how scandinavian media group schibsted became a data & technology driven media company
TRANSCRIPT
THE FUTURE IS NOW
SCHIBSTED THE
NEXTLEVEL
WEBTOMORROW Ghent 15 th of june 2016Fredric Karén, editor in chief Svenska Dagbladet, Stockholm, Sweden
THIS IS SCHIBSTED
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THE SCHIBSTED
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KEY FIGURES 2015
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MEDIA HOUSES 2015
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etc…
MEDIAHO
etc…
MARKETPL
bomnegócio.comcompre e venda perto de você
etc…
GROW
IT’S A NEW GAME
Mar
ketp
lace
sA
dver
tisin
g
GLOBAL SOCIALISERS
GLOBAL SPECIALISTS
GLOBAL PLAYERS CONTROLLING YOUR IDENTITY
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WE ARE UP AGAINST NEW PLAYERS
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1993On the Internet, nobody knows you’re a dog.
2016On the Internet, everybody knows you’re a dog.
AND ENTERING A NEW PHASE OF THE INTERNET
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PERSONALISED EXPERIENCES
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Seamless cross-device
content consumption with
Netflix
LaptopBedroomSnoozing
Tablet Train
Commuting
SmartphoneAirport Gate
Waiting
SEAMLESS CROSS-DEVICE EXPERIENCE
WE’RE INVESTING HEAVILY IN
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In order to compete with the global giants, I believe it is necessary that we concentrate our technological efforts in order to get the most out of our combined resources. We need to combine our great skills and experience with new competencies and tools. Our decision to take a big step up in technology, data science and product development will have a huge impact.
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ROLV ERIK RYSSDALCEO Schibsted Media Group
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WE WILL BE MUCH MORE
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ONLINE CLASSIFIEDS INVESTMENT PHASE •Estimated spending to be closer to EUR 100 million in 2015
WEB TV • Investments expensed and affecting EBITDA negatively with around EUR 15 million – mainly VG and Aftonbladet
NEW ONLINE TECHNOLOGY AND ONLINE DEVELOPMENT • Increased investments of EUR 20–30 million in 2015
• 60%–70% expected to be capitalized
DIGITAL INVESTMENTS
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NEW ONLINE
SERVICES
TARGET: A GLOBAL LEADERIN ONLINE CLASSIFIEDS
PROVIDING SMART SERVICESFOR EVERYDAY LIVING
BUILDING WORLD CLASSDIGITAL MEDIA HOUSES
ADVANCED DATAANALYTICS CUSTOMER INSIGHTS PAYMENT SERVICES TECHNOLOGY
PLATFORMSORGANISATION &
COMPETENCE
SCHIBSTED ECO SYSTEM
A CLOSER LOOK AT OUR
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PLATFORMS1. PUBLISHING 2. MARKETPLACES
3. ADVERTISING
SCHIBSTED POTENTIAL NEW PLATFORMS
COMPONENTSIDENTITY
PAYMENT
EXPERIMENTATION
FRAUD
ENABLINGTECHNOLOGIES DATA & ANALYTICS INFRASTRUCTURE
END PRODUCTS
FUTURE POTENTIAL PRODUCTS
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Online Classi-fieds
Media Houses
Existing Growth
New Growth
Existing Growth
BE
DIF
FER
ENTI
ATIN
GB
E C
OM
PAR
AB
LEObject related Identity
P2P Payment
■Local content■Shopping intent■Personal finance
OUR DIFFERENTIATING IDENTITY DATA:
WE HAVE THE DATA FOR
1. More customer insight
2. Better user products and services
3. Defend and grow advertising
4. Increased growth innovation
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WHAT WILL THIS GIVE US?
SCHIBSTED MEDIA PLATFORM
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MEDIA PLATFORM VISIONSchibsted Media Platform will enable our publishers to leap into a digital only newsroom, where they can, with
high speed and precision, innovate on and deliver personalized experiences for its consumers.
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FIVE CORE PRINICIPALSDigital only DataTransparency The individual UX
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PRODUCTS & TECH
Infrastructure
Data
Analytics
Product APIs
User Experience
Payment
Identity
Advertising Platform
Media Platform Marketplace Platform
DISCOVER
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Discover news, trends and value in real time.
CREATE
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Create engaging stories for the consumer with simplicity.
CURATE
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Curate content to reach the consumer in the right way at the right time and place.
ENGAGE
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Engage audience to maximize reach, impact and learning
STREAM
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Upload, convert, store, distribute and monetize video
■ Svenska Dagbladet was the first of Schibsted media houses that migrated to SMP.
■ The project ran for 14 th months and included development within editorial, advertising and subscriptions systems.
■ A new responsive web site was launched on the 25 th of May 2015 on top of SMP
■ Newsroom migrated from Escenic CMS to SMP
■ Compeletely new workflows in the newsroom30
SVD ON THE MEDIA PLATFORM
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FASTER AND EASIER
Editor search forthe storietag
The tag generates the package on the site
A story page is automaticly generated
■ The editor controls the algorithm by
■ The news values set by newsroom
■ The time the article is judged to be relevant
■ The number of readers and shares
■ The category the article belongs to
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THE ALGORITHM
SO HOW DOES IT WORK?
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Newsvalue + click
Newsvalue
Lifetime mid
Lifetime long
Popular (click + CTR
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NEXT STEP40 %
B2B
Pageviews
40 %B2C
Convertion
20 %LOYALTY
Time spent
■ Project is running in VG (Verdens Gang) in Norway right now: ”VG 2020”
■ Developers, UX and journalists working side by side to try to figure out the best news experience for the future
■ This is what they have come up with so far…
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THE FUTURE OF NEWS
■ The digital transformation affects everything we do. It will NOT stop – rather accelerate even quicker.
■ It is a global game now. Strong international competitors.■ The web is changing from anonymous to identified. Login becomes
essential.■ Traffic and data is the new currency. Will increase further with wearables
and the Internet of Things.■ More data driven newsrooms opens up for new interesting experiments
around personalization to optimise our business goals
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KEY TAKE-AWAYS
THE FUTURE IS NOW