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Media & Advertising For The Connected Generation
Presented by @AdamOstrow Chief Strategy Officer, Mashable M
Our humble beginnings:
2005: The Dawn of Social Media M
MySpace Was The Dominant Social Network M
There Was No iPhone M
The Most Viral Moment in Pop Culture M
Mashable and Adam in 2005 M
The declining cost of creating and distributing content allowed Mashable to
punch above its weight
Our Bootstrapped Approach M
Our bootstrapped approach: • No outside capital
• No office space
• 24x7 from the start
• Outsourced sales • Laser focus on analytics
• Investing every dollar in audience growth
Our Approach to Content M
We took technology and social media coverage to the mainstream consumer by creating content that was: • Useful
• Inspiring
• Entertaining
• Accessible
• Outside the bubble
We quickly discovered that our most powerful marketing vehicle was to create
content that people wanted to share
Our Audience Loves to Share M
Social Since the Beginning M
Early and Aggressive to New Social Platforms M
2005 2014
Mashable content is now shared 3x per second!
In 2014, digital culture is mainstream culture.
The Digital World in 2014 M
• More than half of mobile users own smartphones
• Facebook: More than 1 billion users
• Twitter: 400 million Tweets posted every day
• YouTube: 100 hours of video uploaded every minute
• Size of online ad market has tripled ($42B US, 2013)
We’ve grown with social media and technology. In 2014: • 35MM Monthly Uniques
• 15MM Social Followers
• 50% Access on Mobile
• 50% Arrive via Social
Mobile and social are now redefining the way media is created, distributed and monetized
Mobile Is the Primary Way People Connect M
24 billion connected devices by 2020
Understanding Mobile Devices M
Mobile is inherently different: • Smaller screen sizes
• Native functions like camera, GPS and accelerometer
• Different ways to interact with devices (touch, voice, NFC)
• Its own social graph (the address book)
• Extends targeting to previously “dumb” platforms
• Article page is the new homepage
“Accessing social media is the #1 mobile activity today … [and] is users primary way
of accessing social media.” 2013 Adobe Mobile Consumer Survey
Social Networks Are Now Primarily Mobile M
Everyone Is a Creator M
Mobile social media users are creating a staggering amount of content every day: • WhatsApp: 500 million photos
• Snapchat: 400 million Snaps
• Facebook: 350 million photos
• Instagram: 55 million photos
Mobile Social Media Users Are Redefining Journalism M
Smartphones are making “the feed” the standard way to consume media and
advertising
The Feed M
Mashable Is Optimized For the Feed M
Advertising Is Moving to the Feed Too M
The feed is dictating content strategy
On Twitter M
Photos and videos drive the biggest increase in retweets
On Facebook M
Mashable Is Becoming More Visual M
And Creating More Video M
Proprietary data helps us win in the feed and scale our business model
Making Sense of Infinite Data Sources M
Mashable Velocity M
Velocity Powers Social Distribution M
Leveraging Velocity in our social distribution strategy has lead to: • Mashable’s traffic via
Facebook is up 250% yoy
• Mashable’s traffic via Facebook mobile up 475% yoy
• 2x growth in new subscribers/followers across platforms
And Created New Job Titles M
Mashable now employs: • Data Scientists
• Artificial Intelligence experts
• Real-time News Editors
• Dedicated SnapChat storyteller
The feed represents the biggest opportunity in digital advertising
Mobile Advertising Is Quickly Catching Up M
Native Will Be a $5 Billion Industry by 2017 M
Why Native? M
Mashable’s business model is to help brands succeed in the feed
Aligning Brands With Relevant Themes M
Female Founders Series Small Business Solutions Tails and Rails
What’s Inside Styldby Global Innovation Series
Photo Challenge Future of Travel Emerging Tech Hubs
Emirates Boston to Dubai Route M
Capital One America’s Most Social Small Business M
Intel Building the Future Today M
We’re only at the beginning of the mobile + social transformation of media.
The Rate of Change Will Continue to Accelerate M
Consider these stats:
• 38% of 2-year-old use mobile devices
• Average age for first cell phone is now 13
• YouTube reaches more 18-34 year olds than any TV network
But Connectivity Is More Than Just Phones and Tablets M
Screens Will Get Even Smaller M
Smartwatches Speed reading?
New Ways to Track Consumers Will Emerge M
“Pay per gaze” TV That Watches You
Media Is Flattening M
“Formerly separate industries are colliding on the Internet. It’s newspaper vs. magazine vs. broadcast TV vs. cable TV vs. wire service. Now they all compete.” - Marc Andreessen
And Giving Rise to New Power Players M
Some key strategic questions to consider:
How to Survive and Thrive in the Mobile + Social Age M
• Are we in the feed, or in the
periphery? • Is our site optimized for the
screens of today and tomorrow?
• What unique data can we leverage to gain a competitive edge?
• How do we speak to our brand’s values instead of its products?
• What visual assets can help tell our brand’s story?
Thank You!