As more publishers launch branded content divisions, native advertising is taking over a larger part of digital marketing. Adweek caught up with Peter Minnium, the Interactive Advertising Bureau's head of brand initiatives, to talk about the trend, which was the topic of a panel he recently moderated the IAB Annual Leadership Meeting in Phoenix. The central question he posed to the panel was whether publishers, agencies or brands would create the best ads in the future. We revisited that topic, along with several other hot issues like measuring viewability, in our conversation with Minnium: Adweek: We're seeing a growth of publishers creating their own in-house agencies. Minnium: It's absolutely a trend. The IAB sees digital advertising falling into three buckets going forward: concept ads, commerce ads and content ads. Concept ads are upper-funnel, awareness-driving and used to create new desire and demand. Television commercials are a perfect example, as are the more creative uses of the IAB Rising Stars. Commerce ads are the good-old-fashioned universal ad package, bottom-of-the-funnel ads that present a single offer and often live on the margins of the page. Content ads are the ones that are growing like crazy. Native advertising is the biggest form. Traditional brand agencies "own" concept ads. They know how to tell a story and how to build interactive advertising. New-world digital advertising companies, including a lot of technology companies, know how to do... Continue reading at 'AdWeek'
[ AdWeek | 2015-03-10 00:00:00 UTC ]
News tagged with:
#holy grail
#commercial space
#media property
A survey by Digiday found that 86 percent of publishers pay to distribute content on platforms. The post Digiday Research: Publishers rely on Facebook for paid content distribution appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-10-17 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#digiday research
#digiday found
#publishers rely
#publishers pay
#distribute content
It's been a remarkable year for journalism and storytelling, as legacy media outlets continue to find their new identities in this rapidly evolving digital era. Others have had to nimbly reimagine themselves after being acquired by new owners, all while strategizing for the future with new... Continue reading at AdWeek
[ AdWeek | 2018-10-15 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#digital publishers
#media brand
#revenue streams
#media executives
Bluebird is publishing a new book from Russell Brand about the role of mentors in improving our lives: Mentors: How to Help and Be Helped. Continue reading at The Bookseller
[ The Bookseller | 2018-10-14 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#russell brand
A woman who worked as a content moderator for Facebook has filed a lawsuit against the social media giant, claiming she developed post-traumatic stress disorder as a result of “disturbing” images the job required her to watch. The suit, filed in San Mateo County last week, alleges negligence and... Continue reading at Los Angeles Times
[ Los Angeles Times | 2018-09-25 00:00:00 UTC ]
More news stories like this |
Yuval Noah Harari is addressing 300 schoolchildren this month on pressing issues facing their generation at a free event hosted by Russell Brand. Continue reading at The Bookseller
[ The Bookseller | 2018-09-22 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#russell brand
Digital publishers have seen the future, and it is video. That sounds remarkably overblown, as consumers are firmly saying no to video. While publishers have presented the “Pivot to Video” movement as a response to young people’s changing media consumption habits, survey data reveals that news... Continue reading at Digiday
[ Digiday | 2018-09-19 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#digital publishers
#news readers
Warner Bros. Entertainment, now owned by mobile giant AT&T, has formed a new division to make the most of its big brands, including comic book publisher DC Entertainment. The new unit, which carries the buzzword-heavy name of Warner Bros. Global Brands and Experiences, will be led by Pam... Continue reading at Los Angeles Times
[ Los Angeles Times | 2018-09-14 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#warner bros
#big brands
#global brands
New York Comic Con returns with a streamlined Harvey Awards and a new anime and manga festival. Continue reading at Publishers Weekly
[ Publishers Weekly | 2018-09-07 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#content creators
#manga festival
Publishers of all stripes have flocked to content studios in recent years, at least partly in attempt to differentiate from — and diminish their reliance on — major platforms such as Facebook, Google and other intermediaries. But as these experiments begin to mature, some across the industry and... Continue reading at Digiday
[ Digiday | 2018-09-07 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#content studios
Pan Macmillan's former creative director Geoff Duffield has unveiled his one-man branding agency for authors, Geoff Duffield Stories. Continue reading at The Bookseller
[ The Bookseller | 2018-09-05 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#pan macmillan
Facebook Watch is still no jackpot. But Facebook is letting more publishers sell their own ad inventory and has warmed up to non-exclusive content. The post Facebook is playing nicer with publishers by easing up on ad and content restrictions appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-08-27 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#publishers sell
#ad inventory
#facebook watch
#post facebook
#content restrictions
John Murray Press has signed a part memoir, part advice manual from comedian Jo Brand to publish this October. Continue reading at The Bookseller
[ The Bookseller | 2018-08-15 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#jo brand
#part memoir
Axios, BuzzFeed News, Vox Media and other news publishers are using their brands to land TV real estate. The post News publishers are using their brands to carve out space on TV screens appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-08-13 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#news publishers
#tv screens
#buzzfeed news
#vox media
A study commissioned by Ingram finds that students delay or avoid purchasing expensive textbooks. Education publishers respond with digital textbooks. The post Education Publishers Push Digital Content as the New School Year Begins appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2018-08-13 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#study commissioned
#digital textbooks
Kate Lewis has been named chief content officer at Hearst Magazines, only the second person to be named to the position. The appointment comes days after Joanna Coles confirmed that she would be departing the company. Lewis first joined Hearst Magazines Digital Media in 2014 as vice president,... Continue reading at AdWeek
[ AdWeek | 2018-08-09 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#kate lewis
#hearst magazines
#improving collaboration
#vice president
The Sunday Times/PFD prize for writers aged 18 to 35 opens a new resource, while the Paul Torday Prize will honor a debut novelist decades older. The post Content From a UK Award for Younger Writers, and a Prize for Authors Over 60 appeared first on Publishing Perspectives. Continue reading at Publishing Perspectives
[ Publishing Perspectives | 2018-08-08 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#post content
#younger writers
Hearst Magazines on Wednesday named Kate Lewis chief content officer, succeeding Joanna Coles, who left following the ascension of Troy Young to president.Effective immediately, Lewis will direct content strategy across print and digital for the company's magazine brands, oversee... Continue reading at Advertising Age
[ Advertising Age | 2018-08-08 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#hearst magazines
#troy young
#effective immediately
#magazine brands
#consumer marketing
The rumor that Hearst Magazines' Chief Content Officer Joanna Coles would be leaving the company broke on Friday (see this New York Post story), and it wasn't exactly a surprise (given that she was just passed over for the company's presidency). What is a surprise is how she chose to make it... Continue reading at Advertising Age
[ Advertising Age | 2018-08-07 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#company broke
#hearst magazines
It’s not uncommon for lines out the door of stores on Fairfax Avenue on any given day, but kids asking for autographs from the founder of what is, for all intents and purposes, a backpack company? That’s got to say something. As Sprayground founder and creative director David Ben-David strode up... Continue reading at Los Angeles Times
[ Los Angeles Times | 2018-08-01 00:00:00 UTC ]
More news stories like this |
Publishers including BuzzFeed, Group Nine and Business Insider are investing in third-party measurement to add legitimacy to their video audiences. The post Aiming for TV dollars, digital publishers adopt Nielsen’s Digital Content Ratings appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2018-07-30 00:00:00 UTC ]
More news stories like this | News stories tagged with:
#business insider
#third-party measurement