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Flipboard Unveils Storyboard For Multimedia Ad Messages 10/14/2016

 

flipboardDigital publishing platform Flipboard is keeping pace with the frenetic world of social media with the launch of Storyboard, a new advertising product that emphasizes flexibility in combiningmultiple ad formats.

Storyboard is also available to publishers for multimedia editorial content. It allows brands to deliver messages combining articles, images, gifs, video and audio, to formengaging multimedia narratives.

Storyboard helps advertisers compose the narratives with algorithms that gather their existing branded content from across the Web, allowing them to craftStoryboard messages without the need to create new content.

Users can browse the selection of ads and branded content, following an unfolding narrative, by swiping through the full-bleed Storyboard carousel. Like Flipboard’s platform for editorial content, the ads are optimized for consumption on mobile devices including both smartphones and tablets.

The new ad offeringdebuts with cosmetics retail brand Sephora as a launch partner. It is targeting readers of beauty-related content with a new holiday campaign, carrying the tagline: “Tis the Season, Love is theReason, Let’s Beauty Together.”

Source: Flipboard Unveils Storyboard For Multimedia Ad Messages 10/14/2016

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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

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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

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Adobe Rolls Out Dynamic Ad Insertion Platform For TV Everywhere

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Adobe on Tuesday will roll out a new approach to the concept of dynamic ad insertions. The platform replaces an ad that is set to appear in a broadcast feed with an individually targeted ad that iseither live or on demand.

Adobe Primetime and Marketing Cloud will deliver the ability to replace network broadcast ads on every screen on more than 10 platforms, including Apple TV, Roku, andGoogle Chromecast. In 2016, 12.5% of connected TV users will subscribe to Apple TV, compared with 18.4% for Chromecast and 15.2% for Roku, according to eMarketer.

And Adobe’s service is not just for video-on-demand (VOD), which is technologically easier to dynamically insert an ad, but rather live TV.

With a live broadcast like the Olympics, there are millions of viewerswatching simultaneously, which means when the network cuts to the ad break the platform must run millions of individually targeted ad insertions concurrently. This is difficult to accomplish withoutcrashing the entire system, said Campbell Foster, director of product marketing at Adobe.

Comcast, Turner, Time Warner Cable, and several NBC properties — including NBC Sports— use Adobe’s ad technology, but not all use the dynamic ad insertion feature, Foster said. Determining what ad should fill the slot is different than dynamically inserting and serving it.

NBC Sports started working with Adobe in 2012, but began experimenting with dynamic ad insertion two years ago at the 2014 Winter Olympics in Sochi. It rolled it out to a linear broadcast scale at the 2016 Summer Olympics in Rio. “During Rio they served millions of ads at the same time,” Foster said.

The broadcasters determine success by how much revenue lift they see from the dynamically inserted ad vs. the traditional broadcast ads. “We heard from NBC Sports that the dynamic ads on devices are selling at twice what the broadcast ads sell for,” Foster said.

The broadcaster’s data tells the platform which ad to insert. No personally identifiable information is used, but the broadcaster can target by Zip code, designated market area, device, third-partysegments or any data such as behavioral or demographic characteristics to which the broadcaster has access.

MORE: MediaPost

Source: Adobe

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Mass-customized Magazines are Now Possible Thanks to Production Inkjet Presses

Get ready for the rise of mass-customized “B2Me” magazines. Once a pipe dream, the concept of magazines that are tailored to each reader is now a reality.

Consider, for example, ZEB magazine of Belgium, which has a print run of 150,000 copies that are so customized and personalized that no two copies are alike. Several recent developments have made it feasible and potentially profitable for publishers to provide far more customization of their printed magazines than in the recent past. There’s real opportunity here, but also new challenges for traditional magazine publishers.

What’s making mass-customized magazines possible are new full-color inkjet presses that can print different versions of the same pages without the expensive press stops and plate changes required by traditional offset printing. Inkjet has come a long way from the days of “uglyjet,” when its usage in magazines was restricted mostly to producing postal addresses, clunky messages and cartoonish images. These days, it can be difficult to distinguish an inkjet-printed magazine page from an offset page.

Changes in the advertising market are creating a greater need and opportunity for customized magazines. Programmatic advertising in digital media has demonstrated the power of getting the right message to the right person at the right time, undermining the “spray and pray” approach often associated with advertising in traditional media.

ZEB magazine is an extreme, but nevertheless instructive, example of what is possible for magazines. ZEB, a multi-brand fashion publisher, uses customer data — such as purchase history, age, gender, favorite brands and place of residence — to customize the text and images on multiple pages of its customer “magazine,” which is arguably a catalog.

The customization and personalization were not a one-time experiment; ZEB continues to tailor each magazine copy because doing so generates enough additional sales and customer loyalty to create a positive ROI.

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Source: Mass-customized Magazines are Now Possible Thanks to Production Inkjet Presses

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Facebook Woos Publisher Back With Instant Articles Feature 07/18/2016

Facebook giveth, and Facebook taketh away – and then giveth a little more.

Close on the heels of its announcement that it will be reducing the amount of publisher content users see intheir news feeds, the world’s biggest social network is wooing them again with a new feature allowing users to send each other links to Instant Articles in its popular Messenger function.

The new feature, announced by Facebook in a blog post on Thursday, is first rolling out for mobile devices with Android operating systems, with iPhone support coming in the next fewweeks. Messenger users who click on Instant Articles will enjoy the same accelerated load times for Instant Articles available elsewhere.

Facebook will identify content with accelerated loadtimes with a lightning bolt, appearing in the upper right hand of the Instant Articles link in Messenger. This integration replaces a previous system, in which links shared via Messengerloaded in a mobile browser, typically a much slower load time, especially with low connectivity. The new feature opens the Instant Articles within the Messenger app using Facebook’s technology,which hosts the publisher content directly on the Facebook platform.

Source: Facebook Woos Publisher Back With Instant Articles Feature 07/18/2016

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How ALM Used Data to Reinvent Its Newsroom

Many publishers approach online content creation similarly, with journalists publishing new content based on internal deadlines instead of shaping that content based on when and how readers want to engage with it. The leadership at ALM believed the company could improve engagement and monetization by aligning its content creation with user behavior. At the Data, Insight & Revenue Summit in June, ALM chief digital officer David Saabye explained how a deep analysis of ALM’s traffic revealed that users visit ALM’s legal sites more at certain points in the day and engage with different types of content depending on when they visit.

“As we look through this data what we see is that we are not necessarily capturing the interest of the audience and matching that with the type of content that we are publishing,” said Saabye. So at the end of 2015 ALM began to restructure how it publishes content with the goal of improving reader engagement across its legal sites and newsletters. He added that ALM essentially adopted the mindset of a 24-hour news channel, which creates programming that cater to viewers’ moods and consumption habits throughout the day.

Source: How ALM Used Data to Reinvent Its Newsroom

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Time Inc. CEO: ‘I hadn’t even gone to the MySpace website before we bought the company’ — ‘but it’s a pretty good website’ – Yahoo Finance

There were a lot of chuckles about that,” Time Inc. CEO Joe Ripp joked last week, speaking with Business Insider at the Cannes Lions advertising festival.

He added: “Quite frankly, I hadn’t even gone to the MySpace website before we bought the company, but after going there, it’s a pretty good website, and music is pretty interesting.

“Time Inc., which owns more than 90 media brands including Time magazine, Sports Illustrated, and Fortune, wasn’t buying MySpace to resurrect the social network. It was all about the data assets.

Ripp said: “The whole point of MySpace is it gave you permission to reach 1.2 billion people. You combine that with the permissions Time Inc. has from its audiences: We reach 250 million adults in the US. We basically reach 80% of the adults anyone is trying to reach with the permissions that we have to reach them and track them and follow them, so MySpace has really been all about permissions.”That said, Ripp thinks there is a gap for music content online.”We need to look at it,” Ripp said. “I don’t have a plan for it yet. I’ve been focusing mostly on the integration of Viant. I’ve been focusing on mostly what to do with the data out of Xumo,” the Viant and Panasonic-owned over-the-top TV video platform that collects data from 13 million smart TVs, “and the TV targeting data that comes from television, and the third conversation will be what to do about MySpace.”

Source: Time Inc. CEO: ‘I hadn’t even gone to the MySpace website before we bought the company’ — ‘but it’s a pretty good website’ – Yahoo Finance

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Personalization Drives Email Engagement 06/29/2016

Personalization increases click-through rates by an average of 250% — and by as much as 500% — according to an Epsilon report released Monday.

The marketingcompany released its quarterly email trends report, based on an aggregate of 8.5 billion emails sent from over 150 Epsilon clients of varying industries during first-quarter 2016 in North America.

Personalized and triggered emails perform significantly higher than traditional email marketing campaigns, according to the report — no surprise to email marketers.

Unlike traditionalemail newsletters, triggered emails are sent as a result of a specific action taken by the consumer. For example, a welcome email series could be triggered when a consumer subscribes to an email list,or an abandoned shopping cart email could be sent when a customer fails to finalize a purchase.

Even a small level of personalization can go far in email marketing. Triggered messages onlyaccounted for 3% of the total volume of email studied, but resulted in average open rates of 55.8% and click-through rates of 11.4%, according to Experian.

Furthermore, when compared to‘business as usual’ campaigns, triggered messages increased clicks and open rates by an average of 241.4% and 67.9%, respectively.

Source: Personalization Drives Email Engagement 06/29/2016

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One company’s plan to dominate the dying newspaper industry – Business Insider

“It’s all within reach.”

It’s both a tagline and marching orders for Gannett Company.

Announcing the death of print media isn’t interesting anymore, but the way newspaper companies try and convince us that they are still doing well is. Most are trying to innovate, rebrand or refocus, but Gannett’s plan is much simpler.

The plan: acquire companies to scale quickly, cut costs and bring on the digital talents needed to make it all work in today’s media market. It’s not a particularly exciting plan, but the company may not need exciting to make it work.

  1. Earlier this year, a deal to acquire Journal Media Group for $280 million was completed, which expanded the company’s number of daily print papers to 107 in the US market. Gannett is now the largest media network hitting both local and national audiences, according to the company, giving it the benefit of scale. Gannett also tried acquiring Tribune Publishing earlier this year, but that plan failed.
  2. After splitting from Tegna in 2015, Gannett’s CEO discussed his plans to cut expenses across the brand by $67 million in the first half of 2016, accomplished in-part by centralizing parts of its many newsrooms, like copy editing and print design.
  3. The most recent step of the plan is the $156 million acquisition of ReachLocal, a digital advertising firm. The deal puts Gannett in a place to bring digital advertising in house, which is currently done through a partnership with its former parent Tegna, according to John Janedis, an analyst at Jefferies.

It’s all part of the plan to make newspapers work when consumers are demanding digitally focused organizations.

Source: One company’s plan to dominate the dying newspaper industry – Business Insider

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