As the 2019 General Election results approach, the frenzy and anticipation continue to build. Digital news publishers have the opportunity to engage with audiences on their digital properties as users go online to learn of the outcomes and developments surrounding the elections. In the first chapter of the blog series we listed a few trends on the role of the internet and the millennial voters followed by the second chapter of the series, that discussed a few challenges and corrective measures for digital news publishers around optimizing scale, performance and efficiency along with maintaining a secure online presence.
Now the question is - What do digital news publishers in India need to be prepared for to ensure a high-quality viewing experience for their end users? The answer to this is creating interactive, engaging and informative content around elections. However, for the content to be available and the experience to be seamless, the primary need is to be technologically prepared. In this edition of our blog series, we will look at some of the best practices from countries abroad and conclude an Election readiness checklist for digital news publishers to ensure high-quality online experiences as viewers expect today.
It’s no surprise that Election coverage brings record traffic to publishing websites and apps in other countries. What happened at polling booths? How was the turnout? What are the experts saying? All these discussions and content add up quickly to build traffic.
In order to attract eyeballs and enable better engagement through digital platforms, digital publishers in the U.S. have been using various, innovative methods on the night of the results.
Last year, Gannett[1], the largest U.S. newspaper publisher as measured by total daily circulation, decided not to print election results in most of its physical papers[2]. The idea was to use the print medium for big-picture analysis and storytelling and use the online platform for real-time news and updates. On its digital properties, visitors to Gannett were able to interact with a chatbot that delivered real-time election results or take up an interactive political quiz. In its physical editions, readers would see stories on topics including local turnout or the issues at stake in local contests[3].
During the 2016 Presidential elections in the U.S., digital publishers used the opportunity to explore other creative ways to cover the event[4].
During the 2018 Mid-Term elections in the U.S, a key observation around viewership on the Akamai Platform was the audiences’ preference to watch results live as they unfolded via OTT (or over traditional broadcast) while the traffic on news sites spiked the day after the elections. Below is a representation of data points and highlights around the 2018 US Midterm Elections on the Akamai platform.
The Election Readiness Checklist for Digital News Publishers
As mentioned in the second part of the blog series, digital news publishers might face issues with scaling up their infrastructure to support the massive traffic load generated by users. They also need to be cognizant of the load time of their digital properties as it is a significant factor in webpage and app abandonment as well as search engine rankings. The third very important factor that they need to account for is online security. Digital news content is a prime target for hacktivists and bots, as digital news is fast becoming the primary source of content distribution, breaking news and alerts; with viral content getting millions of eyeballs. Publishers need to keep an eye on the five factors mentioned below to ensure uptime, performance and a seamless user experience:
Elections are perhaps the biggest event for mainstream media in India and news publishers ought to do their best to get the most out of an event of such magnitude. Since the elections decide the next government and the near-term future of the country; there will definitely be a constant and ever-growing interest around it. Reporters talking to people on ground, 24/7 live streaming of news, instant and real time updates on websites, mobile apps and social media, in news channel studios, anchors along with panelists discussing the buzz surrounding the latest polls - election coverage has it all. And not to forget, interactive content like website polls, predictions, live blogs, all play their part.
The readiness checklist above is a humble attempt from us at Akamai to guide publishers in providing an engaging and seamless user experience leading to more eyeballs, spending more time on the digital medium, and ultimately opening up incremental monetization opportunities …
It is really the time to Get, Set, Election Go!
[1] <https://en.wikipedia.org/wiki/Gannett>
[2] <https://www.niemanlab.org/2018/11/newsonomics-digital-defeats-print-is-the-headline-as-gannett-steps-away-from-printed-election-results/>
[3] <https://digiday.com/media/no-election-results-gannett-newspapers-edge-future-print-product/>
[4] <http://www.interhacktives.com/2016/11/23/11-ways-digital-publishers-covered-election-night/>
[5] <https://www.cjr.org/tow_center/guardian_mobile_innovation_lab_election_day_notifications.php>
[6] <http://mediashift.org/2016/11/live-blog-election-day-highlights-social-digital-media/>
[7] <https://www.nytimes.com/2016/11/01/nytnow/the-daily-360-videos.html>
[8] <https://www.usatoday.com/elections/chatbot/>