In “The State of Dark Social in 2014,” an update to his 2012 post, “Dark Social: We Have the Whole History of the Web Wrong,” Alexis Madrigal provides some clarity to dark social.
In short: Facebook.
“Dark social” describes Web traffic that appears to have no referrer – Web links shared via e-mail or instant message, in forums, or through other means. This traffic often shows up in metrics as “direct” – much like if it was bookmarked or entered into a Web browser manually – and can’t be tracked ......[more]
14 December 2014 · by Mark Challinor
The number of “e-coupons” redeemed by consumers is expected to double over the next three years, largely driven by the smartphone explosion.
This, in turn, is changing how consumers (and therefore readers) search for, capture, and redeem “smart offers.” (This is according to 2014 research by Juniper Research).
Millions of people now have, in essence, a mini computer in their pocket. These location-based, mobile devices can quickly find more relevant, more personalised information to help your readers make more informed decisions.
Mobile coupons have been gaining value for a number of years and now finally seem destined to rocket due to the growing adoption of smartphones and the way consumers are integrating mobile more and more into their everyday lives. (Juniper in fact, says the number of e-coupons redeemed will exceed 31 billion by 2017, nearly double that of this year).
Vendors and third-party app developers continue to make more coupons available on mobile while also honing ......[more]
07 December 2014 · by David Murphy
In 2014, there’s been an awful lot of hype around programmatic advertising, which, at its most basic, involves automating the process of buying advertising inventory.
It looks set to continue into 2015.
Programmatic has reshaped the mobile advertising landscape, with many mobile ad networks reinventing themselves as demand side platforms (DSPs), focusing on their advertiser clients, and looking to the exchanges for their inventory.
After all, so one of the arguments goes, in the world of programmatic buying, it doesn’t really matter where your advertisement appears as long as it appears in front of the right person. It’s the algorithm’s job to find them.
So if your 50-year old Daily Telegraph reader also happens to be an avid Candy Crush player on the commute home, it’s just as easy and probably less costly to reach him via an ad between levels of Candy Crush than it is to reach him with a banner on the Telegraph’s mobile site.
Some of the stats and forecasts around programmatic are ......[more]
02 December 2014 · by Dirk Barmscheidt
In 2014, the discussion about which way mobile journalism will move is re-opened. The first half of the year it seemed to be clear that the smartphones (mainly 4.7-inch displays) would have killed the tablet.
But with the massive new phablets in end of Q3 2014, companies like Samsung (Note 4), Apple (iPhone 6 plus), or Motorola (Moto X) pushed the market increase dramatically. IDC and Gartner are sure: The phablet will dominate the mobile increase for ......[more]
25 November 2014 · by Padraic Woods
Many publishers have developed mobile apps that deliver a better user experience than their mobile Web sites. Getting people to use your app instead of your mobile Web site can increase user engagement with your publication.
Using different deep linking techniques to link to content within your app is one way of increasing traffic to your mobile apps and establishing app reading habits with your users.
In an ideal world, there should be no difference between an “app link” and a “Web link.” Links should simply work no matter what device or platform you are using.
The device should know whether to open the link in an app or in a Web site depending on the user’s preference. It should be possible to ......[more]
11 November 2014 · by Lorna White
We can all relate to the fact that technology is part of our lives. Perhaps, this means that “mobile” needs redefining as we now live in a world where everything is becoming connected to everything.
Technological advances are continuing, and at a fast pace. Considering the first iPhone was introduced in 2007, it’s clear that innovations are consistently happening.
We are now getting to a point where recent developments mean technology is becoming more of a utility. Today there are 10 billion connected devices, and it’s predicted that by 2020 there will be 50 billion (eMarketer report 2013).
There are a number of areas in which big tech innovation is happening or is not far off, in ways that are likely to change the way we interact in our day-to-day lives as well as becoming more engrained with them.
The recent release of the iWatch has brought wearable technology into ......[more]
02 November 2014 · by Stefan Savva
Publishers look at many ways to increase content relevance, such as time of day and user behaviour. But understanding the precise location and context of readers and then delivering services at scale has generated a lot of excitement over the last couple of years.
Traditional news publishers created their original business model, long ago, on having a competitive advantage of a geographical boundary. Those publishers were either the first or the best provider of news to the region of [insert place name here.]
The Internet eroded some of that geographic advantage, but the winners in the upcoming battle for location and context will be the publishers that can leverage contextual content.
Contextual advertising has been around for more than a decade and is based on the premise that adverts are automatically selected and inserted into a page based on the page content. Mobile is bringing contextual content to the real world with the ability to link real activities back to content and services via a smart phone.
The question facing publishers today is ......[more]
26 October 2014 · by Chuck Blevins
“When everyone’s super, no one is.” – Syndrome, “The Incredibles” (2004) (I’m sure he meant “mobile.”)
Many media players are still positioning their digital efforts counter to their legacy platforms as being “mobile first.” Not only does this ignore digital reality, but it’s often just code for, “we’ll publish online before print.”
The ubiquity of wireless connectivity across the spectrum of wearables, phones, tablets, and laptops, coupled with the growth in usage of these devices, makes “mobile” the default digital mode.
Additionally, cloud services and OS features further blur the line between mobile and wired. No longer can we presume any device beyond a desktop computer is not mobile (and even then it’s questionable with <a title="small units like ......[more]
19 October 2014 · by Mark Challinor
Newspapers have traditionally been somewhat slow to adapt to new technologies. However, there is now a stark realisation from us all that print is no longer the be all and end all.
Readers consume content anytime, anywhere, and the plethora of ways to do so grows by the minute.
The coming Internet of things makes it a truly connected world 24/7, where we are now identified by geo-location or an IP address.
Media companies now get that they can’t just continue to run their businesses the same way they’ve done so for years. They also realise the role interactive technologies are playing and that they will continue to play a big part in future business models.
The trick, though, is how to monetise this new world.
As print revenues decline, digital monies are not replacing them fully yet. Mobile, for example, is seen by many as an “add on” and not the ......[more]
13 October 2014 · by David Murphy
The latest IAB/PwC ad spend figures for the United Kingdom, released last week, reveal an industry in rude health.
In the first half of the year (H1), mobile racked up US$1.14 billion in advertising revenues, up 68% from the corresponding figure for H1 2013. If last year’s pattern is repeated, where the total 2013 ad spend was 2.3 times the H1 figure of US$689.3 million, then we are heading for a total UK mobile ad spend figure for 2014 of US$2.65 billion.
That would be a 60% increase on the total figure for 2013 of US$1.65 billion, three times 2012’s figure of US$845 million, and 43 times the 2009 total of US$60.4 million.
Mobile now accounts for 20% of UK digital ad spend, compared to 14% a year ago. And of the US$636 million spent on advertising on social media channels, 53% (US$336.8 million) is accounted for by mobile, reflecting (though slightly less than) the proportion of ad revenues that Facebook and Twitter see ......[more]