 Lucia Moses The New York Times set the bar for native advertising two years ago when it created splashy, journalistic-like ads for clients including Netflix and Cole Haan. But native is hard to scale, and the Times is under pressure to double its digital revenue. So the Times is trying to become more like an agency, creating ads that can run outside the Times’ own properties. The Times believes its head start in native and big staff give it an edge, but it will find itself competing with established agencies as well as publishers that have gotten there first. |
| | | Lucia Moses The HuffPost's network has grown to 14 editions outside the U.S., starting with Canada in 2011, and it falls to executive editor of international Nicholas Sabloff to make sure they’re all humming smoothly. In this latest edition of Digiday’s Day in the Life, Sabloff walks us through a typical day in his life, which often entails figuring out what stories are performing well around the globe and leveraging those for other markets. "For every one of four editions, we really want to make a great local experience," he said. |
| | | Jemma Brackebush Advertising dollars are being shifted from television to online, according to new Zenith media research.While television remains the dominant medium at the moment, the research forecasts the internet will become dominant next year, taking a 36 percent share, compared to tv’s 35 percent. "Television ad spend is barely growing (0.4 percent last year)," said Jonathan Barnard, head of forecasting at Zenith. "Internet advertising is surging ahead thanks to the spread of mobile technology and the rising popularity of online video and social media." | | | | Grace Caffyn For some, virtual reality is a PR gimmick. For Jaguar, it’s a technology that is driving results. Its first VR campaign, #FeelWimbledon, let users hit a winning shot as Wimbledon champion Andy Murray himself. According to Robert Herd, head of communications at Jaguar Land Rover UK, the video has accumulated 97 million impressions since its launch in mid-June. The brand’s target was 50 million. |
| Grapeshot Join Digiday and Grapeshot as we talk to Sawyer Studios to dig into what works, what's bunk and what's coming up next for buying audiences. You will learn the roles of the major players in audience buying, from brands and agencies to trade desks and data providers; retargeting 2.0: moving past cyberstalking; key audience identifiers to focus in on the people you're looking for; attribution-from its successes to the challenges we still need to overcome, and much more. Register now to learn how to join us for an audience--buying bootcamp you can't afford to miss. Can't make it? Register anyway and we'll send you the recording afterwards. Sponsor content by Grapeshot. |
| | | Tanya Dua After the Association of National Advertisers released transparency recommendations yesterday, its president and CEO Bob Liodice said that he felt “relieved.” We followed up with him for a Q&A, where he told us that he believes the issue was definitely solvable and explained why clients needed to pull up their socks and take charge. “There are things we've gotten lax on,” he said. |
| Nielsen Great, you drove a visit to your site! But… did it lead to a sale? And was it that last click that sealed the deal? Or that auto-play video view that convinced a consumer that they had to have your product? Was it something else entirely? Let's rewind the clock to see what you could have done at each stage to put measurement where it should be: front and center. Sponsor content by Nielsen. |
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