Blog
Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Edition #362 Found money, a creator tries to get fired by his brand partner and Buzzfeeds content biz continues to grow. I’m looking for a writer to help with a regular piece each month. Sharing here in case any readers know someone who fits the bill. One big thing Continuing last weeks thread on Owned stacks, Benedict Evans had a timely piece on unbundling advertising. Much of it we’ve discussed prior, but a nugget was that for… Continue reading
eCommerce Analytics helps marketers understand how customers are engaging with their store, which includes their content marketing and product listings. Nudge enables eCommerce marketers to get a better idea of what is engaging customers and finding areas to improve, to increase sales. To get set up, first create an account. Â Sign up to Nudge First you need to sign up to Nudge, click the sign up button. Enter your email and a password, or log in with Google. Continue reading
Edition #361 Data models, Windows 11 ads and no more IPs. One big thing Measurement is a hot topic at the moment, so I thought I’d share a snippet from an older post, on what leads to success. “McKinsey recently published new research findings, stating that organizations that deploy the most technology appear to be the most successful. At first glance, this might seem somewhat illogical (as adding more technology into current infrastructures lead to more complexities and… Continue reading
Edition #360 Native awards, Microsofts new ad religion and elephant growth. Congratulations to all the winners of the native advertising awards! Nice to see a few familiar names. One big thing Kevel (formerly AdZerk) has built a nice business, with a build your own ad stack type solution. And it seems, that Google is now gingerly testing this space with retailers. With the view of, in a privacy-centric world, centralized ad technology has less room to… Continue reading
Edition #359 A measurement redux, opportunities in branded content & TikTok. One big thing A trend you may not have seen in the tea leaves is that a lot of measurement companies are being acquired right now. Oribi, Tunity, TVSquared, Playground XYZ & Shareables. And that’s just since December. What’s driving that? The instigator was Apples tracking changes. Forcing many firms to either throw our their existing technology or seek to add deep capabilities. The other area is connected… Continue reading
Edition #358 QR codes, how Fortune got to $100m and attention. One big thing The sheer bravery of Coinbase to run that ad in the Super Bowl is to be applauded. Yes it performed well, 20 million visits in one minute. Crashed their site. One quip I saw was that marketing beat engineering! But it might not have. For those that haven’t seen it here it is. A QR code bouncing around a screen, just like the… Continue reading
Edition #357 The earnings merry go-round, content arbitrage & plant-based diets. One big thing I really enjoyed Ben Thompson’s summation of the digital ad eco-system as of 2022. And how the various pieces have come together in the past year or so. In particular you see Apples changes with ATT, moving spend away from Facebook, and in turn enhancing Amazon’s ad product. Because Amazons data all stays on platform. His macro takes are usually pretty good. We’ve had… Continue reading
Are you looking to verify the performance of your branded content? Then you’ve come to the right place. What makes branded content verification different to other advertising, is the art and science. Content requires consumption to be effective. And then, often you need to verify the traffic sources to the content. Often also there are technical challenges that need to be overcome. The other challenge can be the scale, often branded content has less impressions than say a display campaign. Continue reading
Edition #356 Cameo, Microsofts $10b business and carbon emissions. One big thing Microsoft brought in $10 billion in ad revenue in the last 12 months. For a combined business that is bigger than Snap & Twitter combined. NEW: @Microsoft brought in $10 billion+ in ad revenue in last 12 months (ex TAC), which includes LinkedIn— Comes amid a renewed ad push from the tech firm— Microsoft acquired ATT’s addressable… Continue reading
Edition #355 MOAR acquisitions, meme creators turned VC and tools for content creators. One big thing Banker to adtech/martech Terry Kawaja shared this tweet about tech M&A in the roaring 20’s. And it is most of the new news each week, acquisitions all round. And it is exactly like this image, bigger fish picking up a smaller fish, who had already scooped up several smaller fish. Digiday this week dug in to how say the likes of… Continue reading