highly effective - not everybody buys!
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
How to create the content?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already created
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already createdBest theater shows, according to the existing expert ranking
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already createdBest theater shows, according to the existing expert ranking
3. Ask your expert to create the content
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already createdBest theater shows, according to the existing expert ranking
3. Ask your expert to create the contentWhat are the best laptops?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already createdBest theater shows, according to the existing expert ranking
3. Ask your expert to create the contentWhat are the best laptops?
4. Aggregate
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already createdBest theater shows, according to the existing expert ranking
3. Ask your expert to create the contentWhat are the best laptops?
4. Aggregate
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already createdBest theater shows, according to the existing expert ranking
3. Ask your expert to create the contentWhat are the best laptops?
4. Aggregate
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already createdBest theater shows, according to the existing expert ranking
3. Ask your expert to create the contentWhat are the best laptops?
4. Aggregate
5. Buy it
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already createdBest theater shows, according to the existing expert ranking
3. Ask your expert to create the contentWhat are the best laptops?
4. Aggregate
5. Buy it
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already createdBest theater shows, according to the existing expert ranking
3. Ask your expert to create the contentWhat are the best laptops?
4. Aggregate
5. Buy it
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already created
Best theater shows, according to the existing expert ranking
3. Ask your expert to create the contentWhat are the best laptops?
4. Aggregate
5. Buy it
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Many times it already exists
How to create the content?
... but - is this the right headline?
2. Rearrange information that was already created
Best theater shows, according to the existing expert ranking
3. Ask your expert to create the contentWhat are the best laptops?
4. Aggregate
5. Buy it
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?
Monetization widget
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?
Monetization widget
Every article with relevant products/services has a monetization widget that enables users to act on what they read
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?
Monetization widget
Every article with relevant products/services has a monetization widget that enables users to act on what they read
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?
Monetization widget
Every article with relevant products/services has a monetization widget that enables users to act on what they read
Fly to PortoExpedia - from 195
BA - from 295
IBERIA - from 255
Packages to Porto
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?
Monetization widget
Every article with relevant products/services has a monetization widget that enables users to act on what they read
Fly to PortoExpedia - from 195
BA - from 295
IBERIA - from 255
Packages to Porto
Experiment: 2% click through rate (+ 5% conversion rate)
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?
Monetization widget
Every article with relevant products/services has a monetization widget that enables users to act on what they read
Fly to PortoExpedia - from 195
BA - from 295
IBERIA - from 255
Packages to Porto
Aggressive AdSense implementation
Experiment: 2% click through rate (+ 5% conversion rate)
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?
Monetization widget
Every article with relevant products/services has a monetization widget that enables users to act on what they read
Fly to PortoExpedia - from 195
BA - from 295
IBERIA - from 255
Packages to Porto
Aggressive AdSense implementation
Experiment: 2% click through rate (+ 5% conversion rate)
But... Accidental consumption is NOT the main stream of revenue
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?
Monetization widget
Every article with relevant products/services has a monetization widget that enables users to act on what they read
Fly to PortoExpedia - from 195
BA - from 295
IBERIA - from 255
Packages to Porto
Aggressive AdSense implementation
But... Incidental consumption is NOT the main revenue stream
Experiment: 2% click through rate (+ 5% conversion rate)
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
What about existing actionable content?
Monetization widget
Every article with relevant products/services has a monetization widget that enables users to act on what they read
Fly to PortoExpedia - from 195
BA - from 295
IBERIA - from 255
Packages to Porto
Aggressive AdSense implementation
Not enough!
But... Incidental consumption is NOT the main revenue stream
Experiment: 2% click through rate (+ 5% conversion rate)
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
AdvantagesTurning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
1. Creating a new, substantial revenue stream
Average online newspaper RPM in US: $8-10
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
1. Creating a new, substantial revenue stream
Average online newspaper RPM in US: $8-10Average review site RPM in US: $40
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
1. Creating a new, substantial revenue stream
Average online newspaper RPM in US: $8-10Average review site RPM in US: $40
In some verticals (online brokers, fitness equipment): over $100
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
1. Creating a new, substantial revenue stream
On top of display!
Average online newspaper RPM in US: $8-10Average review site RPM in US: $40
In some verticals (online brokers, fitness equipment): over $100
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
Pay per View
2. Diversifying the monetization model
Pay per Click Pay per Action
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
Pay per View
2. Diversifying the monetization model
Pay per Click Pay per Action
The risk for the advertiser
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
Pay per View
2. Diversifying the monetization model
Pay per Click Pay per Action
The risk for the advertiser
Maximal
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
Pay per View
2. Diversifying the monetization model
Pay per Click Pay per Action
The risk for the advertiser
Maximal
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
Pay per View
2. Diversifying the monetization model
Pay per Click Pay per Action
The risk for the advertiser
Maximal ZERO!
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
Traditional revenue sources
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
Traditional revenue sources
Advertising pie
15%
15%
70%
Online - GoogleOnline - othersAll the rest
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
Traditional revenue sources
Advertising pie
15%
15%
70%
Online - GoogleOnline - othersAll the rest
+ Selling information
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
Traditional revenue sources The new revenue model
Advertising pie
15%
15%
70%
Online - GoogleOnline - othersAll the rest
+ Selling information
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
Traditional revenue sources The new revenue model
Advertising pie
15%
15%
70%
Online - GoogleOnline - othersAll the rest
+ Selling information
98%
2%
Sales pie
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Creating a new, substantial revenue stream
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Creating a new, substantial revenue stream
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
4. Solving one of the biggest problems online: too much information to choose from
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Creating a new, substantial revenue stream
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
4. Solving one of the biggest problems online: too much information to choose from
What is the best laptop for me?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Creating a new, substantial revenue stream
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
4. Solving one of the biggest problems online: too much information to choose from
What is the best laptop for me?
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
1. Creating a new, substantial revenue stream
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
4. Solving one of the biggest problems online: too much information to choose from
What is the best laptop for me?
?Who can I trust
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
4. Solving one of the biggest problems today: too much information to choose from
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
4. Solving one of the biggest problems today: too much information to choose from
5. Improving the user experience
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
4. Solving one of the biggest problems today: too much information to choose from
5. Improving the user experience
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Advantages
2. Diversifying the monetization model
3. Access to a new pie: the sales pie
4. Solving one of the biggest problems today: too much information to choose from
5. Improving the user experience
I wanna buy this book!
1. Creating a new, substantial revenue stream
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
CNET
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
CNET
Fashion Telegraph
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
It starts happening...Consumer Search was acquired by The New York Times for 33 million dollars
The New York Times holiday gift guide
CNET
Fashion Telegraph
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
(if it were a newspaper)
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011
TURN TRUST INTO MONEY
A NEW REVENUE MODEL FOR
ONLINE NEWSPAPERS
(if it were a newspaper)
Turning Trust into Money: A New Revenue Model for Online Newspapers | Grig Davidovitz
Mittwoch, 12. Oktober 2011