- 5 months ago
ABP x Dailymotion Pro : Stop building someone else's empire - Start reclaiming yours!
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00:00In a platform-dominated world today, publishers who own their data, their content, their revenue streams actually own their future.
00:09Hello everyone and thank you so much for joining us today.
00:12I'm Shikha Singh, your moderator.
00:14So I'm heading to India for Daily Motion Pro.
00:17And I'm really glad to welcome you all to the session where we are going to talk about ownership.
00:22I think which is the most important topic for publishers today, especially in the walled garden era, which we are talking about since morning.
00:30So I think ownership isn't just a single idea.
00:34It's a strategic move which decides how publishers are going to grow and being independent.
00:40So surviving as a publisher today means having control of your audience, your data, your content, as well as the infrastructure.
00:48We choose to talk about this today because we know the struggle.
00:51As a publisher, we have faced these challenges in the past and we have also had a chance to work with APP.
00:57India is one of the leading newspapers and they have built a real grounded strategies around all these exact questions.
01:05We have invited them to share their journey here and I'm really thankful Rajneesh to be here that you're here on the stage with us.
01:12I would, before we dive in, I would really like these two gentlemen to introduce themselves.
01:18So Rajneesh ji.
01:19Hello everyone.
01:20Myself, Rajneesh Kumar Singh.
01:22I am presenting the APP, Network Private Limited.
01:25We have eight language, six, six news channels and eight original language websites.
01:34So, and ABP knows, everyone knows ABP.
01:38It's a pioneer in the Indian media industry.
01:41Yeah, and we also have, from Dailymotion Pro, Chilhong.
01:48Hello everyone.
01:50Thanks everyone to be here for your time and thank you also for the ones who presented earlier.
01:55It was very, very insightful for me.
01:58I'm in charge of the supply and enterprise sales for Dailymotion in APAC.
02:02So, I work across the region with mostly publishers and also with Shikha for the Indian market.
02:10So, very glad to be here.
02:12Great.
02:12Thank you so much.
02:14Now, all together we will discuss why publishers need to take back what is rightfully theirs,
02:19which is definitely the content, the audience, the revenue stream and the infrastructure.
02:24So, Rajneesh ji, my first statement is that platforms, especially, you know, the wall gardens
02:30and the YouTube of the world.
02:33So, they don't share publisher's mission.
02:35They basically limit the distribution.
02:37They decide what is that you can publish on the platform and how the audience is going to engage
02:42and definitely take the profit at the end.
02:45So, it's like, let's just stop making someone else's empire and basically reclaim what is yours.
02:52So, how did you deal with this sort of problems?
02:55Like, from editorial freedom, you know, suppressing how the news are going to be present on the platforms
03:02and making it different for APP, which is like, you know, it has a core value.
03:07The editorial is the core value for the publishers.
03:09So, how did you deal with that limitation of the platform?
03:12And how did you basically take back the control?
03:14Okay, firstly, I am giving this some, what is the problem, statements there.
03:22Firstly, any time, any stories comes, which can be go urgently on our, on any platform.
03:29Just like this, you can say, this Ahmedabad plane crash.
03:35Here, any, if you publish, you can say, some burned bodies of the human on any social media platform,
03:42they put down our stories.
03:45So, in that scenario, we will need our, our platform.
03:49Actually, you can say, sometimes, some stories aren't, goes to the, we get the raw videos
03:53and we must upload this video to actual truth to our users.
03:59What is running is there.
04:00Actually, if you publish your stories on any social media, just like YouTube or anywhere,
04:05they put down these stories and our computer, anyone,
04:08can just report this story, most reporting is there.
04:11So, to overcome this, so we have developed our own platform.
04:16So, this is the, our problem statement.
04:19Also, we need the editorial freedom.
04:22If our editorial team goes to the, anywhere, just like, wanted to publish any stories
04:28stories, and just like we are claiming the government, opposing the government, any point of view,
04:35which is opposed, opposing to a government, government, anywhere, there's a press and
04:39down these stories.
04:40Also, if we publish the stories on the YouTube, and, and on any social media, if we are putting
04:46stories on every, just a, in every social media platform, have their own guidelines.
04:51YouTube has their own guidelines, Twitter has their own guidelines, and Instagram has
04:55their own guidelines.
04:56To achieve these stories, we have to make different, different version of these stories.
05:03So, they can down our stories at any time.
05:07To overcome these scenarios, we are promoting our own platforms.
05:13Okay, these stories come to the, firstly, come to our platform, publish to our platform, and
05:18our loyal users come to our platform.
05:21That is the journey.
05:23Yeah, I think, on your platform, you are more content-driven.
05:27You can have the control, like, whatever you want to publish, you can publish.
05:30Shil, your point of view?
05:32I think what Janish just said, it really resonates.
05:35It's, if you're worried about takedowns, or what a third-party algorithm allows, you're
05:41not really free in what you do.
05:44And, for being a publisher, also, ourselves, and for working with publishers and creators
05:49for many years, for 20 years, actually, we've seen this pressure firsthand, and that's why
05:53we build our tech differently.
05:56Our goal is really to protect the voice of your editorial team, and not to polish it, like
06:02the wall garden that you mentioned.
06:05So, with our solution, with the Emotion Pro, the goal wasn't to host videos, to just stream
06:11them, no, it's really to provide tools to convey the story, as you plan to do, and as
06:19you should do.
06:20So, just to give you an example, a few months ago, I mean, it feels like forever now, but
06:26earlier this year, there was an election in the United States, right?
06:31Some platforms, they cut the voice of some media.
06:35We don't do that.
06:36Actually, we bring, and we need to bring neutrality in the way you want to convey your own news.
06:43That's nice.
06:46Great.
06:47So, talking about the second problem, which is how to regain control of the audience, I
06:53think being present on the platform in today's world is no longer a choice.
06:58It's basically very much a requirement.
07:00It's like very much condemned.
07:02So, when platform hosts the audience, they basically host the experience, and publishers
07:07lose, you know, over the experience, the journey, and ultimately, the value of their editorial,
07:13you can say, or the value of their brand.
07:16So, Rajneji, as a publisher, being present on the platform that we all understand is essential
07:21for the visibility.
07:22So, how did you ensure that the initial exposure, it translates into engagement and brand
07:28trust once the audience returns to your environment?
07:31I understand on YouTube or maybe on other platforms, they have their different experience,
07:36they have their own brand value, but when they're coming to abp.com or, you know, on
07:40your eight websites, how are they going, how are they behaving, how you are transforming
07:45that engagement and the brand value?
07:48Sikha, to reply to this question, we have the three points.
07:52First is the editorial point of view, second, the audience point of view, and third is the
07:55brand perspective.
07:57Editorial point of view that if any user come to our platform, that will be our, you can say,
08:04loyal users, also, if any user comes to our YouTube channel or any social media platform,
08:10it sees one story and it's gone.
08:12Yep.
08:12So, firstly, as an editorial point of view, any user come to our platform, this is our loyal
08:17user.
08:18And that will, if he write a story, we can show him other stories also.
08:23They are tracking, if you say, longer session times.
08:27And it will increase the user interest in our website.
08:31And also, it will increase our page views, the site on time.
08:36This will increase our revenue also.
08:38Right.
08:38And everywhere, if any, any user comes to our platform, he, you can say, if he come for
08:45the issue, see in the videos.
08:46Then we have the different, different types of stories.
08:49They say we have the text stories.
08:51If anyone likes, sees the video, wanted more deep research, we have the text stories, 2003,
08:571000 lines of stories is there, more knowledge.
09:00And related stories is there.
09:01We are showing the related story.
09:02If you say, if you are learning the current scenario, Israel, Iran, war, then if new audience
09:09come, it will not identify why this is going on.
09:13This is a, you can say, three to four hundred years history.
09:17Yeah.
09:17So, this will increase the user and user interest to our platform.
09:22And coming to the audience point of view, if any audience come to the, you can say, go
09:26to the, any social media platform, he will, don't get the, so much knowledge.
09:32Actually, when you go to any social media platform, you are seeing different, different
09:35type of story.
09:36You can say, I am currently seeing the Israeli Narwhaq, some days before I, the operations
09:41Hindu, and other type of story, something I, learning songs, they will promote, everything's
09:47there.
09:47And coming to the, our news platform, we are tracking users such a way, ki, your research
09:53is there, and if you are loyal users, we have some promotional program, we will know, so
09:57the ads, some type of things.
10:00And brand perspective, if any user is a loyal user, every brand has their own storytelling
10:08style.
10:10Yeah.
10:10And they are hidden agent also.
10:13If you say, some, currently you can say, everyone's saying is the Godi media, Godi media.
10:19But you can say, if journalism is there, you have to do, no bias any side.
10:26So, being an ABP, we are not going any side.
10:30And this is, I am proud of our, being a part of the such a media group.
10:34So, if any users come to our platform, even, it will say both side are pros and cons of
10:41the story, deep research is there.
10:43This is the also, you can say, user will get the loyal thing, deep research, things all is
10:49there.
10:50That, also social media platform, a lot of the stories going there, ki, you will not get
10:55some, such stories ki, if a lot of video, which is, you can say, block due to guidelines.
11:01And if we are, just like you say, why building anyone's empire, reason is that if we have
11:06put a lot of historians on social media there, if anyone, you can say, mass reporting is
11:12there, then it will down our news channel, all the, you can say, history and everything
11:17is gone.
11:18That is the reason why we are promoting our own story or building our own empire.
11:23That's great.
11:24Jil, your point of view?
11:27I think when, so when we say we gain control of your audience, and that's what's mentioned
11:32in the presentation, it's not anymore about views, right?
11:36It's about relationship with your audience.
11:39So the goal here is really to help you and all our other publishers who worked to build
11:47that relationship on their own website, not on a third party, right?
11:52Again, since we also publisher, we know how difficult it can be.
11:57And that's why we also built different tools like contextual recommendation, subtitle, etc.
12:02But the goal is really to help our publishers to build that relationship on an environment
12:07that they control, where they control the full experience.
12:11So that's really what we're focusing on.
12:14And also just to one of the things it's white label solution.
12:17The idea is really to make it feel like ABP, not make feel like the emotion.
12:23Yeah, I think, I think it's more like having your own brand, even when you're working with
12:30a third party solution.
12:31I think that's what ABP has done.
12:32And that's what I think publishers are also trying to focus.
12:35Yeah.
12:36Third party is your supplement.
12:37Not is the main.
12:38Yeah.
12:39That must be.
12:40It should empower what you're trying to build.
12:42Great.
12:43So we have covered audience.
12:44We have covered content.
12:46Now the time is for the third important, which is the data, which we all know in a platform
12:51dominated world.
12:52Publishers don't have access to the data.
12:54And even if they have, that's not, it does not reach to the actionable code.
12:59It's not giving them what is the real value of it.
13:02So even when the video is the most powerful source of engagement signals, you know, data
13:06is often inaccessible either or fragmented.
13:10When you truly can't see the data, how your audience is going to behave, what content works,
13:15how, which one is the most engaged one.
13:18So you lose the ability to optimize your revenue, which is the end goal.
13:21So how did you take back control of your data?
13:25I know you're working with YouTube where you are, I think, one of the best channels.
13:30And you're working with your own platforms on, you know, your own vendors on your platform.
13:36So how did you take back control of the data?
13:37How did you turn it into something which is aligned with your goals and it's truly actionable,
13:42which can decide which strategy you're going to adopt in future?
13:45Sikha, answering the question, firstly, today's industries run on the data.
13:51Everyone is going around the data.
13:55Everyone saying ki, how much data I have, first party data, that will be your real assets.
14:01Data is the fuel.
14:02Data is the fuel.
14:04Reason is that, if you, now talking about my user, when any of my loyal users come to
14:10all my YouTube platform, YouTube not providing me any information, which user is that and from
14:17from where this location is come, which videos he reads, we're not providing, we just got,
14:24if our user subscribe any channel, we just got the YouTube ID.
14:27Okay, this is our users and we don't find any history, which videos he liked and which video
14:36he did, our videos.
14:38So firstly, when user come to our platform, we keep track and also YouTube, we don't get
14:44any information, how much second, how much minutes our user exit.
14:51So the behavior was not clear.
14:52Yeah, why exit?
14:53Due to ads, due to any put behavior.
14:57Also, if any, our stream is going on.
15:00Any error in the stream or any such scenario, which second, where, which point of the time
15:07user has exit from our data and coming to the, our own platform, if you, we are seeing our
15:13own platform, we can keep track the users also, it, it also directly impact to the monitoring
15:20also.
15:21If you say in, in particular category, you can say just like take the sports and any
15:26user exit from, you can say 30 second, 20 second, different, different categories.
15:32So you can plan your ads as per this, also why user behavior is going on, you can say
15:40particular location, you can say just like in Tamil audience is exiting from this point
15:47of view and you can say Hindi audience is going to exit from this point of view and particular,
15:52you can say just like in Tamil Nadu, Chennai user existing from here and go to some rural
15:58location user is taking more time also, we can keep track why this user existing.
16:05This is the quality of video, low data stream is there and tier one cities, which type of
16:10gain.
16:11This is such type of information you cannot get the from YouTube.
16:14So to target base user to make the, our, our users journey perfect, data is more important.
16:23So our user, when user come to our platform, when user reads any video, if user exited from
16:31goes to the, our, in any story or directly exit, these type of things is, but if you can say
16:37we can make the history of the user's data also, we can, it will directly impact our revenue.
16:42You can say just like any user exiting from there, as per their, you can say behavior, we can
16:49so directly targeted ads, these type of things, data is the fuel.
16:54Right.
16:55I confirm.
16:56So I said we're a publisher, but we're also an ad tech platform as you all probably already
17:02know.
17:03So we know for sure how important it is to make decision based on data.
17:09And that's why it's really crucial and even more now with the emergence of AI, because AI
17:14is only as good as the data you've fitted with, right?
17:18So when working with, with you, what was crucial since you manage multiple languages or multiple
17:25regions was to be able to provide actionable data, data on which we can actually then take
17:32action, take decisions.
17:33That's what we built on.
17:35And that's also why we created a customer success manager team to work directly with you
17:41to know, okay, which data should be tracked, how to read them and how to act on them.
17:47So that's really important.
17:48Yeah.
17:49That's great.
17:50So I think the next, or you can say the elephant in the room is how to regain control of the monetization.
17:56Because when platforms influence what can be published and retain control over the audience
18:01and data, the monetization naturally follows their logic.
18:04It, it doesn't belong to you.
18:07So you can't actually separate platform hegemony audience ownership and monetization.
18:12These are all connected in the past.
18:14I remember ABP, uh, you know, used to have YouTube as a monetization lever and you know,
18:21you guys are very dependent on that.
18:23So, so what changed?
18:24When have you decided that you want to come out of this system and you want to build your own
18:29monetization strategy?
18:30So what was the main, uh, you can say push for that?
18:34Uh, reason is that ki when we are relying on the social media platform, we don't have
18:42any idea how much CPM we are getting.
18:45That's true.
18:46We fixed YouTube taking his money cut.
18:50YouTube saying ki that's like, uh, this CPM running on hundred rupees.
18:54This 60 rupees is my cut.
18:56This is your 30 rupees.
18:58So we don't know this actual CPM is hundred rupees or is 300 rupees.
19:04Yep.
19:05And also, uh, from YouTube, uh, if he, this is a targeted, if anything is targeted, the
19:14CPM may be thousand rupees, thousand rupees is there.
19:17YouTube know ki this particular Chennai and this, uh, you can say Velacheri area of users
19:25have seen lots of ABP and, uh, concurrency is here is very high.
19:30So at targeted, if you can say just like a lower targeted area, CPM is very high.
19:37Okay.
19:38So in that scenario, we don't have any ideas.
19:41So to track this, to change this model, we have started, uh, by, uh, our own cohort, our
19:47own audience to change there.
19:50And this, when we have the, you can say, if we have, we don't have data.
19:54So we can, any direct campaign is there ki, direct cohead campaign is there.
19:59You can say we have to run any campaign in the Chennai area.
20:02Uh, this is actuals when we have do some experiment, uh, did some experiment and CPM is, you can
20:09say thousands time more.
20:11Yeah.
20:12Which we are getting from the YouTube.
20:14So we decided to move our own platform.
20:18So it given, you can say a lot of revenue increase.
20:23So firstly, you can say I'm just, uh, before this go, we are making around, uh, from our
20:32direct portals, we are making around three to four lakhs per month.
20:36Currently we are making around 10 to 15 lakhs when we targeted.
20:39It's around 200 to two to 300% growth for us.
20:44Yeah.
20:45And also just like before I said the data edge, uh, you can say a smaller cohort we have.
20:52As, uh, first party data, how much first party data we have.
20:57This is increase our CPM.
20:58If, if you say 15 to 30, you can say 30 to 40 age groups and, uh, higher payable, you
21:09can say higher payable income groups and, uh, seeing the financial, you can say, uh,
21:16expected the financial situation.
21:18So any campaign which we are running and one lead is, uh, around 200, 2,000 rupees one lead
21:27is there.
21:28If you save source in one form and if that lead is captured, we are getting 200, 2,000 rupees
21:33for the single leads.
21:34Oh.
21:35Great.
21:36And also daily motion helps us a lot of, uh, being, uh, when we migrated from our, you
21:43can say different different from to daily mode, daily motion, daily motion give us, you
21:48can say a lot of diet campaign and it is make easier our life.
21:52I'm thankful to daily motion for the, we didn't ask him to say that.
21:56Okay.
21:57It is the, it is coming from like naturally chill.
22:00What is your point of view?
22:01I mean, it's, uh, mostly thank you.
22:03Somia, the customer manager who's working closely with ABP.
22:07No, it's, uh, monetization is really, I mean, we're a publisher and we're an ad tech platform.
22:12So we know that we've seen from both sides that it's really challenging.
22:17That's for sure.
22:18And many sessions before were saying that, uh, it's very difficult now to be able to, to
22:22be a publisher and only relay, uh, on advertising.
22:27I totally agree with that, but still coming from both sides.
22:32Uh, we know what it takes to make a monetization into, uh, a business strategy.
22:38Yeah.
22:39And what I really respect, um, about ABP is that you took ownership again, uh, on, uh,
22:45of your monetization, not just to make more money, but to protect your content and to promote
22:51your content and to protect your brand because that's where the value is eventually.
22:56Um, so how do we do take, regain control of, uh, monetization?
23:01How do we help, uh, ABP or other publishers to take control of, uh, their monetization?
23:06Is first by aligning on real KPIs, like the ones that are actually tracked by advertisers,
23:13the viewability, compression rate, et cetera.
23:15So we align on them and we build together from there.
23:18Um, again, it's not something easy.
23:23It takes, uh, courage to take, to make that move, to actually, uh, protect your content
23:30and protect your brand and to capitalize from there.
23:33So I really respect that.
23:35That's great.
23:36Now we have talked about the major problems and I think one of the most important ones is
23:43the operations, how, especially for the publishers because they have to manage a lot of things
23:47like the editorial is there.
23:49The ad sales is there and you know, other parts of that.
23:52So relying on multiple vendors, what I feel does, it makes work a little harder and slows down the team.
23:57So I think you, you are using multiple vendors, one for hosting, one for ads, one for analytics.
24:03So how did that fragmentation affect the ability to run a cohesive cooperation?
24:08Especially for the organization like ABB, which is one of the huge, right?
24:12And most importantly, to turn this execution into the real business outcomes.
24:16I mean, how did you turn that out?
24:19Okay.
24:20The reason, Sika, before migrating to the daily motion, we are doing, you can say, we have
24:29around five to six partners.
24:31We have three transcoding partners.
24:33Reason is that one is the one partner, major partner, one is the, you can say, it's backup
24:38partner.
24:39And all two partners is there due to cost.
24:42Firstly, we are the, some one customer where any, you can say one minute transcoding cost is
24:48around two rupees.
24:49Then cost factor is arrived.
24:51Then we have identified some another vendor, which is giving that cost in one rupees, transcoding
24:56cost.
24:57And another vendor is there ki where we are storing his data.
25:01And another vendor where we are hosting, that is our hosting, one player vendor we have.
25:07And these allowed, a lot of, you can say, lose points.
25:09If any points is down, we have to check every points and we have a lot of check and balances.
25:14To move to the daily motion, we have the one single point ki, we have to put only check
25:19and balances here.
25:20And so our energy will go to other stuff.
25:25Just like making cohorts, making, taking control of the data.
25:31And also use, by using the AI, which type of video we can generate and other things is
25:36there.
25:37And also, when we are distributing stories on a different different platform, being a daily
25:44motion, we are directly giving the, you can say one, every, any, any one partner wants
25:50our fee.
25:51Just like we provide you, this is daily motion player.
25:54Just like it's embedded code.
25:56We have a client over there and use it.
25:58And due to this, we have the lots of control on other vendors.
26:01It increases our inventory size also.
26:04Yeah.
26:05And being a daily motion is also help a lot to, before this, we have, we have to manage
26:12the analytics also.
26:13Yeah.
26:14Ki, when the user is exit here, when the exit here.
26:17Migrative daily motion, we got this analytics as a, you can say, complement.
26:22Compliment is always.
26:23This is the, helps a lot.
26:24That's great.
26:25That's great.
26:26That's great.
26:27Jin, over to you.
26:30What you said was, actually, it's, I'm aligned with that too.
26:34It's, instead of spending your time trying to solve tech issues, right?
26:40Now, by having one point of entry, one setup, one point of contact, you can actually spend
26:47time on what really matters.
26:49So, on your own video strategy, on your own monetization.
26:52That's, that I agree with that.
26:55It's quite difficult to, to run a whole strategy when you have multiple vendors, I guess, when,
27:06as you said, to identify where the issue is.
27:09Here, you're in a case where you only have one accountable vendors, which makes, gives
27:14you also the opportunity to test, spend time on, on testing other things, on a, other
27:20strategy to make a new revenue stream.
27:23So that's, I think that's how we can help on the operation side.
27:27Also, one thing.
27:28Yeah.
27:29It's just that I, I do think that two out of three publishers who actually don't have a proper
27:36support when it comes to video, they don't, they don't have the result that they expect.
27:42That's what I personally believe.
27:44That's why it's not about tools for me.
27:48It's about guidance.
27:49It's about how we can connect the tech, the content and the business strategy.
27:55Adding one more point.
27:57Our daily motion has reduced not our pain for managing vendors and it also reduce our cost significantly.
28:04So, I'm not disclosing the number how much percentage it reduces.
28:09Let's not do that.
28:10But it, you can say our whole PLN is profitable after moving to daily motion.
28:17That's good to hear.
28:18We are making a good profit.
28:20That's good to hear.
28:21Thank you so much for your inputs guys.
28:23I think we could spend another hour discussing about pain points and how to come out of it.
28:29But I think it's time to wrap up.
28:31I have heard, I have seen Thais handle it.
28:33Okay, let's just wrap it up.
28:34So, it's been a real pleasure to, you know, present this or have a conversation, especially with ABP's journey, which reflects, you know, how publishers can navigate with the challenges that you guys are facing today.
28:46So, as we, as we close, here are the few takeaways that we have and some best practices, you know, which you guys can, you know, the publishers today can adapt.
28:55That led editorial independence drive your decisions.
28:59Platform, let not the platforms bully you or make them more independent on them.
29:04Bring your audience back to the system so that you can control each and everything in a 360 format.
29:11Make your data usable, just not visible.
29:14We all know how important the data is.
29:17And treat monetization as a strategic lever, not a platform outcome, because I know it's very intriguing that, you know, platforms offer you money and you just want to be dependent on that.
29:28But I think controlling the strategy is very important in today's world, especially after hearing, you know, Saka's point of view after hearing, you know, the Hindu point of view from Pradeep, sir.
29:40We have all heard that, you know, we have to have the insight of what we are doing and how we can let our audiences navigate and how we can understand their needs and then diversify the revenue streams and everything.
29:56Because as Pradeep said, if we are not going to decide today, then definitely we are going to be trapped either on the hands of the wall gardens or we will not be there where we are thinking we are going to be.
30:09So yeah, just reclaim everything of whatever is yours, the operation, the content.
30:14So stop building someone else's empire and start reclaiming yours.
30:18It is a very nice pleasure to have you all.
30:20If you have any questions, please shoot.
30:22It's all good.
30:27Great.
30:28We are there.
30:29We have a booth on nearby the coffee area.
30:32So if you have any question open for the conversation, we'll be there.
30:35Thank you so much.
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