#aop3c: Think duration, not page views for online video says MSN’s Peter Bale

In a session discussing the future of video at the the AOP Publishing Summit 2009 (also featuring BBC Worldwide, ITN On, CBS Interactive, InSkin Media) Peter Bale, executive producer for Microsoft UK said that in the next 18 months to two years we will see a shift in the way video is measured for advertising purposes.

Duration spent watching, or ‘dwell-time’ will become a much more important measure than page views, and the format of advertising itself will change – with more connection between television advertisements and online campaigns, Bale predicted.

Listen to Bale talking to Journalism.co.uk here:

“Page views at the moment are used – rightly or wrongly – as a proxy for ad impression delivery,” said Bale.

“For example, we deliver something like 10 billion page views on MSN in UK, a couple of years ago it was only five billion – and there is a vague approximation between that and ad impression – it’s become a necessary currency for us for advertisers and it does give you a sense of scale, but what it doesn’t give you is a good measure of engagement.

“It is not information that works tremendously well with a video intense site or this environment where people are trying to make more money off the web.

“Average revenue per user and dwell time are going to become much more important. It’s about time online, as opposed to pages moved through and consumed.”

It will require new advertising formats, he said. “It will become more engaging, it is going to become more easy to click on an ad in a video environment.”

In addition, television advertising will become more interactive and connected to the online offering:

“I despair at the moment at the lack of real connection to a major brand’s web campaign – it rarely gets promoted effectively on television,” said Bale. “It’s as though people are working in two completely different environments.”

• Summit coverage at this link.

• This teetstream featured choice 140-character updates from digital journalists and publishers at the event

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#AOP3C: Coverage from the AOP annual conference 2009

Journalism.co.uk will be covering today’s Association of Online Publishers (AOP) one-day conference in London.

Topics on the agenda include social media for publishers, the paid content debate and mobile applications, with speakers including Reuters multimedia chief Chris Cramer, Demand Media’s Shawn Colo and Mecom’s David Montgomery.

A full line-up and programme for the day is available on the AOP website.

You can follow our coverage on this blog and our main news channel.

To follow tweets from the event, use the #aop3c hashtag or see the stream below:

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AOP 2008: At yesterday’s digital sweetshop – best of the rest

It was all a bit kids in a sweetshop at yesterday’s AOP Digital Publishing Summit, if we forget all the problems with wifi, of course.

The main aim, for most attendees, In all likelihood, was to talk to all the people they know in online life, but rarely get the chance to talk to in person – over coffee (and odd looking cake/pastries) and lunch during the day, and drinks in the evening.

The programme ranged from panels to energetic speakers with a broad range of digital publishing topics covered – though perhaps not as much new discussion was initiated as some participants hoped, despite Peter Bale from Microsoft attempt to get some answers from YouTube’s Jonathan Gillespie.

A few additional highlights to add to our coverage so far:

Emily’s Bell’s vision for Guardian’s international reach: In the panel introducing ‘the digital pioneers,’ Bell, director of digital content for Guardian News & Media, said the group sees now as a ‘uniquely’ timed opportunity for the brand to expand internationally – and to do so before their rivals do.

Speaking to Journalism.co.uk afterwards, Bell elaborated on her example of the Economist’s well-established grasp of the international market.  Although it happened for the Economist over a 20-year period, she told me that a similar endeavour in 2008 is ‘compressed’ by the web.

Bell also pointed out during the panel that the Chinese words for ‘crisis’ and ‘opportunity’ are one and the same (I tried to keep that in mind as my laptop charger physically broke and the wifi went down).

The Guardian’s move stateside was also referred to by Saul Klein, partner of Index Ventures and moderator of later panel ‘Growing in the Digital World’.

Quoting Simon Waldman, Guardian Media Group’s director of digital strategy and development (and Emily Bell’s boss), Klein said the Guardian’s acquisition of ContentNext was ‘well set up to exploit’. Waldman explained how moves like that prepared the group for a US audience.

The ‘Unlocking the mobile internet’ panel: In the spirit of the thing, TechCrunch’s Mike Butcher gave out his mobile number for questions before probing the panel on their respective views on mobile internet’s future.

Is 2009 the year of mobile? Melissa Goodwin, controller of mobile at ITV says not: “I don’t think it’s next year, I’m hoping it’s 2010.”

“We just want to give you anything you may want,” she said of ITV’s mobile strategy, though she admitted that building advertising revenue was very much an ongoing issue.

Goodwin also revealed that consumers can look forward to Friends Reunited on two iPhone applications in the first part of next year, as reported in more depth over at PaidContent.

Stefano Maruzzi, president of CondeNet International, on outlining Conde’s digital development: As reported over at MediaGuardian and PaidContent, CondeNet, the online arm of Conde Nast, has got lots of ideas about lots of things:

• Rolling out a Wired website worldwide (and in different languages, he told PaidContent)
• Keeping Tatler’s online presence minimal
• Engaging with the iPod user audience

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AOP: UK regulators are stifling international expansion, says i-level founder

Andrew Walmsley, founder of digital marketing agency i-level, livened up the panel discussion on the future of the media industry at yesterday’s Association of Online Publishers (AOP) Digital Publishing Summit.

Media regulators in the UK are holding publishers back, said Walmsley, and digital innovations that would thrive in the US, such as Project Kangaroo – the video on-demand service being jointly developed by the BBC, ITV and Channel, are being stifled here.

Journalism.co.uk caught up with Walsmley off stage at the conference and asked him what the regulators should be doing (apologies for the ‘jazzy’ music in the background, not my choice…):

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AOP: Today’s television ‘may not be worth sitting still for’, says US author Clay Shirky

Even children can’t concentrate on television anymore, says Clay Shirky, the US-based internet educator, consultant and author of ‘Here comes Everybody: The Power of Organizing Without Organizations’.

In his speech at yesterday’s AOP Digital Publishing summit Shirky told an anecdote about the four-year-old daughter of one of his friends watching a film: “[S]he jumps round behind the TV and [starts] rooting around in the wires, looking for the mouse.”

Today’s television ‘may not be worth sitting still for’, but the computer is for everything.

The problem for media professionals is that the industry still holds the perception that everyone sees publishing in the same way, he explained.

But, he said, citing the example of Flickr, material may be ‘in public but [it's] not for the public. The cost of putting something out in public has fallen so low.’

“This is a reversal of the usual pattern,” he said. ‘Gather and share has been the usual pattern [of publishing] since time immemorial’, but now grouping comes first.

He split his talk into three categories: the sharing culture of Flickr; the collaborative nature of Wikipedia; and the collective action of internet groupings, citing the use of a Facebook group to force HSBC to reverse its decision on withdrawing students’ interest-free overdrafts.

These examples, he said, show the ‘the environment that’s coming’ and a need to re-think the model’.

“If you wait to hear what the business model is you will hear that your competitors have perfected it,” he said.

Shirky compared today’s media trends to London’s 17th-century gin craze: at first people didn’t know what to do with what they were consuming, but they then learnt how to share, collaborate and collect.

“The action is where people are going after the consumers. Not just consuming, but producing and sharing.”

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AOP: ‘This is no time for vanity publishing’ – full audio of Sly Bailey’s speech

In her opening speech at yesterday’s Association of Online Publishers (AOP) Digital Publishing Summit, Trinity Mirror CEO Sly Bailey called on publishers to integrate digital plans into their businesses, without relying solely on the anticipated growth in digital revenues to bring future success.

Here’s her speech in full:

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AOP: RBI takes four prizes at Digital Publishing Awards 2008

Reed Business Information (RBI) won four of the 16 awards handed out at last night’s Association of Online Publishers (AOP) Digital Publishing Awards.

The publisher was named best online publisher in the business field for the second year running, as well as picking up prizes for best business website, best B2B online community for Farmers Weekly Interactive, and best online advertising sales team in the business category.

Sky News’ website was awarded the gong for best consumer website, while parent company BSkyB was named best consumer publisher online.

The Guardian picked up an accolade for its Katine project and FT.com for use of video online.

The full list of winners (courtesy of a release from the AOP):

Launch 2008 award – Guardian News and Media for www.guardian.co.uk/katine

Editorial team (business) – Accountancy Age, Incisive Media

Editorial team (consumer) – NME.com, IPC Media

Research & insights project – The Origin Panel – Women’s Space, IPC Media

Online advertising sales team (consumer) – Future Publishing – digital agency team

Online advertising sales team (business) – RBI e-newsletters

Innovation 2008 award – Financial Times, Mockingbird Model

Cross-media project – WKD Nuts Football Awards, IPC Media

Commercial partnership – Ford Bite, Channel 4

Use of video – FT.com

Mobile site – Sun Mobile, News Group Newspapers

Online community – Farmers Weekly Interactive, RBI

Best website (business) – XpertHR.co.uk, RBI

Best website (consumer) – Sky News, BSkyB

Best online publisher 2008 (business) – RBI

Best online publisher 2008 (consumer) – BSkyB

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Growing effect of online advertising in US, OPA study suggests

Online advertising is going to overtake radio in the advertising market, MediaGuardian reported today.

Richard Wray’s article stated that while Carat – part of the Aegis marketing empire – had reduced its forecasts for the global advertising markets for 2008/9, it also said online advertising will continue to grow, overtaking radio as the third most popular advertising medium after TV and newspapers and magazines.

MediaGuardian’s report is interesting to look at in the light of statistics made available last week by the Online Publishers Association (OPA).

The US-based figures suggest that ‘consumers on all three types of local media sites – newspapers, television stations and magazines – are more likely to take action after viewing a local advert than visitors on all other local content sites’.

As part of the OPA study, JupiterResearch surveyed 2,069 US online consumers ‘who qualified as Local Online Content Users, by currently using online yellow pages, newspaper, TV, magazine, city guides, user review sites, portals or classifieds for local information.’

Here’s the breakdown:

Per cent of consumers taking action after viewing local adverts

• Local Newspaper Site: 46%
• Local Television Site: 44%
• Local Magazine Site: 42%
• User Review Site: 39%
• Portal: 37%

Click here to view the full report and follow this link for the press release.

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Telegraph news recruits need to be commercially focused too, says new media director

The world is becoming more commercial, so Telegraph editorial recruits have to reflect this shift, Alison Reay, director of new media, told an Association of Online Publishers (AOP) forum yesterday.

The integration of the Telegraph’s newsroom, she added, created a multimedia hub for the paper’s commercial interests as well as for editorial.

“People recruited in the last six to 12 months are a lot more commercially focused… It is all about how you bring the commercial and the journalists together,” she said.

Channel managers have been appointed to the newsroom to bridge this gap between commercial and editorial online. These have ‘profit and loss very close to their hearts’ without any specific revenue targets placed on them, Reay said.

For the Telegraph these roles are about finding new ways to integrate advertising online – avoiding the tradition advertorial and without compromising editorial values of the content.

“Our job as publishers is to provide an audience. But should we be judged by the number of people clicking through?” asked Reay.

Part of this – in terms of video content – has been offering in-house ad production, which has seen the publisher embark on collaborative ad production with brands and agencies.

In addition the paper has used its journalists’ existing strengths, turning them from ‘columns to camera’ to make video content a more attractive avenue for advertisers and more cost-effective for the publisher, Reay added.

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