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Publishers are increasingly embracing real-time bidding via exchanges and SSPs, according to a new Econsultancy report.
Our Online Publishers Survey Report also shows how more publishers are using data to improve the effectiveness of advertising.
Here are a few tasters from the new report...
Native advertising is one of the hottest marketing trends this year. From BuzzFeed to Twitter, the most admired businesses of our generation have been built on this supposedly new advertising medium.
However, from my experience, understanding of what it really means is surprisingly low. People might understand that it’s akin to what was traditionally called advertorial, but few recognise the nuances of what is a surprisingly diverse medium.
Harper Collins and its business development team are a great example of how publishers are adapting to the business of content, not simply bound sheaves of pulped wood.
In an indicator of how service-based the UK economy has become, Harper Collins now sums up its business as following:
"We create bespoke content based on products and campaigns for our clients."
"We work with content, not just books, across print, digital, mobile and more."
"Our editorial expertise, content and creativity enable clients to communicate brand identity and values."
One of the areas of the publishing house where this is most evident is Harper Collins Children’s Books. I decided to find out more about its business model.
Pretty sounding search algorithm updates (Hummingbird, Panda, Penguin...) have plunged many digital publishers into peril as their content plummets out of search engine results pages in consequence.
The decline in visitors impacts the performance of ads, which hits revenue. Under pressure from the publisher and ad sales team, the media title’s SEO and editorial teams try to reverse engineer Google’s update and work out new tactics that will improve their search engine performance.
In the main, quality publishers producing compelling shareable editorial need not worry too much about Google algorithm updates. Google’s focus has generally been to prioritise quality content.
However, a key objective of the Hummingbird update is to accommodate the fact that more searches are being conducted, and more content is being consumed, on smartphones.
As people are beginning to use their smartphone’s voice recognition functions to actually talk to Google search apps, Google has started to respond to search terms given in natural speech, a key part of the Hummingbird update.
'Big whoop', right? No. Massive whoop, especially for the 68% of the UK’s 175 top publishers do not have a digital site that displays effectively for mobile devices.
My last post covering the mechanics that underpin programmatic media provoked some interesting questions.
In particular, the following comment...
I was reading this article on paidcontent over the weekend, which points out the value of analytics to publishers, but only if they are using the right metrics.
The key point was the danger in focusing on pageviews, as this doesn't necessarily help to build the kind of audience that publishers and their advertisers need.
I would agree with that, and though pageviews are not insignificant, there are many more useful metrics for publishers to view.
In this post, I'll attempt to answer the question by sharing some of the ways I use Google Analytics for this blog, while this post presents 10 shortcuts to Google Analytics reports and dashboards for publishers, bloggers and content marketers.
Before we start, thanks for the feedback on my first instalment on programmatic media, this was much appreciated and forms a useful basis for this next piece.
This post covers the mechanisms that underpin programmatic, and attempts to portray the varying perspectives of those involved.
A lot has been written about brands as publishers. Let's face it, to get it right requires planning, investment and the operational agility to react in real-time to breaking news as it happens.
However, the returns can be more than worth it, as a growing list of examples shows.
Becoming a ‘brand newsroom’ isn’t just a trend amongst the big companies either. Whilst there are plenty of big consumer brand examples, smaller brands, B2B companies, non-profits, and public sector organisations are also aligning their marketing and communications plans around content creation and social media.
If you are wondering if you should take the plunge, or have already jumped, the five tips below will help you get the most out of your strategy.
It’s no overstatement to say that mobile technologies have revolutionised the way we consume news.
In a recent survey of 1,000 UK consumers, news was only behind social networking and looking up directions as the most popular reason for browsing on a mobile device.
For the over 45s, news is the most important reason to browse on mobile.
Publishers with quality content are undermining their brands and providing their visitors with a poor experience by attempting to maximize revenue through paid links to poorly targeted, often low-quality third-party content.
For example, did you know:
The one sure-fire tip for losing weight? That a certain billionaire thinks that the economy is about to crater? That Tom Brady and Bridget Moynahan are having a baby?
No? Then you’re not reading some of the content being offered up through links on some major sites.
More and more publishers are rushing to embrace native advertising, and for good reason: advertisers are eager to spend money on it.
While there's debate and discussion around the exact definition of 'native advertising', publishers and advertisers are quickly learning that ads integrated into the user experience, often to the point that they're not immediately distinguishable as ads, come with challenges.
Despite the fact that real-time bidding is a complex and sometimes confusing space, media buyers and sellers alike continue to flock to RTBs, a trend that experts don't believe will end any time soon.
Real-time bidding, of course, isn't the end-all and be-all of digital advertising, and there are numerous areas for concern.
But is the entire model for how ads are bought and sold via RTBs broken?