- TechCrunch: Media Tech And Venture Capital (5 min read)
- Poynter: How Vox Media gets readers to share on Facebook (3 min read)
- INMA: Think all news media companies have the same value proposition? Think again (4 min read)
- The Baffler: Purple Reign – The unmaking of Yahoo (43 min read)
- The Guardian: Guardian appoints Katharine Viner as editor-in-chief (4 min read)
- NPR News: Robot Reporters: Software Turns Raw Data Into Sports, Financial Reports (3 minute listen)
- Digiday: One year in: What The Guardian’s content studio has learned (3 min read)
- Jay Rosen’s Press Think: Full Stack Credibility (7 min read)
- New York Times: Gigaom’s challenges: poor leadership, spending beyond means, inattention to long term problems (7 min Read)
- New York Times: Biggest Advertisers Are Sending Their Dollars to Digital (2 min read)
- Washington Post: Why some are terrified by the idea of a Google truth machine (5 min read)
- Ad Age: New-Media Powers Say They’ll Be Profitable Soon. Don’t Ask About That Facebook Plan (3 min read)
- Reynolds Journalism Institute: In the new news ecosystem, getting paid means: personalizing, bundling, and wholesale-retail pricing (16 min read)
- PBS MediaShift: Journalism and Social Media: It’s a Love-Hate Affair (5 min read)
- AdAge: Another Round of Web Redesigns Brought to You by ‘Viewability’ (4 min read)
- CJR: Can Tony Haile save journalism by changing the metric? (16 min read)
- WSJ: The Most Powerful Player in Media You’ve Never Heard Of (6 min read)
- AdAge: Former Mediacom CEO Alleges Widespread U.S. Agency ‘Kickbacks’ (3 min read)
- Fusion: How an advertising company put a ‘marijuana cookie’ on your computer to get weed legalized (8 min read)
- LinkedIn: The New New in Digital Advertising (10 min read)
- Digiday: What worries European publishers most (2 min read)
- WSJ: Trying On the Apple Watch: Natural Feel, Fewer Distractions (3 min read)
- Guardian: Nobody cares about their online privacy… until it’s gone (4 min read)
- WSJ: Facebook Policies Taken to Task in Report for Data-Privacy Issues (4 min read)
- Variety: Why the FCC’s Net Neutrality Vote Matters to Hollywood (5 min read)
- LATimes: FCC vote could be game changer for Internet privacy (6 min read)
- Guardian: Financial Times to change way it charges for online content (5 min read)
- ZDNet: ‘Trust is the new currency’: Can the mobile industry win back users with privacy promises? (4 min read)
- WSJ: Is Facebook Friend or Foe for Telecom Operators? (6 min read)
- Re/Code: Comcast-Time Warner Deal Critics Ramp Up Opposition (3 min read)
- Gigaom: Entrepreneurs embrace net neutrality plan (except Mark Cuban) (2 min read)
- Digiday: Viewability’s elephant in the room: Will advertisers pay more? (3 min read)
- Entrepreneur: Attention Is the New Currency for Brand Advertising (5 min read)
- Christian Science Monitor: What is intellectual privacy, and how yours is being violated (7 min read)
- BusinessInsider: About.com CEO explains how he plans to make the site 1% better each week (5 min read)
- Re/Code: Digital Content and the Social Flywheel (8 min read)
- Paul Greenburg: Riding Above the Platforms (3 min read)
- Spiegel Online: Jeff Bezos Takes Washington Post into Digital Future (16 min read)
- WSJ: Apple’s Tim Cook Skewers Those Who Don’t Protect Privacy (2 min read)
- Ad Age: Tensions Run High as Advertisers, Publishers Discuss Fraud at IAB Meeting (2 min read)
- MediaLink: Currency in an Attention Economy (3 min read)
- The Verge: Google adds fact-checked medical information to search (2 min read)
- Seth Godin: Is Google making the web stupid? (4 min read)
- Ars Technica: AT&T charges $29 more for gigabit fiber that doesn’t watch your Web browsing (3 min read)
- Nick Denton: Of course a brand can be your friend (7 min read)
- The Verge: The web’s inventor rallies Europe in support of net neutrality (1 min read)
- Techcrunch: Google Faces Fight In Europe On Search Delisting (12 min read)
- Ad Age: Healthcare.gov and State Sites Still Crawling With Ad Trackers (4 min read)
- IAB: IAB research on Rising Stars Ads and Brand Equity (30+ min read)
- NYT: Vox and BuzzFeed Obtain Interviews With Obama (2 min read)
- Medium: 64 Ways To Think About a News Homepage (4 min read)
- NYT: Lawmakers Call for Investigation Into Verizon’s Use of Mobile ‘Supercookies’ (2 min read)
I was thrilled to see an industry visionary like Ev Williams tackle the measurement discussion with his post “A mile wide, an inch deep” and advocate the use of a dimension beyond simply unique visitors.
We agree that time is a critical dimension and arguably the most important one as noted in our recent report “How Time-based Measurement is Grabbing Publishers’ Attention.”
In terms of measuring the quality of an audience, Ev’s “rectangle analogy” nails it.
Ask any junior high student which rectangle is bigger, one that is three inches wide or one that is two-and-a-half inches wide, and they’ll tell you it’s a nonsensical question unless they have more information — specifically, the height.
And yet, we literally say one company or service is “bigger” based on a single number — specifically, number of people who have “used” it in the last 30 days.
A site that attracts one million visitors for 30 seconds per month is an entirely different business than one that attracts one million visitors for 3 hours per month. The same holds true for brand advertising. We will continue to urge the industry to debate and discuss a time-based measurement world, what it means to brand advertisers and how it more correctly aligns the incentives for creating great media. As Ev so eloquently puts it: “Most Internet companies would build better things and create more value if they paid more attention to depth than breadth.”
It’s an Attention Economy. Content is everywhere and so are the consumers. We need to be in the business of making the most of their precious and valuable time. We’ll be exploring this topic in depth at the 13rd Annual Digital Content Next Summit later this month. It is members-only but we’ll be reporting on the insights and major themes on InContext after the event.
The Interactive Advertising Bureau (IAB) today released the “State of Viewability Transaction 2015,” a position paper offering the digital media and advertising industries guidance on how to manage the shift of digital media’s “audience currency” to 100 percent viewability. During this ‘Year of Transition,’ the IAB recommends 70% as the best threshold for buyers and sellers (upping the standard from 50%, which the Media Rating Council (MRC) called for in March of this year).
To foster stronger collaboration and build trust throughout the entire media ecosystem, the IAB recommends that marketers, agencies, and publishers adhere to seven principles during 2015, which it outlines here.
“The entire industry came together to provide true accountability through a single viewability measurement. At this point in time, it’s critical that all parties adhere to the MRC standard and provide for a period of transition while the systems catch up. On behalf of all premium publishers, I commend the IAB’s shepherding the industry through this phase.”
—Jason Kint, CEO, Digital Content Next
Read the IAB’s entire “State of Viewability Transaction 2015” statement.
On Tuesday, the Association of National Advertisers (ANA) and ad-fraud-detection company White Ops, Inc. released the results of their two-month analysis of billions of ad impressions on 36 sites. Research like this is both ambitious and important, and we applaud the effort. Unfortunately, discussions such as these lend themselves to salacious headlines and data analysis can be challenging (and often misinterpreted or even misrepresented, out of context). Our CEO Jason Kint took offense at one such misleading article and we encourage you to read his comments, which were published on Re/code this week.
We were also pleased to see that one of our member companies, AOL, also quickly stepped into the fray to help shine a light on this issue as well as what they are doing to tackle the issue of ad fraud.
At AOL, combating bot fraud is a top priority. We have several teams that are 100% dedicated to the effort, and we will continue to make significant investments to lead the industry in this battle. Our focus is on creating and integrating the best technologies–both proprietary and best-of-breed through 3rd party partnerships (including the Integral Ad Science, Forensiq, DoubleVerify, MOAT, and more)–that stay ahead of organized criminals. What works today may not necessarily work tomorrow and we cannot let our guard down for even a moment. The fight against bot fraud must remain a multilateral effort 24-7, 365.
AOL goes on to discuss its own efforts and to provide resources for those who seek to battle ad fraud, and inform themselves about the issue. Read the AOL article here.
What makes a “Master of Marketing”? One of the undisputed “masters” of the discipline, former P&G CEO Jim Stengel, singled out a few marketing stars in a recent Forbes article, selecting quotes from their presentations to the 3,000 attendees at the ANA’s annual conference in October. What rang true for him — and for me — were the statements reflecting “brand purpose” “innovation” and “standing out.” And, appropriately for those of us in the digital content business, that marketers are competing for attention in a wildly cluttered age of information and disruption:
“You are competing with every piece of content ever made for every person’s attention. You need to be entertaining. Don’t outsmart. Out entertain.”
Dolf van den Brink, President & CEO – Heineken USA
Nearly 3,000 marketers attended the ANA conference last week and left energized with many new insights from an all-star line-up of speakers. These are the best quotes of the week.
Over the past several years, there has been a rush to create ever more digital video content by those you’d expect—traditional broadcast companies such as A+E Networks and NBCUniversal and multiplatform companies like Bloomberg and ESPN—as well as a slew of “print-” or “text-based” companies such as Conde Nast and Business Insider. Yet with companies rushing headlong to heed the siren song of booming digital video viewership and ever-increasing demand for video advertising, it is so good to read a level-headed evaluation of video audiences by way of Chartbeat Chief Data Scientist, Josh Schwartz.
There’s significant momentum for publishers toward increasing the production of video content, on account of both the strength of video as a medium for storytelling and high video CPMs as advertisers begin to move their TV spends online (see the Chicago Tribune’s coverage for one example). An increase in video content across the board, of course, means that it’s all the more important that we have a sense of which parts of our audience we can hope to reach with video…
When visitors land on a text-based article, in almost all circumstances they read some portion of the article’s content… With video consumption, though, the situation is entirely different: Excepting sites that automatically start videos when a visitor lands on the page, there’s massive attrition between the act of visiting a page with video on it and the act of actually pressing play. Of course, if someone doesn’t even play a video, the quality of the content is moot – we can’t possibly hope to win them over with a video that isn’t watched – so our first goal must be to identify and understand who the best candidates are for pressing play.
His piece “Video Production Is on the Rise – But Who’s Watching?” PBS Media Shift is well worth a read for those making a move into, or seeking to optimize their investment in, digital video.