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Opening a New Revenue Stream From Advertising On IEEE Xplore…Update

Opening a New Revenue Stream From Advertising On IEEE Xplore…Update. Jim Vick Staff Director Advertising Business IEEE Media June 22, 2011. Feb. Recap – The Opportunity.

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Opening a New Revenue Stream From Advertising On IEEE Xplore…Update

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  1. Opening a New Revenue Stream From Advertising On IEEEXplore…Update Jim Vick Staff Director Advertising Business IEEE Media June 22, 2011

  2. Feb. Recap – The Opportunity • Enhance user experience by displaying additional relevant content related to topics IEEE Xplore users are actively researching • New incremental revenue … by capitalizing on IEEE Xplore page view inventory ($1MM+) • Minimal risk of putting this content on the PUBLIC pages of IEEE Xplore

  3. Feb. Recap -Three Phase Strategy • Objective: protect integrity of IEEE Xplore by gauging user perceptions/acceptance of ads • Phase 1: focus group interviews of initial target audience • Phase 2: limited public rollout of ads on select pages viewed by anonymous users • Phase 3: full rollout of ads to targeted set of anonymous user pages

  4. Current Status / UpdateBusiness Plan Completed • Completed business plan/presentation previewed in Feb was e-mailed to committee • Also available on the Community site

  5. Current Status / Update • Summary P&L from Biz Plan Requested in Feb:

  6. Biz Plan Key Assumptions • Non-contextual net CPM (Cost Per Thousand) will increase as more endemic advertisers buy impressions on Xplore • Contextual net CPM will decrease over time as more dependence on Google AdSense (vs. Hire Reach) • Operating expense percentages will remain the same

  7. Biz Plan Key Assumptions Ctd • Full roll-out of ads will occur in July 2012 • Monthly non-authenticated page views will increase 5% each year • Ad impressions per PV (Page View) will increase from 1.60 in 2012 to 1.90 in 2015 • Ratio of non-contextual (89.5%) to contextual (10.5%) will remain the same

  8. Proposed Phase 1 Activity • Interview ~20 anonymous/guest users to determine if ads change their perception or usage of Xplore • Original targeted completion proposed in February was June 2011 • Moving completion to November Series report

  9. Phase 1 & 2 Status • Phase 1 more difficult than anticipated to identify and contact anonymous/guest users • Disparate locations of respondents (e.g. China, Egypt, etc.) challenged scheduling of Phase 1 focus group interviews • Start of Phase 2 not until Q1 2012 at earliest due to IEEE Xplore technical resources being fully deployed towards IBP

  10. Proposed Revised Schedule • Complete Phase 1 (focus groups) and present results at November 2011 Board Series • Launch Phase 2 (public launch of ads on select IEEE Xplore pages) in late Q1/early Q2 2012 • Potential to complete this earlier by shifting some technical resources from IBP (with support from executive management) • Launch Phase 3 (full rollout of ads on targeted non-authenticated pages) in July 2012

  11. Thank You

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