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Asociación Técnica de Diarios Latinoamericanos
Boletín Semanal Noviembre 11, 2018

Forma en que USA Today esta enfocando su tecnología más allá del anuncio

News publishers have had an on-againoff-again relationship with personalization. But for USA Today Network, it is very much on, thanks in part to the targeting and taxonomy infrastructure it’s built to target ads.

The local news publisher, which operates over 100 different sites in local markets, has been suffusing personalization into its digital product — from its article recommendations to its mobile app to its advertising delivery to its subscriptions. While it gathers data signals from a lot of areas, it’s used the technology stack for natural language processing, tagging, categorization and sentiment scores to develop signals it uses to personalize those areas.

USA Today sees its investment in personalization technology as being in an early stage. But as it continues to diversify its revenue streams, it recognizes plenty of opportunities that could use the technology to help grow subscriptions, deliver branded content and even make recommendations to advertisers.

“Subscriptions, ad yield and engagement … we’re going after all three,” said Jason Jedlinski, svp of consumer products at Gannett. “I’d say we’ve just started.”

While many of its experiments are small — confined to one or two markets — a lot of the product tweaks it’s piloted, either with its national brand, USA Today, or with smaller ones, have been implemented across all its local titles. This month, it will begin testing a module called My Topics, which is filled with content personalized to each user, in the mobile apps it’s launched for markets in Bergen, New Jersey; Reno, Nevada; and Redding, California. A test designed to put more branded content in front of readers was rolled out across all its markets in the first half of this year, where USA Today is using the kind of story a reader has clicked on to determine whether they should be recommended a piece of branded content.

The priority common to all of USA Today’s efforts is getting people to consume more content, principally by taking cues from user behavior. For example, the personalized video and photo gallery modules it recently launched in its local market apps only appear for users who have watched at least three videos, or viewed at least 75 gallery images, respectively, over their last five sessions in the app.

Over 25 percent of the mobile app users who saw these modules interacted with them in some way, either by scrolling through its contents or clicking on them, Jedlinski said.

If people don’t respond to the modules or get sick of them, they can easily remove them. “We’re not going to draw a giant conclusion [from past behavior],” Jedlinski said of those thresholds. “But it’s enough for us to plug more videos in.”

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It can be easier to personalize an app experience, where a publisher can store information about an audience and what its members like. But for areas of USA Today’s product frequented by anonymous users, the sites use information about where audiences are coming from — mobile search versus a social media referral, for example — as well as the kind of article being read to figure out whether that person is likely to read next.

It is also testing whether that information can inform who should see USA Today-produced branded content as they browse its sites, both on desktop and on mobile.

Most of what USA Today experiments with is so-called passive personalization, in which a digital product decides what to show a user, without their input. Jedlinski said that it’s prioritized that while also trying to maintain a measure of transparency. Users who are shown the recommended video modules, for example, are told that they are seeing the module because they’ve watched videos in the app in the past. “We didn’t want to get the creep factor,” he said.

In recent years, publishers have turned to personalization to optimize everything from display inventory to the placement of native advertisements. Though the gains are sometimes marginal and remain out of reach for many smaller publishers, observers expect personalization features to become more commonplace among publishers as they continue to focus on driving consumer revenue.

“When you think about the distribution strategies that a publisher has to have today, converting that referral traffic into a loyal customer is paramount,” said Claudia Page, svp of partner product at Dailymotion.

La inversión publicitaria crece un 06 por ciento de enero a septiembre de 2018

En el periodo de enero a septiembre de 2018, la inversión publicitaria destinada a medios convencionales ha crecido un 0,6% sobre el período equivalente del año anterior, alcanzando una cifra de 3.125,2 millones de euros, frente a los 3.107,9 millones de 2017, repitiendo el porcentaje de incremento registrado en el primer semestre del presente año, tal y como confirma Infoadex.

Televisión, se mantiene como primer medio por volumen de inversión, al obtener 1.508,1 millones de euros, a pesar de haber retrocedido un 1,3% frente al mismo periodo del año anterior. Internet se consolida como segundo medio por valor absoluto de inversión publicitaria al crecer, en los primeros nueve meses del 2018, un 12,8% en inversión, con 515,2 millones de euros. Diarios, que ocupa el tercer lugar por cifra de inversión, se sitúa en 359,3 millones, continuando con caída significativa, un -6,1% frente al año anterior. 

Radio, el cuarto medio por volumen de inversión, experimenta una subida del 3,4% en el periodo, consiguiendo 289,9 millones en los nueve primeros meses del año. Exterior, con un crecimiento del 0,9%, se sitúa en una inversión de 259,5 millones de euros. Revistas, cuya inversión de enero a septiembre es de 159,3 millones, decrece un 5,4% respecto al mismo período del año anterior.

Suplementos y Dominicales caen un 8,4% sobre los nueve meses correspondientes al año anterior y 17,6 millones de euros. Cinepresenta un crecimiento del 4,0%, con lo que logra una cifra, en el período enero-septiembre de 2018, de 16,2 millones de euros.

Mediaset y Atresmedia se reparten la tarta publicitaria

En el periodo enero-septiembre de 2018, la inversión publicitaria del grupo de las televisiones nacionales en abierto ha decrecido un -1,2%, consiguiendo 1.364,0 millones de euros de inversión, que se corresponde con una cuota de mercado del 90,4%.

Mediaset España, con una evolución del -0,5% respecto al mismo periodo del año anterior, ha obtenido una cifra de 658,5 millones de euros, resultando una cuota de mercado del 43,7%.

Atresmedia ha alcanzado una cifra de 617,2 millones de euros que se traduce en un decrecimiento del -3,5% respecto al mismo periodo del 2017, situando su cuota en el 40,9%. 22

A su vez, la inversión publicitaria en el grupo de las televisiones autonómicas concentra en los nueve primeros meses del año, una inversión de 70,7 millones de euros, lo que supone un descenso del -12,3% sobre los 80,6 millones que se registraron en el mismo período de 2017. Esta evolución sitúa la cuota de mercado de este grupo de televisiones en el 4,7%.

Los canales de pago muestran en el período analizado, un crecimiento del 10,9%, alcanzando una inversión publicitaria de 73,4 millones sobre los 66,2 millones que tenían en los primeros nueve meses del año anterior, obteniendo una cuota del 4,9% del mercado.

La Unión de Medios de Noticias está tratando de revivir el caso de los anuncios con sus miembros

Even within the newspaper industry, there is talk that print advertising revenue remains in free fall and that print editions in many markets may disappear sometime in the next decade.

The industry's trade association, the News Media Alliance, begs to disagree. A new marketing book, "News Media Panorama," released today, tries to reframe the case for print and digital advertising in its member publications.

Historically, the newspaper ad buy was sold as having unequaled reach within communities.  That is still on a list of benefits, but falls eighth among eight. Instead, the top two selling points are placing advertising alongside "trusted local journalism" and in a "brand-safe environment."

The book cites positive credibility studies from Gallup, Pew Research and Kantar Media, particularly findings documenting a big gap in trust in favor of print compared to social media.

As for the brand-safe environment, Rebecca Frank, the Alliance's vice president for research and insights, said in a phone interview, "We are still working through exactly how we define it." Clearly, though, the implication is that an advertising placement on social media could end up adjacent to raunchy material, hate speech or made-up news stories.

Putting trust in journalism as the top feature, Frank said, makes the point that readers "trust news media for their information about the world and for purchase decisions, too."

In her introduction to the 78-page market book, Frank puts it this way:

"When looking at the relationship between the news media industry and advertising, one often thinks of the monetary side of the partnership. But there’s more to it than that. The most valuable asset to an advertiser is a respected and reliable partner that their audience trusts. With news media, you get that respected partner."

The Alliance has opened its membership to digital-only sites, but newspapers still dominate. The Panorama book makes the point that newspapers now offer digital, video and audio options. That gives the news organizations growing ability to customize "creative and innovative advertising and marketing solutions."

And the news audience tends to be affluent and well-educated. Households of print readers out-earn the national average by $5,900 a year, according to Nielsen-Scarborough Research. And online news media readers enjoy an even larger advantage: $19,000 a year ($73,600 vs. $54,700).

Other sections of the book make more familiar points — that consumers pay particular attention to circulars and coupons in news media as they shop and that the publications, in one format or another, reach 136 million U.S. adult consumers in the course of a week.

The Alliance does not represent broadcasters (who have trade association of their own), and there are no comparisons in the book to the effectiveness of broadcast ads.

"We don't want to say (advertisers) need to choose one or the other," Frank said.  "We do make the point that news media catch them (readers) at an important moment when they are consuming information."

My own take is that a big local advertiser — a car dealership, for instance — these days is typically going heavy into targeted digital ads and broadcast, with a supplement of some direct mail and print.

Frank joined the Aliance staff in November 2017, after working in public relations and at a business news aggregation site. Talking to publishers and advertisers and pulling together relevant research has been her main emphasis in the year since, she told me.

The American Press Institute is overseen by the alliance's foundation. It has taken the lead in audience and content research on such topics as matching topics to the particular areas of interest in a given community and refining an approach to adding paid digital subscribers.

So that cedes research on advertising and other area of revenue growth to Frank's operation.

Frank said that her hope is that this

The New York Times esta digitalizando sus archivos fotograficos con la asistencia de Google

One of the points of The New York Times’ 2014 Innovation Report was that the paper had missed an opportunity to use its archived content. The Times is trying to correct that, digitizing its physical archive of around 6 million photos dating back as far as its beginnings in the mid-1800s.

Archived material is a big advantage that legacy publishers have over newer competitors and can be redistributed to increase traffic, packaged and sold in the form of back issues and photos and used to build advertising, as publishers including The Atlantic and The Economist have done.

The Times didn’t rule out using the archive for commercial purposes down the road, but said for now, the digital photo archive’s use is limited to the newsroom, which will use it to inform news coverage and resurface images that have relevance today.

“We have covered the world for such a long time we just have this vast store of information,” said Monica Drake, assistant managing editor at the Times. “The immediate goal is to take advantage of all this material and information we’ve gathered for so long and bring it back to life. We want The New York Times to be a place people go if they want to know what was happening a century ago or when was the first time an attorney general stepped down.”

The Times created a storytelling team led by Veronica Chambers that will publish photos from the archives and support other desks with archival photos. The first results of this will be a photo essay showing California’s development that will be published this weekend.

The Innovation Report and reports like this one by the Times about black history helped show the value of the photo archives, said Drake.

“We realized what a treasure we have and that they resonate with a digital audience,” she said.

The problem was that all these photos have been stored in a morgue in folders that had to be manually sifted through. They often are categorized in ways that made sense at the time but no longer do, Drake said.

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“There was a zoot folder,” she said. “Apparently at some point someone said, ‘We shoot this so much, we need to create a folder.’”

Manually tagging the photos in an archive would take a lot of work, so the Times put it off. The Times hired a 10-person team to scan and upload the photos. It’s using Google to store photos in the cloud and make it easier to search the scanned photos by converting hand-written captions to text. The work started this summer and is expected to take a year or more to complete.

The arrangement is part of the Times’ relationship with Google as a Google Cloud customer. Both the Times and Google are announcing the archiving work Nov. 9. The announcement is unrelated to the Google News Initiative Cloud program to help small- to medium-sized media companies with tasks including digitizing photo archives.