1. Digital Distribution Strategies:
How to Drive Incremental Revenue
through Syndication and Licensing
MODERATOR:
Ben Weinberger, CEO, Digitalsmiths
PANELISTS:
Adam Cahan, CEO, Auditude
Ed Kim, CEO, Red Bricks Media
Mike Maser, Chief Revenue and Strategy Officer, Digg
Andrew Snyder, Chief Revenue Officer, Associated Content

2. Why Syndicate
• Audiences are fragmenting across the
web
• More people watch TV online
than on their DVR’s
• To make $$ from online video you need
scale

3. Everyone Wins: Audience,
Advertisers, Content Owners, Websites
↑ 600%
1.
viewing
2. Promotion 1.2% 3. $$ Website and
+ CTR content owners

4. Social Media Distribution
• Find your ʻinfluencersʼ - Digg, Facebook and
Twitter have 250MM of them
• Create great content – borrow a social graph
• Focus on what works – your data will guide
you
• One social action = (pass-along)10

5. telegraph.co.uk case study
Telegraph Case Study
Source: Telegraph Internal WebTrends
5.5 million page views from Digg
(December, 2008)
Smart Digg Button added
(August, 2008)
Widget added
(October, 2008)
583k page views from Digg
(May, 2008)

6. Driving Traffic: Integrated
Architecture
Paid Search
Engage
Integrated Traffic Drivers
Banners
Register
Buy
Email
SEO Press
Releases
Video/YouTube SITE/
CONTENT
Social Network
Twitter
Send to a Friend
BzzAgent
Blogger
Outreach

7. Monetization Strategies
Major Magazine Publisher can
unlock $10+ Million in additional
revenue
Email Sponsorship: Sell display ads on a CPM
model
Keyword Sponsorship: Match advertiserʼs
messages with email copy keywords
Email List Rental: Rent out email lists to highly
qualified sponsors for a premium CPM
Behavioral Data Sales: Sell key data (and
other) to behavioral targeting companies and
select 3rd parties
Lead Generation: Sell highly targeted leads to
advertisers seeking niche consumer segments

8. Aligning Content & Traffic
Economics

9. Industry News
1. Move Networks acquires Inuk- IPTV.
2. Vevo announcement- UMG's partnership with Google.
3. Warner Bros. movie library available online- 150 titles.
4. NY Times cutting content- decreasing relevancy?
5. Newspaper ad revenues down 30% in Q1! Bankruptcies.

10. Q&A

11. 5 Key Takeaways- Digital Distribution Strategies
1. Digital distribution requires more sophistication to build
an audience, manage programming and measure the
audience.
2. Audiences are fragmenting; syndication is imperative. In
order to achieve business potential online, scale is key.
3. Content owners need to manage sale around their brands.
4. While media consumption behaviors are changing
dramatically, content quality still wins the day.
5. Legacy content owners/creators must employ strategies to
acquire content, including syndication from social media
publishers.