APRIL 27, 2015

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Condé Nast Exclusive
Publishers Must Employ Mobile-Specific Strategies to Drive Loyalty

In a paper recently published in the Journal of Applied Marketing Analytics, Condé Nast’s own Digital Intelligence team explore the challenge that the shift to mobile content consumption poses to publishers. Focusing on the behaviors and needs of mobile device users, they identify two main goals those users have when accessing online content on their phones. The first is fact finding – looking for specific information to answer a question, often via search engine. The second is browsing – serendipitously finding content, often via social networks, for the purpose of entertainment and passing their time. These two goals, and the access channels that support them, mean not only lower engagement, but also lower brand loyalty. Since cultivating engagement and loyalty is crucial for the success of brands, publishers need to craft effective experiences that are tailored for the mobile audience. The paper outlines several strategies to do this that have been successful at Condé Nast – shorter and more playful headlines for the mobile versions of articles, expanding newsletter signups, and further investment in mobile-friendly emails. The study also stresses the importance of creating mobile ad experiences for the social and local aspects of mobile media consumption, like the C3 unit developed by the Condé Nast Studio.

So what?

By putting the audience at the center and thinking through the unique characteristics of our mobile visitors, Condé Nast has been able to create content and experiences that delight mobile consumers and advertisers alike. But the job is far from done – across the company, we need to continue to develop strategies and tactics that deepen the loyalty of our mobile users and lead the industry forward.

> Click here for report
Digital
Parse.ly: Articles Stay in the Spotlight for Just Two to Three Days

Parse.ly, a real-time optimization platform for online publishers, “parses” articles on publishers’ sites and analyzes them to identify data around metrics such as topics, authors, sections, and referrers. Based on a recent analysis of its large network of participating publishers (Condé Nast being one of them), Parse.ly established benchmarks for the lifespan of articles and posts. According to Parse.ly, most posts have a shelf life of 48 hours with a median life expectancy of 2.6 days. Parse.ly identified that articles performing well on social media (20% or more of all referrals being social-driven) have a median lifespan of 3.2 days. Comparing social networks, Facebook articles have a median life of 3.2 days while Twitter stands at 2.5 days. Evergreen articles are those generating meaningful traffic well beyond their publish dates. Studying these baseline standards can help content producers understand what makes a story last. 

So what?

Condé Nast articles/posts have historically kept pace with the above-referenced Parse.ly benchmarks. By close monitoring of Parse.ly, CN brand teams have the opportunity to identify articles that are outpacing the established benchmarks in real time. These articles have potential value for syndication and or a greater social media push. Any CN staff interested in learning more about Parse.ly should contact Digital or Marketing Analytics.

> Click here for report
Video
Accenture: Television Usage Declines Around the Globe

A new global study from the consultancy Accenture finds that content viewers around the globe are more often moving away from their televisions and to smaller, more convenient screens to watch video. The number of people who prefer to watch television shows and movies on their television (compared to other screens -- computer, smartphone or tablet), declined by 13% versus last year. The lower preference for television parallels a greater preference for watching on computers -- 9% higher than last year. Furthermore, when viewers are watching their televisions, they are often multi-tasking with another screen -- 57% of consumers report multi-tasking with a smartphone while watching TV. Not surprisingly, multi-tasking is most common among global Millennials as 71% report also using their smartphone while watching television.

So what?

Television programs and the commercials within them once commanded not only the largest audiences, but the undivided attention of those audiences. In a relatively brief time, that dynamic has dramatically changed. Not only are people moving away from television, but when they are watching they are often distracted by other screens. That means the advertisers who have long relied on TV campaigns to deliver their messages might find better receptivity on the smaller, more convenient screens that people hold closer.

> Click here for report
Quick Takes
Facebook's Revenue Growth Has Been Driven by Mobile Advertising
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Source: Facebook, Business Insider
Happy Faces are the Most Popular Emoji Category
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Source: SwiftKey Emoji Report, Mashable
Drake Was the Most Tweeted About Artist at Coachella; Ryn Weaver Had The Greatest Follower Growth at the Festival
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Source: Twitter, The Wall Street Journal
Condé Nast
Feedback, questions, ideas for future issues? Please contact:

Phil Paparella
Condé Nast Research & Insights | Associate Director
1166 6th Avenue, 14th fl. | NY, NY 10036 | office 212.790.6044 | philip_paparella@condenast.com

Contributors:
Tamar Rimmon | Senior Manager, Digital Analytics
Robyn Hightower | Manager, Research & Insights