building a loyal digital audience
TRANSCRIPT
Building a loyal digital audience
Parin MehtaHead of Strategic Partnerships, SE Asia
Line (messaging app)
New media becomes mainstream very quickly#
of u
sers
(M)
Years
RadioTVInternet
iPhone
Tablets
Number of years taken to reach 50M users by device
Source: hannemyr.com/essay/diff.html 2000, macworld.com, 2010
Users are always connected in a multiscreen world
1. Mobile App > Desktop
Source: Mobile is eating the world - Benedict Evans October 2014
2. Gap between time spent and ad spend will close
Source: Mary Meeker - Internet Trends 2014
3. Users demand fresh news all the time and everywhere
Source: Mobile is eating the world - Benedict Evans October 2014
4. Future users do not communicate like we do
“Only grandpa
uses email”
Source: Mobile is eating the world - Benedict Evans October 2014
5. User behaviour will disrupt news creation
Source: Mobile is eating the world - Benedict Evans October 2014
2015: Digital News will be predominantly...
...mobile ...social
...visual ...sharable
Social
Programmatic
Multiscreen
AudienceContent
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NEWS
How do you embrace change and be successful?
# of Users
LONG TERM REVENUE
Revenue/ User
Users
LONG TERM REVENUE
Revenue/User
LoyaltyVisits / User
Depth of VisitPageviews / VisitTime Spent / Visit
CPMRevenue / Pageview
Maximize value of each pageview
Get users to look at more pages/visitGet users to come back
more oftenAttract new users to the
site
LoyaltyVisits / User
CPMRevenue / Pageview
Depth of VisitPageviews / VisitTime Spent / Visit
# of Users
Revenue / User
LONG TERM REVENUE
Be smart with SEM and SEO
1.Be available on all screens and devices
1. Build strong content partnerships
1. Find your users and pull them in
Attract new users to your site# of Users
Encourage loyalty/repeat visits
1. Be available through the user day
Listen to user feedback and act
LoyaltyVisits / User Get users to come back more often
Treat every page as a homepage
1. Clear navigation and matching
Build engaging and sharable video content
Depth of VisitPageview/ Visit
Time spent/ VisitGet users to spend more time on your site
Sell audiences, not impressions.
1.
Embrace native ad formats to ensure balance between user experience and monetisation
CPMRevenue / Pageview
Maximize value of every pageview
Be Found: Distribute across all screens and devices
Be Accessible: Make it easy for your audience to be loyal
Be Profitable: Ensure the highest paying ad always shows
Be Sustainable: Measure, Rinse and Repeat
How do you embrace change and be successful?