masterclass ciw rug_15_04_2013
DESCRIPTION
This presentation is about the largest digital news platform in the Netherlands and was given at the University of Groningen. Main topics were: History of NU.nl, News Landscape, Media Trends, Advertising and the rise of Content marketingTRANSCRIPT
Video (NOS journaal)
Part 1: History of NU.nl & Trends
‘If I wanted a clown on the homepage, then the clown was put on the homepage. So to speak, because we really wanted to make serious journalism’ (Kees Zeegers – Founder NU.nl in de Volkskrant 2012)
4
NU.nl – 1999…
Timeline
5
6
NU.nl – #1 news website the Netherlands
Telegraaf: 26,6% bereik
Unique visitors: 3.703.252
NOS.nl: 32,5% bereik
Unique visitors: 4.524.650
AD.nl: 21,6% bereik
Unique visitors: 3.007.152
NU.nl: 37,2% bereik
Unique visitors: 5.178.984
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NU.nl – #1 Media Brand in the Netherlands
Proces
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NU.nl Business Model? Advertising
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1. NU.nl – period 1999/2009: speed & overview
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2. NU.nl – period 2009/2012: on every screen
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3. NU.nl – period 2013 : relevance
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NU.nl presentaMe 2012 13
Crazy stats about mobile
14
34%
66%
Online
Mobile
Pageviews Mobile vs Online
Mobile traffic as addition to web traffic
15
0
100.000.000
200.000.000
300.000.000
400.000.000
500.000.000
600.000.000
700.000.000
800.000.000
900.000.000
Pageviews per pla1orm
android app
iphone app
mobiele site
Web
Use of devices during the day
16
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm
Rela5ve use of devices during 24 hours
iPhone
iPad
Android
m.nu.nl
Web
Breaking News
17
2.000.000
NU.nl presentaMe 2012 18
I told you it was crazy!
NU.nl presentaMe 2012 19
NU.nl presentaMe 2012 20
NU.nl presentaMe 2012 21
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TRENDS
SCREENS … Always and everywhere 1
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… And everyone
PEOPLE ARE CONNECTED … Experiences and opinions are shared directly
2
26
27 … Experiences and opinions are shared
28 … Word of Mouth on Steroids .
29 …Naked worlds
.
The consumer is DISTRACTED … Information overload … a short attention span
3
31 … Information overload.
32 … no time and a short attention span.
3
The consumer demands SIMPLICITY … Demands simple design and clarity … Efficiency of time and money
4
34 4
35
4
The consumer is an INDIVIDUAL … A unique and personal user experience … Wants to determine and create
5
37 … a unique and personal experience
5
38 … Wants to determine and create
5
NO BARRIERS
6
40 Disruption of knowledge can give power
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41 Disruption of knowledge can give power
6
NU.nl presentaMe 2012 42
What are the implications for news and NU.nl?
43
Mobile devices changed the world
NU.nl presentaMe 2012 45
Hoe mobiel de wereld heeft veranderd
Nieuwsberichten
Factsheet 2012 47
Nieuwsberichten
Factsheet 2012 48
NU.nl presentaMe 2012 49
The Rise Customer Data: BIG DATA
NU.nl presentaMe 2012 50
NU.nl presentaMe 2012 51
NU.nl presentaMe 2012 52
53 15-04-13 © Sanoma Media
Social Media
NU.nl presentaMe 2012 54
Digital revolution
There is not something like an
information overload, it’s "lter failure
(Clay Shirkey, 2010)
“”
We are a "lter in the cluttered world for our readers
Nieuwsberichten
Factsheet 2012 57
60
How is a news article or story being created?
62
Big news is important
64 15-‐04-‐13 © Sanoma Media
65 15-‐04-‐13 © Sanoma Media
Questions?
67 Part 2: Advertising & Media
What we can learn from theory?
68
70 15-04-13 © Sanoma Media
71
…Times are changing
Use of devices during the day
72
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
12am 1am 2am 3am 4am 5am 6am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm
Rela5ve use of devices during 24 hours
iPhone
iPad
Android
m.nu.nl
Web
NU.nl presentaMe 2012 73
Advertising spending vs time spent
74
HYPOTHESE 1:
Een bezoek aan NU.nl duurt het langst op tablet in de middag
AANVAARDEN
HYPOTHESE 2:
Tijdens een bezoek aan NU.nl op mobiel in de ochtend is men vooral gehaast
VERWERPEN
HYPOTHESE 3:
Artikelen van NU.nl worden het meest met anderen gedeeld via tablet
AANVAARDEN
HYPOTHESE 4: De meerderheid van de NU.nl bezoekers bekijkt de homepage helemaal
AANVAARDEN
Quiz
Keith Weed, Unilever
‘mobile marketing’ en ‘content’. Dat zijn de hoofdzaken waarmee Weed de Unilever-merken de komende vijf jaar wil laten komen tot meer ‘consumer engagement’.
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NU.nl presentaMe 2012 76
77
Storytelling according to Coca Cola
78
NIKE
Creative examples NU.nl
Examples of cross platform promotion (mobile)
Examples of cross platform promotion (Tablet)
Examples of cross platform promotion (Desktop)
Radical: Reach, Impact and Branding
Radical: Reach, Impact and Branding
Skybox: Reach, Impact and Branding
Radical: Reach, Impact and Branding
Non-spot: Information and service
• Succinctly
• To the point: "what's in it for me"
• News value relatively important
• Get tips and advice
• Since intensive reading habits people tend
be susceptibel for more information
• Headline should be a trigger due to lower
frequency of visits
• Use rich content (e.g. video, games)
• User interaction is important
• Make the message personally relevant
• Be relevant, informative & up-to-date
• News value is important
• Presentation should be clear
• Not too commercial
• To optimize the brand recognition it
mention the brand in the first paragraph
Branded Content
