“Programmatic has forced a separation of editorial and ad space, and we’ve lost context as a result” says John Battelle in Digiday today.
Battelle continues “When readers or viewers come to a site or app, they come for the experience – what I call “the show.” That show provides context to the reader – if they’re on a business site, they are there in the context of being a businessperson. If they are watching a home improvement video, they’re in the context of being a homeowner.”
“Programmatic has forced a separation of editorial and ad space, and we’ve lost context as a result. It’s time to get it back – it’ll be good for quality publishers, good for brand marketers, and great for our industry.”
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Category: News
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Luma Partners have included dianomi alongside Google and six others as the eight most important platforms for content recommendation.
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There seems to be a backlash against clickbait in content units at the moment.
“Publishers’ reputations, not just money, at stake in content suggestion battle” said Ryan Singel.
“The most notable expression of annoyance came from Marc Andreessen, the prominent venture capitalist, who also happens to have invested in digital publications such as Business Insider and PandoDaily. Any serious publishers “should be shot” for using related content links, he wrote, because they degrade the user experience and the advertiser experience. They are a “part of the ‘race to the bottom’ pervading Internet content,” he added, noting that the income they bring in is a short-term substitute for building a long-term quality business.
“There’s no amount of money that justifies that crap appearing on our pages,” PandoDaily editorial director Paul Carr wrote. ”
Said Forbes
“Sleazy tabloid links have taken over the web” said The Verge.
“You all know the links he’s talking about. You’re reading an article about Crimea and the site is suggesting you read an article about getting “bikini ready” next. “
“You all know the links he’s talking about. You’re reading an article about Crimea and the site is suggesting that you read an article about getting “bikini ready” next.” Said EContent.
“Those F%#&!ng content links” Said Medium.
“I’m not suggesting that it doesn’t generate cash or offer data, but it’s not the kind of linkbait that raises brand value”
“I’m not suggesting that it doesn’t generate cash or offer data, but it’s not the kind of linkbait that raises brand value.” Said Rob Mills @ Medium.
“After reading the latest news on the probe into the missing Malaysia Airlines flight MH370 on CNN’s website, would you like to find out about “four ways to run faster, reach your goals and look great”? Asked The Financial Times.
“It goes something like this: While scrolling through the latest coverage on Syria, or doing research on a work project, you reach the end of an article, only to be greeted with the latest tabloid news about Kim Kardashian. With its teasing photo and promise of outrageousness, it takes all your willpower to resist. ” Said AdExchanger.
Now Facebook has shown up many publishers by taking the lead, they said “80% of the time people preferred headlines that helped them decide if they wanted to read the full article before they had to click through” whilst announcing they would crackdown on click-bait.
At dianomi we believe that the context of content is important. For the user. For the brand of the publisher. And for the advertiser.
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dianomi’s high performing Re-Engagement unit has launched on LSE – London South East and can be seen on all article pages
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dianomi’s high performing Re-Engagement unit has launched on Trustnet and can be seen on all article pages.
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Echoing a recent SMSF client, a current ETF client says: “of all the banner ads that are driving traffic to us currently, dianomi placements are far outperforming the others in terms of onsite engagement … other banners are costing money only to have people bounce after a couple of seconds”
dianomi’s units only appear on premium finance publishers.
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Financial Content Discovery Network from dianomi
“We’ve been saying it for years now: What’s the point of creating great content if no one knows about it? If you aren’t going to promote it, your audiences will very likely never discover it – and you will have wasted the resources to create it.” – Content Marketing Institute.
Financial Content (in the right place)– whether in the form of words, graphics, images or videos – is emerging as a critical driver of both revenue and reputation as financial brands aim to position themselves as thought leaders.
Request more information on dianomi’s Financial Content Discovery Network or download content discovery PDF. Recent content marketing campaigns for HSBC and Aberdeen Asset Management.
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dianomi’s high performing Re-Engagement unit has launched on Investors Chronicle and can be seen on all article pages.
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dianomi’s high-performing Engagement unit has been rolled out across Reuters’ UK and India sites following success on the global .com site.
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dianomi now serve 1.5 billion ads per month, up from 1 billion in August 2013 (50% growth in 5 months) and 700m in June 2013, through our financial commentaries units, Re-engagement units and Smart Links.
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