David Goldberg's presentation at DPS in Vail, CO on March 29th, 2017

1. DIGIDAY PUBLISHING
SUMMITBLEACHER REPORT
MAKING MONEY IN A DUOPOLY YOU’RE NOT PART OF

2. ©2016. Bleacher Report is a registered trademark of Turner + Turner Sports. All Rights Reserved.
SIZZLE

3. SF, NY, LDN
A BRIEF HISTORY OF BLEACHER
REPORT
DESK
TOP
MOBI
LE
APP SOCIA
L
???
OWNED & OPERATED OFF PLATFORM
SEO -
GOOGLE
Organic
Facebook
Instagram
2007-2010 2011 2012 2013
Facebook begins
de-prioritizing posts
with links back to
sites (2015)

4. SF, NY, LDN
HOW TO SURVIVE IN AN O&O
WORLD
• Unique Content
• Loyal Users
• Because, you will have to find ways of getting users off the other platforms and back to you
• Get away from ads – find ways to incorporate brands into content/platforms at scale, without
a 300x250
Things you’ll need to emphasize NOW:
Fast Forward Five Years:
• Less Publishers, Less Inventory
• Amount of Premium Inventory decreases, increasing value and demand
• But, you gotta wait it out…

5. SF, NY, LDN
SO, WHERE DOES THAT LEAVE
PUBLISHERS IN TODAY’S CLIMATE?
BRANDED CONTENT PAID CONTENT BY DISTRIBUTORS DISPLAY
1. Creating great video brand-
focused content
2. Use the platforms to your
advantage – create social
products and social content
3. Think outside the box – push
the limits
1. Creating great audience video
content
1. Continue to push the idea of
premium
2. Publishers have high standards,
platforms are UGC at the end of
the day

6. SF, NY, LDN
WRAP UP
Generating revenue on O&O is easy, but it’s become more commonplace to be able
to find ways to generate revenue on platforms
Remember that platforms allow publishers to do a great job at Branded Content,
which allows for telling a great story with brand integration, but there needs to be a
bridge to call to action
The value of premium publishers creating premium content still has value from a
Sales position
We need to stop thinking that ads are a solution on O&O – we need to be creative in
solutions that solve brands problems