Next to Now: This Week in Reading

For the Week Ending April 24, 2015

Facebook’s strength in video ads is gaining momentum. #video

How do you define success? It’s important to remember context when thinking about campaign performance. #metrics

What do librarians do after quietly sending patrons on their way for the day and locking up?  Rocking out after hours. #hilarious

A new content platform to compete with Medium, Atavist, et al. This one from MIT’s Media Lab so it bears watching. #content

Social influencer marketing grows in importance, particularly for younger demos (via @PeterMcCarthy). #social

Why live in New York? Steve Earle has a righteous POV on this (as in most things):

“I need to live in New York. It’s the cave of the sleeping sharks: They used to think that sharks didn’t sleep, but it turns out they found a cave off the coast of Mexico where the sharks found a current, and they just turn their heads toward the current and the oxygen comes to them. That’s what New York’s like: The oxygen comes to you. If I get my wings clipped and I can’t travel anymore, this is where I want to be.”


A big long piece helps Sheryl Sandberg make a convincing argument that Facebook is poised to eat the advertising dollars of TV and Google. Then it ends on a note not hinted at in their click-bait headline:

“But TV advertising, while still more expensive than other forms of advertising — particularly most forms of digital such as banners and mobile — does still tend to reap rewards for marketers. It’s a longer-tail game: People who see a TV ad don’t usually immediately click to buy the product or pick up the phone to change their insurance provider — but over time it is a branding tool that lifts awareness, affinity, recall, and other metrics. There is also some evidence that TV remains the most effective ad medium…”


Google gets set to compete with Taboola and Outbrain. #discovery

Your opt-in email addresses may be the way to target consumers online. #email

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