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In the race to its IPO, BuzzFeed caves and opens up to programmatic display. Well, that’s the headline but this is a good step, opening up BuzzFeed to the wider programmatic ecosystem. How soon till people are placing native in those display units ;)? I’m sure more than a few readers are about to, or have already.
Notable Stories this Week
- BuzzFeed just sent out a message to the digital publishing business. They’ve found the limitations of content studios, opening up to programmatic. A healthy mix of revenue makes sense.
- ^ Notably inventory is from Google & Facebook. BuzzFeed internally projected $360m for 2017.
- I’ve had a crack at estimating the revenue uplift, for the ad tech vets who read, what do you think? Would love feedback, see calculations here.
- Google issuing refunds to advertisers over fake traffic from video inventory through its exchanges.
- Four branded content campaigns that just worked.
- Branded content is an ace up Netflix sleeve.
- MGID brings video to content recommendation units.
- Ev Williams chats with NiemanLab around Medium’s future. I’ve read it, still confused.
- Sega CMO discusses building sustainable mobile revenue.
Deals/M&A
- BBC selects TripleLift to power its native, looking at a private marketplace.
Campaign of the Week
- If you’re done 24/32 of these things you’re a legit traveler. Visa Checkout + Marriott Rewards.
- Esri + Quartz, Businesses are discovering the hidden value in their data: location intelligence. Great headline and the content delivers.
Smartest commentary
- “We’ve branded ourselves to death,” he said. “We don’t need more clutter. We’re here to find small threads of interest and connect and amplify them – we’re entering a connection economy.” – Seth Godin
- “Facebook video has value but not immediate revenue value. There’s no money in news feed video. It’s an avenue for people to have a bigger reach, to sell branded content. YouTube is a way to build a loyal audience and drive revenue because of the pre-roll program.” – Mike McAvoy, CEO TheOnion
Datapoints of note
- IBM saved $1m/year when it went in-house with its content marketing team.
- Native commerce company StackCommerce says it can deliver, on average, five times the revenue-per-click of the Amazon Affiliate Program.
- Video in recommendation units increased time on page 12% and doubled click through rates.
Events
- Finally, a DMEXCO role call, who is heading along? LMK, and I’ll do a shout out. Vice versa if you’re hosting any events there.
Ta,
Ben
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