Our Favorite Media Industry Reads From This Summer

August 23, 2012

As we have in previous summers, we thought we would forward to you some reading for that last week of summer when you are on the beach but getting ready to hit the ground running after Labor Day. Hope you find this valuable.

Mobile Reads

Are Publishers Failing On Tablets?

The tablet experience for most magazines means that elegant designs and rich content are undermined by static 96-page PDFs that can take anywhere from a few minutes to over an hour to download. The last time I checked, no one wants to download an entire website to get one page. So why do publishers still make readers download an entire magazine? And why do they insist on delivering their content in 30-day packages that are often written months in advance?

iPad Use To Nearly Double This Year

Young and old consumers are showing the fastest growth in tablet uptake. eMarketer predicts the number of iPad users in the US will rise by over 90% this year to 53.2 million, as loyal users replace older models and new consumers purchase the device.

Study: Facebook Mobile Ads Have Higher Click-Through Rates Than Those on PCs

Early reporting by SocialCode, a Facebook Ads API partner, suggests that sponsored-story “Like” ads that appear in mobile news feeds get more clicks than the same units placed elsewhere.

4 Ways Near Field Communication Will Change Your iPhone Experience

Near field communication is a short-range wireless protocol already used by some smartphones and other devices. A younger cousin to RFID, the technology is like a lower-power, shorter-distance version of Bluetooth. That might not sound like a big deal, but it opens up exciting possibilities. 

Uncovering Demographic Differences in iPad Activities

eMarketer estimates there will be nearly 70 million tablet users in the US by the end of this year, an increase of more than 100% over 2011, and that robust penetration gains will continue annually through 2015.

BII REPORT: The State of Android, a Platform in Transition

Last year, smartphone sales overtook PC sales for the first time, and Android is currently the global market platform leader.

Can Mobile Save Brick and Mortar Stores?

A recent study by researchers at Monash University’s Australian Centre for Retail Studies (ACRS) looked at the role of the physical store within the context of multichannel retailing, and explored what customers are looking for in the store of the future. 

Magid Mobile Study 2012: Study Shows Tablets Achieving Mainstream Status at 30% U.S. Penetration (Login Required)

Magid’s latest study shows just how strongly Smartphones and Tablets have emerged as mainstream, must-have devices – 58% of mobile consumers now have Smartphones, and over 1 in 3 uses a Tablet – with gaming, video, social media, news, and advertising showing some of the greatest usage and monetization potential. The Android OS also continues to show huge strength – approaching a majority of the installed base on both platforms.

Social Reads

Marketing Content Has Short Shelf Life on Facebook

A new study from Omnicom’s OMD concludes that the average content posting by an advertiser on a Facebook page has a surprisingly low shelf life: about 18 hours.

 Vacationing the Social Media Way [Infographic]

Corporate Giants are Getting the Hang of Social, Study Says

A study released last month reveals some interesting data about the use of public social media among Fortune Global 100 companies. The study shows not only a marked increase in the overall use of social media since 2010, but also growing engagement from the customer and corporate side, as well as more focused social media presence. 

Twitter and Facebook Need Better Analytics

As much as social media has become an expected part of all business plans and marketing strategies, measuring ROI on social efforts continues to be a muddy area. And with new social platforms and their associated ad products cropping up all of the time, the issue of social ROI continues to be a challenge.

Facebook Advertisers Find Better Payoff With Sponsored Stories

Facebook’s social ads projected to account for half of the social network’s ad budgets by end of year.

Brands Face Credibility Gap in Social

Brands face a dilemma in social media. People are spending lots of their time with Facebook and Twitter, and, at the same time, they don’t like advertising there, which is historically the case with ads in communication media. To help solve this issue, brands and social platforms have hit on the idea of making their advertising in social not look like advertising at all.

Mediasmith Morsel

Are You On Facebook, Twitter, LinkedIn and Pinterest? So Are We!

Click on the buttons above to join our social media pages and keep up with the latest in Mediasmith company happenings, digital media industry updates and upcoming employment opportunities.

Health Care Social Media: Getting Executives On Board

Among health care marketing/communications professionals there is a gut level recognition that social media are an important part of a marketing mix. Yet, when it comes to pitching social media to the “c-suite,” it can be challenging to clearly quantify impact and return on investment (ROI).

Baby Boomers: America’s Great Consumer Generation [INFOGRAPHIC]

How Zappos Makes $3.50 Per $1 Spent on Facebook Ads

You know Facebook’s getting big with marketers when it shows up in specific job titles. At online retailer Zappos, Nate Luman is the Facebook marketing lead.

Digg’s Forgotten Legacy: Native Monetization

It is easy to feel a bit of schadenfreude when it comes to the messy end to Digg, which was acquired for just $500,000 after taking $45 million in venture capital. And yet Digg was an innovator in one important way: It showed the way with an innovative ad system that was truly native to the experience. For all of Digg’s mistakes, it got the ad part mostly correct.

Gilt Groupes New Live Stream Allows Shoppers to Spy on What Others are Buying

Curious what other people are buying?


A new feature called Gilt Live is launching today on Gilt.com, the New York-based flash sales site for women’s and men’s apparel — it lets you spy, in real time, on other people’s carts (anonymously, of course). The feature enables members of the site to see a livestream of what is being purchased at that exact moment.

Video Reads

Data Points: Tweens and Their Screens:  After TV, computers are the most popular way for preteens to watch their favorite shows

Preteens are at the forefront of technology. They’re not only using gaming systems, CD players and TVs, they’re likely to have their very own, a new study by Mindshare shows.

Demand for Online-Video Ads Could Outstrip Supply During Campaign Season

Record political spending in 2012 will generate such rapacious demand for in-stream online video ads that it could actually outstrip supply come October, according to a new report.

 4 Hurdles for Web Video

“Online video has a scale problem when targeting comes into play,” said Tod Sacerdoti, CEO of BrightRoll. “What’s most attractive for online advertisers is advanced targeting, but when you start getting narrow, that’s when there are constraints on inventory.”

Mediasmith Morsel

4 Metrics That Really Gauge Video Success

Online video is a continuously growing sector. According to comScore, more than 180 million U.S. Internet users watched 36.6 billion online content videos in May — of which more than 10 billion were video ads, setting a monthly record. Furthermore, eMarketer projects that $3.1 billion will be spent on online video ads this year. With so much money being invested into the medium, it is important to ensure the highest ROI possible. The best way to do this is by applying the appropriate metrics to your online video. Joseph Deluca suggests four ways you should be measuring your campaign in an article he wrote for iMedia Connection. Read more here…

Media and Data Reads

The Next Generation Business: Data is the New Platform

When thinking about the value of the data a company collects vs. the traditional value of the product it may produce, collecting and analyzing broad categories of customer + product data is becoming equally — if not more — valuable than the product itself. 

And, if the data is becoming so valuable, then analyzing and mining it ought to provide incremental revenue streams beyond the traditional product-based business model.

How Publishers Sell Ad Inventory

Ad inventory is typically broken down into four buckets: sponsorships, premium guaranteed, audience targeted, and remnant. Each of these buckets can be sold through a variety of sales channels.

Real-time Bidding’s Effect on Analytics

Barring a massive fiscal collapse, somewhere between 2 and 3 billion transactions will be made on the New York Stock Exchange tomorrow. The people trading and bidding on these stocks, bonds, and other derivative products will fail or succeed, in large part, because of the information they have that drives their trading. Information, as they say, is power.

I Heard it Through the Grapevine

Making Measurement Make Sense (3MS) has provided principles and solutions to pressing issues of digital measurement standardization. The one that seems to get the most attention is the proposed move from served to viewable ad impressions. The other one that people talk about is GRPs. But the more traction 3MS gets, the more we hear and read a variety of imprecise, even inaccurate stories about what 3MS or the current stage of testing is about.

Ted Talk: Jer Thorp: Make Data More Human

Jer Thorp creates beautiful data visualizations to put abstract data into a human context. 

The Economics of Online Advertising (Download required)

The industry is abuzz about viewable impressions and what a viewable impression currency would mean for the digital and multi-platform advertising industry. This ComScore white paper helps to advance this industry-wide conversation by using core economic principles of supply and demand to demonstrate how a viewable impression currency will provide a win-win scenario for the buy- and sell-side players in the advertising ecosystem. 

Real-Time Bidding Meets Multichannel in a Data-Driven World: New Report

A key trend highlighted in our recently published Real-Time Bidding Buyer’s Guide is that media buyers working with RTB for their display campaigns are gradually translating these capabilities to other channels, such as mobile, video and social.

Digital Advertising Reads

Bridging Online, Offline in the Digital Era

Integrated marketing has been a mantra of the media world for years. But it’s now becoming something of an imperative as media channels proliferate and consumer attention fragments.

A recent study by NBC Universal’s Integrated Media found that consumers feel that a brand’s real-world presence impacts their purchasing decisions (49 percent) nearly as much as a brand’s digital and major media presence does (51 percent). The implication for brands is a no-brainer: The combination of virtual and real-world campaigns is important.

WTF Digital Marketing

Digiday has created a Tumblr blog called “WTF Digital Marketing” to compile examples of tone-deaf digital marketing and missed opportunities. Here are our last couple of finds from fan submissions and also from around the Web.

Consumer Behavior Reads

Global Online Consumers and Multi-Screen Media: Today and Tomorrow R

Nielsen reports that…

  • 36% of global online consumers report owning a smart phone, up 15 percentage points since 2010
  • 35% of online respondents worldwide say they are likely to make payments with their mobile phones

Secret E-Scores Chart Consumers’ Buying Power

These digital scores, known broadly as consumer valuation or buying-power scores, measure our potential value as customers. What’s your e-score? You’ll probably never know.

Compelling Business Reads

What the Most Successful People Do Before Breakfast

Mornings are a great time for getting things done. You’re less likely to be interrupted than you are later in the day. Your supply of willpower is fresh after a good night’s sleep. That makes it possible to turn personal priorities like exercise or strategic thinking into reality.

Steve Wozniak: Cloud Computing Will Cause ‘Horrible Problems in the Next Five Years’

Steve Wozniak really, really doesn’t like the cloud.

The Apple co-founder slammed cloud computing during a Q&A after a recent performance of The Agony And The Ecstasy of Steve Jobs, the controversial play by Mike Daisy.

Mediasmith Morsel

From a Wall Street Journal article on Pinterest: “Pinterest drives more traffic to Williams-Sonoma and Martha Stewart Living than Facebook and Google combined.”