Four Digital Media Trends to Follow This Year

Content strategy and content marketing are where a great deal of my time and attention are focused as an analyst. Last month I discussed the trends in that sector that my research indicates will expand in 2015.

But wait — there’s more. Not only around content marketing, but around technology, channels, media and advertising, that bear watching this year, either because they are at the beginning of the disruption curve or about to hit its peak. Here’s what I, as well as many of my colleagues, will be watching this year with interest and curiosity.

Internet of things (IoT)

There’s plenty to be fascinated by in this emerging sector: wearables, smart devices, new equations of interoperability and integration, and of course lots and lots of new types of data. I’m also having many fascinating conversations with my colleague Jessica Groopman about her ongoing (and soon to be published) research on the IoT related to use cases for connected devices, and to a lesser extent, what kinds of content surround and are generated by the IoT. This represents the tip of a very big iceberg that will garner much attention this year — and for the next decade, at least.

The ethics of big data

Again, credit due to a colleague here.  Drawn from her inspirational TED Talk, Susan Etlinger is researching an important and too often overlooked aspect of big data: its ethical implications. From data collection to communications (remember Target telling the father that his daughter was pregnant based on her buying pattern data?), Susan has pinpointed six broad categories, each with a host of specific areas, in which brands will be challenged with unprecedented ethical choices and policy issues. As more data stream in from areas such as the IoT, big questions will continue to swirl around big data.

Native advertising

In late 2013, I published the first research on the topic of native advertising. Native is still new and still disruptive, but this year we’ll see it normalize. Every major and reputable digital publisher and social media platform now offers native advertising products, and more formats are rapidly being developed. At the same time, policies, guidelines, ethics and technologies are not just springing up, but are also maturing. I predict that this year, native takes its place at the table as a critical and permanent component of digital marketing and advertising.

Channel convergence

A couple of years ago, together with then-colleague Jeremiah Owyang, I looked at how paid, owned and earned media are overlapping and combining to create new forms of media that, to consumers, are just…media. Distinctions between advertising, content, and social are blurring, if not dissolving. The same is beginning to happen with media channels. Is it radio? TV? Digital? Print? Is it projected or is it streaming, and do consumers care? (My hypothesis is that they don’t.) When all media can be consumed on all devices (large or small screens, phones, billboards, watches), what are the implications for media? Entertainment? Advertising and marketing? Mobile is TV is digital is audio is news is visual — portable, mutable, large and very, very small.

Those are the four trends I’ve got an eye on this year. What are yours? Let me know in the comments.

This post originally published on iMedia 

Why the Future of Mobile Advertising is Native Advertising

reading-mobile-deviceOne reason it’s so hard to pin down mobile advertising is due to the fact that “mobile” is quite possibly the most imprecise term there is when it comes to adverting and media. Tablet? Yes. Phone? Indeed. E-reader? Laptop? Phablet? Sure. Also, that must-have thing that’s coming down the pike next.

The sizes, functions and purposes of a multiplicity of mobile devices vary greatly, meaning there literally cannot be a one-size-fits-all solution to mobile advertising. However is there is one universal truth about mobile, that will hold as true in the future as it does today, it’s that real estate is limited on mobile screens – much more so than on other digital devices. And that’s what’s limiting mobile advertising.

Mary Meeker’s most recent state of the internet presentation proffered the much-cited statistic that ten percent of media consumption now occurs on mobile devices, yet mobile commands a scant one percent of digital revenues. Yes, this is where internet display advertising once languished, back in the day. Eventually things evened out.

Will mobile advertising repeat the pattern? Don’t be so certain that straight display advertising will ever gain the traction on mobile devices that it enjoys on devices connected to monitors and other, larger screens.

Disparate as the world of mobile hardware is, all mobile devices are linked by a common factor: real estate is scarce. Display advertising on mobile screens is proportionately more intrusive, annoying and unwelcome.

The “year of mobile” we’ve been talking about for more than a decade has surely arrived already (heck, an estimated 17.4 million iOS and Android devices were activated this past Christmas day alone). But the year of mobile advertising? It’s still a ways away.

What we’re waiting for is the rapidly growing trend of native advertising to spread more effectively to mobile devices and platforms, and we’re not there yet. Currently, most forms of branded content as advertising occur on publisher sites that help to create them (think Buzzfeed, New York Times, Boston Globe, Gawker Media). Technology from companies such as OneSpot and InPowered that pushes relevant, branded content into ad units are pretty nascent on the internet and don’t yet have mobile strategies. Facebook (as everyone knows) is working on the issue. Some have posited large-scale mobile players such as Samsung and Yahoo may tackle mobile native advertising this year.

In other words, hurry up and wait.

Will 2013 finally be the year of mobile advertising? I don’t think so, but that long-awaited era may be on the horizon. The solution to ads on mobile devices that consumers accept and value (as opposed to the 50 percent of clicks on mobile ads purely attributable to “oops“) will be content, not advertising driven.

 

 

Pay to Play: Native Advertising Shakes Up Publishing Models

There are a ridiculous number of names for it: native advertising, custom content, sponsored content, branded content, content marketing, collaborative content. Or you can kick it old skool and go with plain, old fashioned “advertorial.”

Whatever you call it, getting brand-generated content onto the pages of “real” publishing properties is becoming a real business, albeit in many guises. It’s all part of rapid convergence of paid, owned and earned media.

New York Times-owned Boston.com is the latest in a fairly long line of publishers to sell sponsored blog posts under the rubric “Insights.” “Our advertisers, and particularly our smaller advertisers, have been creating their own content. They need to get it exposed. As much as 50% of small businesses are blogging. The one thing they want is to have people see their material,” as Boston.com’s executive director-business development explained it to Ad Age.

Boston.com aligns its advertisers’ posts in the appropriate editorial section, e.g. lifestyle or real estate.

Boston.com has joined a growing list of sites offering some form or another of custom content to advertisers, including Forbes, The Atlantic, BuzzFeed and Gawker Media. Gawker is so high on the model that they maintain a list of top-performing sponsored posts to inspire and lure advertisers.

Content that morphs into ad units takes on other forms as well. inPowered (formerly Netshelter) is a new advertising product that turns “expert” content into a ad unit. Say you’re Samsung, and Engadget just ran a rave review of your latest smartphone, for example. inPowered turns that review into an ad that can be run on other publishers’ sites.

Arguably, another model of advertorial are those publishers whose business model makes them increasingly reliant on content contributed by outside experts, rather than their own editorial staff. What was long a trade publishing model is now commonplace on mainstream B2B sites, from content marketing plays such as American Express’ OPEN Forum, web pure-plays such as the Huffington Post, to established editorial brands, most notably Forbes. While arguably this isn’t advertorial because the contributors don’t pay the publisher to contribute (and in some cases are compensated, albeit never handsomely), the reality is this, too, is a form of content marketing. Contributors are selling their companies, professional services, domain expertise and personal brands.

“Native advertising” takes many guises, and an equal number of pricing models. Some publishers charges basic CPM or CPC rates. Others calculate costs based on positioning on the page, maintaining a “featured” position over a predetermined period of time, as well as additional and often premium pricing for adjacent ad units from the brand contributing the content (think brand “surround sound”). Sometimes the publisher will help create the content (think Buzzfeed), more often it’s incumbent on the advertiser or their agency both to conceive of as well as to execute the creative.

The real challenge of this type of advertising is an entire set of new standards and practices publishers must define as the traditionally inviolable wall between editorial and publishing becomes increasingly porous and permeable. It’s not as if sponsored, branded and contributed content shouldn’t happen. It should, but within limits and parameters it’s incumbent on the publisher for setting and enforcing to maintain and defend brand credibility while at the same time exploring new models.

Some publishers are do better at this than others. Before the ad or editorial teams open the doors to contributed or branded copy, publishers must define and commit to these eight critical points.

Set and maintain editorial standards: Every publisher has standards in place. Some, such as the New York Times, employ a public editor (sometimes called an ombudsman) to represent the needs and viewpoints of the reader and to critique editorial. Publications opening themselves up to native advertising and contributed content require someone in a similar role. This person almost certainly does not work in ad sales.

Create a style guide for guest contributors This is a good idea for corporate blogs and publications, too. A style guide sets expectations and streamlines submissions. What are accepted spellings for the publication (email or e-mail?). Do links spawn a new window, or take the reader off the site? How much white space should there be between an image and text? With expectations set, production goes a whole lot faster.

Edit, and don’t forget to copy edit Regardless of how thorough the style guide, contributed copy must always be subject to the publisher’s editing process. If staff contributors are subject to editorial scrutiny, it’s even more critical that non-professionals be fact and spell checked, as well as accountable for attributions, sourcing and veracity. Seems like a no-brainer, yet at least one very venerable brand posts contributed copy as-is. It’s not unwise, though this will vary by publisher, to also subject advertorial content to at least some degree of editing.

Never, ever open the CMS to outsiders A very prominent media brand that publishes a great deal of contributed “expert” columns allows its contributors to post their contributions directly in the CMS. The result? Pretty much what you’d expect. This memo went out to contributors last July:

**Reminder** Using expletives can offend and alienate your readers and hurt your credibility. Please don’t use foul language in your posts and be especially mindful to never use it in your headlines.

Don’t base compensation on link bait ability Many publications don’t compensate expert contributors. Others pay on a per-item basis. One very staid publisher, hoping to build traffic to their site, experimented with a model whereby contributors were paid based on the traffic their columns generated. Result? “National Equirer”-level headlines and content in a business publication.

If it’s paid, disclose that it’s paid Boston.com’s paid posts appear in a sidebar box prominently labeled “Special Advertiser Feature.” Gawker’s paid content runs under the rubric “Sponsored.” Content that SAP and Microsoft pay to publish on Forbes.com are not explicitly designated as advertiser content. Paid content is nothing to be ashamed of. But it is something to designate.

 Vet contributors The five Ws of reporting: “who, what, when, where, why?” are all perfectly legitimate questions to pose to content contributors and content advertisers. Publishers are not only entitled, but obligated, to ensure content running on their sites adheres to standards that will uphold the publisher’s own brand and ensure the value of the publication to readers and advertisers alike over the long term. It’s not only fair to ask these questions, it’s obligatory.