Bridging Content and Commerce_B lerer bridgingcontent

BEN LERERC O - F O U N D E R & C E O

@BenjLerer

The distance between

INSPIRATION and

POINT OF PURCHASE

has come together.

@BenjLerer

A media company’s

CORE ASSET is its access to,

relationship with, and ultimately

influence over its audience.

@BenjLerer

@BenjLerer

Commerce provides the opportunity

for media companies to not just

think about share of ATTENTION,

but also share of WALLET.

@BenjLerer

Source: Altitude Digital

U.S. Ad Spending

2011

76%Nonprogrammatic

2012

62%2013

47%2014

36%2015

27%2016

21%2017

17%@BenjLerer

The Commerce Business

1M+Packages

Shipped

In 2014

$100Packages Shipped In 2014

Projected

Revenue in

2015

60%Packages Shipped In 2014

Repeat

Buyers

@BenjLerer

Massive Commerce Business

80% commerce

20% advertising

@BenjLerer

We are the media company that’s

closest to the customer’s wallet.

@BenjLerer

StorySelling

Content at

a Venue

Content in

Funnel

Content in

a Box

Content

for Sale

Relevant Content

Awareness &

Consideration

Commerce

Intent &

Conversion

@BenjLerer

Content in Funnel

@BenjLerer

Bad Definition of Disruptive

1. To cause something to be unable to continue in the

normal way; to interrupt the normal progress or

activity of something

@BenjLerer

2. A new product, service or idea that radically

changes an industry or business strategy

Good Definition of Disruptive

@BenjLerer

18

Content for Sale

75 Advertiser Events in 2014, across 17 cities, with over

20,000 attendees and thousands of tickets sold.

Content at Events

@BenjLerer

Content in a Box

@BenjLerer

Actionable User Data No Stand-Alone Media Company Can Match

Taxonomy

Content Categories

Commerce Product Categories

Commerce Brand Names

User Behavior

Content Clicks

Social Sharing

Add to Cart

Browsing History

Order History

Purchase Frequency

Average Order Size

LTV

Personally Identifiable Information

Age

Email Address

Home Shipping Address

Types of Credit Cards

Social Login Information

Mobile Devices Used

Thrillist City Subscription Preferences

Private Label

& CollaborationsPersonalization Ad Targeting

@BenjLerer

TMG Ad Campaign with Integrated

Content & Commerce

3.5x Larger

@BenjLerer

@BenjLerer

Maximum Monetization

Notes:

(1) Uses consensus 2014E revenue estimates compared against Q3 2014 total active users.

(2) Uses 2014 revenue compared against total monthly unique users at the end of Q3 2014.

(3) Excludes AOL’s subscription business and uses net revenue.

(4) As of January 2014 and includes Tumblr users.

(5) Represent TMG’s 24-month gross revenue LTV.

$9.18

$8.21

$6.47

$4.86$4.40

$3.99

$3.02$2.70

(2) (4)(3)

2014 ARPU$102.77

$66.97

$52.66$48.83

$26.76

$12.85$10.24 $10.16

2014 RPM(5)

@BenjLerer

90%

LIFTAVERAGE

143%LIFT

AVERAGE

143%

Content that Drives Advertiser

Purchase Intent

@BenjLerer

We’re not the only ones doing this.

@BenjLerer

@BenjLerer

@BenjLerer

THANK YOU.

You are all so gorgeous.

@BenjLerer