jack riley: three ways in which content is on the brink of its biggest change yet
TRANSCRIPT
The end of the beginning.
@_JackRiley, The Huffington Post UK
You are here
Source: Kantar/The Guardian
“Blogging has never been easier but getting read has never been harder.”
- Benedict Evans, A16Z
Topics by engaged time per article
Highest
Alexis Tsipras
Greece Debt Crisis
Eurozone
Poverty
Welfare
Refugees
Austerity
EU Referendum
UK Economy
Lowest
Kendall Jenner
Celebrity Big Brother
Shoes
Shopping
Love Island
Miley Cyrus
TOWIE
Orange is the New Black
Emmerdale
The average article on
has 5x more engaged time per reader than the average article on...
Source: Huffingtonpost.co.uk Internal SimpleReach data
Three trends to watch
● Kindle● Subscriptions via Prime (eg
WaPo)
● Instant Articles● Native video
● Rumoured hosted content project
● Google Play Newsstand● Control of Android Play
Store
● Project Lightning● NFL highlights
● MSN hosts content from a variety of publishers
● Apple News● Control of App Store
The Big Six of Distributed Content
Source: App Annie + Flurry (Aug 2015)
Messaging apps
Viber WhatsApp Yo
Apple Watch (projected) iPhone iPadY1 20 5.41 19.48Y2 53 15.76 47.6Y3 92 30.07 73.42Y4 133 57.39 71.09
Projections based on initial shipments and iPhone/iPad trend
(millions of units per quarter, global shipments)
Wearablecontent must be:PersonalRelevantGlanceable
“A notification should exist without the app ever having to exist”
- Noah Chestnut, Buzzfeed News
“Print dollars, digital dimes, mobile cents, wearable… ?”
The news consumer of 2018- Reads and watches content from a wide variety of publishers day-
to-day via distributed content baked into their messaging and entertainment platforms, without visiting their websites.
- Has direct relationships with a small number of publishers, primarily via mobile apps and messaging subscriptions
- Experiences breaking news and recommendations through the day as a hyper-personalised, contextually-aware alerts service, delivered via wearable devices.
- Considers individual journalists to be as important as news brands, thanks to the access social media has given to them.
The publisher of 2018- Web audience has shrunk, caused by distributed content and
service integrations.
- Benefits from 3rd party audience-based and programmatic monetisation via large consumer and ad tech companies, both on distributed and owned channels
- Focuses content creation around audience data, programming a mixture of automated and curated alerts and longer, targeted features.
- New platform distribution on wearables and VR with OS-level approval
