how scandinavian media group schibsted became a data & technology driven media company

THE FUTURE IS NOW

SCHIBSTED THE

NEXTLEVEL

WEBTOMORROW Ghent 15 th of june 2016Fredric Karén, editor in chief Svenska Dagbladet, Stockholm, Sweden

THIS IS SCHIBSTED

CLICK TO EDIT MASTER TITLE STYLE

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THE SCHIBSTED

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KEY FIGURES 2015

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MEDIA HOUSES 2015


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MARKETPL

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GROW

IT’S A NEW GAME

Mar

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GLOBAL SOCIALISERS

GLOBAL SPECIALISTS

GLOBAL PLAYERS CONTROLLING YOUR IDENTITY

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WE ARE UP AGAINST NEW PLAYERS

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1993On the Internet, nobody knows you’re a dog.

2016On the Internet, everybody knows you’re a dog.

AND ENTERING A NEW PHASE OF THE INTERNET

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PERSONALISED EXPERIENCES

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Seamless cross-device

content consumption with

Netflix

LaptopBedroomSnoozing

Tablet Train

Commuting

SmartphoneAirport Gate

Waiting

SEAMLESS CROSS-DEVICE EXPERIENCE

WE’RE INVESTING HEAVILY IN


In order to compete with the global giants, I believe it is necessary that we concentrate our technological efforts in order to get the most out of our combined resources. We need to combine our great skills and experience with new competencies and tools. Our decision to take a big step up in technology, data science and product development will have a huge impact.

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ROLV ERIK RYSSDALCEO Schibsted Media Group


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WE WILL BE MUCH MORE


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ONLINE CLASSIFIEDS INVESTMENT PHASE •Estimated spending to be closer to EUR 100 million in 2015

WEB TV • Investments expensed and affecting EBITDA negatively with around EUR 15 million – mainly VG and Aftonbladet

NEW ONLINE TECHNOLOGY AND ONLINE DEVELOPMENT • Increased investments of EUR 20–30 million in 2015

• 60%–70% expected to be capitalized

DIGITAL INVESTMENTS

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NEW ONLINE

SERVICES

TARGET: A GLOBAL LEADERIN ONLINE CLASSIFIEDS

PROVIDING SMART SERVICESFOR EVERYDAY LIVING

BUILDING WORLD CLASSDIGITAL MEDIA HOUSES

ADVANCED DATAANALYTICS CUSTOMER INSIGHTS PAYMENT SERVICES TECHNOLOGY

PLATFORMSORGANISATION &

COMPETENCE

SCHIBSTED ECO SYSTEM

A CLOSER LOOK AT OUR

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PLATFORMS1. PUBLISHING 2. MARKETPLACES

3. ADVERTISING

SCHIBSTED POTENTIAL NEW PLATFORMS

COMPONENTSIDENTITY

PAYMENT

EXPERIMENTATION

FRAUD

ENABLINGTECHNOLOGIES DATA & ANALYTICS INFRASTRUCTURE

END PRODUCTS

FUTURE POTENTIAL PRODUCTS

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Online Classi-fieds

Media Houses

Existing Growth

New Growth

Existing Growth

BE

DIF

FER

ENTI

ATIN

GB

E C

OM

PAR

AB

LEObject related Identity

P2P Payment

■Local content■Shopping intent■Personal finance

OUR DIFFERENTIATING IDENTITY DATA:

WE HAVE THE DATA FOR

1. More customer insight

2. Better user products and services

3. Defend and grow advertising

4. Increased growth innovation

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WHAT WILL THIS GIVE US?

SCHIBSTED MEDIA PLATFORM

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MEDIA PLATFORM VISIONSchibsted Media Platform will enable our publishers to leap into a digital only newsroom, where they can, with

high speed and precision, innovate on and deliver personalized experiences for its consumers.

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FIVE CORE PRINICIPALSDigital only DataTransparency The individual UX

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PRODUCTS & TECH

Infrastructure

Data

Analytics

Product APIs

User Experience

Payment

Identity

Advertising Platform

Media Platform Marketplace Platform

DISCOVER

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Discover news, trends and value in real time.

CREATE

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Create engaging stories for the consumer with simplicity.

CURATE

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Curate content to reach the consumer in the right way at the right time and place.

ENGAGE

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Engage audience to maximize reach, impact and learning

STREAM

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Upload, convert, store, distribute and monetize video

■ Svenska Dagbladet was the first of Schibsted media houses that migrated to SMP.

■ The project ran for 14 th months and included development within editorial, advertising and subscriptions systems.

■ A new responsive web site was launched on the 25 th of May 2015 on top of SMP

■ Newsroom migrated from Escenic CMS to SMP

■ Compeletely new workflows in the newsroom30

SVD ON THE MEDIA PLATFORM

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FASTER AND EASIER

Editor search forthe storietag

The tag generates the package on the site

A story page is automaticly generated

■ The editor controls the algorithm by

■ The news values set by newsroom

■ The time the article is judged to be relevant

■ The number of readers and shares

■ The category the article belongs to

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THE ALGORITHM

SO HOW DOES IT WORK?

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Newsvalue + click

Newsvalue

Lifetime mid

Lifetime long

Popular (click + CTR

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NEXT STEP40 %

B2B

Pageviews

40 %B2C

Convertion

20 %LOYALTY

Time spent

■ Project is running in VG (Verdens Gang) in Norway right now: ”VG 2020”

■ Developers, UX and journalists working side by side to try to figure out the best news experience for the future

■ This is what they have come up with so far…

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THE FUTURE OF NEWS

■ The digital transformation affects everything we do. It will NOT stop – rather accelerate even quicker.

■ It is a global game now. Strong international competitors.■ The web is changing from anonymous to identified. Login becomes

essential.■ Traffic and data is the new currency. Will increase further with wearables

and the Internet of Things.■ More data driven newsrooms opens up for new interesting experiments

around personalization to optimise our business goals

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KEY TAKE-AWAYS

THE FUTURE IS NOW

how scandinavian media group schibsted became a data & technology driven media company

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