Article Watch March - 'Must Reads' Powered by MediaScope
Each month Denise Shrivell from MediaScope, offers a series of must read articles for the digital media community....
1. Happy 25th Birthday to the Internet – Take a look at the early days of 25 of today's best known websites including Facebook, Twitter & Google. Also, internet founder Tim Berners Lee, blogs on this 25th Anniversary outlining his vision for the future of his invention saying "Let's keep it free and open".
2. AMI Senior Marketers Monitor - results from the Aust Marketing Institute's annual survey where they ask members to highlight their intentions, priorities & challenges for the year ahead showing expected increases in ad spend in some channels & a focus on owned & earn media. A must read.
3. Buying & Selling Media in 2020 (MediaCom) - A recent US survey on the future of media buying shows the trends which are likely to progress & accelerate well into the next decade including the continued blurring of lines between traditional & digital media & cross channel measurement. Also highlights how marketers can prepare for 2020 - just 6 short years away!
4. Here's What Success Looks Like in a Post Page View World (Digiday) - "The digital media world revolves around two flawed metrics — pageviews & advertising click-through — and it's high time that change. The question is what the digital publishing metric of the future looks like if we're not counting up impressions & clicks."
5. Why So Many Digital Publishers are Flocking Back to Print (Digiday) - US online publishers like Politico, Pitchfork & Pando (& Taste.com.au & Kidspot closer to home) are doing a 180-degree flip from the typical publisher transition from print to digital by creating magazines to supplement their websites.
6. Multiscreening And Simultaneous Media Use: Unlocking The Golden Age Of Digital Advertising (via Forbes) - When marketers think of multiscreening, they often see it is a new challenge or obstacle: "How do I compete with the distractions of the smartphone or the tablet, while my audience is watching TV?" Marketers tend to view these distractions as a new problem. They are not.
7. Larry Page – Where's Google Going Next? - Onstage at TED2014, Charlie Rose interviews Google CEO Larry Page about his far-off vision for the company. It includes aerial bikeways and internet balloons ... and then it gets even more interesting, as Page talks through the company's recent acquisition of Deep Mind, an AI that is learning some surprising things.
8. Dealing with Data Frenzy (via Monday Note) - For any digital publisher, relying on data is no longer an option nor a luxury. It has become a necessity. Each passing quarter confirms the demise of digital advertising: yields continues to fall, programmatic buying (most often operated by large third party players) takes over and continues to fuel deflation.