Digiday Publishing Summit - 5 Take AwaysDigiday Publishing Summit

Intermarkets attended this year’s Digiday Publishing Summit which was held in Miami, Florida, with other premier worldwide publishers. For years, Intermarkets has had a strong presence at these conferences.

Discussions began surrounding the platform era and provided insight on how some publishers are fearful of which platforms to distribute their advertising content on.

Ad blocking frustration is growing with many paid apps that have ad blocking capabilities. Solutions may exist with how quality, branded, advertising content, can potentially close future ad blocking capabilities.

Monetizing mobile is also another challenge for publishers because the rates are very different from desktop. As in desktop, viewability is a concern on mobile and advertisers want to ensure quality environments.

Pre-roll video ads pose another headache for publishers and viewers. Ads are sometimes longer than the content the viewer is trying to access. The first few seconds of a video advertisement will determine if the user will watch or move on, otherwise the viewer is lost.

With programmatic advertising firmly established, “Mo programmatic Mo Problems” rings true. With so many intermediaries buying and selling into programmatic, understanding is difficult. While this advertising is efficient, it makes viewability standards difficult, which could also impact the user’s experience.

Earlier this year, Intermarkets teamed up with the data scientists at SimilarWeb to append the Drudge Report’s referral traffic, and its impact on advertising and other publishers. Conclusion: the Drudge Report is a rare, unique premium publisher driving hundreds of millions of external visits each month. (Scroll down for infographic)

The Drudge Report has a profound effect on America’s premier news outlets: it’s the top source for referral traffic to industry powerhouses like Fox News, CNN, The Wall Street Journal, the Associated Press, and Reuters among others. That alone is extraordinary. But the Drudge Report also has a disproportionate impact on entertainment outlets as well.

When we look at the advertising side, the importance of knowing your audience is paramount—and The Drudge Report’s traffic is nearly 90% direct. Premium publishers attract, and can be defined in part by, the loyalty of their audience. The Drudge Report’s two million unique daily visits and 700 million monthly visits certainly qualify.

In the Drudge Report, advertisers find content quality, powerful distribution power, and an audience they can rely on, while publishers benefit from the Drudge Report’s referral power.

Take a look at our infographic and let us know what you think about the power of the Drudge Report!

Drudge Report Infographic

Check out SimilarWeb here.

Intermarkets has been the exclusive ad representative for the Drudge Report for over 15 years, and has created a leadership position enabling Premium Programmatic Solutions for advertisers.

It’s exactly 8 days until Election Day 2014. All the fundraising is done. The battle for positioning is over for the most part. The attacks, counterattacks, and defenses have mostly been launched.

Now there’s only time left for two things: convince persuadable voters that you’re the best candidate for the job, and get your supporters to the polls.

GOTV with Intermarkets bannerGOTV

The Intermarkets portfolio is the best place to reach both of these audiences. Our exclusive publishers—like The Drudge Report, CNS News, the Media Research Center, and others—combine for over 28 million unique users every month.

These are the most active, politically astute audiences online. These are the community leaders, influencers, and activists you need on your side to win.

Our exclusive portfolio is a crucial part of winning GOTV plans, but to win, candidates need more than just their base.

View our portfolio here.

Persuadable Voters

Campaigns don’t stop with the base, and the Intermarkets portfolio has very strong reach into right-leaning, independent, and center-left voters. The Drudge Report and our other exclusive publishers, like RefDesk, The Grocery Game, and Creators.com are serious hubs for soft Democrats and independent swing voters.

Our huge audience can be targeted to millions of visitors of all political persuasions.

We are the #1 referrer to the top news and political outlets. The New York Times, The Washington Post, and nearly every other national news outlet. These are the voters you need to convince to win.

Putting Your GOTV in Context

Context is crucial. Your ads are more powerful when they compliment the news or content your audience is already reading. They can be run while voters are reading their political news or searching for info that may sway their vote between now and Election Day.

We can serve your foreign policy ad to users reading about ISIS or Putin, your jobs pitch to families worried about the economy, or your ObamaCare hit to the voters reading the latest healthcare news.

This is it. You can’t afford to leave any votes on the table.

viewServices

Richard Nixon Campaign Sign

The principles of campaigning don’t change. The means do. Adding digital to a campaign’s arsenal—or beefing up an outdated system—can make candidates more visible and more responsive to the people they want to represent.

Be More Places at the Same Time with Smart Targeting

Candidates will still need to press the flesh at the grocery store. When it comes to politics, people truly feel the need to “know” a potential representative, and consider them genuine. Digital campaigning can provide a complimentary addition to both getting to know a candidate as well as increasing “touches” with voters.

Now, to reach voters, candidates can be at several grocery stores instead of just one. In fact, candidates don’t even have to be at the grocery store. They can be at the manufacturer. Or the union hall. Or the transportation company. To put it another way, candidates can be almost anywhere voters are: online. And they need to be.

Consider that Americans spend 11 hours per day with digital media. You have a lot more time and more opportunities to reach voters digitally than you do running into the right people at the grocery store.

Think about this: in an increasingly mobile age, candidates won’t have to fly around the state, rushing through the meager 20 minutes they get at each county fair. Now they can be at every county fair, spreading the word about their agriculture policies.

Creating and deploying cost-efficient, effective digital ads is the new retail politics. Candidates can give their specific, relevant message to voters who are engaging in a digital version of the real-world, retail situation of days gone past.

That’s how you press the flesh in 2014.

The Personal Connection

Candidates can run video ads that provide the same eye-contact, sincerity, and emotional appeal of a TV ad for a fraction of the cost. Better yet—they can associate their message with content the voter is already consuming.

Of course, interaction is diminished in any virtual situation. But there’s no reason a creative campaign team can’t come up with engaging ways to educate voters about a candidate or her opponent.

A smart trigger campaign combined with a volunteer rewards system could actually increase the amount of “face-time” a voter gets with a campaign, and by proxy, the candidate. The Internet doesn’t have office hours, and it doesn’t get tired.

viewServices

Keyboard control button

Effectively Control Your Message

You already know digital ad spending will continue to grow. You know it’s important. In politics, control of your message and your image is crucial, to say the least.

In the digital space, you can tailor your communication to do both, with more control than ever before.

The advantages of digital media over traditional and mass-media are legion. Whereas most people consider TV ads intrusive breaks in their desired content, a well-placed banner ad can be a welcome source of additional information. Instead of subtracting from the consumer’s experience, well-placed digital ads can be complimentary.

The same goes for phone calls. Or that direct mail piece that gets thrown in the trash without a sideways glance. But let’s say you’re a political candidate running in Wisconsin. Digital advertising allows you to show an ad about your opposition to ObamaCare to young doctors checking out medical websites in Ozaukee County, Wisconsin. You could direct them to your policy page outlining your solutions.

Or maybe you want to remind voters that food prices are rising faster than inflation. You can put your message on mobile, and target young women trying to beat the rising cost of beef.

Efficiently Control Your Message

Let’s say your opponent drops $200,000 on a TV ad attacking you. Maybe they’re only reaching a small segment of people whose opinion can be swayed, and a large segment of people who weren’t going to be vulnerable to that message.

You don’t have to spend your own $200,000 to respond, with the same possibility that your message won’t move the needle. You can get together with your pollster and spend $5,000 reaching out to demographics you need to sway. You can respond smarter, as well as cheaper. And unlike TV, you know instantly how many people engaged with your ad, and what kind of ROI it garnered.

Winning a political campaign, especially in big races, is about bringing together a coalition of voters, influencers, and communities who may disagree with one another on big policy issues. Instead of beating everyone over the head with huge TV buys that may offend some of your supporters, target your ads online.

All the targeting advantages of traditional snail-mail campaigns are combined with near-instant, real-time efficiency online. This is a new era of messaging.

viewServices

Hundreds of millions of dollars will be spent by “outside” groups this political cycle.

When you add in candidates and committees, we’re talking billions. Learn more about how online ads surpass broadcast TV here.

And just like everything else, political campaigns are won and lost at the margins. Increasingly, those margins will come in the digital space. InTheCapital relays research showing a major increase in digital spending by candidates and other electioneers.

While TV spending will also increase, traditional viewership is down. Spending on robo-calls and direct mail is not expected to grow. That means the battleground for eyes and ears will take place somewhere else – banners, social, pre-roll, video ads, email, and other places we haven’t even thought of yet.

Digital Media is Not Mass-Media

Everyone knows Team Obama crushed digital in 2008 and 2012. Particularly their ability to get promoters to do their work for them. Think about it: instead of talking to one voter at a time over the phone, a campaign could get 10 supporters to share their ad or materials with 10 of their friends each on social media. Talk about ROI. It’s a process the libertarian group FreedomWorks calls “digital door-knocking.”

But it’s not just that, it’s the ability to micro-target. It’s the ability to get a tailored message that will move specific people on a specific issue at a specific time through a specific medium. Everything can be customized. Effectiveness can be tracked down to the penny. It’s not just more effective, it’s more accountable.

Has your opponent slammed you on TV? You can respond to their buckshot tactic with laser-focused responses in key demographics. Is your opponent already targeting you in specific subsets? Follow them and target these viewers with your defense or counter.

And don’t think the Obama campaigns were a fluke because of their youth support. 71% of online adults use Facebook. 49% of adults over 65 use social media. These numbers will continue to grow as more retailers and services expand their online reach.

Campaigns need to follow suit.

viewServices

Last week, Intermarkets’ new creative copywriter attended the Digital East conference in Tysons, Virginia. He compiled these top 5 marketing insights from the digital east conference for marketers.

Have you been using these strategies and ideas? Do you have anything to add? Let us know!

Digital East Top 5 Insights Banner

  1. Be Media Agnostic

For most marketers, the platforms you utilize to publish or advertise are means, not ends. While your tactics need to reflect each specific platform, your strategy doesn’t really change. At the end of the day, B2C marketers use platforms to drive conversions, and B2B marketers generate leads.

It’s vitally important to take advantage of the strengths and weaknesses of the platforms you are using, whether it’s Facebook, AdWords, or WordPress. But all of these platforms have one thing in common: you use them to spread your message. You need to go where your consumers are, and that means using the mediums that work for your audience, not the ones you like best.

  1. Is There a Knowledge Problem?

Marketers know they need to speak to the level of their audience, but this is easier said than done. We deal with our areas of expertise all day, every day. But do our customers? Is there a simple, yet crucial piece of information we’re leaving out, simply because to us, it’s elementary?

Take a look at your communications with your clients and leads. You may be missing just one small piece that can really improve your business.

  1. Consumers Can be Creators and Brands, Too

In the past, creators, consumers, and brands were all more or less distinct. Today, that line is blurring like never before. Social media allows consumers to become creators. Creators can become popular enough to become a recognized brand identity. Heck, people and companies can be all three.

To know your audience, it’s important to understand the different roles they play as well as how they see themselves. This also makes sense for B2B firms. After all, businesses that are customers are also creators.

  1. Don’t Talk To. Converse With.

“New” media, (read: social) allows for a two-way conversation between producers and consumers in real-time and in public. It’s both a major challenge as well as a golden opportunity to grow your business and connect with your customers in new ways.

As Robin Wheeler of Twitter pointed out, 63% of customers reported more positive attitudes towards brands that simply engaged with them on social media. Companies are just groups of people. Don’t present yourself as a faceless monolith. You understand your audience, you engage in voluntary exchanges with your customers, so talk to them! Which leads us to the final insight:

  1. H2H

You may have heard this already, but human-to-human is the new buzzword. But it’s more than just a buzzword. It’s a way of thinking about your business and your customers, and it’s the way you want your customers to think about you. It’s the basic premise that, at the end of the day, all interactions take place between individuals.

When John Doe buys a widget from the Widget Company, he’s buying a product that was designed by people, marketed by people, and sold by people. Obvious, right? But the Widget Company is after more than John’s dollars. WC, whether they want to or not, needs to please John. They need to please John to keep him as a customer, to protect their reputation, and to promote their product.

What’s more, is that the people who comprise WC want to please John. They want to because he’s a person, and they are people. They expect the same when they act as consumers. Nobody wants to deal with a brand logo.

We’ll have more on this, but the bottom line is your customers want to know there’s a person on the other end, not a robot.