Due to the Facebook’s launch of Instant Articles in April, WordPress announced the launching of its own plugin that will transform WordPress content into Instant Articles. This plugin is, for now, available on Github and is open source. The tool will soon be available on the official WordPress plugins directory. We are all waiting with anticipation for the launching of Facebook’s Instant Articles and to find out how they will affect the digital world, and to see if this new tool really provides a traffic and revenue boost to the publisher as promised. (more…)
On Sept. 16th, Apple launched their platform for distributing news articles with the help of their own format using JSON. With Apple News Format publishers can generate dynamic, animated multimedia content, available for readers through iOS 9’s new Apple News application. (more…)
Before introducing to you with VAST 4.0, let me remind you of the significance of VAST (Video Ad Serving Template) in the video industry. VAST is XML package for delivering the video content with other information required for advertising. It organizes ad tags that serve ads to video players and transfers important metadata about an ad from the ad server to a video player. VAST was created in 2008 and since it’s creation it has contributed a lot to the evolution of the digital video marketplace, as it has provided the monetization of video content with ads. (more…)
According to SimpleReach, Facebook referral traffic (counting down the desktop and mobile results) to the top 30 Facebook publishers has declined by 32%. This results refer from the beginning of the year till October, states this distribution analytics company.The results are similar with those from SimilarWeb, which looked at the 50 biggest publishers of this social network from the beginning of the year till September. The main question is why publishers Facebook traffic has declined. Some of the publishers stated Facebook doesn’t communicate directly with them about their traffic fluctuations. One of the reasons publishers have listed is that they have difficulties when it comes to isolating its own actions from things Facebook does, and that might directly influence their traffic performance. (more…)
The Interactive Advertising Bureau announced it is launching a new approach to ad standards. The new L.E.A.N. Ads program, created by the IAB Tech Lab, is expected to find the main cause why consumers are turning to ad blockers. The program is going to make sure that targeting is done appropriately, and the user is targeted appropriately before, not after they make a purchase. As IAB believes that ad blocking is a threat to the industry, L.E.A.N. represents a way how IAB plans to address that threat. The first recommendation for publishers is to speed up page loads by no longer pre-loading ads when the units aren’t in view. The second way is retiring video autoplay in many contexts and disposing of flashing and blinking ads. IAB suggests publishers need to turn away advertisers that don’t follow the listed standards. (more…)
IAB announced the creation of a working group and an online hub to help publishers deal with ad blocking from their sites. Cunningham, the general manager IAB’s Technology Lab, stated ad blocking is holding small publishers sites in hostage, making them impossible to progress. There is a possibility IAB might sue ad-blocking companies, but for now the IAB is working to help publishers by educating and informing their users about ad blocking and how to prevent it. IAB suggests that the first step toward communicating with users is identifying users of blockers. Afterwords, IAB suggested a few options, publishers might ask their users to turn off ad-blockers or they might ask users to subscribe to a newsletter (larger publishers might ask people to pay to subscribe). Ad blocking has become a big issue since Apple started supporting mobile ad-blockers with its iOS 9 release. (more…)
The surveyed 529 advertiser decision makers from brands, agencies and media owners globally claim the lack of video inventory in the market is holding back growth in online video advertising, shows the latest Forrester study. Around 70% of surveyed advertisers said their plan is to increase video budgets over the next two years, but 40% said that the lack of premium video inventory is expected to suppress spend increase. In response to market demand, ¾ of publishers have pledged to create more premium video inventory and offer higher volumes of video inventory. Forrester surveyed agencies, advertisers and publishers from the UK, USA, Argentina, France, Germany, Italy, Mexico and Spain.
The latest results of the AOP and Deloitte’s Q4 Report show that online publishers have pocketed a 20% jump in revenue generated through online video. This is a significant increase from the previous quarter which only saw a 3.4% growth in online video. The AOP (Association of Online Publishers) also found that smartphone and tablet revenues increased by 56% during the last year and an amazing increase in mobile revenues of 78%. Total annual digital revenue has almost doubled compared to a similar report done in 2008. Desktop display advertising still plays the most important part in digital advertising revenues accounting 55% of all generated revenues. Experts comment that publishers can be satisfied, because these stats show they are being rewarded for embracing online video as a platform and most likely they will continue to benefit from it.
Here’s one great news for all publishers and video advertisers out there – According to the latest study done by Ad Science, it’s been spotted the increase of viewability of video ads – from 30% in Q3 of 2014 to 39% in Q4 of 2014. This study also found an increase in completion rate for video ads, from 20% in Q3 of 2014 to 26% in Q4 of 2014. Let us hope for the double figure in 2015.