Video Publishing: Transitioning to the Digital Age 15 July 2017

Cannot improve content without

audiences, we will not survive

We must own audience/ data to

refine content and optimise our

revenues

AFFILIATES

Own Audiences

Already moving to own Ad

Sales

AD AGENCIES

Own Audiences

Commoditizing Ad sales

It’s difficult being a Publisher migrating to digital today...

WANT

DUMB CONTENT

WANT

BLIND INVENTORY

Limited view of

content performance

Limited view of ad

performance

So we are forced to build digital strategies out of compulsion

CONTENT

Data

REACH

SALES

Initial Mandate:

• Set up Data and

Programmatic Ad Sales

capability

CONTENT

Data

REACH

SALES

CONTENT

Data

REACH

SALES

Current Need:

• Need to sustain pipeline

for data and ad sales

• Set up Partnerships to

expand reach

Expanded Scope:

• Full-fledged Digital

Product + Content

Strategy across owned

products and digital

syndication

SHORT TERM SUCCESS MEDIUM TERM SUCCESS LONG TERM SUCCESS

Let’s begin from the basics – Digital Publishing is a lot like TV

Audience

REACH CONTENT

SALES

For Digital

it is

Digital Audiences

(DMP)

For TV,

Panel Data

drives all

decision making

and revenue

We have to choose our strategic focus...

Audience

REACH CONTENT

SALES

Each of these is an

“Engine” or Business

Function – we can choose

to retain or outsource them

as we please

So how do we approach Data, Content and Sales?

Audience

REACH CONTENT

SALES

Content is our lifeblood and needs to be

continually tailored based on audience

response and saleability.

Sales is critical to control to get continuous

feedback on financial performance of our

assets, but can be traded away for very few key

partners/ JVs

Audience Data is hygiene for survival, and

immediately needed across partnership/

syndication/ owned products

Before we get to Reach... there are 3 currencies in any

partnership: Content, Audience, and Technology

We have content but a limited

digital audience (and audience

data).

Limited tech stack.

Traditional Video

Publishers

CONTENT AUDIENCE TECH

Digital

Newspapers

CONTENT AUDIENCE TECH

AdTech

CONTENT AUDIENCE TECH

Sales networks

CONTENT AUDIENCE TECH

Social Networks

CONTENT AUDIENCE TECH

Newspapers per definition have

a lot of content and often big

audiences, but may be

interested in premium video as

a niche.

AdTech companies often

provide tech to other partners

being Publishers or

Advertisers. In pure form no

own content and audience

The sales networks business

model is to provide audience

across properties, either

utilizing own tech or using

adtech.

The two big ones are

masters in audience and

tech – but do not own and

produce own content.

Publishers must trade content for Reach and Data (Audience)

Publisher alliances are one defence, but not a real strategy

Publishers that see Facebook and Google as

the main threat can build a moat by forming a

data alliance that will enable them (in theory)

to provide better targeting data in their

market.

It is key to get as many publishers as

possible into the alliance. It will be a “public

goods” game in the market, a defensive

move that will benefit all.

Examples:

- Emetriq

- Nonio

Data Threat

For publishers that focus on increasing

market share the zero-sum game is not

appealing. They can instead choose to form

alliances with select partners in the market to

gain an advantage of scale and take market

share from non-members.

Typically we see these collaborations as

combined sales and data setups.

Examples:

- DUN

- Aunia

- The Pangea Alliance

- Schibsted/ DAX/ Acast – Discovery

partnership

Mkt share Threat

Publishers are scrambling to find a play that will strengthen their

position vs. Google and Facebook AND increase market share

...so let us get to Reach, what are the models available to us?

REACH

CONTROL/ EFFORT/ INVESTMENT

Digital

Syndication

Strategic

Partnership

JVs Owned

Products

Immediate Scale, Tech +

Data Investment, Data

Modeling

Long-term, high

investment, Rich User

Data

Digital publishers need to let go of the “ownership fallacy”

Web

Ocean

Embed

Player

Partn-

ership

Own

App

• Build rich user profiles

• Control user

experience

• Sell ads

• Add behavioural Data

• Build reach

• Add behavioural Data

• Build reach

• Sell ads

• Add behavioural Data

• Build reach

• Sell ads

Own app contributes

only 3-5% of traffic*,

but takes up maximum

investment

Each channel monetized

proportional to reach

Core Identity built off

Own App, extended and

used to sell ads and

refine content

So what does modern Digital Publishing end up looking like?

Own

Products Reach

Partner A

Reach

Partner B

Digital

Syndication

Data/ Identity

Distribution

Ad Sales

Content Flagship e.g.

Olympics,

Kids

Short Form Mid Form

Outsourced

Owned

Flagship

derivatives

JVs

Always

Owned

This demands an entirely new toolkit

WIP: Will display Adobe tools here,

relevant to a publishing ecosystem spread

across owned and syndicated properties