PRCA DARE Awards - Scotland. The future of media


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  • hufy
  •   Scotsman 33,000     Herald 44,000    BBC Scotland Online  1.2m
  • Online video Advertising 320% by 2020 Premium content competition – intensify = sports, licenses across platforms will rise dramatically YouTube expected to invest over 100m on commissioning original content in UK Big questions: will internet as viable TV platform sustain innovation or disrupt innovation Typewriter – electric typewriter helps, word processor disruptive …? Expectation of free – but pay for what they really want Like-based scheduling Connected viewing – laptop not TV Transmedia storytelling
  • On Monday June 24, the new Jay-Z album will be available to Samsung phone owners – via their phones of course – two weeks before general release. Samsung paid $5m to do this. But is this such a benefit? After all, within minutes of one person getting it, the odds are they will find a way to release it onto Torrent and Piracy sites.
  • Scotsman – video and also the new paid feature for articles
  • PRCA DARE Awards - Scotland. The future of media

    2. 2. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldONLINE THE FUTURE BUT TV FAR FROM DEADMainstream 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
    3. 3. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldThere’s still trust in the UK brand news names…SOURCE: MediaEdgeCIA 2012 media report
    4. 4. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldALTERNATIVE VIEWING IS THE FUTUREShows reaching 10% or more ofaudience a rarity60% of UK adults watch on-demandvideo monthly(4hpm)12-17yo watch least traditional & 18-24s watch most online50% of 3h US viewing time lost wasaccounted for by time-shifted TVIn Chinese homes with WiFi, PC videoviewing leads TV by 12 hours to 9SOURCE: MediaEdgeCIA 2012 media reportShows like Game of Thronesdownloaded 1million times per week
    5. 5. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald2012 WAS A TIPPING POINT YEAR FOR DIGITAL100,000,000,000 apps downloaded1,000,000,000 facebook users1,000,000,000 smartphones sold1,000,000,000 mobile broadband subsMobile search > desktop searchSOURCE: MediaEdgeCIA 2012 media report
    6. 6. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldLEARNINGS
    7. 7. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldPRODUCTIONIS HIGHLYDIMENSIONALISED•Stand-alone, text-based article is dying.•Digital content played a role in two-thirdsof Pulitzer winners in 2012.•Media companies delivering multi-platform, multi-format storytelling•Media today is social by design.•Media tomorrow will be local, social andtimelyTrend #1
    8. 8. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald
    9. 9. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldTHE NEW YORK TIMES: A LEADER IN MULTIMEDIA NEWS PRODUCTIONThe New York Times is digitally-minded, with interactive elements, video, and photo slideshowsembedded across its wide range of topics. Beyond innovating formats, Facebook integration allowsreaders to sign into via their accounts to see what articles their friends are“recommending” and sharing.
    10. 10. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldA PAYWALL WALLS BUT DOES IT PAY?US audience dropped 10-15%International audience dropped 5-10%Now has 668,000 digital subscribers – 13% riseCirculation revenue larger than ad revenue40million global unique visitorsSOURCE: MediaEdgeCIA 2012 media report
    11. 11. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldBrits don’t need a paywall: The Daily MailAd clicking model still highly simplisticin UK/Scottish pressContent increasingly geared towardsbeing easy to share/tweet and in smallchunksThe return of bullet points as a way ofgetting information acrossLast out the digital door to becomeworld’s biggest online newspaperHas achieved profit through onesimple mechanism: contentEveryone is chasing traffic and SEOContent more geared towardspushing emotional buttons - linkbait
    12. 12. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald5. But does it work? Mail Online traffic
    13. 13. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald5. But does it work? Mail Online revenue
    14. 14. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldEDITORIAL IS NOWDEMOCRATISED•Need to deliver a wealth of content ina non-stop news cycle•Need to drive page views for adrevenue•Media companies have opened uptheir ranks to guest expert authors•Increase depth and breadthof coverage.•In the States – and increasingly here– reporters pay rises linked tovotes/likes and views their stories geton web. Could PRs nudge this?Trend #2
    15. 15. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldForbes 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.FORBES: A LEADER IN EXPERT-DRIVEN BUSINESS EDITORIAL
    16. 16. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald“BEATS” HAVE BECOMEHIGHLY SPECIALISED(AGAIN)•Media are not only broadening coverage, they’regoing deeper.•While traditional media carries finite space thatdemands professional editing, online mediaknows no boundaries, beyond the editorial agendabrought to readers.Trend #3
    17. 17. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldEXPERIENCE ISHIGHLYPERSONALISED•The front page is no longer the same foreveryone thanks to cookies.•Publications infused online properties withintelligence that delivers highly uniquecontent based on past behaviors.•Consumers now expect that each timethey return, they’ll be served up contenttailored to their specific needs.•Long term issue of this is that people lesslikely to be challenged on their beliefs – willseek out content that reinforces their views.Trend #4
    18. 18. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldSOURCING ISMORE SOCIALISED•Media companies now utilise social mediamonitoring to listen in on real-timeconversations•Take advantage of up-to-the-minutetrends—and provide content that matters totheir readership.•Nine in ten journalists claim to haveinvestigated an issue further due toinformation sourced from social media.Trend #5
    19. 19. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldASSOCIATED 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 thepublic for news tips, eyewitnessaccounts, amateur videos. It’s a toolthat makes journalism better if youknow how to use it.”Eric CarvinSocial Media EditorThe Associated Press
    21. 21. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald1. The Age of the Digital GatekeeperOnline paid-for video servicespredicted to quadruple by 202064% of industry experts see this asbiggest threat to traditional modelTraditional broadcasters increasinglythreatened by online
    22. 22. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald2. Brands as Broadcasters/exclusive suppliers60% of media industryexperts predict that amajor tech company willacquire package of liverights to premiershipfootball…and 39% of UK consumers think that some brands could do a better job atcontent than existing TV channels.
    23. 23. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald3. Brands own, publish and share their content
    24. 24. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald4. Targeting the Second ScreenRising trend in concurrent useof devices whilst watchingtelevision86% of smart device ownersare dual-screening – a viewer-driven phenomenonRise of app-based companionexperiences directly controlledby the broadcasterCONTENTINTERACTIONAPPSCONTENTINTERACTIONAPPSREMOTECONTROLAPPSREMOTECONTROLAPPSREMOTECONSUMPTIONAPPSREMOTECONSUMPTIONAPPSREMOTEMANAGEMENTAPPSREMOTEMANAGEMENTAPPSAPP-BASEDVALUE-ADDAPP-BASEDVALUE-ADD
    25. 25. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonaldAnd the third screensThe rise of Google Glass – is thefuture of news and adslocation based with contentflashing up as you walk past anarea of interest?Windscreen HUDs on the rise ascars take apps
    26. 26. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald5 The Future of Media is experimentingIrish Times working with start-ups to boost digital advertisingWanted to “dounconventional things to pushindustry forward”Result: 10 new teams with 10 newproduct offerings and teams acrossweb/print/mobile from a cost ofvirtually nil
    27. 27. ©WEBER SHANDWICK 2013 All rights reserved #PRCADARE@moraymacdonald6. The Future of Media is different trainingEmbracing the future andchange starts at the learninglevelUniversities need to teach thenew skills – skills for jobs notinvented yet – as well as newsgathering, using data, how tocrowdsourceMOOCs mean mediaoperators will be foreverlearning and adaptingthroughout the decades