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

Time is Money: Right-Sizing Content Strategy

August 21, 2014 Michelle Manafy, Editorial Director – DCN

One of the things that never ceases to amaze me is the continual evolution and innovation that happens in the digital content business. An area of particular interest is engagement and how we must continuously adapt to how consumers use their precious time to interact with our content.

Given that time spent is one of the best engagement metrics, I have found it of particular interest that media companies are starting to annotate approximations of how many minutes a story will take to read, notably on Slate and Medium. This service allows me to quickly skim a headline and decide whether or not I have 4 minutes to devote to the recollections of those who’ve crashed in a plane, 2 minutes to assess the demands of Ferguson protesters, or if I want to dedicate a full 12 minutes to review a gentleman’s guide to rape culture.

This emerging trend suggests an understanding that time is a coveted metric that we should all be focused on. While it might be difficult to put a price tag on time spent consuming media as it relates to one’s overall self- or net-worth, the reality is that there are ever more demands on our attention. Because of this fact, content creators need to ensure that they are providing value to their audiences or risk being perceived a waste of time.

Some sites “optimize for mobile” by shortening headlines and even body copy. I understand the inclination, but have always wondered about the extra work on the content creation end as well as the myriad assumptions about consumer behavior required to implement this approach. Today’s consumer has the opportunity to consume a single piece of content across multiple devices or to consume multiple pieces of content simultaneously on more than one device. This makes optimizing for device, in itself, a nearly mind-boggling conundrum.

On the other hand, the time-transparency tactic, which estimates the proposed attention investment, has a wonderful side effect of indicating that the content provider understands that my time is valuable. I am not suggesting one is better than the other in terms of mobile content consumption (that would be a gross oversimplification). I am simply admiring the amount of effort and innovation that goes into digital content delivery.

Value is not a one-size-fits-all proposition. Nor is an attention equation one easily formulated. Without a doubt, understanding your audience is the place to start. And certainly an investment in creating quality content that entertains, informs or provokes discussion is an essential piece of the puzzle. Other factors include optimal delivery medium, context and time; appropriate interactive and rich media enhancements; and social sharing and commenting features.

The constant evolution of media, marketing and technology is what makes it exciting to those of us in the trenches doing the work. Here at the OPA, we work with 60 of the most successful digital content companies in the world and I am lucky enough to have conversations with some of them a few times a week. Our members are at the forefront of digital content’s evolution, which is full of both uncertainty and excitement, And, with efforts like this blog—OPA InContext—and our new Content All Stars event (September 18^th in New York City), we have opportunities to share their experiences with all those in the business of content – media companies and those in the advertising, marketing and agency communities who are a vital part of the content ecosystem.

Here’s what I know for sure: The digital landscape continuously reshapes itself under our feet as we chart our path forward. Perhaps that’s why the time-to-read idea is so appealing to me. It puts the content consumer in the driver’s seat so that they can make informed decisions about what they want to spend their time on (and where). I look forward to exploring where we go next.

Want to participate in OPA InContext? Email Michelle.

Interested in attending Content All Stars to engage in a high level discussion with the leaders of the digital media and marketing ecosystem? Request an invitation.

Innovation | Revenue

Q&A: Samantha Minish, Director of Mobile Video Gannett Co., on Video Ad Innovation

August 14, 2014 Michelle Manafy, Editorial Director – DCN

Q: To drive success in video advertising, what is the most important thing to consider:

A: Put the users first. If you build a product – and an ad experience – that puts the needs and habits of consumers first, then you will be able to maximize the overall impact. A majority of app consumption happens at home, often while also watching TV. Users are coming to our apps to escape the same old TV commercials, so we need to provide them an innovative ad experience that compliments the mobile mindset. Before you run an ad, the first question you should ask yourself is, “would I sit through this ad?”

Q: Describe one of your video advertising campaigns that you think is particularly innovative:

A: USAToday partnered with Dodge on a unique campaign that paired-up with movie trailers. We presented an interactive pre-roll that featured stars from upcoming movies, which allowed users to answer trivia questions about the Dodge Durango. Often publishers will talk of gamification of content to drive engagement. We have taken that concept, combined it with the idea of native advertising and created an experience that will encourage interaction with both the content and the advertisement in a seamless and social manner.

Q: What is working in video advertising and what do we need more of in order to drive success in this area?

A: I think the biggest step forward in video advertising, particularly in the mobile space, has been the adoption of Vine and Instagram by brands. Finally we’re starting to think outside of the traditional 30-second pre-roll box, and focusing on the wide array of platforms users now consume media through. An overwhelming majority of people use their tablets and phones while watching TV, and most are doing so during commercials. We cannot expect them to engage in our video content if they are forced to sit through the exact same ad that they are trying to escape.

Samantha is currently the director of mobile video for Gannett and its properties, including USAToday and over 100 local broadcast stations and local newspapers. She oversees both product and content strategy for the company’s mobile apps and mobile website. Samantha has worked on both the editorial and product side of the video and content business, with time at both AOL and The Weather Channel.

Also in this series:

Q&A: Aaron Broder, CEO & Co-Founder Evolve Media, on Video Ad Innovation

Q&A: Beth Lawrence, EVP Digital Sales, Scripps Networks Interactive, on Video Ad Innovation

Innovation

AOL and Girls Who Code Partner to Make Cambio #BuiltByGirls

August 13, 2014 Michelle Manafy, Editorial Director – DCN

Reshma Saujani, founder of Girls Who Code has made inspiration her day job at the nonprofit organization she founded to inspire, educate and equip girls with the computing skills to pursue 21^st century opportunities. And her work, and mission, is getting some “traditional” brands to take notice.

When Mattel wanted to create an entrepreneur Barbie with street cred, one of the women they turned to was Saujani. Susan Lyne, CEO of AOL’s Brand Group and Girls Who Code advisor also turned to Saujani when she wanted to create a site built by girls for girls.

The inspired connection between Lyne and Saujani led to AOL offering summer internships to five Girls Who Code alumnae. These young women are playing a fundamental role in the re-launch of AOL’s millennial-focused pop-culture site, Cambio (coming this Fall).

“Part of Reshma’s program is to build something you care about and present it. She focuses on what you can build if you learn to code, which is exactly the right focus.” During their internship, the girls will certainly do a lot of coding, but they are also helping to shape the Cambio brand’s editorial direction and building new mobile-first products.

Lyne been impressed with the impact the interns are making—including making the content “multifaceted like they are,” which includes an affinity for celebrity news (the current focus of Cambio’s content), but also “about issues that are really important them whether it’s a crush, weight, family relationships or world peace.”

The interns have also developed an inspirational meme generator and a contributor platform so that they—and many more girls like them—can participate in the site. “I love the idea of building because it can mean many different things,” says Lyne. “Just the idea of creating, not just serving or enabling. Doing the creating themselves is incredibly empowering.”Lyne was also pleased to see how the larger AOL team welcomed the Girls Who Code interns, “the minute we announced the program, I can’t tell you how many engineers raised their hands, but also people in sales, designers, editors…everyone wanted to find a way to help these girls have a fantastic summer.” They’ve been privy to sessions on advertising, analytics, privacy, computer security and more.

Given the fact that three of the five top positions at AOL are held by women, it isn’t surprising that this is an organization supportive of young women’s professional development. “I think it all starts with Tim,” says Lyne of the company’s CEO and Chairman. “He made it a goal to have three women on the board because there’s research that demonstrates that companies with three or more women on the board perform better. He was looking for whatever will give us an edge and having strong women is part of that.”

Building a structure that supports women internally is important. But perhaps even more so is spreading the #BuiltByGirls message through initiatives like these, where young women see that the products they use every day are actually built by girls, in the hope that it changes their perception of computer science.

And, as Lyne points out, “Media companies like ours reach many millions of people and we impact all kids of attitudes. It is important that we positively impact the way young women think about their possibilities going forward, and even impact the way technology and an industry evolves. This is an opportunity…and a responsibility.”

Audiences | Innovation

History Looks Forward to Attracting Younger Audiences with Two New Apps

August 11, 2014 Michelle Manafy, Editorial Director – DCN

History may just be the most popular subject for 7-11 year olds this fall. A+E’s History brand– which works hard to infuse the subject with entertainment value to go along with informational substance —has just introduced two new apps targeted at kids: Empire Run and Frontier Heroes.

While there are many apps on the market that fall into the historical genre, Evan Silverman, SVP of Digital at A+E Networks said that the company “felt that there was an opportunity in the marketplace for historically-inspired apps that are fun for kids.” In analyzing the segment, Silverman says they found many of the apps lacked production value and “skewed to dry.” And History, which produces such popular programs as Vikings, Pawn Stars, and Ice Road Truckers, does not do dry.

In addition to seeing a market opportunity for fun historical apps, the cable network is “always looking for new ways to explore audiences and develop new brands within the larger History umbrella,” says Silverman. While the 7-11 year old set may not be its prime expansion demographic, the move will reinforce the brand among parents of young children who are likely to be happier approving the $2.99 app price tag given the reputation of the History brand. This certainly represents a growth opportunity, given that the network’s viewer profile is dominated by 55+ (42%) followed by the 25-54 age bracket (36%).

“We really focused on creating apps that parents would trust,” says Silverman.” The apps are part of a new “Planet H” brand, which will join H2 under the History umbrella. “We made a very conscious decision to charge up front and not include ads or in-app purchases. We also worked hard to create apps that parents would consider high quality and premium, and maybe even enjoy playing themselves.”

History developed its new Empire Run and Frontier Heroes apps in partnership with RED Games, a division of RED Interactive Agency. A&E Networks and RED Games teamed up previously to produce the popular Battle of the Beards game for A+E’s Duck Dynasty.

The choice to approach this audience through games also made sense given the low-cost to test the market (relative to developing a pilot or digital series). Silverman also points out that “with apps, you get a very fast read on whether something resonates with an audience: Do they like these characters, enjoy these particular historical eras?” This year, History plans to introduce one more game under the Planet H brand which Silverman will only say is an “exploration game.” However, if the games gain traction, we can expect much more.

“We don’t want this to be a one or two-off. We are making a commitment to launching a series of apps.” Silverman says that his team looked closely at the Toca Boca studio when formulating their plan for approaching this new audience mobile-first. Like Toca Boca, if they find an audience that embraces the fun in History, the Planet H brand will expand into other channels and content types including the possibility of merchandise sales and original digital programming.

“The History brand has really broadened over the years and now we speak to so many different audiences.” Silverman credits now-A+E CEO Nancy Dubuc with “genius, when she was running History, at viewing history through a contemporary lens instead of always looking backwards.” Planet H, he says, is just another step in that evolution.

Innovation | Revenue

Q&A: Aaron Broder, CEO & Co-Founder Evolve Media, on Video Ad Innovation

August 7, 2014 Michelle Manafy, Editorial Director – DCN

Q: To drive success in video advertising, what is the most important thing to consider?

A: Distribution. Content will always remain king, but without a clear distribution strategy, you can spend weeks producing the perfect piece of video content that no one can find. You have to take the video straight to the most relevant audience by syndicating the content through editorials anchored on premium sites, written by key influencers and social platforms, and supported by custom in-banner executions. By taking this approach, your soon-to-be award-winning video will now stand a chance to reach viral success.

It is also essential to deliver the right ad in the right context. It is all about respecting the audience that is watching the video ad. By taking the video ad straight to the most relevant audience, the client will see a much higher general brand lift vs. a shotgun approach across thousands of random sites.

Q: Describe one of your recent video advertising campaigns that you think is particularly innovative:

A: Momtastic.com, a TotallyHer Media property, partnered with major automotive brand to launch ‘Talk Tech’. The custom section, promoting the brands new tech in-vehicle system, centered around a branded video series shot and produced by TotallyHer Media. The series featured a former TV Producer and Momtastic’s “tech mom,” Rita Mauceri, as she offered quick tips on how to improve daily routines by using the cars product. In addition to the custom section housing this content, these videos were distributed across the Momtastic network targeting mom blogs and content sites.

While most advertisers try to evoke an emotional response to drive virality, the TotallyHer Media team took a different approach with the auto brand. They produced content that is relevant, practical and informative, successfully positioning the brand in commonplace situations that moms face. In addition, the team focused on distribution, syndicating the content not only on Momtastic.com but also across relevant mom blogs. The result? Our audience was eager to not only watch the content, but to also share it within their social circles. That is ultimately the goal of every successful campaign.

Q: What do you think is working well in video advertising?

A: One of the most fascinating trends over the past year is the rise of online video. Agencies are starting to focus on developing video strategies, separate from their offline TV Spots, allowing brands to connect with a wider audience online. From Dove Real Beauty Sketches to Volvo Trucks “Live Test”, clients and agencies alike have really embraced this creative process resulting in advertising being organically consumed as content.

As a result of this shift, publishers play a larger role in producing the content for agencies/clients and launching social seeding. The key with any campaign is connecting with the right audience and this is what publishers bring to the table. While the web is moving towards an impersonal programmatic buying model, video-based advertising, especially long-form digital video, requires partnerships with publishers to ignite the conversation by placing the right content in front of their users, something no automated system can ever reproduce.

Aaron Broder is currently CEO of Evolve Media, LLC., which he co-founded with Brian Fitzgerald (originally as Gorilla Nation Media, LLC) in 2000. In 2004, Aaron and Brian developed a Web publishing business that specializes in vertical publishing for men and women with its two flagship publishers, CraveOnline Media and TotallyHer Media.

Note: This interview is part of our “Three on Three” series in which we ask three executives the same three questions to uncover actionable insights.

Also in this series:

Q&A: Beth Lawrence, EVP Digital Sales, Scripps Networks Interactive, on Video Ad Innovation

Innovation

Embedding Technology in All Aspects of Your Content Strategy

August 4, 2014 Michelle Manafy, Editorial Director – DCN

It could be my bias, but I’m hard pressed to picture a content strategy that isn’t a digital content strategy. Even organizations that deliver via multiple channels (yes, even print-centric ones) must weave tech into their business plans and way of working. Yet there are still far too many organizations limping along on cumbersome content management systems or kluging together a patchwork of fixes to address emerging distribution channels and evolving marketer expectations.

As a long-time tech journalist, I admit that I look with envy at some of the pure-play digital media companies and their emphasis on smartly integrating technology across all aspects of their business. Consider Vox Media, which takes an approach to technology that is journalism-centric. Wait, no, digital journalism-centric. As Ezra Klein said when leaving the venerable Washington Post to join Vox, today’s journalists are “held back” by systems created to deliver print products. And I’m sure there are many who would echo the sentiment with regards to other systems designed for analog channels that have been adapted to accommodate digital.

Given that many organizations are still reliant on the bulk of their revenue coming from non-digital content, it isn’t surprising that their tech strategy follows suit. Yet the increasing emphasis on digital-first-strategy isn’t limited to journalists longing for tools that will allow them to quickly deliver data-driven stories optimized across multiple channels. Marketers are seeking data-driven solutions optimized across multiple channels as well. Clearly, developing tech strategies that align with these expectations is a must-have. Easier said than done.

But there are those who see technological disruption as an opportunity for innovation. At our new Content All Stars event, Jason Silva–who may be best known as host of National Geographic’s Brain Games (though he is gaining international notoriety as a futurist and digital philosopher)–is looking forward to exploring the technological forces that have blown up the media and marketing landscape and created an infinite opportunity for new ideas to be built up from the rubble.

The Weather Company is certainly no stranger to new ideas either. The company leverages data to drive content and marketing experiences in ways few others have yet envisioned, much less delivered. At Content All Stars, Vikram Somaya, GM of WeatherFX, will take the stage with Bob Ivins of Mindshare, who has the distinction of being the first-ever Chief Data Officer at a media agency. These two will discuss their partnership in exploring the frontier of how data can deliver real-time insights that create bottom-line value.

We’ll also hear from three of the disruptive thinkers on the Vox Media team–co-founder Melissa Bell, Chairman and CEO Jim Bankoff, and VP of Editorial Lockhart Steel (who joined the company after Vox Media acquired his Curbed LLC). They will discuss the company’s distinct approach to integrating technology into every aspect of its business, starting at the core with the creation of content through content management, delivery and monetization.

Join us at Content All Stars to gain insight into how technology can transform your media and marketing efforts and how you can transform the way you think about, develop and implement technology to power-up your content strategy.

Perspectives | Research

Creating a Successful Content Marketing Strategy

July 28, 2014 Michelle Manafy, Editorial Director – DCN

Ninety percent of B2C marketers are using some form of content
marketing. However, according to the Content Marketing Institute, less than half of those marketers have a documented content strategy—despite the fact the most effective content marketing is based upon one. That said, creating an effective content marketing strategy is no small undertaking. There are numerous challenges and things to think about and prepare for, even if you are well on your way on your content marketing. We plan to address many of these issues at our new Content All Stars Event (September 18^th in New York City) as we bring together best-in-class marketers and our members from leading digital content companies to share what works and explore what’s next.

Creating Powerful Content
Without a doubt the most important—and most challenging—aspect of any content strategy is building a content engine that will drive success. Few do this better than Red Bull, which not only takes its marketing message to the extreme in terms of its action-sports content, but also in terms of content creation, having founded Red Bull Media House in 2007. The company’s content-based marketing is second to none, as Managing Director Werner Brell put it, “We have been creating media assets from the beginning.”

“The mindset for launching Red Bull Media House was a natural progression of the company…For all of the athlete projects and events Red Bull created, which subsequently built this brand, cameras have been there. Everything has more or less been put on film. We have been creating media assets from the beginning,” said Brell. While his approach is largely to create original content to which Red Bull has exclusive license, the company also partners with media companies, ultimately maintaining “a laser focus on creating the best in action sports programming, centered around storytelling, high production value and overall progression in all aspects of sports event broadcasting,” said Brell. At Content All Stars, he’ll offer insights into the company’s trademark approach to content creation. “At the end of the day,” Brell pointed out, “it’s entertainment. You have to play by the rules of the audience, and they want to watch something engaging on an emotional level.”

Engaging Audiences
Undoubtedly, content creation – great ideas that tie your brand to your target audience or consumers — is the foundation of content marketing. And while Brell’s company has taken the proverbial bull by the horns, not every brand finds itself in the position to create its own media house. However one thing that all marketers can (and must) do is understand their audiences in order to create content experiences that attract and engage them.

As the company’s VP of Content and Global Creative, Ann Rubin said, “We strive for everything we do in marketing to have some utility, some purpose…for the [audience] beyond the brand message.” In its “Made with IBM series”, the company set out to tell its customers’ stories of transformation to offer actionable insights for others. Beyond creating compelling and popular content, the project brought the company closer than ever to its customers as the process of storytelling became a collaboration. At Content All Stars, Rubin will speak candidly about how IBM focuses on customers and content to transform its marketing into more than a one-way message.

Driving Results
Attracting and engaging audiences through content will take marketers a long way as they seek to build brand awareness and customer relationships that engender trust and lasting affinity.

An important and challenging area of marketing measurement is social media. Yet Claire Tavernier, Managing Director of the UK’s Channel Flip Media and founder of StoryTechLife, believes that social can help demonstrate high levels of engagement and that “these engaged viewers do have more value in the long run.” She will offer concrete examples of how social increases engagement that builds value at Content All Stars.

Yet the most effective strategic marketing plans must leverage these laudable goals to achieve measureable results. Data offers not only a way to know your customers beyond general demographics, but the ability to make highly-granular correlations such as “when the dew point is X, the temperature is Y, and the rainfall is Z…Here are the 15 products you should be selling right now,” according to the Weather Company GM, Vikram Somaya. At Content All Stars, he’ll team up with fellow data guru Bog Ivins, CDO of Mindshare, to show how data can not only provide consumer insights, but actually demonstratively drive consumer behavior.

Are you a Content All Star? If so, request an invitation to attend this first-of-its-kind event, September 18^th at NYC’s Conrad Hotel to develop a content strategy that delivers meaningful results.

Revenue | Video

Q&A: Beth Lawrence, EVP Digital Sales, Scripps Networks Interactive, on Video Ad Innovation

July 23, 2014 Michelle Manafy, Editorial Director – DCN

Q: To drive success in video advertising, what are the most important things to consider?

A: A successful video business can be driven from two metrics: The first is that quality content matters. High quality production delivered in a well-lit environment is what marketers are looking for.

The second is scale. When clients look to extend TV reach, it’s important that enough users can engage with the message. It’s one of the reasons Scripps Networks Interactive launched a premium lifestyle video portal and distributed network last year called uLive. Comprised of both full-episode play and short-form programming from the Scripps Networks library along with original video, it’s a way to distribute our content—coupled with the ad message—so the viewer can “discover” vs. being sent to a particular destination only.

Q: Describe a video advertising campaign that you think is particularly innovative or effective:

A: I really like what we did with the video content we created for Buitoni for Food Network Star. This content included the on-air in-show integration of Buitoni and the custom on-air short form that ran as Buitoni’s TV commercial, as well as its digital pre-roll and VOD offering. Additionally, it contains an excerpt from the Star Salvation webisode series with Robert Irvine that ran on FoodNetwork.com, Food Network VOD and on Food Network’s YouTube channel. Star Salvation offers contestants the chance to “come back to life” after earlier elimination from Food Network Star on TV. I like this example because it is fun, it’s engaging and it provides a web-only solution for these previously eliminated contestants to jump back into the Food Network Star mix, integrated seamlessly with the sponsor’s brand.

Q: What is working in video advertising and what do we need more of in order to drive success in this area?

A: Consumers are demanding great quality video on any device at any time of day. So for Scripps Networks, that’s a beautiful thing and we love the audience wherever we find them. Come on, you can never get enough of HGTV’s Property Brothers! As an industry, we need to be able to answer reach and other needs that arise so that video buying can be seamless like it is in the television business.

Also, I think we’re ripe for ad product innovation in video. We shouldn’t just assume that standard TV ads must travel to digital video and that’s the end of the conversation. With social media tie-ins like Twitter Amplify and second screen solutions that drive the viewer deeper into the content online from TV, the sight, sound and motion experience only gets better.

Beth Lawrence serves as executive vice president of digital sales for Scripps Networks Interactive. In this role, she is responsible for growing revenue streams for Scripps’ portfolio of lifestyle media brands – HGTV, DIY Network, Food Network, Cooking Channel, Travel Channel and Great American Country – and their respective websites, as well as uLive, Scripps’ premium lifestyle video portal and distribution network. Lawrence also guides the company’s ad sales efforts relating to its mobile, broadband and video-on-demand offerings. In a stellar career with notable media companies including The Weather Channel, Yahoo! and DoubleClick, Beth has proven to be an outstanding leader with strong industry relationships.

Note: This interview is part of our “Three on Three” series in which we ask three executives the same three questions to uncover actionable insights.

Also in this series:

Q&A: Aaron Broder, CEO & Co-Founder Evolve Media, on Video Ad Innovation

Innovation | Perspectives

Content All Stars: Making the Most of the Media/Marketer Partnership

July 17, 2014 Michelle Manafy, Editorial Director – DCN

The most successful brands and media companies have one big thing in common: They know their customers and treasure the on-going relationship they have with them. They also both understand the power of content to connect with customers and offer them genuine value by engaging their passions, interests and concerns. Without doubt, the best content experiences arise when media and marketing teams work together to share knowledge about their audiences, insights about what’s worked and what hasn’t and are clear about goals and what’s achievable.

Recognizing the power of media and marketing teams is what we’re doing at our first ever Content All Stars event, which will be held in NYC’s Conrad Hotel September 18th. We are bringing together the best and the brightest from brands such as Red Bull, IBM and Goldman Sachs who will join media brands that include ESPN, Comedy Central, Vox Meda and The New York Times to explore this dynamic relationship by highlighting campaigns and partnerships that have pushed creativity and technologies, showcase novel perspectives from people outside our industry and tackle some current issues around trust and transparency that our industry is grappling with. Some of what we’ll cover:

Content and Customer Conversations

One-way messaging is so last-century. Today, content is a conversation with consumers and has the power to create meaningful and lasting connections. At Content All Stars, you’ll hear from Ann Rubin, VP of Branded Content and Global Creative, about how IBM transformed its ad campaigns into a collaboration with customers and truly transformed its marketing.

Data Drives Insights and Action

Data: Everybody’s doing it. But there are few who can elegantly illustrate how first-party data can actually move product off the shelves. Content All Stars features two of the smartest people in data—Vikram Somaya, GM of Weather FX and Bib Ivins, Chief Data officer of Mindshare—who will discuss their collaboration on turning customer insights into tangible marketing success.

Engaging Audiences: Essential, but not Easy

Attracting audiences is a challenge that media companies have faced since the Gutenberg press. Now that the digital media world is moving past a pure numbers game and wants not only audiences at scale, but truly-engaged audiences, it has never been more important. At Content All Stars, Bloomberg, ESPN and Refinery29 will reveal how they are not only attracting audiences, but interacting with them to create valuable audience-engagement.

Social Strategies that Deliver

Social Media has just got to be more than a mad scramble for friends and followers. At Content All Stars we’ll hear from Allison Kingsley, the VP of Digital Development at Comedy Central about how she takes a strategically social approach. And Channel Flip Media’s Managing Director Clare Tavernier will discuss how she factors social into her engagement strategy to drive quantifiable results.

… And we aren’t done lining up speakers yet. If you have a suggestion, email Michelle Manafy. Learn more about our keynotes or request an invitation. Check back for program updates.

We look forward to seeing you at Content All Stars!

Innovation | Perspectives

Meet the OPA Content All Stars Keynotes: Soledad O’Brien, Jason Silva & Sarah Lewis

July 10, 2014 Michelle Manafy, Editorial Director – DCN

It is an exciting time here at the Online Publishers Association. Under the leadership of our new CEO, Jason Kint, we’re feeling renewed energy and enthusiasm for the digital media industry and the power of compelling content experiences. We are so happy to have an opportunity to celebrate the powerful collaboration between savvy marketers and trusted media brands at our new Content All Stars event September 18th at the Conrad Hotel in NYC.

We’ll deliver an all-star lineup of speakers to energize and engage attendees with their stories about the power of content to create trusted relationships with audiences, drive consumers to action and communicate what’s personal about brands. Read on to hear about three keynote speakers who are guaranteed to deliver insight and inspiration:

Soledad O’Brien was recently described as “a one-woman media storm,” O’Brien is an award-winning journalist, documentarian, news anchor, and producer. In June 2013 she launched Starfish Media Group, a multiplatform media production and distribution company dedicated to uncovering and producing empowering stories that take a challenging look at the often divisive issues of race, class, wealth, poverty and opportunity, through personal stories. O’Brien’s critically-acclaimed documentary series, Black in America and its follow-up, Latino in America, are among CNN’s most successful domestic and international franchises and she continues to produce Black in America for CNN. In addition, O’Brien is a correspondent for HBO’s Real Sports with Bryant Gumbel, and a Special Correspondent for Al Jazeera America Tonight. She is co-founder of the O’Brien Raymond Starfish Foundation, which focuses on providing disadvantaged women with a higher education.

Watch Soledad O’Brien on the Daily Show with John Stewart

Jason Silva has been called an “Idea DJ” and a poet—“a revitalizer and remixer of optimism, and above all, a curator: of ideas, of inspiration, and of awe.” His non-commercial series of short videos, aptly named ‘shots of philosophical espresso,’ explore the co-evolution of humans and technology and have gone viral with more than nine million views and “play like movie trailers for ideas,” according to The Atlantic. Silva is the Emmy-nominated host of National Geographic Channel’s #1 rated series, Brain Games and the creator of the web series “Shots of Awe,” micro-documentaries exploring creativity, innovation, technology, futurism, metaphysics, existentialism and the human condition.

Watch Jason Silva’s TEDGlobal talk on Radical Openness

Sarah Lewis is being hailed as a rising intellectual star and her book, The Rise: Creativity, the Gift of Failure, and the Search for Mastery, has been widely praised by a who’s who of creative thinkers. Lewis appeared on Oprah’s “Power List,” served on President Obama’s Arts Policy Committee, was profiled as a “Brainiac Rising” in Vogue, was recently featured in Elle on “How to Fail Artfully” and is a faculty member at Yale’s School of Art. She has held positions at the Tate Modern and the Museum of Modern Art, in New York, and her essays have been published in Artforum and The Smithsonian. According to Lewis: “The creative process is actually how we fashion our lives and follow other pursuits. Failure is not something that might be helpful; it actually is the process.”

Watch Sarah Lewis’ TED talk on Embracing the Near Win

If you’ve participated in an OPA event before, you know what to expect: A room filled with the brightest and most creative minds in digital media and marketing enjoying a day filled with conversations, presentations and debate about the tools and tactics that will drive the continued growth and success of the digital content industry. If this is your first opportunity to join an OPA event, request an invite now. Space is limited.

Innovation

Collab/Space New York Tackles Real World Challenges to Foster Industry-wide Collaboration

July 10, 2014 Michelle Manafy, Editorial Director – DCN

Collaboration is the key to the future of digital media and it is essential for survival, according to Mark Glaser, Executive Editor of PBS MediaShift and host of the brand’s new series of Collab/Space events. This week, PBS and the Donald W. Reynolds Journalism Institute held Collab/Space New York at the Ford Foundation. While the day featured a few traditional presentations, the majority of the format took an innovative problem-solving approach that focused on building actual collaboration within the media industry rather than simply highlighting examples of innovation.

Collab/Space New York kicked off with some ice breaking exercises to set an off-beat and interactive tone for the day, followed by a talk by Atlantic Media VP and GM Kimberly Lau who offered candid insights into how she is trying to increase the pace innovation. While she pointed to Quartz as “a great example of building something from scratch and giving the team the resources they need…without a legacy business to reinvent,” her focus has been on increasing innovation from within that “legacy business.” Though she said that priorities come from the top, Lau emphasized the effectiveness of fostering greater collaboration between editorial and development sides of the business.

This set the tone nicely for a series of five minute presentations from a range of organizations who had an innovative product, development or initiative underway that they wanted to take to the next level. Among the many mini-presentations:

NPR Producer, blogs and social media, Wright Bryan discussed the challenges expanding the functionality and adoption of its analytics dashboard.
New York Times Data Scientist Mike Dewar showcased the work it the R&D Labs team is doing with its Streamtools toolkit for dealing with live streaming data that isn’t yet capturing the imagination of a wide range of staff so that it can be fully leveraged..
Quartz reporter David Yanofsky showed off his Open Source Chartbuilder tool, which he would like to see broader market adoption and mobile-centric development. .
Newsroom Development Editor David Biderman from The Wall Street Journal (which was celebrating its 125th anniversary) discussed its progress in creating a fast and easy-to-use Web CMS interface that it hopes will find adoption among the multitude of parent News Corp.’s sites..
Daily News’ Managing Director Cyna Alderman looked at the challenges faced as her organization launches an ambitious project to support media startups—not just financially, but by bringing them into the newsroom to closely collaborate on innovation. .
Vox Media Designer Scott Kellum looked at the company’s Cardstacks, which underpin its explanatory journalism efforts and expressed the need to improve their discoverability, shareability and scope.

While it included an excellent presentation from News Corp.’s VP of Product Kareem Amin on how he “questioned everything” (and circumvented a fair amount as well) to kick start innovation, the afternoon was primarily devoted to breakout groups that worked on honing their collaboration skills before setting to work tackling the challenges and objectives of the morning’s presenters. As Daily News’ Alderman tweeted, the biggest takeaway was “strengthen your projects through collaboration.” That theme was not only apparent in the enthusiasm the breakout groups exhibited in helping solve the presented problems, but also in the over-arching goal of the day: to strengthen the digital media industry through collaboration among organizations and the passionate people working in them.

Photo credit: Anika Anand

Research

Mobile Moves Digital Spending, eMarketer Reports

July 3, 2014 Michelle Manafy, Editorial Director – DCN

US industries will collectively spend upwards of $50 billion on digital advertising in 2014 according to eMarketer’s 2014 Digital Ad Spending Benchmarks by Industry report. While direct-response still captures the largest amount in the overall spending—$29.61 billion versus the $20.5 billion predicated to be spent on branding this year—both segments are growing at approximately the same rate. eMarketer also finds that, “As marketers get better at measurement and attribution, the lines between direct-response spending and branding are blurring more than ever.”

It is important to note that the larger trend numbers don’t tell the whole story. While eMarketer finds double-digit gains across virtually all industries since 2009, they say that more important data is among the “subtrends within individual industries.” In particular, evolving mobile behavior is impacting spending trends. To reflect this significant industry condition, this year eMarketer includes its first estimates of mobile v. desktop spending on an industry-by-industry basis.

eMarketer predicts that the US retail industry’s advertising spending on paid digital media will reach $11.05 billion in 2014 and rise to $17.39 billion by 2018 and it continues to be the single largest-spending industry by a wide margin. However that spending is largely concentrated in direct-response advertising. Among the factors driving retail’s use of digital media is consumers’ use of mobile devices throughout the shopping process.

The travel industry also skews heavily to direct response, devoting a larger share of its overall budget to performance advertising than any other industry covered in eMarketer’s report (74% of its $4.15 billion spend). However eMarketer foresees a possible shift increase in mobile spending from this segment as consumers shift to mobile travel booking and marketers experiment with advertising that taps into this trend as well as last minute purchases.

More than one-third (35%) of US automotive-related digital ad spending will be on mobile this year, eMarketer predicts, accounting for $2.15 billion of the $6.15 billion total. This will put the auto industry in line with the US industry average when it comes to mobile’s share of digital ad spending. In the automotive sector, mobile-based branding and upper-funnel advertising efforts are increasing in response to evolving consumer research behavior—which has shifted to mobile. eMarketer suggests that brands “must remain well-considered and top of mind among consumers who are not yet in-market in order to win a place on their shopping lists once they are.”

Mirroring increased consumer usage of a wide range of financial activities via mobile devices—including banking, buying securities and managing funds—the financial industry is increasingly viewing mobile as an attractive advertising platform. In addition to mobile, this sector is likely to increase its usage of digital video, social media and sponsored content. At present, 62% of the financial industry’s digital spend is being used for direct response and 38% is used for branding.

Somewhat stronger in the branding area is the US healthcare and pharmaceutical industry, which will spend $1.41 billion on paid digital media in 2014, including $373 million on mobile ad formats. This segment will invest 44% of its digital spend in branding-focused campaigns. An interesting growth segment among pharma and healthcare is the use of digital media to target small, specific audiences for expensive specialty drugs that treat less-common ailments.

The segment focusing the largest percentage of its digital spend on branding is CPG and Consumer products with the lion’s share of its ad budgets going towards TV. The CPG and consumer products industry, in which a mere 8.4% of total spending is done via digital channels, focuses a hefty 65% of their $4.2 billion digital budget on branding efforts. The good news is that the digital ad spend is growing and eMarketer predicts that some of the largest budget increases, by percentage, will be in digital video, as brands transfer linear TV efforts to online and mobile, where they are starting to find effective ways to measure campaign success.

The full 2014 Digital Ad Spending Benchmarks by Industry report is available only to eMarketer’s corporate subscribers, though an executive summary can be downloaded here. The full report covers Automotive, Computing Products & Consumer Electronics, Consumer Products, Financial Services, Media & Entertainment, Pharmaceuticals & Healthcare, Retail, Telecom and Travel.