how to reinvent the media business

HOW TO REINVENT THE MEDIA BUSINESS

Rian Liebenberg EVP Chief Technology Officer Nordic Media Festival 12 May 2016

2@SchibstedGroup @rianliebenberg

https://twitter.com/rianliebenberg

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ACCELERATED INNOVATION Rapid experimentation and streamlined rollout of new

features and products

PERSONALIZED PRODUCTS Data-driven optimizations and

tailored user experiences

SCALE EFFICIENCIES Common technology foundation across geographies and services

@SchibstedGroup @rianliebenberg

COMMON PLATFORMS ENABLES EFFICIENCIES AND SUSTAINED INNOVATION


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A STRONG HISTORY OF INNOVATION & DISRUPTION



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30 countries | 200 million users/month | 20 billion page views/month



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EMPOWERING PEOPLE IN THEIR DAILY LIFE@SchibstedGroup

@rianliebenberg


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schibsted.com/secondhandeffect #SECONDHANDEFFECT

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etc…

MEDIAHOUSES

etc…

MARKETPLACES

bomnegócio.comcompre e venda perto de você

etc…

GROWTH



WE ARE DEEPENING OUR FOUNDATION

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PLATFORMS

1. PUBLISHING 2. MARKETPLACES

3. ADVERTISING

SCHIBSTED POTENTIAL NEW PLATFORMS

COMPONENTSIDENTITY

PAYMENT

EXPERIMENTATION

FRAUD

ENABLING TECHNOLOGIES DATA & ANALYTICS INFRASTRUCTURE

END PRODUCTS FUTURE POTENTIAL PRODUCTS



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LEVERAGING OUR ECOSYSTEM OF ASSETS TO ESTABLISH DATA FOUNDATIONS

Stage 0: Silos of User Data

Stage 1: Sums of User Data

FEATURES

USER

S

Stage 2: Enriched User Data

FEATURES

USER

S

Stage 3: Self Reinforcing User Data

FEATURES

USER

S



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72,8 80,5

84,4

68,3 69,4

72,8

71,9 68,1

71,7 85,0

83,1

85,0

71,2

70,3 67,4

63,9

64,2

66,3

62,7

X Numbers in circles indicates Schibsted’s total reach per Norwegian county.

GEOGRAPHIC USER DATA INCREASES RELEVANCY



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UNIQUE POSITION: STRONG LOCAL BRANDS



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ADVERTISING = GROWING OPPORTUNITIES

0

2

4

6

8

10

0 5 10 15 20 25 30 35 40 45 50

Digital Ad Spend growth, share of Total Ad Spend and size (mUSD)

Italy

Spain

France

Norway

Sweden

Digital Ad Spend share of Total Ad Spend (2015, %) * Bubble size proportional to the Digital Ad Spend in 2015 in mUSD

Digital Ad Spend CAGR (’15-’19) 23% of Schibsted’s group revenues and

26%of Online classifieds revenues

are from online ads

Source: eMarketer



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THE LOCAL AD MARKETS =LARGE OPPORTUNITIES

Source: ACNilsen, eMarketer, IRM, OANDA, Schibsted analysis

0,0

1,0

2,0

3,0

4,0

5,0

6,0

France Italy Spain Sweden Norway

SME advertising market (2015e)* Billion EUR



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LEBONCOIN LAUNCHING SELF SERVE SOLUTION FOR SME’SLocal Advertising

Leveraging hyper local targeting signals in local markets

Benefit from Ad Serving and Forecasting capabilities

Following success in France, continue launching Local Ad Products in other key markets throughout 2016



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THE GLOBAL PUBLISHING CHALLENGE

BECOME CONTENT PROVIDERS for Facebook and alike to reach a massive audience, but hand over editorial and financial accountability and freedom to someone with a different mission.

REMAIN RELEVANT AS A BRAND & DESTINATION for your target audience - preserving editorial and financial accountability and freedom in fulfilling the publishing mission.



Daily digital reach* in Norway

66 %

* Q2 2015, sources: TNS Gallup, Orvesto, internal figures

55 %

65 %

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350,000 visits / hourvisits per hour on average on mobile during

the first weekend of Paris terror attacks

150 000

300 000

450 000

600 000

19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:000

150 000

300 000

450 000

600 000

19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00 01:00 03:00 05:00 07:00 09:00 11:00 13:00 15:00 17:00 19:00 21:00 23:00

22:00 - 00:001.4 M visits

FRI 13/11 SAT 14/11 SUN 15/11

45% of people in Sweden learned about the Paris attack online first, and of these Aftonbladet was by far the primary source.

29 %

4 %6 %

6 % 22 %

34 %

Fastest

Other

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FIRST: CHANGE HOW WE THINK!

Reinvent broadcasting journalism as deeply personal journalism to win the battle for user engagement

1. Totally integrate the newsroom with product & tech to have any chance at creating 1:1 (personal) journalism

2. Leave the old competitive worldview behind and unite as publishers acting as a collective force in the fight for user engagement

3.



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SECONDLY: INVEST IN PLATFORM & PRODUCTS


PUBLISHING PLATFORM

DISTRIBUTION SUITE

Magic consumer experiences built by

publishers’ product teams and delivered by Schibsted

Publishing Platform.

MONETIZATION SUITE

Powerful tools empowering the publishers to monetize creation and distribution of

content with advertising and user payment.

ADVERTISING PLATFORM, IDENTITY, PAYMENT, DATA & ANALYTICS ++

Schibsted Platforms, Platform Components & Enabling Technology

CREATION SUITE

Delightful tools empowering individual

journalists and newsrooms throughout the whole

publishing cycle.


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DISCOVER Discover news, trends and value in real time.



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CREATE Create engaging stories for the consumer with simplicity.



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CURATE Curate content to reach the

consumer in the right way at the right time and place.



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ENGAGE Engage audience to maximize reach, impact and learning



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OUR LEAP OF FAITH

Build new global platforms that provide efficient and scalable products to Publishers, Marketplaces and Advertisers; increase innovation opportunities and reduce time to market

Position Schibsted to capture opportunities in the rapidly growing and evolving online Advertising market - across Media Houses and Marketplaces

Leverage data by enabling Digital Ecosystems to provide accurate, relevant, and personalised products and experiences for our Users

