This document discusses how publishers like Meredith are taking control of their first-party consumer data to power advertising, marketing, commerce, and content experiences in three key ways:
1. Meredith uses its extensive first-party data from over 80 million digital consumers and a database of 100 million consumers to create custom audience segments for targeting and to drive over $1 billion in revenue.
2. Meredith partners with brands like Old Navy and Walmart to leverage its data to acquire new customers, grow sales, and increase ROI through targeted email campaigns.
3. Meredith is exploring using its data and partnerships to power new areas beyond advertising like personalized content experiences, product search and recommendations, commerce experiences, and using
1. HOW PUBLISHERS ARE
FINALLY TAKING CONTROL OF THEIR DATA
TO BENEFIT BRANDS AND GROW BUSINESSES
CHIP SCHENCK | VP/Programmatic & Audience Strategy | Meredith Corporation
The first-party data revolution:
3. A Media Powerhouse
3
Meredith continues to invest in and acquire publishers & technology platforms to deliver scaled and quality audiences
REACHING
100MWOMEN
82MMONTHLY UVS
63%MILLENNIALS
2 3HISPANICS
OUT
OF 100MCONSUMERS
800DATA POINTS
PER PERSON
DATABASE OF
MAGAZINE
ACQUISITIONS
& LAUNCHES
MXM
EXPANSION
DIGITAL
TECHNOLOGY
DIGITAL
DATA
4. now future
Data Evolution
Email
Marketing
Data
Aggregators
3rd Party Data
DMPs
Ad
Networks
1990s
Data
Exchanges
Data
Partnerships
PROGRAMMATIC
PREMIUM
DIGITAL DIRECT SOLD /
GUARANTEED / RESERVED
Offline
Targeting
> Direct Mail
> List Rental
Search
Content
Exchanges
Vertical
Exchanges
INDIRECT / PROGRAMMATIC /
UNRESERVED
Publishers just
starting to take
control of their
own data!
5. Power of Our 1st Party Data
5
Deep engagement across our portfolio
80MM+
Digital Consumers
100MM
Consumer Database
INTEREST
INTENT
VISIT EMAIL REGISTER ENTER SUBSCRIBE
SHARE SEARCH WATCH LIST BUY
the combination of Interest & Intent Data
> 25,000+ attributes
> 4,500 data points
6. Value of First-Party Data
6
PUBLISHER’S DATA
ADVERTISING
CONSUMER
MARKETING
COMMERCE
CONTENT
(future)
INDEXING
(future)
Meredith data has powered >$1B in consumer media/product revenue since 2005
7. Proprietary Data Shapes Everything We Do
7
Ability to leverage existing Meredith segments to create new custom segments for brands
INDEPENDENT
MILLENNIALS
Engaged
Wedding planning
Entertainers
Pregnant women
Parents with kids 0-2
Parents with toddlers
Moms with school kids
Active families
Job seekers
College graduate
Fitness fanatics
Active lifestyle
Adults 18-24
COUPLING FAMILYNESTING
New home owners
In-market new auto
buyers
Entertainers
Bakers
Gardening
Holidays
INVESTING,
PLANNING, SAVING
Empty nesters
Personal investors
Asset investors
Interested in finance
Adults 55+
Retired
ADVERTISING
devices on average
per user per cookie
.53 +
Largest U.S. media database
with 100MM consumers and
800 data points per person!
8. Target Interest & Intent
8
1
Straight Food Intent:
Based targeting
2
Non-Food Intent:
Reach known moms
going to grocery store
3X week
ADVERTISING
50%
of Allrecipes users
visit grocery store
within 24 hours of
site visit
9. Meredith Data Drives Retail Sales for Old Navy
GOAL: Acquire new customers and grow sales
STRATEGY: Meredith data scientists analyzed Old Navy
buyers’ characteristics using Meredith data to develop
custom targeting segments of Meredith users,
engaged through targeted email offers
RESULTS:
> 5MM unique consumers reached
> 49% lift in Total Buyers
> 58% lift in New Buyers
> 12%+ in Total Sales
• New buyers spent 4% more than existing buyers
> Positive ROI: $1.77 average campaign
ADVERTISING
10. Meredith Data Drives Walmart Online Visits & Sales
GOAL:
> Drive consumers to Walmart.com to purchase
Better Homes & Gardens’ branded products
STRATEGY:
> Combine known consumer data with DMP data to develop
and identify 7 top-performing segments
> Build ongoing consumer relationship through 8-month-long
multi-touch email campaigns
> Align campaign with additional media buys and “magalogs”
delivered with subscription copies and available in-store
RESULTS:
> Better Homes & Gardens sales grew at a rate 3X the overall
home business on Walmart.com
CONSUMER MARKETING
11. MEREDITH
ECOMMERCE
DRIVES REVENUE
4MM
MONTHLY VISITS TO
OUR RETAIL PARTNERS
80,000
MONTHLY SALES
TRANSACTIONS
$4.1MMMONTHLY REVENUE FOR
OUR RETAIL PARTNERS
12MM+
MONTHLY
VISITS
Seven Premium Shopping Experiences
11
Turning inspiration into action
COMMERCE
200%+MONTHLY REVENUE TO
PARTNERS HAS DOUBLED
WITHIN PAST YEAR
12. Identify Consideration to Maximize Purchases
12
Capture and leverage interest & intent data to maximize consumer purchase opportunity
IN-IMAGE HOTSPOTS & PRODUCT SEARCH:
10,000+ hotspots activated within our images
SHOP
NOW
GET IT
NOW
NATIVE CURATED GALLERIES:
Editor-curated branded galleries promote
branded products across our sites
COMMERCE
13. Personalized Content Experiences:
The Next Phase of Header Evolution
13
CONTENT
WHAT AD
SHOULD
I SHOW?
AD SERVER
CONTENT
EXCHANGEWHAT
CONTENT
SHOULD I
SHOW?
Fill with Hair Care content;
otherwise show regular
Beauty content
CMS calls out to bid in auction
for content directly from page
2
3
1
Known user interested
in Hair Care
14. Real-Time Category and Industry Trends
14
INDEXING
Inclusion in
recipes
(Allrecipes)
Hershey-related activity
(e.g., searches, adds to shopping
lists, purchases)
Cacao
Growing/
Agricultural Trends
chocolate
Processing
15. We’re In Early Innings...
> Data is starting to power our business
beyond advertising
> Combining publisher and client data
creates a more robust consumer view
> Publisher data can also power brands’
businesses
15
Meredith has undergone transformation
Huge growth in past couple of years, up to 82MM monthly uniques, nearly 20% growth y/y
Some of world’s leading lifestyle and women’s brands
Quietly been building out our tech stack, ad stack, and data capabilities
I joined to help build a new platforms practice… both data and programamtic
Key aquisitions to make us among the most forward-thinking, leading publishers
The Data Evolution is very much underway…
In the beginning there was list rental and DM
Digital arrived and quickly was search, ad nets
Arrival of platform management made data both scalable andmanagable by publishers themselves: email, 3PD, DMP/1PD
Now -LINK and pub controlled data exchanges/selling
Future...
Provenance Counts.
Where data comes from?
How collected?
Reliability
Performance comes from Deep engagement with rich data
Short form spews much more data, but less valuable
Meredith specific
Scale – 80MM Digital Consumer; 100MM consumers; connecting the two takes time…
Security – we couldn’t build out this part of our business until it met our stringent safety standards
Importantly, combination of Interest and Intent data
Our first-party data has 5 distinct, monetizable applications:
Advertising
Consumer Marketing
Commerce/Ecommerce
Content
Indexing
I’d like to spend some time walking through each of these and how we’re approaching it to help our partners and to grow our business…
Important note – we are not in the data sales business!!
Our users are very engaged
In just the digital realm, we see them across 3.5 devices
We see 1,000’s signals from our audience each month, not all of them scalable
Created themes – life stages, key categories (food, home…)
Myriad custom segments…
Onboarded data increased scale of existing segments
Allowed us to add more nuanced segments (health – diabetes)
Greater overall scale
Tie back to cross platform reach
Unique advertising proposition is centered on food and ‘the shop’
We can combine interest and intent data
Interest is obvious, intent is driven by combinations of recipe, frequency, device and events (‘add to…’)
PBT (purchase based targeting) knows that person purchased and assumption of in-market
But Clients need to know when users are in market for a product – hence our value prop
1. Target straight food interest and intent.
2. But also, provide non-food brands with 3X week to get in the basket
Know mom, kid, 2-5, going grocery
All the things you can sell her
And this use of first party data works:
- Here is an example of the type of campaign we ran for Old Navy to help acquire new customers and grow sales…
Here is another, using our data to boost consumer marketing initiatives..
MDP is world’s 3rd pargest licensor with 4,500 SKUs
Use our own data to help drive product sales
Combined CDB and DMP data, a first
In this example, we helped drive users Walmart.com to purchase BHG-branded products…
We have created a meaningful ecommerce business in a very short amount of time
Revenues for our partners have doubled y/y, and we routinely drive 80K monthly transactions – so it is a meaningful increase for our partners, too…
These consumer experiences spin off huge data sets, allow us to create intent data in new categories
Creates a closed loop for advertising and for retail partners
There are just a few of the examples of the types of experiences we’re creating.
Again, combine intent and interest data to identify consideration and maximize the consumer’s purchase opportunity
Up to this point, all those use cases are live today and driving meaningful revenue. They are also helping drive new insights…
In the future, much as we have calls to an ad server, knowing who the user is on each page could power a context exchange...
Indexing is another future use case, that goes far beyond media.
Wall Street and marketers are always looking for an advantage with information
Take a simple term like chocolate for example… it becomes a numbers game
Concentrated scale in food allows us to see trends- 63MM food users/month
Chocolate is in 26k recipes, x% in hershey related product areas
How much cacao should be ordered
Ag trends Other impact of cacao trends
All from understand consumers centralized use of chocolate in the largest food platform in the US
We[re still in early innings and it’s just the beginning…
Data creates high real and perceived value, depending on client need
No longer just give me your data – real partnership opportunities
Value of the data is not just in the data but the insights and capabilities around the data use
All without ‘selling’ our data