Advertising

What Does a 16% Decline in Magazine Ads Mean for the Industry?
July 28, 2017 at 2:55 pm

Let's be honest, although many attempt to do so, there is no way to find a positive spin to the data in this industry-wide report showing magazine ads down another 16%. As an industry, we have seen negative numbers every year for a decade. Were you expecting a change? Newsstand sales of magazines have plummeted…

Time-Based Ad Sales? Publishers Still Weighing Promise And Risk
July 26, 2017 at 1:30 pm

The idea behind time-based ad sales started circulating in 2013 when an advertising director at the Financial Times proposed that time could be used as a currency to trade. Over the intervening years, awareness of the concept has spread and a small group of publishers, including the FT and the Economist, has actually begun selling…

Still Plenty of Opportunity in Digital Advertising – Flipboard Exec
July 18, 2017 at 1:49 pm

The digital advertising space faces a number of challenges – not least the dominance of big players such as Facebook and Google. But, FIPP World Congress speaker Rick Welch, head of programmatic advertising at Flipboard and former Condé Nast exec, believes there remain plenty windows of opportunity for other players in the market… Below he…

5 Ways Publishers Can Hyper-Target Print Like Digital Marketers
July 18, 2017 at 9:39 am

Marketers’ disgust with online ad fraud has created an opening for our industry, but we’re not ready to take advantage of it. Our out-of-date, out-of-synch approaches to magazine advertising proposals are holding us back from taking advantage of this new opportunity. Judging from my interactions with advertising sales reps, they’re seeing fewer digital-only RFPs these…

Google Says It Wants to Fund the News, Not Fake It
July 17, 2017 at 1:44 pm

Under fire from several quarters for an array of accusations ranging from monopolistic practices to the dissemination (and even funding) of fake news, plus questionable measurement procedures, Google is hitting back with both defiant words, as well as financial handouts. The Drum sat down with Madhav Chinnappa, Google’s director of strategic relations, news & publishers,…

Online Publishers Try Reducing Ads to Boost Revenue
July 14, 2017 at 1:38 pm

For online publishers, more advertising typically means more revenue. It’s why websites are often crammed full of flashing banners, auto-playing videos, content-blocking overlays and widgets recommending sponsored story links. But some publishers say they’re now taking a “less is more” approach when it comes to placing ads across their sites. Stripping out irritating ad formats…

The News Industry Will Address Congress About Facebook-Google Duopoly
July 11, 2017 at 1:16 pm

The news industry has never been more dependent on tech companies and the massive distribution platforms they operate on the internet, leading to a long-standing and ongoing existential crisis in journalism. This isn’t exactly a secret — nearly half of all American adults rely on Facebook as a primary news delivery mechanism, and both the…

Google Goes After Mobile Native Advertising With New AdSense Formats
July 7, 2017 at 1:18 pm

Google is plugging the hole that has remained a key weakness in mobile advertising: native ads. On Wednesday, the company announced the launch of native ads for all AdSense publishers. AdSense native ad formats include in-feed, in-article and matched content. All can be customized to match the…

Getting Started With SSPs, Waterfall & Header Bidding for Programmatic Advertising
July 6, 2017 at 11:26 am

For traditional publishers, developing and implementing a programmatic approach to ad sales can feel complex and challenging. There is good news though. If a robust digital ad sales practice is already in place many of the key tools needed are already part of your ad infrastructure; you’ll need to layer programmatic technologies into the ad…

Apple News May Let Publishers Sell Ads Their Own Way
July 5, 2017 at 11:59 am

Apple is working on a money fix for publishers that send their articles and content to its News app but so far have gotten very little in return, according to people familiar with the plans. Apple News will let top media partners use their own technology to fill the ad space in their content, becoming…