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DCN’s Recommended Reading: Week of April 30, 2015
Click to see all our recommended industry reads.
Practical Tips for a Programmatic Future
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.
Pew’s State of the News Media: The Mobile Majority
The Pew Research Center has released its 12th annual State of the News Media Report, which it has broken down into 13 areas of interest. This year, Pew is leading with the impact of mobile, noting that at the start of the year, 39 of the top 50 digital news websites derive more traffic from mobile devices than from desktop computers.
Mobile Marketing on the Rise
The IAB Mobile Center has released the third edition of its Marketer Perceptions of Mobile Advertising research. The new figures show that two in five (41%) marketers agreed that mobile programmatic advertising would help them reach their target audiences. However, the IAB finds that only 27% of marketers in total are actually buying inventory in this way.
comScore Versus the Bots: New Booklet Tackles Non-Human Traffic
As the digital ad spend rises, so does the amount of non-human traffic online. That is no surprise to Brian Pugh, comScore’s SVP of Audience, who has been tracking the issue for about 15 years. In those early days, says Pugh, no one wanted to talk about it; non-human traffic was one of the internet’s dirty little secrets. The bad news is that has grown a lot since then. The good news is that today people are discussing it openly and solutions are emerging to address the problem.
Publishers Explore the Potential for Apple Watch Apps
Apple’s slow reveal for the new wearable Watch has given publishers some time to think about how it might fit into their plans. The question of whether people might actually use the Apple Watch — and whether publishers should pour resources into creating their own apps — has to do with how users first understand and use the Watch in the first place.
Viewability 100% Guaranteed from Nativo and Moat
Viewability concerns have sparked a flurry of discussion, particularly around what should qualify as a viewable ad impression. Native advertising technology company Nativo has just teamed up with SaaS analytics and intelligence firm Moat to guarantee 100% viewability on native advertising for brand advertisers.
ESPN’s Jason Whitlock Talks Game Plan for The Undefeated
We sit down with Jason Whitlock to learn about his site—set to launch this summer—which will explore “race and culture through the lens of sports.” Whitlock candidly discusses the need for such a perspective in the marketplace as well as the niche approach and the pros and cons of the cult of personality approach.
Streaming and Multiscreen Viewing Continue to Rise
Today’s consumers own a variety of streaming video-capable screens and they are using these devices more than they did a year ago according to the Interactive Advertising Bureau (IAB) report “The Changing TV Experience: Attitudes and Usage Across Multiple Screens,” an in-depth study that explores new ground in the ongoing dramatic shift in consumers’ television viewing habits.
Inside DCN’s Next Conversation: Revenue Diversification
This is the second segment in our three-part series from the DCN The Next Conversation dinner — an event we hosted inside the Digiday Publishers Summit in Vail, CO on March 26th. This time we cover a topic that’s arguably over-analyzed and bordering on eye-roll inducing: Millennials. But this demographic is increasingly prevalent in our workforce and we need to make the most of them in our organizations as we seek to engage them as audiences.
Legal & Legislative Committee Call
If you are a DCN publisher or supporter member, please be sure to log in or register to access a PDF of the webinar presentation. Legal & Legislative Committee Calls…
Inside DCN’s Next Conversation: Millennials
This is the second segment in our three-part series from the DCN The Next Conversation dinner — an event we hosted inside the Digiday Publishers Summit in Vail, CO on March…