Digital Media Econ 101: It’s going on five years since Jeff Zucker made his famous “analog dollars for digital pennies” statement. It’s now been revised to analog dollars for digital dimes. Progress! But the truth is this phenomenon where user attention in digital media isn’t valued the same as analog media isn’t going to change anytime soon. Clay Shirky declares it not even a problem but a reality. The question for newspapers and other publishers is how to adjust to that reality, rather than complain about it. Shirky makes the point that newspapers in particular thrived through a local monopoly. The Internet shatters that. The news business is the advertising business, and newspapers are far too inefficient to compete with other aggregators of consumer attention in the digital world. That’s why he endorses subsidies for news gathering. The alternatives would seem too painful. If newspapers want to paly the page view game, they’ll abandon their editorial missions. If they try to charge, they might find too few people willing to pay. Shirky.com
Tech as Media: The new media giants don’t want to be called media at all. Technology companies are the new audience factories, but they mostly decline the label of being in the media business. Adweek writes that this is at the heart of many problems afflicting digital media. There is, of course, a gulf between Silicon Valley and Madison Avenue. That’s undeniable. The “is Google a media company?” debate can be tiring and semantic. Yes, it’s a media company in a way but the heart of Google is an engineer-driven tech company. Same for Facebook. The fact that they make money off selling adveritising is, in many ways, incidental. It’s conceivable to think up a scenario where Facebook makes a majority of its revenue through means other than advertising. But the real point is for these companies to thrive, as Lutz pointed out, they must be driven by technology, not ad sales. Adweek
Google+, a Developer’s View: The tech world’s recent obsession with Google+ centers around the question of whether it can be a credible Facebook competitor. Much of the focus so far has been from the user point of view. But a key driver of Facebook’s power is the armies of developers that build on its platform. In the eyes of one developer, Christ Turitzin, Google+ is a welcome counterweight to the outsized power of Facebook. The big if, of course, is whether it can build a scale that comes anywhere near Facebook’s 750 million user base. That big base is what keeps users and developers there. Google+ could be endlessly interesting and cool, but users won’t spend time there if their friends aren’t there, and developers won’t bother if the users aren’t there. Momentus Media blog
Whither the DSP: AdExchanger polls a dozen industry leaders on the challenges facing the demand-side platform. The responses run the gamut but one common theme in many is that targeting is not enough. DSPs promised a level of targeting that would revolutionize advertising. It hasn’t happened. They’ve improved efficiency, but data alone is not going to solve the digital media puzzle. AdExchanger
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Media Briefing: Why publishers hope chatbots will be the latest retention tool
This week’s Media Briefing looks into why publishers are building their own artificial intelligence-powered chatbots. Publishers hope chatbots will be the latest retention tool As part of publishers’ integration of generative AI technology into their editorial and business operations, publishers are developing and launching chatbots on their websites. Ad rendering preventing in stagingAd position: web_incontent_pos1 […]
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However, Fitzco’s research “has consistently shown that environmental issues and sustainability are important topics to younger skewing audiences. The focus on social, along with visual representation of data, aligns with the type of content a younger audience consumes,” she said. Joyce, on the other hand, said interest in sustainability content from advertisers and consumers “has […]
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This is a Digioh Test
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SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
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The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
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Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
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