building a multi-platform audiencesnpa.static2.adqic.com/static/tim-burke.pdf · optimizly...
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Delivering the right content on the right platform
TIMOTHY D. BURKEThe Palm Beach Post
BUILDING A MULTI-PLATFORM AUDIENCE
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Content Planning, Creation & Curation Content Distribution Content Metrics
Windows App
Web Browser
Tablet App
Google Analytics Chartbeat
OmnitureAdobe Analytics/
Site Catalyst
Comscore Qualtrics
Optimizly Quantcast
Social FlowSmartphone App
CMS(Planning, Content, Photo, Video)
Print(CMS)
Web/Email
Mobile Apps(Native)
ePaper(CMS)
Google AMP
Facebook Instant
Articles
Adobe DTM
Diagram does not depict full Digital ecosystem
Our Multi-Platform World Today
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Pressure on Monetization
91% Of subscribers access national news sources at least once a month.
5Average number of sources subscribers visit in addition to CMG brands.
Source: CMG Engagement Study, March 2016
Pressure on monetization with access to national and free local sources.
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Changes in the News Landscape
4
How it works now, particularly among 18 to 34 year olds (and is quickly defining media patterns across age groups): News is immediately delivered to any available screen
• I learn about it from my mobile device• Social media has become the underlying alert system • Driving Key Outcomes:
– Share it with others / comment / post– Follow a link online to more content– Turn on the TV– Follow a news reporter / brand / anchor
• With news consumption shifting to situational needs, news alerts and notifications are critical to driving the news cycle
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Mobile: News Cycle Never Ends
5
*Facebook outpaces Google as the most used weekly source of mobile news.*
S3_3: How often do you watch or use each of the following sources for any type of news and information?S8: What are some of the different ways you have gotten any type of news or information from each of the following sources in the past week? Q24: How many times during the day do you look at your smartphone for any type of news or information?
**Based on respondents using at least one digital news source in past week
92%Using a smartphone
weekly for news *
84%Using a smartphone
daily for news *
WEEKLY
DIGITAL NEWS
SOURCES ON A
SMARTPHONE(TOP 5) **
49%
34%
27%
24%
21%
* Based on 87% of respondents who are smartphone owners
SOURCE: SMITHGEIGER CMG STUDY, MARCH 2016
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News is Social
6
NewsAlert
“I just saw…”
Comment: “ :) ”
Social initiates the news cycle
Community and crowd sourcing are both content creation and distribution
Engagement is the new currency
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Video Consumption is Proliferating
7
• Linear is giving way to time shifting
LINEAR USAGE VS. TIME SHIFTING
73% Stream video on a smartphone weekly
19% Stream
network TV content on a smartphone weekly
7% Stream
local news on a smartphone weekly
63% Stream a
TV program on a TV
82% Listen to a live radio station weekly
42% Read a newspaper in print weekly
17% Time
shift with a DVR or TiVo
(24% own a DVR or TiVo)
SOURCE: SMITHGEIGER CMG STUDY, MARCH 2016
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Orchestrating the Multi-Platform StoryKey Distribution Means Free websitesPaid websitesPush alertsPrint productsE-mail newslettersSocial media postsePaper
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Very simple, as focus group respondents put it:
“Paid content is what I can’t find anyplace else for free.”
Paid and Free Content Differentiators
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General Content Expectations
Newspaper Expectations Free Website
Expectations
Detail and depth Headlines
Community level content Breaking, up-to-date news
Human interest and feature content
Immediacy
Coupons and inserts Traffic and weather
Events and entertainment Classifieds
Much of the newspaper, but not all
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Summary: Paid vs. Free Website Expectations
Paid Expectations Free Expectations
“Reader’s Experience” “Grazer’s Experience”
Non-Intrusive Advertising Dominant Ads
Completeness Find It, Maybe
Advanced Features Basic Navigation
Premium Content Commodity Content
Special Deals and Coupons Limited Savings
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Free and Paid Digital Personas
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• Buzz Enthusiast – Free• The Diversionist – Free• The Researcher – Free• The Planner – Mostly Free• The News Maverick – Mostly Paid• The Print Style Reader – Paid
Free and Paid Digital Personas
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Or…another way to put today’s Personas…it’s all about me