Author Archives: Andrea Lamperti

Digital Strategy & Innovation

Digital Copyright, the start of a new era? Really?

Until not too long ago we were wondering what the big printed paper publishers should do about Google and Facebook. If these international Over The Top were to be considered more a threat or an opportunity. We have witnessed the like and fan battle first (but what exactly should we do with Facebook fans?), then the bickering on Instant Articles, AMP, YouTube, etcetera. Today we can start all over again, with the introduction in this scenario of the digital copyright provisions established by vote by the European Union. The big platforms, in fact, will no longer be able to use artistic and journalistic content without paying the sources. Note: it will still be possible to simply link the page containing the news or content, what will no longer be possible is offering a free summarized preview (text with images) that “satisfies” users’ needs, persuading them not to click on the said link.

So, once again: what should the big printed paper publishers do about Google and Facebook? Yes, because it’s not enough to claim victory for a European law – which is still in the making and will then require the incorporation of single State Members – that at least on paper, is on the side of publishers and journalists. It is necessary to once again wonder how to interpret, now, the new market scenario.

Here are two possible versions.

The first: it will no longer be convenient for the big platforms to invest in information, therefore they will give up all efforts in this area (as an example, no more Google News). In addition to publishers’ loss of revenue caused by the absence of links/previews in their articles, the same publishers will experience a reduction of traffic on their sites with consequences on advertising revenue. Though the first part is only “hypothetical” (as of today publishers are not compensated in any way), the second is absolutely differential compared to the current scenario, and a further drop of traffic would cause even more problems to the already marginal advertising revenue.

The second: publishers continue to be present on these platforms. Ok, but at what cost? Publishers’ “negotiating power” is such that it can elicit better conditions than the few currently effective (for example an advertising split of advertising spaces available in AMP and Instant Articles)? If we think about it carefully, any offer made available by OTTs and publishers to enable the use of their news and articles at a very low price would be better than nothing. What alternative revenue sources do publishers currently have that would enable them to turn it down? In what other way do they think they could make more?

Because the real matter is not so much the use of artistic and journalistic contents.  The real issue is: what alternative is possible?  It is on this that a publisher, or even better, the publishers combined (it would be about time) must reason.

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Social Media Strategy & Management

Will European anti fake news measures prove effective?

The European Union sharply criticized the practice of disseminating fake news guilty of manipulating the public opinion, therefore posing a real threat to the stability and cohesion of societies. Hence the much longed for “anti-fake news” measures that present, in particular, indications and restrictions for the various social networks in addition to aids for traditional media to sustain quality information.

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Business Intelligence & Analytics Strategy

The 5 things to remember after the Facebook-Cambridge Analytica case

For a few days now the Media have been focusing their attention on Facebook. Allegedly, the company granted the analysis firm Cambridge Analytica (CA) access to the profiles of over 50 million American citizens, to whom CA allegedly targeted messages during the Presidential election campaign, ultimately favoring Donald Trump’s election. Without looking into the matter in legal terms, but trying to interpret the impact on the sector and, more in general, on society, 5 key points have emerged from this episode that are worth remembering and that reaffirm the characteristics of the current digital market.

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Digital Marketing & Sales

Online advertising: new “intelligent speakers” to promote digital audio

The online audio advertising market, that is, Internet audio adverts, in the United States reached 1.1 billion euros at the end of 2016 but nearly nothing in the non-anglo-saxon world, though this could completely change. With the ever increasing spread of streaming music offerings, through subscription models and, even more, free but with advertising, these spaces will be increasingly present to investors’availability. Additionally, a greater number of consumers tends to use mobile tools also without using the screen, thus boosting audio only communication: just think of audio texts in instant messaging systems, voice assistants, the use of headphones to make calls, listen to music, etc.

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Digital Marketing & Sales

Advertising: what investing on the Internet means (Today). And then there is Television

The internet collects 30% of advertising investments in Italy. For some years now measuring has become an online investment mantra, together with everything that rotates around it: indicators, KPIs, viewability, etc. The use of user data that more or less legally is collected by investors and advertising supply chain players, has enabled to fine tune online advertising campaign targets, raising the attention on spending only where there is the possibility of conversion.

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Digital Marketing & Sales

Can online video drive European economy?

The European Parliament is discussing the new Media services policies, particularly for TV and the Internet. As regards television, the current proposal is to restrict TV advertising time to a maximum of 20% per day (the limit in Italy today is hourly). Instead, as regards Internet on demand services, the idea is that at least 30% of the catalogue proposed consists of contents of European origin.

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