OPA Intelligence Reports

By Mark Glaser and Angela Washeck

BuzzFeed raises $50 million

Posted in News on 08/25/2014 | Comments ()

Scrappy digital native outfit BuzzFeed has proven that the Internet loves listicles and quizzes, but can it branch beyond that to become a serious news outlet? That’s the big question as the company recently secured $50 million in funding from venture capital firm Andreessen Horowitz. With the funding, BuzzFeed announced it would aggressively expand, hire more people and even launch a department that will create short and full-length motion pictures. The investment also elevates BuzzFeed above legacy newspaper companies in terms of monetary value; the company is now worth $850 million, $600 million more than the Washington Post in its…  Full article

By Mark Glaser and Angela Washeck

AOL going all-in on programmatic?

Posted in News on 08/25/2014 | Comments ()

AOL has long left its roots as America Online behind (though it still has 2.3 million dial-up subscribers). And it’s even gone beyond its content ambitions in a push to become a major ad-tech player that lives and breathes programmatic. Last fall, it even had a “Programmatic Upfront” urging media buyers, well, not to buy from people. Now the company can say that it was ahead of the game, and evangelize for more programmatic in the industry. AOL even took the step of surveying the 177 large advertising, agency and publisher clients it has to find out that 86 percent…  Full article

By Mark Glaser and Angela Washeck

Twitter video ad plans in full swing

Posted in News on 08/25/2014 | Comments ()

Twitter has enjoyed a bit of an upward trajectory as of late and is hoping video ads will add to its recent success. Developed from the microblogging company’s Amplify program, which introduced video to Twitter with a few select partners, the Promoted Video component of Twitter, now in beta, has a few goals. One, it’s a more relevant form of advertising. Each time a video ad is clicked on in a user’s timeline, Twitter makes money, using a cost-per-view (CPV) metric. Two, promoted video tweets are right in line with research showing that short video advertisements can be quite powerful.…  Full article

By Mark Glaser and Angela Washeck

Line between online video, TV ads blur

Posted in Research on 08/25/2014 | Comments ()

Although many young people and consumers are moving their video and TV-watching to mobile devices and computers, those newer technologies still look a lot like TV – especially when it comes to ads. And according to new research from video ad company FreeWheel, ad viewing on longer-form digital content is rising. Digital video content that is 20 minutes or more now comprises 53 percent of all ad views from “traditional TV programmers’ digital platforms,” wrote MediaPost’s Wayne Friedman. It’s not just Netflix and Hulu Plus on the web; HBO, AMC, ABC and many other content creators have moved their shows…  Full article

By Mark Glaser and Angela Washeck

Publishers repurpose evergreen content

Posted in News on 08/25/2014 | Comments ()

While publishers have a long history of trying to monetize the archives, with mixed results, there’s been a new push to make everything old new again. Several publishers are either “repurposing” past stories that were received well by readers, re-posting pieces to social media if they tie into a current event or simply filling gaps in editorial output. According to a recent blog post by digital media and analytics firm Parse.ly, “This opportunity is so large, in the New York Times’ Innovation Report, the authors determined that a primary focus for increasing audience growth was to increase discovery options for…  Full article

By Mark Glaser and Angela Washeck

Mobile ads taking over the globe?

Posted in Research on 08/25/2014 | Comments ()

Mobile advertising is gaining momentum not only in the States but across the world, according to a study from the Interactive Advertising Bureau’s European and U.S. divisions, and research company IHS Technology. Across the globe, mobile ad revenue increased 92 percent to €14.6bn ($19.3 billion) between 2012 and 2013, bolstering numbers for rising mobile device usage and consumption. Of that overall figure, mobile search advertising is producing the most revenues – nearly half – but mobile display grew the most over that year, reported Mobile Marketing’s Alex Spencer. Here in the U.S. we have especially embraced mobile ads. North America’s…  Full article

Of Note

Mastering the dark arts: Facebook has been the key to Mother Jones’ growing popularity online (Nieman Lab)
Facebook has the juice Mother Jones content needs to get in front of the most sets of eyes – plus the pub has a new socially-savvy engagement editor to thank for high traffic.

Why The New Viewability Standards Are Flawed (MediaPost)
For video ads, a two-second view may not be a good standard for advertisers, and the concept of viewability should continue evolving until the industry can agree on qualifiers.

How USA Today’s FTW masters viral content (Digiday)
Curated stories with great headlines, lists and quick reads are the recipe for viral success at For the Win.

Purch Mixes Editorial Reviews Into its Native Ads (Adweek)
Is it right for a publisher to let brands or companies sponsor editorial-written reviews of products?

Yahoo Should’ve Bought BuzzFeed, Not Tumblr And The Seven Dwarfs Of Acqui-Hires (Forbes)
A struggling Yahoo may benefit from a philosophy shift from content company to a mobile, video, tech company.

How the New York Times is learning lessons about digital storytelling and audience engagement as The Great War resonates through a century (World News Publishing Focus)
The paper experimented with user-generated content, collaborating across news desks and social media to create a special Great War Story.

openquoteIf you deliver stuff that nobody else is doing, in a world where there is increasing mediocrity, or lack of standards, you’re providing something that’s very well edited, very enjoyable, very informative, very provocative, and people will continue to pay for it.closequote

John R. MacArthur, publisher, Harper’s Magazine

Harper’s Publisher Standing Firm in His Defense of Print and Paywall (New York Times)

By Mark Glaser and Angela Washeck

Q2 Earnings: NYT, Twitter, FB go mobile

Posted in News on 08/11/2014 | Comments ()

Where are today’s (and tomorrow’s) digital dollars coming from? If you go by recent earnings reports, the real growth is coming from mobile ads and apps. For instance, the New York Times’ second quarter numbers showed that their increased mobile push has the power to be hugely lucrative. A surge in digital subscribers – 32,000 during the quarter – is cause for optimism. Unique products like the Times’ curation app NYT Now and an app dedicated solely to opinion writing are helping lure young people to purchase digital subscriptions, with an upcoming cooking app on the horizon. Times CEO Mark…  Full article

By Mark Glaser and Angela Washeck

Tribune, Gannett spin-off print

Posted in News on 08/11/2014 | Comments ()

Print spin-offs seem to be the name of the game these days, as the Tribune Company and Gannett joined Time Warner, News Corp. and EW Scripps in splitting up print properties from TV and digital-only entities. Taking on a new moniker – Tribune Media Company – the group that owns Tribune Broadcasting, Tribune Digital Ventures, WGN Radio, WGN America and Tribune Real Estate is now separate from Tribune Publishing Company, which includes papers such as the Los Angeles Times, Chicago Tribune, Orlando Sentinel and Baltimore Sun. Will these print spin-offs be left in the dust or will they be able…  Full article