It's been an exciting and dynamic year in the sports world. We saw the Chicago Cubs win their first World Series since 1908, LeBron bring home a championship to Cleveland, the drama of the Rio Olympics and the Rams' return to Los Angeles. Alongside all of these industry highlights, the sports media world continued to adapt, as digital evolves and new players like eSports emerge as perhaps the next major "league." Here are four areas I'm watching for this coming year:
First, let's define "work" in the context of old-media publishers and how buyers agreed to define it. Pre-new media, the definition of a "publisher working" was primarily defined by how many people consumed the content a publisher produced in any media, and the depth of this consumption. The beauty of this old-media definition of working was the proper alignment of incentives. Whether you were a publisher or an advertiser, investing in better content produced deeper connections with consumers. As a result, publishers made more money, and advertisers felt better about spending it. When new-media publishers arrived, driven by the frenzy ...
The problems with programmatic are well-covered and greatly ignored. Reported growth in spending continues to fan the frenzy, while sweeping significant problems under the rug.
In my last column, I shared some proof points to demonstrate the positive impact of native advertising. These were met with not only skepticism and doubt but downright anger. Most of the dissension was centered around the issue of deception.
Social storytelling has been a buzzword in the digital landscape for some time now. The rise of social has enabled publishers and brands to deliver authentic stories at the speed that social necessitates. But why "tell" stories when, through collaboration, we can actually enable users to participate in real, engaging content that puts them smack in the middle of the story itself?
No one will confuse me with Brian Wieser or Peter Stabler, but I can pick successful digital media companies because I live in this space and understand how ads get sold day-to-day and quarter-to-quarter. The company I totally swung and missed on, however, was Facebook.
One of the hottest debates in media today is centered on native advertising. As an advertising professor at the S.I. Newhouse School of Public Communications, I sit in the middle of that debate. With advertising and public relations professors on one side and journalists on the other, it's clear that everyone has their version of the facts. In an effort to rise above the American political discourse, I'll put forth the top five reasons why native advertising is the best thing to happen to the media industry now and for the future.
Donald Trump's run for president may be the most brilliant native ad campaign of all time.
The rise of sponsored content has been in the news a lot lately, with big brands like Unilever and Goldman Sachs announcing the creation of their own in-house content studios. Marketers understand that the way people interact with advertising has changed, especially in a world where the use of ad-blocking technology continues to rise, and that consumers are more apt to proactively seek out interesting content than to click on irrelevant advertising. Most sponsored content, however, is currently masking pure advertising as editorial or even worse, using editorial, in-stream positioning to deliver off-message advertising. That being said, when done right, ...
The biggest problem with Internet advertising is a lack of character. All our problems are self-inflicted, triggered by decisions made by digital ad leaders who continue to choose the path to easier money over the moral high road.