Digital Content Next

WhatsApp may be the fourth most popular social network in the world. However, to date it has not been a place publishers have had much success building audiences. Over the last few years though, the Meta-owned messaging app has been building out capabilities for brands to connect with its thousands of millions of users. One promising component, WhatsApp Channels, was launched globally in September 2023 following a few months of trials. Rather than being a two-way communication tool like Communities or chats, Channels are a broadcast feature; the first time WhatsApp has experimented with this type of one-way communication. Despite the relative newness of Channels, WhatsApp is an established, trusted and popular platform with audiences. A year on from its official launch, publishers who made the move to launch Channels early on are seeing success. Esther Kezia Thorpe spoke to Bloomberg, Yahoo Finance and Reach plc about how they are using WhatsApp Channels to connect with global audiences, drive pageviews, and experiment with content sharing. https://lnkd.in/ehPCvRPX

Digital publishers are under the gun to scale faster, monetize smarter, and do it all with fewer resources. The knee-jerk reaction? Automate everything. But here’s the kicker: not all automation is created equal. Off-the-shelf AI tools promise quick fixes. However, they often fall short when it comes to optimizing the complex Order-to-Cash (OTC) process in ad operations. It’s time for the media industry to embrace a purpose-built, integrated approach that transforms ad operations from a cost center into a dynamic growth engine. It starts with a focus on refining the OTC process in ad operations. This way, you can identify—and rectify—inefficiencies that can lead to lost revenue and missed opportunities.  | By Jay Jay Kulkarni, CEO – Theorem https://lnkd.in/gSCsyTCp

As news consumption evolves, The New York Times’ R&D Lab department is at the forefront of redefining how stories are told. Their goal? To enhance the narrative experience without sacrificing journalistic integrity. With a focus on exploring how emerging technologies can be applied in service of journalism, the department is proving that innovation can enrich journalism rather than distract from it. But it’s a fine balance. In a landscape littered with shiny new things, where innovation is often considered a buzzword, the R&D Lab team pioneers new technologies to serve the story. Scott Lowenstein, director of research and development strategy at The New York Times, oversees the R&D team, leading experimentation with the next generation of storytelling. In a conversation with Jessica P., Scott describes how his team works on applications of emerging technology in the service of journalism as well as to evolve The NYT's products and business objectives. https://lnkd.in/gsuYghev

Always excited to see the innovation of our members. Here, PBS uses its edutainment powers for good and gives a master class in its ability to reach new audiences while staying true to its brand and mission. Thanks for working with us on this story Amy Wigler and Marissa Nicole Pina!

In today’s rapidly evolving media landscape, publishers and broadcasters increasingly look to AI to reach new audiences and build loyalty. At Arc XP’s recent Connect London event, a panel of industry experts—Lisa Anzinger, Enterprise Lead at Echobox; Aliya Itzkowitz, Strategy Manager at FT Strategies; and Madeleine White, VP of Marketing at Poool—shared their insights on how AI is reshaping engagement strategies for media companies. Here are the key takeaways and actionable insights. | By Dorinne Hoss, Arc XP https://lnkd.in/ei_vC3Ac

Gone are the days when a sports fan could locate their favorite team’s game quickly on a predictable outlet. Instead, broadcast contracts are divided among many media outlets, with sporting events appearing on dozens of broadcast, cable and regional sports networks, as well as streaming services. In fact, it’s gotten so tough that ESPN thinks that the biggest win for sports fans may just be having an easy way to figure out where an event is being offered in time to catch the opening kick-off, tip-off or puck drop. | David Weldon recently spoke with Casey Grabbe, senior director of ESPN Strategy, and Chris Jason, executive director of ESPN product management, on the development and objectives of this ambitious feature. [If you like this story, please subscribe to DCN's weekly newsletter at the bottom of the article to read more like it every week.] https://lnkd.in/esnZk5XA

In this episode of the MadTech Podcast, ExchangeWire CEO Rachel Smith is joined by Jason Kint, CEO of Digital Content Next, to discuss how Donald Trump’s victory in the 2024 US election could affect the ad tech landscape. Jason expands on:  - Where Trump’s win leaves the current state of legislation and anti-competition cases  - How companies under legal fire (Google and TikTok) might be reacting to the news  - Who stands to benefit from Trump’s return to the White House  - How Trump’s win could impact innovation in the landscape #AdTech #NorthAmerica #US

In a market crowded with content and faced by younger demographics that lean into individual creators over institutions, landing on a strategy that doesn’t just reach the audience, but truly engages them is the recipe every media company is trying to perfect. For its strategy to work, “people are essential,” says show host and PBS’ Senior Manager of social Engagement and Multiplatform Marketing Marissa Pina. “We talk a lot about authenticity, connection and communication. To do that you need to be able to connect with a person.” Read more about the launch of PBS Film Club: (And if you like this article and want to read more like it, subscribe to our newsletter at the bottom.) https://lnkd.in/ePDEdCvT

The grey zone: Where the media fits into fake news The spread of fake news via social is a significant issue. However, as digital society scholar Heidi Gautschi posits, the need for online reach (largely driven by social media) incentivizes all content creators to pursue audiences by any means necessary. Therefore, the news media is among those who must face the unintended consequences -- particularly as they strive to rebuild trust and revenue. https://lnkd.in/e6GU4u5B

One one of my favorite shows, Hot Ones, Matt Damon discussed how DVDs once generated huge revenue, allowing studios to take more creative risks because they could rely on profits from DVD sales after a film’s theatrical release. Hollywood content creation, Damon says, now centers on box office hits that drive significant revenue in their theatrical run. In news media, revenue reliance is on digital ads, subscriptions, and paywalls.  It made me think about how the news media industry has also undergone drastic changes due to technology, shifts in audience consumption habits, and declines in traditional revenue streams like print subscriptions and classified ads. Both industries now take fewer risks in unpredictable environments, arguably leading to a drop in content quality and diversity. While exceptional work is still produced, the shift toward safer, commercially viable content is evident. Yet the evolving landscape hints at a future that demands a more integrated and adaptive approach. By Richard E. Brown https://lnkd.in/eM2Duaez