Monthly Archives: March 2015

Next to Now: A Week in Reading Links

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Union Square - Spring Tulips

Links for the week ending March 27, 2015
March 23, 2015

Good piece on designing for how we read. It’s about designing responsive web sites, but has implications for anyone who’s making consumable information (including book ads!). Via @hawkt.

March 24, 2016

How’s your mobile strategy coming? According to this article in eMarketer, “Mobile Will Account for 72% of US Digital Ad Spend by 2019.” They think this will come about because of “consumer usage” (you think?) and better ad formats (an agency can hope!).

March 25, 2015

“It’s go-time for Facebook Auto-Play Video ads.” It’s a great format, but you have to have the chops for it.

Here’s an ad to inspire you. And by “inspire” we mean literally (“inspire: To draw in by the operation of breathing; to inhale”). It’s made out of water vapor you can breathe in, or blow away.

OK, OK, we admit it: this Fran Lebowitz interview is pretty great. (Via everybody on Twitter)

Good thinking on responsive design from the Associate Director of Audience Development at the NYT. I remain a pro-responsive design guy, but his arguments are worth a good think.

Great tips on setting the stage for productive feedback, useful for any creative enterprise, including ads! Via @Almighty

March 26, 2015

A new report on the US Digital Display Market says Facebook, Google, Twitter, and Yahoo own nearly half of all digital display ads now, and more to come.

CJR has a good take on Facebook’s move to take control of more news content, and its relationship to Snapchat’s Discover platform. 

The CJR also has a good piece on podcasts that lays out the landscape for producers, listeners, and advertisers:

“But the real reason established media companies are starting to take podcasts seriously has more to do with the nature of their listeners. Podcast consumers, according to Edison Research, listen to an average of six episodes per week. Once they find a podcast they like, they tend to be devoted. The medium feels intimate. Unlike the audience online, which tends to click through and then bounce away quickly, podcasts draw people in for the duration of the episode. They feel a deep, personal connection with the hosts.”

 

Next to Now: Links for the Week’s News in Book-Relevant Ad Tech

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Links for the Week Ending March 20, 2015
March 13, 2015

Looking for the hottest thing in mobile? If you’re cool with $100 CPMs, Snapchat’s the way to go! Partner with CNN, ESPN, Cosmo, People, Food Network, Vice. Keep your eye on Snapchat (but keep your wallet close).

The video field is getting crowded. Who has the edge for mobile advertising going forward? Business Insider produced a good (pro- YouTube) breakdown on the differences between mobile advertising via YouTube, FB, and Vine.

It’s a supply and demand lesson: More advertisers going programmatic means programmatic prices are going up as supply goes down.

March 17, 2015

Programmatic advertising makes sense for book publishing—at least in certain cases. But it also represents great potential for fraud. ClickZ’s “6 Good Questions to Ask Your Programmatic Partner” are a good place to start any new relationship.

March 18, 2015

We like what the designer of the new Seattle Times site says about respecting reader experience—and how it’s good for advertising. For those of us who specialize in advertising things to read, that good sense goes double for us. Here is Mike Monteiro on “All the News Where It Needs to Fit.” (via @HawkThompson)

March 19, 2015

Podcasts: the perfect marriage between close attention, bookish demos, and mobile-friendly environment. Here’s eMarketer on growth in the podcast market.

This CJR report on Millennials and news has direct implications for the future of publishing. Pay attention to how the new generation is establishing its information gathering.