Each day, we’ll list the five stories from around the Web that Digiday’s editors think deserve the most attention.
Twitter Wants to be Facebook? Mashable’s Adam Ostrow takes to CNN to make his case that Twitter’s gunning to replace Facebook as a primary social network. Ostrow’s evidence: Twitter recently added photo and video sharing. Now Twitter has maintained it’s an “information network.” Its executives have taken to defining its mission: “to instantly connect people to the information most important to them.” That would make it an information network, not really a social network. Ostrow is having none of it, arguing that by adding photo and video sharing, the most popular activities on social networks, Twitter is declaring itself a social network. (The company wasn’t convinced, as one of its reps took to, naturally, Twitter to tweak Ostrow’s thesis.) These arguments rarely get very far — or matter much in the long run. For a long time, bloggers engaged in spirited debates over Google’s contention it wasn’t a media company, despite a business that relied on advertising for nearly all its revenue. Whether Google is a tech or media company, though, isn’t the most important. Likewise, for Twitter it’s more important that it come up with ways of turning all that attention into revenue. Advertisers continue to be frustrated by the difficulty of running large-scale campaigns on Twitter. CNN
Facebook’s Saturation Point. Everyone wants to find kinks in Facebook’s armor. It’s clearly not a fad that’s going to fade away like MySpace. But there are natural limits to how big Facebook can get. Inside Facebook crunches Facebook’s member numbers, culling them through Facebook’s self-service ad platform and finds that Facebook’s growth has stagnated in North America. Inside Facebook tracks a 6 million-member decline, which seems high. There’s little doubt Facebook’s member growth will slow. There’s the law of big numbers to consider. Broadband penetration growth has also stagnated. If people don’t have broadband by now, they’re probably not going to have it ever. The more important number for Facebook is user-engagement numbers. That continues to be sky high, with the average U.S. user spending an astounding four hours a month on the service. Inside Facebook
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
Marketers weigh the cons of working with Google Ad Manager amid Justice Department’s new lawsuit
When is it time to back away?