A user centric vision for publishers

Copyright © 2013 – Neodata Group, All rights reserved 1 1

Intelligent technologies for optimized content delivery Intelligent technologies for optimized content delivery


§  Founded in 2003 with an emphasis on data-‐mining and ad-‐serving •  35 full-‐Cme employees in Catania, Milan, Belgrade &

Los Angeles •  Awarded FIT innovaCon fund prize (€ 450k) in April

2011 •  Closed €2.5M VC round to support worldwide

expansion in Dec. 2011

§  Serves around 20% of Italy’s online adverCsing

“Neodata is a partner, not a supplier” – La Repubblica


Take advantage of the many revenue streams that individuals can provide

Subs

crip

tions

Advertising

User Data

App Do

wnlo

ads

E-commerce Purchases

Paywall Registrations

Deployment of user data for commercial or

research purposes

User response to adverCsing

User response to solicitaCons and engagement with

content

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User •  IdenCfy & categorize the individual user

Content • Classify the publisher’s digital assets

Offer • Analyze & idenCfy the best content for the user

Delivery •  Serve targeted content to the user through the best channel

User feedback and response is used to continually optimize this process


Data Sources

Customer Base

Normalization Engine

CRM DB

WEB BROWSING

MOBILE and APP BROWSING

PAY TV SET TOP BOX SMART TV

XBOX and other devices

DEM

Social activity

DB meta info ContenuC

Inference Engine

Demographics

Content Interests

User Behavior


Data Sources

DB meta info Contents

ANALISI DEI CONTENUTI •  SemanCc Analysis •  ClassificaCon into

commercial categories

•  CorrelaCons •  …

CRM DB

WEB BROWSING

MOBILE and APP BROWSING

PAY TV SET TOP BOX SMART TV

XBOX and other devices

DEM

Social activity


Subs

crip

tions

Advertising

User Data

App

Downlo

ads

E-commerce Purchases

Paywall Registrations

Audience Analysis clustering and profiling, down to individual level

Newscurve AlerCng and recommendaCon system to opCmize website layout and increase engagement with content

Recommenda4on widgets to address a variety of engagement objecCves – delivery is customizable

down to individual level

ad.agio intelligent adver4sing

a customizable ad server for targeted adverCsing on any device, -‐

including set top boxes

VideoMax RecommendaCon widget

to grow video ad inventory

XY Factor gender definiCon widget

Paywall simulator to predict impact of paywall adopCon on audience behavior


§  Newscurve is a real-‐Cme aler4ng and decision support system for online publishers §  How it works:

1.  Newscurve records and analyzes the acCons of your visitors and the performance of your published content

2.  Compares this with the historical performance of your site to idenCfy significant deviaCons 3.  Alerts you of important events taking place on your website by email, browser extension or

smartphone applicaCon


§  Newscurve helps answer everyday editorial quesCons like: •  What’s the best story to move to the homepage right now? •  Does this story resonate with my readers? •  Do I need to provide minute-‐by-‐minute coverage on this topic? •  Is this arCcle in the opCmal posiCon on my website? •  Does this content need to be replaced by fresher material? •  Which stories are performing well in social networks?


§  React quickly to what is happening on your site -‐ no maher where you are or what you are doing

§  Access story-‐centric, publisher analyCcs that take into account the posiCon and locaCon of content within your property

§  Understand how your content is performing both within your site and on social networks

§  Customize alerts for your specific needs •  Set priority levels for each alert (low, medium, high) •  Determine the device each alert is sent to (email, browser extensions, smart

phone applicaCons) •  Route alerts to specific organizaConal roles (editors, social media mangers,

SEO specialists, journalists) §  Reduce the number of dashboards you have to look at and focus on

what’s most important – creaCng great content! §  Have the knowledge to create an engaging experience for your readers


CTR >5%

Visitor A •  Registered Repubblica.it user •  Coming from Google search •  Served normal display ad

Visitor B •  Not registered on Repubblica.it •  “Like” Repubblica on facebook •  Coming from facebook •  Served registraCon campaign

§  IdenCfied a group of frequent visitors that had “liked” La Repubblica’s Facebook Fan page but had not registered for a La Repubblica user profile

§  Targeted an invite campaign to these specific visitors to create user profiles


§  ArCcles •  By secCons, topic, author, popularity, social relaConships

§  Lists of recommended contents §  Videos §  AdverCsements •  Banner, rich media, video, sponsored content, daily deals

§  RegistraCon campaigns •  Email lists, newslehers, mobile applicaCons, user accounts, paywall subscripCons, Facebook fan pages, etc.

§  Games §  …Any piece of content!


recommended ar4cles adver4sements videos daily deals recommended lists

mobile app downloads games social media campaigns recommended videos registra4on campaigns slideshows

sponsored content


§  Reads the “Sports” secCon 85% more than average

§  Watches an average of 5 “Sports” videos per visit

§  Lives in Naples and has idenCfied himself as a fan of Naples futbol club


§  Reads the “Food” secCon 70% more than average

§  Clicks on daily deal adverCsing 25% more than average users

§  4 of her social connecCons clicked on a restaurant deal adverCsement


Newsroom editors match arCcles with their audience once a day

Online editors monitor the performance of their content and the acCvity of their audience to make editorial changes

throughout the day

Publishers set rules and editorial guidelines for the curaCon of their

publicaCon and content is delivered in real-‐Cme. This allows publishers to create unique experiences for each

user through its delivery of adverCsing and editorial content

Audiences are dynamic… The demand for content is growing… Publishers are producing more and more content…

Publishers need technology to help manage the editorial process


Catania - Italy Milan – Italy Belgrade - Serbia Los Angeles - USA [email protected] tel: (310) 656-3282 www.neodatagroup.com

A user centric vision for publishers

Technology

Transcript of A user centric vision for publishers