return Home

Five key media tech trends from July

In a dramatic end to the month, another White House communications professional was removed from office, while Facebook reportedly had to shut down two artificial intelligence systems after they invented a language of their own and began conversing in it. Here, we look at the stories that made the media-tech headlines in July, and beyond to some of the more specific trends shaping our industry today.

Another one bites the dust

Or insert your own Queen-song related accompaniment, as Anthony Scaramucci, the one-time 10-day communications director of US President Trump’s regime, was removed from office at the beginning of this week. If you want to catch up on the full story it’s here, but what this latest episode does undoubtedly show is another example of one of the largest institutions in the world struggling to get to grips with it communications strategy in the modern media environment.

On the morning of Monday 31st July, US President Trump awoke to tweet to his 35 million followers that there was “No WH chaos!” Less than twelve hours later, his newly appointed communications director and the man supposedly charged with controlling the message coming from within these four walls, was removed from his position in another chaotic day for US politics. It’s another reminder that in a world of ‘always on’ and increasingly now with the mainstreaming of social media ‘always opinionated’, it is becoming increasingly difficult to control the message - even for an institution as powerful as the US Government.

 

 

Facebook shuts down AI

The political sphere was not the only arena to court media-tech controversy in July, as closer to home Elon Musk and Mark Zuckerberg traded comments on the future of artificial intelligence. While Musk - himself an artificial intelligence pioneer - seeks regulation on the industry, Zuckerberg appears to be taking an altogether more relaxed approach: “I think people who are naysayers and try to drum up these doomsday scenarios — I just, I don’t understand it. It’s really negative and in some ways I actually think it is pretty irresponsible,” he told audiences on Facebook Live.

The spat ran as a precursor to the related news story that: ‘Facebook’s Artificial Intelligence Robots shut down as they start talking to each other in their own language’ (Independent, UK). Look more closely at the end of this Independent article however, and it reveals the sensationalism that has been applied by the consumer press: Update: “This article has been amended to stress that the experiment was abandoned because the programs were not doing the work required, not because they were afraid of the results, as has been reported elsewhere.”

Nonetheless, AI is clearly of growing concern – to both business and consumers alike – and last month the subject found its way firmly into the mainstream.

 

  

 

Publishers pivoting to video

Another trend that is of great interest to publishers right now, and has been for some time, is online video. Earlier this month the Twitter streams lit up, as MTV announced that it was ‘shifting resources into short-form video content’ and was subsequently ridiculed. Behind the laughter, there are serious questions being asked about this growing media trend: do audiences value media content as much as we, as an industry, believe they do?

It often seems like the modern, progressive thing to do, to update content from text formats to moving pictures. But when you’re sitting on a train at 7:30 in the morning and struggling to pull out a 3G, let alone an internet signal, is this really the easiest way of consuming the morning’s news? Add into this a whole host of industry level issues, including expensive outlay and staff layoffs, and it’s no surprise that some media owners are beginning to think twice about the level of investment that they are seeking to place into this content channel. It’s a trend that was explored eloquently in July by Bryan Curtis, editor-at-large for The Ringer.

 

MTV ()

 

Condé Nast neuroscience

As media content moves increasingly onto social platforms, media research is evolving too. Condé Nast recently teamed up with market research firm Neuro-Insight to measure the impact of its posts on memory encoding and emotional intensity, in a study tracking how 200 consumers interacted with its sponsored fashion, finance, beauty and auto posts. The findings showed high levels of resonance for Condé Nast posts across both platforms — specifically, its videos were 60 per cent more effective at memory encoding than traditional YouTube pre-roll advertising and 17 per cent more engaging than general Facebook content, including user-generated posts from friends.

Josh Stinchcomb, chief experiences officer at Condé Nast, said ultimately the study served to affirm and legitimise the company’s existing digital efforts, but will also help inform ways for the company to evolve across its brands: “Increasingly our social feeds and our YouTube channels are becoming major distribution points for all content we create, editorial and otherwise,” he said. “So much of advertising impact is subconscious. We really wanted to delve into how people were responding to advertising within the brain and get a more nuanced and holistic read.”

You can read the Condé Nast story in full here.

 

neuroscience ()

 

New YouTube champion crowned

July also produced another seminal moment in the world of media-tech, as a new YouTube champion was crowned. Wiz Khalifa’s See You Again music video reached a total 2.93bn global video views, to overtake the 2.91 billion of Gangnam Style. It’s another good example of how difficult it can be to predict viral video trends, or indeed to plan for their implementation. With online video proving to be such an important trend in the global media industry at present, FIPP has analysed some of the secrets behind this success and how publishers can hope to emulate it.

 

Wiz Khalifa See You Again ()

 

 

More like this

Five media tech trends from March

Five key media tech trends from April

Five media tech trends from May: AI, VR, Snapchat, Chrome ad-blocker, and subscriptions

Five key media tech trends from June

  • Behind Time magazine covers: a Q&A with DW Pine

    Chronicling the nation’s issues, events and history as it happens, Time magazine shies away from nothing and creates emotional impact in an instant. Time magazine is known for its iconic covers, something D.W. Pine, Time’s creative director, recently called “one of the most iconic pieces of real estate in journalism.”

    14th Jan 2019 Features
  • Rob Ristagno, founder and CEO of Sterling Woods, on the power of membership programmes

    At a time when media companies are seeking to find alternative sources of revenue to advertising, membership programmes have taken centre stage. Over the past couple of years we have seen The New York Times, The Guardian, Politico and others enjoy huge success in monetising readers in this way.

    14th Jan 2019 Features
  • How Thomas Cook resurrected a print magazine that died in 1939

    One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.

    14th Jan 2019 Features
  • How Beano used data and insight to give digital life to a print brand kids love

    The longest running British children's comic magazine, Beano, has gone through a huge revolution in the past two years transforming itself from a purely print magazine into a global digital platform. At the recent FIPP Insider event in London, Hayley Granston, commercial MD, Beano Studios, UK, explained how they used data and insight to reinvent the iconic British brand for today’s tech savvy kids.

    10th Jan 2019 Features
  • How Italy’s most successful cooking website went multi-platform - all the way to print

    Spinning off a monthly print magazine in 2017 to create an additional revenue stream for Italy’s hugely popular cooking website, Giallo Zafferano, was such a significant success that it sold 2.5 million copies in the first year, says Daniela Cerrato, head of digital product marketing of the Italian magazine division at Mondadori Publishing Group.

    7th Jan 2019 Features
  • Magazine media M&As - what happened in 2018 in review

    In this industry, change is constant. Though, over the last number of years, we've seen increasing numbers of mergers and acquisitions on the media landscape. 2018 was no different, with magazine media marketplaces restructuring, consolidating and diversifying. 

    7th Jan 2019 Features
  • Behind Time magazine covers: a Q&A with DW Pine

    Chronicling the nation’s issues, events and history as it happens, Time magazine shies away from nothing and creates emotional impact in an instant. Time magazine is known for its iconic covers, something D.W. Pine, Time’s creative director, recently called “one of the most iconic pieces of real estate in journalism.”

    14th Jan 2019 Features
  • How Thomas Cook resurrected a print magazine that died in 1939

    One of the greatest successes born from the new Thomas Cook Media and Partnerships division within the Thomas Cook travel agency was the rebirth of the printed magazine, The Excursionist, originally founded in 1851. Speaking at FIPP Insider in London, Ed Marr, group head of commercial publishing, media and partnerships at Thomas Cook Group, explained how an integrated multi-channel media offering within the holiday retail company made this possible.

    14th Jan 2019 Features
  • The Atlantic launches "Unthinkable": 50 Writers. 50 Essays. 50 moments that define the Trump presidency

    As we near the midpoint of the Trump presidency, The Atlantic has cataloged the 50 most norm-bending moments of the administration, analysed by 50 of The Atlantic’s writers and contributors. The digital report, “Unthinkable,” enumerates the incidents that would have been unimaginable under most any previous US president, Republican or Democratic.

    14th Jan 2019 Industry News
Go to Full Site