Coaching for Quality: Bridging the Gap from Content to Classroom
Bridging Content and Commerce_B lerer bridgingcontent
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Transcript of Bridging Content and Commerce_B lerer bridgingcontent
A media company’s
CORE ASSET is its access to,
relationship with, and ultimately
influence over its audience.
@BenjLerer
Commerce provides the opportunity
for media companies to not just
think about share of ATTENTION,
but also share of WALLET.
@BenjLerer
Source: Altitude Digital
U.S. Ad Spending
2011
76%Nonprogrammatic
2012
62%2013
47%2014
36%2015
27%2016
21%2017
17%@BenjLerer
The Commerce Business
1M+Packages
Shipped
In 2014
$100Packages Shipped In 2014
Projected
Revenue in
2015
60%Packages Shipped In 2014
Repeat
Buyers
@BenjLerer
StorySelling
Content at
a Venue
Content in
Funnel
Content in
a Box
Content
for Sale
Relevant Content
Awareness &
Consideration
Commerce
Intent &
Conversion
@BenjLerer
Bad Definition of Disruptive
1. To cause something to be unable to continue in the
normal way; to interrupt the normal progress or
activity of something
@BenjLerer
2. A new product, service or idea that radically
changes an industry or business strategy
Good Definition of Disruptive
@BenjLerer
75 Advertiser Events in 2014, across 17 cities, with over
20,000 attendees and thousands of tickets sold.
Content at Events
@BenjLerer
Actionable User Data No Stand-Alone Media Company Can Match
Taxonomy
Content Categories
Commerce Product Categories
Commerce Brand Names
User Behavior
Content Clicks
Social Sharing
Add to Cart
Browsing History
Order History
Purchase Frequency
Average Order Size
LTV
Personally Identifiable Information
Age
Email Address
Home Shipping Address
Types of Credit Cards
Social Login Information
Mobile Devices Used
Thrillist City Subscription Preferences
Private Label
& CollaborationsPersonalization Ad Targeting
@BenjLerer
Maximum Monetization
Notes:
(1) Uses consensus 2014E revenue estimates compared against Q3 2014 total active users.
(2) Uses 2014 revenue compared against total monthly unique users at the end of Q3 2014.
(3) Excludes AOL’s subscription business and uses net revenue.
(4) As of January 2014 and includes Tumblr users.
(5) Represent TMG’s 24-month gross revenue LTV.
$9.18
$8.21
$6.47
$4.86$4.40
$3.99
$3.02$2.70
(2) (4)(3)
2014 ARPU$102.77
$66.97
$52.66$48.83
$26.76
$12.85$10.24 $10.16
2014 RPM(5)
@BenjLerer