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Future of Audiences
Wendy Hurwitz
VP/Audience Development
Sightline Media Group
Twenty years ago, it was inconceivable to think:
Telephone lines would deliver TV programs
Cable lines would deliver phone service
The $15 billion newspaper classified ad business would die
Few people would buy music CDs anymore
Nearly 2/3 of the US population would own a smart phone
Cell phones would transmit more texts than phone calls
Ten years ago, it is inconceivable now to think:
The most trafficked site on the Internet, beating Google, was MySpace
YouTube and Facebook were just getting started
The iPhone and Android hadn’t even been invented
The online world has changed:
In mid-2014, social media passed search engines as the biggest driver of
referral traffic for publishers
More than 50% of web traffic in US is on mobile devices
Now there’s a larger and more diverse selection of content online
Mobile dominates in military and defense:
Mobile
14.1 million page views
5.1 million unique visitors
Desktop
8.9 million page views
2.1 million UVs
The online world has changed
“In this new fragmented ecosystem,
distribution is just as important as the
publishers’ core traditional business
of content creation.”
Adam Singolda, founder and CEO, Taboola
Media consumption is fragmented
Source: Scribble Live, Visually
Why would you build for another platform?
Follow attention of users
Stay engaged with customers regardless of where they are
Spend more time elsewhere
Why not throw everything you have into your website, app and print product?
Video audiences are desirable
People who watch professionally produced Internet video have
a median household income of $76,300, up 9% from a year ago.
Younger adults (18-34) are twice as likely as adults 35-plus to
watch made-for-digital content.
Source: IAB 2016 Original Digital Video Study, March 15–24, 2016
Video growth is explosive
2016 (Jan-Aug)
2.9 million video views
8.4 million video impressions
4.1 million viewed minutes
2015 (All)
1.9 million video views
10.1 million video impressions
3.4 million viewed minutes
Distributed content: Facebook
119k views
709 likes
1,000 shares
MRE Magic:
187k views
750 likes
Facebook Livestream test
29k views
1,700 likes
350 shares
Service Member of the Year
Fully Resourced
Under Resourced
Content is more than news
Distributed content
Prioritization
Repurposing
Extending shelf life
Use technology to assist
CMS and ESP drive personalized, 1:1 content
CMS largely drives content prioritization
Email programs are largely automated (news, circ, adv)
CRM drives large part of advertising sales communications
VDP drives personalized direct mail
Geofencing for newsstand (future)
Sponsored content
Industry experts +
Sponsor =
Added value
Revenue stream
Email collection
Reinforces our expertise in key
content areas
Content repurposed for white
papers, webcasts, social media
posts, etc.
Sponsored content, locally
Experts: Staff contacts, HelpaReporter.com (HARO), etc.
Sponsor targets:
Targeted businesses that don’t want/need standard offerings (ex: chambers of
commerce, economic development groups, associations)
Businesses that don’t spend enough on standard offerings (e.g., real estate developers,
financial advisors, attorneys)
Businesses that want something new
Sponsored content, locally
Most pubs offer breaking news
updates. Are you selling it?
Covering a local trade show? Sell
print, digital & video
32 videos
filmed
Repurposing: more views, less work
Email lead gen
Website content
LinkedIn posts
Print article
E-book
Extending shelf life
Drive audience growth and revenue opportunities using
a broader definition of content