Category Archives: advertising

Apple News is sending publishers traffic, but not revenue

A number of publishers say Apple News is sending them a significant traffic boost in the past month, but it’s doing little to help them monetize it.

Publishers say traffic has boomed since the mobile news aggregation app was refreshed as part of an iOS 10 update in mid-September. As part of that update, the app was designed to be bolder and include breaking news notifications and better organization of the main “For You” section.

Several news publisher clients reported they’re getting more audience from Apple News than from Google AMP, the search giant’s fast-loading mobile article initiative, according to Polar, a native ad platform, which is testing branded content promotion in Apple News with a small number of publishers.

Source: Apple News is sending publishers traffic, but not revenue

Leave a comment

Filed under advertising, Apple, Google, Publishing

PUBLISHER PAYWALLS: Variations & examples of the pay-for-content model – Business Insider

Digital paywalls have helped news publishers like The New York Times and Financial Times stabilize their businesses and mitigate revenue losses in the wake of print’s collapse.

Now a new breed of digital-native publishers — like BuzzFeed, Vox, and Huffington Post — is considering whether to follow suit in a bid to decrease their reliance on the volatile ad market.

Both the incumbents and the disruptors in the online news business must face the same challenge: Millennials are hesitant to pay for their content. Only 25% of US millennials pay for some sort of digital news service (newspapers, magazines, or news apps), according to a 2015 survey from the American Press Institute. Meanwhile, 55% of them pay for entertainment content.

This aversion is encouraging change in the pay-for-content model. Legacy publishers are being forced to reevaluate their existing paywalls and subscription offerings in an effort to drive up new subscribers. Likewise, digital-native publishers that have historically shied away from paywalls are now considering alternative pay-for-content models like micro payments, user-data exchanges, and membership programs that could attract millennials.

Source: PUBLISHER PAYWALLS: Variations & examples of the pay-for-content model – Business Insider

Leave a comment

Filed under advertising, Magazine, Newspaper, Publishing, Technology

Publishers are pleasantly surprised by Google AMP traffic – Digiday

If some publishers are cooling on Facebook Instant Articles, they’re becoming hot and heavy with Google AMP, the search engine’s answer to Instant Articles.

In February, Google rolled out AMP, which stands for Accelerated Mobile Pages, on mobile search results in Google News. Publishers scrambled to adopt Google’s open-source code on their pages because search still drives close to 40 percent of referral traffic overall, and they know that as their audiences shift to mobile, having fast mobile pages can only help them get surfaced by Google’s algorithm.

“We love it,” said Ben Robinson, Thrillist’s editorial director. Thrillist is getting 15 percent of its search traffic from AMP, boosting its search traffic by more than a third, which he called “exciting,” given the company is more lifestyle than news. At news-heavy USA Today Network, AMP is generating 12 percent of all mobile page views, said Michael Kuntz, svp of digital there.

AMP has become a bigger part of the mix at The Verge, representing 14 percent of its traffic in September, according to its editor, Nilay Patel. One multi-title publisher, which didn’t want to share its results publicly, said its AMP pages are loading 95 percent faster and bounce rate is more than 50 percent lower than regular mobile search pages, “which is insane,” a top exec there said.

Source: Publishers are pleasantly surprised by Google AMP traffic – Digiday

Leave a comment

Filed under advertising, Google, Publishing

Time Inc. Creating ‘Digital Desks’ and Magazine Hubs | Media – AdAge

Time Inc. Chief Content Officer Alan Murray. Credit: Time Inc.

n a “progress report” memo to Time Inc. editorial staff, Chief Content Officer Alan Murray on Monday announced the formation of 10 digital desks that will be dedicated to topics including business, celebrity, entertainment, food and sports.

“The job of each desk will be to cultivate and grow our digital audiences in its area,” Mr. Murray said in the memo, which was obtained by Ad Age. “The desks will include reporters and editors from different brands who will continue to work for those brands, but the desk heads will coordinate their efforts to help Time Inc. innovate and grow.”

Source: Time Inc. Creating ‘Digital Desks’ and Magazine Hubs | Media – AdAge

Leave a comment

Filed under advertising, Publishing, Time

Google Metrics Closes ‘Loop’ Across Search, TV, YouTube, In-Store 09/26/2016

google-amp-project

Google Metrics Closes ‘Loop’ Across Search, TV, YouTube, In-Store by Laurie Sullivan@lauriesullivan, Yesterday, 7:00 AM Recommend (5)Google will make several announcements Monday during Advertising Week related to measurements and metrics. While some aim to prove the lean-in influence of television and YouTube campaigns onsearch. Others focus on the impact of online ads to in-store visits and sales and remarketing across devices, apps and Web sites.

The features will roll out during the next fewmonths.

Advertisers rely on search advertising to increase brand awareness and drive conversions for television and YouTube video ads. On Monday, Google will announce the forthcoming releaseof Brand Lift metrics to measure TV campaigns showing how television ads increase searches on Google and YouTube.The tool measures the direct impact that YouTube ads have on consumerperception and behavior from the initial impression to the final conversion — metrics such as brand awareness, ad recall, and consideration.

Early tests show that YouTube generates almost twotimes the searches per impression that TV generates, Brad Bender, Google VP of display and video advertising, wrote in a blog post. When running Brand Lift on both a TV campaign and a YouTubecampaign, Google can report on the incremental searches for the brand, he wrote.

Source: Google Metrics Closes ‘Loop’ Across Search, TV, YouTube, In-Store 09/26/2016

Leave a comment

Filed under advertising, Google, Technology

Bing Admits Google AMP Speeds Mobile Page App Load Times By 80%

Microsoft Bing has rolled out support for Google’s Accelerated Mobile Pages (AMP) in its search app to gain speed on page load times for mobile on devices running iOS and Android.

As the pages load, the Bing App detects in the background whether the news articles have corresponding AMP pages associated with them. Bing will give preference to downloading the AMP page from serversclosest to the end user, preferably via an AMP cache for a faster experience. When an AMP page isn’t detected by Bing’s technology the non-AMP page will serve up to the individual.

“AMP does not impact our ranking algorithms in any way,” Marcelo De Barros, group engineering manager in charge of the AMP integration at Bing, wrote in a blog post. “Users will be able to detect the articlesthat have corresponding AMP pages whenever they see the AMP icon in our iOS app.

“De Barros wrote that Bing began experimenting with AMP in the app last May. Since then the group notices thatAMP pages load 80% faster than non-AMP pages.

Google says during the fourth quarter in 2016 and the first quarter of 2017 it will work on providing offline and geo-variation support, and moreassistance on validation, conditional behaviors, and grouping, as well as providing greater interactivity support by introducing a mechanism to bind element behavior to user actions.

Source: Bing Admits

Leave a comment

Filed under advertising, Android, Google, iPhone, Mobile, Technology

The Top Ten Media Trends Publishers Can’t Ignore

Following are 10 media trends publishers cannot ignore:

1. Content Consumption Goes Mobile

It’s well known that readers are increasingly accessing content via their mobile devices. “Almost two thirds of our visitors are coming from mobile devices to read our content,” said Litvack. “Where the eyeballs go, the dollars follow. Mobile spend is about to kick up to become the third largest ad category, behind desktop advertising and television ads.” And with better targeting technology and ad experiences, CPM rates for mobile ads will rise, predicted Litvack.

2. Media Consumption Is Happening Off Brand

63% of Americans find news on Facebook and Twitter, and social media has surpassed television as the most popular source of news. That means publishers’ audiences have migrated away from their sites and are more difficult to monetize than ever. Publishers need to find creative ways attract readers on a regular basis and monetize.

3. The Newsletter Is Becoming Publishers’ Most Important Product

Although fewer readers are coming to media sites for news, their engagement with email newsletters continues to rise. Litvack said that open rates and clickthrough rates are going up, making email one of the most important channels to cultivate an audience and drive revenue.

4. Programmatic Selling Is on the Rise & Will Completely Eclipse Direct

95% of advertisers are buying programmatically on MPA websites, and a large portion of those advertisers are buying programmatic only. To keep CPMs from trending down, publishers need to invest in ad targeting technology and provide positive ad experiences to readers, advised Litvack.

5. Media Companies Are Becoming Agencies

Publishers like Time Inc., Hearst, and Condé Nast have created studios separate from magazine editorial that are dedicated to creating native advertising. Advertisers increasingly want to work with publishers to develop creative campaigns, putting demands on publishers to develop new workflows to deliver native content, campaign reports, and high-quality service like an agency.

6. Video, Video, Video

Digital video already dominates the media space and will continue to do so over the next several years. Publishers need to develop workflows to quickly create and distribute video content. Video will help publishers engage readers on social media and on their mobile devices, where video consumption is flourishing, said Litvack.

7. Advertising Alone Won’t Support a Media Business

“If we want to see real growth for our industry, we can’t be ad supported alone,” said Litvack. He recommended publishers invest in events businesses, data businesses, and reinvent their revenue models to discover new opportunities.

8. Abundance of Content

Litvack said that it would take one person more than 5 million years to watch the amount of video that will cross global IP networks each month in 2019. There’s a lot of digital content out there, and a lot of high quality digital content, so publishers can’t produce good content alone. “You have to look at the data and dig deeper into that data to justify what is the right story to write for your audience,” said Litvack.

9. Personalization is Prime Time

Content personalization is now a reality and will become the dominant method of delivering content, said Litvack. 56% of websites and 67% of emails have some level of personalization. Publishers need to continue to integrate this technology into their platforms in order to meet consumers’ expectations.

10. There’s Gold in Your 1st Party Data

Behind many of these trends is the growing importance of first-party data that can drive publishers’ content, audience development, and monetization strategies. Litvack noted that first-party data is invaluable for ad targeting, content personalization, cross-platform identification, and audience extension. Without a unified database and robust analytics technology that can identify individual site visitors and track behavior, publishers cannot iterate and evolve for the future.

Source: The Top Ten Media Trends Publishers Can’t Ignore

Leave a comment

Filed under advertising, Big Data, Personalization, Publishing

Ad Limiting Going Mobile, Thanks To Apple

Ad blocking is bad enough, but we live in a world going mobile — as The Who once put it — at a very rapid pace. And, with Apple building a form of ad limitation into itslatest mobile operating system, watch out, ad tech.

In a piece in AdExchanger on Sept. 7, attorney Alan Chapell notes that significant changes to iOS10 are “likely tocause harm to legitimately recognized advertising models.” In an email interview, Chapell tells Programmatic Insider that Apple is making the changes in the name of user privacy.

“In iOS9, Apple passes a signal for users that enable [Limit Ad Tracking] that tells the marketplace not to conduct interest-based advertising for that user. As noted by the Futureof Privacy Forum: Apple specifically permitted companies to continue to use the ID for certain limited other uses when Limit Ad Tracking was enabled, ‘including frequency capping, attribution,conversion events, estimating the number of unique users, advertising fraud detection, and debugging’ (iOS Developer Library).

In iOS10, Apple will stop sending out the DoNot Track flag for users who enact LAT, Chapell writes. And, as noted by the Future of Privacy Forum: “Beginning in iOS 10, when a user enables “Limit Ad Tracking,” the OS will sendalong the advertising identifier with a new value of ‘00000000-0000-0000-0000-000000000000.’ This will more effectively ensure that users are no longer targeted or tracked by many adnetworks across sites or over time. But it will also prevent the previously permitted ‘frequency capping, attribution, conversion events, estimating the number of unique users, advertising frauddetection, and debugging’ uses of this ID.”

“Generally speaking,” Chapell adds, “advertisers are less willing and able to advertise to users insituations where the aforementioned tools are not available to those advertisers. In other words, Apple has changed the functionality of the Identifier for Advertising [IDFA] in iOS10 in ways thatbreaks advertising models which are generally recognized as legitimate.”

Source: Ad Lim

Leave a comment

Filed under advertising, Apple, iPhone, Mobile, Personalization, Privacy

Snapchat Pushes Further Into Digital Ad Targeting – WSJ

Snapchat is pushing further into sophisticated digital ad targeting, including letting advertisers target customers using email databases and other data sources.

The mobile app company is rolling out three new targeting options for marketers.

Through a product called Snap Audience Match, Snapchat is enabling marketers to take existing lists of email addresses and mobile device IDs, and anonymously match that data with Snapchat’s own pool of consumer data, allowing enhanced ad targeting. In this process, Snapchat is taking steps to make sure it does not employ any personally identifiable data when executing these ad campaigns.

The company has been quietly testing this offering over the past few months with brands like eBay. EBAY -1.79 % Consumers will have the option to opt out of the Audience Match product.

Another new initiative, Snapchat Lifestyle Categories, lets brands direct ads to people who consume certain types of videos (like sports or gaming content). Lastly, Snapchat is helping advertisers target ads to consumers who exhibit a certain set of characteristics that are similar to an advertiser’s existing customers– a product Snapchat is calling “Lookalikes.”

These tactics are rather standard fare for many digital media outlets, but their introduction amounts to a noteworthy evolution for Snapchat, which has been conservative about the targeting capabilities it offers. Snapchat founder Evan Spiegel was famously quoted as saying that he doesn’t want advertising on the app to be “creepy” for consumers.

Source: Snapchat Pushes Further Into Digital Ad Targeting – WSJ

Leave a comment

Filed under advertising, Big Data, Personalization, Privacy, Publishing

‘Digital’ Poised To Overtake TV Ad Spending Earlier Than Expected 09/13/2016

TV Ad spending

The shift in ad industrymarket share from so-called “analogue” media to “digital” media is accelerating, and the latter is now expected to surpass television’s historically dominant share ofU.S. ad spending by the end of 2016 — months sooner than expected, according to the statsmasters at eMarketer.

Putting aside that television is a digital medium too, eMarketer’s estimatescategorize it separately from things like online and mobile digital media and based on its calculations, the sum of those categories will reach $72.09 billion by year end — a smidgen higher than theU.S. TV ad marketplace’s projected $71.29 billion.

“That means digital will represent 36.8% of total U.S. media spending, while TV will represent 36.4%,” according to aneMarketer spokesperson, noting that the firm’s original projections — made in March — called for TV vs. digital’s market share tipping point not to happen until sometime next year.

Whatmakes digital’s ascendance so remarkable is that it occurred during a so-called “quadrennial” year in which TV ad spending benefitted from incremental spending from both a SummerOlympics and a presidential political season.

The eMarketer report notes that TV is, in fact, continuing to expand — it’s just not growing as fast as digital ad spending.

Source: ‘Digital’ Poised To Overtake TV Ad Spending Earlier Than Expected 09/13/2016

Leave a comment

Filed under advertising, Technology, TV