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Rethinking Media & Marketing For The Connected Era: AHAA "Thinking Under the Influence" Conference Edition


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Hispanics higher than average usage rates of smartphones, television, online video, social networking and other forms of entertainment make this group one of today’s most engaged and dynamic populations in the digital space (Nielsen). As CSO for Mashable – the independent news site with 20 million unique monthly visitors and 10 million social media followers – new media entrepreneur and commentator Adam Ostrow responds to the new challenges social and mobile are creating for publishers and advertisers -- from curation and user experience to second screen impact, connectivity in the car, brands as content creators, and more.

Presented at AHAA's annual "Thinking Under the Influence" conference in Miami on May 1, 2013

Published in: Technology, Business
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Rethinking Media & Marketing For The Connected Era: AHAA "Thinking Under the Influence" Conference Edition

  1. 1. Reimagining Media & MarketingFor the Connected EraPresented by Adam OstrowChief Strategy Officer, Mashable
  2. 2. • Joined Mashable in 2007 as Editor in Chief.• Authored 2,500+ articles for Mashable.• Oversee content, bizdev and monetization strategy at Mashable..Introduction
  3. 3. The consumption, distribution andmonetization models of media are beingradically disrupted.
  4. 4. The State of Digital Media: 2005• There was no iPhone• There was no YouTube• There was no Twitter• Facebook was college-only• iTunes downloads: 250 million• Mashable’s traffic: 60%+ via search• Online ad revenue: $12.5 billion (US)
  5. 5. Also In 2005 …
  6. 6. The State of Digital Media: 2013• Half of mobile users own smartphones• YouTube: 3 billion video views/day• Twitter: 400 million tweets per day• Facebook: 1 billion users• iTunes downloads: 25 billion• Mashable’s traffic: ~ 30% via search• Online ad revenue: $36.6 billion/yr
  7. 7. Digital Is Driving Media & Culture
  8. 8. Connected devices are profoundlychanging the way people consumecontent.
  9. 9. Connected Devices GrowthBy 2017, 1 in5 tablets andsmartphonesin the U.S.will bepurchased byHispanics. * Zpryme* IDC
  10. 10. Mashable’s Mobile AudienceMashable is now access by more than2,500 unique devices each month!• Mobile traffic to Mashable hasgrown by 180% since 2010.• Mobile now represents 1/3rdofMashable’s audience.• Rise of larger smartphones andsmaller tablets = more screensizes than ever.
  11. 11. Mashable grew7.5x faster onmobile devicesthan on desktopin 2012.Rapid Mobile Growth
  12. 12. Hispanics Are Extra Mobile
  13. 13. TVs Cars OutdoorKitchenHealth FashionConnectivity Impacts Everything
  14. 14. Social media is evolving to meet the needsof mobile consumers.
  15. 15. • Smaller screen sizes reward brevityand visuals.• Device functionality = new socialfunctionality (camera, GPS, etc.)• Mobile serves as a “second screen”• The majority of Facebook and Twitterusers are on mobile.Mobile Changes Everything
  16. 16. Even Moreso With Hispanics
  17. 17. InstagramPinterest1 of 5 Hispanics prefer toaccess social networks ontheir smartphoneMobile/Visual Social Networks
  18. 18. Facebook TwitterFacebook & Twitter Go Visual Too
  19. 19. The Power of VisualsPhotos liftengagement by8x on Mashable’sFacebook Page!
  20. 20. Mobile and social have leveled the playingfield across all forms of media.
  21. 21. Self-Publishing Goes Mainstream
  22. 22. When do you think well beable to shoot full movies on acell phone in good quality?“I think were very, very close.The power of the computersinside your smartphone isincredible and can dotremendous things.”-- Danny Boyle, DirectorLow-Cost Production
  23. 23. MoviesGamingFinanced By Fans
  24. 24. TV MusicTVRent Vs Own Models
  25. 25. Hispanics Are Watching Mobile Video
  26. 26. … And Paying For It
  27. 27. TheatersDemand-Based DistributionTV
  28. 28. Local TVData-Driven News Gathering
  29. 29. Mobile and social have required Mashableto rethink its business.
  30. 30. Mobile Monetization Gap
  31. 31. • Mobile: Responsivedesign optimizescontent and ads.• Social: Content isorganized by socialvelocity.• Visual: Images areshared 2X more thanlinks.The New Mashable
  32. 32. • Ads live in-stream• Ads are optimized for everyscreen size• Ads are sold across everyplatform• Infinite scroll eliminates “belowthe fold” placements• Ads are contentRethinking Display Advertising
  33. 33. • Record traffic: 25MM uniquevisitors, 120MM pageviews• Pages per visit on mobile up 85%• Time spent on mobile up 30%• Performance on mobile adsimproved 2-3x• Performance on desktop ads up 2xDelivering Results
  34. 34. Brands are turning to content to win intoday’s digital landscape.
  35. 35. Content Is Top Priority For Brands
  36. 36. THEN NOW10M Livestreams300K Likes34M ViewsBrands As Content Creators
  37. 37. •Content lives in the stream•Content gets shared by social media users•Content helps build following and engagement•Content + social is the future of search•Content is inherently cross-platform•Content + native advertising drives performanceWhy Content?
  38. 38. Evolving Social
  39. 39. SponsoredStoriesPromotedTweetsPromotedVideosNative Ads: The Biz Model of Social
  40. 40. "With Promoted Tweets, weve seen engagement rates from 1 to 3 percent onaverage. On mobile, the engagement rates are even higher."“As measured by click-through rates, Sponsored Stories in News Feed performmultiple times better on both desktop and mobile than ads in the right-hand column.”“What we find is that when you’re in that content, you get far superior click-throughrates. We’ve seen three to five times as high.”Native Ads = Higher Engagement
  41. 41. Mashable helps brands become contentcreators and optimize social distribution.
  42. 42. Female Founders Series Leaders in Digital Series Tails and RailsWhat’s InsideExtraordinary EntrepreneursSeriesGlobal Innovation SeriesBrands And Readers Win
  43. 43. •50,000+ video streams•Average viewer watched3 mins, 15 secs•53,000+ social shares across multipleplatforms•4,200+ Tweets of custom hashtag#BehindTheLaunchEngaging ExperiencesFor the launch of IE9, Microsoft sponsored the original16-episode docuseries “Behind the Launch” on Mashable.
  44. 44. Lifts Performance of CreativePairing creative with content andcommunity provided significant lift incampaign performance:•+305% on article pages•+250% on voting platforms•+102% on co-branded units(As measured in awareness study)
  45. 45.  Mashable Lift Units get 1.5-2.5% CTRs Mashable Custom Content gets 50% moreengagement than organic content. Improves performance of display ads by 2-3xCustom Content + Native Ads
  46. 46. … And Powering Brand Channels
  47. 47. Real-time marketing is the next evolutionof mobile, social and native advertising.
  48. 48. Taking Advantage Of Opportunities
  49. 49. Being Relevant To The Conversation
  50. 50. Photo VideoVineMashable Social Lift
  51. 51. Here’s what to do next …
  52. 52. •Design for an optimalexperience on every device.•Develop an expertise inspeaking to your brand’s values;not just its products.•Create content that drivesengagement across socialplatforms.•Organize your teams to takeadvantage of real-time marketingopportunities.•Amplify your brand assets withnative advertising solutions.5 Keys to Success
  53. 53. You!