Liiketoiminta, Yleisön ymmärtäminen & analytiikka

Mihin media menee 2018? Tässä Reuters-instituutin tuoreen raportin keskeiset pointit (osin) suomeksi jäsenneltynä

Näyttökuva 2018-02-01 kello 18.05.09

Jos median ja teknologian tulevaisuus & näkymät tälle vuodelle kiinnostavat, tämä kannattaa kahlata läpi! Jäsennän tähän kirjoitukseen keskeiset pointit muutama päivä sitten julkaistusta 50-sivuisesta raportista, jonka on tehnyt Oxfordin yliopiston arvostettu Reuters-instituutti (ladattavissa pdf-muodossa linkin takaa). Nämä ennustukset ovat hyvin usein osuneet kohdilleen. Raportin on koonnut yksi alan johtavista asiantuntijoista, digistrategi Nic Newman, johon olen saanut kunnian tutustua muutama vuosi sitten.

(Pelkät väliotsikotkin lukemalla pääset kartalle – havainnot ovat sekalaisessa järjestyksessä ja osin vapaasti kääntäen)

Data nousee kaiken keskiöön

“This could be the year when media companies recognise how critical data will be to their future success. In our survey, almost two-thirds of publishers (62%) said that improving data capacity was their most important initiative for the year ahead. Closely related, over half of publishers (58%) said registering users was considered very important, with another quarter (26%) saying this was quite important. Moving audiences from the ‘anonymous to the known’ is critical for publishers looking to create a deeper relationship with audiences and to provide more personalised and relevant services. This is the next battleground for media – and having the right data infrastructure and skills will be the key to making it work. — As one example, UK publisher the Daily Telegraph wants to grow registered readers to 10m as it moves away from a mass reach strategy to one based on maximising revenue from a smaller number of logged in users.”

EU:n tietosuoja-asetus nousee keskusteluun (voimaan toukokuussa 2018)

“Effectively this means that from early this year many publishers will have to ask again for consent around various permissions including emails, profling customer’s data, or sharing it with third parties.”

Keinoäly tulee entistä isommin uutisorganisaatioihin

“Surprisingly, almost three-quarters of those we surveyed said they were already using some kind of artifcial intelligence, by which we mean computers that learn over time – independently – to improve outcomes. Respondents told us about projects to optimise marketing, to automate fact-checking, and to speed up tagging and metadata. Many of these are R&D projects at this stage but expect a signifcant number to move into production over the next year.”

Ääniohjattavat virtuaaliapurit alkavat yleistyä kunnolla – niihin kytketään yhä useampia laitteita, “mitä TV:stä tulee tänään”

“Adoption of voice-enabled smart speakers like the Amazon Echo and Google Home is taking of rapidly, with one report (Juniper Research) suggesting they will be installed in 55% of US households within five years.”

Älypuhelimien käytön kasvu jatkuu

“The 2017 Reuters Institute Digital News Report showed that, on average across 36 countries, 46% of smartphone users accessed news from bed and 32% in the bathroom or toilet.”

Battle of the lock screen eli notifikaattien taistelu kännykän ruudulla kovenee

“Our lockscreens are increasingly becoming cluttered with a range of messages and push notifcations from our favourite apps. This is leading to many consumers deleting apps that send too many messages. In the news space, media companies now compete with aggregators like Apple News and Google News that are also sending more alerts based on previous reading history and other signals.”

Lisätty todellisuus ja VR ottavat vihdoin kunnon harppauksen eteenpäin (no, tätä ennustettiin jo vuosi sitten…toim. huom.)

Mobiilimaksamisen yleistyminen mahdollistaa käteisettömän yhteiskunnan, minkä myötä mikromaksaminen yleistyy myös uutispalveluissa

“Some Chinese mobile news sites have introduced small per article payments for journalists/ authors and the same process applies to livestreaming of content.”

Mediatalot pakittavat satsauksissaan videoon. Osa keskittyy jälleen enemmän tekstisisältöihin, osa tekee kokeiluita audiolla (tai näillä kaikilla yhdessä). Pakittamisen syy on tässä:

“Many publishers will need to decide whether producing lifestyle or unscripted video for Facebook still makes sense. Video production is expensive, logistically difcult, and hard to scale. Even basic news production will need re-evaluating. With little prospect of pre-roll ads in the news feed, revenue will be limited or non-existent.”

Mainostamisen merkitys pienenee, tilausmaksujen kasvaa

Our digital leaders survey shows a clear but not universal view that advertising will become less important over time (62%), with than one in ten (10%) saying they are actively planning for a future with little or no display advertising. This is a signifcant turnaround. Adjacent display worked well in print, was largely ignored on the desktop, and has become irrelevant on a mobile screen.

“Täppäämällä eteenpäin”-tarinankerronta lisääntyy

Kerrontamuoto tuli viime vuonna entistä tunnetummaksi Facebookin Stories-kloonista, Instan kuvakarusellisuudistuksesta ja Whatsappin statusviestiominaisuudesta. BBC Newsin sovelluksessa on kokeiltu samanlaista lähestymistapaa.

“We going to see more of these visual, swipeable story formats in 2018. Facebook is boosting the prominence of its own stories and will also enable cross-posting of Instagram ones. Asian tech platforms like China’s Sina Weibo are getting in on the act while Kakao in Korea has its own Stories app.”

Mediat ottavat etäisyyttä somealustoihin, aivan suurimpia mediataloja myöten. Mutta Googlea pidetään kilteimpänä

“Not all tech companies are viewed with equal concern. On a scale from 1 to 5, there is a more positive view on average of Google (3.44) and Twitter (3.23) than there is of Snapchat (2.82) and Facebook (2.57). Sentiment towards Facebook in particular seems to have worsened following its perceived role in promoting fake news, the lack of promised revenue for video, and a sudden drop in Facebook referrals to many news websites since the summer.”

Vuonna 2018 selviää, mitä FB:n satsaus omaan “Netflixiinsä” Watch-palveluun oikein tarkoittaa. Facebookista tulee mediayhtiö, tulkitsee Reutersin raportti.

“Facebook is talking about investing in ‘hero shows’, perhaps even owning programme rights for the frst time, which would severely weaken its claim not to be a media company. “

Faktantarkistajien kirjo kasvaa, “the Rise of ‘Alternative Fact-Checking”

”This year, we’ll also see more focus on challenging inaccurate information in third-party platforms. Platform (and government) funding of independent fact-checkers will increase in 2018, along with technical (semi-automated) solutions to help them do a better job. — Expect more rows over who is ‘allowed’ to be a fact-checker and the frst ejection from the approved list for breaching agreed rules.”

Brändin tunnistettavuuteen kiinnitetään erityisen paljon huomiota, somealustojen odotetaan tekevän toimenpiteitä tähän suuntaan, kun viime vuonna ne olivat lähinnä pistemäisiä kokeiluja

“Better Labelling and Prominence for Authoritative Brands In the fragmented world of the internet, the focus is shifing from fguring out what to believe to who to believe. The ability to identify trusted brands or people quickly will be at the heart of healthy information ecosystems but we are still some way from that. Reuters Institute research showed that less than half (47%) typically recognised the news brand that had created the content when accessing news in Facebook, Twitter, or Google (Kalogeropoulos and Newman, 2017).”

Verkon uutis- ja ajankohtaissisällöt leviävät yhä useammin viestisovellusten kautta – kehitys jatkuu

“In our Reuters Institute data, messaging platforms like WhatsApp and Facebook Messenger are growing rapidly in general but also for news, while Snapchat resonates most with 18–25s. Instagram has also been one of the fastest growing networks over the last two years as it moves to capitalise on new mobile behaviours and richer story-based formats. Facebook owns all of these companies except Snapchat and continues to dominate the social sphere (80% touch a Facebook product weekly according to Digital News Report data). It has also started to integrate its services more closely, using this ‘data lake’ to ofer advertisers unprecedented opportunities for micro targeting of consumers. Meanwhile, Twitter continues to struggle for growth though it has been making attempts to improve usability, adding algorithmic selection of content, better threading and a longer character length.”

Alle 13-vuotiaita houkutellaan Facebookiin uuden sovelluksen myötä

“FB Messenger Kids will be rolling out through 2018, offering a service for this age group where parents must approve and verify all new contacts, though they are not entitled to see the content itself.”


“There is no sense that the technology revolution is slowing down. If anything it seems as if we are the beginning of a new phase of disruption. The era of artifcial intelligence will bring new opportunities for creativity and for efciency – but also for greater misinformation and manipulation.

— News organisations need to rethink their role in a world where people increasingly do not seek out media but are instead immersed in it (Beckett and Deuze, 2017). Changing journalistic culture will be critical part of that along with selecting the right strategies. While AI, voice, AR/VR, messaging, and the shif to subscription are amongst the key trends ahead, the timing and precise form of these opportunities remain uncertain. Choices will still need to be made about what is most important for any particular organisation at a particular time.”

PS. Julkaisin tämän alun perin FB-sivuni postauksena, mutta se oli niin pitkä, että ilmeisesti rikoin FB:n, joten siksi kirjoitus on myös täällä…



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