Category results for "DCN-Research"

Practical Tips for a Programmatic Future

April 29, 2015 Research Team—DCN

Digital Content Next (DCN) released insights into the future of programmatic advertising based on in-depth interviews with executives at 10 digital content companies from DCN’s membership including Vox, The Weather Company, Business Insider and CBS Interactive. “Practical Tips for a Programmatic Future” offers a behind-the-scenes peek at these organizations and details how they have prepared for a future with an expected continued rise in programmatic spend. DCN’s key takeaway—that programmatic is not a channel but a broad set of automation and efficiency tactics that can be employed across a range of inventory—is one of the valuable insights from the white paper.

Vendor partnerships are important

Integration with constantly-evolving players in the ad tech stack is what makes building ad technology in-house prohibitive; all interview participants said they are not pursuing internal solutions and will instead rely on vendors.

Learn and grow with the buy side

Most executives interviewed stressed the need to proactively talk to clients about their programmatic capabilities, as they are often unaware of them or how they can benefit their marketing campaigns.

Enable and incentivize your sales team to embrace programmatic

Automation will not diminish the importance of sales relationships. Half of those interviewed said they are starting to see large buys that include some programmatic component; therefore, it is important to educate and enable account executives to have conversations about programmatic with clients.

Designate programmatic expert(s) on your team

Digital content companies interviewed have created new roles for programmatic specialists. Broadly there are two types of functions that programmatic specialists will have to perform: (1) supporting the direct sales team; and (2) managing vendor and platform relationships.

Leverage first-party data and other organizational resources

Programmatic specialists will need to work closely with engineering, analytics and data science teams to build out data capabilities and products.

To view the White Paper, click here.

To view the Press Release with a longer summary, click here.

DCN-Research

How Time-Based Measurement is Grabbing Digital Publishers’ Attention

October 22, 2014 Research Team

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The DCN research, based on surveys among 25 members and in-depth interviews with nine members, found that all of the surveyed publishers are already using time-based metrics or have plans to do so — and a full 80 percent say they’re interested in transacting on the basis of time.

The report outlines

Current publisher attitudes towards and expectations for the future of time-based metrics based on a survey of 25 publishers and qualitative interviews with senior executives from CNBC Digital, Condé Nast, ESPN, Financial Times, Forbes Media, Gannett Co., Inc., The New York Times, The Wall Street Journal and Univision Communications, Inc.;
Best practices on how publishers can begin to integrate time-based measurements into their own operations and in conversations with agencies and marketers;
Perspectives from industry executives at organizations like the 4A’s, Medialink and Simulmedia;
DCN’s position statements in support of time-based metrics.

To view the research PDF, click here.

To view the Press Release with a longer summary, click here.

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DCN-Research

OPA Research Shows Digital Subscription Drives Business Growth for Digital Content Publishers

December 11, 2013 Research Team—DCN

DCN-Research

New OPA Study Reveals Native Advertising Best Practices, Marketer Goals and Metrics

July 10, 2013 Research Team—DCN

The Online Publishers Association (OPA) has released “Premium Content Brands Are Native Naturals” a research study of native advertising offerings by premium content brands which includes marketer goals, metrics and best practices. Among the findings are that 81% of OPA members find marketers are primarily using native advertising on their sites to increase consumer engagement with advertiser brands and 81% also want to leverage publisher brand equity to achieve brand lift. The study, which includes quantitative surveys and qualitative interviews with OPA members, was conducted by Radar Research in May 2013 and is available now available.

OPA members also shared best practices for editorial, sales, marketing and legal, which include:

Provide as much value to the reader as regular content
Label native advertising content to guarantee transparency and clarity
Ensure that native content mirrors discoverability of editorial through search and social media
Develop clear editorial standards and practices, for instance training marketers if they are providing content, or for monitoring audience posts or comments

To view the Press Release with a longer summary click here.

To view the PDF, click here.

If you are a DCN publisher member, please be sure to log in or register to access a special member’s only deck, as well as a member’s only white paper.