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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.

the economics of attention
the economics of attention
Commentary

The economics of attention

This piece highlights the economics of attention across consumer media. This is curious for a few reasons, understanding what we as consumers get for free and what that’s worth, what consumers are willing to pay for content, the potential for up and coming media like TikTok, how scale and personalization impact the economics.We have broken it into two sections, different mediums and different platforms. And the dollar amount per hour the platform earns from our attention.  Revenue per hour (cents)Medium Cable67Linear… Continue reading

Ben Young
Ben Young
March 17, 2021
Commentary

The first time Apple built a Search Engine

Speculation has arisen again about the prospect of Apple launching a search engine. In July Apple updated its Applebot docs and the bot has since been observed crawling the internet more aggressively. So is now the time Apple launches a search engine? On HackerNews, an ex-Apple developer (jd20) shared how the first AppleBot was run. AppleBot being the program that goes out and builds an index of websites, captures metadata like topic,… Continue reading

Ben Young
Ben Young
March 17, 2021
This Week in Native Ads

Newsletter #318 – Crypto Community

One big thingReader David Berkowitz put me on to Rally.io, a way to create tokens for rewarding engagement in your community. The tokens are backed by the website. It’s early days so really what you can do with it is quite open. Users can be gifted tokens or buy/sell them.David mused on some of the things he’s thinking about here, I think if anything this helps community managers get better and more… Continue reading

Ben Young
Ben Young
March 9, 2021
This Week in Native Ads

Newsletter #317 – Creator Economy

This week, I’ve been listening in on a few Clubhouse chats. When there is a good moderator, a clear topic and duration, the experience is pretty good. When there’s not, well, it feels like those panels you leave early. If you’re on there, give me a follow @bwagy, or if you need an invite, I think we have a couple more. One big thing There’s been a bit of discourse on the creator economy, what is it? Why is it… Continue reading

Ben Young
Ben Young
February 26, 2021
How to analyze content using scroll depth
How to analyze content using scroll depth
Analytics

How to analyze content using scroll depth

Scroll depth is a content engagement metric, commonly used by marketers, to analyze what percentage of a page a user has scrolled to before leaving. A few use cases for scroll analytics There are a number of reasons why scroll tracking is useful for content marketers. The biggest reason being, it’s important that your content is seen and consumed, otherwise – why waste time creating it in the first place? Knowing where people drop off on a page helps marketers… Continue reading

Ben Young
Ben Young
February 24, 2021
benefits of multi channel analytics
benefits of multi channel analytics
Analytics

3 big benefits of using multi-channel analytics

A multi-channel campaign refers to when a marketer uses several media channels to deliver their marketing message. For instance, one campaign could involve email, social media, mobile, display ads, television, OTT, and many other channels. By utilizing multiple channels, brands are able to interact with their audience across multiple touchpoints, which cuts through at a higher rate and leads to a more comprehensive campaign overall. Any marketer that decides to run a multi-channel campaign needs to be able to understand… Continue reading

Ben Young
Ben Young
February 24, 2021
how to use digital media analytics to improve roi
how to use digital media analytics to improve roi
Analytics

Why Marketers Need Digital Media Analytics to Improve ROI

Digital media, otherwise known as ‘content’, can be created, seen, modified, and shared online. Examples of digital media formats include podcasts, video games, videos, websites, social media, and online advertising. By using digital media analysis software, you have the ability to observe, report, and improve your digital media campaigns. You obtain insight into what content performs well, where you’re reaching people, which channels have the best engagement, and what your audience’s conversion journey is. If you’re able to figure out… Continue reading

Ben Young
Ben Young
February 24, 2021
how to choose your digital marketing dashboard
how to choose your digital marketing dashboard
Analytics

How to choose your digital marketing dashboard

Choosing a digital marketing dashboard can be difficult. This post helps to make the process of selecting a dashboard easier and more effective. Let’s start by defining what as dashboard is.   What is a digital marketing dashboard?  A digital marketing dashboard is a collection of metrics, with the purpose of displaying important information in regards to your business. Typically using visualizations to make the data easier to digest. And just like a dashboard in your car, a digital marketing… Continue reading

Ben Young
Ben Young
February 24, 2021
2021 guide to content performance marketing
2021 guide to content performance marketing
Strategy

The 2022 Guide to Content Performance Marketing

You’re not reading this post if you’re not trying to drive more performance from your content marketing. With all marketing teams thrust forward and into digital-first channels, performance is top of mind. As now it is even more important BUT also there is more competition. In the past, when we explored top performers, the consistent finding was that the top 25% invest more in data and insights than anyone else. Those that invest, find smarter ways to get ahead or… Continue reading

Ben Young
Ben Young
February 23, 2021
Reporting vs analytics, what's the difference?
Reporting vs analytics, what's the difference?
Analytics

Reporting vs analytics, what’s the difference?

Reporting tells you what happened. Analytics gives context and depth as to why something has occurred. Let me give you an example. Reporting: Today, 100 people shopped at our store. That’s reporting. Analytics: Today, 100 people shopped at our store, 30 came from Stowe, 70 from York. Analytics finds patterns and analysis in the data, to enable better decision-making. If it doesn’t do that, it’s not analytics. It’s just more data. Analytics is helpful in describing or understanding how an… Continue reading

Ben Young
Ben Young
February 23, 2021