Cooperate, do business with, get together, hook up, interface, join forces, boost projects, co-create, team up, work with partners, co- produce, generate economy of scale, attract new talents, create synergies, reduce risk… NEWS MEDIA TRENDS STAY AHEAD
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News media trends ( norwegian association visting wan ifra, paris april 2016)
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Cooperate, do business with, get together, hook up, interface, join forces, boost projects, co-create, team up, work with partners, co-produce, generate economy of scale, attract new talents, create synergies, reduce risk…
NEWS MEDIA TRENDS
STAY AHEAD
WHOWE ARE
leads the global conversation that matters for the future of an independent free press
WAN-IFRA knowledge hub
ABOUTBUSINESS
MODELS
TECHNOLOGY INNOVATIONS
ANDREGULATION
WHATWE DO
WAN-IFRA brings the industrya unique blend of experienwce and ingenuity; vision and research; challenges and opportunities. Few of our members are giants of the industry, but WAN-IFRA provides themwith a platform - it is the shoulders of our industry.
4 main service offerings
Support and coordination to
innovation and business
development
Filter and deliver critical
business newsstrategic market
insights
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knowledge sharingplatforms
Campaign and advocate for
press freedom, fair Global Internet
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WAN-IFRA CONSOLIDATED OFFERING 1/3
KEY MISSIONS
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COMMERCIALACTIVITIES OFFERED TO MEMBERS
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INNOVATION BUSINESS DEV
Support and Coordinatiion to Research and Innovation
Media Development
NOT FOR PROFIT MISSION DRIVEN ACTIVITIES
Global, Regionaland topicaleventsAwards, Best practices, benchmarking
Social-native, including Facebook News Feed ads and promoted tweets on Twitter, will draw a majority of native ad revenue between 2013 and 2018.Native ads perform better than traditional display. This is particularly true on mobile and small screensDesktop native click-through rates (CTRs) averaged a respectable 0.15%, while native-mobile ads had CTRs over 1%, according to recent data from Polar Media Group and Celtra, respectively.
Exclusive, premium value not a commodity
Native Advertising
It fits better with newsIf most people come a news site to learn and be entertained, then brands can better reach them with sponsored content that also educates and entertains, rather than a display ad trying to sell a product.
It solves the modern problems of brandsBrand publishing 1.0 was about companies learning to create their own websites and publish content there. They got good at it, but also realized that no one finds it.
Brand publishing 2.0 is now about working with mainstream publishers to craft and distribute the brand messages where the people are.
Native Advertising
Native Advertising
Native Advertising THE MOST POPUMAR WAY TO BADGE NATIVE AD
Our job is to get our readers to come back so often and read so much that they have to pay. Out of convenience the cost is too high to search for the same content on other sites
Paid Content
üAim to be No1 in your market – first choice if something happensüBreaking news - local and important national news.üAlways answering the two questions: Has anything of importance happened in my
community? What is the talk of the town today?ü Fast and quick – often live reportingü Starting early in the morning especially for mobile siteüAlways tell why the users have to come back – “We will report this at XX pmü “Passion topics” – areas where the news site is dominating the market and attract
readersüVideo reporting – often liveüDominating social media on local news üPush mobile notificationsüMobile personalisation - help your readers follow content of special interestü Special sticky featuresüColumnists and profiled reporters that stand out on important local issuesü To find ways of helping your readers in their daily life
Paid Content
One level of subscription is not enough in the long run
• Level 1: Basic training around teaching journalists how to edit, upload and get the video out.
• Level 2: A reporter who can use a good camera but needs support to edit and upload. So two people involved.
• Level 3: A fully functional video journalist who can do everything on their own.
Source:SteveElfers
Online Video
Programmatic
Programmatic: Process of buying and selling ads in an automated fashion.68% of local publishers participate in some form of programmatic selling
76% of brand marketers consider programmatic buying an important development in the mobile ad space
Local media programmatic CPMs are less than half of local advertising that is sold directly from traditional sales executives -- but long-term programmatic has a bright future.
The main upside: Increasing overall revenue and greater access to quality advertisers streamline ad operations, better value for customers, and cost savings
Source: Borrell
Programmatic
programmatic transactions reached
$21 bn in 2014
Source: Magna Global 2015
programmatic transactions reached
20% of all online display in 2014
http://www.iab.net/programmatic
programmatic advertising 2014% share of programmatic in digital display advertising
The more aggressive advertising and ad tech companies became, the lower readers’ tolerance became
If ads continue to obscure content, slow websites, pry into data and break the audience’s trust with publishers, then a big tech like Facebook or Apple will have the opportunity to step in and set the rules
Esports Audience Growth(Mio)For 2012, 2014, and 2017
Esports Revenue Growth ($ Mio)For 2012, 2014, and 2017
CAGR 2012-2017
+20%
Game publisher investment, sponsorships, online advertising, merchandising, licensing, tickets
CAGR2012-2017
+29%
Source NewsZoo
Blockchains are going to hit the media industryhard, just like the Internetcreatives will undercut the lock on distribution and payments that media companies have on contentdistribution and payment, can betaken away from centralizedintermediaries.
news producers can make the process of obtaining and payingfor content, seamless
« In regard to the newspaper press, it will experience to a degree, that must in a vast number of cases be fatal, the effects of the new mode of circulating intelligence »
Source: General Electric – international survey of 1000 top business executives in 12 countries – 2012
#6 Focus on impact, not solutionMove beyond the comfort zone
New Frontiers
New ProductsNew Markets
Existing(Core)
incubation
or want to know more about our programmes
NEEDASSISTANCEwan-ifra.org/membership
MEMBER SERVICE DESKFor more information, or to join,go to wan-ifra.org/membership,
or contact Margaret Bostanian on [email protected] +49 69 2400 63 288
If you are an association or a trade body, contact Elena Perotti, Executive DirectorPublic Affairs and Media Policy, Paris, Franceon [email protected] +33 1 47 42 85 38