It’s Baloney Mobile Is Only For Snackable Content: Bauer Media’s Carl Hammerschmidt

It’s Baloney Mobile Is Only For Snackable Content: Bauer Media’s Carl Hammerschmidt
SHARE
THIS



There’s been all this chatter about mobile devices being ideal for short pieces of content, those “snackable” bits of writing and video for people to wade into at their leisure. However, Carl Hammerschmidt, managing director of Bauer Xcel Media, believes that while, yes, there is a place for these bite-sized pieces, often it’s not enough.

Despite what much of the industry believes, Hammerschmidt is adamant consumers are still reading the 1000 plus word features on phones.

“The working assumption has always been that phones are best suited for quick-hit stories, for tweets, rather than immersive long-form reads and it’s primarily the stuff of grocery lines and coffee shop lines,” he told the audience at a digital publishing conference from digital industry body AIMIA.

“One of the things that has become supremely pronounced over the last six months is that snackable content…isn’t always enough.

“While it would be naïve to ignore the importance of having that balanced content strategy, we’ve started to see a real shift, not just in text articles but also in the way people are viewing longer form content in video on mobile devices.”

Carl Hammerschmidt

Carl Hammerschmidt

There’s no denying the importance of mobile devices, however it just goes to show how quickly times can change as just under a year ago, Fergus Stoddardt, content marketing specialist at agency Edge, said many brands just weren’t getting this whole content marketing thing as they need to deliver snackable content.

And while this is still the case, there’s more and more reason to put long-form content on mobile devices, according to Hammerschmidt.

Exemplifying this, Hammerschmidt brought up an example of Bauer Media magazine content, an article from The Australian Women’s Weekly.

The article from the AWW was a 1200 words long piece about the growing rates of binge drinking among women that received around 70,000 page views, according to Hammerschmidt.

“When you start to look at the way people have engaged with the article all the way through the 1200 words it becomes really interesting.”

Producing a visual of a thermometer looking thing, Hammerschmidt proceeded to explain how many of the readers tapered off near the start, however about half the chunk continued to look through the article.

If-Content-is-Good-Readers-Engage

“All the way to the bottom you’ve still got 50 per cent of people still reading,” he explained. “It’s a 1200 word feature article, it’s proper long-form magazine journalism and it’s been seriously engaged with because it’s been served up at the right time and the right place.

And if you look at the time on page per device – where the average time was two minutes 43 seconds – mobile beat all other devices with three minutes and 30 seconds.

“If the content’s good, readers engage with it,” said Hammerschmidt, echoing similar thoughts from Peter Birch who recently told B&T the term ‘content is king’ is rubbish.

“Everyone in the digital world says, ‘content is king’,” said Birch. “Well, that’s nonsense. Good content is king, and there is a difference between good and bad content. Just being transparent to advertisers saying, ‘here is a long list of publishers that I represent on my network,’ is one thing, but transparency doesn’t equal quality.”

Latest News

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ
  • Media

Havas Secures Exclusive ‘Fight Of Champions’ Broadcast Rights With Foxtel For Australia & NZ

Havas Sports & Entertainment ANZ, a division of the broader global full-service agency Havas, has confirmed an exclusive deal with Foxtel to showcase the World Boxing Association (WBA) Welterweight Championship across the trans-Tasman. Billed as the ‘Fight of Champions’, Manny Pacquiao and Lucas Matthysse will square off for the WBA Welterweight belt this Sunday. Havas […]

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?
  • Media
  • Opinion

The Question On Everybody’s Lips At Cannes: How Did Tesco Win The Grand Prix Media Lion?

In this guest post, PHD’s Chloe Hooper (pictured below) analyses the campaign that claimed top honours in the Media category at Cannes this year. I sat in the auditorium as the Cannes Media Lion winners for 2018 were awarded. One thing became instantly clear to me: it is all about taking home Gold or the Grand Prix. […]

Opinion

by B&T Magazine

B&T Magazine
MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope
  • Advertising
  • Campaigns

MINI Australia Showcases New ‘Connected’ Vehicles Via Vizeum & Posterscope

An integrated campaign by Vizeum Melbourne for MINI Australia’s new ‘Connected’ vehicles will see digital out-of-home (DOOH) served via Posterscope’s Liveposter platform. Delivered centrally, the campaign will showcase the flexible qualities DOOH provides via multiple creatives targeted with specific data overlays such as location, traffic, time of day, and weather triggers such as rain. The […]

Women In Media Profile: Lisa Sheehan
  • Media

Women In Media Profile: Lisa Sheehan

The delightful Lisa Sheehan straps into B&T's "cage of truth" we actually prefer to call our Women in Media profiles.

by B&T Magazine

B&T Magazine
News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day
  • Advertising
  • Campaigns
  • Marketing
  • Media

News Corp, Storyful & Fox Sports Join Forces To Support AIME Hoodie Day

News Corp Australia, Storyful and Fox Sports have joined forces in support of 2018 AIME Hoodie Day with a creative advertising, PR, social media and editorial campaign across print, digital, and broadcast media. Fox League presenter Hannah Hollis (pictured above) fronts the AIME Hoodie Day campaign, conceptualised, designed and created by News Corp’s trade marketing […]