OPA Intelligence Reports

By Mark Glaser and Angela Washeck

Yahoo shapes ad strategy

Posted in News on 07/01/2014 | Comments ()

Even Yahoo’s coming Alibaba windfall won’t be enough to help it overcome gradually dipping ad revenues. Marissa Mayer arrived in Cannes with a specific mission: to tell industry execs what Yahoo’s ad plan is and how the company intends to execute it. At the festival, Mayer explained that digital advertising should be “as good as art” in terms of quality and design, according to The Drum’s Stephen Lepitak. In a long analysis by the New York Times’ Vindu Goel, he found that Yahoo’s goal is to become a “daily habit” for its 800 million users. But to accomplish that, the…  Full article

By Mark Glaser and Angela Washeck

Mobile video views soaring

Posted in Research on 07/01/2014 | Comments ()

If publishers and brands haven’t figured out the power and appeal of mobile video yet, maybe the first-quarter 2014 Global Video Index from video tech company Ooyala will clue them in. The report found that 21 percent of all online video viewing worldwide took place on smartphones or tablets during the first quarter. Just two years ago, the first quarter number was 3.4 percent, meaning mobile video usage is up 532 percent. Also, the study found that 82 percent of mobile video is consumed on iPhones around the world, despite the fact that Android device sales dwarf iOS. Wrote MediaPost’s…  Full article

By Mark Glaser and Angela Washeck

Gallup: Social media users ignore ads

Posted in Research on 07/01/2014 | Comments ()

While money is flowing into social media advertising, particularly on mobile, users of social media say the ads don’t matter much. A recent Gallup poll reported that social media is widely considered a method for keeping up with family and friends, not a means for finding things to buy. Sixty-two percent of U.S. respondents said ad campaigns on sites such as Facebook, Twitter and Pinterest have no bearing at all on what they actually buy. A mere five percent reported that social media has “a great deal of influence” on their purchasing decisions. Even the social media ad industry’s perceived…  Full article

Of Note

Facebook challenges TV for brand dollars with smarter campaigns (Reuters)
The social network is gunning for big bucks from brands that normally thrive in TV advertisements.

The Joy of Scrolling (Nieman Reports)
BuzzFeed’s editor-in-chief Ben Smith discusses how to draw in readers, audience analytics and the key to successful video.

Native Ad Production Values Keep Growing With 'Orange is the New Black' Promo (AdAge)
The Times publised a long-form multimedia piece of content detailing female incarceration and engaging “Orange Is The New Black” fans.

How Publishers, Marketers Measure Attention in a Post-Page-View World (PBS MediaShift)
Advertisers and publishers are increasingly asking if “time” or “attention” — proven time spent engaging with media — can work instead.

Twitter Now Supports Animated GIFs Online And On Mobile (TechCrunch)
Twitter is experimenting with more rich media by supporting animated GIFs in users’ news streams.

In New Jersey, with $2 million from Knight, the Local News Lab launches to seek revenue models (Nieman Lab)
The Local News Lab is following the work of six incubated local journalism sites to crack the code for community news sustainability and engagement.

openquoteDigital ads simply have a lot of drawbacks that print didn't. For starters, people either hate or ignore them; the more you try to get their attention, the angrier they get. I assume that whoever invented auto-play video ads is already in some sort of federal witness protection program.closequote

Megan McArdle, columnist, author, “The Up Side of Down”

Online Journalism Is Suffering Print’s Fate (Bloomberg View)

By Mark Glaser and Angela Washeck

P&G, Google going programmatic

Posted in News on 06/16/2014 | Comments ()

The world’s biggest media buyer may be changing the digital advertising game as we know it. AdAge and others recently reported that Procter & Gamble has plans to buy 70 to 75 percent of all its digital ad spend programmatically by the end of 2014. According to AdAge’s Jack Neff, the shift would have significant implications, including P&G’s shift from mobile ad buying to automated trading. On top of that, P&G would be one of the first brand advertisers, as opposed to direct-response advertisers, to embrace programmatic so dramatically. In the past, the major manufacturer, which spent $235 million on…  Full article

By Mark Glaser and Angela Washeck

Twitter acquires native ad expert Namo

Posted in News on 06/16/2014 | Comments ()

Mobile + native = nirvana? Simply smashing up two buzzwords rarely works out, but Twitter and Facebook have already proved the combination can go together like peanut butter and jelly. Twitter moved even further, acquiring native ad startup Namo Media for around $50 million. The small company will integrate with Twitter’s MoPub, working with app developers to make native ads on mobile more effective and run seamlessly inside apps. In a blog post, Twitter VP of products Kevin Weil wrote that the social media company and Namo Media “share a vision for how native advertising can improve the state of…  Full article

By Mark Glaser and Angela Washeck

Stronger video targeting on Facebook

Posted in News on 06/16/2014 | Comments ()

As if Facebook didn’t already know enough about you and your Internet habits, new tools from the social network allow brands to cater to your routines even better through video ads. The social giant recently announced that advertisers would be able to create standard video ads designed to be viewed by the very customers who are most likely to watch the ad content — that is, people who already watch video regularly on Facebook. As Mashable’s Kurt Wagner put it, “if you frequently watch videos posted to Facebook, marketers may soon target you with their video ads, too.” According to…  Full article

By Mark Glaser and Angela Washeck

Time Inc. sets its own course

Posted in News on 06/16/2014 | Comments ()

Storied magazine publisher Time Inc. finally made a clean break from its parent company Time Warner last week. While many questions were being raised about the stand-alone company’s future, there was also a silver lining for Time Inc.: For the first time in ages, the print and digital operation wouldn’t have to funnel earnings to the larger Time Warner. That extra cash may help Time Inc. clean up its debt and think about acquisitions in the future. In recent months and at the Digital NewFronts, Time Inc. has hyped a new video hub combining all of its brand’s visual content…  Full article

By Mark Glaser and Angela Washeck

PwC: Digital dimes finally adding up

Posted in Research on 06/16/2014 | Comments ()

As Time Inc. spins off, it might take heart in a new study from PricewaterhouseCoopers (PwC) showing that digital dimes will finally catch up to losses of print dollars. According to PwC’s Global Entertainment and Media Outlook, overall revenues for magazines and newspapers are expected to remain stable over the next five years. Even with consumer magazine revenues staying around $24.6 billion in 2018 (where they sat in 2013), digital revenue increases “will help hold the line,” reported AdAge’s Michael Sebastian. And “holding the line” is the new up for print publications that have been bailing water for the past…  Full article