The growth of the digital landscape has fueled a contentious debate over what exactly premium inventory is. Programmatic buyers can use data targeting and inventory quality signals to sniff out a bot or determine viewability. To some, this means premium; to others, premium depends simply on audience size. However, both of these perspectives miss the target when it comes to defining truly premium inventory: content.
Jon Werther, president of Meredith's National Media Group, answers queries about guaranteed ad effectiveness programs, the future of print, and more.,
Leveraging distributed platforms has become a key growth mechanism for most digital media companies. In the past, content distribution was controlled by media conglomerates, who owned large groups of television stations, radio stations, newspapers (national and local) and magazines. Many would say they also controlled the conversation. Today, the content creation voices are vast, and there is an abundance of distribution options: traditional media, social media platforms, news aggregators, messaging apps, and syndication on other Web sites. Content creators have a choice, and the distribution path they select is pivotal to achieve success.
Can digital display advertising continue to be profitable for publishers? Only if it evolves, according to Michael Friedenberg, CEO of IDG Communications. "I predict it will be the new print," he said.
Today's marketers have a myriad of data and technology tools to use in their quest to target and engage with individual consumers. Between these tools and programmatic buying technology, any brand can now create what can appear to be a foolproof digital advertising plan. But sometimes, having niche targeting as a primary objective is at an advertiser's peril.
It's now commonplace for media companies to execute distributed campaigns for marketers that span owned-and-operated sites, mobile apps, offline experiences, and fast-growing social platforms. When executed correctly, distributed campaigns can reach larger audiences and provide more meaningful engagement, driving better business results for marketers. Here are four questions every marketer should consider when embarking on a distributed campaign:
Reactions to the phrase "branded content" today span a spectrum from "the only way to reach an audience" to "a thinly veiled attack on what's left of journalism." While there is an element of truth to both statements, I think we can all agree that they are both a bit extreme. Branded content is a significant growth opportunity for established media publishers and startups alike, and it's here to stay -- so what's the best way to approach it?
When Instagram rolled out its Stories feature, publishers were fighting to be the first on the platform, an example of the race to the latest trend that has become a part of the media's digital transformation. But Derek Flanzraich, founder and CEO of Greatist, a five-year-old site focused on healthy living, doesn't believe in following the trends. "We see this odd cycle in media where there's a heavy overdependence on a platform that can be used and abused for views," he said.
Supply-Side Insider discussed industry issues with Scott Gatz, CEO and founder of Q.Digital, a multi-brand publisher targeting the LGBTQ market, whose properties include Queerty and GayCities.
Mark Ellis, Time Inc. president and chief operating officer for sales and marketing, says eliminating the publisher title ("antiquated, because it denoted a print-centric company") highlights Time Inc.'s movement to becoming a digital-first entity.