Digital News - coris.uniroma1.it News_19 ottobre.pdfCortana, and Google Assistant and Apple Home Pod...
Transcript of Digital News - coris.uniroma1.it News_19 ottobre.pdfCortana, and Google Assistant and Apple Home Pod...
19 OTTOBRE 2018
Corso di Digital Marketing
Digital News
1
Qual è la definizione di"Digital News"?
2
Perchè ilconcetto di "Digital News"sta diventandocosì rilevante?
3
Quanti di voi hanno compratoun giornale in edicola?
Quanti di voi hanno scelto di guardare un telegiornale in TV?
4
Quanti di voi invece….
…accedono alle notizieattraverso i Social?
…guardano notizie video online su device mobili?
…navigano con regolaritàsu un portali di notizie?
5
L'evoluzione delle abitudinidel pubblico
6
Il consumo di media cresce trainato da Internet, che sta progressivamente sostituendo la stampa
1. Riferito a media di consumo europea – maggiori economie 2. Fonte: Zenith; analisi BCG
16%
2014
16%
2016 2017
656
4%
19%
652
4%
34%
28%
2015
16%
33%
29%
659
33%
5%
37%
596
18%
27%
2013
15%
25%
614
36%
17%
599
27%
5%
2012
36%
17%
4%
16%
15%
29%
18%18%
3%
Internet
Radio
Stampa
TV Altro
Tempo medio giornaliero di utilizzo media1 (minuti)
CAGR 12-17
+8.2%
+2.8%
-5.0%
+0.2%
7
Il publishing sector è in declino in tutte le componentinon digitaliNewspapers Consumer magazines
Decreasing circulation and readership in developed countriesVertical development is sustaining digital advertising growth in magazines
Source: Ovum; PwC; IFPI; Statista; BCG analysis
62 60 55
6857
44
13
510
3
2010
1291
2015
136
Circ. Print - 1%
- 1%
Adv Dig + 10%
Adv Print - 4%
Circu. Digital+ 30%119
7
2020
4333 29
26
26
20
14
7
69
2010
71
31 1
4
2015
Adv Print - 3%
Circu. Digital+ 16%
- 1%
Circ. Print - 4%
2020
Adv Dig + 25%
66
Global market (B$) Global market (B$)
8
Gli utenti accedono alle news diverse volte al giorno, da diversi device ed in diversi luoghi62% of readers access news 1–5 times daily 36% readers use > 1 devices to access news
18
44
Daily Briefers
News Lovers
Frequency of access
38 Casual users
Interest in NewsAccess > 5 times/day
Access 1–5 times/day
100
22
56
58
% using device
36
Tablet TotalMultiple
devices
SmartphoneComputer
1. N – Newsletter T/T- TV & Tablets; M—Mobile; C-Computer
Source: Reuters Digital News Report 2016; Reuters Digital News Report 2017
In the past …Longer and infrequent
news reading times
Today …Shorter and frequent
news reading times
N N N
T/T N M M M MMM MMC C M N T/T M
Frequency and duration of news reading1 over a day
Access < 1 day
9
Informazione sempre più cross-mediale con unapreferenza per la televisione
Quoti
dia
ni
0,6
Radio
0,4
Inte
rnet
Tv
7,7
2,2
8,6
4,5Tv+In
tern
et
Tv+Radio
Inte
rnet+
Quoti
dia
ni
0,5 0,5TV+Q
uoti
dia
ni
3,7
Radio
+In
tern
et
Radio
+Q
uoti
dia
ni
0,1
Radio
+In
tern
et+
Quoti
dia
ni
Tv+In
tern
et+
Quoti
dia
ni
7,7
10,6
Tv+Radio
+In
tern
et
Tv+Radio
+Q
uoti
dia
ni
5,7
0,3
Fonte: Rapporto sul consumo di informazione 2018, AGCOM. Analisi BCG
Combinazione di media con
cui ai cittadini capita di
informarsi (2017; %
popolazione)
1 mezzo 10,9
2 mezzi17,9
3 mezzi24,3
4 mezzi41,8
10
I Millennials utilizzano sempre di più i social media come piattaforma per contenuti news
Note: questionario realizzato su popolazione UK
Fonte: Reuters, analisi BCG
56
1719
24
1276
8
43
14
Radio news programmes or bulletins
TVWebsites/apps of TV and Radio companies
PrintedSocial mediaWebsites/apps of Newspapers
29
Millenials / Generazione Z (<35 anni) >35 anni
Principale piattaforma di fruizione di news 2017 (%)
3xUtilizzo dei social media
come canale preferenziale
da parte dei millenials vs
restante popolazione
11
Il panorama competitive della Stampa è statorivoluzionato dall'ingresso di aziende “digital-first”
Traditional (Print + Digital) Digital Only Digital News Aggregators
Crowd-sourced digital news
Traditional print companies are experimenting to stay relevant in digital dominant world
12
La sfida delle digital-news: costruire una "new house"
Today
Integrated
Print and Digital
Old world
Large Print Business
Digital Subsidised by Print
The new house
Sustainable Stand-Alone
Digital Business
Profitable Print Product
13
All-News o "Whole-News" digitale? Spot the difference!
14
Multi-media publishing
15
Summary: Multi-media publishing
Proliferation of new formats in digital, a truly “multi media”
experience
Video is an important format and many players have built large
teams and in-house capabilities
• Leverage automation for achieving scale and lower costs
• Explore “non traditional” monetization models to make video
investments ROI positive
Emerging formats as audio and the use of virtual reality are gaining
market share quickly
• Key drivers are smart speakers as Amazon Echo/Alexa, MS
Cortana, and Google Assistant and Apple Home Pod
Text is still a dominant format for news consumption
• 71% of users still prefer mostly text to catch up on news
• Publishers should leverage existing text content to build out
conversational content, deploy on virtual assistants/IoT
16
Proliferation of formats (1/2)
Brief (~ 50–60 words) Short (300–500 words) Long (1,000+ words)
Infographics
Tables (~ 50–60 words)
Graphs and Charts GIFs Photo Gallery
Podcasts Virtual news assistantsLive audio
Vertical video Live streamingShort video Documentary style video
Audio Clips
Text
Image
Audio
Video
17
Proliferation of formats (2/2)
Chats curated by editorial teams
High end VR (supported by VR devices)
Chat bots on messaging apps
360 Video (for desktop, mobile)
QR code Scan and Search 3D reality via smartphone
Conversational
Virtual Reality
Augmented Reality
18
Key trends: Shorter articles, greater visualization and devicebased customization
523
-57%
Internet
1,229
Length of a typical front-page article1
(number of words)
On the Internet, you don’t need to write long articles. You have videos or documents, so you can create links andyou don’t have to tell everything inyour article
Johan Hufnagel, Founder of Slate.fr
26% higher clicks on mobile
Shorter articles Pictures and videos Device customized content
1. Le Monde’s front page article, printed and online, on a same date and same topic
Source: Corporate Websites; Expert interviews; Press search; BCG analysis
Desktop
specific
headlines
Infographics,
graphs and
analytical
maps
Mobile specific
headlines
BBC News has
specific “In
Pictures” and
“Video”
sections
19
New York Times politics coverage is a mix of text, video, podcasts and chatbot
Video for
interviews,
political
statements
Chatbot for updates
during elections
Podcasts for
interview series
Text for policy updates
20
Telegraph’s lifestyle coverage is a mix of images, text and video
Recipes in text
and images
Photo galleries for
latest fashion
Videos for special series
21
Centralità dei video
22
Online news video consumption is growing rapidly
17 16 16 1510
3327
2217
2216
+60%
+47%
+59%
Japan
+6%
+10%
+38%
USA
30
GermanyUKSpain France
2014 2016
1 0
1
1 11
3
Online News
(Text formatted)
+27%
Digital AudioMobile and
Web Video
+42%
OTT Video
+35%
+17%2
Source: PQM Research; Reuters Digital News Report 2016
Video is the fastest growing format … … and is driving news consumption across markets
Average Hours/week spent (global) % Readers consuming online video news
23
Videos generating higher engagement for publishersFacebook video engagements as % of total
Source: Newswhip
22
32
34
43
46
54
62
75
37
(%)
The Guardian
National Geographic20
16
28
BBC News25
Fox News
CNN
12Vox
NBC News
50Mic.com
37
October 2016 January 2016
How much do engagements on
Facebook videos contribute to Publishers’ overall monthly totals?
24
In response, many publishers have created large in-house video teams
Publication
Number of people working
on online news video
Number of videos
produced daily Off-site focus Main strategies
Telegraph 7/8 producers, editors plus a
features/brand team
30 news pieces + bespoke
series
Facebook video News focus + lifestyle
content for advertisers
Guardian 30 working across video and
audio
20 news pieces + features Facebook
experiments,
YouTube
News + distinctive
features
Wall Street Journal 45–50, but varies on the time
of the year
30–40 on average Facebook + Snapchat
Discover channel
Short-form video
News + explainers
Washington Post 40 producers embedded on
reporting desks around the
world
50 videos Facebook focus Customising stories
for different
platforms
Die Welt (N24) 20 producers and editors split
across the two brands
At least 70 videos Facebook focus News focus,
reusing N24
content
The Economist 15 people with video
experience
Less than one a
day but more when
Espresso TV
launches
Facebook and
YouTube
Quality content with
distinctive tone
The Independent Ten video specialists, central
team of five to work on bigger
projects (planning to double)
~ 250 per month Facebook International and foreign
reporting, mini-
documentaries
Source: Reuters Future of Online news Video 2016
25
The Economist is using Facebook live video as an awareness tool
Source: Digiday; press; https://www.facebook.com/TheEconomist; June 2016
Experimenting with Facebook Live
lead to
• Lots of internal discussions about
the balance of being scrappy or
being slick without being a high
quality TV broadcaster
• Do you have the hardware and
the skills
• Lane Green straight started the
Q&A whether Internet is killing
language as we know it
• In April live video was too big
to ignore
• The Economist film division
combined with the editorial team
Now The Economist has a team of
• 15 people with video experience
• Launched very successful Brexit
Q&A sessions of 30 min each
Reach and interaction
• 45,000 average views
• Peaking at 2,000 at any one time
• Around 500 comments
• 10 times the interactions that
links to articles
• Due to facebook’s prioritizing
video in newsfeed
Goal is to grow and reach
more audience
• Til August staff shall grow to
18 FTE
• US is The Economist’s key market
but only 50 percent of people have
heard of the publisher
• Video is used as an awareness tool
Future format uncertain
• Series versus scheduled versus
ad hoc
January to April 2016 June 2016 After June 23rd
26
Washington Post aims to become a one stop video destination
Two–fold video strategy
• To chalk out videos that complement content strategy
• To create videos that gain prominence on social media channels
40
65
60
35
% o
f orig
inal a
nd a
ggre
gate
conte
nt
PlannedCurrent
Original ContentAggregated content
• Users are much more passive, and are on that site for diverse and an
unspecified range of content
• Thus, content on Facebook has to be designed to appeal to new users and
become viral
• Minimal requirements on attention span
YouTube
• users are on YouTube exclusively to watch video
• It can show longer videos that require greater attention span
• Greater engagement with the content.
OTT strategy
• Video destination on OTT services such as Apple TV, Roku, and Fire TV
• Has hired video personalities, to produce longer and scripted videos
• Studio quality
Source: Press Research
Want to create most of the video content in-house Different strategy for different platforms
Put editorial package around it, adding reporting, annotations, and other elements to make aggregated
videos original
27
However video production is expensive and the returns are unclear …
Source: Press Research
Time • Pre-production planning• Scripting• Location scouting• Shooting• Special effects and editing
Talent• Experience• Expertise
Tools• High-end camera verses mobile• Professional lighting kit• Sophisticated cost-production motion graphics • Animation
Drivers of video product costs Video product costsSemi-Pro
• Some experience or training of using sophisticated tools (editing software, prosumer camera)
• Low time commitment• Cost for 1–2 minute video—$1,500–$3,000
Professional • Professional team using professional tools • Average level of time• Cost for 1–2 Minute Video—$5,000–$20,000
Premium• Top-level talent, high-end tools (such as motion
graphics, high-end cameras, a studio)• More time engagement• Cost for 1-2 Minute Video—$25,000–$50,000
For a professional 1–2 video to breakeven ($10–$30 on
YouTube/ad impression) it needs 17K–200K impressions
28
Potential solution: Leverage automation to scale video operations
Automation works well for the following
types of video …
Format 1
Short form videos
Content for social media
Supplement to news articles
Create videos in less than five minutes
Publish—on different platforms and get video analytics
Analyze text—script or a traditional news article
Edit and Fine Tune—Customize videos with themes, branding, size, text editing, etc.
Find visuals—images or video clips to go with the text from sources like AP, Reuters, Getty Images
Add voiceovers—sourced from third party or computerized voice
Clients
29
Potential solution: Explore levers beyond advertising to make video content economically attractive
Business Model Cost Reduction Levers Monetization levers
Advertising Focus
(More aggregated
content)
• Content aggregation
– User generated content
– Syndicated videos
• Automation to create large scale short-
form video
• Advertising
– Branded content
– Programmatic Ads
Dual Focus
(More original content)
• Automation for short-form videos that
complement news articles
• Co-production of long form content with
OTT players like Amazon Prime, Netflix
• Subscription
– Standalone products
– Bundle video offering with existing
news packages
• Licensing
– Long-form content to OTT
– Syndication deals for short-form
content
• Advertising
– Branded content
– Programmatic Ads
Invest in video
management
platforms for
placement
and demand
optimization
Format 1
30
L'approccio alla costruzione di un portale "whole-digital"
31
Implications across the two newsrooms
Established formats are important-Video, Images and Text
Experiment with new formats-VR,
AR, Virtual Assistants, Chatbots
Format Choice
Monetization Programmatic Ads and Branded Content
Subscriptions, bundling,
licensing for original content
Capabilities Partnerships and network of contributors for aggregating video, breaking news …
Selective in-house
video production capabilities
Dual Focus Advertising Focus
32
Ad—Focused must create long tail via aggregation, dual focus newsrooms need to build in—House depth
Advertising Focus Dual Focus
In-house Out-source Aggregation Key success driver In-house Out–source Aggregation Key success driver
Text Long tail Distinctive Tone
Image Images to catch eyeballsExclusivity
Data visualization
AudioCommentary on genres
like sportsExclusive podcasts, experiment with IoT
VideoLong tail, production quality less important
Exclusivity,Production Value
Conversational Technology Technology
Virtual Reality Cost Technology
Augmented Reality Still emerging Still emerging
Strong Focus Moderate Focus Experimenting
33
Text and video important for all, plus selective focus depending on underlying revenue model
Advertising Focus Application Dual Focus Application
Text Curation DistinctTone
Image Picturegalleries
Graphs, Charts
Audio Special interest
TopicalPodcasts
Video Shortform, viral
Long form, exclusive
Conversational Topics like sport, gifs
Curatednews via apps
Virtual Reality - Special Features
Augmented Reality
- Early Phase
Important
across
spectrum
Dual focus
players are
testing
actively
Moderate Focus ExperimentingStrong Focus
34
I pilastri della newsroom digitale
35
Digital news require new capabilities
Newsroom of
the future 24 × 7 Operations
Faster Content Creation
Editorial Analytics Data Visualization
Multi-pronged sourcing Personalization
Innovation
Product Development
Multi-media Production
Branded Content
36
The pace of editorial workflows and publishing is changing to meet consumer needs
Immediate responsive-
ness to events
Pace aligned to consumer context
Live on
the event
Wire story
on a plane crash
Refresh to an old article
on low-cost airlines
Mobilization of an
aviation expert
Publishing is changing with digital in two ways
7 am 12 h 18 h 22 h
Morning reading peak
Publication of new
articles
Noon reading peak
New front page, new
articles
Evening reading peak
Publication of new
articles
Correction and
improvement of
existing articles
Mobilize own resources/contributor network
37
SLOW Journalism
Beyond the standard article: Wide range of story formats/styles can beapplied to news as it develops
18. Explainers
19. Focus pages
20. Deep interviews
21. Photo essays
22. Enterprise reporting
23. Context
24. Advice
25. Reviews
26. Long term views
27. Data analysis …
10. Backgrounders
11. First images
12. First videos
13. First info-graphics
14. Chronologies
15. Livestreams
16. Podcasts
17. Briefings …
1. Breaking news2. Flashes
3. Follow-ups
4. Maps
5. Reactions
6. Instant analysis
7. Social media feedback
8. Audience comments
9. Spot interviews …
28. Mega info-graphics
29. Profiles
30. What’s next stories
31. News behind the news
32. How this will affect you?
33. In-depth investigative
reporting
Mobile Newspaper
Source: WAN-ifra
Must adapt both roles of editorial staff and newsroom processes to cater to multiplicity of story styles
FAST Journalism
38
Financial Times launched fastFT with emphasis on speed and context
• Breaking news but with an informed context
• Focus on brevity—article length 200-450 words
fasFT landing page on Financial Times website
fasFT ticker on Financial Time’s homepage
39
Publishers moving to multiple briefings/edit huddles for quick updates
The morning briefing includes
• 5–6 brief stories (70–150 words)
• Various sections—Business, Noteworthy Smarter Living, Weekend (on Monday), and Back Story
The evening briefing includes
• Top 10 stories of the day
The briefing includes
• Top story of 200–250 words
• 5–6 brief stories 70–140 words
• Lunchtime read—Trending topic
• Brief sports and business section
• PapersㄧBrief on front page headlines of leading dailies
New York Times has daily morning (6 am) and evening
(6 pm) briefing Guardian has a daily morning briefing
40
Digital skills requirements become increasingly complex
Source: ICFJ Survey, “The State of Technology in Global Newsrooms,” October 2017
First-tier skills Second-tier skills Third-tier skills
Used by > 50% of Newsrooms globally Used by ~ 33% of Newsrooms globally Used by < 33% of Newsrooms globally
• Posting stories and comments on
social media
• Digital photography
• Engaging audiences on social media
• Producing and distributing content
across platforms
• Using analytics to measure audience
engagement
• Multimedia reporting and editing
• Video production and editing
• Website design, development, and
management
• Using digital tools to validate
information
• Working with graphics
• Audio production and editing
• CMS management and coding
• Mobile and backpack reporting
• Data visualization/production of
infographics
• Data journalism
• Working with live video
• Using analytics to drive news agenda
• Cybersecurity
• Blogging
• Building/adapting digital tools for
Newsroom
• Podcast production
• Working with VR/360
41
New tools enabling to make a difference
Source: News Whip; Datawrapper; Google Media
Tools; BCG analysis
Examples
Many leading international newspapers use this type of services
Google Media Tools
provides a range of tools
for digital editorial teams
2
Datawrapper enables to
create tables and maps
based on data uploaded
on the platform
1
42
New York Times—T Brand Studio for branded content
Content for brand
platforms
Sourcing creative talent
Analytics
Social media services
Content strategy
Native ad inventory and
Content production
• Creative talent from NYT journalists, product teams, videographers and data scientists
• To measure and show value to the clients
• Developed a tool called ReaderScope which looks to answer the question who reads what, where
• Full service agency providing bespoke solutions depending on advertiser level
• Connect brands with social media influencers via acquisition of Hello Society
• Team of social optimizers
• Custom content frequently distributed both on and off NYT properties
• Content creation includes working with new technologies, like AR, VR and 360 degree video
• Acquired startup Fake Love to bolster immersive content
Capabilities
43
NY Times for Orange is the New Black (Netflix)—Article about women’s prisons
“at first glance” matrix placement: six
44
Huffpost reorganized product teamSmall shifts can have large impact
HuffPost’s reorganized from tech-stack oriented to product
teams. This drove 27% lift in video views. Furthermore
HuffPost uses a Snapchat or Instagram like storybook format
Within one year HuffPost has set up four new product groups• News Innovation
– Experiments with new story formats
• Revenue group
– Monitors metrics and revenues from each Webpage
• Video group
– Consumer facing, quick release, new ideas as animated gifs
lead to increase in video views
• Generalist group
– A/B testing of content1
– Data analysis
Create quicker processes and leaner teams• Cut down on back-and-forth
• Keep a core team e.g., 25 FTE engineers last year
Four new product groups• Each group a team of four to eight
– Product managers, web designers, engineers
• People from other areas can team up on topics e.g., rebranding
Snapchat like new storyboard
1. A/B testing has a long tradition at HuffPost http://www.niemanlab.org/2009/10/how-the-huffington-post-uses-real-time-testing-to-write-better-headlines/
Note: April 2017
Source: Press; company information; digiday.com
45
Story [X]—R&D lab of NYT
Team of 61 and works as an advance team of sorts for product, editorial and
advertising, providing research help• Helps Times stay on top of what is happening in technology
Each quarter, it focuses on a certain area such as computer vision, augmented
reality and connected home
Interactive
Inauguration photo
developed using
Computer vision
technology by Story
[X] team
1. When filly staffed
Source: Press Research
46
Quartz journalists use code to break story
A future of finance reporter at Quartz, used his knowledge of coding to break a
news story
• He analyzed a publicly available to break the story on how a popular e-wallet
application trying to make revenue
Another Quartz tech reporter created a bot that users can follow on Twitter
at @actual_ransom to see all the Bitcoin payments the WannaCry ransomware
victims have sent
47
bcg.com