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.

1. Michael Kowalski
@micycle
Contentment
3 ways mobile is creating
new opportunities for
content owners beyond
digital editions

2. getcontentment.com
Contentment
Dozen strong team based in Shoreditch

3. Padify is our
award
winning
platform for
creating
apps,
adverts,
and digital
magazines

4. A mixed bag of customers

5. Our sweet spot
Practical
workflow
Creative
freedom
Mobile
friendly

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

10. #1 Long form advertising

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

12. One day
We will all be
cyborgs

13. Greater intimacy = greater
risk of intrusion
Crossing “the creepy line”
Interruption
A well targeted ad
would be more intrusive
in this context

14. Instructions for use
The early days

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

20. #2 Continuous publishing

21. The bird app du jour
How can content compete with birds?

22. Connecting people with content
they care about
A fair fight?
AntoineRobiez

23. What happens when I push
this button?
My Content
?

24. “Wow, a shop full of back issues…”
Mostly this:
FILM MAGAZINE

25. Typical monthly digital edition
publication cycle
100%
Publication
day
0%
Rest of the
month
Chance of
finding
something
fresh

26. Publishing more frequently
improves enagement
Chance of
finding
something
fresh
Same content, released in
weekly chunks

27. Continuous publishing
Minor updates at
frequent intervals
Chance of
finding
something
fresh
The logical next step

28. EVO
Moved to continuous
model, updated 3 or
4 times a week.
Sessions more than
doubled to 250k+ per
month.

29. This is about transitioning
to a content service
On demand and always on.
Which is how people interact with
their devices.
24/7

30. #3 Utility apps

31. “People like apps”
BenedictEvans“Mobileiseatingtheworld”
Stated cumulative app downloads
iOS Android
2009
75 billion
zero
2014

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