Next to Now: Sept 16

MIC REIMAGINES SPONSORED POSTS The Wall Street Journal reports on how the millennial news platform .Mic is rethinking video sponsorship. Mic is allowing advertisers to sponsor their highly popular videos on Facebook: “Instead of selling…ads based on content genre or audience demographics, Mic is putting its editorial videos into categories, such as clips that elicit […]

Next to Now: Does the Marketing Funnel Still Work?

MARKETING PINBALL The CMO of Publishers Clearing House writes on Ad Age about the death of the marketing funnel and the birth of marketing pinball. The article’s focus on brands means it’s only moderately useful for book publishers, but it’s still a good read about the current state of the customer journey—instead of traveling along a […]

Next to Now: The Music of Advertising Edition

  DOES PODCASTING SELL? Podcasts don’t provide traditional reporting for ads, but a recent study suggests that it does sell products (well, underwear anyway). Mack Weldon reports that doubling-down on humorous podcasts has doubled their sales. According to Digiday: “Podcast advertising now represents 25 percent of Mack Weldon’s overall ad budget per month, 100 times […]

Next to Now: Trying to Chart New Oceans of Data & More

PODCASTS CONTINUE TO GROW Digiday has an interesting article about the evolution of podcasts and the need for improved measurement. Measurement is still not there yet—even the link within the article to NPR’s proposed measurement guidelines is broken. But we expect it to happen. Fun fact from this article: NPR is working on a podcast that’s like […]

Next to Now: New Shifts in Ad Ecosystems

As our preparations for this year’s Digital Book World shift into high gear (including the Master Class in paid advertising and the panel on the book buyer’s journey), there is an abundance of ad news to take in. Below is a sampling of what we’ve been reading this week. WHY IS THIS PAGE TAKING SO […]