Opening Speech to Future of Media in Scotland conference 2013


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Weber Shandwick MD Moray Macdonald talks about where the media is in 2013 and offers some pointers as to the growing trends for coming years.

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  • hufy
  • Online video Advertising 320% by 2020Premium content competition – intensify = sports, licenses across platforms will rise dramaticallyYouTube expected to invest over 100m on commissioning original content in UKBig questions:will internet as viable TV platform sustain innovation or disrupt innovationTypewriter – electric typewriter helps, word processor disruptive…?Expectation of free – but pay for what they really wantLike-based schedulingConnected viewing – laptop not TVTransmedia storytelling
  • Opening Speech to Future of Media in Scotland conference 2013

    1. 1. WHAT IS THE MEDIAIN 2013?April 2013#SCOTMEDIA
    2. 2. ONLINE THE FUTURE BUT TV FAR FROM DEAD Mainstream Western Print in (terminal?) decline (but £2.5bn forecast spend for 2013) TV stable (£3.5bn forecast spend for 2013) Online in strong growth (£6bn forecast spend for 2013)SOURCE: MediaEdgeCIA 2012 media report #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    3. 3. BUT ALTERNATIVE VIEWING IS THE FUTURE 12-17yo watch least traditional & 18- 24s watch most online 60% of UK adults watch on-demand video monthly(4hpm) Shows reaching 10% or more of audience a rarity 50% of 3h US viewing time lost was accounted for by time-shifted TV In Chinese homes with WiFi, PC video viewing leads TV by 12 hours to 9 Shows like Game of Thrones downloaded 1million times per weekSOURCE: MediaEdgeCIA 2012 media report #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    4. 4. 2012 WAS A TIPPING POINT YEAR FOR DIGITAL 100,000,000,000 apps downloaded 1,000,000,000 facebook users 1,000,000,000 smartphones sold 1,000,000,000 mobile broadband subs Mobile search > desktop searchSOURCE: MediaEdgeCIA 2012 media report #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    6. 6. Trend #1PRODUCTIONIS HIGHLYDIMENSIONALISED• Stand-alone, text-based article is dying.• Digital content played a role in two- thirds of Pulitzer winners in 2012.• Media companies delivering multi- platform, multi-format storytelling• Media today is social by design.
    7. 7. THE NEW YORK TIMES: A LEADER IN MULTIMEDIA NEWS PRODUCTION The New York Times is digitally-minded, with interactive elements, video, and photo slideshows embedded across its wide range of topics. Beyond innovating formats, Facebook integration allows readers to sign into via their accounts to see what articles their friends are ―recommending‖ and sharing.
    8. 8. A PAYWALL WALLS BUT DOES IT PAY? US audience dropped 10-15% International audience dropped 5-10% Now has 668,000 digital subscribers – 13% rise Circulation revenue larger than ad revenue 40million global unique visitorsSOURCE: MediaEdgeCIA 2012 media report #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    9. 9. Trend #2 EDITORIAL IS NOW DEMOCRATISED• Need to deliver a wealth of content in a non-stop news cycle• Need to drive page views for ad revenue• Media companies have opened up their ranks to guest expert authors• Increase depth and breadth of coverage.
    10. 10. FORBES: A LEADER IN EXPERT-DRIVEN BUSINESS EDITORIALForbes features expert contributors to broaden and deepen content across arange of topics. Contributor points-of-view run side-by-side with journalist-written pieces. Forbes benefits from networks of industry leaders and celebrityauthors—and has seen its page views rise and coverage spread dramaticallythrough social network distribution. #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    11. 11. Trend #3―BEATS‖ HAVE BECOMEHIGHLY SPECIALISED(AGAIN)• Media are not only broadening coverage, they’re going deeper.• While traditional media carries finite space that demands professional editing, online media knows no boundaries, beyond the editorial agenda brought to readers.
    12. 12. Trend #4EXPERIENCE ISHIGHLYPERSONALISED• The front page is no longer the same for everyone.• Or any page for that matter.• Publications have infused their online properties with intelligence that delivers highly unique content based on past behaviors.• Consumers now expect that each time they return, they’ll be served up content tailored to their specific needs.
    13. 13. Trend #5SOURCING ISMORE SOCIALISED• Media companies now utilise social media monitoring to listen in on real- time conversations• Take advantage of up-to-the-minute trends—and provide content that matters to their readership.• Nine in ten journalists claim to have investigated an issue further due to information sourced from social media.
    14. 14. ASSOCIATED PRESS: REORGANIZING THE NEWSROOM AROUNDSOCIALThe AP has set the precedent for sourcing content from social media – encouragingreporters to research stories, source content, and incorporate socially generatedcommentary and sentiment in the news. In addition, the AP uses social media monitoringtools to track trends in online discussions to better understand how to deliver the mostsalient, relevant and in-demand content. ―Social media allows us to go to the public for news tips, eyewitness accounts, amateur videos. It’s a tool that makes journalism better if you know how to use it.‖ Eric Carvin Social Media Editor The Associated Press #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    15. 15. FURTHER INTO THE FUTURE – 6 CERTAINTIES SOURCE: Media Guardian Changing Media Summit 2012
    16. 16. 1. The Age of the Digital Gatekeeper Online paid-for video services predicted to quadruple by 2020 64% of industry experts see this as biggest threat to traditional model Traditional broadcasters increasingly threatened by online pretenders #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    17. 17. 2. Brands as Broadcasters 60% of media industry experts predict that a major tech company will acquire package of live rights to premiership football…and 39% of UK consumers think that some brands could do a better job at content than existing TV channels. #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    18. 18. 3. Content – the new Precious Metal #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    19. 19. 4. Brands own, publish and share their content #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    20. 20. 5. We’re all the Daily Mail now Last out the digital door to become world’s biggest online newspaper Has achieved profit through one simple mechanism: content Ad clicking model still highly simplistic in UK/Scottish press Everyone is chasing traffic and SEO Content more geared towards pushing emotional buttons - linkbait Content increasingly geared towards being easy to share/tweet and in small chunks The return of bullet points as a way of getting information across #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    21. 21. 6. Targeting the Second Screen Rising trend in concurrent use CONTENT REMOTE of devices whilst watching INTERACTION APPS CONTROL APPS television APP- BASED 86% of smart device owners VALUE- are dual-screening – a viewer- ADD driven phenomenon REMOTE REMOTE CONSUMPTION MANAGEMENT APPS APPS Rise of app-based companion experiences directly controlled by the broadcaster #scotmedia ©WEBER SHANDWICK 2012 All rights reserved
    22. 22. And the third screens The rise of Google Glass Windscreen HUDs on the rise as cars take apps #scotmedia ©WEBER SHANDWICK 2012 All rights reserved