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
Video/YouTube
Social Network
Inte
grat
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raffi
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river
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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.
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