This Month's Features: Verified Would Like to Welcome... Scale is Important – It's Just Not Everything Events Calendar IAB Offers Ad Ops Certification for Digital Marketing Pros Tips & Techniques: Newspaper Requested (Opt-in) Free Carrier |
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![]() Verified Would Like to Welcome... Industrial
Hygiene News Commercial
Carrier Journal ![]() Scale is Important – It's Just Not Everything
Today, everyone has scale, albeit with subtle differences. The key, then, becomes what you're scaling and understanding how to use those assets in innovative ways. By doing so, publishers carve out value beyond audience size and offer real differentiation to advertisers. It's these unique areas that attract them and encourage investment. Publishers must go beyond scale to monetize and think like marketers, and there are three assets, in particular, that publishers can use to succeed. Content With rare exceptions, paywalls don't work — 85% believe that all online content should be free — so marketing and advertising dollars are even more critical for publishers, with most focusing on display ads. But display, like gated content, isn't a long-term answer. While display spend is up to $1 billion, with double-digit growth, those dollars are mainly bucketed for Google, Facebook, Yahoo, Microsoft and AOL. It's tough to claim a large piece of the pie, and display is evolving quickly into programmatic. Bottom line, publishers can't live by display alone. If it's your only form of revenue, you're at risk. The good news is the potential for multiple content-based revenue streams, allowing publishers to create more effective client packages while limiting dependence on any one form of ad revenue. An obvious example is native advertising. This is a key area for publishers to exploit moving forward — and more plan to, with native spend expected to climb to $4.57 billion in 2017. While there are reasonable concerns for publishers around native's scalability, incorporating it into their content strategy will only deepen interest from advertisers and marketers. Community Marketers have already started leveraging community via social, but for the most part, a site's users haven't interacted with brands in their comments section — until recently. Gawker has launched a new commenting system that lets brands penetrate and own part of the dialogue. They're also allowing readers to compete with Gawker's own editorial team, submitting user-generated articles. This could evolve into a "reader-first" approach to native advertising, with content and community strengthening one another. It's an exciting development, but like other monetization strategies, it hinges on a powerful and passionate community. That's what makes an online community unique and necessary. Commerce
The answer for many is as simple as driving commerce-based revenue through affiliate marketing, integrating buy links into content and earning referral fees as they drive sales online for advertisers and partners. It's effective for premium publishers, as well as niche/long-tail. Quality content, a passionate community and relevant commerce integrations may be individual assets for publishers, but they work together as a "secret sauce" for monetization. It's that 1 + 1 + 1 = 5 that generates revenue opportunities over the long term. ©
MediaPost Communications 2013 ![]() Events Calendar
Ad:tech
New York Conference INMA
Semiário Internacional – Brasil FWD:
B2B Conference 2013 Association
of Alternative Newsweeklies Executive Leadership Conference Social
Media for B-to-B If
you have an event that you would like to announce,
![]() IAB Offers Ad Ops Certification for Digital Marketing Pros
The IAB says the Digital Ad Ops Certification will be the first credential of its kind for people working at digital publishers, ad agencies, trading desks, demand- and supply-side platforms, and ad exchanges. It follows the organization's launch of a similar benchmarking program last year for digital sales executives, through which nearly 1,000 have since been certified. The Ad Ops certification process requires candidates to pass a 100-question, multiple-choice test covering seven primary areas including:
The IAB developed the Ad Ops exam with input from more than 24 companies and agencies, including AOL, Facebook, Google, Operative, Rubicon Project, Theorem, Universal McCann and MediaCom. Operative and Theorem are the first to require ad ops teams to take and pass the exam. "This new certification is designed to test digital ad operations professionals' mastery of the intricate processes that drive digital marketing," said Michael Theodore, Vice President of Training and Development, IAB. In addition to serving as a "stamp of approval" for current employees, it can also play a part in the hiring process, he noted. The first window for taking the Ad Ops test, administered by Pearson VUE, runs from October 15 to November 15, with additional windows slated for January, April, July and October 2014. To be eligible, participants must have at least two years of experience in digital ad operations. The cost is $500 for IAB members and $750 for nonmembers. No formal coursework or training is required to take the exam. ©
MediaPost Communications 2013
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