Media Industry Overview Erin Davis

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Media Industry OverviewErin Davis
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Media Its Diverse

• The media industry is comprised of a number of
  categories
• Entertainment Media
• Portals/Search Engines
• Online Directory Services
• Publishing (Newspapers, Periodicals, Books, etc.)
• Television /Radio Broadcasting
• Social Networking
• Category Media

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Media Common KBRs

• Common Media KBRs
• Increase revenue through ad sales
• Inventory quantity
• Inventory quality
• Increase per visit engagement entice visitors to
  consume as much content as possible
• Increase retention and drive visitor return
  frequency-build the brand

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Making MoneyHow Does Media do it?

• Ad Revenue
• Sponsorships (exclusivity)
• Impressions (CPM)
• By type (page, video pre-roll)
• By method (direct sales force, network)
• Other Sources of Revenue
• Products (NFL Shop, WarnerBros store)
• Services (classifieds, cable/broadband)
• Federated Search (portals)
• Performance based partnerships (lead generation)
• Media companies make money by reporting
  impressions, traffic and other consumption
  numbers that establish their ranking and prove
  their value to advertisers agencies

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Media Key Performance Indicators
Sample KPIs

• Monthly Unique Visitors
• PV (Site Page View Consumption)
• PV / Visit
• Average Time Spent on Site
• Average Days Since Last Visit
• Return Visit Frequency
• Advertising Click Rate
• Page Value (revenue per page)
• Ad Impressions
• Ad Clickthroughs
• Subscriptions/Registrations
• Content Consumption per Visit
• Searches per Visit
• Blogs/Profiles/Threads Created
• Forums/blogs - Comments Posted

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Optimizing Success Media Use Case 1

• OPTIMIZING EXTERNAL CAMPAIGNS

Identify search keywords that drive the highest
traffic
Focus on keywords/engines that lead to successful
site conversion
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Optimizing Success Media Use Case 2

• OPTIMIZING MEDIA CONTENT

Use page names, site section, content type, and
other content reports to identify high traffic
volume areas and abandonment rates
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Questions?