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
Time Series Foundation Models - current state and future directions
Rethinking Media & Marketing For The Connected Era: AHAA "Thinking Under the Influence" Conference Edition
1. Reimagining Media & Marketing
For the Connected Era
Presented by Adam Ostrow
Chief Strategy Officer, Mashable
2. • Joined Mashable in 2007 as Editor in Chief.
• Authored 2,500+ articles for Mashable.
• Oversee content, bizdev and monetization strategy at Mashable.
.
Introduction
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)
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
9. Connected Devices Growth
By 2017, 1 in
5 tablets and
smartphones
in the U.S.
will be
purchased by
Hispanics. * Zpryme
* IDC
10. Mashable’s Mobile Audience
Mashable is now access by more than
2,500 unique devices each month!
• Mobile traffic to Mashable has
grown by 180% since 2010.
• Mobile now represents 1/3rd
of
Mashable’s audience.
• Rise of larger smartphones and
smaller tablets = more screen
sizes than ever.
14. Social media is evolving to meet the needs
of mobile consumers.
15. • Smaller screen sizes reward brevity
and visuals.
• Device functionality = new social
functionality (camera, GPS, etc.)
• Mobile serves as a “second screen”
• The majority of Facebook and Twitter
users are on mobile.
Mobile Changes Everything
22. When do you think we'll be
able to shoot full movies on a
cell phone in good quality?
“I think we're very, very close.
The power of the computers
inside your smartphone is
incredible and can do
tremendous things.”
-- Danny Boyle, Director
Low-Cost Production
31. • Mobile: Responsive
design optimizes
content and ads.
• Social: Content is
organized by social
velocity.
• Visual: Images are
shared 2X more than
links.
The New Mashable
32. • Ads live in-stream
• Ads are optimized for every
screen size
• Ads are sold across every
platform
• Infinite scroll eliminates “below
the fold” placements
• Ads are content
Rethinking Display Advertising
33. • Record traffic: 25MM unique
visitors, 120MM pageviews
• Pages per visit on mobile up 85%
• Time spent on mobile up 30%
• Performance on mobile ads
improved 2-3x
• Performance on desktop ads up 2x
Delivering Results
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 performance
Why Content?
40. "With Promoted Tweets, we've seen engagement rates from 1 to 3 percent on
average. On mobile, the engagement rates are even higher."
“As measured by click-through rates, Sponsored Stories in News Feed perform
multiple 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-through
rates. We’ve seen three to five times as high.”
Native Ads = Higher Engagement
42. Female Founders Series Leaders in Digital Series Tails and Rails
What’s Inside
Extraordinary Entrepreneurs
Series
Global Innovation Series
Brands And Readers Win
43. •50,000+ video streams
•Average viewer watched
3 mins, 15 secs
•53,000+ social shares across multiple
platforms
•4,200+ Tweets of custom hashtag
#BehindTheLaunch
Engaging Experiences
For the launch of IE9, Microsoft sponsored the original
16-episode docuseries “Behind the Launch” on Mashable.
44. Lifts Performance of Creative
Pairing creative with content and
community provided significant lift in
campaign performance:
•+305% on article pages
•+250% on voting platforms
•+102% on co-branded units
(As measured in awareness study)
45. Mashable Lift Units get 1.5-2.5% CTRs
Mashable Custom Content gets 50% more
engagement than organic content.
Improves performance of display ads by 2-3x
Custom Content + Native Ads
52. •Design for an optimal
experience on every device.
•Develop an expertise in
speaking to your brand’s values;
not just its products.
•Create content that drives
engagement across social
platforms.
•Organize your teams to take
advantage of real-time marketing
opportunities.
•Amplify your brand assets with
native advertising solutions.
5 Keys to Success