September 28, Local Media Association Presents: Self-serve newspaper advertising platform answers mixed media need

Transcription

1 September 28, 2017 Local Media Association Presents: Self-serve newspaper advertising platform answers mixed media need

2 Presenters Brian Gorman Co-founder and VP of Sales James Allen Senior Sales Engineer

3 ipublish Product Suite Retail Celebrations Obits Real Estate Automotive Legal Notices RESPONSIVE DESIGN ipublish AdPortal Programmatic DFP Premium Lasting Memories placeanobit.com Facebook Retail Real Estate Automotive Recruitment Liners/Semi-Display General Merchandise Real Estate Automotive Recruitment ipublish Classified RESPONSIVE DESIGN ipublish Publishing Platform Adobe Indesign Server Rich Media Server ipublish Market Place RESPONSIVE DESIGN Search and Display General Merchandise Real Estate Automotive Recruitment

4 Mixed Media Solution Programmatic HTML5 Animated Ads, Multiple IAB Sizes, Integrated with Popular DSPs Facebook Desktop & Mobile News Feed Ads, Integrated with Business Manager Third-Party Classified Verticals Real Estate, Autos, Recruitment Owned & Operated Digital Display, Integrated with DFP Premium ipublish Marketplace Real Estate, Autos, Recruitment, General Merchandise, Indexed and Searchable ipublish AdPortal ipublish Classified Newspaper Print Ads Quarter, Half, Full Page Display Ads Classified Liners

5 Use case GateHouse Media Challenge A large local market publisher of over one hundred (and growing) media markets whose enterprise systems are diverse and decentralized. Solution Implement the ipublish AdPortal Platform to standardize order entry integrated with our search and display web marketplace. Plan Begin with private party classified then address category specific solutions.

6 Execution in Three Phases 1. Connect the dots by installing base platform to include self-service and searchable Marketplace websites 2. Focus on solutions - PP Classified, Recruitment, Obits, Autos and Real Estate 3. Create a mixed media solution for Recruitment, Autos and Real Estate

7 Private Party Classified install the platform Before ipublish Media Poor user/customer experience Out of control class codes No concept or consideration for search Solution Installed ipublish Marketplace and ipublish Classified Marketplace live for all GateHouse markets and acquisitions go live quickly (100+) 70 markets live with ipublish Classified self-serve GateHouse staff can roll out instances of ipublish on their own Now focused on newly acquired larger markets revenue growth will accelerate Adding legal notices, expanded RE functionality and digital display Result Simplified the user experience Created a single database of customer data and leveraged Google search Creating a more robust set of search data increasing web traffic $500K+ in private party self-serve advertising in 2017 set to accelerate

8 Focused on Category Solutions Recruitment Before ipublish Media Very lucrative and unfortunately very transactional Dependent on multiple obsolete newspaper systems Too often they were uploading the print ad content to Monster Very limited content with no upsells and very poor search results Solution Adapted ipublish to sell fully configured recruitment packages Running in the regional call centers no self-service Initially Monster listings has been replaced with ZipRecruiter Upsells offered After College (Recruitology), DMC Video and App Vault Result Branded Job ads with better job description data for improved search More timely and better reporting with a positive impact on revenue Easier to use more accessible order entry lowered labor costs

9 Create a Mixed Media Solution Recruitment ipublish Classified Recruitment Adding self-serve packages for 50 markets underway Packages include print ads with ZipRecruiter listings and upsells Projecting an increase in print ad revenue for each of the 50 markets as a result Looking at adding passive recruitment targeted ad

10 Extend the platform Obituaries Before ipublish Media No obituary self-service with steady revenue but no growth Solution Installed ipublish AdPortal Obits and took over the Legacy upload Live in 8 markets with 12 more scheduled Self-service rate of 51% on 30,000 obits processed in 2017 Result Equivalent of three FTEs saved Projecting $15 Million in revenue processed in 2017 An estimated $750K in new revenue as a result Projection for 20 markets next year is 75,000 obits processed More than double the revenue gain Off loading of Legacy upload and support has saved labor Able to take advantage of new obit products

11 Focus on Category Solutions Obituaries ipublish AdPortal Tributes A quarterly print product that republishes the paid obituary Bundled into the original print obit for $20 to $25 per obit ipublish creates a full page template design chosen by the market Creates a special section multi page insert as a PDF PDF drops into a market s print pagination workflow Five markets are live already projected to process $500K in new obits revenue in 2017 In 2018 Tributes will generate over $1 Million in new obits revenue

12 Other digital obits solutions being considered ipublish Lasting Memories Legacy Free-to-Paid Facebook Obituaries Create a Mixed Media Solution Obituaries

13 Before ipublish Media Producing full page auto ads labor intensive with no reverse publishing Solution ipublish Autos automatically produces full page auto ads Using the same content as the digital ads Facebook, programmatic and print bundled together for dealers Result GateHouse has launched the product in eight markets Using print to create differentiation for digital campaigns Still Testing Create a Mixed Media Solution Autos

14 ipublish Classified and Marketplace ipublish AdPortal Obits ipublish AdPortal Tributes Create a Mixed Media Solution Demonstrations

15 Questions and Answers Contact Information: Brian Gorman, VP of Sales GateHouse Contact Bob Birkentall, Director of Online Verticals (859) GateHouse links GateHouse ipublish Marketplace GateHouse ipublish Classified GateHouse AdPortal Obits with Tributes Peoria Summary