#cimdigital 2014 - david pemsel
TRANSCRIPT
David Pemsel, Deputy Chief ExecutiveGuardian News & Media
PC
Our digital journeyConversations began in coffee houses in the 18th century
72% 65% 63% 59% 44% 2581%
72% 65% 63% 59% 44% 2581%
72% 65% 63% 59% 44% 2581%
1996 1999 2010
72% 65% 63% 59% 44% 2581%
2010
And now…
81% trust
rating
Source: Ofcom 2013
Global audience of 100m unique browsers
26.5m
from US
5m from AU
40% access Guardian content from mobile devices
Source: comscore Multi-platform report, Feb 2014 data
…and our mobile audience is the most engaged of all newsbrand users
5.2 minutes per visit
3.5Minutes:
news brand
average
72% 65% 63% 59% 44% 2581%
From anonymous to known
ARPU POTENTIAL £maxAnonymous
Known
Known Member
Direct Revenue
Indirect Revenue
• Sales & Subs
• Advertising
Registration to known
Opt-in to member
Progressives: Curious Connected Consumers
“I buy new products
before most of my
friends”
14.5 million UK
Progressives
Source: TGI Q1 2014
72% 65% 63% 59% 44% 2581%
Great expectations – the post recession consumer
Brands
New moremindful consumer
Transparent Omnichannel
Storytellers
72% 65% 63% 59% 44% 2581%
Anticipating and responding tochallenges is in GNM’s DNA
Brands
Progressives
OpenIdeas
Transparent Omnichannel Storytellers
Curious Connected Consumers
OpenJournalism
OpenInnovation
Time spent
Interaction
Attitudes
Measurable multi-platform behaviours
Trust, Authority,Influence
The whole picture: Engagement
Data at the heart of engagement
Audiences Not Platforms
72% 65% 63% 59% 44% 2581%
8 quarters ofconsecutive adrevenue growth
50% digitalad revenuecontribution
+20% year on year growth in digital revenues
+6% net revenue growth
72% 65% 63% 59% 44% 2581%
Open journalism gives a more complete picture. And we do it because, if we don’t open ourselves, people will simply do it elsewhere.
Why compete when you can collaborate? It’s better commercially.
Alan Rusbridger