Digiday Publishing Summit Europe: Data Driven Engagement
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Snack Media is a leading independent sports digital media company that uses data-driven engagement strategies to create connections between brands and fans. The CEO discussed how Snack Media has diversified and grown over the past decade based on insights from user data. Key points included how data on gambling consumption led them to focus on ads-to-subscriptions in that space. Data also showed high fan media and streaming consumption, leading them to develop fan tools and the live streaming platform StreamFOOTBALL. Looking ahead, the CEO discussed opportunities around continued fan media growth, AI, voice/speech, and live streaming based on analyzing usage trends.
Digiday Publishing Summit Europe: Data Driven Engagement
- 1. Click to edit Master title style v Data Driven Engagement Interpreting user trends as the road to diversifying Niall Coen CEO Digiday - Barcelona 2018
- 2. • Snack Media • Market place trends, our growth & diversification story • Our approach to diversification • Insights we uncovered 24 months ago… – Sources of data – Gut feelings supported by data • Projects – Commercial content consumption trends that lead us to focus on… • Gambling – Ads to subscriptions • The growth of Fan Media & Streaming • Questions Next 15 minutes…
- 3. Our Model Snack Media collects and leverages fan data & audience for commercial return
- 4. Snack Media is a leading independent sports digital media company with over 26m sports fans. We specialise in multi-channel content creation, distributed at scale. Through data driven engagement strategies Snack Media creates authentic connections between brands & fans. Snack Media Experien ce Reac h Scale Targete d Content Succes s 11 YEARS SINCE WE STARTED IN 2007 AS A SINGLE PODCAST TODAY WE REACH 26M SPORTS FANS 370 OWNED & EXCLUSIVE SPORTS SITES DATA TARGETED DISPLAY & NATIVE CAMPAIGNS MARKET LEADING CONTENT & SOCIAL AWARD WINNING ACTIVATION CAMPAIGNS
- 5. Revenue Model Snack is a successful, and award-winning audience business that works for high profile brands like GAME, Ford and Europcar. Snack is organised around two core revenue generating areas: 1. ADDRESSABLE AUDIENCE NETWORK business. Here Snack is generating revenues from websites and associated content and technology that it either fully owns or manages on behalf of other parties. 2. ACTIVATION business. Here Snack is helping brand advertisers use social media, fan tools and platforms to extract maximum value from their major sponsorship & investments. #DATADRIVENENGAGEMENT
- 6. Diversifications to date: 2010-2018 2010 2018 Capital invested £100K Reinvest profits Turnover £43,000 £4,500,000 Unique visitors 750K 26 million IP 3 Websites 22 Fan Tools, 40 Sites & Ad Tech Clients 4 200+ Rev Streams Ad Sales Multiple Rev Streams. Ad Rev, Content, Activation, Data and Licensing Sell Ad Sales Advanced Data-Led Strategy & Tech
- 7. Historic and future trends?? EXPLOSION OF SOCIAL MEDIA FAN ENGAGEMENT AS A TOPIC?? UGC & self Publishing INFLUENCER MARKETING LIVE STREAMING & OTT REVOLUTION AI VIDEO MESSAGING 2007 2010 2012 2014 2016 2017 ESports BLOGGING SPEECH AR & VR PUBLISHERS USE DATA IN ALL SORTS OF WAYS LOSS OF AGENCY POWER? BRAND DIRECT? SNACK MEDIA LAUNCHES SPONSORSHIP ACTIVATION DIVISION Experience WE BUILT OUR OWNED SITES 6M UNIQUE VISITORS WE TOOK AD SALES IN HOUSE WE SCALED BY BUILDING OUR AD NETWORK x 370 SITES TODAY ADD NFL AS A ADVERTISING CLIENT SEPT 2010: SEED INVESTMENT £100,000 FORD BECOME A CLIENT FOR CHAMPIONS LEAGUE CELTIC LIVE – REAL TIME CONTENT SERVICES LAUNCH 26M UNIQUE VISITORS ACROSS OUR NETWORK WE STARTED AS A SINGLE PODCAST FAN TOOLS DIVISION – SNACK GAMING IS BORN TREND 2018 MASS ADOPTION OF PODCASTI NG FUTURE PROJECTS ARE BORN FROM DATA INSIGHTS WORK
- 8. Our 5 key principals that are part of every decision we make: Will our diversifications increase the companies… • Volume of inventory • Sales Price – per 1000 views? • Longer term chances of the above Is this a commercially viable project? DATA Can we capture more data? Programmatic, Direct, Content, Social, Events & Data exchanges CONTENT Can it improve our Editorial, native & social Product? For fans? FANS 26m connections Will they use it? TECH Can we use tech or tools to scale our content & maximise fan engagement CORE BELIEFSCORE Principles …from 2015 onwards IP OWNERSHIP of platforms, audience & tech
- 9. New Rights, New Tools, New Revenues EASY TO SELL & UNDERSTAND SIMPLE TO DEPLOY ADDS VALUE TO FAN EXPERIENCE BRANDING FOR PARTNERS OWNED FAN- LED TECHNOLOGY & EVENTS DELIVERS ROI The result we want…
- 10. Publisher & Fan Engagement Tools – Top 6 SOCIAL POLLS Opinion polls that allow site editorial staff to ask their readers their thoughts on the current burning issues in football, enabling users to voice their opinion on a yes-or-no basis FAN HUB Aggregated social media content sourced and categorised into one visually-pleasing feed . Pulls in YouTube, Facebook, Instagram, Twitter and RSS NEWS TICKER Rolling banner across the bottom of the website, that stays in view on all devices and provides users with the latest news from a specific category. Delivers news content from RSS CONTENT LOCK & POLL Native unit to lock content. for engagement. Content unlocks on engagement. Great for gathering first party data. FANTASY GAMING Fantasy Football & Predictor game platforms, which can be customised as per site requirements. Predictors, fantasy league and micro games. Priced on per project basis. MATCH CHAT Single sign on commenting tool. Editors can manage comments and users can sign into multiple websites in one go. Increasing
- 11. Our Process… 1. Look for insights… across all our data sets. 2. Do they serve our market? Could they serve our extended clients? 3. Do they have the potential to increase price? 4. Can they bring increased volume to O&O & our network? 5. Is the fan at the center? 6. Can we test it quickly and get swift Fan feedback? 7. Will it cost us if we fail? “If you have waited for a case study in your industry… you have waited too long” Billy Bean
- 12. Click to edit Master title style SURVEY CONTENT CONSUMPTI ON DMP DATA PURCHAS E DATA INDUSTRY INSIGHT OWN EYES Creating authentic & meaningful conversations between fans & brands Snack uses data to support ideas and trends we see in other market places. Sources of DATA … YOU HAVE MORE DATA THAN YOU THINK!!
- 13. SPECIFIC SPORTS Football Fans Cricket Fans Rugby Fans NFL Fans Golf Fans Our DMP-enabled data segmentation, provide commercial and content opportunities for specific fan types Our Data 2015/16 – We Understand Sports Fans SEGMENTED SUPPORTERS Active Footballers Armchair Viewers Avid Supporters Family Football Big Eventers FAN LIFESTYLE Betting & Gambling Finance Followers Auto Enthusiasts Male Grooming Avid Travellers Tech Savvy INFLUENTIAL FANS Constant Commenters Life Long Loyalty Widget Warriors Vigorous Voters Forum Foghorns Social Sharers Snack Media truly understand who your fans are, how they consume content and their wider behaviours across digital properties This can inform content creation, commercial strategy & improved engagement for brands
- 14. DATA INSIGHT – 2016 The Football FanCast Fan The typical FootballFanCast.com visitor • Is male • Aged 35-64 • Has children • Is employed • Earns over $100K per year • Enjoys beer • Is interested in personal finance • Plays video games • Like foreign auto brands
- 15. DATA Details XYZ.com now a more advanced view MID WEEK PEAKS… CONTENT ANALYSIS TIME OF DAY CONSUMPTION TRENDS ON CONTENT, YIELD PER HOUR CONSUMPTION CONTENT TYPES, TITLES ETC
- 16. Gambling Data points… • Strong DMP data • Great survey feedback • High consumption of gambling based content – Time spent x 2.3 higher than other articles • High spend from gambling advertisers via our platforms • Logically this make loads of sense… Insight 1 - Gambling 57% of our betting & gaming audience earn £70K+ This presented a great opportunity to target high disposable income earners & bettors across our network HABITSINCOME 56% Of Snack Media’s Network has a betting account Spending on average £13 a week 42% betting more than 5 times a month
- 17. Gambling Solutions… • Basic open market purchase & IOs • Gambling PMPS • Targeted gambling content • Multi media – The Accy Show for fans – Social media content aimed at gambling segment • Development of PremierPicks – White label for our network partners & other publishers • Test “serious football bettors service” promotions with partner • Q4 2018 Launch – Tipping service for football betters on subscription. – ThePuntr.com Insight 1 – Gambling Ads to Subscriptions… Tests Actions Insights. Multiple Do they serve our market? & Extended clients Yes Spoke to users & industry partners Potential to increase price? Yes High potential Can they bring increased volume to our network & O&O? Yes Maybe? Is the fan at the center? Yes 100% Can we test it quickly and get swift Fan feedback? Yes Test content well received Will it cost us if we fail? No 18 months
- 18. • Rise of Fan Media – Arsenal Fan TV – ½ Billion views – EE Wembley cup – 34K tickets sold – Increased request for help from these sorts of entities across our network business – Reader data • Fan Behaviour & Streaming – High % of movie & streaming users. – These same people came to the site and consumed x 3 more video than rest of our audience – This was a fast growing segment – Traffic was coming from streaming sites – Youtube etc. • Industry news & data showed a move to streaming services • Is there more content than people can consume? Do fans find it hard to source content? Do they want to watch live? Insight 2 – Fan Consumption + Streaming BIG QUESTIONS…We think we know the answer?
- 19. • Football Blogging Awards Event – 300 tickets sold – Live streaming 100K on Sky Sports Digital Channels – Survey • Playmaker FC – Q4 2018 – Snack Media’s, content creation squad • StreamFOOTBALL – BETA Live – Move to platform – Live football aggregation technology – Amazing user feedback so far Insight 2 – Fan Media + Streaming 18 months Tests Actions Insights. Some Test quick Do they serve our market? & Extended clients Yes Helping Potential to increase price? Yes High potential Can they bring increased volume to our network & O&O? Yes Yes Is the fan at the center? Yes 100% Can we test it quickly and get swift Fan feedback? Yes Test content well received Will it cost us if we fail? No
- 20. • StreamFOOTBALL – Move to platform business – Live football aggregation technology – Advanced publisher tool – Monetisation • Data insight makes this lower risk project for us Insight 2 – StreamFOOTBALL Q4 2018
- 21. 1. Development of bespoke IP and technology for our O&O business; • Looking to service the digital advertising and rightsholder markets 2. Development of Data Network via opportunistic acquisition of relevant bespoke technologies and websites; • Tactical acquisitions and technical development technologies • StreamFOOTBALL & Fan Tools • Such as Match chat 3. Investment in content (e.g. video) to “seed and feed” addressable audience and grow the Data Network; • Our detailed commercial analysis allows us to assess ROI per article and focus on effective innovation. • A grow a number of native advertising platforms / formats 4. A successful diversification into activation 5. Investment in product(s) on a lower risk basis. Use Of data & trends since 2015 has lead us to….
- 22. Mistakes we made & Future trends MASS ADOPTION OF PODCASTI NG EXPLOSION OF SOCIAL MEDIA FAN ENGAGEMENT AS A TOPIC?? INFLUENCER MARKETING UGC & SELF PUBLISH LIVE STREAMING & OTT REVOLUTION AI VIDEO MESSAGINGNG TREND ESports BLOGGING MISTAKES WE MADE • Leaving podcasting • Leaving paid for fantasy sports • Not going into eSports soon enough • Investing into DMP too early. • Being too reactionary in new ideas from time to time AR & VR PUBLISHERS USE DATA IN ALL SORTS OF WAYS LOSS OF AGENCY POWER? BRAND DIRECT? CONTINUTED RISE OF FAN LED MEDIA
- 23. Increase owned & operated users – To improve margin and therefore prices on a low-risk basis Investment into advanced web technologies with a focus on fan engagement tools used to collect fan data – to increase volume & engagement Multiplatform content – To entertain and retain Strategic purchase of websites in our niche – To increase volume and profitability Snack Media: The Future Significant market opportunities Identified through data Past Now Future Diversifications Organic Growth from Seed Investment and Reinvested Profits
- 24. We spotted some key data points for the future across our niche… • Fan Media is growing – Great for us! • AI – Big industry efficiency to be had, which could add to fan experience • Speech & Voice search – Can we producer products to take advantage of these new changes four network &f readers? • OTT, Live streaming and other technologies are only going to become a bigger part of our lives & therefore media. Thank you…. #DATADRIVENENGAGEMENT Future Insights - Breaking Convention
- 25. Questions…. Contact Email: Niall@snack-media.com Web: Snack-media.com LinkedIn: Niall Coen Twitter: Topspur_Niall
- 26. QUESTIONS