9. “In 2013, consumers will look to their mobile devices to
maximize absolutely every moment. Hectic, urban lifestyles
mean that no amount of (micro) time will be too fleeting,
or activity too absorbing, to cram in more content,
connection, consumption or simply more fun.”
20. "Mobile pennies"
Where are you spending more in ads?
Mobile
Social
Video
Display
65%
55%
40%
32%
(Association of National Advertisers – May 2013)
Borrell: Local mobile to double this year to $3.2B
21. Where is the mobile money?
Google + Facebook + Twitter = 70% mobile ad revenue
“We’ve got almost 1000
engineers working on all
of this stuff.”
- @dickc
30. Make mobile the digital default
Create for mobile first
Metrics and research Goals and compensation
People and airtime
Adapt your own behavior
31. Make mobile the digital default
1. Monetization will lag, but “force bundle” to start
2. Native advertising showing the most traction
3. Write stories to promote initiatives
4. Comfortable with third party vendors?
5. It’s expensive, just like HD
32. Capitalize on social
Goal: Dominate branded conversations with maximum sharing
Task: Create a social media culture across the organization
33. Capitalize on social
•National expert on Seattle NBA/NHL
• Breaks nearly all stories on Twitter first
• Live-tweets press conferences
• Shares scoops from other media orgs
• Instantly responds to people
34.
35. Capitalize on social
•National expert on tornadoes
• Shares weather reports from others
• “I do my best to answer all questions”
• “I'm not as good as I think I am.”
• Prefers Twitter over Facebook
37. Capitalize on video
Goal: Create compelling, shareable video optimized for new distribution
Task: Diversify beyond newscasts and relentlessly experiment
44. Capitalize on video
Diversify beyond the newscast
Newscasts don’t Netflix
Not organically social
Poor ad integration
Trendrr
45. Capitalize on video
“The opportunity is as big as CNN’s
opportunity was 25 years ago.”
- Eason Jordan
Now This News
“The consumer is rapidly moving
to a mobile-based consumption
pattern, and they are getting their
news and information through
their social feeds.”
- Ed O’Keefe
46. :20 to 3 minute clips
“Not all the news, just the stuff I care about.”
“Shares per view” as a metric
No pre-rolls, but sponsored content
47. Capitalize on video
Twitter Amplify
ESPN, Turner, BBC, Fox,
A&E, Discovery, Bloomberg TV,
Weather Channel, Vice…
51. Capitalize on video
1. Overhaul the production process
2. Bring in outside talent for fresh thinking
3. Prototype for social distribution
4. Best concepts “bubble up” to more resources
5. Create a portfolio of shareable video brands
6. Co-create similar content for advertisers
52. “The next big thing always starts out being dismissed as a toy.”
- Chris Dixon
Investor: Pinterest, Kickstarter, Skype, Dropbox…
