2016 Digital Playbook

Advisory Services
Frankfurt, Germany

Insights that Transform your Business

KALLE JUNGKVIST
Digital Transformation
Sweden

TOR LILLEGRAVEN
Big Data Strategy
Denmark

VIVIAN SCHILLER

Digital Strategy and

Transformation
USA

GRIG DAVIDOVITZ

Online Journalism and

Digital Strategy
Israel

BEN SHAW

Digital Strategy
USA/Germany

HKAN HELANDER
Newsroom Organisation
and Production
Sweden

GREGOR WALLER

JOHNNY RYAN

Digital and Paid Content

Germany

Design Thinking and

Digital Transformation
Ireland

NSTOR ALTUVE

JONATHAN HALLS

Digital Transformation
and Revenue
Panama

Video and Digital Strategy

USA

Advisory Services

Executive Summary
In#todays#media#environment,#it#is#no#longer#enough#
to#focus#on#one#or#two#areas#for#digital#growth.#
Publishers#must#focus#on#a#steady#pipeline#of#new#
ini<a<ves#to#maintain#revenue#accelera<on.#
#
Companies#all#over#the#globe#have#been#inves<ng#In#
these#5#Digital#Drivers#with#tremendous#returns.##
##
At#least#one#of#these#items#should#be#an#area#of#
emphasis#in#your#digital#plans#for#next#year.#This#
report#can#help#you#get#started.#
Advisory Services

5 Key Digital Drivers

1. Na<ve#Adver<sing#
2. Paid#Content#
3. Mobile#
4. Marke<ng#Services#
5. Video#

Advisory Services

Native Advertising

1. Native Advertising
Na#ve&is&growing&very&quickly&

Advisory Services

1. Native Advertising
It&works&well&for&mobile&and&small&screens#
Sponsored#content#is#much#more#eec<ve#on#smallMscreens#
where#you#cant#s<ck#ads#next%to#the#content,#the#ads#have#to#
be#part%of#the#content.#

#
Exclusive,&premium&value#
Sponsored#content#is#a#model#that#s<ll#highly#values#a#premium#
publishers#unique#environment.#
Unlike#display#ads,#where#all#trac#across#the#web#is#
commodi<zed#and#prices#have#fallen#to#the#oor,#sponsored#
content#on#a#premium#site#is#worth#more#than#on#a#lesser#
website#
#
Advisory Services

1. Native Advertising
&&&&Ac#on&Items:&
Understand#Best#Prac<ces#From#Around#
the#World#
Decide#How#The#Content#Will#Be#Created#
Dene#The#Intersec<on#Between#
Editorial#and#Na<ve#
Decide#How#To#Showcase#It#On#Your#
Sites#
Iden<fy#The#Best#Pricing#Model#

Ben Shaw
Director of Global Advisory
WAN-IFRA
Frankfurt

tel +4969240063275

Paid Content

2. Paid Content
Why&Go&Paid?&
Companies#ranging#from#New#York#Times#to#A[onbladet#are#
growing#a#signicant#source#of#revenue#that#is#not#<ed#to#Display#
Ad#Revenue.#
Whether#you#choose#a#meter#or#a#premium#content#model,#Paid#
Content#creates#a#sustainable#rela<onship#with#your#core#
audience.#
The#Internet#has#largely#moved#from#the#Anonymous#to#the#
LoggedMIn.#Publishers#must#understand#as#much#about#their#
audience#as#they#are#able#in#order#to#remain#relevant.##
Global Advisory Services

2. Paid Content
How&Much&Is&It&Really&Worth&To&Me?&
&
Regional&Publishers&generally&see&this&performance:&
&
Digital#subscribers,#%#of#unique#visitors:##3M4%#
Monthly#churn:#4M8%#
Average#life#<me:#10#M#20#months#
Subscribers:#50##300%#more#visits#and#PVs#than#non#subscribers#
Apply#these#gures#to#your#audience#gures#by#a#sample#
subscrip<on#fee.#You#can#see#this#quickly#becomes#a#viable#
pursuit.#

Advisory Services

2. Paid Content
Key&Considera#ons:&
If#you#charge#for#content,#how#
will#aect#your#Ad#Revenue?#
How#much#of#your#trac#will#
be#at#risk?#
What#Is#the#real#poten<al#
revenue#from#your#audience?#
What#pricing#model#will#
maximize#your#revenue?#

tel +4969240063275

Mobile

3. Mobile
Mobile&adver#sing&increases&76%&in&FY&2014&&
110%

Non-Mobile
Mobile

49.5

Mobile
CAGR

42.7810
36.5700
31.7350

21.2060

23.4480

26.0410

2005

2006

CAGR

1.5960

22.6610

12.5420
16.8790

Non-mobile

7.0843

3.3697

16.8790

12.5420

12.4530 10%

21.2060

23.4480

22.6610

2007

2008

2009

Source: IAB/PwC Internet Ad Revenue Report, 2013

25.400

2010

30.1390

2011

33.2003

35.6967

36.9980

2012

2013

2014

Global Advisory Services

3. Mobile

Your&Audience&Is&Moving&To&Mobile&At&a&Rapid&Pace.&&
Is&Your&Revenue?&
Which&Of&Your&Revenue&Sources&Are&Mobile&Ready?&
And&Which&Are&In&Peril?&

Global Advisory Services

3. Mobile
Ac#on&Items:&
&
Increase#Mobile#Display#
Eec<veness#with#Targe<ng.#
Geographic,#Behavioral#and#
Retarge<ng#are#good#op<ons.#
Marketplaces#are#going#mobile,#is#
yours?#
How#are#your#sales#teams#
incen<vized#to#mobile?#
#How#Can#Mobile#Boost#Your#Paid#
Strategy?#

tel +4969240063275

Local Marketing Services

4. Local Marketing Services

In#the#US,#Digital#Marke<ng#Services#Spend#is#5x#that#of#
Digital#Adver<sing#and#Promo<on#Combined!#
#
Companies#in#the#US#will#Spend#Five#Times#as#much#on#
Digital#Marke<ng#as#they#will#on#Adver<sing.#

Advisory Services

4. Local Marketing Services

Many&Publishers&Are&Now&Genera#ng&More&Revenue&
By&Oering&Services&Such&As:&
&
Website#Design#and#Hos<ng#
Mobile#Websites#
Social#Media#Management#
Google#Ad#Words#
Custom#Video#Produc<on#
Reputa<on#Management#
iBeacon#Integra<on#

Global Advisory Services

4. Local Marketing Services

Ac#on&Items:&
&
Increase#Mobile#Display#
Eec<veness#with#Targe<ng.#
Geographic,#Behavioral#and#
Retarge<ng#are#good#op<ons.#
Marketplaces#are#going#mobile,#is#
yours?#
How#are#your#sales#teams#
incen<vized#to#mobile?#
#How#Can#Mobile#Boost#Your#Paid#
Strategy?#

Ben Shaw
Director of Global Advisory
WAN-IFRA
Frankfurt

tel +4969240063275

Online Video

5. Video
Video#is#at#the#intersec<on#of#mobile,#social,#display#and#
branded#content.#Without#your#own#produc<on#company,#
how#can#you#get#started?#

Advisory Services

5. Video
Online#video#is#the#fastestMgrowing#adver<sing#
category#due#to#the#explosion#of#mobile#video#
consump<on#and#the#spread#of#internetMconnected#
devices#
Global#online#video#grew#34%#to#$10.9#Billion#US#in#
2014,#and#forecasted#in#the#US#to#grow#at#an#average#
of#29%#a#year#to#reach#$23.3#Billion#US#in#US#2017#
Source:#Zenith#Op<Media#

Advisory Services

5. Video
Ques#ons&to&Ask#
Whats#your#focus?##
What#is#the#user#experience?##
How#shareable#is#your#content?##
Who#will#be#responsible#for#crea<ng#it?#
How#does#it#play#into#your#Na<ve#
Strategy?#

Jonathan&Halls&
Video#Strategist#
USA#

tel +4969240063275

Insights that Transform your Business

KALLE JUNGKVIST
Digital Transformation
Sweden

TOR LILLEGRAVEN
Big Data Strategy
Denmark

VIVIAN SCHILLER

Digital Strategy and

Transformation
USA

GRIG DAVIDOVITZ

Online Journalism and

Digital Strategy
Israel

BEN SHAW

Digital Strategy
USA/Germany

HKAN HELANDER
Newsroom Organisation
and Production
Sweden

GREGOR WALLER

JOHNNY RYAN

Digital and Paid Content

Germany

Design Thinking and

Digital Transformation
Ireland

NSTOR ALTUVE

JONATHAN HALLS

Digital Transformation
and Revenue
Panama

Video and Digital Strategy

USA

Global Advisory

How We Can Help

WANMIFRA#Advisors#are#available#for#a#full&range&of#
engagements.#Whether#you#would#like#a#

quick&assessment&call,#an#onMsite#strategic&
workshop&for#your#managers#or#even#a&full\scale&
transforma#on&project#that#includes#benchmarking#
and#implementa<on,#WAN\IFRA&delivers#the#link#
between#informa<on,#exper<se#and#results.#

tel +4969240063275

WAN-IFRA Global Advisory Services

Contact:

Nicole&Frankenhauser&
&
+49&(69)&240&06&3275&
&

nicole.frankenhauser@wan\ifra.org&

Global Advisory