Martin Tripp Associates media jobs Archives

Programmatic ads: can they disrupt agencies and threaten ad sales jobs?

OliverLuft

If you buy ad space on behalf of advertisers and a technology comes along that, almost overnight, undermines your business model and makes it staggeringly easy for clients to place ads themselves, you might well have a few sleepless nights, perhaps even considering what other ad sales jobs are available.

Well, say hello to ‘programmatic advertising’.

The term isn’t one familiar to many, but for those focused on the future of ad sales and marketing, programmatic advertising is rapidly becoming the thing that dominates their thinking.

Knowing about programmatic advertising could help your media job prospects – so what is it?

Matt D'Cruz

Nearly a third of publishers in the UK have not heard of programmatic advertising, according to a recent survey by tech firm AppNexus. For a technology that has been widely touted as the future of the publishing industry, this is faintly astonishing.

So what is programmatic advertising?

In a nutshell, it’s a form of online display advertising that relies on complex algorithms to set a series of criteria that when met trigger the deployment of ads. Campaigns are booked and optimised via a simple web interface.

Beyond the broken funnel: six reason why changing to ‘instant marketing’ isn’t easy

OliverLuft

The traditional ‘funnel’ model used by marketers to map how consumers move from being interested in a product through to purchase is broken and a new set of factors has been brought into play by the rise of social media, according to a leading media consultant.

Bjorn Timelin, a partner with McKinsey & Company, told The Big Rethink conference last week that despite the ‘consumer decision journey’ being nothing like it was ten years ago, many companies still use the funnel model to plan their marketing campaigns.

For brands that want to prolong their relationship with customers, he said, it was essential to understand how technology had changed purchasing journeys and adapt accordingly. It is no longer a linear process, he said, but a circular one. The old model of customers moving neatly through the funnel from the ‘marketing’ phase to ‘store purchase’ was gone – as was the old idea that ‘advocacy’ came after a purchase.

Guardian Labs and the play for native advertising

Albert Ng

Banner advertising has long been the established method by which digital publishers generate income – but an increased use of mobile, difficultly innovating the humble skyscraper, and growing customer ‘blindness’ to banners has led many to re-evaluate their approach and instead start experimenting with native ads.

Guardian News & Media is the latest publisher to jump aboard the native ads bandwagon. The Guardian is by no means the only newspaper looking for new and innovative ways to raise revenue (in fact, the Times has been has been involved with branded content for years), but even by its own forward-thinking standards, its move into native advertising is a compelling one.

The publisher has set up a branded content division – called Guardian Labs – with the aim of creating innovative marketing campaigns that can stretch its revenue stream beyond display ads.

Facebook buys WhatsApp for a huge $19bn – how does that compare with other recent takeovers?

Albert Ng

Facebook announced last week that it will acquire the instant messaging provider WhatsApp in a deal worth an eye-watering $19bn (£11.4bn).

The social network already has its own mobile chat platform, but its traction has not nearly been as strong as other standalone chat apps such as WhatsApp and WeChat. The astronomical price paid for WhatsApp reflects how keen Facebook is to get hold of a lithe, mobile technology.

So what exactly does Facebook get for its money?

Media jobs: more turmoil for local papers (but also some hope?)

Matt D'Cruz

Johnston Press announced last week that every staff photographer working for its Midlands operation would be made redundant. That’s right, every JP newspaper in the Midlands will be left without an in-house photographer.

The presumption is that JP will instead rely entirely on freelancers – or just as likely, on “user-generated content” and other snaps from whomever happens to be in the vicinity with a mobile phone next time something newsworthy happens.

If that wasn’t sufficiently bad news for the state of media jobs in the regions, it appears that discussions are now ongoing to do something similar in the North West.

GTA V – an unrivalled financial success and a media jobs generator

Albert Ng

One of 2013’s most eagerly awaited gaming releases, Grand Theft Auto V, has proved to be the most successful launch in the industry’s history – but what does that mean when compared with other media earnings of recent times?

The game – developed by Rockstar Games – had reported sales topped $1bn (£626m) within three days of its release.

To put that success in some kind of context it’s useful to compare the figure with earnings in media verticals that sit away from the world of computer gaming.

Local World: the future of journalism or lost media jobs and the beginning of the end?

Matt D'Cruz

Newspapers owned by Local World could soon be put together by an individual in a single session, according to CEO David Montgomery.

In a 2200-word screed sent to staff this week, Montgomery outlined his vision of “highly templated” newspaper formats abstracted from “largely online published content” by one content manager or content director.

The implication for a range of media jobs is vast. Under his proposals, subs, news editors and features editors are all outdated titles. Instead, individual journalists would take full responsibility for subject areas such as crime, education, business and sport. Each of these individuals would work remotely, and “embody all the traditional skills of reporter, sub-editor, editor-in-chief as well as online agility and basic design ability”.

Journalists will be primarily responsible for “content harvesting” across their respective areas, with the majority of that content produced by third-party providers, including the police, local government, businesses and sports clubs. The aim is to “serve every one of communities [sic] with content that is rich and comprehensive so there is no place other than the local publisher that our audience and readers need to find”.

Tag: media jobs