Less BS, More Facts, Some Opinions
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Twitter is gunning to become publishers’ platform partner of choice, and it’s leveraging live video as a way to capture content – and dollars – currently flowing to the duopoly. This week, Bloomberg debuted its 24/7 global news network TicToc on Twitter after reaching nearly 8 million people during Bloomberg TV’s live stream of three… Continue reading »
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The New York Times acquired Wirecutter last year because its Consumer Reports-like product coverage mirrored the Times’ aspirations to expand into service journalism. “The Wirecutter was doing what the Times would have done if we were to start from scratch,” said David Perpich, Wirecutter’s president and general manager. Buying Wirecutter helped the Times diversify its… Continue reading »
Tom Hardy was the year’s most mesmerizing actor in our pick for 2017’s best show: “Taboo.”
ESPN is joining NBC Sports in adding new streaming rights to NFL games on its mobile platforms. ESPN announced Wednesday that it had signed a deal with the league to offer authenticated pay-TV
subscribers access to games on smartphones.
Pay TV companies are increasingly worried about password sharing when it comes to streaming apps and platforms of TV networks and other services.
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Luma Partners’ Brian Andersen will speak at AdExchanger’s upcoming Industry Preview conference on Jan. 17 – 18, 2018 at the Grand Hyatt New York. 2018 will see the same amount of deal activity as 2017 as the field of potential buyers expands, predicts Luma Partners’ Brian Andersen. The ad tech acquirers are much different from when Andersen joined… Continue reading »
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LendingTree, an online lead-generation exchange for consumer loans, is hoping to prove that more informed creative can be one of the main drivers of real-time advertising performance. The company spent two years evaluating dynamic creative optimization (DCO) technologies and is now scaling out the program under the startup RevJet, said Josh Eldridge, LendingTree’s senior marketing… Continue reading »
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AdColony’s Q4 revenue is expected to drop 5-10% more than it did last quarter and CEO Will Kassoy is out, effective immediately. The news caps off a “disappointing” year for AdColony, according to a release late Thursday from parent company Otello Corp. (formerly Opera Software, which rebranded to Otello on Monday). Kassoy, who joined Otello/Opera… Continue reading »
Publishers know by now that farming on a platform’s land can be dangerous.
Just as publishers have learned that they’d struggle to monetize their content on Facebook, those that spent to build businesses based on e-commerce affiliate commissions will get a wake-up call in 2018, as Amazon cements its place as an online shopping destination and cuts the affiliate commission rates it pays publishers.
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Every year, a number of things die in media and marketing. This year, we thought we’d switch up the year-end prediction tradition, and ask people in those industries to tell us what they think will kick the bucket in the coming year. We granted sources anonymity so they could speak freely. Here are their responses.
Referral traffic: “In the short term, Facebook will be a worse partner before they’re a better partner. They’re confused right now. They had a shitty year. When you’re confused and scared, you go back to your comfort zone, and that’s peer to peer. I think they’re going to go, ‘This news thing is harder than it looks.’ But fundamentally, Facebook is a way less interesting place without premium content.” — Digital publisher
The 30-second digital video ad: “We’ll see ad length decrease to meet the demands of short-form video viewers. Six- to 15-second ads will dominate by the end of 2018.” — Video platform vendor
Facebook Watch: “Facebook will abandon the Watch strategy and reinvent a digital product yet again. They’ve literally abandoned every single video strategy in the past three years. None of the Watch shows are making money. People asked to produce content for Watch are not going to see enough ROI for it, and this mid-roll experiment is going to be a massive failure because users aren’t going to engage with mid-roll advertising. Getting people to consume video is the easy part. Getting people to stick around when you’re jamming in a mid-roll ad isn’t.” — Digital publishing exec
Fake influencers: “Bullshit poseurs who have built up their followers by buying them and baiting them, and then rip off the brands who pay them for influencer campaigns that don’t generate any results. The brands are getting too smart for this shit.” — Influencer marketer
BuzzFeed’s commitment to news: “BuzzFeed will divest one of its business to a legacy media company, most likely BuzzFeed News. Running a news organization is expensive and they have always struggled with monetizing it versus their lighter content, and the recent layoffs have refocused the company into building fast, efficient businesses like Tasty. BuzzFeed News would be a bounty to a legacy organization looking to jump-start their journalistic footprint against younger audiences. The most likely buyer will be NBCU because of the existing relationships, but what about the soon-to-be-merged Disney/Fox or even the eventually merged AT&T?” — Publishing sales exec
The independent media company: “That can’t last. Everyone will figure out a way to partner up with someone to get through the tough times, or bigger companies will snap them them up. Maybe NowThis picks up Mic. All these digital media companies raised so much money, they have amazing cost structures. It’s a downside to all the VCs and people who get laid off, but it’s necessary for the vitality of the space.” — Digital media operator
The cold war between Facebook and Google: “In the way Facebook came after YouTube, YouTube will hit back, along with Google, with things like better products, better monetization for publishers. Publishers had 45 percent referral traffic from Facebook and 34 percent from Google, and now that’s reversed. Google is the friend to publishers, and Google is going to keep on it and hit back. Zuck is in for a bit of a fight.” — Platform partnerships exec