Posts By: Chris Quigley

Non-profit publishing and its new secret weapon

WEB_Meaningful_Content_FundIf there’s one industry that you wouldn’t expect to see at the bleeding edge of digital publishing, it would be the non-profit sector. Turns out, this is far from the case.

In the last few years we’ve seen a trend of nonprofit, volunteer and charity organisations producing gorgeous content online that has scaled to full-fledged publications like NRDC’s onEarth and WWF’s World Wildlife Magazine, which is also a print magazine.

Like all good content marketing, the large non-profits’ content strategies are focusing on what the consumer wants to share rather than what he or she should share. This is a win-win for an industry not known for lavish marketing budgets, since content marketing tends to be a cost-effective tactic for gaining trust and building relationships. Read more on Non-profit publishing and its new secret weapon…

Inside the walled gardens: How Time Inc. is distributing content on other people’s properties

(Facebook/Time Inc)

(Facebook/Time Inc)

If Time Inc. and the rest of publishing’s “Old Guard” are going to stay relevant to modern audiences, they need to branch out, even if that means distributing content outside of their own ecosystems.

Few people understand this better than Chris Hercik, vice-president of the Time Inc. Native Studio. In a recent onstage interview at NATIVE 2015, Hercik talked with Buzzfeed’s Alex Kantrowitz about the importance of embracing offsite distribution models, such as Facebook’s Instant Articles.

“With some of the new technology that’s coming [out], we have the ability to reach younger audiences, we have the ability to reach more mobile audiences,” Hercik said. “We realise that we have to start distributing outside our own ecosystem.” Read more on Inside the walled gardens: How Time Inc. is distributing content on other people’s properties…

Mobile advertising has a measurement problem

Tape measure by Randen PedersonBrand investment in mobile advertising is growing quickly — spending is projected to reach $46bn in 2019, according to Forrester — yet only 1% of those ads receive any type of engagement.

What tools and resources do advertisers and agencies have to report and analyse the 99% of unclicked impressions? These ad impressions have value, but there are only flawed and debatable tools for measurement.

Impressions shouldn’t be wasted

Unclicked ads should not be universally discounted as wasted impressions. A recent mobile advertising neuroscience study from Sharethrough and Nielsen showed how impressions can influence brand perception. Analytics platforms, from Moat to IAS, have focused heavily on viewability by making certain that ads are viewable. Contrary to the IAB standard for viewability, which is “a minimum of 50% of pixels in view for a minimum of one second,” WPP agency GroupM and Unilever announced earlier this year that they would only count video impressions when 100% of the ad player is in view. Read more on Mobile advertising has a measurement problem…

With GoPro, a media company takes shape

WEB_GoPro_cameraGoPro is much more than a consumer electronics manufacturer. They’re really in the business of content enablement. So claimed Zander Lurie, the company’s Senior Vice President of Media, speaking at NATIVE 2015, the premier native advertising conference presented by Sharethrough.

“We sell products — cameras, mounts, accessories, etc — but the ethos, and the culture of the company is built on content enablement,” Lurie said during a one-on-one conversation with Sharethrough president Patrick Keane.

Lurie’s statement will come as no surprise to those familiar with GoPro, a company whose rise from surfer’s pipedream to tech behemoth is as awe-inspiring as any of the feats captured by its signature cameras. Read more on With GoPro, a media company takes shape…

Five science-backed tips to creating better native ads

WEB_mobile_phone_thumbs_upCongratulations! People are paying attention to your native ads. Nielsen Neuro Labs and Sharethrough recently discovered that native ads receive two times more visual focus than banners, even when those banners are placed in the feed of a publication. This follows 2014 announcements from Upworthy and The New York Times that their sponsored content is as popular as their editorial.

Now that we know the ads are being read, the challenge is making those impressions matter. That may seem a tall order for the headline and a thumbnail. Read more on Five science-backed tips to creating better native ads…

How LinkedIn supports the professional journey, and profits from it

LinkedInLogoNewIf you talk to anyone about social networks, you’ll hear different things about what each one is meant for.

In an onstage interview with Sharethrough’s co-founder and chief executive Dan Greenberg at NATIVE 2015, LinkedIn’s vice-president of global marketing solutions Alison Engel made it clear what she wants LinkedIn to be known for. “LinkedIn is about the journey,” Engel said on stage.

Sure, people update their LinkedIn profiles as their careers change, but Engel explained that the center of gravity is about professionals who are aspirational about their careers. Even for those not actively searching for a new career move, they are looking to acquire new skills, tips and information to add to the journey. How can LinkedIn assist in that journey? Read more on How LinkedIn supports the professional journey, and profits from it…

The internet killed the newspaper business

newspapercollageHere’s the stark reality for newspapers in 2015: most of them have not successfully made the transition from print to digital.

The growth of digital advertising doesn’t come close to the steep and continual decline of print ad budgets. Since 2003, spend on print ads has fallen from £30bn to a little more than £11bn. Yet, at 82% of newspaper ad revenue, print is still top dog.

The stark reality for the news itself is a much prettier picture: it’s easier than ever for people to read high-quality journalism. Read more on The internet killed the newspaper business…

The 1,072 words that will change how you write headlines forever

ContextWordsGhostCreating a great headline can feel like a science experiment. Whether you’re in advertising, marketing, PR, or journalism, all forms of digital communication revolve around crafting words for a desired effect.

If you’re like me, you often makee unsubstantiated guesses about the best combination of words or ideal headline style. Do I write for the curiosity gap? Is this a how-to post or listicle? Should I put a number in the headline? Or is this an SEO-play, and I’m writing for Google?

From search to social to editorial and even print, each channel is different. That’s why it’s important for content creators, marketers and brand advertisers to know the right tricks for the right channels. Read more on The 1,072 words that will change how you write headlines forever…

The week in native: Instant articles are instant awesomeness

We’re waiting for the programmatic native tipping point, Facebook’s Instant Articles brings newfound speed and design to publishing, two-pence video views on Snapchat…oh, and you might have heard: Verizon bought AOL.

Read more on The week in native: Instant articles are instant awesomeness…

Tips on building a publisher’s perfect native revenue model

unnamedAt the IAB’s recent Navigating Native workshop, the topic of how publishers can build out their native revenue stack was put under the spotlight, as the search for new media business models is more complicated than ever, with many publishers struggling to monetise.

For some, native advertising has become a top strategy, with £509m being spent on native in 2014 (a fifth of all display spend according to the IAB). However, a key question for publishers looking to incorporate native is how to make it work. Navigating the tension between maximising both yield and quality, in particular, is proving difficult.

The new trend is to build out a native advertising revenue stack. Here are the three elements most commonly seen in a publisher’s native stack. Read more on Tips on building a publisher’s perfect native revenue model…