WHAT IS THE MEDIA IN 2013?
April 2013
#SCOTMEDIA
©WEBER SHANDWICK 2012 All rights reserved
#scotmedia
ONLINE THE FUTURE BUT TV FAR FROM DEAD
Mainstream Western Print in (terminal?) decline (but £2.5bn forecast spend for 2013)
TV stable (£3.5bn forecast spend for 2013)
Online in strong growth (£6bn forecast spend for 2013)
SOURCE: MediaEdgeCIA 2012 media report
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BUT ALTERNATIVE VIEWING IS THE FUTURE
Shows reaching 10% or more of audience a rarity
60% of UK adults watch on-demand video monthly(4hpm)
12-17yo watch least traditional & 18-24s watch most online
50% of 3h US viewing time lost was accounted for by time-shifted TV
In Chinese homes with WiFi, PC video viewing leads TV by 12 hours to 9
SOURCE: MediaEdgeCIA 2012 media report
Shows like Game of Thrones downloaded 1million times per week
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2012 WAS A TIPPING POINT YEAR FOR DIGITAL
100,000,000,000 apps downloaded
1,000,000,000 facebook users
1,000,000,000 smartphones sold
1,000,000,000 mobile broadband subs
Mobile search > desktop search
SOURCE: MediaEdgeCIA 2012 media report
LEARNINGS FROM THE US
PRODUCTION IS HIGHLY DIMENSIONALISED• Stand-alone, text-based article is
dying. • Digital content played a role in
two-thirds of Pulitzer winners in 2012.
• Media companies delivering multi-platform, multi-format storytelling
• Media today is social by design.
Trend #1
THE NEW YORK TIMES: A LEADER IN MULTIMEDIA NEWS PRODUCTION
The New York Times is digitally-minded, with interactive elements, video, and photo slideshows embedded across its wide range of topics. Beyond innovating formats, Facebook integration allows readers to sign into nytimes.com via their accounts to see what articles their friends are “recommending” and sharing.
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A PAYWALL WALLS BUT DOES IT PAY?
US audience dropped 10-15%
International audience dropped 5-10%
Now has 668,000 digital subscribers – 13% rise
Circulation revenue larger than ad revenue
40million global unique visitors
SOURCE: MediaEdgeCIA 2012 media report
EDITORIAL IS NOW DEMOCRATISED
• Need to deliver a wealth of content in a non-stop news cycle
• Need to drive page views for ad revenue
• Media companies have opened up their ranks to guest expert authors
• Increase depth and breadth of coverage.
Trend #2
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Forbes features expert contributors to broaden and deepen content across a range of topics. Contributor points-of-view run side-by-side with journalist-written pieces. Forbes benefits from networks of industry leaders and celebrity authors—and has seen its page views rise and coverage spread dramatically through social network distribution.
FORBES: A LEADER IN EXPERT-DRIVEN BUSINESS EDITORIAL
“BEATS” HAVE BECOME HIGHLY SPECIALISED (AGAIN)
• Media are not only broadening coverage, they’re going deeper.
• While traditional media carries finite space that demands professional editing, online media knows no boundaries, beyond the editorial agenda brought to readers.
Trend #3
EXPERIENCE IS HIGHLY PERSONALISED• The front page is no longer the
same for everyone. • Or any page for that matter. • Publications have infused their
online properties with intelligence that delivers highly unique content based on past behaviors.
• Consumers now expect that each time they return, they’ll be served up content tailored to their specific needs.
Trend #4
SOURCING IS MORE SOCIALISED
• Media companies now utilise social media monitoring to listen in on real-time conversations
• Take advantage of up-to-the-minute trends—and provide content that matters to their readership.
• Nine in ten journalists claim to have investigated an issue further due to information sourced from social media.
Trend #5
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ASSOCIATED PRESS: REORGANIZING THE NEWSROOM AROUND SOCIALThe AP has set the precedent for sourcing content from social media – encouraging reporters to research stories, source content, and incorporate socially generated commentary and sentiment in the news. In addition, the AP uses social media monitoring tools to track trends in online discussions to better understand how to deliver the most salient, relevant and in-demand content.
“Social media allows us to go to the public for news tips, eyewitness accounts, amateur videos. It’s a tool that makes journalism better if you know how to use it.”
Eric CarvinSocial Media EditorThe Associated Press
FURTHER INTO THE FUTURE – 6 CERTAINTIES
SOURCE: Media Guardian Changing Media Summit 2012
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1. The Age of the Digital Gatekeeper
Online paid-for video services predicted to quadruple by 2020
64% of industry experts see this as biggest threat to traditional model
Traditional broadcasters increasingly threatened by online pretenders
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2. Brands as Broadcasters
60% of media industry experts predict that a
major tech company will acquire package of live rights to premiership
football
…and 39% of UK consumers think that some brands could do a better job at content than existing TV channels.
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3. Content – the new Precious Metal
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4. Brands own, publish and share their content
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5. We’re all the Daily Mail now
Ad clicking model still highly simplistic in UK/Scottish press
Content increasingly geared towards being easy to share/tweet and in small chunksThe return of bullet points as a way of getting information across
Last out the digital door to become world’s biggest online newspaper
Has achieved profit through one simple mechanism: content
Everyone is chasing traffic and SEO
Content more geared towards pushing emotional buttons - linkbait
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6. Targeting the Second Screen
Rising trend in concurrent use of devices whilst watching television
86% of smart device owners are dual-screening – a viewer-driven phenomenon
Rise of app-based companion experiences directly controlled by the broadcaster
CONTENT INTERACTION
APPS
REMOTE CONTROL
APPS
REMOTE CONSUMPTION
APPS
REMOTE MANAGEMENT
APPS
APP-BASED VALUE-
ADD
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And the third screens
The rise of Google Glass
Windscreen HUDs on the rise as cars take apps