Category: Digital media

Are Media Companies Cannibalizing Ad Sales by Publishing to Social Media?

Twitter Moments recently went live for me, providing a curated selection of top tweets. And very soon, Twitter will test “promoted moments,” that is, brand content, according to Venture Beat. With Facebook providing APIs to let publishers including the New York Times publish directly via Instant Articles, it seems media companies are anxious to harness the power of social medial. But what about their business model of showing ads against content?

Read: Will Ad Money Follow News to Social Media?

NewFronts and Upfronts Converge

As the line blurs between television and digital, with consumers watching all kinds of content on all different screens, the ad industry still turns out for two major events: the Digital Content NewFronts and the TV Upfronts. I polled buyers on what they were expecting and how the media landscape is changing in two stories for Portada:

Maturing Marketplace: Digital NewFronts 2015

(The second one will publish next week.)

Can Native Advertising Be Programmatic?

My editor liked this idea because it contained not one but two ad-world buzzwords. Programmatic content is also a concept that scares us journalists and content creators to death, stinking as it does of robots and the bad old days of content farms.

However, programmatic native advertising has been with us since, arguably, the earliest days of AdWords. This article for Campaign US explores in depth where programmatic makes sense for native advertising, how it’s already being used and whether premium publishers will be able to keep raking in premium rates for native articles on their sites.

Native Programmatic: Apples and Oranges in the Same Basket

Why Virtual Reality on the Web Is Important (and cool)

VR demo at Mozilla HQ
VR demo at Mozilla HQ

Seems like virtual reality is about to blow up. Mozilla and Google plan to implement browser APIs that will let VR developers make their virtual worlds accessible via the browser. Users still will need headsets, however.

Virtual Reality Comes to the Web — Maybe for Real This Time

Facebook’s Google Ambitions

Last week, Facebook reported Q3 earnings. Revenue exceeds analysts expectations, stock falls, blah blah blah. What was interesting about the call was how much like Google Facebook is sounding, not least of which is its ambition to catalog, well, not all the world’s knowledge, but all the world’s Facebook content — which is coming close to equaling the size of Google’s index.

Facebook Touts Search in Q3 Earnings

Another new content paradigm: the meta-site

Burt's Bees Content Ad
Burt’s Bees Content Ad

You could think of TotallyHer.com as one giant, in-house version of Outbrain. The newly launched site pulls the top content from a network of owned and partner sites, then mixes in native ad content. Other sites in the network act as farm teams for TotallyHer, which is what gets promoted by site owner Evolve Media. Hmmmm.

TotallyHer Launches as Native-Only Site for Brands.

Will the Role of Chief Marketing Officer Disappear?

As global mobile traffic approaches half of all website visits, every company wants to be “digital first.” And, as @RandSchulman says in this article, because so much of a B2C company’s interaction happens online, digital marketing has become the central force in many companies.

Should companies rethink the role of the CMO in the organization — or maybe do away with it in favor of some new job like chief digital officer?

Hear from Schulman, as well as PwC and Camford Management Associates in Is the CMO Dead?

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