The latest trends in digital media ads; plus, what are the qualities magazine readers want in aesthetically pleasing websites?
Digital media ads are only one part of a multiplatform strategy amid subscriptions, events, white papers, and other products, of course, but they sure can serve as an important 0ne, depending on your magazine business model.
For all but the biggest, most established publishers (and even sometimes they themselves) generating Internet advertising revenue can be tricky and erratic. While the ad dollars are there, wringing them out with the right online content management and audience development is the key.
Staying ahead of trends always helps. Several recent articles in eMarketer will help you do so. Let’s take a look to start the week!
What Does 2016 Hold for Digital Media, Ads?
Of the six predictions for 2016 from eMarketer, many deal with mobile. Commerce, payments, marketing and messaging, and data … something Millennials are ready to provide.
“As more connected devices come online as part of the internet of things (IoT), and as overall connectivity between people and things increases, more people — and especially younger ones — will give up increasingly more of their personal data to marketers and publishers,”
Current Cross-Device Targeting Data Concerns
Speaking of data, eMarketer interviewed Oracle Data Cloud Group Vice President and General Manager Omar Tawakol about cross-device targeting and first-party data.
“One of the most common things is people take CRM files and onboard them into both online and mobile to match in places like Facebook and Twitter or other walled gardens that have registered users online and in mobile,” Tawakol told eMarketer.
I think that’s actually very good. There are a lot of aspects about walled gardens that I don’t like, but this is one that I do like because they have a login in both places, and they’ve shifted most of their usage to mobile. So if you look at Facebook, a lot of its use is already mobile. So when you do these matches in two places like that, you’re getting real people and you’re getting the majority of mobile. We’re pretty happy about that.
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Digital Publishers Continue to Wrestle With Ad Blocking Programs
According to a study from Cxense and Editor & Publisher, less than 17% of publishers know how many readers are using ad blocking programs. And even when they do, only 14.5% know how to deal with it, eMarketer reports.
“The overarching trend is uncertainty — about whether their own platforms are tracking users employing ad blockers, and whether they have a plan to deal with it. But as industry professionals wonder, ads are being blocked,” eMarketer writes.
“These options are also being taken up by many US publishers, despite widespread uncertainty. A combination of pay walls, friendly reminders to readers that ads are they price they pay for free content, or less friendly notices that without turning off ad blockers, content will be blocked as well, are popping up especially on news sites.”
The Qualities to Keep in Mind When Designing a Website
Ease of navigation and speed are more important tor readers than personalized content, eMarketer reports.
“According to July 2015 research from Undertone, 80% of US internet users said that one of the important factors when choosing which website to visit is that the content is uncluttered and easy to read. Sites with fewer than four ads per page are also important factors for 78% of respondents. Additionally, more than half of respondents (58%) said they are less likely to return to ad-cluttered sites,” eMarketer writes.
What do you foresee for digital media ads in 2016? Let us know in the comments!
To read more about digital media ads in the news, visit eMarketer.
