Join our team

We look forward to receiving your information and cv regarding a role with InterMedia

Upload your CV
UPLOAD

Contact us

Unit 6 The Enterprise Centre
Kelvin Lane, Crawley,
RH10 9PE

9th June 2016

Andreas Pfeiffer discusses distributed content

Publishers in 2016 cannot afford to ignore distributed content platforms, says Andreas Pfeiffer.


Pfeiffer was speaking to FIPP about distributed content platforms, such as Facebook Instant Articles, Google AMP, and Snapchat Discover.

He stressed that although they are platforms ripe for exposure and engagement, they are not to be taken lightly.

On Facebook Instant Articles, Pfeiffer said: “They’re making pages load very fast; it’s easily done with RSS feeds and specialised HTML. But, you can’t drive traffic back to your site, so as a publisher, you have no control. You have no idea where your articles are going to end up, no idea how they’re going to use it.”

On Snapchat Discover, Pfeiffer said: "They [Snapchat] choose. It’s a cherry-picked list. They say who is allowed on the list and they have very stringent conditions about what you’re allowed to do and what you’re not allowed to do.”

Pfeiffer said that distributed content as a whole is "a necessary evil for building engagement.

“People notice content on Instant Articles, they spend more time reading, and all of that is positive, but the revenue equation is not there."

On generating revenue, Pfeiffer said: “In theory, you can place your own ads on some platforms which means you can keep all of the revenue, but certain platforms have restrictions."

He advises publishers considering distributed content: “choose wisely. There are only two things that are open to everybody and which everybody can do, and that’s Facebook Instant Articles and Google AMP… everybody is experimenting to see whether there’s a point in doing it.”

Keep in touch
Get our free weekly retail
newsstand report
Enter your email below for our free weekly retail newsstand report, InterMedia updates and relevant industry news. You
can easily unsubscribe at any time. Click here for our privacy policy.
Get in touch

Unit 6 The Enterprise Centre
Kelvin Lane, Crawley,
RH10 9PE

Registered in England & Wales: InterMedia Brand
Marketing Limited. 07256268. Registered Office: North
Quay House, Sutton Harbour, Plymouth. PL4 0RA
Subscribe today
Enter your email below to subscribe
for InterMedia free weekly newsstand
reports, updates and industry news.
You can easily unsubscribe at any time using the link at the
bottom of any of our emails, or by emailing us. Click here
to read our full privacy policy.
Part of the InterGo Group
The InterGo group work together
seamlessly to connect and deliver
brands to consumers.
© 2021 InterMedia Brand Marketing Limited. All rights
reserved. InterMedia is a trademark of InterMedia Brand
Marketing Limited. All content, trademarks, artwork and
associated imagery are trademarks and/or copyright
material of their owners.
We love cookies
This website uses cookies based on your browsing activity. By continuing
to use this website you consent to our Privacy Policy and Cookies Policy.