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1st, 2nd, and 3rd-party data walk Into a bar…
Learning more about your audience is key to any successful data-driven advertising campaign, and using data – whether it be 1st, 2nd or 3rd party – is an important driver in making that happen. But not all data is created equal. When you are managing an advertising campaign, it is important to know the differences between each type of data and how you can leverage each to fit your business needs and goals.
Could in-image ads be an answer to ad blockers?
With little consumer tolerance for interruptions, these days, advertisers aren’t just focused on creating and disseminating their ads across various channels. This is simply not enough, considering the demand for viewability and engagement vis-à-vis their ads.
DCN’s must reads: week of January 26, 2017
Here are some of the best media stories our team has read so far this week: The Washington Post | The traditional way of reporting on a president is dead….
Facebook shifts focus from live-streaming video to long-form
Although Facebook paid millions to the likes of the New York Times and BuzzFeed to live stream a certain number of videos — a $50 million investment altogether — publishers now say Facebook is talking to them less about live video and more about premium quality content. While the one-year contracts haven’t yet ended, and there’s no official word from Facebook about them, it appears that they may have been a short term strategy for the platform. It also turns out many publishers aren’t interested in renewing these one-year Facebook Live contracts either.
DCN’s Distributed Content Revenue Benchmark Report
As many of our members know, recently Digital Content Next undertook a members-only study on the revenue impact of distributing content on social platforms. The 30-page private study was released last week to the 17 participating member companies. However, excerpts of the report have since been leaked to the press (see below) so we’ve now made an abridged version available to all DCN members.
Today’s challenges offer an opportunity to rebuild trust in digital media
With trust in mass media at a record low, publishers look to 2017 as an opportunity to distinguish quality journalism from the fake news landscape and bot traffic of big tech platforms. CEOs, editors and digital leaders today recognize both the opportunities and the challenges in 2017. Reuters Institute surveyed 143 senior publishing executives in 24 countries to recognize current business sentiment, uncover trends and identify new developments in the digital marketplace. Interestingly, Reuters found that more than two-thirds (70%) of executives believe fake news offers them a chance to strengthened their brands. More than half (56%) say that Facebook Messenger will be an “important/very important” part of their offsite initiatives this year (53% for WhatsApp and 49% for Snapchat). And at the same time, just under half (46%) of these same respondents are more worried today than a year ago, about the role of offsite platforms.
How trust drives success—takeaways from the 2017 DCN Next: Summit
It’s a brave new world. As the media companies experiment with quickly-advancing technology amid the duopoly of Google and Facebook, tight competition antiquates the notion that only “content is king.” In the meantime, according to the 2017 Edelman Trust Barometer, consumer faith in four pillars — NGOs, business, media and government — fell since last year, with the trust in press falling the most. But challenge also presents opportunity.
The power of focus: building a strong niche publishing business
The media industry is in a time of great transition, in part due to the proliferation of digital publications and the growth and popularity of social platforms. While industry consolidation might threaten the independence of some publications, there is also an unprecedented opportunity for publishers to communicate their unique perspective to underserved, targeted audiences. With this in mind—and with the help of funding from the Knight Foundation—Digital Content Next worked with Ascolese Associates on the research report Niche Publishers: How to Create Sustainable Business Models in a Digital Marketplace, released January 18. This niche publisher research examines how 11 digital publications each capture a unique space, attract audiences, and monetize those audiences.
TrustX, DCN’S Premium Digital Advertising Marketplace, Adds CRO; Guardian US and Viacom Sign On
Nearly 30 magazine, TV, newspaper and native digital brands on board including ESPN, Hearst, CBS Interactive, Condé Nast and News Corp New Orleans, LA—(January 19, 2017)—Digital Content Next (DCN), the only…
Digital Content Next Sets 2017 Agenda, Adds To Executive Committee
Trade association will continue to lead on the value of premium and trust in digital media industry in next year NEW ORLEANS, LA – (January 19, 2017) – Digital Content Next (DCN), the only…
Is it good business for your native ads to comply with FTC guidelines?
It’s been a little over a year since the FTC published guidelines for native advertising. In just 12 months this has led to a significant shift in how native or sponsored content has been implemented. In our original analysis, MediaRadar discovered that in year 2015 75% of publishers hosted native campaigns without any mention of the content being advertising. With the FTC’s guidelines in place however, that number has dropped substantially. Over January we’ve re-run our analysis. Now just 5% of publishers fail to mark native content at all. This is a significant shift in accountability and transparency.
Viewability measure standards a good step, but issues go beyond measurement
If a mobile ad is displayed, but not viewed by a human or simply not rendered properly, does the advertiser pay? The answer is yes, but two top advertising trade…