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How Media and Entertainment Giants Dominated Digital Transformation

In 2006, only 22% of the Comscore MediaMetrix Top 50 digital properties were Media & Entertainment companies. By 2014, that number grew to 36%. Today almost 70% of the top 50 digital properties are either large media networks or entertainment services. How did they achieve such growth in just a few years?

At the top of the rankings you have Google, Facebook, Microsoft, and Yahoo but just behind that are large media networks - in the top twenty - CBS, Time Inc, Turner, USA Today, Conde Nast, and Hearst. These titans beat out some well known digital and commerce players like Yelp, PayPal, and Target.

Media brands were the first movers to the web and mobile - but in world dominated by digital behemoths, how can they maintain and grow their position?

We will dig into the latest statistics from Comscore, App Annie, and NewsWhip to paint an accurate portrait of digital media landscape in 2017 in the upcoming webinar How Media and Entertainment Giants Dominated Digital Transformation and How They'll Maintain Their Position. We'll also examine the techniques some of the top tier Media & Entertainment companies are using and what you can learn from them.

How Media and Entertainment Giants Dominated Digital Transformation

Here are some of the examples and areas we will cover:

Build, Buy Or Partner to grow your brand and audience

For most media companies - the answer recently seems to "buy". Turner Digital bought sports network Bleacher Report in 2012, and in 2016 announced plans to invest another $100m in expanding it. The acquisition has lifted Turner from about 20th place to 11th place in the Comscore rankings over the past two years.

Build is critical too. Time Inc, now 10th largest digital property, is seeing a digital resurgence by creating new digital brands based around audience segments. For instance, they recently launched TheDrive, for automotive fans and Extra Crispy for foodies. However, Time Inc recently bought some of its audience, buy acquiring Viant in 2016 - that's the ad network and audience related to the former MySpace.

We will also explore some of the mistakes made in the build, buy, partner arena; for instance, NewsCorp's acquisition of MySpace, or the $100 million investment a major newspaper made in their digital platform, ironically named Thunderdome.

Syndicate everywhere + measure audience

Modern media brands have learned how to digitally distribute their content to platforms but also measure the reach and engagement using available APIs. Buzzfeed is the prime example, with 60% of its content views coming from Facebook Video and YouTube. With Facebook now accounting for 50 minutes of each internet users days (US) in 2016, "atomizing" your brand's content and making it available there is critical to maintain a relationship with your consumer. But how do you avoid the pitfalls of relying on digital media networks for distribution and audience?

Using digital to create new lines of business

Apple, the world's largest music retailer, takes 30% revenue of all transactions. In addition, streaming revenues while important, have diminished more profitable digital download sales. Universal Music Group and Warner Music Group have created new direct to consumer businesses (D2C) where new product offerings allow the companies to keep the bulk of the revenue while maintaining relationships with fans.

Register now for How Media and Entertainment Giants Dominated Digital Transformation

Tuesday, June 20, 2017 01:00 PM EDT
Duration: 60 min
Speakers: Chuck Fishman - Director of Industry Development + Marketing, Acquia

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