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Ezoic + Flippa Roadshow: Boston 'Audience is King'
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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 Subscribe (come back, working on a higher quality video) - https://www.youtube.com/@UCZkpRWCU_0vFOc7ijPSdBBw
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0:00
[Applause]
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kick things off who ISO for those of you
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who are not familiar familiar with us
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heo is a platform for website owners
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creators video content creators to make
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more money from those platforms today we
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work with thousands of website owners
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and content creators globally been
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talking to some of you in the room
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already iso's primary focus is really
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those content sites helping you drive
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passive income from ads
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but for other models we're also a great
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way to diversify income and reduce
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risk a little bit on on me um obviously
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with EO have been here for 10 years
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before we get started I always like to
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have a little bit of fun I did a standup
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comedy routine earlier this year I'm
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refining some material so if I may I
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just want to try a quick joke on the
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audience and I believe it is relevant to
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where we're heading tonight with this
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presentation Google told me that cookies
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are going away at first I thought great
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I'm on a diet but then I got sad because
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without cookies I can't track my
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calories
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work all right I'm going on
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tour well we're going to get serious now
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and and talk about the the state of the
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industry what's going on today search is
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really changing a
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lot gener generative search and Google
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are coming for your lunch what you see
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here is 74% of users today they don't
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mind when there's some form of
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generative AI in those search results
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what this is leading to is a decrease in
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website search engine visibility so your
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websites are falling down the rankings
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below these
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overviews to compound that we have genz
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ear up and coming for your kids maybe
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you follow their habits but if you do
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you'll see that most of that audience is
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now transitioning to other forms of
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consumption Tik Tok Social Media Chat
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Bots I personally thought this was was
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really interesting because we're in an
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era when the percent of Business Online
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is increasing I'm sure business is
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increasing a lot for the folks that flip
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up um so you would think that your
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website traffic is also going to be
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increasing but in fact the opposite is
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true in a lot of
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cases if you need more evidence that
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Google is coming for your traffic well a
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good investigator always says follow the
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money this first graph here is a
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positive trend it shows digital ad spend
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is going up year over-ear but when you
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look to the right you'll see where is
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that money actually going with Google
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their search business has been taking
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off in the last quarter they put 7
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million 7 billion of growth into that
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now to be clear search ads are the ads
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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
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shrinking in the last quarter it's gone
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down by 800 million now those are
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display ads those will be ads that
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display on your websites when a user
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clicks into a search result and visits
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your site the take way here really is
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that Google is taking eyeballs and
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revenue away from your
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websites and again a large part of this
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is due to AI overviews we're seeing more
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of these queries and results come
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through about 60 60% in overall search
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results great example of that I try to
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do a new one in each
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City if you want to play along this is
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interactive you can pull out your phone
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or do this later but look up what is
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been known for I did this earlier today
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and what you'll see when it first comes
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up is a quick little over overview it
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says fway Park and the Freedom Trail and
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a few other great activities to do in
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Boston think about this from a user's
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perspective the RPMs are boosted on the
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top you'll see that's when a user is
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identified so that's a user perhaps
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arriving to your site from a newsletter
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that you sent them those RPMs are going
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up additionally for a non-identified
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user they didn't come to your site
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through a newsletter but that first
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party data is available the RPMs also go
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up so what we're seeing is when first
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party data is available it raises the
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value of your entire audience so let's
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give a a quick example to really
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simplify this if you're a brand like
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Nike and you see that your website has
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five 5% of those those users are
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subscribed they're an active fit
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audience they're more likely to purchase
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something on Nike they pay a lot for
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that person percentage of users and they
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see or they assume the rest of your
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audience is similar in nature and that
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you will pay more for the rest of your
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audience and like I said earlier I
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realize everyone here is not using
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display ads for those of you that are an
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identity solution is something that you
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need to be using this will allow you to
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connect your specific audience to those
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advertisers that are willing to pay more
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for it if you're not display ads again
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like I said diversify Revenue reduce
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risk from other
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sources heo we spotted this trend early
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on and we adopted an identity solution
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of our own called ID I told John
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yesterday that he's one of our Founders
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this is going to be my new favorite buul
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shirt what you see here is one of our
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clients with the identified users the
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revenue is five times higher than the
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nonidentified users engagement is much
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higher this is the type of audience that
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we're talking about that you want to
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cultivate to create a really engaged
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audience and a more valuable
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audience at this point you're probably
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probably wondering how this works the
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answer is an identity solution eoic
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built easy ID to simplify this it's a
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simple solution it's still on you to
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create that audience and build it but
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once you have it the big hurdle that we
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see is
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connecting that specific audience to
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advertisers that are willing to pay top
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dollar for it eoic does it in a privacy
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compliant way and an anonymous way and
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it simplifies that also by connecting
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your audience uh through top email
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providers that we integrate with
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including beehive MailChimp and many
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others quote that I like to use here
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from the good Baseball Classic field
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dreams if you build it they will
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come and as we wrap up here just want to
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walk all of you to walk away with the
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two main points if you use these
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strategies to own your audience and own
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your traffic excuse me own your Revenue
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you'll put yourself in a position to add
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more value whether you're buying and
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selling on flia or if you just want to
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continue to grow your asset over the
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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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