The more new FAST channels there are, the harder it is for them to stand out to advertisers that have long perceived them as the bargain bin of streaming. One way to grab the attention of advertisers is to provide the data and transparency they’ve long been asking for from CTV partners.
While cookies are still in play, publishers are using first-party data products to draw business from advertisers eager to test cookie alternatives, even as ad spending retracts due to persistent fears of an upcoming recession. Here’s a snapshot of how Vox Media, The New York Times, The Washington Post and Trusted Media Brands evolved their first-party data strategy in 2022 and their plans for the coming year.
Frustration with blanket brand safety and suitability solutions is boiling over, leading some publishers to call for marketers to block the blocklist and throw away the keywords. That frustration was on display during a brand safety and contextual targeting panel at AdMonsters’ Ops 2022 conference in New York City on Monday.
What’s example of something that digital media companies can learn from the CTV space? “First, it’s that getting into CTV is not as scary as it sounds. It does require heavy investment, but there is also a lucrative return. CTV took what digital has done and made it simpler,” says VP of global revenue operations for CTV and digital at Trusted Media Brands.
When Reader’s Digest Association rebranded to Trusted Media Brands in 2014, a reporter commented to CEO and president Bonnie Kintzer at the time that “it’s not a sexy name.” “And I said, ‘Thank you, we’re not a sexy company,” Kintzer jokes in this week’s episode of AdExchanger Talks. The rebrand, though, helped kickstart an era […]
The battle between buying audiences and buying context is over. Glossy, splashy magazine brands know they’ve lost the cheap CPM game to Facebook, Instagram and Google. But they’ve regrouped in recent years, figuring out how to connect with advertisers and consumers and shore up revenue by diversifying away from advertising. At Tuesday’s American Magazine Media […]
Trusted Media Brands is continuing its turnaround and building a revenue team to take advantage of its digital audience growth. Over the past year, the company, formerly known as the Reader’s Digest Association, grew readership on RD.com 76% to 8.3 million unique visitors. Taste of Home’s audience grew 39% to 12.7 million unique visitors. Overall […]
Taste of Home amassed almost 6 million followers on its Facebook pages, where readers actively commented and shared posts – without ever hiring anyone to run audience development. That raw engagement attracted Kari Hodes to join in January as Trusted Media Brands’ (which owns Taste of Home) VP of digital content and audience development. Hodes […]
When Bonnie Kintzer became the CEO at Trusted Media Brands three years ago, the Reader’s Digest publisher had just emerged from bankruptcy. Kinzter’s mission was to turn the company around and get it growing again. She had worked at Readers Digest before and appreciated that the company had “very strong brands that were absolutely serving […]
Marketers are warming to social platforms as repositories of video inventory. Sixty-five percent of marketer respondents to a recent survey say social companies rank Facebook, Twitter and Snapchat among their “most important partners” when executing digital video campaigns. That’s significantly more than the 55% who called out video platforms like YouTube and Vevo. Meanwhile 24% […]
