1. Facebook users read more, Twitter users more likely to return Desktop homepage users come back twice as often; mobile traffic mainly social Media reporters hang out on Twitter, our audience hangs out on Facebook Re-circulation doesn’t happen on mobile. They trust the feed more than they trust you. Day 2 – Key takeaways

2. Adjust your refresh rate knowing that recall and recognition grows the more time the ad is surfaced Create a better web experience with ads and we’ll make more money. RAM research: we have to win over detractors of legacy media brands websites. ISTV: mobile ads growing faster than print advertising is falling. Online native video, show don’t talk Get out of the studio. Don’t buy a broadcaster! TAKE AWAYS… 2

3. Mobile: Get used to unmanaged change and constant development. All formats work on smartphones. Create a publishing schedule for non-news videos. Shareable, concise and authentic for mobile video Think of programmatic advertising as precision publishing Digital display is growing twice as fast as search advertising (UK) 60 per cent of European publishers are already trading programmatically, it is expected to get to 80 per cent of major markets by 2020 TAKE AWAYS… 3

4. Robots will play a role, they can already do things reporters can’t Light up a beacon! And find new revenues. Double your data. Make a common data base with your advertiser. Failing fast: when the environment changes, run faster; Recheck basic assumptions; Avoid wishful thinking & denial of truth; Start small, think big; Never forget the source of your power (24sata TV) Courage and passion creates a huge amount of energy and you can conquer a continent (Independent, SA) Drop your paid content plan if doesn’t turn into a growth strategy TAKE AWAYS… 4

5. Courage and passion creates a huge amount of energy and you can conquer a continent (Independent, SA) Drop your paid content plan if doesn’t turn into a growth strategy Freemium model works when selling to consumers is in your DNA Don’t be afraid to charge for quality, distinctive content TAKE AWAYS… 5