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Ezoic + Flippa Roadshow: Boston 'Audience is King'
Dec 6, 2024
As traditional audiences relying on 3rd party traffic are crumbling, learn how to own your audience in a new Information Age. Diversify away from Google, build a newsletter, and capture the full calue of your unique user base.
Learn more at - https://www.ezoic.com/features/ezid
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0:00
[Applause]
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kick things off who ISO for those of you
0:08
who are not familiar familiar with us
0:10
heo is a platform for website owners
0:13
creators video content creators to make
0:15
more money from those platforms today we
0:19
work with thousands of website owners
0:21
and content creators globally been
0:23
talking to some of you in the room
0:24
already iso's primary focus is really
0:26
those content sites helping you drive
0:28
passive income from ads
0:30
but for other models we're also a great
0:32
way to diversify income and reduce
0:38
risk a little bit on on me um obviously
0:42
with EO have been here for 10 years
0:44
before we get started I always like to
0:45
have a little bit of fun I did a standup
0:49
comedy routine earlier this year I'm
0:52
refining some material so if I may I
0:54
just want to try a quick joke on the
0:57
audience and I believe it is relevant to
1:00
where we're heading tonight with this
1:02
presentation Google told me that cookies
1:05
are going away at first I thought great
1:08
I'm on a diet but then I got sad because
1:12
without cookies I can't track my
1:17
calories
1:19
work all right I'm going on
1:23
tour well we're going to get serious now
1:26
and and talk about the the state of the
1:28
industry what's going on today search is
1:30
really changing a
1:32
lot gener generative search and Google
1:35
are coming for your lunch what you see
1:38
here is 74% of users today they don't
1:42
mind when there's some form of
1:44
generative AI in those search results
1:47
what this is leading to is a decrease in
1:50
website search engine visibility so your
1:53
websites are falling down the rankings
1:55
below these
1:56
overviews to compound that we have genz
2:00
ear up and coming for your kids maybe
2:04
you follow their habits but if you do
2:08
you'll see that most of that audience is
2:10
now transitioning to other forms of
2:12
consumption Tik Tok Social Media Chat
2:16
Bots I personally thought this was was
2:19
really interesting because we're in an
2:21
era when the percent of Business Online
2:23
is increasing I'm sure business is
2:25
increasing a lot for the folks that flip
2:27
up um so you would think that your
2:30
website traffic is also going to be
2:32
increasing but in fact the opposite is
2:34
true in a lot of
2:37
cases if you need more evidence that
2:40
Google is coming for your traffic well a
2:42
good investigator always says follow the
2:44
money this first graph here is a
2:47
positive trend it shows digital ad spend
2:49
is going up year over-ear but when you
2:52
look to the right you'll see where is
2:54
that money actually going with Google
2:57
their search business has been taking
2:59
off in the last quarter they put 7
3:01
million 7 billion of growth into that
3:05
now to be clear search ads are the ads
3:07
that display on google.com in search
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results before you go to a website
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alternatively display growth is
3:16
shrinking in the last quarter it's gone
3:18
down by 800 million now those are
3:21
display ads those will be ads that
3:23
display on your websites when a user
3:25
clicks into a search result and visits
3:27
your site the take way here really is
3:30
that Google is taking eyeballs and
3:33
revenue away from your
3:34
websites and again a large part of this
3:38
is due to AI overviews we're seeing more
3:41
of these queries and results come
3:43
through about 60 60% in overall search
3:47
results great example of that I try to
3:49
do a new one in each
3:52
City if you want to play along this is
3:54
interactive you can pull out your phone
3:55
or do this later but look up what is
3:59
been known for I did this earlier today
4:02
and what you'll see when it first comes
4:04
up is a quick little over overview it
4:07
says fway Park and the Freedom Trail and
4:09
a few other great activities to do in
4:11
Boston think about this from a user's
4:14
perspective the RPMs are boosted on the
4:17
top you'll see that's when a user is
4:19
identified so that's a user perhaps
4:21
arriving to your site from a newsletter
4:23
that you sent them those RPMs are going
4:25
up additionally for a non-identified
4:28
user they didn't come to your site
4:30
through a newsletter but that first
4:32
party data is available the RPMs also go
4:35
up so what we're seeing is when first
4:37
party data is available it raises the
4:39
value of your entire audience so let's
4:42
give a a quick example to really
4:44
simplify this if you're a brand like
4:47
Nike and you see that your website has
4:49
five 5% of those those users are
4:52
subscribed they're an active fit
4:54
audience they're more likely to purchase
4:56
something on Nike they pay a lot for
4:58
that person percentage of users and they
5:01
see or they assume the rest of your
5:03
audience is similar in nature and that
5:06
you will pay more for the rest of your
5:09
audience and like I said earlier I
5:12
realize everyone here is not using
5:14
display ads for those of you that are an
5:17
identity solution is something that you
5:19
need to be using this will allow you to
5:21
connect your specific audience to those
5:25
advertisers that are willing to pay more
5:27
for it if you're not display ads again
5:30
like I said diversify Revenue reduce
5:33
risk from other
5:36
sources heo we spotted this trend early
5:39
on and we adopted an identity solution
5:42
of our own called ID I told John
5:46
yesterday that he's one of our Founders
5:49
this is going to be my new favorite buul
5:53
shirt what you see here is one of our
5:55
clients with the identified users the
5:58
revenue is five times higher than the
6:00
nonidentified users engagement is much
6:03
higher this is the type of audience that
6:05
we're talking about that you want to
6:07
cultivate to create a really engaged
6:10
audience and a more valuable
6:14
audience at this point you're probably
6:17
probably wondering how this works the
6:19
answer is an identity solution eoic
6:22
built easy ID to simplify this it's a
6:25
simple solution it's still on you to
6:28
create that audience and build it but
6:30
once you have it the big hurdle that we
6:33
see is
6:34
connecting that specific audience to
6:37
advertisers that are willing to pay top
6:39
dollar for it eoic does it in a privacy
6:41
compliant way and an anonymous way and
6:44
it simplifies that also by connecting
6:47
your audience uh through top email
6:49
providers that we integrate with
6:50
including beehive MailChimp and many
6:55
others quote that I like to use here
6:57
from the good Baseball Classic field
6:59
dreams if you build it they will
7:04
come and as we wrap up here just want to
7:07
walk all of you to walk away with the
7:09
two main points if you use these
7:11
strategies to own your audience and own
7:14
your traffic excuse me own your Revenue
7:17
you'll put yourself in a position to add
7:19
more value whether you're buying and
7:21
selling on flia or if you just want to
7:23
continue to grow your asset over the
7:28
years that's for me eo.com pulse this is
7:32
where you can fill in your feedback on
7:35
where the industry is going
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