Monthly Archives: March 2013

Why the Guardian will eventually have to put up a paywall [part II]

I thought this was a timely moment to repost this piece from the summer where I argued that “the Guardian will eventually have to put up a paywall”.

The case then appeared pretty strong, at least to me, and it seems even stronger now. These past couple of weeks have seen a flurry of paywall announcements both in the US and in the UK. This week alone has been a hugely significant one for UK newspaper with both The Sun saying it will put up a paywall in August and the Telegraph announcing its own plans. Read More »

Blue State Digital hires Obama’s election winning digital team

Obama’s digital agency Blue State Digital has hired 16 digital strategists and technologists from the Obama 2012 election campaign team.

Most senior among the hires is Joe Rospars, chief digital strategist for Obama’s 2008 and 2012 campaigns, who will take on the newly created role of chief executive for the WPP-owned digital agency Blue State Digital, which has played a central role in both Obama’s presidential victories. Read More »

The power of Tumblr: Site now hosts 100 million blogs

With the focus on content ever increasing the resurgence in blogs and blogging continues apace. There are new players entering all the time as read recently with news that Quora plans to get into the blogging business and that Ning is to relaunch again as a personal blogging platform.

One of the big beneficiaries of the rise of blogging and reblogging has been Tumblr and it recently hit a landmark number as it passed the 100 million blog mark. Read More »

Broadcaster turns to crowdsourcing to find new progamme ideas

A TV company is turning to the crowd to find ideas that “appeal to the Y Chromosome”. The brief is live on creative crowdsourcing site Alternativegenius.com and shows the increasingly serious use of idea competitions in more sectors. (They don’t want to tell you who they are yet, but the £5000 prize shows they mean business).

Crowdsourcing has been around longer than most people realise – The Longitude Prize was a reward offered by the government via the 1714 Longitude Act for a simple and practical method for the precise determination of a ship’s longitude. Useful at the time when getting lost at sea was generally fatal. The French government also created Montyon prizes to reward poor Frenchmen for virtuous acts. Read More »

What Graph Search is and why it matters to you and Facebook?

Mark Zuckerberg at the Facebook Graph Search launchIt’s been nearly three months since Facebook announced a new beta program on the platform called “Graph Search,” which CEO Mark Zuckerberg has elevated as a “pillar” alongside Timeline and News Feed.  Over the next few months, Graph Search will ramp up its rollout until eventually every user on Facebook will have access.

Here are some initial observations about this product, and what it may mean to the fortunes of the world’s largest social network, let alone and the marketers who plan to use it to enhance their brands.  Read More »

Twitter advertising revenues to hit $1 billion in 2014 with mobile dominating

Twitter is on course to hit global advertising revenues of $1 bn in 2014 and will earn $582.8m  in 2013.

Significantly, it will be mobile advertising that will make up more than 50% of that figure, according to the a forecast from eMarketer.

Its new forecast predicts that about 53% of Twitter’s ad revenue will come from mobile advertising this year alone. This is up from virtually zero ad revenue from mobile in 2011. Read More »

With Battlestar and Ridley Scott Machinima shows importance of gamers to brands

Battlestar Galactica Blood & Chrome debuted on the Machinima networkThe moment that Philip DeBevoise announced on stage at The Guardian Changing Media Summit in London that the Machinima network was now “larger than most television networks”, it was great news to hear gaming audiences being recognised as valid and valuable audience members.

The Machinima network undoubtedly has geek-gamer origins – tech-heads and gamers connected through the network to swap gameplay strategies, Machinima animations and general gaming comment. Its global audience was enormous, but for many years occupied a space below the radar of the advertising industry. Yes there were the occasional opportunistic tie-ins and product placement with brands like Domino’s pizza, but this massive global community was largely dismissed as too niche. Read More »

The Sun to follow Telegraph with paywall — will punters pay for a tabloid online?

The dribble of newspapers asking their readers to pay for content on either side of the Atlantic has turned into something of a rush of late. Yesterday evening the Telegraph followed the Washington Post and the San Francisco Chronicle, as all followed the New York Times metered model, and said it was to erect a paywall. News International swiftly followed that with an announcement of its own as it revealed plans to charge for The Sun later this year.

The question is will  people pay for a tabloid newspaper online though? It is a question we will find out an answer to soon enough.

Mike Darcey, chief executive of News International said last night that “the second half of 2013 is a fairly safe bet” for the introduction of a tabloid paywall. Read More »

Is social media the death of innovation?

It seems everywhere we look we are confronted with the latest technology innovations. Twitter is abuzz with new ideas of what we can create with 3D printing and sites like Kickstarter have thousands of proposals to fund the next big thing. I am a huge proponent of creativity, trying new things and entrepreneurialism, but with all the noise around gadgets like Google Glass and smart watches, I wonder if social media is diluting true innovation by giving a platform and a voice to any gadget that labels itself as new? Read More »

Programmatic buying brings new opportunities to digital advertising

Embracing the evolution of digital advertising is a necessity. Programmatic buying is a relatively new approach to the market; it presents a great opportunity for a more transparent and efficient way of selling vast amounts of digital space. Using premium display alongside automated services can increase revenue for all publishers.

It is important for publishers to have an in-depth understanding of how both bespoke sales teams and automated trading can enhance their digital offering; truly understanding these options is the first step. In order to use these complementary options efficiently, every publisher needs to determine what their unique proposition is and what they want to be known for as a publisher. Read More »