Online Intelligence Solutions HOW CAN BIG DATA ANALYTICS HELP THE MEDIA BUSINESS? Mathieu Llorens – CEO – AT Internet Futur Media – June 27th Moscow

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 AT INTERNET WEB MOBILE SOCIAL A DIGITAL ANALYTICS PROVIDER SINCE , ,000+ years’ experience employees worldwide customers from all sectors sites measured

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 WRONG PRIORITIES PAGE VIEWS VS VISITOR LOYALTY STEP 1 Traffic acquisition STEP 2 Targeting STEP 3 Overall quality & performance

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 PRIORITIES PAGE VIEWS VS VISITOR LOYALTY STEP 1 Content quality & performance STEP 2 Ad Targeting STEP 3 Traffic acquisition

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 VISITOR LOYALTY FIRST New data based models: to get the right ads & content in front of the right people

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 IMPROVING USABILITY  Click zone and scroll view heatmaps  Page load response time  Internal search engine improvements E.G. NATIONAL PRESS/FRANCE Returning visitors (monthly basis) +12% Bounce rate (home page) from 65% to 47%

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 MOBILE & APP  Mobile Adserving monitoring  Usability: web site on mobile devices  Off-line hits on applications E.G. TV BROADCASTER – GERMANY Trafic on web/mobile sites via mobile devices: + 25 % Mobile advertising revenue: + 35 %

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 RICH MEDIA ANALYSIS  Precise streaming analysis (trailers)  Complete view rate  Correlation between complete view rate and box office success E.G. CINEMA PORTAL – WW Predictive offer for the film distribution industry. Audience broadcasting platform. New business model! New Post Roll trailer offer: +20% videos viewed (and invoiced…)

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 TO TARGET OR NOT TO TARGET?  A very powerful strength THE TWO SIDES OF THE FORCE  …which may take you to the dark side

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 CONTENT/AD TARGETING  Geolocation  Devices  Customer behaviour o Areas of interest o Purchase history o …  Weather etc. E.G. MEDIA GROUP – INTERNATIONAL Audience growth +23% Click rate on ads +55% ROI for advertisers +33%

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 THE DARK SIDE  Adapt your editoria l policy according to: o search trends o most frequently consulted content o visitor profile o best indexed content in Google … OF TARGETING

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 THE DARK SIDE  Can massively increase your audience on the short term if successful OF TARGETING

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 THE DARK SIDE  BUT on the long run: o Junk information (sex, vanity, fear) // Junk food (sweet, salt, fat) o Uniformisation o Loss of credibility o Revenue decreased for most of the players OF TARGETING

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 THE DARK SIDE  On the long run, the best algorithms win (Yandex, Facebook, Google…)  GAME OVER OF TARGETING

ONLINE INTELLIGENCE SOLUTIONS © COPYRIGHT 2012 CONCLUSION  Use your data to improve customer loyalty (usability, content)  Target your ads not your editorial policy  Trust the future DON’T TRUST (ONLY) THE MACHINE!

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