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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.

Xero + TheGuardian
Xero + TheGuardian
Commentary

Always on

Edition #372 Why tv’s are always on, TheAthletic gets bundled and Twitter product drops. One big thing For many set top boxes, they’re on all the time. And if they’re tuned into a channel, even though the tv is off, chances are that viewership is being counted. Which leads to over counting. Even OTT apps can continue to play after you turn the tv off. This means at least $1b worth of ads are being played to no one each year. This is why viewability for the web was invented, to ensure that ads were shown in view of the customer. Makes sense. However for tv, the existing roll out of set room boxes and lack of universal standards make the implementation of a similar type solution challenging. We saw a few weeks back that NBCU is experimenting with multi ad and content on screen. Initially this may seem a bit grim, but is it an improvement over the ad break? And everyone’s tv is a lot larger than they used to be. Maybe that yields enough to drop one or two ad breaks per hour. I’ll be curious to see how it goes. With all this, the backbone or thread is that measurement enables product innovation. Getting those right things captured in your metrics, helps push things forward. Notable stories this week Twitter tests product drop alerts with Home Depot. Is your TV still playing ads when it’s turned off? WaPo to keep software business. Google offers to let ad rivals place YouTube ads in EU antitrust probe. CheckMyAds starts a campaign to get Fox News removed from exchanges. TheAthletic to be added to the NYT subscription bundle. Publishers like Gannett are using micro-surveys to amass audience data. IAB updates guidelines for measuring 3D ads for the metaverse. Includes things like, what’s the minimum viewing angle for an ad. Bidtellect partners with D&B to deliver ads to key decision makers. A revisit of Kevin Kelly’s 1000 True Fans, The Rise of the Internets Creative Middle Class. Deals/M&A Ad agency Mekanism acquired. Campaign of the Week 10 questions you should ask your advisor this end of financial year. Xero with TheGuardian. Like the format, simple and high utility for the reader.   Continue reading

Ben Young
Ben Young
June 17, 2022
Commentary

Out and about

Edition #371 Green media, BBC to launch marketplace for content and Tom Brady raises $50m. One big thing Getting out and about is fun. Those first few reconnects after covid. What I’m seeing is that more senior people are off to conferences, juniors are off to meetups and everyone else is somewhere in-between. Now it used to be the juniors would go to the conferences to hang and learn and really absorb the industry. So it feels like a bit of a disconnect, that the remote working when everyone comes back, only seems to agitate. This then feels like opportunity, to bring both groups back together. Which is where marketing teams can help, creating events that whole teams can come to, whether that’s affordability, style or event, or just subtle positioning. The old StartupWeekends, the UnConferences, the hackathons. What does this have to do with content & media? Well, it’s where we’re all going to meet the next new partner for that project. Or that new collaborator. Whether someone will challenge our thinking. Which I think is a good thing. Notable stories this week Sharethrough launches its first green media products. How this TikTok creator makes $20k/month. BBC to launch BSP in partnership with Vuulr, a marketplace for licensing their shows. European Baby Brand Bugaboo makes its first US-focused social media and content play. Hubspot is pushing into video. Spotify CEO teases major push into audiobooks. 12-Step Brand and Content Framework. Google Slides link. Another Google Slide deck, Brand Building on Social Media. Deals/M&A Tom Brady & Michael Strahans, Religion of Sports raises $50m. CreativeX raises $25m Series B. PepperContent raises $14.3m to enter US. Contentoo acquires Contentbox. Campaign of the Week DinoTracker from Department of Prehistoric Wildlife, as part of Jurassic World launch. @DinoTracker on Twitter. ^ Extending this to native placements across publishers would be the kicker in the execution of this strategy.   Continue reading

Ben Young
Ben Young
June 10, 2022
Commentary

Good Wine

Edition #370 On what we can learn from what makes a good wine. Educational branded content and Stranger Things. One big thing One sip leads to another. Whilst away I read Cork Dork and in answering the question of what makes a good wine. Paul Grieco of Terroir fame would answer that one sip leads to another. The first leads to the second and the second leads to the third. As I lay there in the Mexican sun, I thought that’s a brilliant little analogy. If someone enjoys it they reach for more. Such an idea could bring a lot of simplicity to marketing teams. Instead we dive for more. What else should we be looking at. Over intellectualizing it. Rather than simply going, is the consumer coming back for more. I liked it and thought it was worth sharing. Notable stories this week How Front Office Sports is leveling up its branded content business through educational courses. Lessons on readability for marketing content. Ed Norton talks media measurement. Deals/M&A Substack drops fund-raising efforts as market sours. The charts showing Creator Economy investments this year. Campaign of the Week Leaving a legacy: how to give a gift that lasts beyond your lifetime. Guardian with Cancer Council. Continue reading

Ben Young
Ben Young
June 3, 2022
guide to influencer content marketing
guide to influencer content marketing
Influencer Marketing

Guide to Influencer Content Marketing

Influencer content marketing is partnering with content creators who have their own audience to create content that helps to deliver on your marketing objectives. Influencer marketing is analogous to celebrity endorsements, which pre-internet was a way to capture the loyalty and share of voice of celebrities that aligned with your brand. This analogy also speaks to the challenges, finding the right influencers to work with, how you engage with them but also the ongoing risks that influencer may pose down… Continue reading

Gustaf Stenlund
Gustaf Stenlund
December 5, 2022
Commentary

Advertising claims

Edition #369 Regulators are not giving any leeway when it comes to the third dimension. And content marketing not just a pandemic trend. One big thing Law firm Fenwick dug into the implications of advertising in the metaverse, “regulators emphasized that ads in the Metaverse must be truthful and not misleading even if the technological medium for delivery of those ads is nascent.” And it turns out, the metaverse literally adds dimensions to potential legal claims. “One unique issue about advertising in the Metaverse is the potential to make three-dimensional claims. A Metaverse application that purports to reflect how a real-life article of clothing would look could be found to make the claim that the article of clothing would fit as shown digitally if worn by the consumer in reality. This is a natural extension of the law as it has currently been applied to claims made in product images.” They also pointed to that disclosures must be made, even if ‘text disclosures’ are not available in that platform. It seems that there is no longer a this is a new place so you’re off the hook. As regulators are getting savvier and faster to deal with these same issues that pop up repeatedly on new platforms. Notable stories this week Content marketing maintains momentum as pandemic restrictions ease. Why Manscaped is leaning into ads on Tumblr. NBCU leaning into new ad formats to engage viewers. Twitter announces Premium Content Partnerships at 2022 Digital Content NewFronts. And other NewFronts releases from LinkedIn, Meta, Pinterest & YouTube. What are the legal implications of advertising in the metaverse? Is a digital representation held to the same legal standard? Eddy Cue reportedly has bigger plans for Apple’s billion-dollar streaming and ads business. With no third-party accredited measurement, this year’s upfront season is a testing bonanza. Ads may come to Netflix by the end of 2022. Campaign of the Week Anker with BuzzFeed. You should have a home energy kit - and this is the very first thing you should buy for it.   Continue reading

Ben Young
Ben Young
May 13, 2022
Commentary

Headless chickens

Edition #368 Fortune partners with SalesForce+ in this weeks edition, headless chickens & Roku ARPU. One big thing For many in sales it feels obvious that when you’re having multiple conversations and the potential partner is really engaged, that you’re more likely to make a sale. Yet when it comes to this sort of engagement or touch points online it doesn’t feel the same. Conceptually people get it but it hasn’t quite clicked for many. RealEyes released a study this week and have identified where the tide is beginning to shift. 65% of participants in their study report that attention is a conversion stage in the sales and customer journey. That is a good sign. Rather than running around like headless chickens, using the signals consumers give us from their behavior is vital to understanding progress. Notable stories this week TripleLift aims to insert itself into the CTV conversation using native ads. Brand Creator partnerships are prioritizing expertise and diversity over fame. Adland bullish on attention metrics, expects brands to pay. Attention increasingly is recognized as a business outcome in advertising. Twitter says it overcounted its users over the past 3 years. NBCU unveils self-serve programmatic ad manager. Deals/M&A Mavrck raises $135m and acquires link in bio company Later. Vice is looking to sell its studio business. Roku & Apollo team up on Starz bid. Campaign of the Week Fortune & SalesForce, the Ecopreneurs. A video series on entrepreneurs focused on saving the planet. Also a lead in for SalesForce+. Continue reading

Ben Young
Ben Young
May 6, 2022
Commentary

Advertising Vibes

Edition #367 Goldman invests in tv measurement, Kevin Hart merges his companies and Spotify allows video anywhere. One big thing The vibe around advertising right now is a bit weird huh. Elon Musk hating on it. Outcry about Netflix adding advertising. But advertising supports a healthy economy, aiding in product discovery. In a digital attention world, subscriptions have a stronger role to play. And with Netflix’s focus, it seems like most platforms are heading towards a hybrid future. Part subscription, part advertising. You choose. And that’s smart, because advertising makes content more accessible to all. And subscription provides reliable revenue. Spotify is maybe a good example of this with their subscription focused, advertising supported model. But you look at WPP, who is growing YOY, there’s a sign of creativity leading growth in advertising. And that’s exactly what’s needed. Notable stories this week YouTube is testing ads on its short-form answer to TikTok, Shorts. Sharethrough hires a CMO. And founder Dan Greenberg and native advertising pioneer steps down after 14 years to work on something new. ???? BuzzFeed arrives at upfronts with a vertical ad format, a creator network, and plenty of new programming. Spotify now allows all creators in select markets to publish video podcasts. Video can now be embedded off platform too. Study website Quizlet launches ad platform using native. The Ad Tech vendors helping programmatic go green. CNN+ shut down and subscription cost is driving cancellations. [Long read] How retail media ad platforms are rewriting the wallets garden playbook. Deals/M&A Goldman Sachs to invest $325m into tv measurement company iSpot.tv. Kevin Hart’s LOL Network and HartBeat productions merged and the combined entity raised $100m in investment. G/O Media buys Quartz. Campaign of the Week Metlife with WSJ. Tailwinds for Emerging Markets. Continue reading

Ben Young
Ben Young
April 29, 2022
Analytics

Tracking Scroll Depth

Scroll Depth enables you to see how much engagement you get on your pages. It identifies how all of your users are consuming your content with the view that more consumption is better than less. It provides an objective benchmark to identify the quality of your pages. Marketers often ask, what is a good benchmark for scroll? An average of 53% is typical. With shorter content you expect it to be higher, and then lower for longer content. The best benchmark… Continue reading

Ben Young
Ben Young
April 25, 2022
Commentary

Mailcrimp of Netflix

Edition #366 Netflix has executed flawlessly, Rolling Stone pivots to creators and Quartz takes down the paywall. One big thing Netflix announced they will explore ad-supported tiers. And to the contrary of headlines I think they have executed flawlessly in this regard. They have pushed the model as far as they can and now its time to adapt, to capture more market share. That’s probably not what you’ve read this week but that is objectively what they’ve done. That being said, it comes amidst chat and analysis that suggests their content isn’t cutting the mustard. Despite a spend in excess of $17b, they have content. But is it the best content? Are they squeezing as much as they can? As I tweeted, when the brief is to make the content spend work harder and smarter, that leads to an investment in data & analytics. We’ve found top performers spend as much as 20% of their budgets on this area, Netflix's total technology spend is 10%. Thus they are underinvesting as much as 4x below what they should. I wrote back in 2015 that ads were inevitable. Many did. But so this development many in the industry excited. The opportunity for brands, will be to attach to culture. Who will be the Mailcrimp of Netflix? What shows should brands support? Should they be brought to you by, or advertorials during the shows. Or regular ad breaks. Maybe you use it to highlight your own brand journalism. Time and time again, we’ve seen digitally integrated campaigns work better together. This could be an exciting new tool to add to the toolkit. Who loses out when Netflix does this? Well it’s likely they’ll test it in other markets. As they are doing with password sharing plans in LATAM. And in those territories there is less depth to the CTV markets, meaning local broadcasters will lose out, from their typically local OTT channels. It will also put pressure on the open CTV ad system, as people basically play musical chairs and move up the stack. Netflix will need to step carefully, having faced hurdles in the past with pressure from local broadcasters and state funding for local content. One thing that Netflix CEO emphasized is consumer choice. There will be subscription based tiers, and ad-supported. And I suspect that will filter through to whatever path they make. You choose. Notable stories this week Rolling Stone pivots to creators. Convo Ink launches attention measure for content marketing campaign optimization. Roku touts original content, brand studio ahead of NewFronts. An interview with European Branded Content marketplace, Getfluence. How native ad company MGID kept operating in Kyiv. Quartz is taking down its paywall. With more publishers expected to follow suit or some hybrid models this year. The different content personalities. How Tumblr became popular for being obsolete. CNN+ off to a tough start. Facebook is pulling back from its foray into podcasting. Web scraping is legal. And web browser Brave is rolling out De-AMP to help users circumvent AMP. Deals/M&A Musk unveils his Twitter financing. Campaign of the Week Nativeception. Sponsored newsletter company Paved with MarketingWeek.   Continue reading

Ben Young
Ben Young
April 22, 2022
Commentary

Snap Spotlight

Edition #365 Did paying creators directly pay off? A new native ad network and FOS. One big thing Last year Snap spent $250m on its Spotlight Creator Programme. You may recall, they would feature content on their Spotlight channel and make cash rewards to the creators. It appeared to be a defensive position against TikTok. But how did it fare? ‘One year ago we launched Spotlight to lower the barrier to content creation and shine a light on the most entertaining Snaps created by the Snapchat community, no matter who created them,' -Snap Through 2021, 12,000 creators have collectively been paid over $250m!. That would be an average of $21k each. Creators have quit their jobs, to pursue this. Which didn’t always work out when they couldn’t reliably recreate their initial success. Melles started posting videos in March and Snap, the company that makes Snapchat, sent him a message in April offering him thousands of dollars after one of his videos racked up 300,000 views in 24 hours. Melles got a $19,600 payment from Snap for the video, and he quit his Wendy’s job a few days later. But bumpiness aside, that is 12,000 content creators who have received tangible motivation to keep creating. So how should we think about success of this programme? Strategically it was aimed to protect against TikTok and keeping the best creators onboard. On a user basis, Snap ended the year with 319m DAUs, 20% year over year growth. An increase of 54m. Against a climate where TikTok grew 500m users. Did Snap win out? Not on the growth side. But maybe if they didn’t do this execution, they could have lost more? Their average ARPU over the past 12 months was $13.64 globally, so those 54m users could have contributed about $736m In revenues. Their stock priced closed 2021 at $47.03, against a price of $50.07 at the end of 2020. However the end of 2021 marked a decline in tech stocks. I think the real asset is the relationship they’ve built with the 12,000 creators. What can they do there, to help them grow? And to continue to push the boundaries on Snap. How can they help be the best Snap it can be? Those are the questions I think Snap should be diving into. A concerted effort to promote the best of Snap spotlight outside Snap would help remind users and get them to come back too. That would be helpful. I can't recall any creators off the top of my head. What can others learn from this? I do think this is a good model to learn from. You are not just paying the best advocates of your platform directly. But you are paying for new content assets. And also all the other content that is produced. Notable stories this week Paved introduces the Paved Ad Network and Native Ad Editor, enabling newsletter publishers to monetize with premium native advertising. New creators should start with a newsletter in a Web3 world. How gated content and native advertising can work together. Radisson’s new hotel brand has a dedicated space for content creators. Google says it classifies AI-generated content as ‘spam’. Lightbeam.tv is coining branded video on demand as CTV ad spending grows. iHeartMedia is tripling its branded podcast content. All advertising looks the same these days. Blame the moodboard. Substack’s growth spurt brings growing pains. CNN+ launch may be off to a bumpy start. Google Search is falling behind. Is streaming just becoming cable again? Deals/M&A Validity acquires email campaign platform MailCharts. Congrats Tom! OpenWeb acquires AdYouLike for $100m. Congrats to both teams! Glip, a creator tool suite for gamers to create and monetize has raised $3m. Campaign of the Week Front Office Sports with Fidelity. Rex Champman interviews athletes about their second acts. Continue reading

Ben Young
Ben Young
April 15, 2022