When Walgreens launched a new loyalty program for its beauty lines in 2016, it coupled it with an advertising campaign to drive signups. As part of this campaign, it turned to the USA Today Network to reach its target audience: Women. What’s odd about picking the USA Today Network for this outreach? USA Today doesn’t have dedicated beauty vertical. It didn’t matter. USA Today’s content reaches “half of all women in America,” says Kelly Andresen, head of GET Creative, USA Today Network’s branded content studio. While the number is impressive, Andresen’s team used more than that one data point to convince Walgreens that they could drive the signups, even without the dedicated beauty space. Through the USA Today Network, her team had details about what beauty content would draw the most readers in, and what mix of content would be required in order to draw a signup. There’s a philosophical battle within the advertising space. For some, data and analytic acolytes dictate where, when and how the online dollars are doled out based on the feedback of their research. Meanwhile, others still believe that creative teams should drive the concept before turning to the data to dictate placements. Publishers, by and large, take a middle ground approach, allowing them to appease both needs dependent on what asks comes their way. However, it’s no longer simply selling advertisers on the size of the platform. Instead, it’s detailing just how well they know their audience, both from a data... Continue reading at 'Folio Magazine'
[ Folio Magazine | 2018-07-23 00:00:00 UTC ]
What good is native advertising if it doesn't talk like a native?To help advertisers, media companies are building teams, often called studios, that create sponsored content for advertisers. Here's a look at four publishers, and how their sponsored-content teams shape up.BuzzFeed Continue... Continue reading at Advertising Age
[ Advertising Age | 2013-10-14 00:00:00 UTC ]
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Google's got an ad exchange. So does Facebook. Twitter is said to be working on one too. But in the meantime, the company has just purchased MoPub, a burgeoning mobile ad exchange business. Terms of the deal were not disclosed. MoPub has built an ad exchange through which mobile publishers... Continue reading at AdWeek
[ AdWeek | 2013-09-10 00:00:00 UTC ]
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The biggest game-changing technology in the digital publishing world is the one-two punch of programmatic buying and native advertising that has taken hold over the last year. Continue reading at Folio Magazine
[ Folio Magazine | 2013-08-29 00:00:00 UTC ]
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BuzzFeed is famous for it, Facebook and Twitter embraced it, and The Atlantic got blasted for it. Native advertising may be all the rage, but if brands and publishers aren’t careful, it could trigger some regulatory repercussions, analysts ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2013-07-11 00:00:00 UTC ]
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Digital revenue growth among online publishers in the UK is expected to grow by 15 per cent in 2013 according to the fifth annual organisation census by the Association of Online Publishers, while technology and data will play an increased role in re ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2013-04-11 00:00:00 UTC ]
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Co.Create joined The Atlantic Digital, Vice, Gawker, and College Humor in a talk about how publishers are approaching native advertising. “The truth is, it’s messy shit and there’s no easy way through it." That’s Vice Chief Creative Officer Eddy Moretti talking about the realities of creating... Continue reading at Fast Company
[ Fast Company | 2013-03-26 00:00:00 UTC ]
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Digital revenue will be foremost on the minds of newspaper publishers as three of their trade organizations converge on New Orleans next week. “It’s really important that we just keep pushing forward on how to maximize the digita ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2013-02-15 00:00:00 UTC ]
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Magazine publishers have been criticized for being slow to meet advertisers’ demands for performance metrics, but Condé Nast is taking a step in that direction with an investment in Flite, a cloud-based platform that lets brands measure and adjust their ads in real time. Condé Nast has been a... Continue reading at AdWeek
[ AdWeek | 2012-08-20 00:00:00 UTC ]
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Written By: Graeme Neill Publication Date: Wed, 04/05/2011 - 09:30 Digital sales were worth 18% of Simon & Schuster's total global sales in its first quarter as its revenues increased 2% to $155m. Digital revenue more than doubled to $27.9m (£16.9m) from the first quarter in 2010, with... Continue reading at The Bookseller
[ The Bookseller | 2011-05-04 00:00:00 UTC ]
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