Digital Distribution Strategies: How to Drive Incremental Revenue through Syndication and Licensing MODERATOR:

Ben Weinberger, CEO, Digitalsmiths

PANELISTS:

Adam Cahan, CEO, Auditude Ed Kim, CEO, Red Bricks Media Mike Maser, Chief Revenue and Strategy Officer, Digg Andrew Snyder, Chief Revenue Officer, Associated Content

Why Syndicate

•  To make $$ from online video you need scale

•  Audiences are fragmenting across the web

•  More people watch TV online than on their DVR’s

Everyone Wins: Audience, Advertisers, Content Owners, Websites

1.  ↑ 600% viewing

2.  Promotion 1.2%+ CTR

3.  $$ Website and content owners

Social Media Distribution •  Find your ʻinfluencersʼ - Digg, Facebook and

Twitter have 250MM of them

•  Create great content – borrow a social graph

•  Focus on what works – your data will guide you

•  One social action = (pass-along)10

Telegraph Case Study telegraph.co.uk case study Source: Telegraph Internal WebTrends

5.5 million page views from Digg (December, 2008)

Smart Digg Button added (August, 2008)

Widget added (October, 2008)

583k page views from Digg (May, 2008)

Driving Traffic: Integrated Architecture

SITE/ CONTENT

Send to a Friend

Engage Register

Buy

Paid Search

Banners

Email

Video/YouTube

Social Network

Twitter

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BzzAgent

SEO Press Releases

Blogger Outreach

Monetization Strategies Major Magazine Publisher can unlock $10+ Million in additional revenue Email Sponsorship: Sell display ads on a CPM

model

Keyword Sponsorship: Match advertiserʼs messages with email copy keywords

Email List Rental: Rent out email lists to highly qualified sponsors for a premium CPM

Behavioral Data Sales: Sell key data (and other) to behavioral targeting companies and select 3rd parties

Lead Generation: Sell highly targeted leads to advertisers seeking niche consumer segments

Aligning Content & Traffic Economics

Industry News

1.  Move Networks acquires Inuk- IPTV.

2.  Vevo announcement- UMG's partnership with Google.

3.  Warner Bros. movie library available online- 150 titles.

4.  NY Times cutting content- decreasing relevancy?

5.  Newspaper ad revenues down 30% in Q1! Bankruptcies.

Q&A

5 Key Takeaways- Digital Distribution Strategies 1.  Digital distribution requires more sophistication to build

an audience, manage programming and measure the audience.

2.  Audiences are fragmenting; syndication is imperative. In order to achieve business potential online, scale is key.

3.  Content owners need to manage sale around their brands.

4.  While media consumption behaviors are changing dramatically, content quality still wins the day.

5.  Legacy content owners/creators must employ strategies to acquire content, including syndication from social media publishers.