Key Drivers of EL PAĂ?S Digital Transformation
The 2012 –2017 period has been marked by growth EBITDA Global €000
2012
+68%
2017
But it has also been a period with significant changes in the business model
Where digital steals the limelight €000 EBITDA Legacy
-46%
EBITDA Digital
+159%
-28%
Structure costs
2012
2013
2014
2015
2016
2017
This growth is due to a clear and determined committment to the digital transformation of the company
Since 2012, significant increase in digital audiences …
x3
x2
x42
UNIQUE NAVIGATORS
PAGES VIEWS
VIDEO STARTS
+87% ADVOCATE READERS
‌and in digital revenues Digital revenue +145%
â‚Ź000
2012
2013
2014
2015
Digital advertising versus total advertising 18%
23%
29%
2012
2013
2014
34%
2015
2016
2017
39%
46%
2016
2017
+90%
Revenue per channel
2015
2016 Direct
Source: Internal (2018 estimated)
2017 Indirect
Branded Content
2018
Revenue from campaigns with Data
2016
Source: Internal (2018 estimated)
2017
2018
Drivers of the digital transformation
Product Development
Drivers of the digital transformation
Distribution Globality Data
Product Development
Drivers of the digital transformation
Distribution Globality Data
16 APP iWatch
16 Salida responsiva de artículo Brasil y Cataluña
22
3
14 Materia
SEP
OCT
NOV
21 App Smart TV
Reducción de paginación
DIC
FEB
MAR
21 Personalización del contenido (Cxense) ABR
MAY
JUN
JUL
AGO
SEP
OCT
NOV
6 El PAÍS Cataluña Reordenación Editorial de fin de semana
2014
2015
12 Android app America
DIC
02 Verne México
01 09 ‣ Prototipo PAW (Progressive Adaptative Web) ‣ What´s on TV
03
18 IOS App
12 Facebook Instant Articles (Prototipo)
24 AMP ENE
04
14 Alertas e-mail
MAR
18 Salida responsiva de artículo España y América
2016
ABR
MAY
18-20 Portada responsiva Cataluña España América y Brasil 21 Horóscopo 30 App. El PAÍS VR
JUN
01 Fukushima, vidas contaminadas (Documental VR)
JUL
01 Facebook Live 04 Web Responsiva
27 Web Responsiva
27 BOT Facebook
Facebook Instant Articles FEB
22 Web Responsiva
AGO
12 Test A/B en home
NUEVA REDACCIÓN
SEP
15 ‣ BOT Twitter ‣ Piloto Player Youtube OCT
NOV
DIC
18 App. Apple TV
2
25 Recomendador
30 Nuevos especiales
20
3
Adblockers
EL PAÍS SEMANAL
1
18
Smoda Resideño
ENE
FEB
MAR
MAY
ABR
JUN
9 13
Instant Article CincoDías Retina
Multiple Editions Facebook (Facebook Journalism Program)
16
2017
HTTPS CincoDías/Retina
24 Youtube Player
JUL
1 EL PAÍS HD
4 HTTPS EL PAÍS
AGO
22
22
20
TWC
Player flotante
Fotogalerías
SEP
OCT
NOV
26 Migraciones de dominios
DIC
Product Development
Verticals
Mobility
Video
Product Development
Verticals
Mobility
Video
Verticals Cinco DĂas 41% new readers
El Comidista 23% new readers
Materia 28% nuevos
Smoda 24% nuevos
BuenaVida 23% nuevos
ICON 21% nuevos
Tentaciones 23% nuevos
Verne 30% nuevos
Source: Omniture. 2017
Product Development
Verticals
Mobility
Video
Source: Omniture. 2017
ene-18
nov-17
sep-17
jul-17
may-17
mar-17
ene-17
nov-16
sep-16
jul-16
may-16
mar-16
ene-16
nov-15
sep-15
jul-15
may-15
mar-15
ene-15
25% Mobile
nov-14
sep-14
jul-14
may-14
mar-14
ene-14
Evolution of mobile traffic >70% 2018 65% Mobile
11% Tablet
7% Tablet
64% PC
28% PC
Product Development
Verticals
Mobility
Video
RevisiĂłn integral de la estrategia de vĂdeo
YouTube
Impact across the organization
Product
Legal
Engineering
Analytics
UX YouTube
|
Digital News Initiative
|
Proprietary & Confidential
Newsroom
Commercial
YouTube Player for Publishers Incremental views and time watch
Fuente: Omniture. 2017
New revenue source
Cost savings on hosting and streaming
Desarrollo de Producto
Drivers of the digital transformation
Distribution Globality Data
Brand versus Distribution Brand Social SEO Other
51% 13% 26% 10%
2014
Source: Omniture. 2017
Brand 44% Social 23% SEO 32% Other 1%
2016
Brand 33% Social 24% SEO 41% Other 2%
2017
New formats: Accelerated Mobile Pages 30% PC
46% Mobile AMP
24% 65% * of AMP readers are new to EL PAĂ?S * 2017 Average. Omniture
Mobile Non AMP
New formats: Facebook Instant Articles
10% PC
50% Mรณvil Instant Articles
40% Mรณvil No Instant Articles
58%* of Instant Articles readers are new to EL PAร S * 2017 Average. Omniture
Product Development
Drivers of the digital transformation
Distribution Globality Data
We have scaled our audiences America
Spain
Rest
1º Spanish-speaking news site worldwide
2017
55%
2017
36%
2017
9%8% 2014
2014 9.8MM
2014 28%
8%
64% 4º México 8º Brasil
Fuente: News Comscore Magazines (Jan 2018) y Omniture. 2017
Product Development
Drivers of the digital transformation
Distribution Globality Data
Readers have split into multiple form users who consume information and entertainment at different levels of involvement and who require a customised approach.
Trust and data at the core of the strategy
AUDIENCES From Reach to Loyalty
PRODUCT User-centric approach
TRUST & DATA MONETIZATION User-based revenue streams
The new model From an ANONYMOUS and FREE model
From generating IMPRESSIONS
to
to
Explore one of KNOWN USERS that extend our revenue models generating PROFILED USERS/ INTENTIONS
From a GENERAL-ONLY news product
to
a SPECIALIZED CONTENT PLATFORM
From a PRODUCT CENTRIC ORGANIZATION
to
a CLIENT CENTRIC ORGANIZATION
AUDIENCES: From Reach to Loyalty
Audiences: From Reach to Loyalty Data as the key distinguishing factor to support the Content, Commercial and Transactional Strategies
Value proposition
Registration and login navigation
From anonymous Driver to harvest socioaudiences to known demographic and AUDIENCES / From Reach(and to Loyalty hopefully loyal) behavioral data. users Vestibulum
Capabilities supporting interaction with the product in a frictionless way
congue tempus Continuous data processing Insights both on/off platform through integrations with big tech. players. Propensity models
Lorem ipsum dolor sit amet, Data Outcomes consectetur adipiscing elit, sed do eiusmod tempor.
Personalization of content and commercial offer. Optimizing production processes
Audiences: From Reach to Loyalty Does this mean that we abandon the discovery of new audiences? Not quite
AMP
Facebook Instant Articles
Other Platforms
AMP brings value both in bringing new visitors and additional revenue
Instant Articles brings value in discovering new visitors; revenues, however, are not performing so well.
Remain in control of the Analytics and Monetization capabilities
AUDIENCES / From Reach to Loyalty Platforms become fishing ponds to discover new audiences with whom to build an engagement strategy Direct traffic is the most valuable to us since it is the best one for building stronger relationships with readers; social and search, however, have proven to be the main sources of acquisition of new readers
PRODUCT AUDIENCES: - CENTRIC From Reach APPROACH to Loyalty
Product: User-centric approach Privacy and Security
Performance
High commitment to guarantee the safety and privacy of readers.
New key business objective to meet users´expectations regarding page loading rates.
Enhance user experience
PRODUCT AUDIENCES: - CENTRIC From Reach APPROACH to byLoyalty use of data and by
Data
Flexible technology
Strengthen capabilities in data analytics to get insights that help driving a more personalized product and user experience.
To optimize content production and distribution workflows to effectively deploy new products in an agile development environment.
levering technology capabilities
Product: User-centric approach
Platform - Verticals Specific approach to niche communities based on social and demographic analytics.
Mobile
Video
Increasing engagement with the audience by enhancing the mobile product.
YouTube has proven to be a cornerstone of the video strategy with outstanding time spent KPIs
Globalization
Innovation
Global perspective for local audiences
Response to machine learning technologies and voice-activated products across multiple devices
MONETIZATION AUDIENCES:/ User-based From Reachrevenue to Loyalty streams
Monetization: User-based revenue model Once scale has been reached, the moment has come to diversify our revenue streams by exploring userbased transactional opportunities
1 Digital Advertising Push Premium programmatic advertising Video and audio advertising Audience Extension Product Development and Commercial Innovation
2 Branded Content Development
3 Transactional Model Expand affiliate partnership Prescription model Exploring different user-based revenue models
Thank you