Connecting Media/Football, Audience/Fan and Advertising/Brands with Data. How media companies can benefit from Big, Open, Linked, Small Data to value their assets, improve their audience satisfaction and better monetize their inventories. BigFoot & BigMedia events in prepa (Bcn / Paris)
Connecting Media, Audience and Advertising with Data
24 June 2014 – UAM Madrid
150 professionals / 30 speakers
keynotes / round tables / user cases / networking
Digitalization has positioned data in the center of the audiovisual media ecosystem.
A better control of content combined with a better understanding of the audience already enables to back up editorial decisions. It opens opportunities to offer more relevant content and more personalized experiences adapted to multi-device and contextual environment.
For publishers, how to efficiently leverage data has turned into a strategic question and became a new key to power its editorial, marketing and sales activities.
Good use of data enables to structure catalogues, reinforce the value of its assets, better know its audience and monetize its inventories thanks to new tools. When it is well controlled it can lead to find new audiences and open ways to diversification.
How Big, Small, Open and Linked Data can transform media contents into structured, rich and actionable knowledge?
How data help to connect audience with relevant content and drive the entertainment experience?
How business intelligence and real time analytic open doors for advanced advertizing solutions and new business opportunities for content owners and mediabrands?
On the 24th of June in Madrid, 150 professionals with 30 experts will explore those questions via practical cases, inspiring keynotes and debates.
In parallel, workshops will allow to better understand the practical operations of professional solutions critical for the success of Big Media.
One of the biggest names in sports is letting other publications tap into its digital audience. ESPN and content recommendation platform Outbrain announced Thursday that the two signed a multi-year, global deal.
Our pick of the best tablet and smartphone tools to enable you to make films, music, art and more
There’s an ongoing argument in the technology world about whether tablets and smartphones are more focused on consumption than creativity. As time has gone on, though, the number of apps helping us do more than passively read, watch and listen has grown. Many also fall into a longer heritage of technology that democratises activities like film-making, photography and music-making. Video and photography apps now contain editing features based on those used in professional software, but made accessible enough for anyone to use in a couple of taps, and music-making apps are reducing the barrier to making listenable sounds. In all cases, this isn’t about you suddenly becoming a professional just because an app is holding your hand – instead, it’s about opening up the experience of artistic creation to a wider audience.
The NFL announced a grand experiment on Monday, saying it would put a mid-season football game on a national digital platform, not on national television—opening up an important new door for the sports-media industry.
Do you have full and unfettered access to reader data? Will Facebook have access to your customer data?
A publisher lives and dies by its ability to maintain a strong connection to its readership. That means understanding how people use your product, so you can make it better. It means knowing who your customers are, so you can call them by name, make them offers, ask them questions, converse with them using sophisticated tools. Will Facebook offer the kind of tools the open web does?
Do you have full and unfettered control over your advertising relationships and data? Will Facebook have access to that data?
If Facebook is selling your advertising, or telling you how to sell your advertising, or dictating what your advertising has to look like, or has access to data about your customer data *and* your advertising, they have your jewels in their hands. I hope those are very soft hands.
Do you have certainty over the levers of circulation marketing, including the price of reader acquisition and engagement?
Facebook’s record here ain’t exactly encouraging. Everyone knows that if you want to build audience on Facebook, you have to pay Facebook. Publishers have gotten pretty sophisticated at understanding customer acquisition costs, ROI, and the like. Will Facebook offer a consistent ecosystem here, or will the sands shift as the company ropes in your competitors, leverages “proprietary algorithms” to decide who sees what, then ultimately decides to get into your business in some way? If you want to read up on such a market, just ask Yelp how it feels about Google.
Do you have control over your core product, so you can craft your reader’s experience as an expression of your brand?
I can’t really stress this one too much. I mean, what if a year in, you want to ask some of your Facebook readers to pay you, in exchange for less advertising (or none)? Do you have to ask permission? Wait, you agreed to not do that? Well why would any reader pay you on the open web if they can get it for free on Facebook? And what if you want to do something like Snowfall? Or what if you come up with a really neat widget that pulls in processed content from, say, Twitter and SnapChat? Will Facebook let you? They kinda sorta don’t like those companies, last I checked. My guess is they won’t like others down the road too.
Do you have any proof that publishers using another company’s proprietary platform have ever created a lasting and sustainable business?
I guess I should have put this one first. There have been good exits for some publishers from platforms — a few of theMCNs on YouTube come to mind — but those were native video publishers who will all admit that they could never reach profitability on YouTube’ economics.
Parmi les 33 millions de fans de sport en France, 53% suivent le sport en ligne et 30% le suivent sur mobile. Ces fans consacrent 5h par semaine à suivre des contenus sportifs et 79% les suivent en ligne au moins une fois par semaine. Ces résultats proviennent de la quatrième étude annuelle «Know the Fan - Le rapport sur la consommation du sport dans les médias 2014» de Perform Group, en partenariat avec Kantar Media et Sport Business. L’étude analyse la consommation mondiale du sport dans les médias en 2014 et propose également un focus sur la France et la consommation digitale résumé dans l’infographie ci-dessous. Ainsi 27% des fans de sport en ligne utilisent uniquement des applications mobiles pour suivre le sport et 22% uniquement les sites mobiles.
These big events and the ubiquity of mobile apps and devices throughout the world made 2014 the year sports consumption on mobile truly went mainstream. The growth in digital video viewing from 2013 to 2014 was nothing short of extraordinary, and not just among younger consumers. While the 18-34 set posted a 53% increase in digital viewing from Q2 2013 to Q2 2014, viewing grew an even more impressive 80% and 60% among Americans 35-49 and 50-64, respectively. Fans continue to increase consumption and engage with sports content in a variety of different ways across a multitude of devices.
As we wind down the first quarter of 2015, the discussion around content marketing only continues to grow in volume. And it's moving in so many different directions that it's tough to divine what's real and what isn't.
Live marketing will transcend tent poles
Content will be more participation based
Brands will create personalized content at scale
Social stars will shine brighter
Brands will celebrate life after :30
Content distribution will be signal-driven
Content will be tied to conversion
Planning and buying will converge in content tech
Agencies will buy their way into new creative models
Ahead of the 2015/2016 UEFA Champions League season, the first of a new three-year rights cycle, UEFA is set to broaden the range of broadcast and digital services offered to its rights holding broadcasters. These ‘next generation services’ will enable broadcast partners to access significantly more of the content produced on-venue by UEFA.
“Across a typical UEFA Champions League match night, upwards of 15 cameras are on hand at every venue to capture the match action,” explained UEFA’s Head of TV Production Bernard Ross at Sports Video Group Europe’s Football Production Summit 2015 in Barcelona. “Now, from the 2015/2016 season, broadcasters will have access to a wider selection of clips and content from a selected number of these feeds for exploitation across both ‘second screen’ digital platforms, such as web, mobile and tablet, and post-production broadcast.”
To supplement this new enriched content offering, UEFA will also be providing broadcasters with an enhanced graphics, data and statistics service. UEFA will also be trialing a state-of-the-art ‘audio watermarking’ mechanism imbedded into the multilateral ‘world feed’, enabling broadcasters to utilize further marketing strategies across second screen devices.
Les médias consommés en mobilité ou de manière délinéarisée créent un nouveau rapport au temps avec leurs audiences, indique Havas Media dans 'Tendances & Perspectives Média 2015'.
Ces évolutions dans les comportements doivent amener les marques à évoluer : " Elles doivent savoir si elles s'insèrent dans des moments de consommation courts ou plus longs. 70 % des plateformes de marques actuelles sont dépassées car elles ont été conçues sur un mode d'énonciation des messages alors qu'il faut renouveler les écritures ", analyse Raphaël de Andréis. Pour être à la hauteur de l'attente des consommateurs, Havas Media préconise d'activer à la fois des formats très longs qui racontent l'histoire des marques, mais aussi des narrations en série, des formats très courts, interactifs, voire proches du gaming.
If there’s one insight to be taken away from F8, Facebook’s annual conference for app developers, on Wednesday, it’s that Facebook is gradually positioning itself to become the data, media-consumption and sharing backbone for the entire digital media industry.
Between making its user data more portable, building out a “family of apps” that caters to specific forms of communication and enables more robust media experiences within those apps, Facebook is aiming to be the Internet equivalent of a broadband provider — providing the means by which all media is published and accessed.
Here’s what brands and publishers need to know about this evolution.
Data It was telling that Mark Zuckerberg kicked the event off with stats about how much more often in the past year users use Facebook’s login to sign into a wide array of apps and websites. At f8 2014, Facebook gave users more control over what information they shared with other apps when using the feature. Since then, the number of people using Facebook login has increased 10 percent, and 80 percent of the world’s top grossing apps.
That growth gives Facebook more insight into the apps and media its users like to consume when they’re not on Facebook. And it’s helping Facebook grow Audience Network, its mobile app ad network. Ads served through Audience Network cost seven times that of typical mobile banner ads, Facebook’s director of platform Deborah Liu said.
Whether its ingesting publishers’ media or providing tools for publishers to embed media posted to Facebook, the social network is trying to make sure that more, if not all, media flows through its properties in some form.
The social media giant is said to be in talks with several news publishers, offering to deliver their content quickly, in exchange for a certain loss of control over their readership.
Facebook has not historically done any kind of revenue-sharing with content publishers. Essentially, its position has been “Put your content on Facebook and we’ll send you traffic.” But lately Facebook has been experimenting with revenue-sharing options. In December, it began showing N.F.L. clips sponsored by Verizon. Verizon paid for the clips to be sent to people’s news feeds and ran an ad at the end of them. The N.F.L. and Facebook split the revenue.
The new proposal by Facebook carries another risk for publishers: the loss of valuable consumer data. When readers click on an article, an array of tracking tools allow the host site to collect valuable information on who they are, how often they visit and what else they have done on the web.
That data might instead go to Facebook, which like many companies uses that information itself to target and track consumers more effectively for advertisers (and which has been subject to criticisms over its privacy policies). It has not been disclosed how much of that data Facebook would be willing to share.
And if Facebook pushes beyond the experimental stage and makes content hosted on the site commonplace, those who do not participate in the program could lose substantial traffic — a factor that has played into the thinking of some publishers. Their articles might load more slowly than their competitors’, and over time readers might avoid those sites.
And just as Facebook has changed its news feed to automatically play videos hosted directly on the site, giving them an advantage compared with videos hosted on YouTube, it could change the feed to give priority to articles hosted directly on its site.
Over the long term, said Alan D. Mutter, a newspaper consultant who writes a blog called Reflections of a Newsosaur, all publishers are likely to have to allow their content to range more freely outside of their own sites.
“But in the short term,” he said, “it’s a scary proposition because publishers want to control their brand, and their audience and their advertising dollars.”
Facebook, on the other hand, he said, can only benefit from it. “It enhances user satisfaction, keeps users on its site and has better content which allows it to sell advertising at better rates,” Mr. Mutter said.
Fundamentally, the survey highlighted just how linear TV's role in content discovery is still dominant. Channel surfing was still the primary discovery method used by viewers today, followed by word-of-mouth and TV promos. Online was seen as a means of reinforcing interest, but it was linear TV committed them as viewers. The survey revealed that 69% of adults and 76% of kids start their viewing journey via linear TV which was the only source, currently, that satisfies both passive and active viewing needs. VIMM found that no other source has yet found a way to duplicate the discovery and viewing experience offered by traditional TV.
Yet the study also claimed to have uncovered a new and vital viewing segment: the engaged viewer. Representing 45% of global viewers, this segment had access to at least two secondary TV sources and were highly engaged with content. With greater access to what they perceive as great content, such viewers were increasing their engagement with TV and were watching more TV — including linear — content in general.
The current state of the media universe is much like that of the cosmos. The rise in technology and TV-connected devices has given consumers—and thus programmers, marketers, agencies and advertisers—a vehicle for boundless choice.
This dynamic ecosystem is also continually changing.
And to keep pace, Nielsen is reaching new frontiers by working to total up audiences across devices and burgeoning viewing platforms.
This is the year for transmedia - where having a deep impact on an audience means going beyond aspiring to shallow channel views and instead finding new ways to invite people into a more immersive sensory experience. The tech, platforms and story-telling capability is all available now. It'll just take an innovative brand to bring them together in a compelling way, to create something that audiences will truly engage with and remember.
À l'heure où le parcours média des consommateurs est totalement fragmenté, le CEO d'Havas Média rappelle à quel point le mariage «data-contenu » est stratégique pour créer de l'engagement au service des marques.
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