Michael Kowalski
@micycle
Contentment
3 ways mobile is creating
new opportunities for
content owners beyond
digital editio...
getcontentment.com
Contentment
Dozen strong team based in Shoreditch
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
& tabl...
It’s a fundamental
change in the way
people relate to
technology.
Computers coming
off the desk, into your
pocket.
Everywhe...
1. Long form advertising
2. Continuous publishing
3. Utility apps
3 specific ways that this shift
creates new opportunities...
#1 Long form advertising
Let’s get it on
Each wave of hardware evolution
has made technology more intimate
In a distant
room
miles
On your
desk
1m
...
One day
We will all be
cyborgs
Greater intimacy = greater
risk of intrusion
Crossing “the creepy line”
Interruption
A well targeted ad
would be more intr...
Instructions for use
The early days
How people read content on devices
Explore
Engage
Standard practice has emerged
Full screen ads aren’t intrusive
In 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 ...
Mobile advertising will grow
Big mismatch between attention
and advertising spend must correct
KleinerPerkins“InternetTren...
#2 Continuous publishing
The bird app du jour
How can content compete with birds?
Connecting people with content
they care about
A fair fight?
AntoineRobiez
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
fre...
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
EVO
Moved 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 service
On demand and always on.
Which is how people interact with
their devices....
#3 Utility apps
“People like apps”
BenedictEvans“Mobileiseatingtheworld”
Stated cumulative app downloads
iOS Android
2009
75 billion
zero
...
Trend towards focused utility apps
Multi purpose
web apps
Multi purpose
mobile apps
Single purpose
mobile apps
“There’s an...
Identify different use cases
– and deliver separate utility apps
Learning
News & events
Shopping
Entertainment
Commerce at the point of utility
New monetisation opportunities:
• Granular in-app purchase
• Content as a “consumable”
• ...
User-centred publishing
✓ Move beyond digital editions
✓ Put user needs at the centre of
the design process
✓ Rethink and ...
PS. Need some mere technology?
Get in touch!
Michael Kowalski
Christian Price
michael@getcontentment.com
christian@getcont...
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Beyond digital editions: New mobile opportunities for content owners

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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.

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Beyond digital editions: New mobile opportunities for content owners

  1. 1. Michael Kowalski @micycle Contentment 3 ways mobile is creating new opportunities for content owners beyond digital editions
  2. 2. getcontentment.com Contentment Dozen strong team based in Shoreditch
  3. 3. Padify is our award winning platform for creating apps, adverts, and digital magazines
  4. 4. A mixed bag of customers
  5. 5. Our sweet spot Practical workflow Creative freedom Mobile friendly
  6. 6. But that’s mere technology Let’s talk about products and opportunities
  7. 7. 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
  8. 8. 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
  9. 9. 1. Long form advertising 2. Continuous publishing 3. Utility apps 3 specific ways that this shift creates new opportunities for content owners
  10. 10. #1 Long form advertising
  11. 11. Let’s get it on Each 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
  12. 12. One day We will all be cyborgs
  13. 13. Greater intimacy = greater risk of intrusion Crossing “the creepy line” Interruption A well targeted ad would be more intrusive in this context
  14. 14. Instructions for use The early days
  15. 15. How people read content on devices Explore Engage Standard practice has emerged
  16. 16. Full screen ads aren’t intrusive In explore mode, can just swipe on by
  17. 17. You have an incredible canvas “below the fold” But if you can trigger engagement Beginning Middle End Story arc { { {
  18. 18. Visual storytelling Use visual techniques like typography, video fill, animation & parallax to give the story pace, signal changes of topic, and support “grazing”
  19. 19. Mobile advertising will grow Big mismatch between attention and advertising spend must correct KleinerPerkins“InternetTrends2014” 10% 20% 30% 40% 50% Print Radio TV Internet Mobile Time spent Ad spend
  20. 20. #2 Continuous publishing
  21. 21. The bird app du jour How can content compete with birds?
  22. 22. Connecting people with content they care about A fair fight? AntoineRobiez
  23. 23. What happens when I push this button? My Content ?
  24. 24. “Wow, a shop full of back issues…” Mostly this: FILM MAGAZINE
  25. 25. Typical monthly digital edition publication cycle 100% Publication day 0% Rest of the month Chance of finding something fresh
  26. 26. Publishing more frequently improves enagement Chance of finding something fresh Same content, released in weekly chunks
  27. 27. Continuous publishing Minor updates at frequent intervals Chance of finding something fresh The logical next step
  28. 28. EVO Moved to continuous model, updated 3 or 4 times a week. Sessions more than doubled to 250k+ per month.
  29. 29. This is about transitioning to a content service On demand and always on. Which is how people interact with their devices. 24/7
  30. 30. #3 Utility apps
  31. 31. “People like apps” BenedictEvans“Mobileiseatingtheworld” Stated cumulative app downloads iOS Android 2009 75 billion zero 2014
  32. 32. 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”
  33. 33. Identify different use cases – and deliver separate utility apps Learning News & events Shopping Entertainment
  34. 34. Commerce at the point of utility New monetisation opportunities: • Granular in-app purchase • Content as a “consumable” • Content tethered to location with iBeacons £
  35. 35. 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
  36. 36. PS. Need some mere technology? Get in touch! Michael Kowalski Christian Price michael@getcontentment.com christian@getcontentment.com
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