In today’s Signal: Taking on the mobile advertising critics; craving authenticity in a branded world; The Daily is dead; Adweek’s “Hot List” is out; digital anti-predictions (what won’t happen next year); what’s next for the Native Ad Movement; petitioning for a free and open Internet; and more.
To the links…
Why the Critics are Wrong About Mobile Advertising (GIGAom) It’s time to see mobile advertising for what it really is: effective. So says Victor Malachard, co-founder and CEO of Adfonic. The standard argument goes that advertisers won’t invest as heavily in mobile as they do online because mobile ads don’t work. Mobile has its own challenges, sure, but the biggest companies in the world are angling for mobile leadership simply because their audiences continue to shift in the millions to access content on smart phones and tablets.
Authentocracy in America (Slate) New York City-based writer Paul Ford reviews Sarah Banet-Weiser’s Authentic™: The Politics of Ambivalence in a Brand Culture, and does so in a most provocative way. “The issue is not just that we live in a branded world and crave the authentic,” writes Ford, “but that the nature of the ‘authentic’ has become as fluid and reactive as the world of advertising itself.”
News Corp. Shutters The Daily iPad App (ATD) Less than two years after The Daily launched, News Corp. abandons its attempt to create a newspaper for the iPad era. The announcement was made in the midst of other organizational changes in advance of the company’s upcoming breakup, which will spin off the publishing assets into a new, separately traded company. The Daily app “was initially hampered by technical problems, but its key issue was a conceptual one,” writes Peter Kafka. “While the app boasted lots of digital bells and whistles, in the end it was very much a general interest newspaper that seemed to be geared toward people who didn’t really like newspapers. You can’t make that work no matter what kind of platform you use.”
And since The Daily is dead, an obit, courtesy of the Associated Press, is in order …
The Daily Doomed By Dull Content and Isolation (AP) “It was too expensive. It lacked editorial focus. And for a digital publication, it was strangely cut off from the Internet,” posits writer Ryan Nakashima. “Critics say The Daily‘s day-to-day mix of news, opinion and info-graphics wasn’t that different from content available for free on the Internet. And despite a high-profile launch that drew lots of media attention, the publication failed to build a distinctive brand.”
The Hot List (Adweek) It’s here — Adweek’s Hot List of “media brands and media people thriving despite competition, market forces and that bugaboo of every business: the ever elusive consumer.” To come up with Hot Lists in three categories — print, television and digital media — factors including advertising business, audience numbers, category supremacy, creativity, innovation, industry accolades and social buzz were studied. Readers also had their say. The Atlantic and New Yorker top the print category “Best Magazine to be Seen Reading on the Subway,” AMC and HBO take prizes for the ‘Hottest Network for Drama” on television, and the nods in the “Biggest Time Suck” category go to Twitter and Facebook.
What Brands Say Won’t Happen in 2013 (Digiday) ‘Tis the season to predict! But leave it to Digiday to switch things up. Instead of asking digital execs what will happen in the new year, Digiday asked about the things that won’t happen (that everyone seems to think will). The answers might surprise you.
Native Ads In 2013: Scale, Headlines As Banners, Mobile, Samsung, And Yahoo (TechCrunch) Over the past five months, Dan Greenberg, founder and CEO of native video advertising company Sharethrough, has written extensively about the native ad market. In this piece, he explains why he believes the ‘Native Ad Movement’ is in full swing, why the future of the native ad industry lies in the hands of the creative agencies and marketers who produce quality brand content, and what he sees on the horizon.
Keep the Internet Free and Open (Google Blog) Vinton “Vint” Cerf, a computer scientist who is recognized as one of “the fathers of the Internet,” reminds us that the International Telecommunication Union (ITU) has convened in Dubai to revise a decades-old treaty in which only governments have a vote. Cerf is extremely concerned, as are many others, because some proposals could allow governments to justify the censorship of legitimate speech, or even cut off Internet access in their countries. So he has a petition for you to sign.
The Pressures of Content Creation (Scott Monty) Scott Monty, the global head of social media for Ford Motor Company, overcomes his writer’s block of late and shares some thoughts on creating content in today’s always-on world. Rather than a how-to guide, these are simply his observations on what impacts the process.
How Tumblr Incorporates Advertising Without Users Noticing (BI) At Business Insider’s IGNITION: Future Of Digital conference last week, Rick Webb, a consultant on marketing and revenue at Tumblr, discussed how the company is using advertising and if it’s actually working. (Video)
If You Don’t Watch Sports, TV is a Huge Rip-Off (The Atlantic) If you’re a cable subscriber, a giant share of your monthly bill goes to sports programming. So, if you’re not a TV sports fan, Derek Thompson wants you to know that “you’re one of the suckers paying an extra $100 a year for a product you don’t consume.”
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