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© 2008 Outsell, Inc. All rights reserved.
September 4, 2008
Building an Online Audience
Chuck Richard
VP and Lead Analyst
22© 2008 Outsell, Inc. All rights reserved.
Building an Online Audience
orFour Forces and a Wedding
33© 2008 Outsell, Inc. All rights reserved.
Four Forces - Winners Marry These
• Not Enough Time
• Competing with Free
• PacMan Audience Model >> Audience Analytics DNA
• The New 12th Man (and 13th, 14th, 15th……..)
44© 2008 Outsell, Inc. All rights reserved.
CSI: Content Sales Investigation
55© 2008 Outsell, Inc. All rights reserved.
Not Enough Time
66© 2008 Outsell, Inc. All rights reserved.
Time Lost Is Way Up
47
5
6
2001 2007
Gathering Info Using Info
9 hours
13 hours
44%
54%
Source: Outsell’s Information Markets & Users Database
6.2% ProductivityLoss!!
77© 2008 Outsell, Inc. All rights reserved.
Problems Getting Information
Source: Outsell’s Information Markets & Users Database
88© 2008 Outsell, Inc. All rights reserved.
Time Spent Using Information
99© 2008 Outsell, Inc. All rights reserved.
Search Failure = Big Opportunity
Search is Successful
69%
Search is Not
Successful 31%
Source: Outsell’s Information Markets & Users Database
31%
1010© 2008 Outsell, Inc. All rights reserved.
Bringing Up Baby Search
• Vertical search• Social search• Discovery, not search• Assisted or Parametric search• No search = workflow integration
1111© 2008 Outsell, Inc. All rights reserved.
Use of New Delivery Media Types
Source: Outsell’s Information Markets & Users Database
SaturationTrio
1212© 2008 Outsell, Inc. All rights reserved.
Content Received on Wireless Handheld Device
Source: Outsell’s Information Markets & Users Database
1313© 2008 Outsell, Inc. All rights reserved.
Checklist for Building Mobile Audience
*** CrossMedia ***
1414© 2008 Outsell, Inc. All rights reserved.
Competing with Free
1515© 2008 Outsell, Inc. All rights reserved.
STM
45.3% 45.9%
49.5% 47.4%
6.8%5.2%
2005 2007
Advertising SubscriptionsTransactions
STM
39.7% 30.6%
52.0% 58.7%
10.7%8.2%
2005 2007
Print ElectronicEvents/Other
STM Print & Business Model ShiftsPercent of Total Revenue
*** CrossMedia ***
1616© 2008 Outsell, Inc. All rights reserved.
B2B
42.4% 44.5%
21.7% 23.5%
35.9% 32.0%
2005 2007
Advertising SubscriptionsTransactions
B2B Trade Print & Business Model Shifts
B2B
40.2% 34.3%
32.8% 38.6%
27.1% 27.1%
2007 2009 OutsellForecast
Print Electronic Events
Percent of Total Revenue
*** CrossMedia ***
1717© 2008 Outsell, Inc. All rights reserved.
B2B Trade Media MixB2B Trade Media Type Percent of Total Revenue
20.7%
29.0%31.2%
33.9%
37.1%
40.8%
45.3%
49.8%52.0%
55.9%
23.2% 24.3%
29.0%
32.2%35.6%
38.7%
41.3%
43.5%
27.5%27.5%27.4%27.2%27.0%
25.6%
25.9%24.8%23.4%
20%
25%
30%
35%
40%
45%
50%
55%
60%
2003 2004 2005 2006 2007 2008 2009 2010 2011
Print Electronic Events
1818© 2008 Outsell, Inc. All rights reserved.
B2B Trade Media MixB2B Trade Media Type Growth Rates
25.9%
19.4%
4.3%
13.5%
-1.5%
-3.2%-5.0%-6.0%
-3.1%-4.1%
0.7%0.3%
20.8%
11.5%12.2%12.9%14.3%
10.1%
14.3%
6.0%5.3%4.8%4.2%
9.8%
-10%
-5%
0%
5%
10%
15%
20%
25%
30%
2004 2005 2006 2007 2008 2009 2010 2011
Print Electronic Events
*** CrossMedia ***
1919© 2008 Outsell, Inc. All rights reserved.
Half of Us Click on AdsOn average, how many business-related online ads or sponsored links do you click on per week when searching or visiting a business-related content site?
Source: Outsell’s Information Markets and Users Database
46% Click Once or More Per Week
2020© 2008 Outsell, Inc. All rights reserved.
Who Does Not Click on Online Ads?
Source: Outsell’s Information Markets & Users Database
2121© 2008 Outsell, Inc. All rights reserved.
Source: Outsell’s Ad Spending DatabaseBase for Percent Using = 1,088Base for Effectiveness Rating = 1,088 * Percent Using (Q12, A)© 2008 Outsell, Inc. Reproduction strictly prohibited.
Allocation of 2008 Total U.S. Marketing Spending
35.5%
25.5%23.8%
12.5%
2.4%
-2.4%
12.3%
3.9% 4.8% 3.9%
Print Online TV, Radio & Movies Events PR, Outdoor & Other
2008 Allocation 2008 Growth
Total 2008 U.S. Marketing Spending Forecast = $412.4 billion Total 2008 U.S. Marketing Spending Growth = 3.9%
$146
.4 b
ln
$105
.2
$98.
2
$51.
6
$9. 8
*** CrossMedia ***
Source: Outsell’s Ad Spending DatabaseBase for Percent Using = 1,088Base for Effectiveness Rating = 1,088 * Percent Using (Q14, A)© 2008 Outsell, Inc. Reproduction strictly prohibited.
Allocation & Growth of 2008 Online Marketing Spending
0.6%0.9%
61.8%
11.3%9.0%
4.7% 2.2% 2.2% 2.0% 1.7% 1.5% 1.3%
12.3%
44.4%
10.3%
19.7%
16.2%
7.7%
3.0%
7.4%
18.2%
27.3%
12.3%
21.7%
Co.'s WebsiteSearch EngineSite
E-mal Mktg Indus SpecificTrade Site
VerticalSearch Site
OL ProductDirectories
OL Classifieds SponsoringContent
OtherInformational
Site
Webinar &Web Events
Blogs Wireless
2008 Allocation 2008 Growth
Online Marketing Spending Forecast = $105.2 billion Online Marketing Spending Growth = 12.3%
2323© 2008 Outsell, Inc. All rights reserved.
Source: Outsell’s Ad Spending DatabaseBase for Percent Using = 1,088Base for Effectiveness Rating = 1,088 * Percent Using (Q24, A)© 2008 Outsell, Inc. Reproduction strictly prohibited.
Effectiveness and Usage for Lead Generation – Tier 1
52%53%55%
75%
66% 65% 64% 64%59% 59% 58% 58% 55%
54%50%
58%
80%
65%
70%73%
66%
49%51%
58%54%
66%
Co.'s Website Exhibitions Custom Print Direct MailMktg.
Trade Mags ViralMarketing
SalesCollateral
E-mail Mktg. PR PrintNewsletters
Conferences IndustryTrade Site
SearchEngine Site
Traditional Delivery Percent Using
Digital Delivery Bars = % Extremely Somewhat Effective
*** CrossMedia ***
2424© 2008 Outsell, Inc. All rights reserved.
16% 20%28% 30%
51%46%
53%48%
84%
72%
49% 47%52%54%
80%70%
TOTAL: Provides
informationto make daily
decisions
R&D/SCI TOTAL: Contains
informationfrom credible
and knownsources
R&D/SCI TOTAL: Provides
higher qualityinformation
R&D/SCI TOTAL: Provides
informationthat helps
makemission
critical orhigh riskdecisions
R&D/SCI
Purchase Free
When I Use Paid vs Free
Source: Outsell’s Information Markets and Users Database
Under what circumstance would you purchase information rather than using information that is available for free?
2525© 2008 Outsell, Inc. All rights reserved.
PacMan Audience Model >> Audience Analytics DNA
Audience, Analytics, Agility, API’s
2626© 2008 Outsell, Inc. All rights reserved.
Three Buckets of Metrics
© 2006 Outsell, Inc. All rights reserved.
Improved Relevance and Engagement,
Tailored Connections with Users,
New Revenue Potential,
Are All Here
External to Your Site
Performance, Audience, Control,
SEO
Internal to Your Site
MarketingManagement
Market Share & Rank
2727© 2008 Outsell, Inc. All rights reserved.
Where’s Your Use of Analytics?
Reporting and Tracking
Drives Online Operational
Improvements
Leads Way to New Users and New
Revenue
Majority of Companies
Has Become the New Goal
Still RareToday
2828© 2008 Outsell, Inc. All rights reserved.
Three Successful Info Co. PersonasIDG - Global Publishing Statesman
• Best Practices for Bridging the Gap: web-centric company managing print for profit
TechTarget - Sinewy Playmaker
• Wired 24/7 to Channel Advertisers to Users for max ROI
Onvia - Consummate Lead Generation Machine
• Leads So Hot and On-Target that Users Actually Pay for Them
2929© 2008 Outsell, Inc. All rights reserved.
Three Successful B2B PersonasIDG TechTarget Onvia
Target Market - Users
IT Pros IT Pros
Construction, Arch & Engineering,
IT, Professional Services, MRO
Employees 13,640 584 172
Editorial Staff 2,000+ 100 53
Rev. per Employee $221k $162k $122k
Rev. Outside U.S.
74% non-U.S. EMEA 49%, AP 25%. In 85 countries, events in 55 countries
2% non-U.S.,Partners in 11 countries,
1 owned office in UKNone
Killer Core Competency
“We have been extremely clear that we’re going to invest in digital and event businesses, and manage print for profit.”
Lean and trim, unerring focus on targeting & profiling users and earning maximum advertiser fees for delivering high conversions and ROI.
Highly efficient data capture, indexing, leveraged into multiple services built upon continual deep research into unmet customer needs.
3030© 2008 Outsell, Inc. All rights reserved.
Three Successful B2B Personas
IDG TechTarget Onvia
Tag Line
Now we’re a webcentric information company, and we have ancillary
activities like print publications and events.
IT Media ROI Experts.Previous: Most Targeted IT Media; Reaching IT
Buyers in Specific Markets.
Onvia gives you tools to win: Protect and grow your market share, discover targeted sales opportunities.
Online Rev. Growth / No. of Web Sites
28% in latest Fiscal Yr450 sites
24% 2007, 40% 2008F50 sites
25% 20071 site
Print Rev. Growth / No. of Magazines
-12% in latest Fiscal Yr300 mags
-30% 2008-2011F2 mags
NANA
Registered Users NA 6.7 mln 2007 8,500 subscribers
Unduplicated Reach 80 mln UV/mo. 15 mln UV/mo NA
Audience Trends
SEM is our laser - drives precision traffic. SEO
provides regular, steady traffic to broad range of
pages.
40% growth in search engine visits 4Q07.
“Fired” least profitable customers.
3131© 2008 Outsell, Inc. All rights reserved.
Three Successful B2B PersonasIDG TechTarget Onvia
Content Types
OL Publishing, Events, Print Publishing, Lead Generation. Marketing Services (3,000 cus-tomers). Sister Com-pany IDC provides Market Research.
3 Types: Independent content, vendor
generated content and UGC: Expert Advice from more than 200 authorities
in their fields, Peer Input / Community from
IT professionals.
Leads Digests, email leads alerts, database
access, market intelligence & competitive
intelligence reports.
Lead GenerationMarket FusionIDG Connect
FlexROITargetROI
95% of Revenue
Marketing ServicesGlobal Market Solutions
IDG TechNetwork20+ Ex-Ad Agency
Campaign ManagersMarket Intelligence
No. of Advertisers Est’d 20,000 to 30,000 1,100 0
Key Partnerships
Many U.S. publishers using IDG for global,
including RBI & Hearst, CIO partnered with
LinkedIn.
11 International; GMI and ReturnPath for Panels of 2.2 mln opt-in IT pro’s;
220 co.’s in FlexROI, 39 syndicators including
Forbes.com & Bus Week
400 agencies contribute content; major licensing and
bulk data deals
3232© 2008 Outsell, Inc. All rights reserved.
The Agility Imperative
• Agile Publishing: Rapid development and evolution of content products to meet changing market needs
• Quickly respond to unpredictable market requirements and competitors
• Get products in front of customers quickly• Learn and refine from user experience• Create adaptable content and technology
architectures
3333© 2008 Outsell, Inc. All rights reserved.
Agile Publishing Platform Example
Entity Extraction,Indexing,
Metadata, Tagging
Home > Business Advice > Loans
Content Brief
Typical Article
Ads
Leads
Forms
Ad Server
Leads
Forms
RelatedContent
Content
How-To Videos
AdSenseText ad here links to co. Site. www.acmesales.com
Related Linkswww.xxxxxx.comwww.yyyyyyyyyy.com
3434© 2008 Outsell, Inc. All rights reserved.
Agile Publishing Platform Example
Broad Content Library
AutoCategorizatio
nEngine
WebsiteDynamic
PageConstruction
Traffic Sources SEM, SEO, Partners, Un-referred
Revenue Sources Advertising, AdSense, Leads, Forms
Real-Time Optimization
Engine Driven by
Performance Metrics
WebsiteDynamic
PageConstruction
Content Mgmt.
System
3535© 2008 Outsell, Inc. All rights reserved.
What’s Needed: Agile DNA
• Mindset (People)• Forward-thinking, adaptable, innovative
• Processes• Malleable to meet ever-changing needs• Rapid prototyping, iterative development• Fail Faster!
• Technology• Modular, flexible architectures (content and
software)• XML, Web services, RSS, API’s, widgets
3636© 2008 Outsell, Inc. All rights reserved.
What Is Being Measured
• Basic: visits, unique visitors, page views
• Audience: referring sites, exit sites, behavior on site
• Important: relevance, engagement, conversions
• Advertising performance
• Site test results: A/B, multivariate
• Dashboards and custom reports – KPI’s
3737© 2008 Outsell, Inc. All rights reserved.
Sample: Traffic Sources
9%
37%
34%
5%
7%8%
Search engines(paid)Search engines(unpaid)Direct to Web site
Affiliate/partnersitesProduct links
Other
Base = 23Source: Outsell Web Analytics Study, 2006
What percent of traffic do you get from the following sources?
3838© 2008 Outsell, Inc. All rights reserved.
Sample: Third-Party SEO Used by Only 19%Do you pay an outside firm for Search Engine Optimization?
Base = 27Source: Outsell Web Analytics Study, 2006
81%
19%
3939© 2008 Outsell, Inc. All rights reserved.
Add New Audiences via API’s
Potential exponential increase in amount and cost of Business Development with API’s
• Case Study: Thumbplay mobile content provider
• With meetings & calls > 40 partnerships in two years
• With new Developer Partner Network API’s in 2007 > signed 40 more partners in 15 days!
Webinars and whitepapers from Mashery at http://www.mashery.com/company/events.html
4040© 2008 Outsell, Inc. All rights reserved.
Audience Development Hall of Fame
Tricia Syed, TechTarget
Building a Targeted, Receptive and Valuable Audience
Webcast explains how a valuable marketing database is a great way to improve your ROI. Tricia Syed, VP of Audience Development, discusses why using the right web marketing mix is crucial for targeted data capture and customer acquisition. Also, learn our tested principles on building a centralized data warehouse.
View this webcast at http://www.techtarget.com/html/faas_res_webcasts.htm
4141© 2008 Outsell, Inc. All rights reserved.
Audience Development Hall of Fame
Jonatham Mendez, RAMP Digital• Audience analytics and multivariate testing pioneer, guru and practitioner
• Founded RAMP to fill the void between advanced marketing technology and agency services.
• Clients include Amazon.com,Citibank, Disney, H&R Block, IBM, Intuit, Microsoft, Monster.com, Sears, Skype, T-Mobile
“As the intelligent and real-time web dynamically distributes content
everywhere, understanding and creating interest paths will move to the forefront of marketing strategies. …. Content providing our breadcrumbs and relevance, the thread that we weave as we go from page to page, and experience to experience ”
View “Building Interest Paths That Create Flow” at http://www.optimizeandprophesize.com/jonathan_mendezs_blog/2008/09/building-intere.html
4242© 2008 Outsell, Inc. All rights reserved.
Audience Development Hall of Fame John Loughlin, Hearst
• Cross-media, audience-development tool Circules • Tailor subscription offers based on user-specific online browsing
history• 1.6 million net paid subscriptions in 2007, up from 400,000 in 2006• Expects 2 million+ this year • 90% of Web-sourced subscribers have had no prior transaction
history with Hearst and are 8 to 10 years younger• “Millions of new subscribers to our print magazines are being
sourced from our Web sites. It bodes very well for magazines.” John Loughlin Hearst Magazines Executive VP & General Manager
*** CrossMedia ***
4343© 2008 Outsell, Inc. All rights reserved.
Audience Development Hall of Fame Larry Fitzgibbon, Demand Media • 65 million monthly UV’s
Demand Media's Five Tips For Evolving A Vertical Web Site
“With blinding speed and little notice, Rosenblatt's 2-year-old Demand Media Inc. has become one of the largest buyers of articles and video clips for the Web. It expects revenue of nearly $200 million this year and, more surprisingly, a healthy profit.”
http://www.latimes.com/business/la-fi-demand16-2008jul16,0,4992115.story
Understanding Article Economics: Demand Media has developed an algorithm for predicting high value content.
http://www.foliomag.com/2008/understanding-article-economics
4444© 2008 Outsell, Inc. All rights reserved.
Audience Development Hall of Fame AllBusiness - Kathy Yates
• 4 million+ monthly visitors
• Winner of multiple “Best of…” awards
• Acquired by D&B December 2007 for 10x revenue
• Kathy Yates, CEO:
Publishers "must be willing to present content that has not been created by their own processes. Some publishers, bound by the idea that their distribution systems should be reserved only for their own proprietary content, won't make this transition. Publishers who reapply their specialized understanding of content to engage the critical needs of on-demand users are truly redefining media."
4545© 2008 Outsell, Inc. All rights reserved.
Audience Development HOF Contender Disruptor Profile: NetShelter
• Branded Network (NSBN) has grown to include 150 tech sites attracting 25 million unique visitors worldwide, 10 million U.S. UV’s. Claims is surpassing IDG, Yahoo Tech and CMP (comScore). Trails only CNET, which fell 17% in 2007 to 65 mln
• NetShelter revenue $10 mln 2007, $20 mln forecast 2008.
• “In a fragmented online media landscape NetShelter Technology Media is the new platform for technology publishing online. We partner with the top independent voices in the technology industry and help them grow their media business. Our goal is to become the global leader in digital marketing services for the technology sector.”
NetShelter Technology Media
4646© 2008 Outsell, Inc. All rights reserved.
NetShelter Audiences Booming
Source: comScore MMX October 2007
UK Unique Visitors Comparison
Developer GroupIS/IT Management Group
Source: comScore MMX October 2007
4747© 2008 Outsell, Inc. All rights reserved.
“Vertical Networks Are Media Companies of the Future” - NetShelter
• “Successful vertical networks have emerged as the only scalable distribution media model online. They are media companies of the future, and the past year has proven exactly that both in terms of traditional media following suit and launching their own vertical ad networks--but more importantly, by the way of strong valuations that investors and buyers are giving to vertical media networks.
• Jumpstart Automotive Media sold for $110 million last year [to Hachette]. Glam.com just recently closed its $85 million raise on a whopping $500 million valuation. Federated Media is reportedly close to raising $50 million on a $200 million valuation. … These are media company-type revenue multiples and NOT rep firm or horizontal ad networks valuations.
-- Peyman Nilforoush, Co-Founder and CEO of NetShelter Technology Media
4848© 2008 Outsell, Inc. All rights reserved.
DNA of Market Leaders - Health TestKey Component Examples
User Control andConnections
• Niched and targeted services and communities• Business networking: problem solving, hiring, purchasing, business
development• User content & control: Digg, del.icio.us
Reach andAudience
• Explosion in partnerships, including competitors• Wide, wide net• Search: vertical, optimization, SEO, referral optimization• API’s for business development
Products and Services
• Obsessive, continual research into user workflows & needs• Tracking data for users’ new business / revenue growth• Centering editorial around agile publishing• Deeply embedded in users’ work tools
Competitiveness • Track many more competitors, partners, M&A targets• Act on falling competitive barriers• Have Early Warning trip-wires on disruptors
ROI Drivers • Provide authors and advertisers with tracking for ROI• 360o marketing services• Act on demographic differences and opportunities
4949© 2008 Outsell, Inc. All rights reserved.
Audience Development Hall of Fame PacMan
“Why limit your business to the small subset of the whole audience, content, attention and engagement of the whole
internet?”
Jerry Zawodney, ex-Yahoo, now Craigslist, “evangelist on the "influencer marketing" team in Yahoo! Search” and early advocate of RSS feeds at Yahoo!
PacMan Audience Development Model
Your current audience
Your potential internet
audience
5050© 2008 Outsell, Inc. All rights reserved.
The New 12th Man (and 13th, 14th, 15th……..)
5151© 2008 Outsell, Inc. All rights reserved.
Networks are Evolving
Consumer Social Networks
Collegiate Social Networks
Sharing
Conversing
Problem Solving
Crowdsourcing
Professional Social Networks
Enterprise Networks
Source: Outsell, Inc.© 2008 Outsell, Inc. Reproduction strictly prohibited.
5252© 2008 Outsell, Inc. All rights reserved.
Types of Professional Networks
User Need Primary Business Model
• Knowledge sharing Ad-Based, Sponsorships
• Crowdsourcing Ad-Based, Transactional
• Tapping Experts Ads, Subs, Transact, Blended
• Professional Networking Blended
See: Social Communities & Expert Networks in B2B, June 6, 2008http://www.outsellinc.com/store/products/734
5353© 2008 Outsell, Inc. All rights reserved.
State and Direction of Social Publishing• It’s all about the utility
• Top 5 STM social applications*:• Address broadest set of workflow needs• Feature-rich collaboration, networking facilities• Underpinned by extensive networks
• Are about engagement and cost of content = expense
• Less about major new revenue
* Nature Network, BioMed Experts, ResearcherID, CiteULike, 2collab
(Skipping over Facebook, MySpace, LinkedIn)
5454© 2008 Outsell, Inc. All rights reserved.
Use of New Social Methods of Delivering Information
5555© 2008 Outsell, Inc. All rights reserved.
Social Publishing Hall of Fame Howard Ratner, Nature Publishing GroupServices in Place in 2006, Two Years Ago!! :
• Popular Searches Today• Connotea & Connotea Today - Highlighting Popular User Tags• Nature Network Boston = Community• Scintilla• Action Potential = Neuroscience Blog• Nature News Blog & Hot Topics - Stories picking up most reader
comments• Nature Protocols - Upload your own Protocols• Dissect Medicine = collaborative medical news site• “It’s no longer just about publishing content, it’s about enabling
users to communicate.”
5656© 2008 Outsell, Inc. All rights reserved.
Social Publishing Hall of Fame Delicious - User & Shared Tags• Revolutionary User Bookmarking
• Social Bookmarking - Organize.Share.Discover
• Folksonomy - 100% user customized
• Community
• Search others’ tags
• See what’s hot measured by tagging volume
• RSS Feeds
• API’s
• Acquired by Yahoo December 2005
5757© 2008 Outsell, Inc. All rights reserved.
Social Publishing Hall of Fame Hoover’s Connect - David Mather
5858© 2008 Outsell, Inc. All rights reserved.
Social Publishing Hall of Fame Innocentive - Dwayne Spradlin
• Matches scientists to relevant R&D challenges and funding: Crowdsourcing
• Commercial and non-profit
• Community with global scope
• Online forum enables companies to reward scientific innovation through financial incentives
• Seekers, 160,000+ Solvers, 250+ Solutions
• Began 2000 in Eli Lilly as in-house innovation incubator
5959© 2008 Outsell, Inc. All rights reserved.
CSI: Content Sales Investigation
6060© 2008 Outsell, Inc. All rights reserved.
Four Forces and a Wedding - Winners Marry These
• Not Enough Time
• Competing with Free
• PacMan Audience Model >> Audience Analytics DNA
• The New 12th Man (and 13th, 14th, 15th……..)
*** CrossMedia ***
6161© 2008 Outsell, Inc. All rights reserved.
http://www.outsellinc.com
Come By and Visit Us
Outsell, Inc.
330 Primrose Road, Suite 510Burlingame, CA 94010
Tel. 650.342.6060 Fax 650.342.7135
7-15 Rosebery AvenueLondon, EC1R 4SP
Tel. +44 (0)20 7837 3345 Fax +44 (0)20 7837 8901
6262© 2008 Outsell, Inc. All rights reserved.
Outsell, Inc. is the sole and exclusive owner of all Outsell information in this document, including but not limited to the textual and graphic content and the organization, layout, and display of the information and data contained herein. As a user of this document, you acknowledge that you are a licensee of Outsell's copyrights and that Outsell, Inc. retains title to all Outsell copyrighted information in the document. You are not permitted to resell, distribute, disseminate, disclose, copy, or otherwise make use of the information contained in this document, except for use within your own company/organization. Wherever and whenever the document, or any portion thereof, is disseminated it must bear the following in a prominent location: “Includes Outsell, Inc. copyrighted information. All rights reserved.”
The information, analysis, and opinions (the “Content”) contained herein are based on the qualitative and quantitative research methods of Outsell, Inc. and its staff’s extensive professional expertise in the industry. Outsell has used its best efforts and judgment in the compilation and presentation of the Content and to ensure to the best of its ability that the Content is accurate as of the date published. However, the industry information covered by this report is subject to rapid change. Outsell makes no representations or warranties, express or implied, concerning or relating to the accuracy of the Content in this report and Outsell assumes no liability related to claims concerning the Content of this report.
Outsell is the only worldwide syndicated research and advisory firm that delivers must-have intelligence and advice to publishers and information providers. We analyze markets, companies, and trends, and provide fact-based recommendations for high-level executives and product development, marketing, and strategy teams. In addition, we work with information managers to benchmark spending and demonstrate best practices. Outsell invests significantly in original research each year to guide clients in optimizing their strategies, plans, and performance.
6363© 2008 Outsell, Inc. All rights reserved.
INTENTIONAL BLANK SLIDE
6464© 2008 Outsell, Inc. All rights reserved.
Success & Care in Mobile Audience
From recent 3rd party market research:
• Text links on ads dramatically improved response levels
• Text content must be relevant and welcome to the receiver
• B2C publishers alerting subscribers about renewals
• Exhibition organizers sending out entry passes ahead of events
• B2B information providers slower to recognize the power of the mobile than B2C
Source: Incentivated, cited by UK Data Publishers Association (DPA)
6565© 2008 Outsell, Inc. All rights reserved.
Source: Outsell’s Ad Spending DatabaseBases range from 32 to 38 (those whose spending is expected to decrease and who are redirecting this budget) (Q13c, Q13d, A)© 2008 Outsell, Inc. Reproduction strictly prohibited.
Redirection of Advertising Spending (%) Print Ad Spending to Other Media
31%
9%
16%
18%
9%
6%
5%
3%
31%
17%
19%
5%
5%
8%
12%
3%
0% 5% 10% 15% 20% 25% 30%
Your company's website
Events
Paid search & search engine ads
TV/Radio/Cable/Movies
Direct marketing & other
Newspaper online advertising
Other niche online site
Online video
Print Trade Magazines General Business Print Magazines
6666© 2008 Outsell, Inc. All rights reserved.
Media Types – Share
46%
40%
14%
6%
59%
22%
0
100%
0
Print Electronic Events
IDG TechTarget Onvia
Three Buckets of Metrics External to Your Site
ComScore Nielsen/NetRatings Alexa Compete HitWise Nielsen Buzz Metrics Socialmeter TNS Media Intelligence IMS Web Spyder Biz 360 Cymfony
Internal to Your Site
Omniture WebSideStory Coremetrics WebTrends Google Analytics Creative Good Offermatica Optimost Google Optimizer NetTracker Clickdensity EyeTracking, Inc.
DART iProspect Bruce Clay, Inc. 24/7 Real Media IMPAQT ValueClick ContextWeb Tacoda Systems Click Fraud Network ValidClick Media Ratings Council IAB SEMPO
© 2006 Outsell, Inc. All rights reserved.
Market Share & Rank, Usage Across Sites
and Advertisers
Performance, Control, SEO, Profiling,
Usability,Testing
Marketing Management:SEM, Ad Networks, Ad & E-mail Mgmt,
Click Fraud
6868© 2008 Outsell, Inc. All rights reserved.
Balance SEO vs. SEM Spending
64%
36%
Base = 27Source: Outsell Web Analytics Study, 2006
What percent of your overall traffic is free vs. paid?
Cost per click for paid search engine traffic
• Mean = $0.52
• Median = $0.22
6969© 2008 Outsell, Inc. All rights reserved.
How You Court New Users Is Critical
• Repeat users?
• Median = 38%
• 62% first experience with your content • Do you ask users to register?
• Yes: 72%
• No: 28%
• What percent of users register?
• Median = 10%
7070© 2008 Outsell, Inc. All rights reserved.
Search Engine Traffic Costs
Response %
Do not pay for search engine traffic 41%
Less than $5,000 30%
Between $5,000 and $10,000 4%
Between $10,000 and $25,000 0%
Between $25,000 and $50,000 7%
Between $50,000 and $100,000 15%
Between $100,000 and $250,000 4%
More than $250,000 0%
Source: Outsell Web Analytics Study, 2006
How much do you pay for paid search engine traffic per month?
$0.6 to $1.2 million per year
7171© 2008 Outsell, Inc. All rights reserved.
Staffing Levels for Metrics & Analytics
Average % of Total Employees
Search engine marketing and optimization – SEM & SEO 1.5%
Develop market analysis / customer analysis 2.0%
Conduct competitive / business / market intelligence 1.9%
Conduct and analyze primary and secondary market research 1.0%
Manage and update Web site 3.4%
Conduct and analyze primary and secondary market research 1.0%
Advertising budgeting, planning, and execution 3.8%
Brand management 1.2%
TOTAL Marketing staff 11.2%
Base = 19Source: Outsell Web Analytics Study, 2006
How many FTEs are dedicated to each of the following Marketing roles?