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Dans la publicité, Internet bouscule la frontière entre agences médias et régies

Dans la publicité, Internet bouscule la frontière entre agences médias et régies | Big Media (En & Fr) | Scoop.it
Les places de marché d'espaces publicitaires en ligne suscitent un mélange des genres

 

C'est un terrain dont la superficie croît à grande vitesse. Mais c'est aussi un terrain mouvant. Les ventes aux enchères, en temps réel, d'espaces publicitaires sur les sites Internet représentent 15 % des affichages publicitaires en ligne, selon l'Observatoire de l'e-pub ; elles devraient peser 20 % à la fin 2013.
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Big Media (En & Fr)
Connecting Media, Audience and Advertsing with Data. How media companies can benefit from Big Data, Open Data , Linked Data, Small Data to value their assets, improve their audience satisfaction and better monetize their inventories
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First BIG MEDIA event Connecting Media, Audience and Advertising with data in Madrid this June

First BIG MEDIA event Connecting Media, Audience and Advertising with data in Madrid this June | Big Media (En & Fr) | Scoop.it

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.


More info : www.bigmediaconnect.es


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Understanding Semantic Web – Experts Q&A (Sep/Oct 2014 International Specturm Magazine)

Understanding Semantic Web – Experts Q&A (Sep/Oct 2014 International Specturm Magazine) | Big Media (En & Fr) | Scoop.it
David Amerland talks to us about moving the focus from data to definitions. He'll give us a better understanding of how the Semantic Web (Web 3.0) relates to our existing business data and systems. While he brings an Outside-of-MultiValue view, we also get a perspective from our MultiValue experts about designs and technologies that can be used with the Semantic Web.
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Hotbox Sports llega a España de la mano del emprendedor Diego Martínez | Marketing Directo

Hotbox Sports llega a España de la mano del emprendedor Diego Martínez | Marketing Directo | Big Media (En & Fr) | Scoop.it

Tras dos años investigando el mercado americano, sus carencias y ventajas, el emprendedor Diego Martínez -que cuenta a sus espaldas con una decena de proyectos online- está atrayendo, desde hace un año, a empresas americanas que quieren expandir su negocio en Europa a que dicha expansión se realice creando su sede social y utilizando los recursos –humanos y técnicos- con los que cuenta Madrid (España). Son muchas las compañías que quieren aprovechar el momento de bajos costes y de gran calidad en la producción y ven en España una oportunidad para crear su sede.

Este es el caso de Hotbox Sports, líder mundial de juegos de fantasía (Fantasy Games) en Estados Unidos,  que abre su nueva oficina en Madrid para dar servicio a sus partners en Europa, mediante alianzas estratégicas y de desarrollo, incorporando a más de 10 personas y llegando a una veintena de trabajadores en el primer trimestre.

- See more at: http://www.marketingdirecto.com/actualidad/digital/hotbox-sports-llega-a-espana-de-la-mano-del-emprendedor-diego-martinez/#sthash.7A2XDmOP.dpuf


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How Technology Is Changing Media | Buzzfeed insights

How Technology Is Changing Media | Buzzfeed insights | Big Media (En & Fr) | Scoop.it
An in-depth look at how BuzzFeed is leadingthe industry’s trends in social, mobile, and video.
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Synchro Pub TV - search . L'efficacité prouvée de la publicité contextuelle multiscreen | JdN

Synchro Pub TV - search . L'efficacité prouvée de la publicité contextuelle multiscreen | JdN | Big Media (En & Fr) | Scoop.it

L'agence Ecselis vient de tester pour Kia un dispositif permettant de déclencher des annonces search après diffusion d'un spot en TV. Les résultats sont éloquents.

Stupeur aux Etats-Unis où une étude d'App Annie révèle que les Américains passent désormais plus de temps devant leur appareil mobile que leur téléviseur. En France, la télévision conserve encore son statut de canal de diffusion numéro 1 et reste plus que jamais investie par les annonceurs qui y voient le meilleur moyen de communiquer, en masse, auprès de leurs consommateurs. Mais le mobile grignote chaque année un peu plus d'investissements, en témoigne une hausse de 61% entre les premiers semestre 2013 et 2014. 

Une hausse pas si surprenante dans la mesure où les foyers français ont pris l'habitude du "multi-tasking" devant leur poste de télévision. Il est ainsi fréquent (c'est particulièrement vrai pour les jeunes) de consulter son smartphone, son ordinateur et sa tablette, assis devant un programme télévisuel qui est parfois même relégué au rang de fond sonore. 51% des 18-24 ans se sont ainsi livrés au multi-tasking pendant le match de coupe du Monde, France - Honduras, selon une étude de ZénithOptimedia. Dont acte. 

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TV Advertisers: Only One in Five of You Is Advertising Correctly - Lost Remote

TV Advertisers: Only One in Five of You Is Advertising Correctly - Lost Remote | Big Media (En & Fr) | Scoop.it

wywy, a cross-platform advertising company, found that only in five TV advertisers in the U.S. display a ‘clearly visible product’ on the homepage of its site. Yet, wywy’s research also shows, 80% of TV-inspired site visits happen within 90 seconds of the TV ad airing.

...

With more consumers distracted while watching TV, oftentimes turning to second screen devices, advertisers should place the products they advertise about on their homepages. Even if this experience isn’t synched, brands are missing out on the opportunity to draw viewers following exposure to a commercial. Prominently displayed products on second screen homepages increases conversion rates two to five times.


Many automotive companies such as Hyundai and Nissan are starting to roll out second screen strategies. They use the TV screen to push a highly emotional message with stunning audio and visual effects, and they push TV-synced online campaigns to recapture the lost attention of second screen users. They show the model advertised on TV on their homepage the instant the TV ad airs to help TV viewers easily find what they are looking for. Then, they measure the impact of each TV airing on their conversions – be it locating dealers, booking test drives or configuring a car online.

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Football Fans Are Going Even Bigger Toward Mobile Than You Probably Think | Adweek

Football Fans Are Going Even Bigger Toward Mobile Than You Probably Think | Adweek | Big Media (En & Fr) | Scoop.it

We knew going into this season that fantasy football diehards were probably going to be glued to their smartphones and tablets like never before.

But now that the actual numbers are in, the year-over-year growth in the space last month should still get marketers' attention, with publishers such as Sports Illustrated, CBS Sports and Sporting News seeing triple-digit percentage jumps, per comScore's October data.

What's more, the Reston, Va.-based researcher found that desktop traffic dropped across the board. ESPN (down 10 percent), Sports Illustrated (down 15 percent) and Sporting News (down 25 percent) saw the biggest year-over-year dips, indicating a shrinking number of people are tethered to their home or work computers.

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Sports Apps Are The New Must-Have Sports Channels

Sports Apps Are The New Must-Have Sports Channels | Big Media (En & Fr) | Scoop.it
Profile of Sports App Fans

So who are the mobile users spending so much time in sports apps? Flurry’s Sports App Fans are consumers that use sports apps more than 2 times the average app users. For example, if the average consumer launches sports apps 3 times a day, then we would call any consumer that launches sports apps more than 6 times a day a Sports App Fan.

Sports App Fans are 12.8x more likely to be football fans and are also more likely than the average user to be casual, social gamers or play action games. Fair warning: Sports App Fans may want to download a couple dating apps, too, since they are also 2.3x more likely to be single.

Sports App Fans are also 2.3x more likely to be business travelers than the average app user. When these fans are on the road and their game isn’t available on TV outside their market, they turn to mobile devices to follow every sack, interception and touchdown.

Sports Apps Are The New Must-Have Sports Channels

Flurry data suggests our Sports Apps Fans want to consume their sports content wherever they go- be it at work, while traveling, in front of the living room TV, or even at the game. The tripling of time spent in sports apps is tough to ignore for teams, content providers and advertisers. Netflix CEO Reed Hastings believes the Internet is replacing traditional television, apps are replacing channels, and screens are proliferating. While live sports are still cable’s stronghold, if the announcements of last week are any indication, this could be strike three. Keep your eye on the ball.



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Talpa Pushes Boundaries of Second Screen Once Again | TV App Market

Talpa Pushes Boundaries of Second Screen Once Again | TV App Market | Big Media (En & Fr) | Scoop.it

John de Mol and his team at Talpa have cranked out yet another - what appears to be a second screen hit - with their latest show in The Netherlands called “The Winner Takes It All” (on SBS6) which premiered last Saturday, November 15th, 2004. 

On the Winner Takes it All, they offer viewers the option to decide (in real time) which contestant sounds the most like a famous artist, putting the viewers in the position of the judge. -


See more at: http://www.appmarket.tv/second-screen/2558-talpa-pushes-boundaries-of-second-screen-once-again.html#sthash.bAXx7rIj.dpuf


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Driving Marketing Results with Big Data | MIT Technology Review

Driving Marketing Results with Big Data | MIT Technology Review | Big Media (En & Fr) | Scoop.it

For marketers trying to maximize their return on investment, predictive analytics based on big data is an exciting new tool.

In the digital world, predictive analytics based on big data holds the promise of creating a detailed view of what works, providing guidance that has never been available before for the fine tuning of advertising campaigns.

The promise of big data analytics is that marketers can analyze thousands of points of information about the digital activity of the purchaser—stripped of personally identifiable information—and combine it with their knowledge of television, radio, billboard, and print campaigns to tailor marketing messages and, ultimately, improve return on investment (ROI). With analysis, the numbers show how much lift each data point provided for each ad in each channel. With that data, marketers can make better decisions about how to allocate their ad budgets. Indeed, the analytics themselves will identify the smart choices.

A key challenge for any marketer is deciding what mix of media—TV, Internet, direct mail, radio, print—will best promote a product or service. “We can do media-mix modeling using big data and machine learning,” says Madan Bharadwaj, product marketing chief of Visual IQ, an analytics firm based in Needham, Massachusetts. “There are a lot of micro-efficiencies we can tap into. If you move a few thousand dollars here and there, you can get much more marketing efficiency,” in terms of ROI.

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Big Data : quel est le seuil de tolérance chez le consommateur ? Influencia

Big Data : quel est le seuil de tolérance chez le consommateur ? Influencia | Big Media (En & Fr) | Scoop.it
Influencia - Faut-il avoir peur ou accepter le traitement systématique et en masse de nos données personnelles par les organisations en général, et les marques en particulier ? Alors Big Data ou Brother ?


Nous laissons tous des traces et encore bien plus depuis l’avènement d’Internet. A l'ère de la VPC par exemple. Nous nous livrons peu à peu, par fragments. Une carte de fidélité ici, l'inscription à une newsletter là, un tweet ou un selfie (cf l'article Passe moi le selfie)... Mais pour ceux qui savent connecter les morceaux de ce puzzle, le portrait-robot ainsi obtenu de son client présente des enjeux marketing inégalés. Alors une question subsiste. Quel est le seuil de tolérance chez le consommateur ?

 

Et pour s'assurer un seuil de tolérance raisonnable côté client, cette question peut s'envisager ainsi : "En quoi une exploitation plus structurée des données de mes clients me permettra-t-elle de leur être encore plus utile, de leur rendre un plus grand service ?"

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les 4 tendances techno qui vont changer nos vies | Influencia

les 4 tendances techno qui vont changer nos vies | Influencia | Big Media (En & Fr) | Scoop.it

Sons, images, émotions, usages... Dans toutes ses dimensions, l'innovation technologique tend à faire naître « L'Homme augmenté ». Retour sur quatre tendances technologiques qui vont transformer notre quotidien à cinq ans.

Plus connecté, plus agile, plus précis… mais à quel prix ? Quels verrous faire sauter pour permettre l’adoption massive de ces technologies dans nos quotidiens ? Comment les réseaux physiques vont-ils assurer cet incroyable foisonnement de contenus et d’informations ? Quid de la grande bataille de l’utilisation des données, toujours plus nombreuses, qui seront générées par ces innovations technologiques ? Promesse d’un quotidien plus facile pour les uns, création de besoins inutiles voire dangereux pour les autres. Quatre tendances technologiques se dessinent qui vont transformer notre quotidien à cinq ans.

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News Media: Diversify or Die

News Media: Diversify or Die | Big Media (En & Fr) | Scoop.it

The era of news media based on single product is over. In every field, diversification is mandatory, but yields will vary. Decisive prioritization will make a big difference. 

Below is a list – by no means exhaustive – of products and services to be found in most media organizations. Their targets include both individual customers (I use the term on purpose because it goes well beyond the notion of readers), as well as corporate clients. Difficult as it may seem, I’ve assigned a tentative value to each item. In turn, the sum of items in any given mix must translate into the famous Average Revenue per User (ARPU), a number that should be everyone’s obsession. (In the end, the metric of choice ought to be the Margin Per User, but it is very complicated to assess for two reasons: one, some products take a while to take off and, two, in integrated media companies, most resources are spread across many products). These precautions aside, here is a quick overview:

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Axelle Lemaire: Cette année, le tiers des startups présentes au CES de Las Vegas seront françaises | L'Atelier: Disruptive innovation

Axelle Lemaire: Cette année, le tiers des startups présentes au CES de Las Vegas seront françaises | L'Atelier: Disruptive innovation | Big Media (En & Fr) | Scoop.it
Entretien avec Axelle Lemaire, secrétaire d'Etat en charge du numérique, à propos de la French Tech, réalisé dans le cadre de l'émission de radio L'Atelier numérique.
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Hard Comparison: Legacy Media vs. Digital Native

Hard Comparison: Legacy Media vs. Digital Native | Big Media (En & Fr) | Scoop.it

From valuations to management cultures, the gap between legacy media companies and digital natives ones seems to widen. The chart below maps the issues and shows where efforts should focus. 

At conferences and workshops in Estonia, Spain or in the US, most discussions I recently had ended up zeroing on the cultural divide between legacy media and internet natives. About fifteen years into the digital wave, tectonic plates seems to drift more apart that ever. On one side, most media brands — the surviving ones — are still struggling with an endless transition. On the other, digital native companies, all with deeply embedded technology, expand at an incredible pace. Hence the central question: can legacy media catch up? What are the most critical levers to pull in order to accelerate change?

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Facebook veut faire le parfait journal personnalisé de tout le monde | LesEchos

Facebook veut faire le parfait journal personnalisé de tout le monde | LesEchos | Big Media (En & Fr) | Scoop.it

« Notre but est de bâtir le parfait journal personnalisé de tout le monde » . Prononcée par le fondateur de Facebook, Mark Zuckerberg, début novembre, dans un forum public, cette petite phrase d’abord passée inaperçue est en train de faire cogiter tout le secteur de la presse. Et si, au moment où la fronde anti-Google s’organise en Europe dans le domaine de l’information, le futur interlocuteur des éditeurs n’était autre que le réseau social qui compte déjà 1,3 milliard d’utilisateurs se connectant chaque mois ?


Compte tenu de son poids, le « News Feed » de Facebook pourrait être la fragmentation ultime de la consommation d’articles. La page de garde d’un journal ne sera en effet plus qu’une page de pub, et non plus un point d’entrée privilégié, redoutent certains. Dans ce cas, la logique de subventions croisées entre différents types d’articles est cassée. Et il est moins facile de facturer de la publicité attachée à un article qu’à un support tout entier .


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De l’intérêt d’investir d nouveaux espaces stratégique pour redynamiser le marché d la vidéo en France [etude] Kurt Salmon

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Nielsen Can Now Track Netflix Viewership Data

Nielsen Can Now Track Netflix Viewership Data | Big Media (En & Fr) | Scoop.it

Next month, though, according to the Wall Street JournalNielsen will start tracking viewership data on Netflix and Amazon Instant Video. The move by Nielsen to circumvent streaming services' unwillingness to share data is an important one for the company, whose relevance has suffered as Netflix and the like have assumed a more prominent position in the entertainment marketplace.

Nielsen plans to cull information from audio tracks to determine which offerings are (or aren't) being streamed, which doesn't require the consent of streaming services. (Hulu, however, already has its audience measured by Nielsen for desktop usage.) The technology won't yet be able to gauge streaming on mobile devices.

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How Semantic Web Tech Can Make Big Data Smarter

How Semantic Web Tech Can Make Big Data Smarter | Big Media (En & Fr) | Scoop.it
Over the past few years, major enterprises have shown interest in combining semantic web technology with big data for added value. Let's take a look at what enterprises are seeking and why they think semantic web can make big data smarter.


Making Big Data Smarter

As you create a semantic layer over your big data initiative, be sure to include the following elements:

  1. Flexible, universal data model based on industry standards: Using standard industry models with a semantic platform, allows for big data solution developers to quickly create industry or company specific solutions that can be used with big data stores and where the solutions can evolve as data needs evolve.
  2. Use of semantic RDF standards to make the data “self-describing”: By using semantic RDF standards, instance data and meaning (meta-data) travel together so that both humans and machines can understand and use the data. Use of platforms or solutions built on standards also means that the solution built will be inter-operable with other technologies using the standard.
  3. Graph representation and management of data: Big data is just a large bucket of key/value pairs, with little if any relationships between the data. By using a graph representation, big data gets contextualized with entity and relationships that can be used for search and analysis. To understand the value, look at what value Facebook’s open graph provides to the Facebook social media solution.
  4. Service-Oriented Architecture (SOA) infrastructure: A SOA infrastructure over big data and existing data stores allows in run time to bring in data into the big data store as necessary. It can also be used to extract data in run time to create sandbox data marts for combining data from varied sources for user manipulation.
  5. Post-ingestion data characterization: Big data is all about collecting data without worrying about schemas and data descriptions but the problem is that usually the data never gets any sort of description so it stays “dumb” and of limited utility. But as you use and understand the data the Semantic layer should automatically classify the data, associate relationships and find new relationships. This is done by using OWL — the Web Ontology Language  — in the semantic layer.
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Plus de 75% des utilisateurs surfent sur Twitter pour consulter des infos liées au football [Infographie]

Plus de 75% des utilisateurs surfent sur Twitter pour consulter des infos liées au football [Infographie] | Big Media (En & Fr) | Scoop.it
L'Etude Football GlobalWebIndex Twitter 2014 révèle des chiffres sur l'usage du réseau social par les fans de foot.

Plus de 75% des utilisateurs surfent sur Twitter pour consulter des infos liées au football

Ce qu'il faut retenir de cette étude:

  • Les utilisateurs de Twitter sont passionnés de football: 90% des personnes interrogées regarderont les matchs de la Coupe du Monde en direct à la télé
  • le football est un évènement social pour les utilisateurs de Twitter: 68% des utilisateurs suivront les matchs en compagnie de leurs amis
  • Twitter plonge les fans au coeur de l'action: 39% des personnes interrogées suivent un club de football sur Twitter
  • Twitter est l'endroit où on les news liées au football sont publiées en premier: 42% des personnes consultent Twitter pour se tenir au courant de l'actualité foot
  • Le jour d'un match de football, 54% des personnes lisent les Tweets publiés par les twittos et 55% continuent de discuter du match au coup de sifflet final
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+250% in time spent in Football app in 1 year— Flurry via Mobile World Live

+250% in time spent in Football app in 1 year— Flurry via Mobile World Live | Big Media (En & Fr) | Scoop.it

Sport-focused titles have seen usage increase at a much faster rate than apps in general, according to the latest report from analytics provider Flurry.

Flurry found that time spent in sports apps increased by 210 per cent between August 2013 and August 2014. This compared to the overall time spent in the 580,000 titles measured increasing by 65 per cent over the same period.

Apps found in the Sports category of iOS and Google Play offer a range of functionality including sports news, live scores, schedules and fantasy team management.


Flurry suggested that the significant increase in time spent in sports apps will be hard for teams, content providers and advertisers to ignore.

Within the Sports category, releases focused on American football showed the biggest increase in usage, with time spent in these types of products growing by 250 per cent year-on-year. Titles offering play-by-play updates were particularly popular for American football.

Flurry defined Sports App Fans as consumers that use sports apps more than twice as much as average app users. An average consumer may launch a sports app three times a day compared to six times a day for a Sports App Fan.

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Excellent Customer Experience Using Big Data | SmartData Collective

Excellent Customer Experience Using Big Data | SmartData Collective | Big Media (En & Fr) | Scoop.it

Customer data and management is an important aspect of any online business. Obtaining a customer insight is crucial to business marketers and the majority of big enterprises are using big data for their business in today’s online marketing industry. IT executives harness the competence of their businesses to deliver high quality customer experience using big data.

About 78% of online marketers are using big data to grow their customer database especially to help them understand the latest marketing trends that keep their products and services relevant to their potential leads and to achieve customer retention and loyalty. A survey on different enterprises revealed that more than 50% of the respondents view big data analytics as an important marketing strategy priority of their company in the next three years.

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Un trio L'Equipe, Twitter et football | CBNews

Un trio L'Equipe, Twitter et football | CBNews | Big Media (En & Fr) | Scoop.it

You'll never "foot" alone.... L'Equipe lance un nouveau service via Twitter qui permet de suivre en temps réel les scores des 5 grands championnats européens de football. La nouvelle fonctionnalité, baptisée Automatic Score développée par l'agence Hobbynote, donne la possibilité aux twittos de s'inscrire au service en s'adressant au compte Twitter de L’Équipe en mentionnant @lequipe ou @lequipedirects accompagné du hashtag associé au championnat ou à l'équipe de son choix. Dans la foulée (moins de 2 secondes), L'Equipe leur adresse une réponse avec les scores demandés.

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Netflix is becoming part of the cable bundle in the U.K.

Netflix is becoming part of the cable bundle in the U.K. | Big Media (En & Fr) | Scoop.it

U.K. telco giant BT wants to use Netflix to get new customers for its TV service:BT is now offering a bundle consisting of its traditional TV service, its BT Infinity broadband service and Netflix for just £5.99 (about $9.50) a month. Customers also get a free YouView streaming box, which now comes with a Netflix app pre-installed.

The deal is a promotional offer, which means that BT is jacking up rates after six months, but it’s still noteworthy because BT and Netflix are doing something that the streaming company hasn’t been able to do in the U.S. just yet: Customers pay for the Netflix part of the bundle through their monthly BT bill, much like a cable subscriber would pay for HBO in the United States. However, the difference is that Netflix still maintains the customer relationship, which makes it possible for consumers to cancel their service through the Netflix website at any time.

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How Linking to Knowledge Could Boost News Media | Monday Note

How Linking to Knowledge Could Boost News Media | Monday Note | Big Media (En & Fr) | Scoop.it

A key way to differentiate value-added news from commodity contents is to rework the notion of linking. Thanks to semantics and APIs, we could move from dumb links to knowledge linking.

Most media organizations are still stuck in version 1.0 of linking. When they produce content, they assign tags and links to mostly internal other contents. This is done out of fear that readers would escape for good if doors were opened too wide. Assigning tags is not exact science.


Today’s ways of laying out tags and and structuring topics are a mere first step; they are compulsory tools to keep the reader within the publication’s perimeter. The whole mechanism is improving, though. Some publications already use reader data profiling to dynamically assign related stories based on presumed affinities


But there is much more to come in that field. Two factors are are at work: API’s and semantic improvements. APIs (Application Programming Interfaces) act like the receptors of a cell that exchanges chemical signals with other cells. It’s the way to connect a wide variety of contents to the outside world. 


Once this issues are solved, a complete new world of knowledge emerges.  Enter “Semantic Culturonomics


Great, but where is the value for the news organization, you might ask? First of all, a trusted publication (and a trusted byline) offering such super-curation to its readers is much more likely to attract a solvent audience: readers willing to pay for a service no one else offers. Second, money-making business-to-business intelligence services can be derived from modern tagging, structuring and linking. Such products would carry great value because they would be unique, based ontrustselection and relevance.

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How Facebook and Google Now Dominate Media Distribution | Monday Note

How Facebook and Google Now Dominate Media Distribution | Monday Note | Big Media (En & Fr) | Scoop.it

The news media sector has become heavily dependent on traffic from Facebook and Google. A reliance now dangerously close to addiction. Maybe it’s time to refocus on direct access. 

Digital publishers pride themselves on their ability to funnel traffic from search and social, namely Google and Facebook (we’ll see that Twitter, contrary to its large public image, is in fact a minuscule traffic source.) In ly business, we hunt for the best Search Engine Optimization specialists, social strategists, community managers to expand the reach of our precious journalistic material; we train and retrain newsroom staff; we equip them with the best tools for analytics and A/B testing to see what headlines best fit the web’s volatile mood… And yet, when a competing story gets a better Google News score, the digital marketing staff gets a stern remark from the news floor. We also compare ourselves with the super giants of the internet whose traffic numbers coming from social reach double digit percentages. In short, we do our best to tap into the social and search reservoir of readers.


Taken to the extreme, some medias are doing quite well by relying solely on direct access. Netflix, for instance, entirely built its audience through its unique recommendation engine. Its size and scope are staggering. No less than 300 peopleare assigned to analyze, understand, and serve the preferences of the network’s 50 million subscribers (read Alex Madrigal’s excellent piece published in January in The Atlantic). Netflix’s data chief Neil Hunt, in this keynote of RecSys conference(go to time code 55:30), sums up his ambition by saying his challenge is “to create 50 million different channels“. In order to do so, he manages a €150m a year data unit. Hunt and his team concentrate their efforts on optimizing the 150 million choices Netflix offers every day to its viewers. He said that if only 10% of those choices end up better than they might have been without its recommendation system, and if just 1% of those choices are good enough to prevent the cancellation of a subscription, such efforts are worth €500m a year for the company (out of a $4.3bn revenue and a $228m operating income in 2013). While Netflix operates in a totally different area from news, such achievement is worth meditating upon.

Maybe it’s time to inject “direct” focus into the obligatory social obsession.
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