rethinking media & marketing for the connected era: ahaa "thinking under the...
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Reimagining Media & MarketingFor the Connected Era
Presented by Adam OstrowChief Strategy Officer, Mashable
• Joined Mashable in 2007 as Editor in Chief.
• Authored 2,500+ articles for Mashable.
• Oversee content, bizdev and monetization strategy at Mashable..
Introduction
The consumption, distribution and monetization models of media are being radically disrupted.
The State of Digital Media: 2005• There was no iPhone
• There was no YouTube
• There was no Twitter
• Facebook was college-only
• iTunes downloads: 250 million
• Mashable’s traffic: 60%+ via search
• Online ad revenue: $12.5 billion (US)
Also In 2005 …
The State of Digital Media: 2013
• Half of mobile users own smartphones
• YouTube: 3 billion video views/day
• Twitter: 400 million tweets per day
• Facebook: 1 billion users
• iTunes downloads: 25 billion
• Mashable’s traffic: ~ 30% via search
• Online ad revenue: $36.6 billion/yr
Digital Is Driving Media & Culture
Connected devices are profoundly changing the way people consume content.
Connected Devices Growth
By 2017, 1 in 5 tablets andsmartphones in the U.S. will be purchased by Hispanics.* Zpryme
* IDC
Mashable’s Mobile Audience
Mashable is now access by more than 2,500 unique devices each month!
• Mobile traffic to Mashable has grown by 180% since 2010.
• Mobile now represents 1/3rd of Mashable’s audience.
• Rise of larger smartphones and smaller tablets = more screen sizes than ever.
Mashable grew 7.5x faster on mobile devices than on desktop
in 2012.
Rapid Mobile Growth
Hispanics Are Extra Mobile
TVs Cars Outdoor
KitchenHealth Fashion
Connectivity Impacts Everything
Social media is evolving to meet the needs of mobile consumers.
• Smaller screen sizes reward brevity and visuals.
• Device functionality = new social functionality (camera, GPS, etc.)
• Mobile serves as a “second screen”
• The majority of Facebook and Twitter users are on mobile.
Mobile Changes Everything
Even Moreso With Hispanics
1 of 5 Hispanics prefer to access social networks on
their smartphone
Mobile/Visual Social Networks
Facebook Twitter
Facebook & Twitter Go Visual Too
The Power of Visuals
Photos lift engagement by 8x on Mashable’s Facebook Page!
Mobile and social have leveled the playing field across all forms of media.
Self-Publishing Goes Mainstream
When do you think we'll be able to shoot full movies on a cell phone in good quality?
“I think we're very, very close. The power of the computers inside your smartphone is incredible and can do tremendous things.”
-- Danny Boyle, Director
Low-Cost Production
MoviesGaming
Financed By Fans
TV Music
TV
Rent Vs Own Models
Hispanics Are Watching Mobile Video
… And Paying For It
Theaters
Demand-Based Distribution
TV
Local TV
Data-Driven News Gathering
Mobile and social have required Mashable to rethink its business.
Mobile Monetization Gap
• Mobile: Responsive design optimizes content and ads.
• Social: Content is organized by social velocity.
• Visual: Images are shared 2X more than links.
The New Mashable
• Ads live in-stream
• Ads are optimized for every screen size
• Ads are sold across every platform
• Infinite scroll eliminates “below the fold” placements
• Ads are content
Rethinking Display Advertising
• Record traffic: 25MM unique visitors, 120MM pageviews
• Pages per visit on mobile up 85%
• Time spent on mobile up 30%
• Performance on mobile ads improved 2-3x
• Performance on desktop ads up 2x
Delivering Results
Brands are turning to content to win in today’s digital landscape.
Content Is Top Priority For Brands
THEN NOW
10M Livestreams
300K Likes
34M Views
Brands As Content Creators
•Content lives in the stream
•Content gets shared by social media users
•Content helps build following and engagement
•Content + social is the future of search
•Content is inherently cross-platform
•Content + native advertising drives performance
Why Content?
Evolving Social Algorithms
Allfacebook.com
SponsoredStories
PromotedTweets
PromotedVideos
Native Ads: The Biz Model of Social
"With Promoted Tweets, we've seen engagement rates from 1 to 3 percent on average. On mobile, the engagement rates are even higher."
“As measured by click-through rates, Sponsored Stories in News Feed perform multiple times better on both desktop and mobile than ads in the right-hand column.”
“What we find is that when you’re in that content, you get far superior click-through rates. We’ve seen three to five times as high.”
Native Ads = Higher Engagement
Mashable helps brands become content creators and optimize social distribution.
Female Founders Series Leaders in Digital Series Tails and Rails
What’s Inside Extraordinary EntrepreneursSeries
Global Innovation Series
Brands And Readers Win
•50,000+ video streams
•Average viewer watched 3 mins, 15 secs
•53,000+ social shares across multiple platforms
•4,200+ Tweets of custom hashtag #BehindTheLaunch
Engaging Experiences
For the launch of IE9, Microsoft sponsored the original 16-episode docuseries “Behind the Launch” on Mashable.
Lifts Performance of Creative
Pairing creative with content and community provided significant lift in campaign performance:
•+305% on article pages
•+250% on voting platforms
•+102% on co-branded units
(As measured in awareness study)
Mashable Lift Units get 1.5-2.5% CTRs
Mashable Custom Content gets 50% more engagement than organic content.
Improves performance of display ads by 2-3x
Custom Content + Native Ads
… And Powering Brand Channels
Real-time marketing is the next evolution of mobile, social and native advertising.
Taking Advantage Of Opportunities
Being Relevant To The Conversation
Photo VideoVine
Mashable Social Lift
Here’s what to do next …
•Design for an optimal experience on every device.
•Develop an expertise in speaking to your brand’s values; not just its products.
•Create content that drives engagement across social platforms.
•Organize your teams to take advantage of real-time marketing opportunities.
•Amplify your brand assets with native advertising solutions.
5 Keys to Success
