@BenjLerer#Back2Media

Let’s go back

@BenjLerer#Back2Media

Content creation was expensive

Content distribution was expensive

Media was controlled by the few

Advertisers ultimately were at the mercy of the media

Before the Internet…

@BenjLerer#Back2Media

The Good Ol’ Days

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And then…

@BenjLerer#Back2Media

Traditional media wanted the RULES to be the

same for Digital

@BenjLerer#Back2Media

@BenjLerer#Back2Media

@BenjLerer#Back2Media

@BenjLerer#Back2Media

#YOLO

2005 U.S. Advertising Marketshare

4.7% Internet Advertising

Sources: IAB Internet Revenue Report: PriceWaterhouseCoopersLLP; Universal McCann

@BenjLerer#Back2Media

Also, in 2005…

@BenjLerer#Back2Media

There was only one way to effectively MONETIZE

digital

@BenjLerer#Back2Media

SCALE!

@BenjLerer#Back2Media

Over the last 10 years, a bunch of shit has happened

@BenjLerer#Back2Media

The Democratization of Media

@BenjLerer#Back2Media

Publishing Tools Were Created

@BenjLerer#Back2Media

The Rise of Social

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Access to Data

@BenjLerer#Back2Media

So, how do you win in digital media today?

@BenjLerer#Back2Media

Increasing Web Users

2013 2014 2015 2016 2017 20180

0.5

1

1.5

2

2.5

3

3.5

4

Source: eMarketer, November 2014

2.69B2.89B

3.07B3.25B

3.42B3.6B

@BenjLerer#Back2Media

Increasing Online Ad Spending

2011 2012 2013 2014 2015 2016$0.00

$10.00

$20.00

$30.00

$40.00

$50.00

$60.00

$70.00

$32B

$39.5B$46.5B

$52.8B$57.5B

$62B

Source: eMarketer, January 2012

@BenjLerer#Back2Media

The New Media Playbook Tech-centric Social DNAData-centric

Multiplatform Distribution Personalization

Real Time Content Strong Brand Voice

Mobile First Best In Class Branded Content

@BenjLerer#Back2Media

@BenjLerer#Back2Media

Source: Altitude Digital

U.S. Ad Spending

2011

76%Nonprogrammatic

2012

62%2013

47%2014

36%2015

27%2016

21%2017

17%@BenjLerer

#Back2Media

What does the FUTURE OF MEDIA look like?

@BenjLerer#Back2Media

The media company of the future will figure out a way to

DIRECTLY MONETIZE its users

@BenjLerer#Back2Media

COMMERCE

@BenjLerer#Back2Media

The distance between INSPIRATION and POINT OF

PURCHASE has come together

@BenjLerer#Back2Media

A media company’s CORE ASSET is its access to, relationship with, and

ultimately influence over its audience

@BenjLerer#Back2Media

@BenjLerer#Back2Media

Commerce provides the opportunity for media

companies to not just think about share of ATTENTION, but also share of WALLET

@BenjLerer#Back2Media

2

HISTORY

MAY 4, 2005

Thrillist Sends Its First

Email

JULY 31, 2008

JackThreads Launches as a Flash Sale Street

Wear Brand

OCTOBER 9, 2008

Thrillist Features JackThreadsEditorially

SEPTEMBER 16, 2013

Our Integrated Content &

Commerce Platform,Launches

OCTOBER 23, 2013

Supercompressor

Launches

MAY 13, 2010

Thrillist Acquires

JackThreads

+

@BenjLerer#Back2Media

The Commerce Business

1M+Packages Shipped

In 2014Packages ShippedIn 2014$100

Packages Shipped In 2014

Projected Revenue in 2015

60%Packages Shipped

In 2014Repeat Buyers

@BenjLerer#Back2Media

Massive Commerce Business

80% commerce

20% advertising

@BenjLerer#Back2Media

We are the media company that’s closest to the customer’s wallet

@BenjLerer#Back2Media

StorySelling

Content ata Venue

Content in Funnel

Content in a Box

Contentfor Sale

Relevant ContentAwareness &Consideration

CommerceIntent &

Conversion @BenjLerer#Back2Media

Content in Funnel

@BenjLerer#Back2Media

Bad Definition of Disruptive

1. To cause something to be unable to continue in the normal way; to interrupt the normal progress or activity of something

@BenjLerer#Back2Media

2. A new product, service or idea that radically changes an industry or business strategy

Good Definition of Disruptive

@BenjLerer#Back2Media

18

Content for Sale

@BenjLerer#Back2Media

Content in a Box

@BenjLerer#Back2Media

Actionable User Data No Media Company Can Match

Taxonomy

Content Categories

Commerce Product Categories

Commerce Brand Names

User Behavior

Content Clicks

Social Sharing

Add to Cart

Browsing History

Order History

Purchase Frequency

Average Order Size

LTV

Personally Identifiable Information

Age

Email Address

Home Shipping Address

Types of Credit Cards

Social Login Information

Mobile Devices Used

Thrillist City Subscription Preferences

Private Label & Collaborations

Personalization Ad Targeting @BenjLerer#Back2Media

Purchase Intent

@BenjLerer#Back2Media

TMG Ad Campaign with Integrated Content & Commerce

3.5x Larger

@BenjLerer#Back2Media

Turning Readers into Buyers

@BenjLerer#Back2Media

And Turning Buyers into Readers

@BenjLerer#Back2Media

@BenjLerer#Back2Media

Maximum Monetization

$9.18

$8.21

$6.47

$4.86$4.40

$3.99

$3.02$2.70

2014 ARPU

$102.77

$66.97

$52.66$48.83

$26.76

$12.85 $10.24 $10.16

2014 RPM

@BenjLerer#Back2Media

We’re not the only ones doing this

@BenjLerer#Back2Media

@BenjLerer#Back2Media

@BenjLerer#Back2Media

@BenjLerer#Back2Media

@BenjLerer#Back2Media

@BenjLerer#Back2Media

@BENJLERER @THRILLISTMEDIA

#DIGICRONUT@BenjLerer

#Back2Media

The media company of the future will figure out a way to

DIRECTLY MONETIZE its users

@BenjLerer#Back2Media

THANK YOU.I would definitely make out

with most of you.

@BenjLerer#Back2Media