ROUNDTABLE 2016: HURWITZ

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    21-Jan-2017

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  • Future of Audiences

    Wendy Hurwitz

    VP/Audience Development

    Sightline Media Group

  • Twenty years ago, it was inconceivable to think:

    Telephone lines would deliver TV programs

    Cable lines would deliver phone service

    The $15 billion newspaper classified ad business would die

    Few people would buy music CDs anymore

    Nearly 2/3 of the US population would own a smart phone

    Cell phones would transmit more texts than phone calls

  • Ten years ago, it is inconceivable now to think:

    The most trafficked site on the Internet, beating Google, was MySpace

    YouTube and Facebook were just getting started

    The iPhone and Android hadnt even been invented

  • The online world has changed:

    In mid-2014, social media passed search engines as the biggest driver of

    referral traffic for publishers

    More than 50% of web traffic in US is on mobile devices

    Now theres a larger and more diverse selection of content online

  • Mobile dominates in military and defense:

    Mobile

    14.1 million page views

    5.1 million unique visitors

    Desktop

    8.9 million page views

    2.1 million UVs

  • The online world has changed

    In this new fragmented ecosystem,

    distribution is just as important as the

    publishers core traditional business

    of content creation.

    Adam Singolda, founder and CEO, Taboola

  • Media consumption is fragmented

    Source: Scribble Live, Visually

  • Why would you build for another platform?

    Follow attention of users

    Stay engaged with customers regardless of where they are

    Spend more time elsewhere

    Why not throw everything you have into your website, app and print product?

  • Video audiences are desirable

    People who watch professionally produced Internet video have

    a median household income of $76,300, up 9% from a year ago.

    Younger adults (18-34) are twice as likely as adults 35-plus to

    watch made-for-digital content.

    Source: IAB 2016 Original Digital Video Study, March 1524, 2016

  • Video growth is explosive

    2016 (Jan-Aug)

    2.9 million video views

    8.4 million video impressions

    4.1 million viewed minutes

    2015 (All)

    1.9 million video views

    10.1 million video impressions

    3.4 million viewed minutes

  • Distributed content: Facebook

    119k views

    709 likes

    1,000 shares

    MRE Magic:

    187k views

    750 likes

  • Facebook Livestream test

    29k views

    1,700 likes

    350 shares

    Service Member of the Year

    https://www.facebook.com/MilitaryTimesOnline/videos/10154389800997174/https://www.facebook.com/MilitaryTimesOnline/videos/10154389800997174/

  • Fully Resourced

    Under Resourced

  • Content is more than news

    Distributed content

    Prioritization

    Repurposing

    Extending shelf life

  • Use technology to assist

    CMS and ESP drive personalized, 1:1 content

    CMS largely drives content prioritization

    Email programs are largely automated (news, circ, adv)

    CRM drives large part of advertising sales communications

    VDP drives personalized direct mail

    Geofencing for newsstand (future)

  • Sponsored content

    Industry experts +

    Sponsor =

    Added value

    Revenue stream

    Email collection

    Reinforces our expertise in key

    content areas

    Content repurposed for white

    papers, webcasts, social media

    posts, etc.

  • Sponsored content, locally

    Experts: Staff contacts, HelpaReporter.com (HARO), etc.

    Sponsor targets:

    Targeted businesses that dont want/need standard offerings (ex: chambers of

    commerce, economic development groups, associations)

    Businesses that dont spend enough on standard offerings (e.g., real estate developers,

    financial advisors, attorneys)

    Businesses that want something new

  • Sponsored content, locally

    Most pubs offer breaking news

    updates. Are you selling it?

    Covering a local trade show? Sell

    print, digital & video

    32 videos

    filmed

  • Repurposing: more views, less work

    Email lead gen

    Website content

    LinkedIn posts

    Print article

    E-book

  • Extending shelf life

  • Drive audience growth and revenue opportunities using

    a broader definition of content