OPA Intelligence Reports

By Mark Glaser and Angela Washeck

Yahoo snaps up Flurry in mobile push

Posted in News on 07/28/2014 | Comments ()

If “The Graduate” were filmed in 2014, the one word Mr. McGuire would say to Ben would be: mobile. Are you listening? Obviously Marissa Mayer and Yahoo are, as they snapped up the mobile ad exchange Flurry. The network is best known for being a leader in gleaning data on mobile app users, an invaluable asset to tech and publishing companies serving targeted mobile ads. More importantly, Flurry is one of the largest acquisitions under Mayer’s watch and may be just what Yahoo needs to compete with big players in the mobile ad space such as Facebook and Google. Analysts…  Full article

By Mark Glaser and Angela Washeck

Q2: Google ad prices down; Gannett up

Posted in News on 07/28/2014 | Comments ()

Numbers for this year’s second quarter are starting to roll in, and while Yahoo missed the mark, Google reported significant growth, with revenues hitting nearly $16 billion, up 22 percent over the year-ago quarter. Unfortunately, the slow demise of desktop advertising isn’t doing Google any favors as it struggles to maintain strong cost-per-click figures. Though paid clicks increased 25 percent in the last year, the cost of Google ads keeps dropping, wrote Time’s Victor Luckerson. The transition from desktop to mobile ads is to blame, reported the New York Time’s Mike Isaac. “As mobile ads increasingly become a larger part…  Full article

By Mark Glaser and Angela Washeck

Time Warner rejects Fox offer

Posted in News on 07/28/2014 | Comments ()

An $80 billion bid for Time Warner by 21st Century Fox and media mogul Rupert Murdoch sent the former’s stock prices climbing and shock waves through the industry, although Time Warner rejected the deal (for now). The digital transition has traditional media companies in a position of trying to band together to stave losses to large tech players and a “more is better” mentality is taking hold in some quarters. “They are all trying to position themselves to exploit, rather than be buffeted by, the growing viewership of content online and on mobile devices,” wrote Amol Sharma for the Wall…  Full article

By Mark Glaser and Angela Washeck

Facebook pushes content, commerce

Posted in News on 07/28/2014 | Comments ()

As Facebook has grown larger and more influential, it hasn’t abandoned its focus on improving and changing its product – though of late it focuses more on where it can make money rather than helping people socialize. Recent changes include a new feature called “Save” for reading later, as well as testing a “Buy” button on in-feed ads and sponsored posts. You may remember when Facebook bought a “save now, read later” startup firm called Spool a couple of years ago; now it is introducing a feature called Save, which is comparable to Pocket. The idea is to help readers…  Full article

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Posted in News on 07/28/2014 | Comments ()

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By Mark Glaser and Angela Washeck

Mobile ad spend growing, lagging usage

Posted in Research on 07/28/2014 | Comments ()

Marketers are putting their money where mobile is, though mobile ad spends don’t match up with user growth, a new eMarketer report says. The study found that advertisers would spend more money on smartphones and tablets than newspapers and radio this year. Additionally, mobile ad buys will rise 83 percent to become an $18 billion industry in 2014. However, according to eMarketer, American adults spend 25 percent of their media time on mobile devices and just two percent for newspapers, though the spending numbers don’t reflect the sheer impact mobile has had on the media industry as a whole. Mobile…  Full article

By Mark Glaser and Angela Washeck

Trust, relevance matter with native ads

Posted in Research on 07/28/2014 | Comments ()

As marketers and publishers work toward a solution for running ads that work and are actually viewed, sponsored content has shown to have great potential for now. At best, it’s a beautiful, evergreen piece of content that successfully promotes a product with a soft sell; at worst, it dances on the line between editorial and advertorial, damaging a publisher’s trust with consumers. New research from the Interactive Advertising Bureau and market research company Edelman Berland indicates that readers can’t always tell whether editorial pieces have been paid for by corporate sponsors. Fifty-nine percent of a 5,000-respondent set said it was…  Full article

Of Note

USA Today Goes Viral (New York Times)
Implementing “Social Media Tuesdays,” the Gannett paper is reimagining news for a 24/7 cycle and encouraging reporters to post on multiple social platforms.

Why digital publishers want to be in the magazine business (Digiday)
Yahoo, First Look Media and others are marketing their digital offerings as magazines to entice advertisers with the lure of premium editorial content as opposed to viral lists.

Time Inc. Creates Native Ad Group to Forge Programs Across Brands (AdAge)
The company’s Native Group will work to devise a sponsored content strategy across Time’s 25 digital titles, knowing that standard online display ads show no promise.

What Do Consumers Hate More Than TV Ads? Online Video Commercials (Wall Street Journal)
Research from Strata showed that young people find online video ads irritating because they are repetitive or irrelevant, though they would rather view ads than pay for content.

NowThis News pivots for the Vine and Instagram era (Digiday)
As social platform popularity ebbs and flows, news app NowThis is looking to short-form video for sharing news, entertainment and viral stories.

openquoteThe model we’re using now in digital advertising already feels archaic. It’s efficient and targeted, but what it pushes out to the consumer doesn’t stick. In 2025 … digital advertising will be rich in experiences consumers want to revisit — longer-form, of more value to the consumer, altogether more enjoyable. The kind of storytelling experiences in digital will be at least as engaging as those in television now.closequote

Steve Sachs, CEO, OneSpot

The Digital Ad Industry in 10 Years: Here Comes the Golden Age (Wired)

By Mark Glaser and Angela Washeck

Video ad viewability metric established

Posted in News on 07/14/2014 | Comments ()

While marketers are quickly catching on to paying only for viewable web ads, they now will get the chance to pay only for viewable video ads. A recent standard established by the Media Rating Council (MRC) dictates that viewable video ad impressions only include those ads where 50 percent of the pixels have been in view on an Internet browser for at least two continuous seconds (the standard is one second for display ads). The new metric is a significant leap for the ad industry on viewability and video ads get more popular. So far, only Telemetry, Moat, and Videology…  Full article