Why Disrupting the Digital Workflow Status Quo is Smart.
In a few weeks in Las Vegas thousands of broadcast media professionals will attend the National Association Broadcasters (NAB) convention. Many of the attendees are looking for companies and technologies that can improve their digital businesses. One of the challenges in selecting the right technology is balancing current needs while anticipating how emerging trends will evolve. A sports analogy is going to where the ball is going to be, not where it is now. In this article we make a case for applying operational sciences to media workflows as a way to make sure your media company is ready for how the majority of users will engage in the near future.
In the early 1900s a news scoop would last days until the next edition of the paper was printed. Media companies benefited from circulation numbers that were built by adding the number of times people would potentially share their copy of the paper when done reading it. Fast-forward to today and progressive media companies are concerned with every second it takes to publish assets. They also require social sharing to garner enough impressions to fuel their advertising machines.
Time to publish or air a video are becoming critical measurements for the following reasons. Social sharing of certain types of short form ad supported content now generates 80% of their audience discovery. This means that the first media asset published and shared picks up exponential distribution compared with the second asset. For example, consumer one shares a story to five friends and they share with five additional friends. As this sharing takes place, data science platforms like Google and Facebook weight the velocity of shares to surface the content to the top of other discovery engines. A simple designer dress or a grumpy cat can generate millions or even billions of impressions for publishers in just a few short hours.
Once a trending theme emerges media originations want to create and push new content and fresh takes on a popular lead asset. These reaction pieces have even a smaller window to monetize. Every second of the trend cycle equates to real revenue.
Queue theory and the operational sciences have many valuable lessons that media companies can apply to shorten their publishing cycles and immediately generate more revenue. AllDigital has complied a white paper, “What Does One Second Cost? Learn How Media Companies Can Shorten Publishing Cycles & Generate More Revenue.” We invite you to download this free resource.