If you want to hear about real-life examples of how a historic, trusted but largely regional publication can adapt to and thrive in digital, Ray Faust is one of those people you’d want to talk to. The VP, National and Emerging Sales at the Star Tribune Media Company helped lead the charge into programmatic on the digital properties of this Twin Cities newspaper. By his account, that programmatic push opened up previously unforeseen potential for the Star Tribune’s inventory, because it allowed advertisers to buy the publication’s audience, not just their websites.
Beyond that, Faust has explained, taking a holistic approach to the Star Tribune’s inventory has allowed the publication to better discover and value demand. That full understanding of demand helped...
Just what is the state of ad ops? It’s complicated. Literally.
As AdMonsters Publisher Rob Beeler suggests in his executive summary to the State of Ad Ops 2015 (sponsored by Sizmek), complexity is more foe to a digital publisher than competing sites. Indeed, that’s why digital pubs are willing to band together to determine best practices for monetizing an ever-increasing amount of screens, channels, devices, gadgets, widgets, thingamabobs, wackadoodles… You get the idea.
Thought leaders in the ops field across a wide range of digital media (digital-only, digital plus TV, digital and print, etc.) paint an oft-contradictory landscape:
- Around 32% consider...
As consumers of digital media, the connected device revolution has been a wonder, giving users the ability to experience the entire Internet virtually whenever, wherever and on whatever they choose.
For digital publishers, it’s been a bit more of a pain.
Publisher audiences are consuming content on a wealth of devices: desktop, smartphones, tablets, over-the-top devices, video game consoles, even watches. Currently, NPD estimates that the average U.S. household boasts 5.7 connected devices. Cisco estimates that the majority of US individuals will have five connected devices for every consumer by 2017.
Device fragmentation has had a complicated effect on publisher efforts to understand and target their audiences. Where once a publisher could easily track user behavior...read full post
When it comes to media, video is a near universal medium. It’s the foundation of television, the hottest thing on desktop web and an emerging star on smartphones and tablets. And video is video is video on whatever screen it may appear on – for the most part, viewers don’t discriminate, so why should the digital advertising industry? Advertisers love video because it possesses the storytelling qualities of television (sight, sound and motion, baby!) while publishers are enamored with video’s ability to drive engagement and time spent on site (and revenue too, while we’re at it).
About the only place you can’t find video is in print publications… And that’s just for the moment.
Digital video monetization is top of mind for both advertisers and publishers, having risen to a level of prominence close to (if not higher than) display. The ease with which viewers can access digital video, on demand and on any device, throughout any point of their...read full post
We’re two months past Sept. 1, the date when Google Chrome started detecting and pausing any Flash content it deemed “unimportant” to a page’s main content — in other words, Flash ads. Mozilla’s own Flash-blocking practices preceded Chrome’s, in practice.
And yet, not only has the internet not broken itself, but creatives are still building ads with Flash. So what happened? Why aren’t agencies and publishers getting the message that Flash is dead?
Browser and device compatibility be damned, a whole lot of creative people are still building with Flash because it’s what they know. Flash has been around for a lot longer, there are more toolkits and tutorials out there for Flash than there are for HTML5, and some creatives simply prefer Flash’s animation functionality. And of course there’s the issue of file size, and pushback from creative agencies about building in significantly weightier HTML5 formats. Publishers are seeing a continuous...read full post