Surviving the shift from tradition to digital revenue may not be the most challenging transformation for media companies. Speaking at BIA/Kelsey’s recent Leading in Local: Interactive Local Media conference,Christopher Lee, president of Deseret Digital Media, offered a primer on staying ahead of revenue’s transition from traditional to digital to “mobile ready.”
One of the key’s to making this shift is developing a strong native advertising capability, and Deseret is an early leader among media companies in mastering the art and science of native.
Lee says Desert Digital Media has two digital revenue buckets. The first is display (which he describes as “90 percent at risk”) and the second is “mobile ready,” which is growing by about 30 percent annually, according to Lee. Assessing the mobile-readiness of revenue is a critical test of a media business’s sustainability.
While CPMs are currently low, through skilled targeting, CPMs can grow over time. So what defines mobile-ready revenue? Here is Lee’s list:
Deseret has been particularly innovative in native advertising, building its own internal capability and developing an evolving set of KPIs and best practices. Lee says native packs a much bigger punch than more tradition forms of online advertising like banners.
The average native article on Deseret’s online properties generates 13,424 views, only slightly below the 13,836 that editorial articles receive. Lee estimated it would costs $39,000 to get 13,000 brand engagements with a brand using banner ads. With native, Lee said advertisers for “much lower cost get the same result.” Deseret sells native in packages that include content creation and posting, with clients free to use the content on their own properties as well. In some cases Deseret will distribute the native content via social media and email marketing, for additional fees.
However, Lee did acknowledge that native is not a fit for all advertisers, particularly not very small ones.
He also captured a primer on how to develop an effective native advertising capability on the following slide: