• A Simple Solution To Your Ad-Sales Revenue Emergency
    Far more digital publishers are going to miss their first-quarter ad-sales numbers than will make them. The rest of the year will be worse. That's because established consumer publishers -- along with thousands of quality vertical ones -- trying to sell ads online are staring at an elephant-sized problem: 50% of their value proposition they traditionally and heavily leaned on to earn a spot on a media plan, has disappeared.
  • Why Native Advertising Is A No-Brainer For Publishers And Marketers
    Native advertising is heating up in digital media these days, and there are plenty of reasons why publishers should get excited. To start, a recent study from BI Intelligence forecasts native ad spend to hit $7.9 billion this year (a 69% increase from 2013) and reach $21 billion by 2018. Publishers, that's significant revenue opportunity up for grabs.
  • What Viewability Means For Publishers Today
    Viewability has been touted as the buzzword of 2015, but the truth is that the digital media industry is just starting to tackle the issues surrounding viewability, and will for years to come. There are several technologies that provide advertisers insights into the performance and viewability of their campaigns, but tools built for publishers lag behind.
  • How To Lose Five Pounds
    I heard that advice for how to be a great media salesperson was dispensed at the recent IAB conference. The audience was told that "great digital sellers are marketing-oriented, not advertising-driven." Additionally, great digital sellers "organize around programs and solution bundles, rather than responding to media plans and RFPs." This kind of high-end strategic advice makes for great theater. However, any salespeople who told their manager they would no longer respond to RFPs and would only sell marketing solutions, not ad-based programs, would have a target placed on their back for the next round of layoffs.
  • Seven Ways To Improve Audience Targeting
    As an online publisher, you probably use audience targeting: whether done through algorithms or manually by an editor, the aim of audience targeting is to increase the probability that your site visitors will read more of your content. Here are some reflections and suggestions based on my experience as a consumer of digital media, and as someone who's spent a couple of decades studying consumer behavior.
  • The Wrong Answer To The Final Question
    Sales trainers like to breathe in media sales at 40,000 feet and then pontificate on how digital salespeople need to be more compassionate, consultative sellers who don't sell ads but rather offer solutions to clients' problems. The reality is that sales calls happen on the ground with media buyers. They often sound like the following example, where the problem clients want to solve with their online ad dollars is how to drive more exposure to the most expensive ad the client has ever built: its own Web site.
  • What The Shakeup Of Content Engines & Rise of Programmatic Mean For Publishers
    When it comes to online publishing, every pixel counts. Maximizing the potential of digital real estate is an ongoing challenge. Often getting visitors to a website is the first hurdle, but keeping their attention and finding engaging monetization opportunities continues to be an ongoing struggle. A popular tool in this arena is content modules on article pages. Many publishers implement content modules for the recirculation of visitors within their website. Some use them as a source of revenue. And still more use them for both.
  • Navigation Is Broken
    Last year I shared my opinion that web surfing is broken: finding relevant content online has become a challenge, both for those who produce content (publishers) and those who consume content (readers). This is a macroscopic problem, meaning that it affects all online publishers and all readers: there is simply too much content out there. More recently I have come to realize that a parallel problem exists at the micro level: navigation of individual sites is also broken.
  • Content Is King?
    Content is king, but not for long. Like most stories of overthrown monarchies, this will be an inside job. This tale includes an army of publishers and treason committed by the king's own flesh and blood.
  • 'Tis The Season For...?
    I have always loved the holiday season. But, despite all the joy and merriment, many studies show that anxiety and depression spike during this time of year -- kind of strange, right? But when you think about it, this dichotomy makes sense. Many conflicting emotions come out in December. For online publishers, it's no different. Rushing to finish strong in 2014 is accompanied by trying to thoughtfully plan for 2015. And, perhaps nothing is more confusing or conflicting for publishers than their programmatic business. Is it a good thing? Is it a bad thing? How will the year end? What ...
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