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Former Guardian editor: Facebook sucked up £20 million of our online ad revenue last year

Former Guardian editor: Facebook sucked up £20 million of our online ad revenue last year | Public Relations & Social Marketing Insight | Scoop.it
From www.businessinsider.com - September 6, 2016 11:38 PM

Former Guardian editor Alan Rusbridger believes that Facebook sucked up nearly £20 million ($27 million) of the newspaper's digital advertising revenue last year.

Rusbridger, now principal of Lady Margaret Hall college at Oxford University, said The Guardian forecast online revenues of £100 million ($132 million) before he left in May last year.

In the end, the newspaper's digital turnover was £81.9 million ($108 million), which was down 2.3% on 2014.

Speaking at the FT Weekend Live Festival in London on Saturday, Rusbridger said The Guardian's prediction never materialised "because it all went to Facebook."

A Guardian spokeswoman declined to comment. At the time it published its annual report in July, sources at the newspaper blamed online giants including Google and Facebook for hoovering up ad spend....

Jeff Domansky's insight:

Very interesting look behind the Guardian's online revenue. That's a lot of revenue that passed from the Guardian to Facebook and Google.

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Print vs mobile ads: Which is best for engagement and recall?

Print vs mobile ads: Which is best for engagement and recall? | Public Relations & Social Marketing Insight | Scoop.it
From www.marketingtechnews.net - November 30, 2014 9:58 AM

... News UK may have originally set out to disprove certain preconceptions about the difference between print and digital ads, but Abba Newbery, director of ad strategy for the company felt it was perhaps pricing that needed to change.


“This research challenges the common held belief in our industry that people behave differently based on which platform they are consuming content. What it actually shows is that behaviour is driven by content and not platform,” she said.“


If memory encoding for ads on print and tablet are the same despite people spending shorter time on tablet ads then maybe news brands should be charging the same?”...

Jeff Domansky's insight:

Mobile and print-based advertising may serve to slightly contrasting audiences, but there are similarities in how the readers of each platform react to marketing.

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A Mantra For Online Advertising And Life: Don't Be Clever l MediaPost

A Mantra For Online Advertising And Life: Don't Be Clever l MediaPost | Public Relations & Social Marketing Insight | Scoop.it
From www.mediapost.com - August 29, 2014 4:24 PM

...Zynga was trying to be clever, but its strategists learned two things the hard way. One is that people will quickly get sick of a repetitive and formulaic call to action. The other is that it’s not wise to rely exclusively on a third-party platform -- especially a free one -- as a channel to market.


And now BuzzFeed is learning this lesson the hard way, along with similar sites like Upworthy and ViralNova. These companies, as my MediaPost colleague Jamie Tedford reported earlier this week, are about to penalized by changes to Facebook’s algorithm. Facebook is aiming to “weed out stories that people frequently tell us are spammy and that they don’t want to see,” by reducing “click-baiting headlines.”


“ ‘Click-baiting’,” said Facebook’s blog post, “is when a publisher posts a link with a headline that encourages people to click to see more, without telling them much information about what they will see. Posts like these tend to get a lot of clicks, which means that these posts get shown to more people, and get shown higher up in News Feed. However, when we asked people in an initial survey what type of content they preferred to see in their News Feeds, 80% of the time people preferred headlines that helped them decide if they wanted to read the full article before they had to click through.”


Of course they do. People will quickly get sick of a repetitive and formulaic call to action. And it’s unwise to rely exclusively on a third-party platform -- especially a free one -- as a channel to market....

Jeff Domansky's insight:

Kaila Colbin says "clever" is not a long-term strategy for online advertising success.

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3 Greatest Paid Marketing Hacks to Amplify Your Brand’s Reach

3 Greatest Paid Marketing Hacks to Amplify Your Brand’s Reach | Public Relations & Social Marketing Insight | Scoop.it
From neilpatel.com - February 28, 2016 11:47 PM

The reason people hate advertising is because of the pushy nature of messages. Shoving irrelevant pop-ups in people’s faces is a huge turn off. But, a smart marketer like you can marry these two strategies to effectively expand your brand exposure.


Rather than shouting in your ads to be heard, you can invest your precious dollars to launch precisely targeted campaigns and get your brand in front of the right people. That’s the real power of paid advertising. You can clearly measure your results and optimize your campaigns to keep reaping more revenue.


And that’s the reason I experimented with 7 different paid acquisition channels for acquiring new visitors while working with Timothy Sykes. 5 of these channels created positive ROI (remarketing campaign to get visitors back to Tim’s website got a 218% ROI). Paid advertising had a major contribution in making Tim $1.2 million extra in profits....

Jeff Domansky's insight:

Neil Patel shows how paid advertising can turn into major profits.

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Confessions of a journalist moonlighting as a native ad writer: 'I'm not proud' - Digiday

Confessions of a journalist moonlighting as a native ad writer: 'I'm not proud' - Digiday | Public Relations & Social Marketing Insight | Scoop.it
From digiday.com - August 29, 2014 4:47 PM

At a time when good-paying freelance assignments are harder to come by, many journalists are heeding the call of native advertising, where the pay is decent and the work is steady. But there’s a cost. Many worry about the impact on their credibility as a journalist. Some are even finding they aren’t so welcome back in newsrooms once they work for the business side.


In the latest in Digiday’s “Confessions” series, we talked to a veteran freelance writer who has written for top women’s magazines and other national publications about the dark side of native. In this case, the journalist was working for a publisher’s content studio, which assigned stories a given client wanted written....

Jeff Domansky's insight:

A sadvertising tale... "lowest common denominator" for writer.

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