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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. 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