It’s Friday, so we’ve recapped the best of Digiday reporting from the week just as you head into happy hour.
Turns out it’s true: less is more. The Atlantic’s new redesign gave people less content to click on, but they stayed with it longer: The click through rate tripled and people now spend four minutes or more on native ads.
Meanwhile, across the pond, The New York Times is opening a native ad division in London. So far there are four permanent staffers on the ground compared to the 45 member team back in New York. The studio is going after European and Asian markets.
Watch out, Adidas and Nike: Under Armour is growing at a faster pace than both and will become the third biggest sportswear brand in the world in the next decade. How? By focusing on women, appealing to a younger demo, and winning on social.
Speaking of winning on social, Cosmo is killing it on Snapchat, averaging 3 million viewers a day, up from 1.8 million since the summer. Advertisers want in on this too, but for now you can only share editorial videos.
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Atlas Obscura wants to be profitable before raising funds in a tricky media market
Atlas Obscura wants to turn a profit this year before it raises another funding round, at a time when publishers are facing lower valuations and pickier investors as deal activity slows.
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Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?
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Publishers report Q1 ad revenue is pacing 10-25% behind forecasts
Publishers are facing a slow start to Q1 and sales teams have a lot of work to do to regain lost time.
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SponsoredQ&A: How Jounce Media and Teads are framing SPO’s role in driving sustainability
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
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WTF is cookie stuffing?
Fraud is a well-documented pox on digital advertising, but it’s also an issue for publishers and marketers working together on affiliate marketing deals, too. One of the more tried-and-true techniques is cookie stuffing.
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Bloomberg, Axios, Politico, other business publishers rethink subscriber retention during the economic downturn
Premium publishers, like POLITICO, Axios and Bloomberg, have to make sure their fees are still considered a necessity as readers recalculate their spending and companies recalculate their expense budgets.
