Young audiences are the future. Can news publishers create a lasting bond with young audiences? Will understanding their values yield successful products that draws and keeps the Generation Z audience?
As digital natives, Generation Z are aware and critical, and have high expectations about the content they consume. They distinguish between different types of news and are acutely aware of filters. Yet the clicktivism of social media, and the polarisation of opinion this creates, means more of a challenge for traditional news media. They lack trust in traditional media.
The pandemic has left us with an even more fragmented world. Prestigious leaders from other industries will offer views on what’s needed to build a narrative of the future.
AMI’s quarterly report, prepared in collaboration with Deloitte and Media Hotline offers projections to the end of 2021 and a forecast for next year.
Generation Z is unique, having grown up with social networks that prioritise audio and video. They are sensitive to the ways in which technology impacts their world. This session features pioneering media which engage with these generations in a holistic way by creating dedicated, cross-functional teams to better understand and serve this audience.
Over the last 10 years, advertising and the way it is managed has evolved towards programmatic automation and self-service, allowing large technology players to dominate the industry and detract from traditional audiences.
The trend towards self-service is clear. In the same way that large supermarkets and retailers are developing their own market place to compete against Amazon, similar initiatives are occurring in the publishing sector, such as Zeus Prime, an Ad-Market Place developed by the Washington Post.
Just because new generations are more active on different platforms doesn’t mean we have to focus only on engagement. There are other ways to monetise content. This session focuses on branded content for these groups.
2b is a media group that specialises in connecting with young Spanish-speaking audiences. With offices and production studios in Spain and Latin America, it has two main divisions: 2bOriginals and 2btube.
Pictoline is an illustration and information design company. Through various visual formats, we transform any kind of information into content that can connect with millions of people more empathetically, quickly and easily.
Audio has become a reference element for many publishers when it comes to building audience loyalty. A convenient format and differential content seem key to adapting the offer to new consumption habits. The rise of podcasts among younger audiences has created a further form of link between publishers and new consumers due to their easy consumption via smartphones and the variety of voices and perspectives on offer.
Having a vibrant digital audio ecosystem in the future may attract more members of the so-called Generation Z. That’s why Spotify, whose core audience is millennials and centennials, has an ambitious plan to become the destination for digital audio: not just music, but also news, narrated stories, live talk, audiobooks and education. What can we learn from the big platforms specialising in these formats about engaging the young and not-so-young, what formats and content work best for these audiences, what are the possibilities for media and exclusive content creators? In this session Carolina Guerrero, CEO of Radio Ambulante, one of the most successful podcasts in the Latin American market, will talk with Javier Piñol, Director of Spotify Studios for Latin America and US LatinX, about the development of original and exclusive podcast content in this new era of podcasts and the different opportunities for media and content producers.
In such a competitive landscape, publishers need to make the most of digital technologies.
In this session, Jonathan Brandford, Senior Director of Product Marketing, will share some key lessons from the wider digital industry and show how some of Outbrain’s latest innovations are enabling publishers to drive greater audience engagement and build lasting audience relationships.
Obsessed with TikTok. Like generations past, today’s teenagers and young adults have been mythologised as unique creatures with needs, desires and habits divergent from those of previous generations. Labels have been applied that influence where and how we communicate with this new group of consumers. But are we on the right track?
To build a true community, the golden rule of social media is timeless: Don’t join a platform if you have nothing to say on it. The success of news organisations on TikTok, Instagram or Twitch will depend on our efforts to understand the audience that populates that platform. 2022 may be the year when we spend more time asking members of Generation Z what they really want from us…
