Articles by: "Michelle Manafy, Editorial Director – DCN"

With Facebook, YouTube, mobile, and OTT prevailing in the expanding video space—and people spending more and more time in front of small screens—advertisers are increasingly prioritizing video. In fact, they rank it among their most effective advertising channels.

However, they continue to spend the bulk of their budgets on paid search, with paid social taking the next biggest chunk according to the 2019 “State of Digital Advertising” released by Marin Software. Based on a survey 460 digital marketers, the report details the main priorities digital advertisers are focusing on this year, as well as the biggest challenges and trends.

Marketers cited increasing brand awareness as their top priority (25%). Other priorities include:

Enhancing the customer experience – 22%
Embracing omnichannels – 20%
Delivering personalization – 20%
Campaign management – 19%

Advertising trends

Data privacy, video advertising, and visual search were the three largest trends advertisers believe to be impacting their business in 2019. A total of 22% of digital advertisers indicated that both video advertising and information security in the form of data privacy, tracking restrictions, brand safety, and ad blocking will have the largest impact on their businesses this year. Within social specifically, marketers surveyed cited attribution/cross-device measurement (28%), generating quality creative (26%) and brand safety (26%) as their top concerns.

“Advertisers are very sensitive to these privacy and tracking issues and need to strike a balance between brand safety/sound privacy policies and ad performance tied to audience targeting,” according to Wes MacLaggan, senior vice president of marketing at Marin Software. So, while marketers continue to prioritize search and social channels for digital advertising, their priorities and concerns provide and opportunity for other marketing channels to address these issues and help them reach their objectives.

Perspectives

DCN’s must reads: week of July 25, 2019

July 25, 2019 Michelle Manafy, Editorial Director – DCN

Here are some of the best media stories our team has read so far this week:

NBC News | Facebook’s FTC settlement points toward a future for privacy regulation (2 min read)
Insider | UBS reveals the combined company that could challenge Disney and Netflix in the ‘content arms race’ (2 min read)
Politico | Who should keep an eye on Silicon Valley? (7 min read)
AdAge | Google closes ‘incognito’ loophole, leaving publishers to rethink paywalls (4 min read)
Poynter | How a GateHouse-Gannett merger would work (4 min read)
The Guardian | To fix the problem of deepfakes we must treat the cause, not the symptoms (5 min read)
AdWeek | As Traditional TV Evolves, Television Rating Systems Remain the Same (8 min read)
Medium Times Open | Introducing the News Provenance Project (5 min read)
The Wall Street Journal | Google’s Tool to Tame Election Influence Has Flaws (8 min read)

Perspectives

DCN’s must reads: week of July 18, 2019

July 18, 2019 Michelle Manafy, Editorial Director – DCN

Here are some of the best media stories our team has read so far this week:

Fortune | ‘We’re Not Like Facebook.’ Tech Giants Will Squirm in Capitol Hill’s Hot Seat (3 min read)
Harvard Business School | Are Paywalls Saving Newspapers? (5 min read)
REDEF | The Streaming Wars: Its Models, Surprises, and Remaining Opportunities (40 min read)
Buzzfeed | At VidCon’s 10-Year Anniversary, Influencers, Fans, And Brands All Seem Ready To Leave YouTube Behind (6 min read)
The Guardian | The Netflix cash machine needs the kind of hits that money can’t buy (8 min read)
Nieman Lab | Apple might be getting into the podcast-making business. Is its reign as the industry’s benevolent overlord coming to an end? (5 min read)
Bloomberg | YouTube’s Trampled Foes Plot Antitrust Revenge (13 min read)
9to5 Google | Google introduces redesigned News tab for desktop Search (2 min read)
The Wall Street Journal | FTC Approves Roughly $5 Billion Facebook Settlement (5 min read)

Industry-Research

Young people rely on the news. Unfortunately, they don’t always find it reliable.

July 12, 2019 Michelle Manafy, Editorial Director – DCN

The good news is that young people continue to read the news. The bad news is that they are losing faith in it. A report released by the John S. and James L. Knight Foundation finds that 88% of young adults access news at least weekly, which includes 53% that do so every day. Conducted by NORC at the University of Chicago, the report analyzes the findings of a survey of 1,660 adults between the ages of 18 and 34.

Unsurprisingly, young adults of all races are highly digital news consumers. They find their news on social media, smartphone alerts, or news websites. And a majority of young adults share news regularly with their friends, family and social networks. Fifty-six percent of young adults share news stories at least weekly, with around 1 in 5 sharing news every day.

Political leanings and learnings

Certainly, it is heartening that young people rely on the news. However, it is unfortunate to note that the report found that a majority of young adults are concerned about the impact of news on democracy and unity in the country, expressing that news organizations may actually divide and polarize citizens.

The survey found that many young adults have concerns about the ideological and political leanings of news sources, according to the survey. In fact, a majority believes certain news sources have ideological positions, divide society, and hurt democracy.

Cultural and ethnic perspectives

Given that the report surveyed large samples of African American and Hispanic participants, the results offer significant insights across races and ethnicities. In particular:

A majority of young adults rely on news to make decisions, particularly young African American people: More than 60% of young adults use their favorite news source to decide which policies to support. And more than 50% do the same when deciding who should have their votes. Young African Americans are twice as likely to do this as young white Americans.
Young adults largely believe that their race or ethnicity is not covered regularly in the media: Overall, 31% of young adults say that people of their race, or issues that affect people of their race, are rarely covered in their most-liked news sources. Forty-seven percent say the same thing about their least-liked news sources.
The majority of African American and Hispanic participants do not feel like media sources accurately or fairly portray their groups, when they do get coverage: Only 45% of African Americans and 40% of Hispanics say their most-liked source very accurately portrays them.
As young adults question the media’s coverage of race, many get news from ethnic media sources: 58% of African American and 52% of Hispanic young adults use ethnic media sources at least once per week. Seventy-five percent of Hispanics and 71% of African American young adults who say they regularly experience racial discrimination. Thus, they are more likely to use sources that provide news specific to their race or ethnicity.

Use this news

Given the transformation of news consumption, it is gratifying to see that – while they may access it differently than previous generations – today’s youth continue to rely on news to inform significant decisions. Perhaps the fact that much of news consumption takes place once-removed from the source and that it is delivered in often polarized social media contexts are forces driving today’s young news consumers’ perception of the potentially negative impact of news. They are certainly affected by the fact that the news does not consistently reflect their racial and cultural perspectives. While dispiriting, these insights should prove helpful as news organizations seek to better engage and serve young audiences, who are seeking out news that reflects and informs their perspectives.