Nina Vanneck's presentation at Publish 2016

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Monetisation Strategies, and Engaging Audiences in a Mobile World

Nina VanneckHead of Publisher Partnerships

How Google partners with publishers for revenue growth

Editorial & Content

User Growth &

Distribution

Profitability

Driving Audience Growth through distribution

Increasing Net ARPU

Creating User Engagement with Innovative Content

NewsStand

News Lab

Cardboard

Better mobile experience

Trends

The Future of Media

Virtual Reality Storytelling

Data Journalism

Programmatic Efficiency

Alternative Revenue Models

Analytics Premium

Finding the right audiences using Data

news

Mobile Apps

Expanding reach

Collaborative Content Creation & Dev. Platforms

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Build for today

Make it Fast

Make it Engaging

Unlock revenue

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Confidential & Proprietary

Building for today’s users

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Confidential & Proprietary

Confidential & Proprietary

74%

of people will abandon a mobile website that takes more than 5 seconds to load

1/3

Source: Google Mobile Ads Blog 2012

Make it fast

say speed is the most important factor when using the mobile web

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Testmysite.thinkwithgoogle.com

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Testmysite.thinkwithgoogle.com

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Testmysite.thinkwithgoogle.com

Mobile first strategy tips

67%

of users start a purchase on their mobile phone, but complete it on their desktop

Make it consistent across all screens

Make it fast

Source: study by Google and Millward Brown Digital

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Make it easy for your users

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What is AMP?

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Mobile friendly

Easy to implement

Fast Gives strong incentives

Embrace the open web

The 4 Principles of AMP Ads

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‘Beautiful’ matters We’re better together Be safe, be secure Faster is better

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4xFaster

10xLess data

1 second delay = 6% less ad impressions

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“We’ve seen a 90% decrease in page latency, 96% decrease in unfilled impressions, 65% increase in ad engagement and 32% increase in eCPM. Perceived load time improved from approximately 17 seconds to 2-3 seconds.”

Conor Beck, Director of political news network TownHall Media

Progressive Web Apps (PWA): App like experiences on the Web

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Local cachingAdd to homescreen

Push Notifications

Available offline

Washington Post is using both AMP & PWA

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WaPo article in AMP carousel

Once on AMP article, WaPo silently registers Service Worker to enable PWA (no user consent required)

PWA launchable from menu

Opens PWA in Chrome browser and it loads quickly! At this point, user is fully on WaPo domain and experience

After some time on site, will be prompted to add to homescreen

Ads are changing too. From Banners to Native.

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Banner

Advertiser

Native

Advertiser

Proprietary + Confidential

One creative. Many Layouts.

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A single, component-based native creative can be displayed in many different ways.

Image

Headline10 Makeup Tips

BodyLorem ipsum dolor sit amet, consectetur adipiscing elit.

Clickthrough URLhttp://www.example.com

10 Makeup TipsLorem ipsum dolor sit amet, consectetur adipiscing elit.

10 Makeup TipsLorem ipsum dolor sit amet, consectetur adipiscing elit.

Native Ads are made for a multi-channel world

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● The multi-screen world requires flexible, component-based ads.

● Native lets publishers put the same care into their ads as they do into their content.

● Many of the fastest-growing properties are only running native ads.

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Build for today

Make it Fast

Make it Engaging

Unlock revenue

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Confidential & Proprietary

Thank you

Nina Vanneckvanneck@google.com