publishing, for all the technology it relies upon, has been unusually
slow to innovate when it comes to advertising. It's almost as if the
standard IAB units were carved into stone and there was a collective
agreement that these sacred specifications would remain untouched.
Dylan: Knew a thing or two about publishing
like Dylan said, "the
times they are a-changing".
After years of being locked into publishing platforms that could only
cope with these IAB standards, new technology means publishers are
starting to move away from the IAB units. It's not been an easy ride.
Developments like click-word models were very difficult to sell to
publishers who faced vehement opposition from editorial staff. But if
we go for another Bob reference, you've “Gotta
nicely encapsulates the feeling that advertising serves advertisers
and viewers, not editors.
it or loathe it, click-words are a good example of how (some)
publishers are willing to take risks. Ad
formats that are
new to the user come with added curiosity value, and with curiosity
comes investigation. Ironically, online advertising needs to work on
it's own advertising. When I speak to publishers, I don't talk about
an expandable unit, I just show them Say Media’s ad
demonstrate how cool they actually are.
forms of advertising that are more unusual are being embraced by
publishers a lot more than they were in the past. For their part,
viewers like to see different, more visually exciting elements on a
web page - which is hardly surprising given that they've largely been
clicking on 68x468 pixel banners for the past 20 years. Ad units that
don't fit the traditional models do really well.
innovative advertising is only as good as the viewers who can see it,
and that's where audiences are key. A group that can benefit from
this are local media owners - they're the ones with strong community
audiences. Larger national newspaper titles have spent the past five
years struggling with paywalls - an issue that just doesn't exist in
the local news landscape.
is Digital Director at Archant,
one of the UK's largest independent media businesses, active in the
fields of regional news, magazines and websites. He knows better than
anyone that competition in the news media space that Archant operates
in is particularly fierce. Using London as an example, there are at
least five prominent news media brands dedicated to delivering news
and sport information to a London-centric audience.
Paul Hood, Archant Media
the London region Archant publishes 16 newspaper titles, each with
its own website,” he explains. “The
question we asked ourselves was, ‘How can we leverage our
high-quality local coverage of London’s biggest news and sport
stories and bring them to a wider pan-London audience?’ Our answer
was to create a new, digital-only news media brand and focus on
addressing the gap in the market.”
a London-centric news media proposition produced exclusively by
knowledgeable, local, London-based journalists. Local freesheets do a
great job of catering to the commuter – the top national and London
news stories are well-packaged and presented to give a good overview.
But there was no news media brand covering London from the local
2011, London24.com was launched. Eighteen months later, it is No. 2
in the market and is on track to be profitable by 2013.
community based titles like London24.com represent the ultimate
examples of how powerful the combination can be when you have
engaging advertising built around relevant, compelling content.
Engagement rates on regional UK press are close to 2%, which stacks
up very favourably against an average of 0.8%.
becomes obvious from this stat is that community and special interest
sites are hotbeds of engagement, which is strong incentive for media
owners in this space to focus on their core audiences and avoid the
temptation to dilute their audience as they attempt to increase it
with more middle of the road content. An engaged community equals
more passion. This sentiment is embodied by "Point-Of-View
– the key to success for the media companies of the future.
Jason Lydiate, Head of Business Development, Say Media