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Jack Riley: Three Ways In Which Content Is On The Brink Of Its Biggest Change Yet.


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Jack Riley, Commercial and Audience Development Director, Huffington Post UK spoke at The Digital Leaders Trends Briefing on the 24th September 2015.

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Jack Riley: Three Ways In Which Content Is On The Brink Of Its Biggest Change Yet.

  1. 1. The end of the beginning. @_JackRiley, The Huffington Post UK
  2. 2. You are here Source: Kantar/The Guardian
  3. 3. Flickr, wenzday01
  4. 4. “Blogging has never been easier but getting read has never been harder.” - Benedict Evans, A16Z
  5. 5. Topics by engaged time per article Highest Alexis Tsipras Greece Debt Crisis Eurozone Poverty Welfare Refugees Austerity EU Referendum UK Economy Lowest Kendall Jenner Celebrity Big Brother Shoes Shopping Love Island Miley Cyrus TOWIE Orange is the New Black Emmerdale The average article on has 5x more engaged time per reader than the average article on... Source: Internal SimpleReach data
  6. 6. Three trends to watch
  7. 7. ● Kindle ● Subscriptions via Prime (eg WaPo) ● Instant Articles ● Native video ● Rumoured hosted content project ● Google Play Newsstand ● Control of Android Play Store ● Project Lightning ● NFL highlights ● MSN hosts content from a variety of publishers ● Apple News ● Control of App Store The Big Six of Distributed Content
  8. 8. Source: App Annie + Flurry (Aug 2015)
  9. 9. Messaging apps Viber WhatsApp Yo
  10. 10. - XKCD Wearables
  11. 11. Apple Watch (projected) iPhone iPad Y1 20 5.41 19.48 Y2 53 15.76 47.6 Y3 92 30.07 73.42 Y4 133 57.39 71.09 Projections based on initial shipments and iPhone/iPad trend (millions of units per quarter, global shipments)
  12. 12. Wearable content must be: Personal Relevant Glanceable
  13. 13. “A notification should exist without the app ever having to exist” - Noah Chestnut, Buzzfeed News
  14. 14. “Print dollars, digital dimes, mobile cents, wearable… ?”
  15. 15. The news consumer of 2018 - Reads and watches content from a wide variety of publishers day-to-day via distributed content baked into their messaging and entertainment platforms, without visiting their websites. - Has direct relationships with a small number of publishers, primarily via mobile apps and messaging subscriptions - Experiences breaking news and recommendations through the day as a hyper-personalised, contextually-aware alerts service, delivered via wearable devices. - Considers individual journalists to be as important as news brands, thanks to the access social media has given to them.
  16. 16. The publisher of 2018 - Web audience has shrunk, caused by distributed content and service integrations. - Benefits from 3rd party audience-based and programmatic monetisation via large consumer and ad tech companies, both on distributed and owned channels - Focuses content creation around audience data, programming a mixture of automated and curated alerts and longer, targeted features. - New platform distribution on wearables and VR with OS-level approval
  17. 17. Thank you for listening! @_JackRiley