“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.
Today’s column is written by Aaron Dodez, vice president of digital marketing at RPA.
These days, sports commentary juggernaut Bill Simmons has found himself on the other side of the interview table, with his media moves and decisions being dissected unlike ever before.
And while most outlets and sports fans are focused on the performance of his budding media empire’s crown jewel, the premium HBO television show “Any Given Wednesday with Bill Simmons,” we should really be taking a second to examine how he has undoubtedly nailed the setup and rollout of his new digitally focused business.
Simmons offers a road map for digital success that marketers and publishers should look to for guidance and forward-thinking strategies. As a content creator, Simmons was an early social influencer, growing his audience on the backs of social platforms while building a direct relationship with fans. “The Ringer” and its associated properties were promoted primarily through his personal Twitter account and relied on sharing, word of mouth and amplification through the press – a successful approach we’ve seen replicated by a certain Republican presidential candidate.
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"AdExchanger Politics" is a weekly column tracking developments in the 2016 political campaign cycle.
Today’s column is written by Richard Hall, vice president of TV strategy at Videology.
In the classic time-travel film “Back to the Future Part II,” Biff, the delightfully evil antagonist, uses a sports almanac from the future to place surefire bets on sports teams that win him millions. It’s a fun concept that’s been used in a variety of time-travel stories – using a tool from the future to alter the outcome of the past.
Given the current political landscape, what would have happened during past elections if presidential candidates were secretly given the advanced TV advertising capabilities we have today?
The 1992 presidential race between Bill Clinton and incumbent president George H.W. Bush, for example, was decided by a margin of just 5.5% of the popular vote, or 5.8 million voters. Clinton won. While this number isn’t reflective of the final United States Electoral College vote – Clinton with 370, Bush with 168 – it’s still interesting to consider how programmatic TV advertising could have affected the election result.
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Alternate Flight Path
Twitter is moving away from the “social media” designation in favor of being a straightforward media network. CMO Leslie Berland suggests in a blog post that Twitter is a live news service, not “a place to find and connect with friends and family members.” Twitter’s association with Facebook – which it used to fight for – now makes it seem slow and small by comparison. (Unlike, say, Snapchat, which can be smaller and less sophisticated but still looks like it’s riding a wave instead of crashing on one.)
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It's easy to forget, but Yahoo was once the largest and most promising digital media company - its stock a bellwether for the internet sector as a whole. By Q1 2017, regulatory hurdles permitting, that stock will stop trading as the company's people, its portfolio of brands and its technology assets are absorbed into Verizon.
To honor Yahoo's important role in the industry, we present, in chronological order, AdExchanger's comics on the company's foibles during the reign of Marissa Mayer. Enjoy!
September 2011: Yahoo was struggling with talent attrition and loss of market share after a disastrous string of CEOs, including its bumbling founder Jeffrey Yang, the sailor-mouthed Carol Bartz and the resume-doctoring Scott Thompson.