Intent vs. Social: There’s a question hanging over social media: Will personal relationships ever be as powerful as intent, at least when it comes to its role as an advertising signal? Judging by the valuations assigned to companies like Facebook, the answer is clearly yes. But Facebook has such a massive audience that it could make money off this in any number of ways. Search is unique. It is, in the words of ex-Yahoo CEO Terry Semel, “a beautiful system.” Google was able to return to us exactly what we’re looking for. The advertising problem, while not trivial, is pretty straightfoward. Intent-based ad signals have proven very valuable. Network connections are trickier. Jonathan Mendez, CEO of Yieldbot, reacted with a terse “bullshit” to the notion put forth by Buddy Media on the heels of its funding valuing it at $500 million that we’re moving from an intent-based world to a people-based world. Mendez points out that Google grew its revenue more in comparison to a year ago than Facebook is forecast to bring in this entire year. It’s clearly early, so that should change. Few expect the people-based world to replace search. But it should take away the prominence of its role as an information gatekeeper. Whether it’s monetized as effectively, that’s another story.
Quote of the Day: Yahoo’s ill-fated “It’s You” ad campaign is gone but not forgotten. One Business Insider reader summed it up thusly: “Calling the ‘It’s You’ campaign ‘horrible’ is like calling the Titanic a minor boating accident.”
Groupon Blues: Things move fast in the Web-darling world. Groupon has gone from digital wunderkind to posterboy for the bubble in a blink of an eye. The latest salvo against its business model comes from the Harvard Business Review. Keep in mind Groupon has already been termed a “Ponzi scheme,” so it should have pretty thick skin at this point. HBR is more gentle, simply saying it doesn’t have a viable business model. The problem, in HBR’s point of view, is Groupon hasn’t figured out how to turn a profit, yet it keeps expanding. HBR even brings up the dreaded Pets.com comparison.
Dentsu’s podcast celebrating Black empowerment tries to do its part to fill the advertising inequity gap
The Dentsu-backed More Than That with Gia Peppers kicked off season 3 last week, featuring several major advertisers (and Dentsu clients) including Procter & Gamble, General Motors, Kroger and Mastercard.
The Athletic’s Sebastian Tomich is looking beyond ads and subscriptions to reach profitability
The Athletic's path to profitability is set for 2025, and to achieve this goal, chief commercial officer Sebastian Tomich is focused on more than just selling ads directly to prospective advertisers.
How newsroom unions intervene when members get laid off
Amid the recent wave of media layoffs, here are some of the ways newsroom unions are intervening.
SponsoredAdvertising predictions that will shake up the media industry in 2023
Chris Kelly, CEO, Upwave Like many people, marketers and advertisers were ready to see 2022 come to a close. A year that started off promising was assailed by inflation, layoffs and the disastrous effects of RSV, the flu and additional COVID strains. Still, despite an uncertain outlook for 2023, there are plenty of reasons for […]
Despite Q1’s slow start, publishers are bullish about events revenue for 2023
Publishers like BDG and Apartment Therapy are banking on events revenue to give them a leg up in 2023.
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.