Beyond digital editions: New mobile opportunities for content owners
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Michael Kowalski @micycle
Contentment
3 ways mobile is creating new opportunities for content owners beyond digital editions
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Padify is our award winning platform for creating apps, adverts, and digital magazines
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A mixed bag of customers
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Our sweet spot
Practical workflow
Creative freedom
Mobile friendly
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But that’s mere technology Let’s talk about products and opportunities
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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
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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
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1. Long form advertising 2. Continuous publishing 3. Utility apps
3 specific ways that this shift creates new opportunities for content owners
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#1 Long form advertising
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Let’s get it onEach 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
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One dayWe will all be cyborgs
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Greater intimacy = greater risk of intrusionCrossing “the creepy line”
Interruption
A well targeted ad would be more intrusive in this context
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Instructions for useThe early days
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How people read content on devicesExplore
Engage
Standard practice has emerged
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Full screen ads aren’t intrusiveIn explore mode, can just swipe on by
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You have an incredible canvas “below the fold”
But if you can trigger engagement
Beginning
Middle
End
Story arc
{{{
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Visual storytelling
Use visual techniques like typography, video fill, animation & parallax to give the story pace, signal changes of topic, and support “grazing”
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Mobile advertising will growBig mismatch between attention and advertising spend must correct
Klei
ner P
erki
ns “I
nter
net T
rend
s 20
14”
10%
20%
30%
40%
50%
Print Radio TV Internet Mobile
Time spent Ad spend
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#2 Continuous publishing
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The bird app du jourHow can content compete with birds?
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Connecting people with content they care aboutA fair fight?
Antoine Robiez
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What happens when I push this button?
My Content
?
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“Wow, a shop full of back issues…”Mostly this:
FILM MAGAZINE
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Typical monthly digital edition publication cycle
100%
Publication day
0%Rest of the
month
Chance of finding
something fresh
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Publishing more frequently improves enagement
Chance of finding
something fresh
Same content, released in weekly chunks
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Continuous publishing
Minor updates at frequent intervals
Chance of finding
something fresh
The logical next step
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EVOMoved to continuous model, updated 3 or 4 times a week.Sessions more than doubled to 250k+ per month.
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This is about transitioning to a content serviceOn demand and always on. Which is how people interact with their devices.
24/7
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#3 Utility apps
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“People like apps”
Bene
dict
Eva
ns “M
obile
is e
atin
g th
e w
orld
”
Stated cumulative app downloads
iOS Android
2009
75 billion
zero
2014
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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”
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Identify different use cases – and deliver separate utility apps
Learning
News & events
Shopping
Entertainment
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Commerce at the point of utilityNew monetisation opportunities: • Granular in-app purchase • Content as a “consumable” • Content tethered to location
with iBeacons£
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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