INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I...

INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION

INNOVATIONS IN MAGAZINE M

EDIA 2015-2016 WORLD REPORT

JUAN SEÑORJOHN WILPERS

JUAN ANTONIO GINEREDITORS

THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT

THE BEST

DAMN MAGAZINE

MEDIA INNOVATIONS

IN THE

FROM PROGNOSTICATIONS

TO PRESCRIPTION

5 KEYS TO SUCCESS

ALL ROUTES TAKE YOU THROUGH ONE

OF THESE ROADS

1. Mobile is the dominant platform

2. Video the dominant mode

3. Native advertising will be the dominant vehicle

4. Programmatic will be dominant method

5. Data will dominate decisions

FROM PRESCRIPTION

TO PLAN OF ACTION

THINK DIFFERENTLY FROM DEMAND POINT

OF VIEW RATHER THAN SUPPLY

YOUR AUDIENCE IS DEMANDING

SOMETHING ELSE YOU MUST CHANGE

AUDIENCE FIRST CHANGE STRATEGY

IF YOU ACCEPT CHANGE

YOU NEVER GROW OLD

IT IS ONLY WHEN YOU DROP YESTERDAY’S

ASSUMPTIONS YOU CAN GLIMPSE

TOMORROW’S POSSIBILITIES

TIME TO UNLEARN WHAT YOU THINK YOU

KNEW TIME TO THINK

INNOVATION

Will it kill or save your brand?

18 pages; 5,427 words

NATIVE ADVERTISING

STOP ARGUING

ABOUT IT.

IT’S HERE

TO STAY.

NATIVE GREW

21% LAST

YEAR.DESKTOP

GREW 1%

PUBLISHERS 20% used

native in 2014

Another 25% in ’15

ADVERTISERS: 55% brand

affinity lift88% lift in

intent to purchase

(BuzzFeed; US$120m/year)

: READERS:

70% want ad stories

But do NOT hoodwink us

90% accept

native

THE RISK: BAD EXPERIENCE?

58% never use site again

Half tell friends30-60% exact

revenge

CRITICS: Doesn’t work

Damages brandIt amounts to hoodwinkingAnd whoring

But bad native is just bad

execution…

Great native

is as good as editorial

BEST PRACTICES: Label it clearly

Hire great writersHouse them

separatelyInsist on veto

IN THE BOOK: The 5 principals of

great native ads7 great native ads

9 companies who can help

Is it stupid not to have a strategy?

MOBILE ADVERTISING

NO MOBILE STRATEGY?

SUICIDAL

MOBILE IS EVERYWHERE

• 50% of world population have mobile devices

• 25% smartphones • Users check 221

times a day

Of all web pages

served globally: 40% are

to mobile

THREE COMPELLING

REASONS FOR A MOBILE

STRATEGY

1. REVENUE

• $64b global in ’15, up 60%

• $159b by 2018, or 22.3% of global ad spending

• Without a mobile-friendly site or mobile responsive ad formats, you will not get much or any mobile revenue

2. GOOGLE

• Search drives 64% of all traffic

• For the first time, more mobile Google search (9.6b) than desktop (8.3b) last Nov.

3. CONSUMER PERCEPTION

• 80-99% of adults surveyed in 6 countries (China, Germany, US, UK, Brazil, India) go to a competitor’s site after bad mobile experience

IN THE BOOK 8 mobile

advertising best practices

13 most innovative mobile ads

The best mobile video ads

Get onboard, or get run over

PROGRAMMATIC ADVERTISING

AGAIN, NO DOUBT:

PROGRAMMATIC IS HERE

TO STAY

“It is doing for the ad world what the

automated assembly line did

for the automobile manufacturing

industry.” — former agency executive Richard Tso

“Helping ad buyers find the right

audience at the right price at the

right time.” — BusinessInsider’s 2014

Programmatic Advertising Report

U.S. programmatic: $15 billion —

For first time, more than 50% of all digital

display ad dollars; In 2016: it’ll be 66%

— eMarketer

EVERYONE IS USING IT

• 75% of advertisers use it to buy display ads

• 50% use it to buy mobile & video ads

• American Express switched 100% of its digital ad spend to programmatic

• Proctor & Gamble: converted 70%

UNPRECEDENTED POWER

Leverages rich consumer behaviour

data (which you never had before) to guide

marketing strategies in personalised ways that

offer a much greater chance of advertising

campaign success

CONSUMERS SIGNALING

BACK TO BRANDS:

FREES SALES

PEOPLE FROM

GRUNT WORK

IT DOES NOT ELIMINATE

IT DOES NOT LOWER

IN THE BOOK: Private networks

to protect your CPMs

How to handle transparency

The learning curve

You might think it doesn’t affect you…

DIGITAL AD FRAUD

IT AFFECTS EVERYONE

“The surprise [in the ANA study results]

was the ubiquity of the fraud. It is not just no-

name websites; it also affects premium

publishers.” — Assoc. of National Advertisers

(ANA) vp Bill Duggan

“We have reached a crisis point: 36% of

traffic today is generated by

machines, not humans.”

— Interactive Advertising Bureau (IAB) Board of Directors president Vivek Shah

10-60% OF ALL DIGITAL

ADVERTISING IS FRAUDULENT

COSTING THE INDUSTRY:

$4.5M/HOUR $6.3B/YEAR

25% of all VIDEO ad impressions

are fraudulent (viewed by bots)

Over 10% of all digital DISPLAY

impressions are fraudulent

50% of all THIRD-PARTY

traffic purchased by publishers is

fraudulent

ADVERTISERS GET PORN

SITES NOT

PUBLISHERS SITES — BusinessInsider

BOTS ACT LIKE HUMANS

9 TYPES OF AD FRAUD

Ad Impression Fraud (CPM) Hidden ad impressions Fake sites Video ad fraud Paid traffic fraud Ad re-targeting fraud Search Ad Fraud (CPC) Affiliate Ad Fraud (CPA) Lead Fraud (CPL) Ad Injection Fraud Domain Spoofing Fraud CMS Fraud Retargeting Fraud Traffic Audience Extension Fraud

HOW DO THEY

MAKE MONEY?

• Selling fraudulent ad impressions

• Selling fraudulent traffic

• Selling their ads on other publishers’ sites

• Sending fraudulent traffic for affiliate commission

• Creating fraudulent sites that look legitimate and selling advertising on those sites

WATCH AN INFECTED

BOT IN ACTION

HOW TO BEAT

Authorize 3rd-party traffic validation technology Request transparency for sourced traffic Use third-party monitoring Apply day-parting Buy only from companies who will give you the name to be on the cheque

FRAUD STRIKES

AT THE HEART

OF OUR BUSINESS

ADVERTISING IS BASED

ON TRUST AND RESULTS

AD FRAUD WRECKS

EVERY PART OF THAT

EQUATION

IN THE BOOK Strategies

to detect & prevent fraud

‘Friends in the Fight’Mobile ad fraud

Is the importance of mobile exaggerated? 15 pages; 7,788 words

MOBILE

THIS REALLY

IS THE YEAR

OF MOBILE

IT’S THE SEVENTH

MASS MEDIA

“If you think of mobile not as a small screen but as the

7th form of mass media, then the differences

between it and the PC are like the differences

between radio and print.” — Luke Wroblewski, CEO of app developer

Input Factory, told Digiday

EVERYTHING IS DIFFERENT

Different set of audience expectations

Different environment

Different editorial, advertising, ecommerce tools & mindsets

“This is a mobile mind shift, not just ‘mobile first’. It is a

complete change in the psychology of consumers.

The expectation that any desired information or

service is available, on any appropriate device, in

context, at your moment of need.”

— Forrester Research senior vice president Josh Bernoff

CONTENT MUST BE:

Quick Concise

Constant Readable, useable

on small screen

PUBLISHERS ARE MISSING THE

SIGNALS

“Traditional publishers are dangerously

slow to adapt [and] recognise

mobile publishing is as different from

print-to-web publishing as television is from

cave drawings.” — Media consultant Alan Mutter

writing in Editor & Publisher

“If you’re in a meeting and

mobile isn’t mentioned in the first ten minutes,

leave. It’s that important.”

— Jeff Moriarty, chief digital officer, Johnston Press, in Digiday

THE BIG CHALLENGE:

ADVERTISING

OH, BY THE WAY: BE MOBILE

FRIENDLY BY 21 APRIL

OR CONSIDER A NEW LINE

OF WORK

IN THE BOOK How to tell if

Google likes you11 mobile edit. tips

Native apps or mobile web?

INNOVAT INNOVATION IN MAGAZINE MEDIA THE I ONS I...

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