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Asociación Técnica de Diarios Latinoamericanos
Boletín Semanal abril 10, 2019

Avisos interectivos seran la tendencia del futuro

Call them irritating data guzzlers, but native rich-media ads will play a significant role in reviving display advertising across the internet in 2019.

Display advertising in its traditional form has been shrinking for a long time and has reached a point where all those leaderboards and square box ads have become blind-spots for the users. Meanwhile, native display advertising has been growing steadily, and brands are now considering these for standalone deals, not necessarily part of brand-solutions bouquet deals. Oath, in a recent survey, found that native ads drive greater purchase intent than traditional display ads.

The study examined the reactions of 6,000 consumers across the U.K., France, and Germany to primarily understand the value of native beyond traditional click-through rate measurement. It found that native ads raise brand affinity amongst users, with 26 percent more likely to recommend brands they’ve seen on native ads and 15 percent more likely to consider buying from these brands when compared to traditional display.

Rich-media ads are taking display advertising to the next level with user engagement at its core. Ad impressions and CTR numbers will become things of the past sooner than you think, with metrics like interactions per click, time spent per click, view-through rate, and leads per click coming into view.

Brands that like engaging with users and want more subscriptions on their social platforms are now able to do so through interactive ads on publisher websites. Facebook Messenger bots integrated with ads on publisher websites are driving engagement on brand-owned pages. Through these native ads, brands can interact with their buyers directly and carry the conversations further on their own social media pages, or can even design a communication flow that helps the users firm up their minds for a purchase and subsequently lead them to a transaction page.

These innovations not only drive quality engagement for the advertisers — they also mean better monetization for publishers.

Faster data connections, adoption of ad-blockers for traditional ads, and blurred distinction between mobile and desktop innovations will make these ads acceptable and the new normal quicker than we think.  A lot of publishers strong on brand solutions have discarded tradition display advertising from their platforms already. This trend is likely to pick up. On the content side, web publishers that thrive on innovation are already going beyond traditional ad pitches. Ads are going through detailed storyboarding, keeping user journey natural and intent driven. All of this is supposed to empower impact advertising over the internet, with better value for both the brands and the publishers.

Zenith forecasts that global advertising expenditure will increase to $75 billion by 2021, with the largest share allocated toward internet display ads. Rising advertisers’ interest in mobile advertising and better budget allocation for digital will push these innovations in 2019.

Los editores confían cada vez más en la publicidad nativa

La encuesta de este año, que incluyó a 148 ejecutivos de medios de comunicación de 53 países, también reveló que para el 2021, los editores esperan que el 36% de sus ingresos publicitarios totales provengan de algún tipo de publicidad nativa.

"Los editores continúan afinando sus estrategias en torno a la publicidad nativa, ya que desempeña un papel cada vez más importante en sus estrategias publicitarias generales", dice Vincent Peyrègne, CEO de la Asociación Mundial de Periódicos y Editores de Noticias (WAN-IFRA). 

"Con la publicidad nativa, la publicidad se vuelve menos disruptiva y más relevante para la experiencia del consumidor. El apetito por la publicidad nativa crece a medida que la experiencia se vuelve cada vez más importante para cada modelo de negocio, especialmente en dispositivos móviles".

"La publicidad nativa sigue siendo una disciplina bastante nueva para muchos editores, pero está creciendo en importancia financiera", dice Jesper Laursen, fundador del Native Advertising Institute. "Puede que no sea el Santo Grial que solucione todos los problemas de la industria, pero el estudio de este año muestra que se está convirtiendo en una parte integral de su modelo de negocio y será interesante ver cómo evoluciona.”

Además de los resultados de la encuesta, el informe también incluye tres estudios de casos con editores como The New York Times, The Atlantic, JP / Politikens en Dinamarca y Telegraaf Media Groep en los Países Bajos. This year’s survey, which included 148 news media 

A continuación, los puntos a resaltar en el reporte:

  • El 52% de los editores encuestadosrespondieron que la publicidad nativaes muy importante para sus estrategias generales de publicidady el 43% dijo que eso es importante.87% de los encuestados tienen un sentimiento positivohacia la publicidad nativa. 
  • Sin duda, los editores están construyendo y organizando sus operaciones para aprovechar las oportunidades que representa la publicidad nativa: el 42% de los encuestadosdice que ahora tienen su propio estudio de publicidad nativodedicado, en comparación con el 35% del año pasado. Otro 29% tiene un equipo de anuncios nativo dedicado.
  • Sin embargo, muchos editores están utilizando su equipo editorial mucho menos que hace un año, ya que esta práctica ha bajado del 47% al 29%.
  • Un hallazgo desconcertante del estudio muestra que el 9% de los editores no ponen ninguna etiqueta en la publicidad nativa. Es mejor que el 11% del año pasado, pero aún está muy lejos de donde debería estar: 0%.

Los editores estan buscando recursos económicos con la venta de sus bases de datos

Some media companies are finding that they can create new revenue lines by selling their data.

In a survey by Lotame of 300 US senior decision-makers at digital media and marketing companies, one-third of respondents reported that they’re selling their audience data.

“Publishers who choose to sell their data are often driven by one thing: increasing revenues,” said Jason Downie, chief strategy officer at Lotame.

A few publishers are turning to vendors to help sell their audience data to advertisers. Other publishers, like IBM's The Weather Company, are building their own data businesses.

For a publisher, a pro of having a data business is that it can provide a high-margin revenue stream that isn’t too labor-intensive once it is set up and running properly, according to Jeremy Hlavacek, head of revenue at IBM Watson Advertising. One of the drawbacks of publisher data businesses is that it can become difficult to create differentiated products that marketers actually want, since basic demographic data is already widely available, he said.

“Basic data is pretty commoditized and not worth all that much,” Hlavacek said. “More unique data products can fetch good prices and make for a good business, but they require meaningful investments.”

Another potential drawback of selling data is that some publishers worry that doing so will lead them to give away their audience to competitors, according to Downie.

“If they see their audience data as a leg up on the competition, they will be wary of sharing that data with anyone else and losing their competitive edge,” Downie said.

Los ingresos por anuncios impresos caen en los periodicos DC Thompson pero las ventas en expendios se mantienen comparativamente bien

Scottish publisher DC Thomson, owner of top-selling UK regional daily the Press and Journal, saw its newspaper print advertising revenues fall 11 per cent year-on-year to £14.6m in 2018.

The company, which also publishes the Sunday Post and the Evening Express titles, reported newspaper sales totalling £34.1m in its accounts for the year ending March 2018, filed with Companies House.

Magazine print sales were at £42.7m for 2018, down 1 per cent on the year before. Magazine ad revenues were also slightly down – by 2 per cent year-on-year – generating £24.8m.

Shortlist Media, which publishes free women’s weekly Stylist and the now-defunct Shortlist, is the largest source of magazine ad revenue for DC Thomson, which bought it in 2015.

Shortlist Media, which has just rebranded as Stylist Group after closing free men’s lifestyle title Shortlist in print, has doubled its pre-tax losses year-on-year to £8.6m in 2018.

DC Thomson increased its total revenue to £207.3m in 2018, up 2.9 per cent year-on-year, with pre-tax profits also climbing to £71.4m, up from £54m on the year before.

Digital revenues were up by 6 per cent, making up about a fifth of total revenues.

In a statement, company director Andrew Thomson said circulation revenues had held up “comparatively well” given the ongoing trend towards free, digital news sources and away from print.

“This is a challenge and the board and our teams are and have been responding with both a drive for greater efficiency and innovation,” he said.

Overall, circulation sales continue to generate nearly double the income made from advertising, at a ratio of 66 per cent to 34 per cent, for the publisher.

Said Thomson: “This ratio gives our business more protection against advertising declines than many publishing businesses and is important in the context of the competition from businesses such as Facebook and Google.”

The company bought specialist magazine publisher Aceville in September 2018, which Thomson said would “add revenue to our media business and synergies with the business will enhance its profitability”.

It also publishes Dundee-based The Courier, magazines including the Beano, the People’s Friend and My Weekly, and an online family history division.

The company also owns data hosting business Brightsolid and gift and lifestyle website Wild and Wolf, which both saw revenues rise in the year to March 2018.