OPA Intelligence Reports

By Mark Glaser and Angela Washeck

Coming to Twitter: ads, redesign, CNN

Posted in News on 04/21/2014 | Comments ()

There are so many changes coming to Twitter that it may be hard to recognize in a few months. The micro-blogging network is realizing it has to be more than a micro-blogging network and become a more visual platform for marketers to keep up with the Joneses (Facebook and Google). So Twitter will soon be offering as many as 15 new ad formats to marketers, focusing heavily on app install ads that have been successful on Facebook’s mobile product. The current model of sponsored tweets, sponsored trends and recommended accounts wasn’t working, and mobile game and e-commerce companies were clamoring…  Full article

By Mark Glaser and Angela Washeck

Native ads hard to peg for marketers

Posted in News on 04/21/2014 | Comments ()

During a time when it seems like everyone is talking about native advertising, it is shocking that a recent Copyblogger report indicated that 73 percent of marketers aren’t at all familiar with native ads. From its 2014 State of Native Advertising findings, the Copyblogger research showed that 24 percent are “hardly familiar” with the definition of native advertising, 24 percent are “somewhat knowledgeable” and only three percent claim to be “very knowledgeable.” Those numbers are markedly different than what the OPA found in a survey of publishers, with 90% saying they are offering or plan to offer native ads this…  Full article

By Mark Glaser and Angela Washeck

Yahoo, BuzzFeed embrace TV

Posted in News on 04/21/2014 | Comments ()

Has Marissa Mayer gone too far? The Yahoo chief has received praise for bold moves like buying Tumblr and eking out a small gain in revenues and profits the past quarter, but now Mayer is pushing hard into creating original TV-like content. Taking on Netflix, Amazon, HBO and others with Hollywood dreams might not get investors excited, even if Yahoo is trying to keep costs in line. If Yahoo closes the deal they’re seeking — what WSJ’s Miriam Gottfried reports is for four original, 10-episode comedy series — they’ll not only be taking on the streaming giants, but Yahoo also…  Full article

By Mark Glaser and Angela Washeck

FB boosts ad size, goes for small biz

Posted in News on 04/21/2014 | Comments ()

Nothing stays the same for too long at Facebook, a fact that rings true for its ad strategy, too. The social giant’s latest challenge is enticing the 25 million small businesses with fan pages on the site to buy advertising in the form of sponsored posts, “boosts” and right-hand column ads. Facebook has had success with larger marketers such as P&G and Coke but hasn’t done as well with mom-and-pop shops with small advertising budgets and limited time and tech knowledge. Some of these small businesses no doubt include smaller publishing operations, which, up until now, have been able to…  Full article

By Mark Glaser and Angela Washeck

IAB: online ads best broadcast

Posted in Research on 04/21/2014 | Comments ()

While it was inevitable that digital ads would overtake broadcast TV ad spend, it’s still a bit startling to realize the day has come. According to the IAB’s Internet Advertising Revenue Report, U.S. interactive advertising revenues in 2013 reached an all-time high — $42.8 billion — and more importantly, beat broadcast TV ad revenues. Now, the “broadcast” part is important, because web ad revs haven’t yet been able to best all TV ad spending, which includes network, syndication, spot and cable for a total of $66 billion in ad revenue. But online ad dollars are definitely making a statement and…  Full article

By Mark Glaser and Angela Washeck

Mobile ads to focus on young Hispanics

Posted in Research on 04/21/2014 | Comments ()

One growing demographic may hold the key for the right mobile strategy for marketers and publishers, according to a recent report from the IAB and Univision. The joint research project found that of the 17 million Hispanic millennials (comprised of people aged 18 to 30) in the U.S., 76 percent with mobile devices have a smartphone. This figure, compared to the 67 percent of the overall population with a smartphone, was a standout in “U.S. Hispanic Millennials: Portraits of a Mobile-First Generation.” Another key finding was that this group does not view a difference between being online and offline. “In…  Full article

Of Note

The Accelerator: Condé Nast tries its hands at social ads (Digiday)
The publisher of Wired, the New Yorker and others has a technology that predicts how news stories will fare on social media – designed to benefit the advertiser.

A print newspaper generated by robots: Is this the future of media or just a sideshow? (GigaOm)
The Guardian is experimenting with a print paper written and edited completely by bots and algorithms, with sharing habits dictating what is newsworthy.

Some Sponsored Posts are Much More Social than Others (Wall Street Journal)
Native advertising does well on the Huffington Post, the Atlantic and BuzzFeed, but there’s still no magic formula for how to best execute sponsored content.

We are drowning in data about readers and attention, but which metrics really matter? You won’t like the answer (GigaOm)
Even with tons of data on available to publishers on reader habits and engagement, it’s more difficult than ever, it seems, to define metrics and bona fide success for media organizations and their advertisers.

Michael Wolff: ‘Online journalism can’t pay for itself’ (Digiday)
Wolff foresees a world without the New York Times, says Ezra Klein is a far cry from an entrepreneur and says he’s “deeply pessimistic” about the online ad model.

openquoteWe are still waiting for a third model of news publishing to emerge. A news organization that holds institutional strengths, beliefs and resources at its core but allows the rise of the independently oriented journalist some freedom to succeed or fail is still at the drawing board stage.closequote

Emily Bell, director, Tow Center for Digital Journalism at Columbia

Digital journalism: we’re still waiting for the third model of news publishing (The Guardian)

By Mark Glaser and Angela Washeck

MRC defines viewable ad impressions

Posted in News on 04/07/2014 | Comments ()

It’s now official. After months of clamor over viewable ads and marketers upset about paying for ads that were never seen, the Media Ratings Council (MRC) announced a new standard for the industry. A web visitor must see a minimum of 50 percent of an ad’s total pixels for at least one second for it to be counted as an impression. Most importantly, the decision gives pubs a green light again on selling digital display ads based on viewable impressions, because agencies know the figures can be trusted — at least more than before. MRC and a working IAB group…  Full article

By Mark Glaser and Angela Washeck

More journos get traffic-based pay

Posted in News on 04/07/2014 | Comments ()

While outlets such as Gawker have been basing writer pay on page views for years, the practice is spreading to more traditional newsrooms — and bringing controversy with it. The issue came up again after leaked internal papers from the Oregonian detailed the paper’s new plan for writers, including daily quotas (three posts a day, including one aggregated and one news-based) and two “major projects” every quarter, which will be evaluated based on reader engagement and sheer clicks. Plus, reporters must post the first comment on each story to get the discussion going. So is it a case of legacy…  Full article