Ian Schafer, CEO of Deep Focus, sees anyone who creates content for marketers as competition for agencies. That increasingly means publishers. The challenge for agencies is that publisher business models often entail offering creative as an add-on to distribution. That ends up driving down the cost of content marketing, he says.
It might seem like Facebook’s world, but GroupM chief digital officer Rob Norman said on the Digiday Podcast that advertisers still have questions about whether ads are even welcomed there. On video, in particular, advertisers struggle to compare impressions on Facebook with TV commercials. Those doubts will keep Facebook from competing for TV budgets, Norman predicted.
Mozilla content services VP Darren Herman talks about the Web's "oh shit" moment, where ad tech has gone wrong, and the real value of the ad blocking debate.
Ad dollars are shifting to programmatic channels. Ad blocking is on the rise. In an increasingly converging media landscape, everyone is your competition. But in this week’s episode of The Digiday Podcast, longtime consultant Wenda Harris Millard, president and COO of MediaLink, sees much to be hopeful about. Marketers are beginning to see the benefits of intelligent use of data. Programmatic can increase publisher CPMs. And while she’s concerned about ad blocking, she thinks it ultimately will result in fewer, better ads.
The past few months have been dizzying for big digital media upstarts, with BuzzFeed and Vox Media earning sky-high valuations and, just this week, Business Insider selling to Axel Springer in a deal valuing BI at near $450 million. They represent some amount of panic by traditional media companies behind all three deals, but they also represent a vindication for the early wave of digital media companies that had legions of doubters, according to Bryan Goldberg, co-founder of Bleacher Report and founder of millennial women’s site Bustle.