Tech Talk: Apple News, Facebook Instant Articles, Google AMP
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The third in a series of Tech Talks for publishers exploring developments in social and media channels, held at the PPA on Tue 10th November
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Tech Talk: Apple News, Facebook Instant Articles, Google AMP
- 1. PPA Tech Talk Apple News | Facebook instant articles | Google AMP Update and shared knowledge #TechTalks@pagelizard bit.ly/applenewsppa
- 2. Agenda #TechTalks@pagelizard • Overview • Apple news • Facebook instant articles • Google AMP • Discover, Pinterest & others • The Advertising perspective • Considerations • Open forum
- 3. Apple News app #TechTalks@pagelizard Pre installed on all iOS 9 devices English only at launch - USA - UK - Aus Brings together news, magazines and blog articles Anybody can publish - with Apple approval Free distribution of content RSS feed at start Apple news format later for styled adaptive content Ads through RSS or iAD Content available to all News users
- 4. Update #TechTalks@pagelizard iOS 9 launched 26th Oct in UK Bugs lead to rapid point update Apple News App on all USA & UK installs 50%+ updated devices in first month UK content already provided by some Ads in News cannot be blocked
- 5. News publisher #TechTalks@pagelizard Apples CMS Manage your RSS feeds Create branded channels, sections and topics Up to 25 sections per channel Sections can take multiple feeds Text based logo required New format Author once and automatically format for all screens Enables formated layouts Allows style typography Photo galleries, videos and animations
- 6. Advertising #TechTalks@pagelizard Monetise Apple news feeds through iAd 100% if publisher sells in articles or channels 70% if iAd sells for you RSS ads are not monetised in Apple News format Ads must conform to iAD specifications iAd producer enables rich formats iAd workbench enables Ad campaigns Broad range of AD types banners, video, native etc.
- 7. Mac World poll #TechTalks@pagelizard Negative 32% Positive 54% Not installed 14%
- 8. Facebook's Instant Articles #TechTalks@pagelizard Launched on iPhone app on 20 October ‘Lightning bolt’ on articles = Instant Article Loads 10x faster than standard mobile web article Interactive reading experience Currently only available from select group of publishers https://instantarticles.fb.com/
- 10. Facebook's ‘Notify’ #TechTalks@pagelizard Built following ‘positive response’ to IA Launching next week in US Stand-alone app from Facebook Could be ‘app version of Instant Articles’ Users will subscribe to publisher ‘stations’ Initial partners for IA are also partners for Notify Notifications about content from leading publishers Share integrated to Facebook ‘Paper’ launched earlier hasn’t been successful
- 13. Google AMP #TechTalks@pagelizard Seamless, simplified publishing Mobile first approach An architectural framework built for speed 15% - 85% speed increases Hosted caches through Google & others AMP HTML part of the open web Launched 7th October Content, spec and files on GitHub Open to all through open source Search results will be affected Demo http://insidesearch.blogspot.com/2015/10/accelerated-mobile-pages-in-search.html Overview
- 14. Google AMP #TechTalks@pagelizard Publishers control their AD inventory Comprehensive range of AD formats Core objective to support subscriptions & paywalls AD analytics very limited currently - to integrate 3rd parties Google Analytics, Adobe Analytics, Chartbeat and parse.ly AD Networks currently Twitter, A9, AdReactor, AdSense, AdTech, DoubleClick Advertising
- 18. The advertising perspective #TechTalks@pagelizard Tom Beckenham CEO - Founder of Specle
- 19. Where’s it all heading...? #TechTalks@pagelizard West coast technology companies increasingly owning the channels through which content can be marketed Publishers’ website content is what actually gets displayed. Is this the best of their output? The acceleration in instant news means news organisations have to re-think how the write and display stories in their (print) editions.
- 20. www.pagelizard.com info@pagelizard.com (+44) 0207 183 3690 @pagelizard Questions to be considered Round table discussion Go here for presentation and follow up bit.ly/applenewsppa
Editor's Notes
- Overview - Sean Apple news - Sean Facebook instant articles - Esther Google AMP - Sean Discover, Pinterest & others - Esther The Advertising perspective - Tom Considerations - Graham Open forum - All
- UK launches typically run about 4 weeks behind USA 50% equals over 500 million devices - Android currently 21% update over 12 months. sharing a story is validated at .news and either displays in News or wen page.
- Quick look not for me 10% Have better news app already 15% Stuck in don’t want but cant delete folder 7% Negatives = 32% I use from time to time 14% Like it use it quite often 29% Brilliant use all time 11% Positives = 54% I haven’t got it 14%
- Why AMP matters
- to improve the entire mobile content ecosystem for everyone It is meant to simplify cumbersome HTML, CSS and JavaScript elements, resulting in a stripped down page that only includes the most vital content (text, images, videos, and of course, site ads). Websites that opt into this framework benefit from speed improvements since the content templates share common elements and components, leading to a 15 to 85% performance improvement, according to Google. Google cites a 29% drop off when mobile users reach a site/app that’s either too slow or that doesn’t provide the right information up front. And the AMP site quotes a 58% drop off for pages that take 10 seconds to load. AMP will push down organic search, though paid for may be excluded from push down
- to improve the entire mobile content ecosystem for everyone
- Video showing how AMP should work on mobile
- Quotes from publishers Phil - Premium content for mobile Tony - greater experience for consumer and advertiser Kinsey - mobile increasingly important Michael - Thrilled to be working with google for better mobile web
- Tom