May 2016 Newsletter
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As Digital Fatigue Sets In, Readers are Waking Up to Newspapers
For years now, media analysts have said technology will save print-and maybe it will, just not in the way they predicted. The news industry is going through an overload of information particularly in the digital sphere. We can point our fingers at the 24-hour news cycle. We can blame social media. But according to marketing expert Andrew Davis, 17 new Web pages are published every second. If you think about it, said Davis, in a span of five seconds that's 85 new Web pages getting uploaded to the Internet.
"Just because there is more information available, it doesn't mean one can consume more," he said in a Shweiki Media webinar titled "The Future of Digital is Print."
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Could TV Be In More Trouble Than Yellow Pages?
First off, to all my broadcast friends, don't shoot me. I'm just the messenger. I'm a big fan of radio and TV and don't believe for a minute that they're dying or ineffective advertising media. Quite the contrary.
But there's a whiff of trouble in the air I feel compelled to pass along.
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Digital Ad Guru Joe Marchese Wants to Cut the Clicks
As more consumers watch TV programming in new ways - streaming video, mobile phones and tablets - Marchese's ideas could gain favor. The digital medium has been dominated by banner advertising, pop-ups and pre-rolls. Now the executive wants to replace that stuff with something that has worked in the past, with a twist: TV commercials that viewers get to pick on their own.
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BuzzFeed Slashes Revenue Forecast: Is This the Beginning of the End of the Millennial Media Bubble?
After a huge miss last year, BuzzFeed has reportedly cut its 2016 revenue projection in half.
B uzzFeed missed its revenue target by 32 percent in 2015, and has slashed its revenue projections for 2016 from $500 million to $250 million, the Financial Times reports.
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Top Trends in Digital Advertising for 2016
With the rise of the online world, TV commercials and traditional ways of advertising are slowly becoming obsolete. Almost everyone is interacting with their smartphones, tablets or laptops. So the question now for every advertiser is, "How do I get my ads to the right people?" Check out the list below to learn the different digital advertising trends for 2016!
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3 misleading metrics that could destroy your advertising budget
Ad fraud has put marketers in a tight spot. For every $3 marketers spend on digital advertising, $1 goes to fraudsters.
It's a systemic challenge with no easy answers. With more than 40 percent of internet users opting for ad blockers, some unscrupulous publishers are shoring up their ad revenues with fraud-heavy paid traffic solutions.
Marketers don't want to pay for fraudulent impressions, but they also can't postpone their campaigns until the industry defeats ad fraud once and for all.
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Google's DoubleClick for Publishers Gets Native Ad Support
Google has updated DoubleClick for Publishers to make it easier to sell native ads that look good across device screens and experiences including mobile websites, apps and desktop sites, the company said Tuesday.
The move underscores Google's aim to enable native advertising via programmatic ad exchanges, though right now it affects only ad sales where there is a direct relationship between publisher and advertiser.
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U.S. Newspaper Publishers Form Digital Ad Network
Gannett, Tribune Publishing, McClatchy and Hearst create Nucleus Marketing Solutions
Four large U.S. newspaper groups are joining forces to create a national advertising network focusing on emerging digital platforms.
Gannett Co., Tribune Publishing Co., McClatchy Co. and the Hearst newspaper group have formed Nucleus Marketing Solutions in an effort to leverage their geographic reach and combined scale to help marketers more effectively target their ads.
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Amazon is launching a YouTube competitor
Amazon is launching a "self-service" program for video creators called Amazon Video Direct.
In a direct move against YouTube, the program will let creators earn money from royalties and advertising for videos they upload, based on minutes streamed. While Amazon told Bloomberg the platform was meant for "professional" creators, the only requirements are that a video be in HD format and include closed captioning.
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The Native Ad Report: Revenue forecasts and top drivers
Native ads - or ads that take on the look and feel of the content surrounding them - are taking over digital advertising.
By 2021, native display ad revenue in the US, which includes native in-feed ads on publisher properties and social platforms, will make up 74% of total US display ad revenue, up from a 56% share in 2016, according to new BI Intelligence estimates based off historical data from the Interactive Advertising Bureau (IAB) and PwC, as well as IHS.
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Henny Penny and the state of digital marketing: The sky is not falling
If one pays casual attention to marketing and media trade publications, it's easy to draw the conclusion that the heyday of digital advertising is over.
Each week there are new stories about the challenges facing the industry: viewability, ad fraud, ad blocking and more. With these challenges, there's the assumption that brands may no longer be willing to move ad spend into the medium.
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Digital
Advertising Strategist
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