Knowledge Bridge

Global Intelligence for the Digital Transition

Advertising


Podcasts: Celebrate the resurgence but be cautious

Tech trends are fickle things. Back in 2004, if you were starting a media business online, or thinking of expanding your offline media business, one direction seemed obvious: adopt RSS, or really simple syndication, so users can get a feed…

Platforms are eating publishers

On one level, the synergy between publishers and platforms looks natural, a win-win: publishers need their content to reach an audience so they can attract advertisers; platforms have audience in abundance but need diverse, engaging…

Are Facebook’s Instant Articles and Apple’s News app another nail in the coffin for news publishers?

When Facebook announced the launch of Instant Articles, a feature that will distribute content from select news publishers directly on the social media giant’s platform, it provoked another existential crisis for news media. Media…

Australian papers launch online exchange for print ads

Australian publishers have joined forces to launch a private exchange to buy print advertising …

Publishers, editors and advertisers identify responses to digital transition

Summary of the key takeaways from WAN-IFRA’s annual congress …

What we can learn from the New York Times redesign

It’s often said that when America sneezes, the rest of the world catches a cold. Though most news publishers in emerging markets don’t have too much in common with the world’s leading quality online news site, there are useful design,…

Newsweek magazine returns to a print edition after one year

Newsweek had not adapted to the new digital world well, so it announced the end of its print edition and continuing as a digital-only publication.

Video advertising: How do you measure the effectiveness of VOD campaigns?

Nic Casby, Brand Manager at Fosters, Jana Eistenstein EMEA for Videology and Ben Chesters, Client Investment Director at Starcom Mediavest talk about how to measure the effectiveness in video advertising.  

A guide to audience based advertising

Learn how audience based advertising works to provide a better online experience.

Online Advertising Explained: DMPs, SSPs, DSPs and RTB

Ad exchanges are using an increasing amount of data to deliver better targeted ads to users and better performing ads to advertisers. News organisations need to understand how digital advertising is all about data, data, data. We cut…