OPA Intelligence Reports

By Mark Glaser and Angela Washeck

Mobile search ads to outdo desktop

Posted in News on 03/24/2014 | Comments ()

As desktop search ads drop, Google is hoping the growth of mobile search will help make up the shortfall. According to a recent eMarketer report on digital ad spending in the U.S., desktop search spend will plummet $1.4 billion before 2014’s over, but mobile web search spending will bolster those losses, increasing 82.3 percent to become a $9 billion industry. The results of the report echo the reality publishers and advertisers are constantly adapting to — mobile engagement and consumption is growing while desktop declines. VentureBeat’s Devindra Hardawar notes that mobile paid clicks have doubled in growth since 2012, so…  Full article

By Mark Glaser and Angela Washeck

Online ads to top TV, print in U.S., UK

Posted in Research on 03/24/2014 | Comments ()

We all knew that eventually digital would rule all other media, but now research firms are putting a date on it. According to eMarketer, digital ad buys in the U.S. will overtake TV ad spending by 2018. But given the growing overlap between TV and digital with streaming services such as Hulu, these numbers are going to become more difficult to measure. eMarketer says even with a closing gap between digital and TV ad spend, brands still see the two entities as complementary, and the research firm suggests the most “well-rounded campaigns” blend the two mediums. Noting a Sept. 2013…  Full article

By Mark Glaser and Angela Washeck

Americans forge own path to get news

Posted in Research on 03/24/2014 | Comments ()

Thanks to a new media consortium research initiative, publishers now know that Americans largely forge their own paths for newsgathering, switching between technologies based on what type of news they’re seeking. The American Press Institute (API) and the Associated Press-NORC Center for Public Affairs Research found via a phone survey of nearly 1,500 adults that consumers use at least four different mediums to discover news in a week. “The most frequently utilized devices include television (87 percent), laptops/computers (69 percent), radio (65 percent), and print newspapers or magazines (61 percent),” reported API. And contrary to conventional perception, the more connected…  Full article

By Mark Glaser and Angela Washeck

Readers from Facebook aren’t loyal

Posted in Research on 03/24/2014 | Comments ()

Anyone with an eye on Google Analytics and Chartbeat knows that Facebook drives a ton of traffic these days — but that traffic can be fleeting. A recent Pew Research Center study confirmed that notion, finding that direct web visitors or visitors who bookmarked a site spent on average 4 minutes and 36 seconds per visit, while Facebook referrals spent just under 2 minutes. The study looked at 26 popular news sites, according to comScore and Facebook data, and showed that desktop Facebook visitors are equally less engaged no matter the type of outlet they’re sent to — legacy or…  Full article

Of Note

New York Times Publisher Says Print Will Outlive Desktops (AdAge)
At a Media Minds event, Times CEO Mark Thompson said mobile growth is taking over desktop – a medium he thinks will become even less relevant than print.

Survey of nearly a thousand web pages looks at interactive features for news (Nieman Lab)
A new report out of the Texas studied 950 web pages and the rise of interactivity and reader engagement on TV and newspaper websites through apps, comments and more.

The rise of the mobile editor (Digiday)
Though the job description is still being formed, no one doubts the need of a mobile editor for verifying social content, sending push alerts and creating mobile-friendly content.

5 ways startups are narrowing the content discovery gap (GigaOm)
Publishing organizations like News.me, Gravity and Outbrain are using social, curation and personalization tools to help readers find valuable information.

Upworthy partners with ProPublica and advocacy media groups on original content (Nieman Lab)
Viral journalism pub Upworthy is teaming up with Human Rights Watch, ProPublica and Climate Nexus to expand its reach and post richer, more investigative content.

Inside the Texas Tribune model of sustainable journalism (Digiday)
With a new publisher and COO in Tim Griggs, the Texas Tribune will still value revenue diversification and live streaming as the New York Times alum steers the business of a non-profit.

openquoteThere are starting to be a lot who say, ‘I see, you have scale and leverage on the Internet with social and mobile that will allow you to rebuild great media from the ground up.’ That resonates with people now. Five years ago, no venture capital investors thought media was a great business. They thought it had to be something rich billionaires or philanthropic organizations would fund. That’s the biggest change.closequote

Jonah Peretti, Founder/CEO, BuzzFeed

Why venture capitalists are suddenly investing in news (Quartz)

By Mark Glaser, Courtney Lowery Cowgill and Angela Washeck

Google, Facebook battle ad fraud

Posted in News on 03/10/2014 | Comments ()

Both Google and Facebook are taking ad fraud more seriously as the problems it creates continue to permeate online advertising. In a move to eliminate ad fraud and botnets, Google bought the small London anti-malware startup Spider.io, which is credited with busting Chameleon, a botnet that cost the industry a reported $6 million each month by generating fake impressions. Google will start by implementing Spider.io’s tools into video and display ads to gauge more accurate metrics. “Over the long term, our goal is to improve the metrics that advertisers and publishers use to determine the value of digital media and…  Full article

By Mark Glaser, Courtney Lowery Cowgill and Angela Washeck

Time Inc. digs into programmatic ads

Posted in News on 03/10/2014 | Comments ()

Publishers have begun to accept that programmatic ad buying is here and won’t go away. And some are going further and embracing programmatic in deeper ways. One example is a recent partnership between Time Inc. and Google to create the “Global Exchange” ad exchange powered by DoubleClick. The platform offers marketers massive reach — 116 million uniques globally and access to the desktop and mobile arms of brands such as People, InStyle, Sports Illustrated and of course, Time. Advertisers can also automate cross-platform ad purchases from Time Inc.’s UK-based brands, too, which fall under the IPC Media umbrella — marieclaire.com…  Full article

By Mark Glaser, Courtney Lowery Cowgill and Angela Washeck

Pubs look to take native ads mobile

Posted in News on 03/10/2014 | Comments ()

As enthusiasm for native advertising builds across the industry, publishers are working to figure out how to bring the ad genre to mobile. The Washington Post recently teamed up with Polar’s MediaVoice platform to bring its mobile native ads to life. Since launching the internal native ad campaign BrandConnect early last year, the Post has been planning its approach to branded content on desktops and mobile devices. The paper’s first foray into mobile native ads launched March 3, culminating in “sponsor generated content” (articles overseen by the Post) generated by PhRMA, a pharmaceutical trade organization. Though it’s too soon to…  Full article

By Mark Glaser, Courtney Lowery Cowgill and Angela Washeck

Yahoo pushes app-install ads on mobile

Posted in News on 03/10/2014 | Comments ()

As more publishers consider ways to stand out on mobile — and go beyond banners — there’s a temptation to emulate how tech giants are doing it. Yahoo, for instance, is taking a page from Facebook’s playbook by introducing mobile ads that prompt users to install third-party apps. You can’t go down a mobile news feed on Facebook two swipes without hitting a few of these types of ads. But will the feed metaphor work on Yahoo’s mobile experience? While Facebook also sells apps, Yahoo is reportedly working on an app discovery service, Re/code’s Kara Swisher reports. And Yahoo has…  Full article