Article Watch August – ‘Must Reads’ Powered by MediaScope

Posted by IAB Australia On September 03, 2014

Each month Denise Shrivell from MediaScope, curates a series of must read articles and insights for the digital media community.

– August has all been about Native Advertising when U.S. commentator – John Oliver bared all through this 10 minute very entertaining video. The debate was then actively picked up by multiple trade media and commentators including in our local market by both AdNews and Mumbrella, here and here.

The Internet’s Original Sin (The Atlantic) – Ethan Zuckerman, one of the web’s pioneers, tells why he’s come to believe that advertising is the original sin of the web. “The fallen state of our Internet is a direct, if unintentional, consequence of choosing advertising as the default model to support online content and services.”

I Liked Everything on Facebook for two Days and Here’s What Happened – (Wired) “Liking is an economic act. I liked everything. Or at least I did, for 48 hours. Literally everything Facebook sent my way, I liked – even if I hated it. My News Feed took on an entirely new character in a surprisingly short amount of time.”

Over 20 Must Read Books – with a specific focus on the Australian media and advertising market, including new inclusions by ex News Corp CEO, Kim Williams and Nick Davies’ “Hack Attack.” Great list!

Consumers & Marketers in 2030 (Linkedin) – “In coming years, the ‘Internet of Things’ is about to significantly change our lives both as consumers and marketers opening up a whole new realm of opportunities.”

One Year In: 10 Ways Which The Washington Post Has changed Under Jeff Bezos (Digiday) – “A year ago, Jeff Bezos stunned the media world with the news that he was buying The Washington Post for $250 million, leading to expectations that the billionaire entrepreneur would transform the Post into a hotbed of experimentation particularly around new revenue models. Since then, the paper has begun hiring and introduced a number of initiatives.”

Five Biggest Myths of Modern Advertising (Digiday) – “A recent takedown of big data, the latest craze to sweep the ad industry, provides exactly the sort of sensible commentary the industry has been lacking of late. As the industry adapts to digital, the scale of the hyperbole too often outweighs the profoundness of the changes in the marketplace. Things are changing, but we need nuance and wisdom. While nobody gets famous or a promotion saying things are complex or largely unchanged, it’s closer to the truth.”

Advertisers Question How Agency Trading Desks Work (WSJ) – “It’s one of the issues advertisers say concerns them most: Exactly what are agency trading desks charging them for? For major ad holding companies, their “trading desks” are a bright spot. These programmatic ad operations — which buy ad space for marketers using complicated automated systems — continue to gain traction. But as more advertising dollars pass through these programmatic groups, agency clients are increasingly asking questions about how they work and what, exactly, their money’s being spent on.”

YouTube’s Top 1000 Channels (DotRising) – “YouTube has over 1 million content partners accepting advertising. This infographic offers statistics surrounding the top 1000 YouTube channels and their value to advertisers.”

MediaScape: Australia’s Online Advertising Expenditure – With IAB Australia‘s recent release of online advertising expenditure for FY13/14 we’ve updated the MediaScape which tracks figures since their first release in 02/03. While methodology in calculating these figures has changed, interesting trends can still be seen.

Don’t Be Afraid of Programmatic Buying (Aussie ExPat – Liam Brennan) – “One of the biggest changes in digital media in recent years has been the growth of programmatic buying. However, some people are worried about automation – quasi-blind inventory, job losses, extreme change. But we shouldn’t be worried.”

Anatomy of a Digital Marketing Campaign (Tim Nicholas -Marketing Bytes) – “Due to the proliferation of ‘owned’ media channels, business owners would be excused for thinking that customers can be reached at an ever decreasing cost. However intangible costs have moved in the opposite direction – in skilled personnel, in software, in services.”

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IAB Australia

IAB Australia is the peak trade association for online advertising in Australia. As one of over 43 IAB offices globally and with a rapidly growing membership, the role of the IAB is to support sustainable and diverse investment in digital advertising across all platforms in Australia.