beyond digital editions: new mobile opportunities for content owners
DESCRIPTION
Presentation given to the Content Marketing Association breakfast briefing on 11 June 2014, discussing ways that the shift to mobile creates new opportunities for content owners beyond simple digital editions.TRANSCRIPT
Michael Kowalski @micycle
Contentment
3 ways mobile is creating new opportunities for content owners beyond digital editions
Padify is our award winning platform for creating apps, adverts, and digital magazines
A mixed bag of customers
Our sweet spot
Practical workflow
Creative freedom
Mobile friendly
But that’s mere technology Let’s talk about products and opportunities
Both device ownership and content consumption are rising - with huge growth still to come
2013
2007
PCs
Smartphones & tablets
1.2bn unit sales
Mobile is still growing
It’s a fundamental change in the way people relate to technology. Computers coming off the desk, into your pocket. Everywhere, and all the time.
Mobile is not just another channel
1. Long form advertising 2. Continuous publishing 3. Utility apps
3 specific ways that this shift creates new opportunities for content owners
#1 Long form advertising
Let’s get it onEach wave of hardware evolution has made technology more intimate
In a distant room
miles
On your desk
1m
In your hand
20cm
On your face?
1cm
One dayWe will all be cyborgs
Greater intimacy = greater risk of intrusionCrossing “the creepy line”
Interruption
A well targeted ad would be more intrusive in this context
Instructions for useThe early days
How people read content on devicesExplore
Engage
Standard practice has emerged
Full screen ads aren’t intrusiveIn explore mode, can just swipe on by
You have an incredible canvas “below the fold”
But if you can trigger engagement
Beginning
Middle
End
Story arc
{{{
Visual storytelling
Use visual techniques like typography, video fill, animation & parallax to give the story pace, signal changes of topic, and support “grazing”
Mobile advertising will growBig mismatch between attention and advertising spend must correct
Klei
ner P
erki
ns “I
nter
net T
rend
s 20
14”
10%
20%
30%
40%
50%
Print Radio TV Internet Mobile
Time spent Ad spend
#2 Continuous publishing
The bird app du jourHow can content compete with birds?
Connecting people with content they care aboutA fair fight?
Antoine Robiez
What happens when I push this button?
My Content
?
“Wow, a shop full of back issues…”Mostly this:
FILM MAGAZINE
Typical monthly digital edition publication cycle
100%
Publication day
0%Rest of the
month
Chance of finding
something fresh
Publishing more frequently improves enagement
Chance of finding
something fresh
Same content, released in weekly chunks
Continuous publishing
Minor updates at frequent intervals
Chance of finding
something fresh
The logical next step
EVOMoved to continuous model, updated 3 or 4 times a week.Sessions more than doubled to 250k+ per month.
This is about transitioning to a content serviceOn demand and always on. Which is how people interact with their devices.
24/7
#3 Utility apps
“People like apps”
Bene
dict
Eva
ns “M
obile
is e
atin
g th
e w
orld
”
Stated cumulative app downloads
iOS Android
2009
75 billion
zero
2014
Trend towards focused utility apps
Multi purpose web apps
Multi purpose mobile apps
Single purpose mobile apps
“There’s an app for that”
Kleiner Perkins “Internet Trends 2014”
Identify different use cases – and deliver separate utility apps
Learning
News & events
Shopping
Entertainment
Commerce at the point of utilityNew monetisation opportunities: • Granular in-app purchase • Content as a “consumable” • Content tethered to location
with iBeacons£
User-centred publishing
✓ Move beyond digital editions ✓ Put user needs at the centre of
the design process ✓ Rethink and reimagine what we
can do for this new kind of always connected user
