Posts By: Chris Quigley

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…

Here’s what Facebook Instant Articles will mean for brands and publishers

WEB_Facebook_Instant_ArticlesFacebook has begun allowing select news organisations to publish stories directly onto its platform through the new Instant Articles programme, and as best as anyone can tell, the online media industry has yet to spontaneously combust.

While some in the media industry have expressed grave concern that it will ultimately put journalism organisations at the mercy of an all-powerful social media network, the longterm effects of Instant Articles will likely be less earth-shattering. Read more on Here’s what Facebook Instant Articles will mean for brands and publishers…

The week in native: Social media wants to own the news

Google's New Card-Based Ads On MobileEvery week, we feature four articles about native advertising, one piece of brand content and an interesting industry stat.

This week in native…

Google’s text ads get a massive makeover on mobile, Facebook makes it easier for publishers on the Audience Network to go native, who will own the news, and don’t miss the latest startup – Pied Piper. Read more on The week in native: Social media wants to own the news…

The single biggest challenge mobile advertising is facing right now

WEB_mobile_phone_thumbs_upBrand investment in mobile advertising is growing quickly — spending is projected to reach $46bn (£29.2bn) 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. Read more on The single biggest challenge mobile advertising is facing right now…

Are we ready for vertical videos?

Every week, we feature four articles about native advertising, one piece of brand content and an interesting industry stat. This week in native… the mobile native ad categories have been defined by the Mobile Marketing Association, Polyvore has new shopping ads and what the heck is vertical video syndrome? Plus: cat videos. Read more on Are we ready for vertical videos?…

The future of native programmatic explained in five points

(Sharethrough.com)

(Sharethrough.com)

Two weeks ago, the Hospital Club was the venue for Sharethrough’s Programmatic Native Breakfast, with brands, agency trading desks, demand-side platforms (DSPs) and publishers all interested to learn about the future of programmatic native.

Here’s a quick overview of the top five discussion points: Read more on The future of native programmatic explained in five points…

Infographic: the science behind native advertising

WEB_Chris_Quigley_native_advertisingYou know all about banner blindness. But did you know the same concept exists when the banner is front and centre, smack in the middle of a content news feed?

Brand new research brings new light to the effects of mobile native ads Banner ads and banner ads on the human brain. Using neuroscience and eyetracking, native advertising company Sharethrough and Nielsen Neuro have discovered a number of different points. Read more on Infographic: the science behind native advertising…