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Dear readers,
Greetings from Digital Content The summit of Next's editors in Orlando, Florida, where cold weather is an appropriate metaphor for the publishing industry.
The gathering of personalities among the companies (members of DCN, including Bloomberg Media, FT and New York Media, among others) took place after a brutal week for the sector, layoffs having hit publishers Conde Nast and Gannett to HuffPost. and BuzzFeed News. For some, a sustainable model for online information seems even more elusive than ever.
"It's bad everywhere," I told a person at the hotel bar.
Things seem a little more optimistic for publishers whose subscription activities are well developed. But even they are not without concern. If they are not wondering where their subscription growth will be limited, they are worried that competing publishers will lower their prices, making it more difficult for everyone to pay to anyone. it would be. More to come later about my conversations with the editors during the event.
– Lucia
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This is what we reported last week.
Brands have a purpose Being goal-oriented is no longer just an option for brands. Our colleagues spoke with marketing executives of packaged goods giants P & G and Unilever in Davos, where they emphasized the importance of making brands stand up for social values, even if it meant risking the return. consumers.
Marketing to consumers avoiding advertisements About P & G, the company says mbad marketing is being disrupted. It must reinvent the way it reaches consumers.
- Katie Couric produces new programs with products such as product placement materials for brands such as Pantene and Secret.
- In another example, he adds to products like Olay a technological layer that interacts directly with the consumer.
After the advertising money All the money is not exhausted for advanced technology and marketing companies. The startup Knotch has just raised 20 million dollars, for a total of 34 million dollars. The company provides software that helps brands measure campaigns as they increase the number of locations. Funding depends on two trends:
- The trend of housing by brands; Half of Knotch's business concerns the content of the brands.
- The proliferation of branded content does not hold water, and brands demand more value from their content by distributing it in as many places as possible.
TV struggles to adopt digital Television companies want to incorporate digital targeting and metering into TV ads, but the pace of change is slow, said NBCU, Turner and Viacom officials at the AdExchanger Industry Preview. Advertisers are stuck in traditional buying methods and do not have the level of data needed to make such purchases.
- Creative agencies continue to create the same ad instead of offering multiple versions, as do digital marketers.
- Finally, DTC companies are turning to television, but do not have large budgets and require specific performance measures.
Viacom and its contract with Pluto TV
In a catch-up, MTV's parent company and Nickelodeon have purchased the first free streaming TV service for $ 340 million.
- The dollar amount is relatively small, but it was still perceived as a major badet for digital video after the fire sale of Awesomeness TV (also at Viacom) and the Verizon Go90 shutdown.
- As a free advertising-funded service, Pluto's growth highlights the idea that subscription fatigue is beginning to appear, even as Netflix captures all the buzz for its dedicated originals.
Last idea of publishers to generate revenue Condé Nast plans to charge advertisers more to reach digital subscribers, arguing that they are more useful than freeloaders.
- According to the publisher, subscribers spend up to nine times more time reading their sites than non-paying readers.
- It will be a difficult sell with ad buyers who think they can reach this audience elsewhere, however.
Do not hesitate to send me tips or ideas to [email protected].
Here are some other good advertising, technology and entertainment stories:
The 80-year-old Dietz & Watson brand is launching a brand new product line for the Super Bowl only. A great strategy to attract the attention of people without TV advertising of $ 5 million.
All you need to know about Kubernetes, the open source software created by Google, so popular, even Microsoft and Amazon have had to adopt it
Netflix has more critically acclaimed movies than Amazon, Hulu and HBO together
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