OPA Intelligence Reports

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

By Mark Glaser and Angela Washeck

Search in apps threatens Google

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

While Google has become a tech behemoth largely on its dominance in paid search ads, the shift to mobile might present a challenge. A recent eMarketer report on mobile advertising predicts that Google will soon be sharing its wealth with other mobile search providers. Though mobile search ad spending in the U.S. will be on a strong incline over the coming five years, apps are becoming the preferred destination for search instead of mobile web browsers such as Yahoo, Bing or Google. “Google owned 82.8 percent of the $2.24 billion mobile search market in 2012…[dropping to] 68.5 percent in 2013,”…  Full article

Of Note

Nielsen Families Become ‘Framilies,’ Ratings Giant Begins Registering Mobile Devices In TV Households (MediaPost)
Nielsen is beginning to account for mobile devices in its TV and digital video measurement system, a process that will change media viewing figures for the long haul.

Publishers chase the evolutionary approach to redesigns (Digiday)
Organizations like Slate and New York magazine are implementing web and mobile designs that are easy to alter, to allow for constant experimentation and innovation.

Publishers Ditch Swanky Offices for Savings and Subsidies (Adweek)
In an effort to focus more on editorial products and saving money, long-time publishers are moving out of historic buildings with sky-high rents.

RebelMouse relaunches as a full-fledged publishing platform that’s tuned for viral content (GigaOm)
Formerly a social media aggregator, RebelMouse may be coming for publishing platforms like Medium and Tumblr, with a full-blown CMS allowing for original content production.

Meet the publishers who ask their reporters to write native ads (Digiday)
Organizations such as Mental Floss call on the artistic talents of their staff writers to pen native ad content in order to keep the site’s offerings consistent

openquotePublishers moving into mobile have to figure out how they can be useful to the user. And the same goes for mobile advertising and marketing. If publishers better understand what utility they provide to the audience, they can charge sponsors to provide their own version of that same utility.closequote

Jeff Sonderman, deputy director, American Press Institute, adjunct faculty at the Poynter Institute

Unlocking mobile revenue and audience: New ideas and best practices (American Press Institute)

By Mark Glaser and Angela Washeck

Major ad deals for Facebook, Twitter

Posted in News on 06/02/2014 | Comments ()

Facebook has barely scratched the surface of its burgeoning ad business, as it showed by recently joining forces with French media holding company Publicis Groupe for a $500 million multi-year ad partnership. But what does this newfound relationship mean? Publicis will reportedly be helping Facebook with “co-creation of product around data, video and images, including core Facebook and Instagram,” said Starcom MediaVest Group CEO Laura Desmond in a statement. Not only will Publicis have access to Facebook ad data, but the globe’s third-biggest ad holding shop may be creating some of those illusive Instagram ad units, as well as targeting…  Full article

By Mark Glaser and Angela Washeck

NYT innovation doc outlines challenges

Posted in News on 06/02/2014 | Comments ()

The New York Times has been on a roller-coaster ride the past few weeks, but the real challenges of its digital transformation became clearer with the leaking of a huge “Innovation” paper created by its staff. The document, commissioned by Times Publisher Arthur Sulzberger, Jr. and produced by a newsroom team including his son and probable heir, takes an unblinking look at challenges the Times faces even as it continues to grow digital subscription revenues. While the report notes how the Times’ web traffic has fallen short of the Huffington Post, USA Today and BuzzFeed, the report also offers reasonable…  Full article

By Mark Glaser and Angela Washeck

Tools, clarity coming for native ads

Posted in News on 06/02/2014 | Comments ()

The enthusiasm around native ads isn’t always matched by detailed analytics or thoughtful implementation by publishers. That might be starting to change. On the analytics side, Sharethrough (which changed its focus from video ads to native ads) has launched a feature that applies a quality score to native advertisements. But quality doesn’t define whether or not the sponsored content is “good” as much as how audiences are receiving it. Sharethrough calculates views, clicks, “social sentiment and the relevance of the story to the current news and social media conversation” to develop a Content Quality Score, reported TechCrunch’s Anthony Ha. This…  Full article

By Mark Glaser and Angela Washeck

Google may experiment with Twitch

Posted in News on 06/02/2014 | Comments ()

What can publishers learn from the popularity of Twitch, a video game network that’s in talks to be bought by Google’s YouTube for $1 billion? A lot, especially about the power of an engaged community and video. Twitch allows any user to stream real-time video games as a viewer or player, and allows others to interact and comment in real time. It could change the equation for YouTube, where users routinely skip through or intolerantly wait for advertisements before and during brief videos. With Twitch’s multi-hour video game capabilities, though, Google would be capturing consumers for longer periods of time,…  Full article

By Mark Glaser and Angela Washeck

Tablet ads outperform desktop ads

Posted in Research on 06/02/2014 | Comments ()

The tablet is often a better lean-back experience than the desktop. It’s also become a better place to view ads as well. According to Newsworks’ Tablet Project research, the average clickthrough rate for a tablet ad is nearly 40 times higher than on desktop (0.79% vs. 0.02%). The research company, which gathered data from 20 campaigns on U.K. newspaper websites for a three-month period, found that users will sit through video ads for an average of seven seconds on tablets. And compared to text link and interactive ads on tablets, video ads performed the best in terms of clickthrough and…  Full article

By Mark Glaser and Angela Washeck

Automated ad spending rises

Posted in Research on 06/02/2014 | Comments ()

Programmatic ad buying keeps growing, and it appears that marketers are starting to do the buys themselves, cutting out ad agencies. That’s the finding from the latest Casale Media Index, which found a 267% increase in marketers participating in programmatic marketplaces. “It remains to be seen whether it’s driven out of exploration and curiosity (i.e. marketers wanting to press the buttons on their own and see how the sausage is made) or something else,” Casale Media’s Andrew Casale told MediaPost. As the Wall Street Journal’s Jack Marshall wrote, marketers want access to troves of customer data. Casale’s finding may bode…  Full article