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There's no doubt there are still issues with programmatic advertising; fraud, poor creative, and a lack of transparency from media agencies cause much debate.
Despite this, real-time bidding (the automated auction of ad impressions) has many obvious advantages for publishers.
So, I thought I'd help programmatic newbies with a list of the benefits of RTB.
The content marketing gold rush doesn’t seem to be slowing, and articles advising brands they need to jump on the bandwagon continue to plague the internet like timeshare salesmen in 1970s Spain.
But does your brand really need content marketing?
Maybe. Personally I’m pro-content, but I also don’t believe enough thought goes into why and how brands are doing it.
For a while now, many have bemoaned the lack of creativity in display and programmatic advertising.
The Economist bucked the trend last year, creating one of the most eye-catching and witty campaigns of 2015, and winning a Masters of Marketing award in the process.
Proximity London was behind the work, marrying provocative content and contextual targeting to help The Economist target new users.
The debate around display advertising is currently rather polarised.
As some eschew standard display and forge ahead selling super-expensive native advertising, others continue at scale through programmatic, hoping the slide in CPM will cease.
But can publishers realistically make it to a middle ground, one of powerful display advertising based on greater relevance and intent?
“Those who fail to learn from history are doomed to repeat it.”
That is the saying that springs to mind when I see marketers dismissing Snapchat as a significant channel. Presumably they’re the same people who realised social media was a good idea five years later than their competitors.
We are constantly being told that the publishing industry is suffering, yet sites such as BuzzFeed continue to flourish by finding new ways to create content that people want to share.
But BuzzFeed is focused on the younger, cat-gif-loving generation, as are many of its competitors.
Now, new publishers are beginning to find gaps in the market: shareable content but for a different audience.
Pay what you want (PWYW), sometimes called ‘pay as you feel’, is a principle whereby consumers choose how much money they want to give in return for a product or service.
I can already hear you scoffing and clicking the back button, but hear me out: publishers need to be constantly experimenting with different ways to make money, particularly with the rise of ad blocking, so why not consider this approach?
No doubt you’re all sick of hearing about ad blocking by now, but it has opened up some interesting conversations around alternative ways for publishers to make money.
Affiliate marketing is one such method, and it is also a way for retailers to sell more products with relatively little up-front investment.
In this post I’m going to cover everything you need to know if you’re new to affiliate marketing, whether you’re a retailer or a publisher.
On 30th November 2015 The Sun paywall will come crumbling down.
It's fairly obvious why Rebekah Brooks made the decision; publishers are nothing without the reach of social media and this U-turn perhaps proves that subscription models need to be flexible, balanced carefully with (increasingly native) advertising revenue.
Pageviews are the oxygen that keeps every revenue flame burning. But rather than me harping on about advertising and social media, I thought I'd tell the story of The Sun paywall in statistics alone. Here we go...
First-party data could prove to be the future of online display advertising, according to our new report Digital Publishing: Increasing Advertiser Value Through Data and Identity.
Published in partnership with Signal, the report reveals the opportunities for publishers in the troubled digital advertising world.
The bare numbers show how far Facebook has come and the size of the opportunity that still remains.
There are approximately 1.9bn smartphone users globally and 1.31bn of them are monthly active users of Facebook (June 30th, 2015).
Facebook Lite was launched this year so users with poor or unstable connections can use a simplified version of the platform.
Publishers and social networks have an increasingly symbiotic relationship.
Publishers seek larger audiences and social networks seek the most engaging content to keep users in-app and provide the most compelling context for advertisements.
Is there a danger in this ever-deepening relationship between social media and publishers?