BuzzFeed’s new Twitter show AM to DM announced 1m viewers this week – but unclear as to how ‘long’ people were watching. Even they don’t know! This is the problem of our times. My take -> that’s probably 1million appearances in the stream, which based on Facebook’s CPM would only yield BuzzFeed $150 in earnings. Or another way, cost a brand $150 plus Facebooks margin to buy those ‘views’. Now I’ve stringed… Continue reading
AdWeek madness has ensued so I’ve had to put some extra elbow grease to sort through the noise. Before we go too far, this week we announced Nudge 3.0, the next wave of our platform with predictive intelligence of content performance & audience interaction, more here and here. Notable Stories this Week The Financial Times discovers up to $1.3m/month in fraudulent inventory being sold on ‘exchanges… Continue reading
[Via Twitter] Hunter Walk shares early data on his Medium earnings. Reminds me of the early days of Kindle Lending, where there was a fixed pool of cash divided by not many reads, so each was worth a lot more. Keen to see how this unfolds. As a reminder, here’s more on Mediums pivot away from ads. Notable Stories this Week This is a great interview with… Continue reading
With all this year’s Dmexco attendees en route home here’s this week in native. Notable Stories this Week Predictive recommendations creating new inventory for Facebook. This is part of a wider narrative developing around AI content and the ad revenue created from it. WaPo robot reporter has published 850 articles, 500 articles generated 500,000 clicks (around the election). Jack Marshall at WSJ asked FB why they allow… Continue reading
Video advertising is like the dark arts, there are many different players; different environments, devices, vendors and ways it’s served to the end consumer. This makes it difficult to truly understand where and what combination is truly engaging consumers and lifting results. As a way to sort through this mess, video attribution is a way of benchmarking the quality of the inventory you are buying. The ground hypothesis is, the ultimate measure of advertising effectiveness is the way… Continue reading
Native tactics are simple ways to grow the value and scale of your native content campaigns. In this blog series, we’ll be featuring tactics that you may or may not currently have in your arsenal, but most definitely should. Over time, this blog series will feature a bunch of great tactics that you and your team should be utilizing – find them here… #2 Plan for SEO Search engine optimization need not be a dirty word for brand campaigns, it… Continue reading
In the race to its IPO, BuzzFeed caves and opens up to programmatic display. Well, that’s the headline but this is a good step, opening up BuzzFeed to the wider programmatic ecosystem. How soon till people are placing native in those display units ;)? I’m sure more than a few readers are about to, or have already. Notable Stories this Week BuzzFeed just sent out a message to the digital publishing… Continue reading
Native content is the future. All brands are adjusting their marketing communications to content and in turn native. This is a ground floor opportunity to come in and drive the sales of Nudge. Nudge is a native content platform that helps brands understand the impact of their content. The full toolkit ranges from analytics, to distribution optimization to attribution. We even have a CommonSenseBot, a bot that checks content for anything impacting performance. We are seeking an Account Executive to… Continue reading
Another news meaty week, if you didn’t catch WPP earnings (tldr, traditional businesses have slowed spend and WPP hasn’t kept up to date), this means more activity in digital, to catch up. Notable Stories this Week AdYouLike & AppNexus integrate. TripleLift & Drawbridge partner, for cross-device native. Taboola partners with Getty to help improve images. Creative at scale is a big challenge, this… Continue reading
This week yielded a few data points from an IPSOS + Polar study on the impact of native content, keep them handy for your next pitch deck. I riff on how we need to push creativity in native and we see more publishers doubling down on video. Notable Stories this Week Hyatt pulls back on its branded content partnership with The Atlantic, focused on inclusion, after events of last weekend they… Continue reading