Why publishers are building advertising innovations groups

Display advertising is in a downward spiral. With ad rates sinking, publishers now know that if they want to turn the money picture around, they have to give brands more than just marginal banner space.

Many publishers, from The New York Times to The Washington Post to The Weather Company, are trying to break this cycle by dedicating entire engineering and design teams to building their own premium ad placements that also command premium ad dollars. The groups are meant to produce the wow factor that can lead to higher pricing.Why publishers are building advertising innovations groups | Digiday

WTF is programmatic direct?

Software is eating the world, including the media industry. The rise of ad tech has meant an alphabet soup of acronyms and bizarre new terms. Digiday is breaking it all down in plain English as part of our WTF ad tech series. This installment focuses on programmatic guaranteed ad buying. Via WTF is programmatic direct? | Digiday

There Is a Digital Talent Gap

For its report, The State of Digital Marketing Talent, The Online Marketing Institute surveyed almost 750 Fortune 500 and ad agency execs, and the results are grim: There’s a vast gap between the digital marketing expertise needed by organizations and the talent actually available to them at every level. Across brands and agencies alike, there’s insufficient focus on grooming talent, training and formally assessing skills. That might seem to spell a great opportunity for recent college grads looking for work. But think again: almost three-fourths of respondents say young hires suffer from an inflated sense of entitlement.

via There Is a Digital Talent Gap | Adweek.

Jaguar Taps Gawker Ad Division for Help in Creating ‘Evil’ Super Bowl Ad

After creating the rough idea for “Good to Be Bad,” Jaguar’s creative agency, Spark 44, and media agency, Mindshare, realized that they would need another partner, one that could create a level of digital depth that would justify the brand’s steep investment in a Super Bowl debut. The call went out to Gawker.

“It was kind of a dream scenario from our perspective,” Del said. “Jaguar’s media agency had approached us about potentially doing something big and different and based around content, so they sent us their creative brief.”

via Jaguar Taps Gawker Ad Division for Help in Creating ‘Evil’ Super Bowl Ad | Adweek.

Leaked Facebook Video Ad Pitch Deck Reveals Plans To Steal TV And YouTube Dollars

The full “Facebook For Business: Video On Facebook” presentation including slides and Facebook’s notes is splayed out below. It was sent to Facebook’s Preferred Marketing Developer partners in late November to teach them to sell video ads to their clients. [Correction: This was sent to marketers, not presented at a meeting.] Facebook used NDAs to try to keep the presentation away from the public, but you can see a copy here.

via Leaked Facebook Video Ad Pitch Deck Reveals Plans To Steal TV And YouTube Dollars | TechCrunch.

Google seeks brand advertising billions with YouTube

Google’s video ad properties reached 36% of the U.S. population in September, which would make it the 33rd largest cable network, just after National Geographic and before Bravo, Pivotal’s Wieser noted, citing comScore and Rentrak data.

via Google seeks brand advertising billions with YouTube.

Why Time Inc. Should Buy Forbes

A Forbes deal also could accomplish symbolic, but still important goals. Ripp has been trying to change the company’s culture and move into new ad formats. Forbes has built its business on the unorthodox practice of letting advertisers as well as unpaid outside contributors publish on the site alongside paid staffers—a controversial move, but one that’s been widely imitated by other online publishers. Forbes expects one-fifth of its ad revenue to come from its BrandVoice native ad platform this year.

via Why Time Inc. Should Buy Forbes | Adweek.

Long on Cutting Edge of Print, New York Magazine Cuts Back

The brand New York is hardly dying. New York magazine’s web traffic grew 19 percent in the last eight months, to more than nine million unique visitors a month, according to comScore. But to keep up that rate of growth in a competitive set that includes publicly held companies like The New York Times and upstarts like the venture-capital backed online news site BuzzFeed, the magazine had to reduce costs to find the money to fund the part of the business that is growing.

via Long on Cutting Edge of Print, New York Magazine Cuts Back – NYTimes.com.

Pandora gives up on law to reform music royalty rates

For Pandora, the failure of the Internet Radio Fairness Act could place it in a tough spot when its locked-in licensing rates from the major record labels expire in 2015. It must either obtain rates from the Copyright Board, which has set high rates in the past, or negotiate directly with the labels, who aren’t necessarily fond of Pandora.

via Pandora gives up on law to reform music royalty rates — Tech News and Analysis.

Ad Takes Off Online: Less Doll, More Awl

Who said girls want to dress in pink and play with dolls, especially when they could be building Rube Goldberg machines instead?That is the message of a video that has gone viral, viewed more than 6.4 million times since it was posted Monday on YouTube — an ad for GoldieBlox, a start-up toy company that sells games and books to encourage girls to become engineers.In the ad, three girls are bored watching princesses in pink on TV. So they grab a tool kit, goggles and hard hats and set to work building a machine that sends pink teacups and baby dolls flying through the house, using umbrellas, ladders and, of course, GoldieBlox toys.

 

via Ad Takes Off Online: Less Doll, More Awl – NYTimes.com.