蔡深江數位出版與新時代數位廣告之間的聯繫

數位出版與新時代數位廣告之間的聯繫

蔡深江

新加坡報業控股華文報集團高級副總裁（業務發展）

《聯合晚報》兼omy.sg總編輯

台北 2013年9月5日

Agenda 探討課題

q  新加坡出版業數位化進程

q  失敗的嘗試與轉型的契機

q  全球業者的困境與疑惑

q  新聞媒體數位化兩個時期

q  廣告新趨勢

分享重点

¤ 從紙媒走到數位出版，是不可抗拒的趨勢；

¤ 走上數位出版的道路，不表示廣告會跟着來；

¤ 數位廣告，是全方位的工具，甚至必须打破廣告的既定印象；

¤ 廣告还是廣告，最終目的仍是要商家願意付銭；

¤ 商業形態不一样了、商家目的改變了，數位廣告，也一定要改變；

¤ 最後，如果你拥有紙媒，請再思考: 放棄紙媒，完全轉向數位是不是唯一的做法？紙媒是否註定淘汰了？紙媒是否能結合數位，發揮更大的力量？

新加坡出版業數位化進程

新加坡报业控股集团的经验

簡介

Singapore Press Holdings (SPH) 新加坡報業控股

簡介

¤  19個刊號－－包括9份日報

¤  每日發行量：120萬份

¤  15歲以上讀者，76％（300萬）每天閱讀至少一份報章

¤  100多個雜誌刊號

¤  網站

¤  戶外電子看板

SPH出版品數位化態度

海峡時報星期六全版彩色廣告一版$34,200 (NT78萬6600元) 外加+15% - 55% 刊登在特别版位

36.0 32.6

23.6

20.0 18.3 17.9 17.6 17.4

16.4 15.4

13.8 13.7 13.5 13.5 13.5 13.3 13.2 12.6 12.6 12.4 12.3

0

5.0

10.0

15.0

20.0

25.0

30.0

35.0

40.0 EBIT Margin % [FY 2011]

為何保護紙媒？

Source: Capital IQ

稅前息前盈餘 (Earnings Before Interest and Tax)

世界其他報刊例子

放棄Print　保留Digital

Print与與Digital並重

在Digital看到契機（奇蹟）

失敗的嘗試與轉型的契機

回溯SPH數位化路程

1995 -SPH Multimedia division formed. Launched: -  AsiaOne.com - BT Online - Zaobao.com - ST Interactive - Electric TNP

Pre-1995 - Electronic Publishing arm set up

Major Milestones SPH數位化路程

11

1996 - cyBerita launched in March

- Business and Entertainment Verticals added to AsiaOne

-Cyberway launched as Singapore’s 3rd ISP. JV between SPH and Singapore Technologies.

1999 SPH Multimedia divests Cyberway, selling it to Starhub Internet

2000 - Project Eyeball print and online versions launched.

- SPH AsiaOne Ltd listed on SGX mainboard

- AsiaOne re-launched with free classifieds, lifestyle sites, online auctions and online recruitment - Zaobao.com revamped to target the greater China region.

- AsiaOne buys a 19.9% stakes in Fundsupermart Holdings, a unit trust dealer.

- AsiaOne announces the launch of a travel website.

- Fantastic Corporation and SPH AsiaOne forms JV, FantasticOne, to develop and market broadband multimedia content.

2001 -FantasticOne shut down - Project Eyeball closed

1995 1999 2000 1996 1997 1998 2001

2002 2003 2004 2005 2006 2007 2008 2009 2010


12

2002 - AsiaOne is delisted

2003 - BT Online becomes 1st SPH online product to introduce subscription for early morning access.

2006 -  Launch of STOMP, ST’s citizen journalism site

- SPHM acquires HardwareZone (HWZ)

2005 - ST Interactive becomes 2nd

online subscription site 2006 -  SPH’s e-marketplace ST701 launched as a job portal, with cars, property and shops verticals launched in Sept

- SPH JVs with Schibsted of Norway to form 701Search & SPH Search.


13

2007 - 701Search launches online classifieds website, Mudah.my, in Malaysia

- SPH forms JV 701Sou in China with Fung Choi Printing and Rainbowchina Image Company to provide online and mobile directory for the China market.

2007 - Launch of omy, bilingual web portal

2008 - Launch of ST Breaking News

- RazorTV launched as ST’s webTV site.

- SPH invests in OpenNet to build S’pore’s next-gen national broadband network

- SPH buys ShareInvestor.com

2008 -  SPH Search launches Rednano - first local search and directory engine

-  JV with the Star in M’sia to form 701Panduan, online search directory

2009 -  701Search launches classified website www.AyosDito.ph and Berniaga.com in the Philippines and Indonesia, respectively

2010 -  Project Wii kickoff

-  Herworld.com revamp

-  HWZ & SoShiok launched iPhone app -  HWMagazine launches digital edition for mobile, PC, iPad - Sheshops.com launched

2010 - ST701 Jobs revamp -  ST701 Spree launched - Consolidation of directories business, SPHSearch (Rednano) into ST701

2007 2008 2009 2010


Last Issue: 28 June 2001

First Issue: 12 Aug 2000

新加坡第一份結合互聯網和印刷媒體出版的報紙－－英文報章《眼球報》(Project Eyeball)


英國、挪威、芬蘭、德國、荷蘭、美國、日本、韓國、香港、台灣。。。

到各地取經考察


n 公民記者

n 網路電視

n 主題網站(Vertical)

中文出版物數位化

n 走不同的路－－不數位化報紙，推出全新的原生數位化產品


n 走進行動裝置，嘗試創新


2013年

1995年

2011年

n 中文報紙數位化步伐

全球業者的困境與疑惑

Global Print AdEx

0.0

0.2

0.4

0.6

0.8

1.0

1.2

1.4

1.6

1.8

00 01 02 03 04 05 06 07 08 09 10 11 12

Reve

nue

(In

de

xed

to 1

)

Year

Japan UK Italy USA

Australia

Singapore

Source: ZenithOptimedia

各國紙媒廣告投放

0 5 10 15 20 25 30 35 40 45

% of a

dex

0 5 10 15 20 25 30 35 40 45 50

% of a

dex

0

5

10

15

20

25

30

35

40

% of A

dex

Global Adex Trends

Source:ZenithOptimedia

USA UK AUS

HK SG*

Newspapers Internet

Magazines TV Radio Cinema Outdoor

JPN

0 5 10 15 20 25 30 35 40 45

% of A

dex

0 5 10 15 20 25 30 35 40 45 50 55 60

% of a

dex

0 5 10 15 20 25 30 35 40 45 50 55

% of a

dex

*internet adex likely under-represented

2010 2011

USD $1

USD $10

2010

USD $1

USD $7

2011

USD $1

USD $10

Source: NAA, Pew Research Centre

US NEWSPAPERS: Digital revenue growth very slow

Print

Digital

22 25

22 25

22 24

20 22

17 17

12 13 11 12

10 11 9

0.71 0.83 0.96 1.07 1.28 1.38 1.55 1.62 1.58 1.53 1.35 1.39 1.47 1.57 1.61 1.64 1.64

0

5

10

15

20

25

30

US

$b

2012 H1

USD $1

USD $25

PEW RESEARCH CENTRE PEW研究中心：美國報章的數位收入增長緩慢

誰吃了我的廣告？


報紙印刷廣告銷售额

谷歌數位廣告銷售额

報紙數位廣告銷售额


不只平台多了,屏幕也多了!

新聞媒體數位化兩個時期

從免費到付費

數位化－－免費時期

眼球＋人氣＝廣告收入

數位化－－免费時期

紐約時報集團的驚人發現：

發行收入

廣告收入

整體收入

數位化－－免费時期

美國報紙：平面廣告收入下跌數位廣告收入增長

數位化－－收費牆


纽約時報發行收入有起色


2013年初，美國全國20家最大

報章至少有11家加入網路版收

費大潮。

美國發行量最高的四大報都已

實行网上收費：

1.  WSJ (2.29mil) 2.  USA TODAY (1.71mil) 3.  NYT (1.6mil) 4.  L.A. Times (640K)

(Source: Alliance for Audited Media)


SPH Model:

¤  Freemium model – Free + Premium

¤  Package model – print + digital

及時新聞免費+深度新聞收費

捆綁：印刷報紙+數位平台

收費牆 VS 廣告

收費牆背後，

是否還有廣告空間？

什麼樣的空間？

收費牆 VS 廣告

《海峽時報》iPad App廣告

廣告新趨勢

多元、多頻幕、多種可能

大數據的契機

逃避大數據

¤  甚麼是大數據？大家都很想掌握，但大家都很惧怕。

¤  有一个不成文的解釋：在新加坡，大家都說數位平台是未來，但很多廣告商都不進來。爲甚麽？

¤  原因：廣告商透过代理（agencies）做媒體部署（media buys），代理需要为廣告效益和反應負責。当大數據可以掌握得如此精準，反而成了代理商的包袱，若反應不好，他们得解释釋。

¤  結果：他们還是覺得把預算放在傳統媒體较好，傳統媒體實際的反應与效益，都是需要時間才能測量出來，並且不是那麽精準。

現代廣告的要求

¤  Deep Engagement

¤  Real-time

¤  Relevant

¤  Engaging

¤  Personalised

¤  Social

n  Shifting from pure reach to quality reach

n  Target-rich environments

n  Content with high engagement

n  Substantiated purchase intention

n  Relevant data and actionable audiences

不同媒介有不同優勢

¤  Loyalty

¤  Platform for depth

¤  Authority + action

¤  Mass reach

¤  Complementary medium

¤  Where consumers seek ad

n  Surveys

n  Direct communications

n  E-newsletters

n  Social media

n  Data capture

n  Couponing

紙媒廣告數碼廣告

结合力量大

Print + Digital ¤  Combining strengths of print + digital

to drive creative solutions for advertisers

¤  Achieving 3 results:

• Reach extender

• Complementary combination

• Dimension builder

¤  Publishers sell print + digital as value-added to publisher-generated marketing services

紙媒+數位

結合紙媒+數位力量

社交媒體崛起與威脅

反過來利用社群

Newsroom (Content Producer)

Social media (Distaribution

channel)

Audiences (Recipients)

Content Consumption

Discussion

Direct traffic back to news sites

Increase traffic

Increase potential for ad sales

Monetisation } And many more…

1. Social media as a Distribution Channels


Monetisation

Social Media Influencers / Bloggers (Content Producer)

Direct traffic back to news sites

Increase traffic Increase potential for

ad sales

News sites (Hosting content)

}

2. Bloggers as Content Producers

Conceptualisation of SBA mechanics; Publicity

Securing advertisers - sponsorship of categories

Event - Highly-anticipated event for

bloggers and advertisers

- Plenty of hype before, during and after event

- Great energy with networking for bloggers and advertisers


¤  Launched in 2008, started as a branding event for omy.sg

¤  Bloggers in Singapore gather for crowning of the year’s best




Spin-off Campaigns – With success of SBA, advertisers now want a share of the bloggers’ pie.


Why Stop at Blogs?

Location-based: •  Facebook •  Foursquare

Hashtag game: •  Twitter

Photo contests: •  Instagram


Traditional advertisement (Print & Digital)

Integrated Media Solutions

n  Audience engagement through social media

n  Reinforce branding and grow audience loyalty

ADVERTISERS

Advertorials and advertisements

What my networks are sharing and

talking about

n  Personal voices from bloggers or a favourite Twitter personality > direct marketing

CONSUMERS

Addressing Market Demand -


omy.sg • Revenue

•  Stronger Branding • Increase cyber-

presence •  Content

Advertisers • Greater publicity

• Stronger Engagement • Personal voices

• Beyond advertising

Bloggers / Influencers

• Media exposure • Better blog traffic

• More opportunities

Triple-Win Situation -

Our solution: Integrated campaign packages with strong social media reach + Editorial

support + Advertising


OMY.SG SOCIAL MEDIA BUSINESS Revenue Growth

15900%


¤  Asian Publishing Awards 2012

•  Project : Social Media Fiesta

•  Award : Best Multimedia Campaign by Corporate Advertiser

¤  Asian Publishing Awards 2011

•  Project: Singapore Blog Awards 2010

•  Award: Advertising Delivery (Excellence) Best Use of UGC (User-Generated Content) (Excellence)

¤  INMA Awards 2012

•  Project: omy Blog Club

•  Award: Marketing Solutions for Advertising Clients (circulation over 300,000) category, 3rd Place

Recognitions -


Recognitions - ¤  Asia Digital Media Award 2012

•  Project :Social Media Fiesta

•  Award :Best in Social Media Award, Silver Award

¤  XMA Cross Media Award 2012

•  Project :omy Blog Club

•  Award :Social Media Monetisation Category, Gold Award

¤  Asian Digital Media Awards 2010

•  Project :Singapore Blog Awards 2009

•  Award :Best in Social Media Award (Gold) – Innovative Use of Social Media

¤  IFRA XMA Cross Media Awards 2009

•  Project : Share your enjoyable moments with Bee Cheng Hiang Photo Contest

•  Award : : Best in Cross Media Advertising (Silver)

社交媒体的魔力

數位廣告前景

數位廣告前景

屏幕商機

屏幕商機

屏幕商機

Source: Microsoft Advertising Survey 2010

屏幕商機


屏幕商機


移動未來

¤ 全球移動装置數量将比人口多

¤ 以移動装置接收新聞的行爲将在两年内成爲主流

¤ 到了2020年，賣出的每一隻手機都是智能手機

¤ 智能手機将會是新聞出版業者重新爭取年輕成年人眼球的主要器材

¤ 智能手機和平板電腦延長新聞信息的閱讀時間

¤ 下一步，霊活的移動策略是關鍵

¤ 新聞接收方式速轉向移動器材，勢不可擋

source: Emerging Mobile Strategies for News Publishers: INMA 2012

移動未來

¤  不同平均年齢讀者明顯偏愛平台：

印刷紙媒：57嵗

iPad：52嵗

互聯網：40嵗

智能手機：30嵗，或更年輕

¤  移動装置最有機會以多元方式接觸到年輕受衆

Source: Emerging Mobile Strategies for News Publishers: INMA 2012

移動未來

¤ 毋庸置疑，廣告金額的投放緊随消費眼球。報章紙媒廣告花費4年内下跌31.5% ；互聯網廣告花費増長37.5% ；移動廣告花費暴増433%.

¤ 種種客觀數據顯示，報章紙媒的商業營運模式前景堪虞（ is living on borrowed time），業者務必善用僅剩的經濟實力、品牌實力和銷售實力開發新數位產品来捍衞與延續商業價值，否則。。。

Source: Study by independent research company, eMarktere

商家 VS 讀者

¤  掌握消費者習慣與行為，瞭解商家需求，提供全方位廣告方案

（技術、思維、人力資源是否到位？）

紙媒不一定是包袱

-- INMA (International News Media Association)

謝謝

Chua Chim Kang [email protected]

分享重点

¤  从纸媒走到数位出版，是不可抗拒的趋势；

¤  走上数位出版的道路，不表示广告会跟着来；

¤  数位广告，是一个全方位的工具，甚至必须打破广告的既定印象；

¤  广告还是广告，最终目的仍是要商家愿意付钱；

¤  商业形态不一样了、商家目的改变了，数位广告，也一定要改变

¤  最後，如果你拥有紙媒，請再思考: 放棄紙媒，完全轉向數位時不是唯一的做法？紙媒是否注定淘汰了？紙媒是否能結合數位，發揮更大的力量？

¤  Soon the world will have more mobile devices than people. Make no mistake, this is that next big thing. This is the way that newspapers will communicate with younger readers and, increasingly, most readers.

¤  Mobile news consumption crossover point will come in next 2 years.

¤  By 2020, every mobile phone sold worldwide will be what we characterise today as a ‘smartphone’.

¤  Smartphone is the leading device to potentially re-capture young adult eyeballs for news publishers.

source: Emerging Mobile Strategies for News Publishers: INMA 2012

廣告的新瓶新酒

¤  Mobile app revenue set to soar to $46 billion in 2016

ABI Research says developers and other stake holders generated $8.5 billion on mobile apps last year(2011), which is a pittance compared to where that figure is expected to go in the coming year (2013)

PWC Global Entertainment & Media Outlook 2013

PWC Global Entertainment & Media Outlook 2013

不同媒介有不同优势

Print Digital Print + Digital

Deep engagement Surveys

Deep loyalty Direct communications

Deep passion E-newsletters

A canvass of emotion

Social media

Platform for depth Data capture

Authority + action Couponing

Mass reach

Complementary medium

Where consumers seek ads

This slide to delete

Global Ad Expenditure Projections

Highlights from the April 2013 report:

¤  Online video and social media to help drive 20% annual growth in internet display over the next three years.

¤  Internet advertising to exceed combined newspaper and magazine total in 2015.

¤  Developing markets to contribute 63% of ad spend growth between 2012 and 2015, and increase their share of global ad spend from 34% to 38%.

¤  Continued strong growth expected from Eastern Europe & Central Asia, China, India, Indonesia, Malaysia, Pakistan, Philippines, Taiwan, Thailand and Vietnam, and Latin America, growing at 10%+ a year.

¤  North America and Australia, New Zealand, Hong Kong, Singapore and South Korea to deliver solid 4%-5% annual growth.

¤  First signs of confident resurgence in the Middle East & North Africa since the Arab Spring; average 7% growth forecast to 2015.

¤  Peripheral Eurozone to shrink 7% in 2013, stabilize in 2014 and grow 3% in 2015.

¤  Northern & Central Europe static in 2013, then to grow 2% a year in 2014 and 2015.

Source: http://printinthemix.com/Fastfacts/Show/716#sthash.Q5hugE8p.dpuf

Documents

蔡深江 數位出版與新時代數位廣告之間的聯繫

蔡深江數位出版與新時代數位廣告之間的聯繫