9. Fastest Growing New/Enhanced Revenue
Streams For Your Business
• Digital marketing has some of the best attribution
tools so the rise of People or audience based
targeting is not a surprise. Programmatic & Native
have been growing because of the viewability and
banner blindness issues.
• Better programmatic optimization both in the US
and Internationally, where we have a large portion of
our online traffic.
10. Fastest Growing New/Enhanced Revenue
Streams For Your Business
• Data driven products, specifically audience-based
marketing
• Brand direct programmatically served, contextually
differentiated high impact media.
11. Fastest Growing New/Enhanced Revenue
Streams For Your Business
• Video
• Private Marketplaces
• Events – up 20%
• Monetization of branded content via distribution
and data
12. The Greatest Contraction of Revenue?
• Print
• Traditional agency models - agency fees are
commoditized, highly saturated, and value of
services is often questioned
• Direct/agency-purchased display media is declining
precipitously and demanding more and more
targeting and value - add further compressing
margins. This business should further decline within
next 18 months.
13. The Greatest Contraction of Revenue?
• Traditional Direct sales. Marketers are taking
advantage of the technology to deliver the promise
of right ad at right time to right person. Direct [sales]
does sell PMPs but I’d say our direct sellers are
behind in adopting programmatic.
• Our subscription revenue has flat-lined and even
dipped. We need to create better reasons for people
to subscribe to certain services.
14. Google/Facebook Frenemies: More Friend Or
Enemy Lately?
• Our Google relationship borders on Mean Girls. They
don’t help, but boy can they hurt us. We can’t
exactly bite the hand that feeds us but boy I wish we
could.
• I would call them more of a friend. We have tried to
manage the ever changing “rules” that FB and
Google implement while looking to work with them
more on some of the emerging technologies like
360/VR.
15. Google/Facebook Frenemies: More Friend Or
Enemy Lately?
• In B2B perhaps more friendly when we access their
inventory via partners.
• Enemy for anyone who is stuck on a traditional digital
content publishing model. Particularly problematic for
traditional editorial, sellers and marketers. Short term
margin compression for publishers is pushing all these
functions to learn new behaviors daily and to do more
with less.
• We rely heavily on Facebook’s inventory and API. Always
friendly.
16. Most Over-Hyped Buzzword
• ‘Influencer Marketing’ is over used, but not over
hyped. There is good reason for the buzz, but
I believe there are many agencies and fulfillment
providers who are not fully capturing the
effectiveness of Influencer/Branded Content
Marketing.
• “Fake news.” It is taking away from the solid news
organizations and the good work that they do.
17. Most Over-Hyped Buzzword
• “Branded content.” Its just a fancy name for infomercials.
It undermines quality journalism and confuses readers. In
this day and age of "alternative facts" branded content
needs to be very clearly delineated. Many pubs blur the
edit/ad line a bit too much - particularly on Social.
• OTT is often used to describe magical future state of one's
video strategy without enough contemplation for actual
user utility.
• “Data is the oil of the 21st century”