Comments on: The massive advertising shift that Twitter is trying to capitalize on with its API http://paidcontent.org/2013/02/21/the-massive-advertising-shift-that-twitter-is-trying-to-capitalize-on-with-its-api/ The economics of digital content Mon, 20 May 2013 23:21:42 +0000 hourly 1 http://wordpress.com/ By: Guy Cookson http://paidcontent.org/2013/02/21/the-massive-advertising-shift-that-twitter-is-trying-to-capitalize-on-with-its-api/#comment-201360 Wed, 06 Mar 2013 20:20:58 +0000 http://paidcontent.org/?p=224967#comment-201360 This is a really interesting piece, and we are looking at developing an API too in the future.

But right now what we are focussed on is giving premium publishers a way to justify charging a premium for their advertising.

The problem is IAB units have become just another commodity. And just as in any other market, if what you’re selling can be bought elsewhere for less it’s almost impossible to retain your margin.

But we believe there is another way, and that’s for publishers to have their own native ad formats that are exclusively theirs and that deliver a better return for their advertisers and a better experience for their users.

If of interest there’s a brief summary here: http://www.slideshare.net/Respond/respond-for-publishers

Thanks

Guy Cookson
Co-Founder
Respond

]]> By: Greg Satell http://paidcontent.org/2013/02/21/the-massive-advertising-shift-that-twitter-is-trying-to-capitalize-on-with-its-api/#comment-200719 Sun, 24 Feb 2013 12:34:15 +0000 http://paidcontent.org/?p=224967#comment-200719 I think you’re conflating a bit here. Without going into detail, different advertising channels have different tasks.

For instance, paid online media today is often more about retargeting than targeting (i.e. identifying people who’ve already shown some interest), so it makes sense that they are automated.

Owned and earned media are more about generating interest (again, I’m oversimplifying a bit), which requires more human driven imagination.

They’re not competitive as much as they are synergistic.

]]> By: pc4media http://paidcontent.org/2013/02/21/the-massive-advertising-shift-that-twitter-is-trying-to-capitalize-on-with-its-api/#comment-200616 Fri, 22 Feb 2013 13:42:00 +0000 http://paidcontent.org/?p=224967#comment-200616 There will be a connection between algorithmic advertising and inbound marketing. I believe that it’ll be through paid distribution of content that is personalized to the user based on context, behavior and demographics. Outbrain is making the connection quite well proving that ‘delivering content in a personalized way’ gets much higher click through rates than advertising.

Inbound marketers are creating lots of great content, but it doesn’t get read by enough people organically.

Steve Hall wrote about this in “How Inbound Marketing Can Fuel Native Advertising” article:
http://blog.hubspot.com/blog/tabid/6307/bid/34166/How-Inbound-Marketing-Can-Fuel-Native-Advertising.aspx

In an article I wrote recently called, “9 More Reasons to Invest in Inbound Marketing”, I talked about how “Inbound Marketing Creates the Foundation for Generating a Measurable ROI from Advertising.” #5 in the article: http://www.collaborativegrowthnetwork.com/blog/bid/94881/9-More-Reasons-to-Invest-in-Inbound-Marketing

You’re spot on with this Matthew. Let me know if you want to talk about it. I think there’s a lot of disruption about to occur when inbound gets combined with the right algorithms.

]]> By: martinvebber http://paidcontent.org/2013/02/21/the-massive-advertising-shift-that-twitter-is-trying-to-capitalize-on-with-its-api/#comment-200598 Fri, 22 Feb 2013 10:29:26 +0000 http://paidcontent.org/?p=224967#comment-200598 Cool..Wonderful Idea..Thanks.

]]> By: Mathew Ingram http://paidcontent.org/2013/02/21/the-massive-advertising-shift-that-twitter-is-trying-to-capitalize-on-with-its-api/#comment-200570 Thu, 21 Feb 2013 23:36:01 +0000 http://paidcontent.org/?p=224967#comment-200570 That’s a great idea, Francine — thanks!

]]> By: francine hardaway http://paidcontent.org/2013/02/21/the-massive-advertising-shift-that-twitter-is-trying-to-capitalize-on-with-its-api/#comment-200559 Thu, 21 Feb 2013 19:59:34 +0000 http://paidcontent.org/?p=224967#comment-200559 You might want to talk with Rodney Mayers at Proximic, a Palo Alto company that analyzes this kind of programmatic buying for “safety.” Is it appearing where you want it to? Are you next to something you wouldn’t want your ad next to? Ad collisions, sites with big hits but useless content for most brands (Manga, adult dating), and so on. I’ve been wildly re-educating myself as I teach Business and Future of Journalism:-)

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