• Premium Publishers Have a Social Opportunity
    “Innovate relentlessly.” That’s the message that successful media brands have absorbed over the past 10 years as digital media has grown and flourished. Traditional outlets like newspapers and magazines have struggled to preserve readership, while new, digitally-native companies unencumbered by entrenched business models have rapidly emerged and grown to incredible scale...and they're all chasing the same ad dollars.  The social networking era has only further complicated the situation. That sought-after, high-share-of-voice placement called the “homepage roadblock” isn't worth what it once was, with media brands’ most passionate followers now cherry-picking content from social feeds. Fewer dedicated readers hit the New …
  • Transformation in Digital Social Media
    We live in transformational times and nowhere is this more apparent than in the worlds of digital and social media. The last few years have seen a revolution in the way we communicate and any one person in the world can now have an amplified voice.  The question I was asked is “what is the future of digital and social media”.  I think the answer can be summed up like this:  The future IS digital and social media! The ability to share music, the written word and video online, coupled with our ability to access that material anywhere and all the time, has changed not only how we communicate but …
  • Adaption: Key to Success for Future of Ad World
    Consumer’s growing dependency on accessing the web 24/7 has wreacked havoc on the ad world’s traditional operating model. For decades, marketers have relied on agencies to help craft and tell stories about their brands in a fairly linear, streamlined process. Today, however, we’re operating in a worldwhere the storyteller is sharing a stage with its audience and their input is critical to the overall story of the brand. The ad world’s ecosystem of lead-time, project planning and publishing schedules now needs to find a way to take in the consumer voice, and incorporate it into the story.Finding …
  • Value Chain Consolidation
    At a recent OMMA show, Jeremy Woodlee of Doubleclick quoted a statistic I found incredibly interesting. Publishers only gets 18% of the total revenue on premium display advertising sold through programmatic buying. That means if the average CPM paid by an advertiser is $4.50, after it passes through all the intermediaries in the value chain (trading desk, DSP, ad network, exchange, SSP) the publisher gets, on average only $0.80.That number is fascinating for two reasons. First, it shows that the current distribution chain is unsustainable. On the one hand, no publisher in their right mind is going to …
  • Rethinking F-Commerce - The Real Value of Facebook for Your Bottom Line
    JC Penney, Nordstrom and Gap have all opened and closed stores on Facebook in the last year, but the drive to get eCommerce conversions from Facebook (fCommerce), or any social media platform, is nothing new. Brands have been questioning the ROI for a while now. Finding the value in Facebook as a sales channel may actually mean rethinking the role the platform plays in aiding sales. Despite ongoing focus to build ROI through social media, brands focusing on the traditional definition of commerce through these channels – direct sales on a site – are missing the boat on what’s far more important to social media users. The real value of Facebook’s 900 million …
  • Hands Off My Data!
    Historically, the advertising industry has built services on top of categories of data…for example, competitive services on top of competitive data.  CRM services were built on top of customer profile stores.  Marketing mix on top of media spend data.  Even more recently, we have built “social” services on top of “social data” (quoted because of the enormous and undefined scope of data falling under the umbrella of that label). However, this paradigm—the “data-centric” approach—no longer makes sense.  It limits our insights, and it suffocates our imagination. It first restricts our ability to appropriately analyze data as we all know we …
  • Sprinting Past the Inflection Point: Going for Gold with Digital Video
    In 1964, NBC made its Olympic television debut with the broadcast of the Summer Olympics from Tokyo. This was made possible through the Syncom 3 satellite, which delivered daily highlights of the Games across the Pacific within a few hours of the events. Additionally, 1964 marked the first opening ceremony that audiences watched on TV in color. Although seemingly primitive by modern-day standards, these advances made an indelible mark on the television landscape and once again showcased what was possible in the delivery of content to mass audiences. In July 2012, the London Olympics created yet another landmark moment in …
  • Social Media Has Changed Us - And Now We're Going to Return the Favor
    The top 100 TV shows have Twitter accounts.  Every new theatrical release has a Facebook page.  Heck, a quarter of TV ads now proudly display a URL or handle.  Marketers and publishers are racing to augment their content with social arms and legs.    And from the Olympics to the Election, it is inarguable that social media has changed how we interact with content.  But what if we’ve been overstating that change?  What if social media is just the garnish to the content main course:  enhancing its presentation and appeal, but not fundamentally …
  • The Impact of Next Gen Technology
    Advancements in technology have always had a tremendous impact on consumer media consumption. However, due to the Global Economy and a bit of gadget fatigue, we seem to be entering a period of incrementalism in hardware innovation. This is not bad, as it will give time for new technologies to work their way to mainstream and for consumers to evolve their media consumption habits accordingly.   Four technologies, currently in their infancy, will make an impact on consumer media consumption, and in turn, the ways that marketers reach and persuade consumers.
  • Media is Dead.
    Changes in media – whether time-shifting, mobile, social and more – create opportunities and challenges. Understanding and staying ahead of the challenges and recognizing and taking advantage of the opportunities has to be a priority for marketers. We’ll leave it to others to address what might be next or how this or that innovation will change everything. At [x+1] we think it’s important to take a step back and ask a larger question: does media still matter?Obviously at one level – as a means for reaching the right audiences with relevant messages – the answer is “yes.” But …
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