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Video Q&A: Haymarket Group Director Patrick Fuller

Haymarket's Patrick Fuller on video, social, paid content & mobile
Haymarket Group Director Patrick Fuller is speaking at our next event on 7 September: the AOP Digital Director's Forum, alongside IPC, Trader, Incisive and CBSi - find out more / book your place (free for publisher members.) We caught up with Patrick ahead of the event - below is a summary of the video:
On paid content: freemium vs. micropayments: 'If micropayments become truly micro, that could change things, but we're concentrating more on allowing people free access for a period, to realise why a brand is worth something, and then encouraging them to subscribe, and giving them extra benefits when they do.' On the most exciting areas of social media, he cites Haymarket's activities around niche brands, and for international audiences, regaining audiences that have been lost in print. In terms of tracking users on social media, 'The tools that the social media sites provide are still quite basic'. Meanwhile: 'Publishers are getting better at tracking incoming traffic... Ad clients are also encouraging us to look beyond our own sites when it comes to user behaviour to justify the ads that they're booking on our sites... I think that's something we'll become more focused on, and better at exploiting in future.' Video has been a core component for the past 10 years, and 'has a protected status within our editorial products.' In terms of monetising video, 'beyond syndication, it remains a challenge. If you have a premium strategy, as we do, you don't want to undersell it... But it is frustrating that our biggest audience for our video is on YouTube, which is very hard to monetise, the day we're able to turn those big numbers into revenues will be a great day for us.' On the Apple/Android mobile OS battle - 'In some ways it's quite exciting, since we've all felt somewhat held to ransom by Apple. But in some ways it also just adds extra pressure to our development team, to think about even more platforms. HTML5 is the area we're thinking hard - that could simplify matters for us, and there are obviously some big brands who've led the way there.' 'Fundamentally, we want to simplify the number of ways we reach our consumers, and I think technology needs to help us there, so we're not applying ourselves to discrete platforms that have special requirements, but rather customising our content for the size of screen, and then delivering it in the easiest possible way to those consumers.' On the relative merits of desktop, mobile apps and mobile web: 'It's all about relevance to the consumer, I think desktop is an easier place to capture data... a more obvious place to shop, and see the benefit of subscribing than mobile, which remains more difficult. I think apps are a more obvious place to capture data, but mobile [web] is probably the place where you're going to generate the bigger audience.' 'Finding ways to capture data and make it more of a fair transaction with the consumer is something we are concentrating on.'

Patrick is speaking at our next event on 7 September: the AOP Digital Director's Forum, alongside IPC, Trader, Incisive and CBSi - find out more / book your place (free for publisher members.)