For all the good native advertising does for brands, a big roadblock the digital ad form faces is its ability to scale, said AOL CEO Tim Armstrong at a breakfast event this morning in New York. "I think it's beneficial, overall, for brands. I think there's a danger, though, that native advertising that's not scaled is not going to solve the issue that publishers have in terms of monetization. So I think what needs to happen is native advertising at scale," Armstrong said at a Media Minds discussion hosted by the Knight Foundation and Gannett. Armstrong called on the publishing community to band together to create standards around native advertising. If a company can't do it at scale, Armstrong said, "it's going to end up being too expensive to actually create native ads on all these different platforms, and that's going to even lean more heavily into programmatic, because it can be done at a high scale." In the long run, with online services becoming more global and attracting more users, small-figure native ad campaigns just won't make much sense, Armstrong added. "I think we can all help ourselves out by having native kind of connected together," he said. Armstrong's deputy, CEO of AOL Brand Group Susan Lyne, followed up to note that native is especially effective on mobile. Ads that fit into the user experience on mobile are a "much less intrusive way to engage with a consumer" than miniature banner ads or full-screen takeovers, she said. Earlier in the program,... Continue reading at 'AdWeek'
[ AdWeek | 2013-06-13 00:00:00 UTC ]
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For all the good native advertising does for brands, a big roadblock the digital ad form faces is its ability to scale, said AOL CEO Tim Armstrong at a breakfast event this morning in New York. "I think it's beneficial, overall, for brands. I think there's a danger, though, that native... Continue reading at AdWeek
[ AdWeek | 2013-06-13 00:00:00 UTC ]
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Free content on the web can only survive if consumers stop using ad blocking software but advertisers need to stop their ‘pay and spray’ approachThe sale of the Financial Times marked an important milestone in traditional media continuing it transformation into the digital world. Many... Continue reading at The Guardian
[ The Guardian | 2015-08-10 00:00:00 UTC ]
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Paramount announced Monday that it's selling the storied publisher for $1.62 billion, months after a sale to Penguin Random House was blocked by a federal judge. Continue reading at Los Angeles Times
[ Los Angeles Times | 2023-08-07 21:27:31 UTC ]
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Leaders will need to be resilient, open-minded, and creative. Poetry can show them the way. “I would like to beg you, dear Sir, as well as I can, to have patience with everything unresolved in your heart and to try to love the questions themselves as if they were locked rooms or books written... Continue reading at Fast Company
[ Fast Company | 2020-07-28 03:00:09 UTC ]
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Dave Portnoy launched Barstool Sports in 2003 as a print publication about sports gambling and fantasy sports projections. In the later 2000s, it became a company known for raunchy blog posts and throwing paint parties for college students at bars. Fast-forward to 2020, and it's one of the most... Continue reading at AdWeek
[ AdWeek | 2020-06-23 22:10:32 UTC ]
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In the aftermath of last year's failed merger of two major publication printers, Quad/Graphics and LSC Communications—a deal that was abandoned after it was challenged by the Department of Justice on anti-trust grounds—both companies were vocal in their opinion that the DOJ's stance was based... Continue reading at Folio Magazine
[ Folio Magazine | 2020-06-11 18:41:59 UTC ]
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The news publishing industry may be getting squeezed by the pandemic economy, but for Interactive Advertising Bureau CEO Randall Rothenberg, it set itself up for failure long ago, by leaning too heavily on advertiser revenue. "When the United States became a national marketplace in the mid to... Continue reading at Digiday
[ Digiday | 2020-05-12 04:00:00 UTC ]
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Pamela Drucker Mann discusses how Condé Nast plans to give advertisers what they want, not what publishers think they should have. The post ‘You have to sell advertisers what they need, not what you want’: Q&A with Conde Nast chief revenue officer, Pamela Drucker Mann appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2019-01-14 00:00:00 UTC ]
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[Partner Content] Not only do publishers need to ensure their readiness, they need to demand their tech partners support native component-based advertising. The post Mobile Referendum: How Native Advertising Can Close the New Attention Gap appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2018-01-16 00:00:00 UTC ]
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“The answer to the duopoly for media owners is not to adopt a defensive stance and assume the situation is a permanent obstacle to growth, and we’re in permanent crisis, but to innovate." The post Bloomberg Media CEO Justin Smith: Publishers need to stop playing defense appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2017-12-18 00:00:00 UTC ]
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Three years ago, the great prophecy came true: consumers used the tiny computers in their pockets more than the computers sitting on their desks. Seeing this trend, and responding to the necessity of reduced screen space, discovery platforms like Facebook redesigned their experiences and... Continue reading at Advertising Age
[ Advertising Age | 2017-01-13 00:00:00 UTC ]
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Even though sponsored content has grown into an essential revenue source for major publishers, many of them are having trouble attracting repeat business, with industry-wide renewal rates hovering around 20 percent. The reasons include a surge in supply as more publishers enter the market, more... Continue reading at Digiday
[ Digiday | 2016-08-15 00:00:00 UTC ]
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Verizon's $4.83 billion deal for Yahoo's web assets, a play to combine the dot-com pioneer's content and ad-tech operations with those of Verizon subsidiary AOL, offers new reach and capabilities to advertisers, at least to hear executives involved tell it.This transaction is about unleashing... Continue reading at Advertising Age
[ Advertising Age | 2016-07-25 00:00:00 UTC ]
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If you believe what you read, and what you hear at events like the IAB's Annual Leadership Meeting, ad blocking is an existential crisis for the advertising industry, and even more so for the content publishing industry. At the aforementioned meeting, Article 19 of the Universal Declaration of... Continue reading at Advertising Age
[ Advertising Age | 2016-02-03 00:00:00 UTC ]
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Volume, creativity and analytics. Those were some of the biggest changes publishers noticed in native advertising over the past year, which we discovered at Digiday's "WTF is Native Advertising" event in New York. Top minds from the biggest publishers including Mental Floss, Time Inc., The Onion... Continue reading at Digiday
[ Digiday | 2015-11-04 00:00:00 UTC ]
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It's a hard call to make, with disincentives for the first to make it, but there's a growing acknowledgement that digital publishers and advertisers have failed to deliver on the promise that digital advertising held. The ability to id ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-10-23 00:00:00 UTC ]
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The overwhelming majority of digital publishers (90 percent) have adopted or are considering adding native advertising to their sites. It’s seen as an effective tool by brands and advertisers, garnering 4.1 times more vi ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-10-13 00:00:00 UTC ]
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When the concept of native advertising first gained widespread attention in 2012, it was expected to lift publishers' fortunes and rescue digital advertising from the perpetual downward slide of display ad rates.Fast-forward three years, and native has largely delivered on that promise.... Continue reading at Advertising Age
[ Advertising Age | 2015-09-04 00:00:00 UTC ]
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Forbes Media announced today the expansion of its native advertising efforts with BrandVoice "Special Features," which allows companies to publish branded digital content with the same tools as the editorial staff.This is the fourth BrandVoice feature created since the platform's debut in 2010.... Continue reading at Advertising Age
[ Advertising Age | 2015-07-28 00:00:00 UTC ]
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The $4.4bn purchase by the US telecoms giant will help overcome the ad industry’s biggest problem Verizon buying AOL wasn’t the last deal we in agency land ever expected, but to most it’s come as a bit of a shock. It feels to me more like Apple buying Beats, than Comcast trying to merge with... Continue reading at The Guardian
[ The Guardian | 2015-05-14 00:00:00 UTC ]
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