Video, Mobile & Analytics Technology Key for Publishers Future Growth
Publishers’ success relies on delivering the content readers want most on the platforms and devices of their choice. That means publishers need to invest in technology that can help them understand reader behavior and align their content with readers’ interests. And publishers need to embrace a variety of platforms, from video to podcasts, to serve up content in the ways readers want it. Drew Berkowitz, SVP of business development at Wochit, a online video creation platform, believes that technologies like machine learning, social video, and mobile will all play an increasingly important role in providing readers with the most personalized and engaging content.
In the following interview, Berkowitz explains how new technology, in particular video technology, can help publishers take their content strategies to the next level.
What are the most important technologies shaping the media business today?
The media business hasn’t just been shaped by technology, it’s been totally transformed by it. In the past ten years, we’ve seen the total decentralization of content. Where publishers were once able to draw audiences to a single portal or site, we’ve now a host of distribution points, each with its own intricacies.
Now that technology has shaken up the entire content/audience paradigm, the groundbreakers will be the technologies that help publishers succeed in this new mediascape. For example, now that consumers want media to be delivered when and how they want it, media companies need solutions that will enable them to meet the audience where they are and on the device they’re using.
Machine learning, artificial intelligence, and analytics tools are some of the technologies that will give publishers the insights they need to serve the right content to the right person at the right time. If we’re able to see, “this person read this, then that, and went here next,” we can use the behavior as a basis for insights that will enable delivery of more relevant content and advertising. Lastly, as mobile has become the new normal and video plays an increasingly important role in engagement, technology that can ease the creation of new videos and make it accessible, practically for anyone, would also be a winner.
What emerging technology or trends do you think will have a profound impact on the media business in 2020?
Artificial intelligence and machine learning are in their nascency, yet we’re already seeing their impact on the way we connect with audiences. And, ultimately, isn’t this what the media business is all about?
I’m intrigued but skeptical about virtual reality. It has incredible potential to support interesting, creative new scenarios for interaction, but at this time, I’m not seeing the impetus for mass adoption. When someone finally demonstrates the importance of an immersive experience for the user, that’s where the impact will begin. Is Pokemon Go the bridge that will cross that gap? Only time will tell.
What should media companies be doing now to prepare for the future and stay ahead of the curve when it comes to technology?
Include social video in your video strategy and make sure it’s platform specific. Too often, brands take a one-size-fits-all approach to video -- and consumers know it. As audiences place more trust in their social feeds for information, they look to the brands who deliver information that fits their feeds. For brands, the technology exists -- and is getting stronger -- for them to stay ahead of trending conversations and to create platform-specific content that enables them to insert their voice in a timely fashion.
Why do you think media businesses should attend FUSE?
Media businesses need to stay on top of technology trends BEFORE they are happening. FUSE is a great opportunity for leaders within these organizations to learn, network, and hear about what technology is doing and how it can impact their business and set them up for success. Boomtrain will be there sharing insights and best practices in the world of AI & ML and can help you build your roadmap to the future of AI to stay relevant.
How are you helping media and publishing companies discover new technology-driven business opportunities?
This is essentially the entire reason Wochit exists! We help media companies leverage the “video everywhere” opportunity to attract and engage audiences, as well as adapt to and even benefit from evolving models for content distribution and consumption.
Using Wochit’s automated, cloud-based editing tools and library of licensed and rights-cleared content, media companies can rapidly produce video around trending stories and optimize that content for distribution across owned, syndicated and social channels.
Beyond just putting more content in more places, Wochit’s efficiency enables them to test what works so they can fine-tune their strategy and succeed in connecting with audiences.