Digital Winners 7-8-November: Tour de Digital, Torry Pedersen CEO VG

1. TOUR DE DIGITAL

2. THE MANAGEMENT DILEMMA
•
RELENTLESS PURSUIT TO CONQUER NEW FRONTIERS
•
FOCUS YOUR ENERGY TO PROTECT ESTABLISHED BUSINESS

3. THE WRITING ON THE WALL

4. THE FUNCTION OF CAPITALISM

5. AN EXODUS FROM OUR PROMISED LAND
Daily coverage (people)
70 % GROWTH IN TOTAL
AUDIENCE SINCE THE
PEAK OF PAPER
-Print audience more than
halved
-Online (vg.no) audience
tripled
-Mobile audience from
«zero» to 1 million in just
five years
Source: TNS Gallup, Consumer&Media-study, 04/1 – 13/2. Unit: Daily coverage in population 12+, 12 months average.

6. THE READERS ARE GOING MOBILE
2011
2012
2013
31.000.000
30.000.000
29.000.000
28.000.000
27.000.000
26.000.000
25.000.000
24.000.000
23.000.000
22.000.000
21.000.000
20.000.000
19.000.000
18.000.000
17.000.000
16.000.000
15.000.000
14.000.000
13.000.000
12.000.000
11.000.000
10.000.000
9.000.000
8.000.000
7.000.000
6.000.000
5.000.000
4.000.000
iPad 1 launched
in Norway
3.000.000
2.000.000
1.000.000
Week 1
Week 5
Week 9
Week 13
Week 17
Week 21
Week 25
Week 29
Week 33
Week 37
Week 41
Week 45
Week 49
Week 1
Week 5
Week 9
Week 13
Week 17
Week 21
Week 25
Week 29
Week 33
Week 37
Week 41
Week 45
Week 49
Week 1
Week 5
Week 9
Week 13
Week 17
Week 21
Week 25
Week 29
Week 33
Week 37
Week 41
Week 45
Week 49
Week 1
Week 5
Week 9
Week 13
Week 17
Week 21
Week 25
Week 29
Week 33
Week 37
Week 41
-
Kilde: Xiti 2010-2013

7. NON-LINEAR TV – READY TO CONQUER THE SOFA
Source: Dr. Klikk, internal analytics

8. THERE ARE MILLIONS OF PAPERBOYS

9. A HIERARCHY OF RELEVANCE

10. USE OF DATA – TARGETED ADVERTISING

11. YOU MUST CONVEY THE CULTURAL SHIFT
15 minutes
Open for everyone
Maximum transparency
Foster disagreement based
on arguments

12. A NEW PARADIGM
Linear
Exponential
Scarcity
Abundance

13. TECHNOLOGY AND EXPONENTIALSISM
5000 B.C. to 2003 A.D.: 5 exabytes
of digital information
2003-2010: 5 exabytes every 2 days
By 2013: 5 exabytes every 10 minutes
Source: Google’s Eric Schmidt
Exabyte = 1,000,000,000,000,000,000
News Media Outlook 2013: The Print + Digital Dynamic In Exponential Times

14. THREE THRESHOLDS TO PASS
1
LESERE
2
3
LESERINNTEKTER
ANNONSEINNTEKTER

15. THREE LEVELS OF ENGAGEMENT
OPEN
-VG’s leading window for news
-A national common experience
-An around-the-clock news
organisation
-Always updated
-Useful
-Entertaining
LOGGED IN
-
Personal
Recommendations
Privileges
Added value
PAID
- People driven
- Feature
- Inspiration

16. SPID HELPS US MOVE CUSTOMERS TO PAID LEVEL
From OPEN to LOGGED IN
From LOGGED IN to PAID
On Godt.no, 176 000 SpiD users visited in
September. We can recognise them and
welcome them to engage in the service.
10% of SPiD users visiting Vektklubb.no are
not paying customers – yet.
Hei Torry,
Vi ser at du er innlogget som SPiD-bruker. Nå får alle SPID-brukere 14 dagers gratis prøvetid på
Vektklubb.no
Ja takk
Logg meg av SPiD
Hei Espen,
Vi ser at du er innlogget som SPiD-bruker. Hos godt.no får du en rekke fordeler
om du velger å forbli innlogget med SPiD. Du bl a kan lagre oppskrifter,
diskutere mat og lage dine egen oppskriftsbok.
Hi Espen, we see
that you visit us as
a SPiD user. Log
in to save recipes,
discuss cooking
and make your
own cookbook.
Hi Torry, we see
that you visit us as
a SPiD user. Right
now we offer all
SPiD users a 14
days’ free trial at
Vektklubb.no

17. VG+ ALREADY HAS IMPRESSIVE GROWTH
Clearly defined publishing
strategy and content produced
uniquely for VG+ has given
impressive growth.
During 2013 VG+ has grown
from the 40th to the 11th
biggest subscription paper in
Norway. Our ambition is to
become number 10 by the end
of the year.

18. NEW CRM SYSTEM ALLOWS FOR A PERSONALIZED VG+
TRAFFIC DATA
WEB
TRAFFIC DATA
APP
CRM-SYSTEM: NEOLANE
Who are our super users?
Make them ambassadors to
recruit new customers
Who never reads sports?
Filter out the sports and offer them
more of what they like
Who reads VG+ when?
Send mail or push notification with
relevant content when we now they
are in the mood for reading

19. NEW REALIZATIONS
•
Create unique journalism that cannot be copied
•
Away with your gut feeling - you should KNOW what your readers
want to have = analysis!
•
What trigger traffic ≠ What trigger sales
•
Adopted paper truths ≠ digital truths

20. OUR ORGANIZATIONAL APPROACH
•
Focus
•
Not suppressed by legacy business culture
•
More inclined to become profitable

21. TACTUS – NEW INHOUSE AD AGENCY
- Creates innovative html 5 ads
for touch devices (games, high
engaging ads, simple mobile
friendly ads etc)
- Generates 10 % of ad
revenues on VG Mobil
- 7 persons working full time

22. MITTANBUD.NO – MARKET PLACE FOR SERVICES
- Includes all kinds of service
providers; construction companies,
auto repair shops, lawyers,
accounting and auditing firms, web
developers, printing companies, etc.
- More than 280 000 jobs have been
posted
- Companies are paying to get access
to jobs

23. E24 DINE PENGER – EVEN STRONGER
− Dominating no.1 position in
online business and finance
journalism
− Building on each brand’s
strengths: Business and
personal finance
− Major push forward in online
journalism for Dine Penger
− Strengthening E24s editorial
profile and commercial
potential
Unique users/week 2013

24. LAST, BUT NOT LEAST…

25. NORWEGIANS ARE THE FOREFRONT OF TECH ADAPTION
SMARTPHONES
LAPTOPS
85 %
73 %
45 %
TABLETS
NORWEGIAN
DIGITAL HEAVY
USERS
36%
THE TV
BUSINESS WILL
BE SUBJECT TO
THE SAME
DISTRUPTIVE
FORCES AS
NEWSPAPERS
HAS BEEN

26. Source: TNS Gallup (hhv Infosys TV og Infosys Internett)
Shows how much of the viewing the respective age segments represent

27. VGTV DOUBLES IN 2014
-
Doubling the staff
-
Doubling video inventory
-
Acquisition of programs, series
and shows
-
Big push of news
-
Even bigger push of live
-
New technology
More content for viewers, more
predictable inventory for advertisers

28. WHAT TRADITIONAL TV CAN’T DO
Boston
Bieber

29. YOUR BRAIN IS READY

30. USING MULTIPURPOSE REPORTERS

31. FIGHTING IN EVERY WEIGHT CLASS
HEAVYWEIGHT
LIGHTWEIGHT
FEATHERWEIGHT

32. MAIN CHALLENGES THE NEXT YEARS
- Utilize the major shift from desktop to mobile browsing
- Increase number of paying digital subscribers
- Leverage the revenue potential on paper-based media
- Gain a strong position in the distruptive TV market
- Develop internal organization to support new needs