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.
‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies
Some European publishers believe alternatives to the third-party cookies, probabilistic or deterministic, will do more harm than good to their ads businesses.
Media Briefing: Why Leaf Group spun off its media arm into a standalone company
World of Good's newly appointed CEO Lindsey Abramo spoke with Digiday about her plans to lean into experiential and embrace niche vs. scale.
Dentsu’s latest ad report shows slowed growth, driven mostly by inflation
The good news in Dentsu's ad forecast is that there's still growth. The bad news: most of the growth is the result of inflation, while real ad pricing actually dropped a bit.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, for example, has certified iSpot and VideoAmp as currencies for advanced audiences and formed the Joint Industry Committee with Paramount, TelevisaUnivision and Warner Bros. Discovery. […]
How chef influencer Tue Nguyen works with the BuzzFeed Creator Network
BuzzFeed's Creator Network has been valuable from an audience and production education standpoint, but Nguyen still drives most of her business on her own.
Dentsu’s new Web3 readiness tool shines light on the tech’s potential to complement AI
Dentsu's Innovation Initiative is launching a web3 readiness index next month — at a time when the industry is obsessed with AI. Could the two technologies actually make a good pair?