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RETHINKING PUBLISHING IN THE CONTENT MARKETING ERA
M a t t h e w B u c k l a n d | C r e a t i v e S p a r k | w w w. c r e a t i v e s p a r k . c o . z a
E d g a r s C l u b A d v e r t i s e r s ’ S u m m i t2 0 1 5 | J o h a n n e s b u r g
TM
SRC: http://blog.amandarose.co.uk
SRC: KPCB Internet Trends 2013, Mary Meeker
SRC: AP via @NBCNews
SAD DADS @ 1D
SRC: The Spin, Angelina Castillo
The digital/internet era caused massive disruption & change in just
about every industry. Here are a few...
Banking & financial services: Bitcoin, Google Wallet, ApplePay
Banking & financial services: Peer-2-Peer lending, cutting out the banks, Wonga, Snapscan, Friendsurance
SRC: teeveetee.blogspot.com
Travel & hospitality: Uber
SRC:Uber website
Travel & hospitality: airbnb
SRC: Airbnb website
Telco: whatsapp. Death of SMS greatly understated. Now, death of “calls”?
Medical:behavioural analytics platform that turns smartphone data into health insights
Self diagnosis: Philips vital signs camera (available on app store)
...disruption also in education, retail, government, consumer electronics. In the media & marketing world we have seen unprecedented disruption too...
MEDIA
CHOICE
Mainstream media consisted of a few choices in TV, radio and newspapers. Then came the internet...
Massive digital fragmentation: many options, competition for our
time & competition for media businesses
BUSINESS MODEL
Competition for both revenue & reader attention. Media & advertisers need to figure out a new paradigm: platforms, ad formats, content types, distribution & business models
Internet 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
Corporate websites often bigger
than media sites. Given rise to
industries like “SEO”, “Content
marketing”. New paradigm to
understand new landscape
MODELS
• Superdistribution: 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
...in the home
...in shops
TV, Parrot here
Here already...
Very muchhere!!
SRC: Apple
SRC: Nieman Lab @ www.niemanlab.org
Everywhere... looming media battle to disseminate content to and
monetise just about any surface...
...even solar-powered LED roads??
elitedaily.com
• Soaring 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
• Niche 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
• “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 DISTRIBUTIONNETWORK
WEBSITE/CMS
APPS & OTHERDEVICES
EVENTING
SOCIAL MEDIA
VIDEO/TVAUDIO/RADIO
THE CONTENT DISTRIBUTION NETWORKAlso known as “Hub & Spoke”. CMS distributes content to other platforms & social media. Create content once and publish everywhere
SYNDICATION
Interesting 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
WEBSITE/CMS
APPS & OTHERDEVICES
EVENTING
SOCIAL MEDIA
VIDEO/TVAUDIO/RADIO
THE CONTENT DISTRIBUTION NETWORKAlso known as “Hub & Spoke”. CMS distributes content to other platforms & social media. Create content once and publish everywhere
SYNDICATION
• Print 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”
Fire vs electric heaterPrint vs online‘Common sense’ that one would replace the other“Easier, cleaner, faster” vs “dirty & old”But each has different feel & function
ANALOGY
• Well, 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?
WE ARE DOING IT!
#platforms #contact
#expansionWITH THANKS TO JOHN BROWN
• Last 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
• Paradoxically 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
Display (mobile)
Seamless,centralised adserver integration & reporting across the
“content network”
- Native 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 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
Glimpse of content & news in the future. Hint: it will not be on your phone or in a browser
OUT THERE
IT WILL BE
SRC: Fast Company
Will media publish traffic & weather info on their
websites ...or the roads?
