The Digital Advertising Tipping Point is Here!
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As readers are demanding a different value exchange between advertising and content, it’s not surprising that the IAB is recommending massive changes in the digital advertising landscape. Publishers must be innovating at a much faster pace as we approach the end of the old world of digital advertising. The new world is coming and it encompasses virtual reality, branded content, and a growing respect for the reader experience.
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The Digital Advertising Tipping Point is Here!
- 1. 2017 A DIGITAL TIPPING POINT? Jeff Burkett, VP Advertising Innovation j e b u r k e t t @ g a n n e t t . c o m @ b u r k 5 0 4
- 2. IT’S THE BEST OF TIMES IN DIGITAL PUBLISHING RESURGENCE OF PODCASTING VIRTUAL REALITY PUBLISHERS AS TECHNOLOGY COMPANIES POWER AND SCALE OF THE MOBILE PHONE
- 3. IT’S THE WORST OF TIMES IN DIGITAL PUBLISHING TOTAL DOMINANCE BY A FEW CONSUMERS ARE FED UP WITH CURRENT EXPERIENCE FRAGMENTED CONSUMER ATTENTION OFFLINE $ TO ONLINE $ A MYTH?
- 4. A REVOLUTION IS UNDERWAY BROWSERS AND CARRIERS BAKING IN BLOCKING IS MOBILE SAFE? CONTENT HAS EVOLVED – ADS HAVE NOT IOS9 WOKE US ALL UP
- 5. CONTROL THE CONTROLLABLEWE CAN’T BLAME OTHERS, WE MUST DO OUR PART
- 6. IAB HAS TAKEN A HUGE STEP NOTHING COVERS CONTENT RISING STARS ARE DEAD ADS ONLY EXPAND ON CLICK NO FORCED COUNTDOWN
- 8. IAB RESEARCH ON SCROLLING AD UNITS INLINE > OVER THE PAGE READERS PREFER THEM HUGE WIN WIN
- 10. PARAMOUNT
- 11. NATIVE AS PREMIUM DISPLAY IS THE FUTURE OF DISPLAY ADVERTISING READER FIRST COMPONENT BASED FLEXIBLE INLINE
- 13. “We are very lucky because very rarely in a lifetime do we actually experience the invention of a new medium.” - Marc Mathieu, CMO, Samsung Electronics America
- 14. We can put you there…
- 15. …have the adventures you’ve always dreamed of...
- 16. ...or experience empathy you can only imagine.
- 17. VIRTUALLY THERE WEEKLY VR EXPERIENCE CREATED IN PARTNERSHIP WITH YOUTUBE
- 18. THE MAGIC OF COMBINING VR + JOURNALISM
- 19. VIRTUAL REALITY WILL BE AN AMAZING PLACE FOR BRANDS
- 20. BRANDED CONTENT AND VR ARE PERFECT PARTNERS
- 21. BRANDED CONTENT AND VR ARE PERFECT PARTNERS
- 22. BRANDED CONTENT AND VR ARE PERFECT PARTNERS
- 23. 4 0 0 Designers and developers 1 0 9 Local markets Proving branded content can be scaled to local markets BRANDED CONTENT AND LOCAL ARE PERFECT PARTNERS
- 24. CROSSING THE TIPPING POINT IN 2017? Virtual Reality? Branded content scales down to local IAB spec changes will spark major innovation on premium sites
- 25. Thank You! Jeff Burkett j e b u r k e t t @ g a n n e t t . c o m @ b u r k 5 0 4
Editor's Notes
- Been asked to identify tipping points that we may cross in 2017. Looking at this from perspective of a traditional, premium publisher.
- So many new ways to engage with consumers Power and scale of the mobile phone allows us to reach almost everyone at anytime anywhere Avg person will pick up their phone within 5 minutes of waking up Then will spend 5 hours on that device Tremendous opportunity Popularity of podcasting is very exciting – Ken Doctor did a 5 part series on podcasting in September and it seems as though this business is really starting to thrive USTN jumped in and currently Virtual Reality is an amazing new medium for storytelling that has only begun to ex Publishers are just beginning to understand what this can mean Google Daydream PUBLISHERS becoming Technology companies WP in a few short years has become a tech company with real customers and compelling unique products
- Marketplace is extremely fragmented. Consumer time spent is diversified across devices, browsers, and platforms Its difficult and expensive to stand up all of these environments We want to be everywhere our consumers are. The big platroms are asking us to get deeper in bed with them. FB Instant, Amp…but concern over the black box algorithms. Is it safe to go all in. OFFLINE TO ONLINE $ 600B worldwide $, $420B is Offline $180B Online 75% is moving to facebook or google The consumer is not happy with the ad experience on our sites Fed up with ads that disrupt their experience
- Content has evolved but the ads have not Ad Blocking has given them a weapon to fight back with iOS9 woke us all up #1 reason installing is because they found out ad blocker existed 2015 had 3 south park episodes about ad blocking. Howard Stern spent many hours promoting it. NOW ~20% OF CONSUMERS USE AD BLOCKING ON DESKTOP Is Mobile Safe? Only 2% now… Firefox Privacy is essentially an blocker built into the browser… How long before Apple does this on iPhones? Foreign phone carriers are installing ad blocking at the network level to reduce unwanted data usage
- We all say that blockers are blocking because of experience on other sites
- New Ad Portfolio discussion Go over some of the big changes and how they impact us
- From over the page and other bad experiences to more polite experiences that still deliver results?
- Premium Native. In most cases today, native means either branded content promos or really low quality ads whose only aim is to drive web traffic or DR strategies. This was a very bold step toward Native as a premium display ad unit. FB has been selling component based forever. Google is rolling out as well and NYT is building their tech on back of Google. Pulling ads from right rail and moving them inline between paragraphs and in feed in mobile.
- If done well, these units can accomplish all that the over the page, disruptive ads can do, but do them in a way that is reader centric.
- The reason we are excited about VR and got in early 2 years ago is that we recognized VR as an emerging medium as opposed to just being a new product or technology. Presents incredible new opp for immersive storytelling. personal experience. IN the hands of a great Think about your favorite novel or best movie you ever saw….Thats the baseline in VR because of the full immersion storyteller this can do much more than in any other medium.
- Virtual reality is that something indescribable. It thrills you, it makes you dizzy, it puts you INSIDE the story. You’ve seen it before – the gorgeous experience of being on the islands with the Sports Illustrated swimsuit edition’s models, the enormous industry buzz that pulled total focus at this year’s CES, the cardboard viewers that ended up on the doorsteps of every New York Times subscriber. Those experiences were great! But they were all one-offs. So here’s the puzzle – how do you make virtual reality a part of everyday life? Something that consumers keep coming back to over and over again? USA TODAY NETWORK is solving that. Here’s our story…
- HTC Vive has an amzing under sea world in it.
- We rode with the blue angels and take you on an amazing journey of flight. Zuckerberg shared it twice…which is a really great social strategy if you havent tried it yet.
- We set up VR cameras in a house and then burnt the place to the ground. Its amazing to experience it from safety of your couch. The ability to look around and hear what is going on is disturbing. At the end, a firfighters runs in and saves the cameras.
- LAUNCHES NEXT WEEK Major brands sponsoring each episode
- A lot of this is for fun….but what about for journalism? Transition from experiences to storytelling and reporting. Harvest of Change is a 5 part series in 2014 that used VR to immerse the reader into the lives of farmers in IOWA struggling through hardships related to climate change and other issues. What we can say with certainty is that combining the technology of virtual reality and storytelling will lead to deeper human connections.
- Same opportunity immersiveness is also available for brands. Impossible to multitask. consumer totally focused we hired people from the newsroom vr team to work within Get creative. experts in story telling for VR. Cubemercial a spec we created that allows us to build an immersive 3D experience out of stitching together 2D assets but real Opportunity to make a very emotional connection The fire experience we discussed was actually something we created for Nest There is no better way to convey the dangers of fire than in VR. We also think there can be a great shopping experience to be had here. There will be amazing ways to interact and experience products before you buy them or virtually try them on
- What is this Series called. Postcards from the Road. Wish you were here. Australia…where else?
- National Brands have bought in, and we are playing there but no one mastered local. Every publisher has a product but its for a limited set of marketers who can play there GET Creative seeks to prove that Branded Content can be scaled to local markets. regionalizing a national message for a national brand is a huge opportunity With 400 designers and developers in the Get Creative Design Studio and direct access to consumers and brands in 109 markets, we think we are in the position to prove this is possible While we have massive reach (120M UV’s last month), sometimes its not about reaching the masses. Its about reaching the right people at the right time and from the correct voice
- VR – Audience will grow, but will not achieve massive scale. We will see brands throwing $ at creation, distribution of VR and advertising within it Publishers will move from experiences and into Journalism
- Been asked to identify tipping points that we may cross in 2017. Looking at this from perspective of a traditional, premium publisher.