Презентация на тему RETHINKING PUBLISHING IN THE CONTENT MARKETING ERA

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Слайд 1 RETHINKING PUBLISHING IN THE
CONTENT MARKETING ERA
Matthew Buckland | Creative

Spark | www.creativespark.co.za

Edgars Club Advertisers’ Summit
2015 | Johannesburg

RETHINKING PUBLISHING IN THE CONTENT MARKETING ERAMatthew Buckland | Creative Spark

Слайд 2


Слайд 4SRC: http://blog.amandarose.co.uk

SRC: http://blog.amandarose.co.uk

Слайд 5SRC: KPCB Internet Trends 2013, Mary Meeker

SRC: KPCB Internet Trends 2013, Mary Meeker

Слайд 6SRC: AP via @NBCNews

SRC: AP via @NBCNews

Слайд 7SAD DADS @ 1D
SRC: The Spin, Angelina Castillo

SAD DADS @ 1DSRC: The Spin, Angelina Castillo

Слайд 8The digital/internet era caused massive disruption & change in just about

every industry. Here are a few...
The digital/internet era caused massive disruption & change in just about every

Слайд 9Banking & financial services: Bitcoin, Google Wallet, ApplePay

Banking & financial services: Bitcoin, Google Wallet, ApplePay

Слайд 10Banking & financial services: Peer-2-Peer lending, cutting out the banks, Wonga,

Snapscan, Friendsurance

SRC: teeveetee.blogspot.com

Banking & financial services: Peer-2-Peer lending, cutting out the banks, Wonga, Snapscan, Friendsurance SRC: teeveetee.blogspot.com

Слайд 11Travel & hospitality: Uber
SRC:Uber website

Travel & hospitality: Uber SRC:Uber website

Слайд 12Travel & hospitality: airbnb
SRC: Airbnb website

Travel & hospitality: airbnb SRC: Airbnb website

Слайд 13Telco: whatsapp. Death of SMS greatly understated. Now, death of “calls”?

Telco: whatsapp. Death of SMS greatly understated. Now, death of “calls”?

Слайд 14Telco: Skype & the disruption of the phone call, Google Free

Zone,
Telco: Skype & the disruption of the phone call, Google Free Zone,

Слайд 15Medical: mines data from millions of studies to make assessing medical

experts and treatments easier
Medical: mines data from millions of studies to make assessing medical experts and treatments easier

Слайд 16Medical:behavioural analytics platform that turns smartphone data into health insights

Medical:behavioural analytics platform that turns smartphone data into health insights

Слайд 17Self diagnosis: Philips vital signs camera (available on app store)

Self diagnosis: Philips vital signs camera (available on app store)

Слайд 18



...disruption also in education, retail, government, consumer electronics. In the media

& marketing world we have seen unprecedented disruption too...

MEDIA

...disruption also in education, retail, government, consumer electronics. In the media &

Слайд 19CHOICE
Mainstream media consisted of a few choices in TV, radio and

newspapers.
Then came the internet...
CHOICEMainstream media consisted of a few choices in TV, radio and newspapers. Then came the internet...

Слайд 20Massive digital fragmentation: many options, competition for our time & competition

for media businesses
Massive digital fragmentation: many options, competition for our time & competition for media businesses

Слайд 22BUSINESS MODEL
Competition for both revenue & reader attention. Media & advertisers

need to figure out a new paradigm: platforms, ad formats, content types, distribution & business models
BUSINESS MODELCompetition for both revenue & reader attention. Media & advertisers need

Слайд 23Internet instigated a dramatic fall in the economics of media. It’s

now cheaper, faster, quicker to produce & distribute media allowing non-media companies, bloggers, one-man shows to get in on the media game. Therefore all companies are media companies = massive competition for eyeballs & revenue

MODELS

SRC: WEF

Internet instigated a dramatic fall in the economics of media. It’s now

Слайд 24Corporate websites often bigger than media sites. Given rise to industries

like “SEO”, “Content marketing”. New paradigm to understand new landscape

MODELS

Corporate websites often bigger than media sites. Given rise to industries like

Слайд 25Superdistribution: the forwarding of media through social networks means a tiny

publication with an important article can reach huge audiences quickly & at no additional cost*
Presence of networked video cameras in people’s pockets increasingly means reporting comes from readers*
Print felt disruption first... now TV (internet TV in fast bandwidth era) & Radio (podcasting) beginning their disruption cycles
New platforms mean new rules (tablets, watches & all digital devices)

DIGITAL MEDIA DISRUPTION

* Post-Industrial Journalism: Adapting to the Present: COLUMBIA JOURNALISM SCHOOL

Superdistribution: the forwarding of media through social networks means a tiny publication

Слайд 26...in the home

...in the home

Слайд 27...in shops

...in shops

Слайд 28TV, Parrot here
Here already...

TV, Parrot hereHere already...

Слайд 29Very much
here!!
SRC: Apple

Very muchhere!!SRC: Apple

Слайд 30SRC: Nieman Lab @ www.niemanlab.org

SRC: Nieman Lab @ www.niemanlab.org

Слайд 31Everywhere... looming media battle to disseminate content to and monetise just

about any surface...
Everywhere... looming media battle to disseminate content to and monetise just about any surface...

Слайд 32...even solar-powered LED roads??
elitedaily.com

...even solar-powered LED roads??elitedaily.com

Слайд 33Soaring user numbers, but revenues struggling: 10c per print user, vs

1c per digital user
Paid content online is NOT WORKING, except in limited cases where financial data or B2B research data sold
Fierce (and unfair - tax) battle for digital advertising pie from Google (R1,5bn) & Facebook (local office)
Goog, FB dominate online advertising. Why? Reach, scale & ease of placement; better targeting & engagement; better ad formats & placement; CPC/shared risk model

DIGITAL PUBLISHING 2015

Soaring user numbers, but revenues struggling: 10c per print user, vs 1c

Слайд 34Niche publications that serve rich advertising ecosystems with loyal communities will

continue to thrive
We are seeing rise of new, lean media companies that are able to run profitably & extract value (Open source tech, crowd-contributor model, new ways of working)
Publisher-led premium advertising networks “Pangea Alliance” feeding of programmatic trends
Goog part of solution via Dig News Initiative
But digital publications in general still searching for optimal revenue models

DIGITAL PUBLISHING 2015

Niche publications that serve rich advertising ecosystems with loyal communities will continue

Слайд 36“Light bulb moment”: Stop seeing ourselves as Online Publishing but as

a Content Distribution Network
Secret behind any site is the web of business deals, distribution decisions behind it that sees its content activated and monetised on new platforms
Successful digital operation sees website/CMS at the centre, distributing content & brand to a variety of platforms

RISE OF THE
CONTENT DISTRIBUTION NETWORK

“Light bulb moment”: Stop seeing ourselves as Online Publishing but as a

Слайд 37WEBSITE/
CMS
APPS & OTHER
DEVICES
PRINT
EVENTING
SOCIAL
MEDIA
VIDEO/TV
AUDIO/RADIO
THE CONTENT DISTRIBUTION NETWORK
Also known as “Hub &

Spoke”. CMS distributes content to other platforms & social media. Create content once and publish everywhere

SYNDICATION

EMAIL

WEBSITE/CMSAPPS & OTHERDEVICESPRINTEVENTINGSOCIAL MEDIAVIDEO/TVAUDIO/RADIOTHE CONTENT DISTRIBUTION NETWORKAlso known as “Hub & Spoke”.

Слайд 38Interesting challenge for advertisers and publishers is how we link content

and advertising across multiple devices (the network)

The less friction we create between devices for users, the more they’re going to default to your brand, your content, because it’s an easy and beautiful experience that doesn’t demand their time and effort

Publishers & advertisers who do that really smartly are going to be the ones with high engagement

MULTI-DEVICE MINDSET

SRC: Niemanlab.org, http://www.niemanlab.org/2015/03/the-next-stage-in-the-battle-for-our-attention-our-wrists

Interesting challenge for advertisers and publishers is how we link content and

Слайд 39WEBSITE/
CMS
APPS & OTHER
DEVICES
PRINT
EVENTING
SOCIAL
MEDIA
VIDEO/TV
AUDIO/RADIO
THE CONTENT DISTRIBUTION NETWORK
Also known as “Hub &

Spoke”. CMS distributes content to other platforms & social media. Create content once and publish everywhere

SYNDICATION


EMAIL

WEBSITE/CMSAPPS & OTHERDEVICESPRINTEVENTINGSOCIAL MEDIAVIDEO/TVAUDIO/RADIOTHE CONTENT DISTRIBUTION NETWORKAlso known as “Hub & Spoke”.

Слайд 40Print is many a digital philosophers’ punching bag
Print will not die,

but will shrink, niche
Like theatre became smaller & premium
High barriers to entry (cost) ironically make medium better businesses
Print publications “dedicated devices” – more effective at getting your attention
Digital overload & too many choices in a busy world: Print able cut through noise
A good option for niches with loyal communities

“ATTENTION”

Print is many a digital philosophers’ punching bagPrint will not die, but

Слайд 41Fire vs electric heater
Print vs online
‘Common sense’ that one would replace

the other
“Easier, cleaner, faster” vs “dirty & old”
But each has different feel & function

ANALOGY

Fire vs electric heaterPrint vs online‘Common sense’ that one would replace the

Слайд 42Well, many hardcore, new-economy digital businesses
Net-a-porter, AirBNB (Pineapple), Uber (for drivers),

Politico, Allrecipes, Ars Technica, Pando
Locally: ITWEB (for the last 15 years)

WHO IS DOING IT?

Well, many hardcore, new-economy digital businessesNet-a-porter, AirBNB (Pineapple), Uber (for drivers), Politico,

Слайд 43WE ARE
DOING IT!
#platforms

#contact

#expansion
WITH THANKS
TO JOHN BROWN

WE ARE DOING IT!#platforms#contact#expansionWITH THANKS TO JOHN BROWN

Слайд 44Last 10 years has seen a search for new revenue models
Banner

ads alone are not enough
Banner ads predate social media & search era: not shareable, searchable, emotionally engaging or ‘interruptible’
(Users don’t mind interruptions if advertising relevant & useful – Google showed us this, as well as niches)
Harder to ‘distribute’ banners to broader internet in a medium that is all about distribution & sharing

NEW ADVERTISING MODELS

Last 10 years has seen a search for new revenue modelsBanner ads

Слайд 45Paradoxically banner CPMs dropping as sites get bigger (supply & demand)
We

need to get creative: advertising types, placements, creative, platforms
New product innovation: Programmatic, native advertising, sponsored content, advertiser partnerships, full page tablet & smartphone ads

NEW ADVERTISING MODELS

Paradoxically banner CPMs dropping as sites get bigger (supply & demand)We need

Слайд 47Display (mobile)

Display (mobile)

Слайд 49Seamless,centralised adserver integration & reporting across the “content network”

Seamless,centralised adserver integration & reporting across the “content network”

Слайд 51Native advertising is part of a site’s core newstream, therefore plugs

into its existing distribution network (RSS feeds, social media, email, apps, syndication etc)
Is also part of search ecosystem
Is ‘interruptive’
Is shareable
Can live “forever”
Encourages user engagement (commenting)
Publishers therefore can charge higher CPMs

NEW ADVERTISING MODELS

Native advertising is part of a site’s core newstream, therefore plugs into

Слайд 53Native advertising is a form of advertorial (2.0) or content marketing

for the search & social era
We differentiate between “sponsored content” and “native advertising”
Ethics are key: commercial vs editorial to be clearly delineated to maintain credibility
New ethical dilemmas arise: show sponsored during share etc?

NEW ADVERTISING MODELS

Native advertising is a form of advertorial (2.0) or content marketing for

Слайд 54Glimpse of content & news in the future. Hint: it will

not be on your phone or in a browser
Glimpse of content & news in the future. Hint: it will not

Слайд 55OUT THERE
IT WILL BE

OUT THEREIT WILL BE

Слайд 57SRC: Fast Company

SRC: Fast Company

Слайд 58Will media publish traffic & weather info on their websites ...or

the roads?
Will media publish traffic & weather info on their websites ...or the roads?

Слайд 60THANK YOU
TWITTER: @matthewbuckland
EMAIL: matthew@creativespark.co.za

THANK YOUTWITTER: @matthewbucklandEMAIL: matthew@creativespark.co.za

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