OPA Intelligence Reports

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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

By Mark Glaser and Angela Washeck

Facebook buys video ad group LiveRail

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

A familiar face for publishers, video ad tech company LiveRail, is now part of social giant Facebook as it continues an ad-tech arms race with Twitter. TechCrunch’s Josh Constine reported FB paid between $400 million to $500 million for a company with just $22 million in net revenues in 2013. What’s the big hubbub? The firm helps connect video ad buyers and publishers, and boasts clients such as Gannett, Univision and PBS. LiveRail is the third-biggest video ad platform in the United States, reported Business Insider’s Mark Hoelzel, and the firm will provide Facebook with targeting data to increase video…  Full article

By Mark Glaser and Angela Washeck

Twitter doubles down on mobile ads

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

In the startup buyout battle between social giants, Twitter took a punch from Facebook over the LiveRail buy, but threw a big one by snapping up TapCommerce, a mobile ad tech company that sells ads based on user history and tries to drive mobile users back to apps they’ve downloaded. It seems Twitter, which clearly sees the value in mobile app advertising, is looking to develop its mobile ad offerings. Just hours before the TapCommerce deal became official, Twitter introduced what it hopes will be a lucrative app-install ad product. These types of ads are becoming increasingly more sought after…  Full article

By Mark Glaser and Angela Washeck

AP employs robots for earnings reports

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

Our world is getting more and more automated from programmatic ads to robotic pets, but what about robot business reporters? There have been some baby steps toward automated news before, but now the Associated Press is taking a bigger step with its deal with Automated Insights to use artificial intelligence to produce more than 4,000 stories covering earnings reports each quarter. The reasoning? Robotic technology from Automated Insights can simply make sense of the numbers more quickly than a reporter can. With the Los Angeles Times having relied on automation to break a simple story on an earthquake in the…  Full article

By Mark Glaser and Angela Washeck

Mobile ad spending makes big jump

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

Happy days are here again for the advertising business and that’s due in large part to rapid growth in mobile. In fact, it’s been 10 years since the U.S. ad industry has seen a spending increase like the one forecast for 2014. An eMarketer study predicts that mobile advertising will be the main catalyst behind a five percent gain in ad spending this year, making advertising a $180 billion industry. Most notably, mobile is set to beat newspaper, magazine and radio advertising, taking a place behind TV and desktop/laptop spending. The research association estimates that American adults will spend, on…  Full article