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Advertising | Industry-Research

Consumers oppose being microtargeted by political advertising

Consumers are very aware that social platforms and websites collect information about them. However, most Americans say political campaigns should not be able to target them with digital ads based on their online activities. In fact, according to the Knight Foundation and Gallup’s new research, nearly all say they believe that Facebook and Google (97%), Amazon (96%), and news sites or apps (88%) collect data on their browsing history and purchasing habits. However, this research found that 72% say that internet companies should make no information about users available to political campaigns in order to microtarget certain voters with online advertisements.

Limited targeting

A much smaller population of consumers (20%) state that general details about internet users, such as their gender, age or zip code should be permissible to use for targeting. This is in line with the advertising policy at Google, which limits the information political campaigns can use for targeting. Interestingly, 7% of U.S. consumers are okay with microtargeting saying that any information should be made available for a campaign’s use. This is consistent with Facebook’s practice, which does not place any such limits ad targeting.

Acceptable approach

Almost 60% of consumers favor websites showing ads with the disclosure of who paid for the ad, how much it cost, and whom the ad is aimed at. However, there’s a smaller consumer population (20%) that wants no political advertising in absolute terms. This is the policy adopted by Twitter.

An even smaller consumer base of 4% want no political ads shown in the final month of an election campaign. Juxtaposed to this is 16% of consumers who believe ads should not be regulated because they are a form of free speech.

Further, almost all consumers believe platforms should refuse misleading content in political ads.

Specifically, consumers said social media should not allow political ads that would target supporters of an opposing candidate and provide the wrong election date (81%). In addition, consumers said that platforms should not allow display ads that say a politician voted for a policy if in fact, they did not (62%). Close to half of all consumers (45%) think that social media companies should not accept ads that misrepresents or omit facts about a candidate.

Political parties react differently

  • Democrats are more likely than Republicans to favor stronger policies regarding content in political ads. Nine in 10 Democrats (91%) say an ad targeting an opponent’s supporters with an incorrect election date should be refused, compared with 73% Republicans.
  • Seven in 10 Democrats (71%) compared to Republicans (55%) say an ad that contains an inaccuracy about a politician’s voting record should be refused, while half of.
  • Fifty percent of Democrats say an ad omitting some details about a candidate’s position should be refused compared to 41% of Republicans.

Currently, there’s much debate in D.C. and Silicon Valley about microtargeting political ads. Social seem content to make their own policy decisions. Unfortunately, this leaves consumers very vulnerable and concerned about the often divisive, and even false

Industry-Research

How “Behind the Story” cards affect readers’ trust in the news

In an effort to provide more transparency in journalism, McClatchy, a local news publisher with a footprint in 30 markets, designed an information card to help readers better understand the reporting process. To evaluate its effectiveness three McClatchy newsrooms undertook a study to explore whether the placement of these informational cards on a news organization’s website affected readers’ recall of the card and trust in news.

The information cards, called Behind the Story (BtS), highlight why a topic is important to write about, how the story is written, and who the journalist interviewed. The Center for Media Engagement, in partnership with three McClatchy newsrooms: The Wichita Eagle, El Nuevo Herald and The Sacramento Bee, conducted research with over 300 participants to assess recall and efficacy of the BtS cards.

Overall, the findings show that, while the BtS card appealed to most readers, a majority of readers did not notice the presence of the card when placed within the context of an article. Importantly, however, when shown outside the context of an article, a majority of readers said the card would improve their trust in a news organization.

Recall

In all, 34% of respondents said they remembered seeing a section titled “Behind our Reporting” when the card was placed within the context of the article compared to 21% who recalled seeing the BtS card when placed at the bottom of the article. Although a higher percentage of people noticed the BtS card when it was placed in-line, the difference in overall recall is not statistically significant compared to the card appearing at the bottom of the article.

Interestingly, non-subscribers were significantly more likely to recall the card when it appeared in-line (40%) than subscribers (30%).

Trust

Placement of the BtS card, in-line or at the bottom of the article, did not impact participants ratings to the trustworthiness of the article, the news organization or the reporter in a significant matter. Overall, the study suggests that using a card designed to improve transparency may positively affect trust. However, newsrooms need to ensure that it’s noticeable.

Previous research from the Center for Media Engagement found that less than 10% of readers in three communities thought that their local newsrooms adequately explained how and why they decide what stories to cover.

With efforts like these, McClatchy is taking important and positive steps to help strengthen readers’ trust and negate concerns with misinformation and fake news. Fine tuning the placement of the BtS card and its messaging are encouraged. Future research should assess additional BtS designs, verbiage and continue to test best placement and overall impact on recall and trust metrics.

Industry-Research

Publishers prepare for 2020 with technology investments

Digital publishers see rays of hope as they continue to monetize premium content, transform business strategies, maximize technology investments, and increase revenue diversification. Just over two-thirds (69%) of digital publishers expect to see an overall revenue growth in 2020 according to a new report, Publishers Bullish on Talent, Tech and Growth in 2020, from Folio. Of those publishers expecting revenue growth, a quarter anticipate double digits. Only 4% of participants expect revenues to decline. This research is based on 182 surveyed industry professionals accompanied by eight in-depth executive interviews.

Growth expectations

Respondents report the top three categories for revenue growth are digital advertising including branded content (58%), live events (43%), and marketing services (38%). In addition to revenue growth, audience growth is also expected in 2020. Twenty-eight percent of publishers expect a 10% growth in audience while more than one-third (36%) expect single-digit growth. 

Audience development is more than just chasing clicks on digital platforms. It’s about learning your business ecosystem and how the pieces work together. Executives cite email (54%), social media (53%), and events (44%) as the strongest performers for audience development. 

2020 priorities

Publishers recognize the need to invest in the video side (35%) of their business as well as back end technology and operation systems (34%) for content management and advertising businesses. Publishers, especially traditional magazine businesses, see video as a very lucrative way to reinvent their content strategy and distribution model with attractive advertising packages at high CPMs.

Executive interviews

Catherine Levene, President, Chief Digital Officer of Meredith Corporation, participated in Folio’s executive interviews. Meredith charted its course in preparation for 2020. Levene said Meredith is keenly focused is on innovation. This includes technology investments, including a new content management system and a first-party data and insights platform.

She also mentioned Meredith’s investments in video production and distribution and new content-to-commerce capabilities. Levene sees a win-win for their audience and advertisers, “We are creating content and experiences that drive engagement and are offering predictive advertising that achieves results for our marketing partners.”

Erin O’Mara, President of The Nation, also participated in the executive interviews. O’Mara described the digital business as more than just a website, it’s about super-serving the audience. A new initiative, “The Nation Classroom,” uses their archives to create robust teaching modules for high school student. The goal for this project is to be profitable as well as to make available to schools that cannot afford it. O’Mara see this initiative as an important step to extend a brand experience through community outreach.

As Folio’s research suggests, there is no time digital media brands to standstill. It’s essential for media companies to take the steps to identify the key business and audience strategies and investment in them.

Industry-Research

New research offers a method to build habit-forming news products

Readers once consumed the morning paper as regularly as their morning coffee. As well-trained hounds would retrieve that paper from the lawn, consumers had deeply ritualized routines around their consumption of news—be it a daily morning hit, the nightly news, or a Sunday deep dive. New research from Twipe examines the evolution of reader consumption patterns and the need to rebuild a “habit loop” in order to create loyal customers.

Pre-digital,  many consumers had a daily consumption pattern that, for example, involved reading the morning paper. However, when news went online, the product experience didn’t follow. In fact, most news organizations shifted from publishing any sort of “edition” to publishing a constant stream of information. To compound this, it was increasingly disintermediated and delivered on a wide range of platform and contexts. Readers developed fragmented reading habits and, as Twipe points out, publishers “failed to prioritise maintaining the habitual relationship with their readers.”

This report, which is latest chapter of Twipe’s Reinventing Digital Editions research series, was based upon interviews with leading newspaper publishers across Europe and the United States. They analyzed these insights to create “a habit formation canvas for news” and to highlight best practices for forming habits with news products.

Cues, triggers, actions

Citing Charles Duhigg’s research in the “Power of Habit,” Twipe’s research looks at the cues and triggers that foster habits in content consumers. For newspaper publishers, time is a particularly important cue, as many people crave news early in the morning. Location is another key consideration, as forming habits with commuters provides a location-optimized opportunity. Twipe also touts the effectiveness of the popular red dot, which alerts readers to updates in a given app.

Cues and triggers alone won’t form a habit, however. The research suggests that publishers then follow Nir Eyal’s advice and prompt a “very simple action… that is easier than thinking,” such as a click, swipe, or tap that is then given a “variable reward.” This is an approach well-documented in casinos and other forms of “addictive design.”

For publishers in particular, Twipe suggests that “mixing structure and predictability with the serendipity of discovering unexpected articles offers a variable reward that powers the habit loop.”

Best practices

Based up its observations of, and interviews with, successful publishers, Twipe offers five best practices for habit formation with news products (which it explores in a series of case studies in the report):

  1. Know the existing habits of your readers
  2. Your content is the key to the hook
  3. Invest in product experiences for the right habits
  4. Transform your organization
  5. Focus on the right metrics

The good news, as Twipe points out, is that “publishers have this know-how in their DNA.” Given the longevity of the news business, publishers understand how being a reliable, regular part of consumers’ lives builds a deeper relationship. With the right understanding of habit formation, combined with consistent respect for consumer needs and expectations, news publishers can leverage digital to regain their role as part of a regular media diet.

Industry-Research

Gen Z not only loves content, they pay for it

Media is embedded into the lives of Generation Z. This group, ages 14 to 22, are digital natives and socially driven. According to a new report from VICE Media in partnership with Ontario Creates, Gen Z: The culture of content consumption, media and pop culture have a significant impact on their identity. This study focuses on how Gen Z discovers, consumes and shares cultural content. This is defined as film and TV, art, lifestyle, gaming, music, and literature. (It excludes politics and hard news).

Three quarters of the Gen Z respondents (75%) report that original content is important to them. They like to hear about different topics and are open to storytelling in new and creative ways. Gen Z also likes to explore and engage in a variety of different voices and viewpoints. Their number one content preference is music followed by humor, memes/internet culture, gaming and food, dining and drinks.

Content discovery

Gen Z discovers content most often from personal recommendations from family and friends, music streaming services like Spotify and Pandora and from publisher websites.

There were born to social platforms and it plays an important part in their content discovery. YouTube is their number one content source with Instagram as a close second followed by Facebook and Snapchat. TikTok is also gaining popularity. Gen Z tends to like content on social platforms, that is transparent, with few barriers between the creator and the audience. In order to successfully engage with Gen Z, publishers should experiment with different storytelling techniques on social platforms.

Multitasking

True multitaskers, Gen Z often has a second device in hand (60%) while watching shows and movies for entertainment. The second device is used to socialize, engage in another entertainment mode (e.g. gaming), or find complementary information on the content being viewed.  

Subscriptions

Nearly all of Gen Z consumers (90%) pay for their content with, on average, four different content subscriptions. Music and video streaming are the top paid services followed by console games, PC games and mobile games. Gen Z reports that they are willing to pay for content if it offers better quality (61%), better experience (56%), and is more convenience (50%). Only four in 10 noted the need for an ad-free environment. Gen Z is looking for a frictionless and personalized experience with their subscriptions. They like the idea of platforms curating high quality content for them.

Pop culture and media play an important role for Gen Z. To attract this generation, publisher’s content should strive to:

  • Embody diversity
  • Entertain as well as inform
  • Attract global representation
  • Empower and support unique voices
  • Ensure quality (advertising platforms are fine)
  • Promote discovery and engagement across platforms

Importantly, the content needs to connect with Gen Z on an emotional level and showcase authenticity. Gen Z is conscious of content brands and publishers should think about ways to establish their credentials with this generation.

Industry-Research | Perspectives

Inside the maturing podcast advertising market

If you open a podcast app, like Castbox, Spotify or Apple Podcasts, the content available is immensely vast. Hundreds of thousands of podcasts in every thinkable category, available with the tap of a finger and a slip of an earbud.

Want to learn something about unconscious patterns that drive human behavior? Try NPR’s Hidden Brain. Can’t get enough true crime stories? Try season one of Serial, which might be credited to starting the whole podcast craze. Perhaps the newest, burgeoning fiction podcast category might be more your speed. Short 20-minute audio experiences tell a story over a handful of episodes. Featuring the voice talent of actors like Rami Malek and Josh Gad and complete with sound effects and music, they create a new kind of digital audio content that hasn’t existed before.

Podcasts have become an easy way for people to learn and relax. And with the ability to listen across devices, and with a multitude of available app choices, you can start a podcast on a phone to make a lengthy work commute go faster. When you get home, pick up where you left off by casting to a Google Home device and make mundane chores like washing loads of dishes seem not so boring. These new listening scenarios have created new opportunities for brands to engage with potential customers in places and times that previously were more difficult to tap into.

Follow the money

Plenty of people are consuming podcast content, but are the ads that go with them resonating with listeners and delivering an impact back to the brand? Kantar conducted an analysis of 12 podcast ad campaigns which were inclusive of automotive, CPG, finance, technology and other brand categories. Findings indicated that ads in podcasts contributed to increased brand awareness at a near identical rate to other channels, including in comparison to traditional radio and display. However, when looking at lower-funnel metrics, like Brand Favorability and Purchase Intent, podcasts emerged with lifts 37% higher than other media channels in aggregate. Results like these suggest that listeners are connecting well with the ads that run within podcasts and this resonance is translating to strong brand growth.

Source: Kantar MarketNorms®

As consumers are spending more time behind personal devices, podcasts aren’t just a shiny new way to spend coveted ad dollars. As discovered in Kantar’s Getting Media Right study in 2019, marketers are recognizing the impact and potential of podcasts, and plan to funnel more of their budgets to podcast advertising in 2020. This intent to increase spend puts the medium just behind planned dollars devoted to online video and social, but ahead of traditional channels like radio and online display.

Source: Kantar Getting Media Right 2019

The IAB reported in 2019 that podcast ad spend was estimated at nearly $679M and with the presence of podcasts on media plans expected to soar in the next year, it could easily surpass more commonly used media channels as a relatively uncluttered way to engage with both niche and broad audiences. 

Fun with formats

A variety of ad types have emerged, from companion banners in-app and dynamically inserted pre-recorded ads to baked-in voice-overs read by the host in the middle of the podcast, and the ever present “this podcast is brought to you by…” opening message. So, there are plenty of opportunities for advertisers to fully leverage the podcast platform and engage listeners from multiple angles.

Increased advertising in podcasts will help define the effectiveness of different podcast ad formats and how they create varied content experience for consumers. However, with the superior ad effectiveness seen so far for podcasts and high brand interest, the medium should be a fast-growing channel with loads of potential for media companies to deliver unique advertising opportunities to in a “quieter” media environment.

Industry-Research

What Chartbeat’s loyalty research says about the future of device, channel strategies

In recent years, global publishers have shifted their focus on the ties that bind loyal readers and their propensity to become subscribers. Therefore, we wanted to better understand loyal reader behaviors, starting with an analysis across devices and distribution channels. Here’s what we found.

Loyal readers no longer tethered to desktops

Believe it or not, loyalty is actually higher on mobile than desktop when we analyze our global publisher data.

Across the board, mobile visitors show more loyalty. We see the accessibility of these devices — a 24/7 window into what’s going on at any moment — driving this trend. This does not mean desktop traffic is going away, it’s just often tethered to a single place (e.g., work or home), whereas your mobile device moves with you all day long.

When looking at weekly visits by traffic sources across mobile and desktop experiences, we saw that app direct visitors are nearly 6x more loyal than platform visitors.

This finding begins to make more sense when you think about publishers’ renewed focus on mobile experiences. Particularly when you consider the fact that the overall number of visits taking place on mobile increased by more than 20%.

Where visitors are finding apps and how it impacts loyalty

Visitors coming to apps via deep links or direct traffic on the web do so three times more often than platform visitors, as we see below. That said, our research found that at this point loyalty is roughly the same when it comes to the major platforms (i.e., Facebook and Google Search).

What our channel loyal findings mean for content creators

“Subscription is an act of loyalty, and readers need some way of developing that loyalty and affinity for a publication before they’re likely to pay,” Josh Schwartz, our Chief of Product, Engineering and Data Science, recently told Nieman Lab on the topic of reader revenue and loyalty. The data we outlined in this piece suggests that publishers are increasingly aware of this journey to develop loyalty, using multiple channels (and increasingly, mobile-first experiences) to grow these relationships over time.

A few other takeaways from the research:

Shift in app experiences suggests new paths to loyalty

The data suggests that loyal readers want a direct path to publishers — a huge indicator that there’s value in improving app and direct to mobile experiences. That being said, friction along the mobile journey poses a massive hurdle in getting even loyal readers to move closer to subscription.

Platforms still have a prominent role in loyal readership

Yes, we’re seeing an interesting shift in visitor patterns that favor direct visits to apps. Yet, loyal readers are still coming from Google or Facebook. Our recent research shows that there’s still a case to keep your platform presence top of mind.

Movement matters when it comes to device-based loyalty

Loyalty among mobile visitors is growing rapidly. This finding makes sense when you think about today’s mobile-first readers. Don’t go abandoning your investments in desktop, especially since we still depend on this experience every day.

Overall, we see that loyalty among mobile visitors is growing rapidly, which makes more sense as we think about today’s mobile-first readers. Moreover, it points to an important shift in audience behavior — loyal readers want a direct path to publishers. This tells us there’s still a massive opportunity to improve app and direct to mobile experiences. 

Industry-Research

Edelman Trust Barometer indicates the distrust of media is fueled by social platforms

In the past, encouraged by a strong economy, consumers found core societal institutions, government, business, NGOs and media, both competent and of high ethical standing. Unfortunately, according to the 2020 Edelman Trust Barometer, this sentiment is no longer true due to the rise of violence, government corruption, fake news, financial insecurity, and other unsettling conditions. Today’s consumer does not trust the government, businesses, NGOs, or media.

Edelman defines trust based on a combined measurement of these two distinct attributes: competence (delivering on promises) and ethical behavior (doing the right thing and working to improve society). The Edelman Trust Barometer is based on an online survey sampled of more than 34,000 respondents across 28 markets.

Edelman reports a significant imbalance of trust, a 14-point gap, settings a new record among the informed public and the mass population. The informed public, defined by Edelman as a wealthier, more educated and trusting consumer cohort, are far more trusting of every institution than the mass population.

Media trust

Within the media sector, search engines and traditional media (newspapers and broadcasting) are equally trusted at 61%. Social media, on the other hand, is the least trusted media source at 39%. And in developed countries traditional media outperforms social platforms by 30 points on average.

Social platforms continue to fuel the growth of distrust in media. While smartphones offer the power of communication in the user’s hand, this accessibility also accelerates the flow of user generated content and comments. Unfortunately, social amplifies and exaggerates false and misinformation and magnifies filter bubbles of extremism. It’s no wonder that three-quarters of respondents (76%) said that they worry about false information or fake news being used as a weapon.

For the first time this year, the Edelman Trust Barometer asked respondents to rate if an institution is doing well to very well on different issues. Related to this was a question to gauge the potential impact on trust associated with each issue. Media companies scored lowest on five issues: keeping social media clean, being objective, information quality, important vs. sensationalized content and differentiate opinion and fact. However, if media companies perform better on these issues, it will drive significant consumer trust.

Insert To build trust chart

It’s important for premium publishers, when working with social platforms, to ensure their brands are clearly differentiated from the platforms where their content appears. Further, publishers should continue to find new ways to build trust, especially on the issues with the most potential to growth in trust. Because, given their direct one-to-one relationship with consumers, trust is a critical factor for publisher success. 

Industry-Research

Reuters finds reader revenue critical for the future of media

Mobile and social media received a lot of attention this last decade. Major media trends included fragmented attention, intermediated media, and growing distrust in journalism. So, what will the next 10 years present? The Reuters Institute once again looks at our past and evaluates emerging trends to forecast what’s ahead in media in its report, Journalism, Media, and Technology Trends and Predictions 2020. Overarching themes for digital media in the next decade center on internet regulation, the re-establishment of trust in journalism, and creating a closer connection with the audience.

In addition, the report includes key trends and predictions for 2020 (see full report for the entire list).

1. The media business looks good; journalism less so.

The media business has a positive outlook but not so for journalism itself. While media executives feel confident or very confident about their company’s prospects in 2020, they feel less so about journalism in general. Their confidence for the media business centers on reader revenue and paid content, stable and growing income while advertising remains unstable. Further, the media business looks strong while consolidation is expected to continue. The latest in consolidation is a focus on keeping the editorial voice of the brands acquired while integrating back-end tech and data systems.

2. Digital leaders have mixed reviews for platforms.

Those surveyed are more positive about Google and Twitter than Apple, Facebook, Snapchat, and Amazon when it comes to initiatives to support journalism. Sixty percent of respondents rated Google as average or better while the other platforms were less favorable (it’s important to note that many publishers surveyed are currently or past recipients of Google innovation funds).

The overall sentiment from publishers regarding platforms is they want a level playing field where they can compete fairly and get proper compensation for their content and its value. Publishers in the EU are trying new intervention tactics to address these companies dominance. One example is the EU’s new copyright directive, aka the link tax. This policy requires platforms to pay for unlicensed content that appears in aggregated news services. France is the first member state to carry out the directive. Google reacted with displaying less content rather than pay. Courts will be deciding the next actions.

3. Reader revenue is a major focus for the new decade.

Executives believe reader revenue offers stable and growing income for news publishers. Half of those surveyed report that reader revenue is the most important revenue stream going forward. Subscriptions and memberships help publishers access reader information. In fact, many publishers rely on consumers login to their services for first party data. With new data tracking regulation in play and opt out ad-tracking browsers, publishers need to entice readers to register and login.

4. Audience growth, better measurement and ease of access will continue the growth of podcasts.

By 2021, US podcasting revenue is projected to grow by approximately 30% a year to reach over $1 billion. New formats are being explored from the recognized interview and chat format to new documentary formats.

Bigger audiences, better measurement, and easier access have combined to change the economics of podcasting. This is encouraging publishers to invest in creating more quality content and platforms to invest in better distribution and monetization.

Overall, the report finds that digital publishers seek to diversify revenue and strengthen user engagement with multiple touchpoints and products in the decade ahead. Newsroom have the added challenge of modernizing their presentation without compromising quality and trust and receiving proper compensation from the intermediates. While many industry challenges continue, publishers are well positioned to tackle these issues.

Advertising | DCN-Research

New DCN report offers insights on programmatic marketplace

Digital Content Next (DCN) has released a strategic advertising report, TRUSTX Programmatic Market Insights Report, which offers learnings on the mechanisms, practices, and performance in play in the programmatic market. The report is based on interviews with publishers as well as insights from the teams at DCN and TRUSTX – DCN’s cooperative and private marketplace launched in 2016. It gathers insights from publishers and distills best practices to help educate and drive a positive industry discussion in the programmatic ecosystem.

Publishers report that there is an overall institutional resistance to adopting a cost-per viewable model at scale within a media ecosystem predicated on low CPMs and often low-quality content. The report also uncovers some high-level insights into the programmatic market and offers an insider’s view into programmatic practices.

Supply-Path Optimization (SPO) and Demand-Side-Platform (DSP) Throttling

Two specific industry practice noted by publishers include:
Supply-Path Optimization (SPO) and Demand-Side-Platform (DSP) Throttling

This practice occurs when DSPs exclude an SSP’s bid based on bidding history in order to increase the likelihood that a bid will win. DSPs favor the SSPs with the highest number of queries per second (QPS). This enables DSP supply path optimization intelligence to “learn” how to win.

These SPO algorithms can be a barrier for smaller, newer SSP entrants. SPO algorithms, as they are designed today, favor established, larger scale SSPs. Increased visibility into the opaque ad tech ecosystem was cited as one of the most valuable benefits of participating in TRUSTX. Publishers believe that transparency is critical to strengthen the digital advertising market.

Hidden Reselling

It is not uncommon for SSPs to leverage indirect buying channels (other ad networks and exchanges) to tap into unsold inventory. These additional supply-chain interactions, through what are known as resellers, increase non-working media costs to buyers (additional ad-tech taxes), and diminish revenue to publishers. Reseller routes to premium publisher inventory are typically invisible to buyers, and sometimes not visible to sellers. (Note that TRUSTX does not permit any resellers in its supply-chain; all buyers get a direct path to all publishers.)

While publishers agree that TRUSTX has advanced the programmatic marketplace, they also see opportunity to further evolve marketplace dynamics. This includes marketing officers and agency executives directing their buyers to spend only in premium programmatic environments that are based on value-driven economics rather than auction-based systems predicated on cheap CPMs and cost

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