More than half of leading publishers see attention metrics as next new standard; Publishers identify lack of standardized metrics and research as biggest hurdles

New York, NY (October 22, 2014) – Digital Content Next (DCN), the only trade association that exclusively serves the diverse needs of digital content companies, today reveals research findings showing leading digital publishers are looking to time-based measurement as an emerging industry-standard metric. 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 findings of the report, How Time-Based Measurement is Grabbing Digital Publishers’ Attention, were shared at DCN’s Time-Based Measurement Day, a members-only gathering of executives from the leading digital content companies that was focused on the future of audience measurement. The program featured a panel of experts including Josh Schwartz, Chief Data Scientist at Chartbeat; Jonah Goodhart, Founder/CEO of Moat; Daniel Rothman, US Director of Marketing & Insight at the Financial Times; and Steve Ahlberg, Vice President, Advertising Solutions and Product Management at Gannett Co., Inc. Ad Age reporter Michael Sebastian moderated the panel.

“The digital publishing media metric of the future will include some form of attention-based metrics,” says Jason Kint, CEO of Digital Content Next. “Valuing content based on the amount of time consumers spend with it provides a meaningful, cross-platform measurement for brand marketers and publishers rather than counting links and clicks. This has the potential to solve a host of industry problems.”

Findings from the DCN report include:

• 80 percent of publishers already use time-based measurement in some form, and 20 percent plan to in the future. In addition, 80 percent are already testing or express an interest in transacting on time.
• 52 percent of publishers say time-based metrics could replace the standard impression as a universal currency for an ad unit; 48 percent say it could also replace click-through rate as a standard. 32 percent feel time-based metrics are not a replacement for any of the currently used metrics.
• 68 percent of publishers identify a lack of standard metrics and measurement as the main obstacle to adopting time as a currency. 48 percent identify lack of research demonstrating time is correlated to ad effectiveness as the main obstacle; 40 percent identify lack of marketer and ad agency education and interest.
• 90 percent of DCN members surveyed indicate that they use time metrics to internally evaluate performance of their sites and content among their editorial and/or sales and ad operations teams. Eighty-five percent of publishers share time-based metrics with agencies and marketers.
• Time based metrics are most often used as proof of engagement/attention or proof of quality of content as part of the sales story.

The research and findings are based on 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. The interviews took place in July and August 2014; in addition, the research drew on a quantitative survey of 25 DCN members conducted in September 2014.

Perspectives from industry executives at organizations like the 4A’s, Medialink and Simulmedia, are also included in the report. Mike Donahue, EVP of the 4A’s states, “Once we have opportunity to see (viewability) nailed as first step cross platform currency, the sequential next step currency is engagement. Short of scalable, affordable neuro measures (of emotional response), time is the best surrogate to measure engagement.”  ​

The report outlines DCN’s position statements in support of time-based metrics, specifically:

1. Time-based metrics enforce the need for viewability.
2. Time-based metrics create an inventory constraint that will introduce scarcity into the market.
3. Time-based metrics realign pricing with quality by naturally diverting revenue to higher valued content.
4. Time-based metrics provide a better measure of advertising than click-through rate.
5. Time-based metrics work across platforms.

The report also features best practices on how publishers can begin to integrate time-based measurements into their own teams and in conversations with agencies and marketers.

This is the first piece of research DCN has produced since the organization relaunched in September 2014 to renew focus on digital innovation and the creation of opportunities for high-quality digital content companies today and in the future.

To download the report, go to digitalcontentnext.org/research.

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ABOUT DIGITAL CONTENT NEXT

Founded in June 2001 as the Online Publishers Association, Digital Content Next is the only trade organization dedicated to serving the unique and diverse needs of high-quality digital content companies that manage trusted, direct relationships with consumers and marketers. Digital Content Next produces proprietary research for its members and the public, creates public and private forums to explore and advance key issues that impact digital content brands, and works to educate the public at large on the importance of quality content brands. More information about Digital Content Next is available at www.digitalcontentnext.org.

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Contact: Elizabeth Luke
HIGH10 MEDIA
212 918 2026
elizabeth@high10media.com

Thirteen-year-old association’s new identity signals its focus on digital innovation and the creation of opportunities for high-quality digital content companies today and in the future

New York, NY (September 19, 2014) – The organization formerly known as the Online Publishers Association (OPA) today announces a new name, Digital Content Next, a rebrand that signals a renewed focus on defining and confronting critical, big picture issues that its members face when creating digital content experiences for consumers and marketers.

Digital Content Next (DCN) is the only trade association that exclusively serves the diverse needs of digital content companies that manage direct, trusted relationships with consumers and marketers. With a diverse and powerful group of members – from established media brands such as The New York Times, Discovery Networks and Sports Illustrated, to digital natives, such as Vox, Slate and Business Insider, Digital Content Next’s membership has an unduplicated audience of more than 220 million unique visitors or 100% reach of the U.S. online population.*

The association hired a new CEO in May of this year, Jason Kint, former SVP and GM of CBS Interactive’s Sports division, and welcomed six new members to its elite membership of 55 brands in early September.

Kint’s focus for Digital Content Next is on guiding its members and the industry and setting the agenda for discussions on issues ranging from net neutrality to revenue innovation to privacy.

“Our members wake up every morning thinking about how to create great content experiences and monetize them,” Kint said. “Together we must pave the way for the content companies of the future to do the same, with powerful, dependable content that brings large audiences to their screens, engages and entertains them and compels them to share across other platforms.”

Digital Content Next will serve as a focal point for issues affecting digital content companies, providing thought leadership and proprietary research through its newly-launched content hub, InContext; hosting highly-focused member events to facilitate open and honest discussion; voicing issues of concern from a legislative perspective and creating a dialogue with the industry-at-large through conferences and summits like its Content All Stars for media and marketing leaders, held yesterday in New York City.

“The entire landscape has changed and the word ‘online’ doesn’t feel as relevant as it did 13 years ago with digital integrated into every corner of our lives,” says Kint, new CEO of Digital Content Next. “We have a responsibility to be forward-thinking in how we help our members and the industry overall imagine their future and to provide them the guidance and shared intelligence to make the bold decisions required to lead and innovate in our industry.

As part of the rebrand, Digital Content Next outlined the core values that underscore the work it does with members, policy makers, advertisers and agencies every day in its Trust Principles, also announced today:

1. We believe in an open Internet in which consumers and marketers may directly associate with our brands.

2. We are aware of the many choices of consumers across more and more platforms. We will honor their trust in our brands and relentlessly advocate for their respect.

3. We are aware of the many choices of marketers across more and more platforms. We will shine a light on the falsehoods and misconceptions in the modern digital marketplace in order to defend members’ businesses, particularly in the areas of ad tech and cross media attribution.

4. We will have a seat at the table representing trusted first party relationships in any discussion among advertisers, policy makers and the press.

5. We will create a trusted forum among members to share strategic insights, best practices and tactics in order to ensure a vibrant original content marketplace.

“The companies that millions of people turn to for their news, commentary, sports, entertainment, educational and professional information rely on us to understand how they can best serve their audiences and bolster their businesses,” says Martin Nisenholtz, who founded the Online Publishers Association. “With this reset, we will be working to push the industry forward to its next level of development.”

Plenty NYC (plentynyc.com), a full service advertising agency specializing in the creation of captivating digital campaigns, designed the Digital Content Next visual identity and new website.

*comScore Media Metrix, January 2014

ABOUT DIGITAL CONTENT NEXT

Founded in June 2001 as the Online Publishers Association, Digital Content Next is the only trade organization dedicated to serving the unique and diverse needs of high-quality digital content companies that manage trusted, direct relationships with consumers and marketers. Digital Content Next produces proprietary research for its members and the public, creates public and private forums to explore and advance key issues that impact digital content brands, and works to educate the public at large on the importance of quality content brands. More information about Digital Content Next is available at www.digitalcontentnext.org.

Digital Subscriptions Offer Myriad of Pluses for Publishers Including: New Revenue, Key Data, and Younger Audiences

New York, NY (Dec. 11, 2013) The Online Publishers Association (OPA) today releases research findings showing that a wide range of digital content publishers are leveraging paid models as part of their overall growth strategies. Among the newspaper and magazine members of the OPA, 95% have a paid subscription strategy and, according to the OPA Report: Digital Content Subscription Strategies Pay Off for Publishers, digital subscriptions are positively impacting revenue, attracting younger audiences, garnering valuable consumer data and enhancing ad sales.

“Paid models are proving to drive important business growth for these OPA members,” said OPA President Pam Horan. “The success they have seen illustrates the deep engagement consumers have with the content they love and, ultimately, their willingness to pay for it.”

The OPA Report: Digital Content Subscription Strategies Pay Off for Publishers highlights some of the common themes digital content publishers are encountering today, including finding ways to attract new subscribers; structuring and staffing digital marketing teams; balancing editorial decision making with data-driven content development; and the product development requirements for various digital platforms.

The research is based on interviews which took place between August and October 2013 with senior executives from Condé Nast, Consumer Reports, The Financial Times, Gannett Community Newspapers, Harvard Business Review, Meredith Corporation, The New York Times, Time, Inc., and The Wall Street Journal.

The Report shows that publishers are increasingly using the data acquired from digital subscribers to drive engagement, reduce churn and enhance ad sales. Publishers are also developing methods for evolving content development, staffing, business structuring and consumer awareness to support digital paid content strategies.

“First-party subscriber data has opened up a wealth of opportunities for our members to better serve their consumers and advertisers,” says Horan. “This includes delivering relevant content to subscribers while offering advertisers compelling ways to create deeper connections with the right readers.”

The following statements from OPA members interviewed in the OPA Report: Digital Content Subscription Strategies Pay Off for Publishers represent some key takeaways:

• “One lesson learned is that the digital subscription business should not be treated in isolation. By integrating decisions around this part of the business with others, we enhance our overall performance. Our decision to bundle the digital offering into print, for instance, prevented digital from cannibalizing print.”– Denise Warren, EVP, Digital Products & Services, The New York Times
• “Digital subscription requires very different circulation sales and marketing skills. To address that we have invested in ongoing employee training and put data at the heart of our organization” – Jocelyn Cripps, EVP, Global Marketing, The Financial Times
• “We have grown advertising business every single year since we’ve introduced subscription. Because of the deep relationship we have with the audience and the data we have on our subscribers we can guarantee that advertisers reach very specific scarce audiences. We consistently achieve a premium above market CPM.” – Rob Grimshaw, Managing Director, FT.com
• “We hired outside the publishing industry for consumer marketing, editorial and sales roles. We have been particularly keen to hire digitally savvy editors and marketers with experience in mobile, social, and e-commerce.” – Kim Miller, VP, Digital & Traditional Consumer Marketing, PEOPLE brand, Time Inc.
• “We take inspiration from companies like Amazon, which spend a lot of time acquiring a customer and then spend an equal amount of time programmatically [i.e. applying data science] keeping the consumer engaged.” – Michael Rolnick, Head of Digital / Chief Digital Officer, The Wall Street Journal

To download the report, please click here.

About the OPA
Founded in June 2001, the Online Publishers Association (OPA) is a not-for-profit trade organization dedicated to championing the content people love by helping to fuel the growth and vitality of high quality news, information and entertainment brands in the digital age. The OPA elevates the importance of original content by delivering thought leadership, providing a platform for member interaction and advocating for our members among advertisers, policymakers, and the press. The Association also produces proprietary research on advertising and media consumption online for its 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. Members of OPA represent the highest standards in online content creation with respect to editorial quality and integrity, credibility and accountability. OPA’s membership has an unduplicated audience of 220 million unique visitors or 100% reach of the U.S. online population (comScore Media Metrix, January 2013). For more information, visit www.online-publishers.org

Media Contact:
Elizabeth Luke
HIGH10 MEDIA
212.918.2026
elizabeth@high10media.com