Last night we hosted our second content dinner of the year. Thank you to all who came along.
With a content studio bias in attendance, some observations;
- Everyone has a content studio at this point.
- Cheaper ‘viral’ sites can be distracting advertisers from real value.
- Brands aren’t adopting long term programmes as much as they should. This offsets setup cost but also allows for experimentation.
- The value chain from advertiser through publisher are stretched /= everyone needs more tech + process to simplify and improve.
- ^ Imagine handling 125 line items between 3 people. A reality for many.
- Everyone has video yet it lacks distinctiveness. And that takes time to build that brand, tone of voice and recognition.
- Talent is hard to get.
It’s on this last note, we’re adding in a jobs section, to help readers meet each other and/or hire 🙂 Related to this, would love to hear from anyone focused on training + education in the space. The more the merrier.
I’ve also been grateful for feedback on the newsletter, as some have caught we have been experimenting with a live stream chat on Fridays. Follow @giveitanudge.
We’re also likely to port this to a few other formats in time.
Notable stories this week
- Noah Brier, founder of Percolate digs in to Information fiduciaries, a must for this week. Noah anchors the chat and highlights a piece from The Atlantic on it from 2016.
‘To protect individual privacy rights, they’ve developed the idea of “information fiduciaries.” In the law, a fiduciary is a person or business with an obligation to act in a trustworthy manner in the interest of another. Examples are professionals and managers who handle our money or our estates. An information fiduciary is a person or business that deals not in money but in information.’
- Native growth slowing, this is to be expected, as the overall revenue grows the growth rate will decrease. But quietly, more mature players have reached a local maxima, technology + process are needed to break through.
- Boston Globe sharing two local Bostonian examples. A nice local flavor.
- [From us/me] How to squeeze more juice from your content investments. Observations and data driven insights on how to improve each and every dollar of investment.
- Brands are shifting spend to branded content. Yes!
- Adverty launches a SSP for AR/VR advertising, enabling programmatic buying. Rovio, the studio behind Angry Birds, has been giving it a bash.
- GroupM’s The Glitch has introduced a new content division called Flux.
- Vice beefs up its branded content offerings.
- ARC signs Boston Globe.
Campaign of the Week
- Goldman Sachs partners with Mic to dig in to Blockchain with a futuristic vibe.
- The High-Speed Future of the Hyperloop and What it Means for Airlines. Skift + CarTrawler.
Datapoints of note
- 85% of native display will transact programmatically in 2018.
- Facebook spend grows 62% in Q1, Instagram 136%, Snap 234%.
- Native Ad Spend will make up nearly 60% of display spending in 2018. This spend remains the key focus for displacement.
- Half of 18-19 y/o’s and 57% of people 20-36 believe that ads have become more relevant over the past two years.