Nesta destination local cc 070715
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My presentation on hyperlocal media in the UK and Nesta's work in the space. Event held by the Media Trust / Community Channel with students from Mizzou - University of Missouri.
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Nesta destination local cc 070715
- 1. • Purpose: To understand the potential for and stimulate a diverse & sustainable UK base of hyperlocal media services that create public value. • Hyperlocal media definition: We define hyperlocal media as “online news or content services pertaining to a town, village, single postcode or other small, geographically defined community”. Nesta’s Destination Local July 2015…
- 2. Nesta research & resources • December 2014 - Exploring Online Democratic Platforms for Young People to Effect Positive Change nesta.org.uk/blog/report- exploring-online-democratic-platforms-young-people-effect- positive-change • April 2014 – A Survivors’ Guide to Hyperlocal Media nesta.org.uk/publications/survivors-guide-hyperlocal-media • June 2013 – Destination Local: Our lessons to date nesta.org.uk/publications/destination-local-our-lessons-date • May 2013 – Local advertising markets & hyperlocal media nesta.org.uk/publications/local-advertising-markets-and-hyperlocal-media • May 2013 - Understanding the Use of Hyperlocal Content Through Consumer Search nesta.org.uk/publications/understanding-use-hyperlocal-content- through-consumer-search • April 2013 - UK Demand for Hyperlocal Media nesta.org.uk/publications/uk- demand-hyperlocal-media • March 2012 – Here & Now: UK hyperlocal media today nesta.org.uk/publications/here-and-now-uk-hyperlocal-media-today
- 3. Important distinction - two types of online local advertising 1. Location–based advertising – online advertising delivered to consumers’ devices based on their geographic location. Estimated to grow to £1.1 billion by 2018 2. Hyperlocal advertising – advertising that targets a specific town, village or postcode area. Estimated to grow to £32m by 2018 • O&O’s research on local advertising markets and hyperlocal media suggests that advertising spend in this area is likely to be relatively small in comparison w/ traditional media Research on local advertising markets, Nesta, May 2013 Hyperlocal challenge: Making it pay
- 4. Hyperlocal challenge: Findability Capturing audience attention • Hyperlocal publishers competing with a range of other online information sources, therefore, being discovered among these requires using the same techniques as other online content owners Understanding the Use of hyperlocal content through consumer search, Nesta, May 2013 Automated sourcing and aggregation of relevant hyperlocal content is also a challenge in so far that there is no tool or application currently doing this in the UK
- 5. The current Destination Local picture - what we’re doing… Four priority areas • Building on our partnership with Innovate UK – Three Destination Local Demonstrators projects nesta.org.uk/blog/destination-local-demonstrators-competition-and-winners-are • Stimulating policy debate – Inc. media plurality, role of search engines, audience metrics, local government (i.e. statutory notices) • Encouraging industry-led research – Action research in audience analytics – Research into revenue streams & business models • Encouraging collaboration between established and new, emerging players – Inc. work with BBC nesta.org.uk/blog/bbc-strengthens-links-local-publishers- positive-step-hyperlocal-media • Encouraging cross-sector collaboration between grassroots arts organisations and hyperlocals in Wales via listings API
- 6. The future hyperlocal media picture… • The greatest impact so far – to attract much-needed public investment into hyperlocal media as an emerging field • In total, Nesta’s investment has helped to bring in more than £3m of additional support from the Welsh Government, Creative Scotland and Innovate UK • Looking beyond April 2016, we’re looking at where the opportunities are for us – collaborating with other strategic organisations – to still support this sector.
- 7. http://www.nesta.org.uk/project/destination-local Kathryn Geels, programme manager, Destination Local Twitter: @girlondon and @nesta_uk Email: kathryn.geels@nesta.org.uk Keep in touch…
Editor's Notes
- What we’ve learnt: 18 months since we completed Phase One, which we partnered with Innovate UK, Welsh Government, Creative Scotland and other industry partners. Mixed traditional grant-funding to a number of innovative hyperlocal media projects with much-needed and ground-breaking primary research into some key aspects of the sector. Some services have flourished and are running as sustainable businesses, with high levels of audience/community engagement. - diversifying their revenue streams. However, most services have found the lack of advertising revenue, especially online, difficult to overcome.
- Big advertisers likely to favour type 1 (technology platforms that can aggregate hyperlocal content based on an understanding of location) and where buying and selling advertising is made easy. Google, Facebook and Twitter are rapidly developing such services.
- Innovate UK – IC tomorrow - We have partnered with IC tomorrow to run an Innovation in Hyperlocal Advertising contest/project. Two awardee tech companies are trialling their solutions with hyperlocal content providers to develop a new, innovative and scalable solution that enables hyperlocal media providers to be at the centre of the local advertising chain and play a pivotal role in regenerating local economies. Collaborative projects - We will be developing a project to encourage collaboration between small, emerging players and larger ones - authentic cross-sector collaborations, i.e. between technology and content providers, or between hyperlocals and organisations from other sectors, i.e. tapping into place-based innovation - to help develop viable business models and reach audiences. BBC - We have also been working with the BBC – particularly their online and regions teams – in regards to the BBC strengthening its commitment to supporting local and hyperlocal media. A working group was formed on the back of the Revival of Local Journalism conference in June at Media City. One of the outcomes so far is that the BBC has agreed to facilitate free training masterclasses on a variety of themes, which the working group has identified to be beneficial to those publishing local and hyperlocal media. The first of these took place on Tuesday 20 January at the BBC in Birmingham. BBC staff, local news editors and hyperlocal publishers attended.
- Collaborative opportunities Research Conference / events / training Policy – BBC charter & Ofcom3rd PSB review – Lottery funding? - How do we measure impact / success? C4CJ – UCLAN – Birmingham City – Westminster – Carnegie - J-Lab (Utrecht)