Why Pandora Rocks -- And Online Video Advertising Should Start Over
High-caliber content allows a publisher like Pandora to do something no company in the video ad space can, or is willing to do: earn and nourish the attention of the advertiser's target audience first, before serving an ad, and then sustain it after playing the ad. When you listen to music on Pandora, you hear multiple songs before you hear the first commercial. The content has tucked your attention in under a warm blanket well before an ad taps you gently on the shoulder and whispers in your ear. Comfortable and content (pun intended), consumers are more likely to listen ...» 5 Comments
Santa Claus, The Tooth Fairy, & 100% Sellout
The online publishing world is becoming more and more data-driven, but past experience and conventional wisdom still greatly influence the strategies of many top media sellers. Conventional wisdom can be useful because it gives us fixed guidelines that allow for rapid decision-making. But every once in a while, it's worth reflecting on conventional wisdom and asking whether tried and true methods are actually outdated myths that may feel right, but actually prevent progress.» 2 Comments
Former Agency Buyer: 'We Don't Trust 95% Of The Sales Reps Out There'
This sentence is so eloquently blunt because it delivers a truth many are feeling, but few have the courage to share aloud. Upon hearing these words directly and in private last week, I deleted the column I was working on and started this one.» 25 Comments
A Cautionary Tale Of Selling Your Soul
Hi, I'm Bryan and I'm a recovering journalist. They say you sell your soul when you move from journalism to advertising. I sometimes wonder if that's true. I've been writing for public consumption for a long time. Started on the school newspaper in high school. Continued to write, became an editor and even started my own publication in college. Went to work for the Ventura County Star straight out of school covering the cops and courts beat. With a brief hiatus, I've been writing ever since. That's why it makes me sad to see journalism pros following the lead of ...» 2 Comments
2014: The Year Mobile Kills More People, While We Sell More Ads
Our industry trades have been filled with predictions for the new year. One that caught my eye was from Google's Eric Schmidt, who announced that in 2014 mobile "has won." Here is a prediction about mobile that will be more accurate than Schmidt's, one that industry pundits will never share: In 2014, more people will die because of their mobile devices.» 9 Comments
Improving Content Marketing, For Publishers & Marketers
The hullaballoo surrounding content marketing in 2014 is nearly deafening (yes, an exaggeration). In 2013, when content marketing became the latest-and-greatest buzzword, marketers and publishers flocked to develop easily digestible content and revamped their SEO tactics in a no-holds-barred attempt to outflank competitors.» 0 Comments
The Peanut Butter & Jelly Of Publishing Collaboration
Online publishing can be sticky business. The game keeps changing with the ever-adapting world of native advertising, advertorial, guest columns and shared content. Collaboration between advertisers and publishers is more important than ever. And that's where peanut butter and jelly sandwiches come in.» 1 Comments
Publishers Need To Scale Back Their Story In 2014
Online display ad prices for premium publishers will continue to sink for the foreseeable future. That means publishers have to bring change into 2014. I believe that change starts not with a shiny new ad toy, but rather, with a brand new story about the audience they really deliver.» 3 Comments
Why It's Critical We Get The Definition of Native Advertising Right
All the noise surrounding native advertising complicates a very simple concept. Have no fear, publishers and brand marketers, native advertising is easy to understand -- and execute at scale -- with the right technology. Native is a great way to invigorate digital advertising, and it's not the least bit confusing.» 3 Comments
A Creative Idea That Will Give Advertisers What They Want
Unlike the poetic poise tennis fans pay to watch emanate from Roger Federer or the brute force displayed by Rafa Nadal, when Jimmy Connors played tennis, fans paid to watch a street fight. That's what Connors gave them every time he stepped onto the court. Connors figured out that if he gave fans what they paid for, they left wanting more. After advertisers pay for and run an online display advertising campaign -- be honest, are they really left with the feeling of wanting more?» 0 Comments
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