Business Insider. The Path to 100M Users and Beyond. Julian Childs. Managing Director, Business Insider UK

Transcription

1 Business Insider The Path to 100M Users and Beyond Julian Childs Managing Director, Business Insider UK

2 Business Insider: 0-100M Users In Less Than A Decade 100 Millioner Source: BI Internal 2016

3 The key to our success? 3

4 Native digital. 4

5 How? 5

6 Two key components 1. Native Storytelling 2. Distribution 6

7 Why? 7

8 Macro Trends Generational Shifts in Consumption Desktop is Dead. Mobile for Now. 8

9 18-34 Age Group Are Heavily Engaged On Facebook Source: ComScore 9

10 @Margin Advertisers Remain Over-Indexed to Legacy Media Source: Advertising spend based on IAB data for full year Print includes newspaper and magazine. Internet includes desktop 10 + laptop + other connected devices. ~$22B opportunity calculated assuming Mobile ad spend share equal its respective time spent share. Time spent share data based on emarketer 4/16. Arrows denote Y/Y shift in percent share. Excludes out-of-home, video game, and cinema advertising.

11 Publishers are over indexed on monetization of desktop Future growth will be for those that focus on winning mobile 11

12 A Mobile Audience Extensive reach on mobile... 63% of BI UK traffic comes from mobile/tablet 1 3 in 4 UK visitors read BI content on mobile devices (77% UVs) 2 :5mm+ users spend 5mm+ minutes on BI UK mobile 2 2 in 3 62% UK mobile users are millennials (A18-34) 2 with low duplication Only 29% of BI UK's mobile audience also visits Forbes on mobile in a given month, compared to 8% for Wall Street Journal 2 Source: 1 Google Analytics (July, 2016); 2 comscore Mobile Metrix (July, 2016) 12

13 Key shifts 1. Mobile 2. Distribution and Social 3. Automation of Display 4. Rejection of Non-Native Display (See Mobile) 13

14 Publisher Distribution Shift Traditional Model : 1 to 1 New Model : Many to Many 14

15 Distributed Storytelling Across Social Platforms 15

16 The internet is the publication 16

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18 Launched site in May M+ combined Facebook fans 1 3B+ video streams since launch 1 4 th most popular global creator on social 2 2/5 of engaged fans are female millennials 1 Sources: 1 Facebook Analytics (May 2016); 2 Tubular (January 2016) 18

19 Social Storytelling Insight: Viewers make the decision to share a video within the first 2-3 seconds of watching it. Social-First Video: Tell compelling stories that get viewers to lean in and share across social channels. Best practices: Auto-play Sound-optional Hook shot Visually stunning Captivating on-screen text 19

20 Publisher Monetization Shift Traditional Model : 1 to 1 New Model : Many to Many 20

21 Sustained Period of Fragmented Monetization Traffic Revenue : 1. Display Adv Automation: Guaranteed, PMP, Data Buying 2. Display revenue : Mobile, Desktop, 3. Native Ad Revenue 4. Brand / High Impact, Integrated Ads 5. Video 6. In-App 7. Affiliate Deals 8. Networks, Content Distribution, 3rd Party Ecommerce 11. Content and Sponsored 12. Social off platform 13. New Frontier of Experimentation ChatBots, Wearables, VR User Revenue : 1. Paywall s 2. Metered, Freemium, 3. Services 4. Premium Content 5. Intelligence / Research 6. Micropayments : e.g Blendle 7. Data 8. Events 9. Membership 10. Lead Generation 21

22 Slideshows Stories Infographics Videos Native Content (BI Studios) 22

23 Revenue Distribution By Content 23

24 New World of Monetization Has 2 Heads Distributed and Owned 24

25 Social Monetization (Off Platform) Editorial Sponsorship Native alignment with editorial social videos around relevant topic for brand advertiser Product Placement Native integration of a brand or product directly within editorial social videos. Branded Content Custom branded social videos produced by BI Studios. 25

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27 Editorial Social Video Sponsorship Presented By Johnston & Murphy Screenshots demonstrate actual executions 27 Watch the video here.

28 Future 2020 A continued period of experimentation (consolidation) as publishers continue to engage and build around generational shifts o Owned and Distributed (Facebook, Snapchat, others) o Deeper Engaged Audiences Premium Payments o Native Content 28

29 Experimentation New Monetization? 1. Messaging - Chatbots, 1-1 Personalized Communication 2. New Platforms VR / AR 3. Wearables and IoT 29

30 Messaging Continues To Grow Rapidly Leaders: WhatsApp / Facebook Messenger / WeChat Monthly Active Users on Select Social Networks and Messengers Global, Source: WeChat, WhatsApp, Tercent, Instagram, Twitter. Facebook, LinkedIn, Morgan Stanley Research; Note: 2013 data for Instagram and Facebook Messenger are approximated from statements made in early 2014; Twitter users excludes SMS fast followers

31 Messaging Platforms Millions of Business Accounts Helping Facilitate Customer Service & Commerce 31 Source: WeChat, Line, Facebook Messenger, various press releases; WeChat Impact: A Report on WeChat Platform Data by Grata (2/15)

32 Snapchat Trifecta = Communications + Video + Platform Stories (Personal) Live (Personal + Pro Curation) Discover (Pro) Oct 2013 Launch June 2014 Jan 2015 Source: Snapchat 10-20MM Snapchatters View Live Stories Each Day More Users Watched College Football and MTV Music Awards on Snapchat than Watched the Events on TV 32 70MM+ Snapchatters View Discover Each Month Top Performing Channels Average 6-7 minutes per Snapchatter per Day

33 Digital Storytelling Is Becoming More Personal DESKTOP Articles, data visualizations, and videos MOBILE Social-optimized video, quick infographics, and stats IMMERSIVE Virtual reality video (VR) 33

34 Future Summary More Generational Shifts More Fragmentation of Publisher Model More Opportunities for Native Storytelling 34

35 Thank you