Campaign of the Week:
Source: The Atlantic
Why we like it:
Interactive and artfully put together, this custom feature in CNN tells a great narrative as to why you should visit Wakayama. It includes multiple content types and invites you to the best that Japan has to offer.
Quote of the Week
The success depends on how well editorial content is matched to brand messaging, which makes the content valuable and meaningful to the user.”
Since dropping about $1 billion on Tumblr back in 2013, Yahoo has had high hopes for the social network. At the very least, some of Tumblr’s cachet among cool, mobile-first kids was supposed to rub off on the aging Web portal. Rather than lifting Yahoo’s prospects, however, Tumblr appears to have been weighed down by the digital dinosaur and its prehistoric business practices.
Source: Media Post
“We’re facing the same challenges all digital publishers face: distributed audience, ad blocking, viewability, changing trust models in the commercial model, challenging subscription models in terms of consumers expecting stuff for free, and diminishing attention spans.”
“I thought it was an oxymoron,” Morris said. “It just didn’t make sense to me that you would be able to scale a native ad across many different sights, but then when I saw the technology and how it runs on our different platforms, I saw the opportunity.”
All three panelists, speaking during the session “How Smart Publishers Are Selling Bigger Native Content Campaigns,” had a few words of caution for publishers looking to sell native content. Here are 5 mistakes publishers should avoid.
- Sharethrough’s ‘Mediation’ Aims To Make Native Process Easier, Boost Publisher Revenues
- Taboola Bows Native Ad Product That Aims To Boost Publisher Revenue