Horizon Media had done plenty of direct-to-publisher native campaigns to promote shows for its entertainment clients, including The History Channel. But the campaigns lacked scale. “Curating these experiences in a way where we can impact scale is vitally important when we’re trying to drive a [Nielsen] ratings number,” said Joe Hadari, SVP and managing director […]
When Better Homes and Gardens refreshed its site last week, it did so with mobile in mind. About 50% of site visits to the Meredith Corp.-owned property happen on mobile devices, which made creating a better consumer and advertising experience on mobile a priority. But desktop got attention too, with both mobile and desktop redesigned […]
CafeMom has long seen programmatic sailing along the horizon. “Over the past few years, we saw the programmatic boat coming, and have been trying to figure out what to do,” said Paul Bannister, EVP of CafeMom, which includes mom-oriented sites The Stir and MamásLatinas. Now, the ship is in port. Programmatic revenue is growing significantly […]
Data-based buying requires data-based selling, a theme that ran through the Association of Magazine Media’s Programmania conference Thursday. Magazine publishers have an advantage over digital-only publishers. Condé Nast, Hearst, Meredith and Bloomberg Media have all strengthened their first-party data by creating insights and segments within data-management platforms and offering them to advertisers. “Not only do […]
The traditional publisher waterfall, where impressions are exposed to sales channels in descending order of the perceived value of each channel, has always stuck in the craw of yield-obsessed media sellers. At its worst, the model ignores pockets of high-value inventory and reduces competition, and thus artificially caps a publisher’s revenue. Publishers have by […]
The Economist is still mulling the particulars around how it’s going to monetize its just-launched video initiative, Economist Films, but one thing is sure – native advertising will have nothing to do with it. “There will never be a native element to our films because they have to stand alongside the newspaper as a purely […]
Most publisher sites are not oversubscribed – not by a long shot, said Amiad Solomon, chairman and co-founder of Komoona, a company that bills itself as an “RTB router.” Solomon put it bluntly: “Publishers are bleeding.” A lot of that has to do with the CPMs most publishers are able to attract for their non-direct programmatically […]
When Reddit revealed it would produce original video, code for “more premium content,” it was right in line with its pitch to brand advertisers – as well as more tools for publishers – through features like embeddable comment threads. That said, the last thing it will compromise is a solid user experience in its community […]
Publishers taking the role of an ad agency by creating content for marketers should make sure they’re not creating misleading native advertising: The Federal Trade Commission will hold publishers responsible. “For us, the concern is whether consumers recognize what they’re seeing is advertising or not,” Mary Engle, the FTC’s associate director of advertising practices, told […]
Since Denmark’s third-largest media house, Jysk Fynske Medier, started bringing in programmatic demand, CPMs for non-direct sold inventory have risen more than 300%. Its portfolio of sites, which includes everything from local news to classifieds to daily deals, attracts 3 million uniques and 500 million page views per month. Though small, Denmark has a highly […]
