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 ]
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The march towards media companies publishing content directly to Facebook continues.Barely a month after Facebook Chief Product Officer Chris Cox said publicly that the social network wants to host media companies' articles and videos, The New York Times reported that BuzzFeed, National... Continue reading at Advertising Age
[ Advertising Age | 2015-03-25 00:00:00 UTC ]
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Nothing attracts news organizations like Facebook. And nothing makes them more nervous. With 1.4 billion users, the social media site has become a vital source of traffic for publishers looking to reach an increasingly fragmented ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-03-24 00:00:00 UTC ]
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As Hearst Magazines president, David Carey is constantly on the lookout for growth, from Hearst's longstanding titles, acquisitions and new launches. But publishing a monthly magazine isn't what it used to be. In the first of our media CEO Q&A series, Carey talks about challenging... Continue reading at Digiday
[ Digiday | 2015-03-23 00:00:00 UTC ]
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The interactive portion of the South by Southwest festival in Austin may be over, but that doesn't mean that digital media brands have packed up their bags. Several digital-facing companies and publishers have decided to activate outside the traditional period reserved for their wares, further... Continue reading at AdWeek
[ AdWeek | 2015-03-21 00:00:00 UTC ]
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Penguin Random House UK is to launch a multi-million pound Penguin-branded consumer website in the second half of this year, but chief executive Tom Weldon reiterated the company's view that it had no plans to become a retailer, claiming that it would be "quicker for PRH to burn the money". Continue reading at The Bookseller
[ The Bookseller | 2015-03-20 00:00:00 UTC ]
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With so much content being produced online, it's hard to stand out as a digital publisher to your target crowd. Heard, a new anonymous social sharing app, believes it has solved the discovery problem. The platform applies the Netflix algorithm for films and TV shows to online content, ideally... Continue reading at AdWeek
[ AdWeek | 2015-03-11 00:00:00 UTC ]
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Time Inc., the nation's largest magazine publisher, is close to naming former TV executive Rich Battista to lead the company's largest brand, People magazine, as well as its sibling publication Entertainment Weekly, according to two people familiar with the matter.The position -- president of... Continue reading at Advertising Age
[ Advertising Age | 2015-03-06 00:00:00 UTC ]
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As part of Digiday's Publishing Summit Europe, held in February in Monaco, Taboola hosted a town hall for publishers. At once excited and nervous about the industry's digital-first future, several dozen industry veterans weighed in on the challenges they face. Chief among them? How to manage... Continue reading at Digiday
[ Digiday | 2015-02-26 00:00:00 UTC ]
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Gawker Media, which is battling heavily financed digital publishers like BuzzFeed and Vox for audiences and ad dollars, is working with brand-strategy agency Redscout, according to two people familiar with the matter. The relationship began last summer, one person said.Former Gawker employees... Continue reading at Advertising Age
[ Advertising Age | 2015-02-24 00:00:00 UTC ]
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The clamor for native advertising budgets has led to many of the top news publishers rebranding and up-skilling. Here's how their solutions stack up. The post Inside 4 UK news publishers’ content studios appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2015-02-19 00:00:00 UTC ]
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Deal includes 5 trade shows and 5 magazines. The post Stagnito Buys Canadian Brands From Fulcrum Media appeared first on Folio:. Continue reading at Folio Magazine
[ Folio Magazine | 2015-02-18 00:00:00 UTC ]
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After attracting more than 50m monthly readers on tablets and smartphones, US startup smashes down its walled garden and hopes partners will see the potentialFlipboard came to prominence as a news-reading app for tablets and smartphones, attracting more than 50 million monthly active readers by... Continue reading at The Guardian
[ The Guardian | 2015-02-10 00:00:00 UTC ]
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Consumer-facing book and author related content from Penguin Random House UK will move to Penguin’s social media channels from the end of today because it is the company’s “biggest brand on social media”. Corporate news for audiences such as the press, authors and agents will be shared on new... Continue reading at The Bookseller
[ The Bookseller | 2015-02-05 00:00:00 UTC ]
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The car industry isn't slowing down when it comes to employing more data for everything from vehicle malfunctions to marketing. In fact, in terms of digital advertising, the category looks like it's putting the pedal to the metal, as tech vendors, publishers and other players increasingly roll... Continue reading at AdWeek
[ AdWeek | 2015-02-04 00:00:00 UTC ]
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Penguin Random House is to use the Penguin brand for its consumer activity across social media, The Bookseller has learned. From the end of tomorrow (4th February), the various Penguin social media channels will carry news about "books and authors”, with corporate news to be shared on Penguin... Continue reading at The Bookseller
[ The Bookseller | 2015-02-04 00:00:00 UTC ]
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Snapchat has introduced a new feature which allows its users to view articles, images, and videos from a variety of publishers inside the company’s messaging application. It’s called Discover, and it’s a major depar ... Continue reading at Editor & Publisher
[ Editor & Publisher | 2015-01-28 00:00:00 UTC ]
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Facebook isn't sharing native-video revenue with publishers yet. But when it does, Vox Media plans to be ready, with content that’s designed to live only on social platforms. The post Why Vox Media makes content just for social media appeared first on Digiday. Continue reading at Digiday
[ Digiday | 2015-01-26 00:00:00 UTC ]
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For many bricks-and-mortar bookstores, 2014 was a banner year, helped by the overall improvement in the sale of print books. Continue reading at Publishers Weekly
[ Publishers Weekly | 2015-01-23 00:00:00 UTC ]
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Holtzbrinck Publishing Group, owners of Macmillan Science and Education, and BC Partners, owners and fund advisors of Springer Science+Business, have reached a merger agreement to join the two groups. Holtzbrinck, whose portfolio includes Nature and Scientific American, will hold 53 percent of... Continue reading at Folio Magazine
[ Folio Magazine | 2015-01-16 00:00:00 UTC ]
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For most magazine companies, 2014 was a difficult year. Backs against the wall, publishers looked beyond print for growth -- to digital media, live events, consumer products and TV deals.Vice magazine is way ahead of them.The free magazine founded in 1994 as Voice of Montreal has grown into one... Continue reading at Advertising Age
[ Advertising Age | 2015-01-12 00:00:00 UTC ]
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