Presentation given to the Content Marketing Association breakfast briefing on 11 June 2014, discussing ways that the shift to mobile creates new opportunities for content owners beyond simple digital editions.
6. But that’s mere technology
Let’s talk about products
and opportunities
7. Both device ownership and
content consumption are
rising - with huge growth still
to come
2013
2007
PCs
Smartphones
& tablets
1.2bn
unit sales
Mobile is still growing
8. It’s a fundamental
change in the way
people relate to
technology.
Computers coming
off the desk, into your
pocket.
Everywhere, and all
the time.
Mobile is not just another channel
9. 1. Long form advertising
2. Continuous publishing
3. Utility apps
3 specific ways that this shift
creates new opportunities for
content owners
11. Let’s get it on
Each wave of hardware evolution
has made technology more intimate
In a distant
room
miles
On your
desk
1m
In your
hand
20cm
On your
face?
1cm
15. How people read content on devices
Explore
Engage
Standard practice has emerged
16. Full screen ads aren’t intrusive
In explore mode, can just swipe on by
17. You have an incredible canvas
“below the fold”
But if you can trigger engagement
Beginning
Middle
End
Story arc
{
{
{
18. Visual storytelling
Use visual techniques like
typography, video fill, animation
& parallax to give the story
pace, signal changes of topic,
and support “grazing”
19. Mobile advertising will grow
Big mismatch between attention
and advertising spend must correct
KleinerPerkins“InternetTrends2014”
10%
20%
30%
40%
50%
Print Radio TV Internet Mobile
Time spent Ad spend
32. Trend towards focused utility apps
Multi purpose
web apps
Multi purpose
mobile apps
Single purpose
mobile apps
“There’s an app for that”
Kleiner Perkins “Internet Trends 2014”
33. Identify different use cases
– and deliver separate utility apps
Learning
News & events
Shopping
Entertainment
34. Commerce at the point of utility
New monetisation opportunities:
• Granular in-app purchase
• Content as a “consumable”
• Content tethered to location
with iBeacons
£
35. User-centred publishing
✓ Move beyond digital editions
✓ Put user needs at the centre of
the design process
✓ Rethink and reimagine what we
can do for this new kind of
always connected user
36. PS. Need some mere technology?
Get in touch!
Michael Kowalski
Christian Price
michael@getcontentment.com
christian@getcontentment.com