Mumbrella360: Content, data and the digital generation with Mashable

As part of our recap of the highlights from 2015’s Mumbrella360, Mashable’s global strategy director Adam Ostrow explains how the brand decides where it should focus its efforts.


Adam is joined on stage by Mumbrella editor, Alex Hayes, following the presentation to take questions.

During the session, held days after Mashable launched a video production arm called Mashable Studios, Ostrow outlined the way the site had grown from the founder, Pete Cashman’s bedroom to having offices across the globe, and the strategy behind the brand moving into Australia and Asia.

The brand had been very active on live streaming service Periscope, and said about it: “Periscope and Meerkat will succeed if they can scale. But the average session [on Periscope] is only getting a few hundred views at the moment. So it doesn’t make sense for advertisers yet.

“It’s still super early [for Periscope and Meerkat]. We don’t worry about monetisation yet. It’s just important [for brands] to get on there and try them out.”

“Distribution is shifting very quickly. Who would have known that Facebook would start hosting content on its own site? It’s important to be on and worry about monetisation later,” he said.

He also talked about Mashable’s system which can predict when a story is about to go viral, and how it is working with agencies and brands to leverage that.

A full write-up of the session can be found here.

Timeline of session:

  • 0:00 Introduction
  • 0:21 How Mashable came to be
  • 0:44 Pete Cashmore launches Mashable in Scotland
  • 1:46 Bringing the social media landscape to the market
  • 2:10 How Mashable delivers content differently to traditional tech news media
  • 3:00 Moving the goalposts from Digg to Twitter and beyond
  • 3:30 Mashable content is shared 3 times per second
  • 4:00 Meerkat and Periscope enter mobile streaming market
  • 4:20 From 1 million to more than 40 million views
  • 6:00 How to spot the next big viral thing online
  • 6:50 Data scientists, A.I. experts and Velocity – Mashable’s predictive analytics program
  • 9:40 Using web crawlers to predict the next big thing
  • 11:55 Using Velocity for distribution and promotion
  • 12:30 What’s Rising? Mashable’s trending hot list
  • 13:30 Using Velocity to plan original content promotion/organic reach
  • 14:30 Integrating Velocity into advertising products
  • 15:00 Presentation concludes – Mumbrella questions begin
  • 15:30 Q1: How accurate is Velocity in spotting high-performance viral content?
  • 16:39 Q2: How can you make purchased content or advertising perform?
  • 18:30 Q3: What is Mashable Studios and how will you make it work?
  • 19:20 Q4: How do you split/balance editorial content vs business credibility?
  • 20:48 Q5: Why are American digital platforms looking at the Australian market?
  • 22:32 Q6: Is every Like or every Share of equal value, or do advertiser targets and metrics dictate value?
  • 26:00 Q7: What is the Mashable road map for profitability?
  • 26:22 Branded content and native advertising
  • 29:20 Questions from the floor
  • 41:40 Presentation concludes

Visit the Mumbrella360 website via this link.

Video edited by 90 Seconds cloud video production

Mumbrella360 takes place between June 7-9. Earlybird tickets are now on sale until April 15, offering savings of up to $700.
See sessions announced so far and book your place here


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