The 9th FIPP DISummit with more than 600 partizipants from 39 countries and nearly 60 speaker contributing, presenting and discussing has closed its doors - but the work is just beginning and must continue and be intensified. There was quite a lot of reporting going on from the DISummit 2016 in Berlin. During the summit a.o. on
Facebook, Twitter
#DISummit,
FIPP's News site and certainly more to come in the coming weeks..
My main event was Juan Señor, partner,
Innovation Media Consulting Group, UK introducing the
Innovation in Magazine Media 2016-2017 Report, shareing insights and assumptions from one year of research and consulting worldwide by the
Innovation Media Consulting Group .
Summary
7 Keys to Success - any transformation must be based on
1. Days when digital had the audience but not the revenue are over
2. Display digital ad business model is dead
3. Controlled distributed content is a must
4. Mobile = different content for different platforms
5. Frequency is now everything
6. Only physical change will bring about conceptual chance
7. Trend watching is more important than metric watching
In his talk he insisted that Mobile is not (another) platform, but a new medium. Of course he is right and you can't stress this enough in innovation projects with the industry. Btw., it reminds me on those days, where Radio people thought that TV is just another form of Radio broadcasting, but with pictures - and used it these way and had to learn how to use the full potential of TV.
Along Goggle’s term Micro-Moments (
introduces by Sridhar Ramaswamy, Spring 2015) he pointed to the fast changing rules for
content, advertising and services to get, fill and get
micro moments (I want to know, go, do, buy) and
me moments (I want to spend time on, with...) - [in a mobile world].
Juan urged publishers and publishing specialists to go on social platforms and news platforms to get in front of huge audiences, with speedy delivery and massive sharing. But [try to] making sure that you have as much ad format and placement/surroundings control [influence] as possible - keep pushing and make sure that the model of revenue sharing is reasonable, and your partner delivers a maximum of rich audience data, you are comfortable with.
[Break out: See Ralf Kaumann's presentation:
The good, the bad and the ugly of distributed content strategies from Facebook Instant Articles, Google AMP and Apple News. (PDF)
But Juan also warned publishers that metrics is not the only answer nor the garantee to succeed and recommended (early) trendspotting - early in, early out - as the royal road to take.
With courtesy of speaker
Juan Señor,
FIPP and
VDZ here is his full presentation from the DISummit 2016 of Juan Señor,
John Wilpers and
Jan Antonio Giner survey and analysis from the
Innovation Media Consulting Group.
More:
FIPP Digital Innovators’ Summit 2016, Berlin (II) - 360° Video, 3D, UAV, VR, WT
FIPP shared most presentation charts from the #DISummit here | Videos here .
