Data, audience profiling and paid-for mobile content will be key for online publishers - New Media Age
Thu, 8 Sep 2011 | By Gina Lovett
Data, audience profiling and paid-for mobile content will be key to business development for online publishers over the next 12 months, according to the latest Association of Online Publishers (AOP) Content & Trend Census.
The research, which asks AOP members to identify future trends, current opportunities and threats to their businesses, found that 86% of publishers acknowledge they are under using their data assets.
According to AOP director Lee Baker, data assets refers to the value of audience data and how this can be used to bolster ad trading, increase engagement through social media or to inform platform development.
Data really underpins all of these modules, he said. We call it the data-ifcation of media.
Half of AOP members are supporting registration, through various methods, to gather data and help build audience profiles, while a growing number are turning to single sign-ins. These include through Facebook API, for example.
The biggest perceived threat to data development was that of legislation and policy change. Almost half (48%) of members said the EU privacy directive was a threat to business development.
Although the DCMS issued official guidance on changing legislation earlier this summer it said it would take a light touch approach there is still widespread concern among publishers that the consent in obtaining data referred to in the legislation is ambiguous.
Baker added, The AOP advises members to at least have done a cookie audit and know how cookies are being deployed across their sites and how they are harvesting data when the ICO comes knocking next year.
Other key findings:
- Paid content across mobile devices, in particular tablets, are emerging as the primary platforms for paid content. Last year, responses showed that websites would be the main platform.
- Eight in ten publishers have invested in mobile sites, and nine out of ten have mobile-optimised sites
- The top three business opportunities cited for publishers were tablets (94%), adoption of smartphones (92%) and mobile web (81%)
- The top three threats to publishers businesses cited were the economy (67%), government and legal restrictions (50%) and the EU privacy directive (48%)
Earlier this year, the AOP found evidence of data consumer behaviour being tracked without publishers permission (Cover story, nma 24 March 2011). The practice, termed data leakage, means that premium users can be identified elsewhere and bought at a cheaper rate. Its prompted some publishers, such as Mirror Group, to abandon working with third parties and keep commercial solely in-house.
Streamlining data and ensuring its accuracy has also been a focus for some publishers. Last month, new media age reported that Guardian News & Media is overhauling the way it gathers and stores user data, as part of its digital-first transformation (nma.co.uk 9 August 2011).
The move will bring together user data from disparate sources such as apps, jobs, dating and subscriptions into one system, from which GNM will build commercial and content products and services tailored to individuals across a growing number of digital platforms, including connected TV, mobile and online. Creating a single customer view will help avoid duplication of marketing and communications with users.
Others, such as Daily Mail & General Trust, are using loyalty schemes to build relationships with readers and create deep consumer insight. Mail Rewards is set to become a key marketing focus for the title after it garnered more than half a million registered members since its launch in June.
Legislative change, introduced by the revised EU Privacy and Communications Directive, which will be enforced in the UK next year, means that publishers will have to ensure they obtain consent from users when collecting, tracking and storing their data.
Comments
Post a Comment