A few months ago, I was honored to be invited to speak on a panel at the American Press Institute’s Thought Leader Summit. The American Press Institute is the educational arm of the Newspaper Association of America, and the organization’s aim is “to help the news media, especially local publishers and newspaper media, advance in the digital age.” That sounded great to me, so I headed down to D.C. from Baltimore with some Millennial Media colleagues.
Now that most newspapers’ traditional audiences are viewing content on mobile devices more than any other medium, it is impossible to ignore the smallest screen. This gathering, hopefully the first of many, was an effort to get a bunch of smart people together and try to figure out how to not get left behind in the mobile revolution.
It was truly exciting to be in a room full of “old media” professionals who are starting to realize that, just like on traditional digital and in print, their position as legitimate content producers is both their greatest strength and greatest resource when it comes to mobile. People want what they are making, and where the eyeballs go, advertising follows.
Smart people in a room trying to figure out the mobile revolution.
As journalists know, you have to share information in order to affect change. The organizers of this event distilled the day-long discussion into an awesome report called “Unlocking mobile revenue and the audience: New ideas and best practices.” There were nine major concepts:
- A mobile-first organization has editorial, technology and business teams working together in new ways
- Mobile news presentation should be different from web or print
- Mobile and social media are intricately linked
- Mobile apps and mobile websites are for quite different audiences
- What it really means to “engage” a mobile user
- What you don’t know about the “second screen” and “utility” behaviors of mobile users
- Advertisers buy audiences, not publications or platforms, and data is the key
- Mobile advertising needs more creative thinking
- How to hire or promote for mobile jobs
For me, the standout item on that list is No. 8: “Mobile advertising needs more creative thinking.” I couldn’t agree more. Since the technology is reaching a point where everyone has a similar set of tools, the quality of the creative thinking behind that technology is going to be more and more important. Check out the full report here.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.