Category results for "Innovation"

Purch Increases its Commitment to Connecting Content, Commerce and Community

September 15, 2014 Michelle Manafy, Editorial Director – DCN

Purch continues to build up its ecommerce offerings with the launch of two new digital storefronts this month, which integrate curated commerce experiences into its top science properties, LiveScience and Space.com. This reflects the company’s continuing momentum to better reflect its mission to help consumers make purchase decisions through content and ecommerce, which kicked off with a rebrand in April from Techmedia to Purch.

The company has been in the ecommerce business for about a decade, according to CEO Greg Mason. He joined the company in December 2012 and has undertaken a series of significant corporate and editorial hires, including the hire of 21-year Consumer Reports veteran Paul Reynolds to serve as Global Editorial Director for TopTenREVIEWS.

Mason says that ecommerce always represented about 10 to 20% of the company’s revenues. “Historically,” he says, “it has been closer to 29%, but now because of our significant growth in other areas, it is less than that. But revenue-wise, it is bigger than it’s ever been.”

So it comes as no surprise that Purch added two new storefronts and has plans for more. The objective is to connect content, commerce and community, and the new stores are designed to facilitate purchase decisions for science and space enthusiasts. They feature products that reflect the sites’ editorial focus — ranging from wearable fitness trackers to telescopes. While Mason says “we want the editors involved in curating the merchandise because they understand the psychographic make up of their audiences,” he emphasizes that “editors absolutely do not have to write about these products.”

This distinction may not seem as important for Space.com, where the editors don’t normally do product reviews, but it is a significant statement for a company that produces TopTenREVIEWS. “Products have to be reviewed completely on their merits…. I think the user obviously wants to know we’re not recommending products because we have an economic stake in that product. Our motives are very clear.”

User experience and design are also factors in maintaining user trust, says Mason. “We can’t say ‘this is rated number one’ and it’s right next to a big fat ad. We have to be really careful that we don’t give the impression that there’s impropriety in this regard.”

Despite some of the challenges faced by content companies considering adding commerce to their revenue mix, Mason believes it should be a given. “Most publishers think about this in an old school way. Consumer attitudes have shifted. They are looking for more logical integration within the environments where they have loyalty.”

Mason believes that the biggest challenge that brands and media companies face today is meaningful engagement and loyalty to their experiences and that publishers need to expand their offerings because consumers have so many choices of where they can go for information. “In this age of endless choice of information sources on the web, it is ever more challenging to maintain that loyal base of consumers who will always rely on your brands and services. As publishers we haven’t thought broadly enough about expanding that full level of services we can create through different mechanisms.”

He says that Purch’s mission to make complex buying decisions easier allows us the company to think more broadly about serving that need. In addition to integrating content and commerce, Mason says that Purch is thinking hard about community. “We’re working to better integrate our most loyal users and get more user participation in the product experience itself. We believe that the future of publishing is not just a marriage of content and commerce, but that strengthening the community is very important as well.”

Innovation | Press

Six New OPA Members Announced, Reflecting Changes in Digital Content Business

September 9, 2014 Michelle Manafy, Editorial Director – DCN

The Online Publishers Association (OPA), the only trade association that exclusively serves the diverse needs of digital content companies, today announces six new brands joining its elite membership of more than 55 publishers and industry leaders (full list here). As the industry continues to evolve and content experiences extend into new platforms and unique formats, these new members signal what’s next for both the association and the industry.

“It’s integral for an organization like the OPA to help our members react to an industry in disruption, to continue creating a dialogue around sometimes divergent opinions and to add brands to our membership that not only represent the very best but are at the center of this evolution.”

The latest brands joining the OPA are as follows:

Business Insider, one of the fastest-growing business media companies, was built for the digital age offering real-time coverage of tech, finance and general business news.
The Daily Caller, a 24-hour news publication providing its audience of 16 million monthly readers with original reporting, in-depth investigations, thought-provoking commentary, entertainment and breaking news.
NewsBeat Social – launched Feb. 2013 – reaches more than 1 billion global viewers, delivering one-minute video news and brand advertising to hyper-engaged audiences at scale. The premium source of unbiased news, covering world, science, technology, business, culture, health and politics.
Newsday connects Long Islanders to their passions, their communities and their daily lives and offers comprehensive up-to-the-minute information enhanced with multimedia, interactivity and locally-focused features.
Telegraph Media Group is a multi-media news company based in the UK that publishes the latest news, business, sport, comment, lifestyle and culture from the Daily Telegraph and Sunday Telegraph newspapers and video from Telegraph TV.
Vox Media owns and operates The Verge, SB Nation, Vox.com, Eater, Curbed, Racked and Polygon which reach passionate audiences of nearly 100 million each month with high value digital storytelling, journalism and branded content at scale.

“Our members wake up every morning thinking about the best new ways to create and monetize content,” says Jason Kint, CEO of the Online Publishers Association. “It’s integral for an organization like the OPA to help our members react to an industry in disruption, to continue creating a dialogue around sometimes divergent opinions and to add brands to our membership that not only represent the very best but are at the center of this evolution.”

All OPA members demonstrate a commitment to creating high-quality content experiences, as well as an ongoing, scrupulous commitment to best practices in delivering value to both consumers and marketers.

In addition to representing the interests of these digital publishers, the OPA will continue lending its voice and intelligence to marketers, advertisers, consumers and the industry at large. On September 18 in New York City, the OPA will host Content All Stars, an exclusive event highlighting the future of marketing and media with compelling content experiences. Along with a roster of world-class speakers, marketing and digital media leaders from a diverse range of businesses will come together to discuss the evolving intersection of content, media, marketing and consumer relationships. Request an invite at www.contentallstars.org.

ABOUT THE ONLINE PUBLISHERS ASSOCIATION
Founded in June 2001, the Online Publishers Association (OPA) is a not-for-profit trade organization dedicated to representing high-quality digital content brands before the advertising community, the press, the government and the public. The OPA produces proprietary research on advertising and media consumption online for our members and the public, creates public and private forums to explore and advance key issues that impact content brands, and works to educate the public at large on the importance of quality content brands.

Innovation | Video

Meredith Builds its Multiplatform Strategy with Debut of Better Homes and Gardens on Connected TV

September 5, 2014 Michelle Manafy, Editorial Director – DCN

Meredith reaches 60% of millennial women adults across its platforms. That’s more than MTV or Netflix. And, just over a year into her tenure as Vice President, Video Production and Product for the Meredith National Media Group, Laura Rowley plans to deliver content to this audience exactly when they need it and where they want it. To that end, Meredith recently announced that its Better Homes and Gardens brand has made its way onto Connected TV.

According to Rowley, this is a natural progression for Meredith, given its significant push into video over the past two years (the company now boasts more than 10,000 video titles across its sites). That progression, she believes, was a necessary one given the preferences of younger audiences. “We’d be crazy not to do a deep dive into digital video. We know that it is how Millennial women want to consume information. And they want it on whatever device suits them –tablet, mobile and, increasingly, Connected TV.”

The launch of the 30-minute Better Homes and Gardens streaming program marks Meredith’s first foray into Connected TV. As Rowley points out, Connected TV is rapidly growing in popularity, with three-quarters of TV’s predicted to be internet-connected by 2017. “So extension to this platform is key.”

The Better Homes and Gardens show will air twice a month on Net2TV’s Portico TV service, which is distributed to more than 30 million screens via smart TVs from Samsung, LG, Sharp and Philips; on Roku-connected TVs; and on Toshiba tablets and notebooks. The shows will also available online at www.portico.tv.

Rowley feels strongly that among Meredith’s 14 magazine titles and nearly 100 special interest publications, the Better Homes and Garden brand was the right title to begin with. “It is an ideal launching pad for Connected TV because it not only has the widest potential audience, but also the best content for a lean back experience.” That, she feels, is the sweet spot for Connected TV, as opposed to lean-in moments that are better suited for desktop or mobile.

After looking at “a whole lot of possible hosts,” Jackie Tranchida
(NBC’s First Look) was chosen to host the new Better Homes and Gardens show because of her genuine, personable style, one that Rowley feels is consistent with the brand. Maintaining that brand authenticity is essential as Better Homes and Gardens continues to build out its multiplatform strategy. Collaboration with the editorial team is a key factor in ensuring this consistency. “Meredith is one of the most collaborative companies I’ve ever worked for,” says Rowley. “Our editorial team is at the heart of our video creation strategy.”

She also credits Meredith’s emphasis on audience understanding as a crucial component in building out its content strategy. “I come from the Huffington Post, so the marriage of science and inspiration is natural for me. At Meredith, we have hundreds of data points on our audience of women and we are already at the center of the conversation they are having about better living and style.” Connected TV, says Rowley, “is the next step in a multiplatform strategy to empower her passions.”

She also says Meredith is continuing to experiment on content including quality, subject matter, duration and delivery. Next month, as part of the Meredith Originals strategy, the Parents brand will debut a web-based reality show called Baby Sleep 911. The series will follow a baby sleep-whisperer who offers tips and expertise for sleep-deprived parents.

Meredith has an “incredibly connected audience and we want to do everything we can to help her needs in the moment,” says Rowley. For her, the opportunity to lead this strategy is even more personal, “it is a thrill to create video for an audience so deeply invested in these brands. There’s so much video out there, but we are someone these women can trust.”

Innovation | Revenue

About.com’s Data-driven Overhaul

September 4, 2014 Michelle Manafy, Editorial Director – DCN

About.com debuted a major redesign this week, which CRO Brian Colbert says was, “long overdue.” While the site holds the enviable number 15 spot on Comscore’s list of most trafficked websites, About.com had fallen behind on design, usability, social and the ability to effectively monetize its traffic. “And if you aren’t innovating,” says Colbert, “you are falling behind.”

One significant challenge in undertaking an overhaul is what has always been one of About.com’s strengths: its deep well of content. About.com boasts 3.5 million pieces of content covering about 1,000 topics. “We amassed so many assets over time and we couldn’t just flip the switch all at once, so we opted for a phased rollout.”

Starting with a redesigned homepage in July, then working through the most popular verticals, Colbert says they were able to evaluate what the users responded to and what was most effective from an advertising standpoint “We made tweaks and modifications based on our analysis as we went. So we feel pretty confident of our major release Tuesday, and we rolled out the final two channels Wednesday.”

User Experience and Relevant Content
What’s readily apparent is that the new site has a much more modern, visual sensibility. “The content was always good,” says Colbert, “but it wasn’t presented in the most elegant way. In fact, the user experience had become really dated.”

In terms of content, Colbart says About.com will continue to use “a lot of the strategy that has worked well for us in the past with our narrowly focused experts that run a wide gamut of topics.” However the new site reflects an increased emphasis on social sharing and on building topic-centric user destinations. Each vertical has its own dedicated general manager and a customized social strategy. In the near future, About.com’s GMs will be making a concerted effort to seek out “personalities in their verticals who will bring more credibility and panache.”

Though the vertical landing pages and article templates are very similar at launch, according to Colbert over time they will begin to look more distinct. “The Money section will include rate tables and stock tickers; each will feel like their endemic brethren,” he said. The objective is to become less reliant on search to drive the site’s traffic and to become a place that enthusiasts and information-seekers routinely rely on.

Data-driven Relevance
Another objective of this relaunch is increasing users’ time spent on About.com by serving its 85 million daily visitors relevant content once they’ve found their way to the site. “We are aggressively surfacing related content. Recirculation is a real focus for us.” This goal is underpinned by About.com’s increased emphasis on data analysis, which includes a three-person (and growing) data science team. Colbert says their efforts have yielded a new understanding of how users interact with About.com’s content. “We’ve developed a proprietary tool that helps us understand which articles are related to each other, even if they may not seem relevant at first.” For example, if you are “reading up on million dollar investments, you might also want to read an article on Cayman travel.”

This data focus will also help About.com better monetize its audience by offering advertisers a better context for their messages so that they can be included on areas of the site where one might not immediately think to look – essentially in-house behavioral targeting.

In addition, About.com is betting heavily on content marketing. “That term gets tossed around a lot these days, but to us it means enabling advertisers to surround their content with ours in a way that makes it all relevant. We are very well positioned to take advantage of native and do it right because the nature of our content lends itself to native.” Colbert cites a current native campaign on How to Train for a Long Hike by the Merrell shoe company that is running in the Hiking section. “They already have authenticity in the space so users feel the advertiser plays a positive role through content. Done right, native should feel additive to the user experience.”

And in 2015, look for a major video push from About.com. Colbert says they have a new studio and are actively producing a significant volume of “video that will enhance the user experience.” With the relaunch and future plans, Colbert says that user experience will not be measured by clicks alone. “We are judging the effectiveness and success of the redesign through engagement. We want people to visit more often, stick around longer and do more on the site.”

Innovation | Perspectives

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.”

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.

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.