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 together too extreme numbers, the lowest publishers are reporting as earned on Facebook vs the highest Twitter is quoting. But that’s my point, inflating views likes this hides where the real value is. And that’s exactly why Keith Weed is still upset.
My position hasn’t changed, brands receive value when consumers consume content, if they’re not, they can not and will not pay a premium for it. Anything else is a short term strategy.
Although, I am happy to see publishers like The Telegraph moving towards accountability.
Notable Stories this Week
- Telegraph talks its seven second view-ability guarantee on branded content.
- How AI acts as a force multiplier and the layers of progress. Good read on contextualizing how AI will help. Done right provides an immediate productivity lift.
- The Crimson announces their brand studio – with their own piece of content. I don’t mind that.
- Google is paying publishers to work on its stories product called Stamp.
- Native In-Video ads, streaming ads into the background of existing syndicated shows.
- Malware being served by Taboola, picked up by MalwareBytes. The website would detect if a person viewing (versus a bot or indexer) and redirect them.
- Google surfaces user data in DFP as part of new insights engine project. Pretty neat.
- How Giphy could make billions. A nice long form piece to get stuck into.
- Taboola launches their data marketplace.
- TripleLift & Tabmo partner, to open up mobile inventory.
Campaign of the Week
- [Upcoming] Intel announces two new branded content initiatives, one is tracking bears! “The Santa Clara, Calif.-based firm is working with wildlife photographer and conservationist, Ole Jørgen Liodden to track the behavior of polar bears in the Arctic using Intel’s Falcon 8+ drone system. The system has GPS and heat sensor capabilities to help track the bears.”
- 47% adults 22 to 45 years old are watching absolutely no content on traditional TV platforms. Study by Omnicom's Hearts & Science.
- Google finds 200m new people to advertise to, how? Adding Bengali.
- The Native Advertising Days is upon us next month, between 8-10 November.
That's it, have a great weekend.