Question 1

Is desktop still a viable priority for news distribution?

Accepted Answer

No. Mobile internet consumption in the UK has reached 153 billion minutes, significantly outpacing the 101 billion minutes spent on PCs. Furthermore, 89% of all growth in online display advertising is now driven by mobile, making a mobile-first strategy a requirement for survival.

Question 2

Should we invest in developing a proprietary news application?

Accepted Answer

The 'app power law' makes standalone success highly improbable, as 99% of mobile value is concentrated in just 0.01% of available applications. Most publishers will find greater ROI by integrating with dominant ecosystems like Facebook and Google rather than attempting to compete for limited home-screen real estate.

Question 3

How is the discovery of news content changing for digital brands?

Accepted Answer

Social media has displaced search as the primary driver of audience engagement, evidenced by digital-native leaders like BuzzFeed receiving 34% of their traffic from social platforms. This shift necessitates a transition toward content hosting models like Facebook Instant Articles and Google AMP to maintain reach.

Question 4

Where is the growth in the digital advertising market actually coming from?

Accepted Answer

Growth is concentrated in social media and content marketing, with social ad spend reaching £1.16 billion in 2015. Content marketing is expanding at a rate of 25% annually, representing a £5 billion alternative to traditional display advertising which is increasingly marginalized.

The rise of platforms and news distribution

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