“You have to bring a big audience to the table.”
“A journalist’s job isn’t over when the story is published. A journalist’s job begins when the story is over."
“Invest in growing your audience.”
"Shareability is a key indicator of success for advertisers”Quotes from Mark Hollands
“I say this with respect: I have to say I often find that not just panelists, but indeed agency people are quite contradictory.”
“It’s about data. It’s about gut. You should do more video.”
“We decided we soul redesign our readership survey and reimagine it for the future.”
“We look at ads and see how they work for consumers.”
“Striking images encourage considerations and reconsideration.”Quotes from Trevor Fellows
“There is enormous amounts of commercial news around our listeners.”
“For our readers, print performed better, which was somewhat of a surprise.”
“There’s a difference in consumer behavior when they come to Wall Street Journal and brands engage with us.”Quotes from Siddharth Suri
“Do a bit more experimentation.”
“We’re just in it for the science and to help the industry.”
Beginning this role in 2013, Zimbalist oversees product, systemic, operational, and programmatic advertising. He founded The New York Times R&D group in 2006, remaining in his role as manager today. It was at this time that he began his career within research and development with The New York Times. He was the founder and President of Online Publishers Association prior to starting with The New York Times, 2001-2006.
About Mark Hollands
Mark Hollands joined The Newspaper Works in mid-2013. He has spent more than two decades in the media and technology industries. Among his roles, he was Asia-Pacific Vice-President of Gartner and head of Asia sales for Dow Jones Inc. As a journalist, he has worked for The Australian and a number of London-based newspapers, including the Daily Mail and News International titles. Before joining TNW, he was chief executive the Pacific Area Newspapers Publishers’ Association (PANPA). He is also chairman of The Readership Works.
About Jim Friedlich
Jim Friedlich co-founded Empirical Media in 2011 and serves as its CEO. Jim is a highly experienced media operating and investment executive, with a background in private equity, venture capital, and both traditional and digital media. Jim leads client engagements in multiple media sectors. From 1990 to 2000, Jim managed the global advertising sales, consumer marketing and business development of a large and diverse group of Wall Street Journal and Dow Jones & Company newspapers, magazines, web sites, cable TV channels and conferences. He served on the Board of Directors of CNBC International, as well as joint ventures with Nikkei, Handlesblatt, and the Financial Times.In 2001, Jim co-founded ZelnickMedia, a New York-based private equity investment firm focused on media and telecom. From 2001-2010, Jim lead the firm’s investment in publishing and information services. He was integrally involved in the acquisition and management of Time Life (direct-response media), Take-Two Interactive (video games), Alloy Media (television and digital media), and ITN Networks (broadcast television). Jim served as Executive Chairman of Naylor LLC, the leading business-to-business media services provider for trade associations throughout North America, a ZelnickMedia portfolio company.
About Trevor Fellows
Trevor Fellows has had a long and successful career in global ad sales. He has served as Bloomberg’s Head of Global Media Sales in the U.S. and the U.K. and was also Head of Distribution and Ad Sales for EMEA and Asia.
About Siddharth Suri
Siddharth Suri is a founding member of Microsoft Research, New York City. Prior to founding Microsoft Research, Suri was led by Dunca Watts as a member of the Human & Social Dynamics Group at Yahoo! Research. His research marjorily falls into one of two categories: computer science and behavioural economics.
Panelists explored the innovations and data behind advertising campaigns at the INMA World Congress on Monday.
Trevor Fellows, head of global media sales at The Wall Street Journal, said news brands have the power to cut through the digital noise. This is crucial for advertising partners.
Wall Street Journal partnered with BAV consulting to run Brand Asset Valuator, measuring brand strength and brand stature. Brand strength explores brand differentiation and relevance. Brand stature includes esteem and knowledge of the brand.
The survey focused on three types of people: all non-readers, WSJ readers, and “comparable” non-readers.
The research found that Wall Street Journal advertisers are more compelling to readers. The company also learned something surprising, Fellows said: “For our readers, print performed better.”
Invest in your growing audience, said Michael Zimbalist, senior vice president advertising product, research and development at The New York Times. Advertisers want two things: to reach audience at scale, and have a high degree of engagement with that audience.
What advertisers really want, Zimbalist said, is the same level of engagement your audience has with your news content. That’s where news media company’s audience relationship is key.
“You have to bring a big audience to the table,” he said. Branded content combines the advantages of news companies’ audience relationship and content expertise.
Branded content means building ad segments around the winning solution of engagement.
Zimbalist shared a case study based on an advertisement campaign run for The Imitation Game. The game was shared on social media, and sometimes spent four minutes on the page, Zimbalist said.
“Shareability is a key indicator of success for advertisers,” he said.
The most important thing is to keep the audience relationship based in a foundation of trust with your news media brand, Zimbalist said.
“We spent a lot of time making sure that what we did raised the bar for disclosure and transparency.”
Mark Hollands, CEO of The Newspaper Works, shared the process of re-designing and re-imagining his company’s readership survey for the integrated audience news brands strive to have.
The Newspaper Works’ Enhanced Media Metrics Australia (emma) survey creates a huge knowledge bank of how readers and non-readers behave as a consumer. Emma offers potential ad partners the opportunity to add their audience knowledge as well.
“This database has the ability to fuse other data,” Hollands said.
The Newspaper Works also uses geoemma, which uses location information as well as consumer behaviour data to determine propensity to buy based on location compared to the national average.
The company releases benchmarking studies every two weeks, tracking impact of ad campaigns. Studying how components of an ad campaign affected an audience, research found headlines drive sales, copy creates environment where people will trial a product, and images prompted consideration and reconsideration of a product.
In a real estate case study, 850,000 home sales were tracked over two years. Homes were sold faster and for a higher price when they were advertised in both digital and print.
Siddarth Suri, senior researcher at Microsoft Research, shared findings about annoying and time-based ads.
Research done on cost of ads and the potential audience lost showed bad ads cost roughly US$1CPM.
Research on ad recall found increased exposure raises its memorability, but with the first 10 seconds being the most crucial. Time after those first 10 seconds leads to diminishing returns.
When considering the choice between multiple, shorter ads and fewer, longer ads, Suri said swapping out ads more frequently created more value for brands.