Edgars Club Advertisers’ Summit
2015 | Johannesburg
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RETHINKING PUBLISHING IN THE CONTENT MARKETING ERA презентация
Содержание
- 1. RETHINKING PUBLISHING IN THE CONTENT MARKETING ERA
- 3. TM
- 4. SRC: http://blog.amandarose.co.uk
- 5. SRC: KPCB Internet Trends 2013, Mary Meeker
- 6. SRC: AP via @NBCNews
- 7. SAD DADS @ 1D SRC: The Spin, Angelina Castillo
- 8. The digital/internet era caused massive disruption &
- 9. Banking & financial services: Bitcoin, Google Wallet, ApplePay
- 10. Banking & financial services: Peer-2-Peer lending, cutting
- 11. Travel & hospitality: Uber SRC:Uber website
- 12. Travel & hospitality: airbnb SRC: Airbnb website
- 13. Telco: whatsapp. Death of SMS greatly understated. Now, death of “calls”?
- 14. Telco: Skype & the disruption of the phone call, Google Free Zone,
- 15. Medical: mines data from millions of studies to make assessing medical experts and treatments easier
- 16. Medical:behavioural analytics platform that turns smartphone data into health insights
- 17. Self diagnosis: Philips vital signs camera (available on app store)
- 18. ...disruption also in
- 19. CHOICE Mainstream media consisted of a few
- 20. Massive digital fragmentation: many options, competition for our time & competition for media businesses
- 22. BUSINESS MODEL Competition for both revenue &
- 23. Internet instigated a dramatic fall in the
- 24. Corporate websites often bigger than media sites.
- 25. Superdistribution: the forwarding of media through social
- 26. ...in the home
- 27. ...in shops
- 28. TV, Parrot here Here already...
- 29. Very much here!! SRC: Apple
- 30. SRC: Nieman Lab @ www.niemanlab.org
- 31. Everywhere... looming media battle to disseminate content to and monetise just about any surface...
- 32. ...even solar-powered LED roads?? elitedaily.com
- 33. Soaring user numbers, but revenues struggling: 10c
- 34. Niche publications that serve rich advertising ecosystems
- 36. “Light bulb moment”: Stop seeing ourselves as
- 37. WEBSITE/ CMS APPS & OTHER DEVICES PRINT
- 38. Interesting challenge for advertisers and publishers is
- 39. WEBSITE/ CMS APPS & OTHER DEVICES PRINT
- 40. Print is many a digital philosophers’ punching
- 41. Fire vs electric heater Print vs online
- 42. Well, many hardcore, new-economy digital businesses Net-a-porter,
- 43. WE ARE DOING IT! #platforms
- 44. Last 10 years has seen a search
- 45. Paradoxically banner CPMs dropping as sites get
- 47. Display (mobile)
- 49. Seamless,centralised adserver integration & reporting across the “content network”
- 51. Native advertising is part of a site’s
- 53. Native advertising is a form of advertorial
- 54. Glimpse of content & news in the
- 55. OUT THERE IT WILL BE
- 57. SRC: Fast Company
- 58. Will media publish traffic & weather info on their websites ...or the roads?
- 60. THANK YOU TWITTER: @matthewbuckland EMAIL: matthew@creativespark.co.za
SRC: http://blog.amandarose.co.uk
Слайд 1 RETHINKING PUBLISHING IN THE
CONTENT MARKETING ERA
Matthew Buckland | Creative
Spark | www.creativespark.co.za
Слайд 8The digital/internet era caused massive disruption & change in just about
every industry. Here are a few...
Слайд 10Banking & financial services: Peer-2-Peer lending, cutting out the banks, Wonga,
Snapscan, Friendsurance
SRC: teeveetee.blogspot.com
Слайд 15Medical: mines data from millions of studies to make assessing medical
experts and treatments easier
Слайд 18
...disruption also in education, retail, government, consumer electronics. In the media
& marketing world we have seen unprecedented disruption too...
MEDIA
Слайд 19CHOICE
Mainstream media consisted of a few choices in TV, radio and
newspapers.
Then came the internet...
Then came the internet...
Слайд 20Massive 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
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
Слайд 24Corporate websites often bigger than media sites. Given rise to industries
like “SEO”, “Content marketing”. New paradigm to understand new landscape
MODELS
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)
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
Слайд 31Everywhere... looming media battle to disseminate content to and monetise just
about any surface...
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
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
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
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
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
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
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
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
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
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
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
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”
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
“Easier, cleaner, faster” vs “dirty & old”
But each has different feel & function
ANALOGY
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)
Locally: ITWEB (for the last 15 years)
WHO IS DOING IT?
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
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
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 product innovation: Programmatic, native advertising, sponsored content, advertiser partnerships, full page tablet & smartphone ads
NEW ADVERTISING MODELS
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
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
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?
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
