Knowledge Bridge

Global Intelligence for the Digital Transition

Online Advertising


Firstpost: ‘Breaking views’ break through India’s cluttered online news market

To give you a practical example of how to launch a digital news product, we profile Firstpost, a news site launched in May 2011 by India’s Network18. We speak to Firstpost’s Durga Raghunath on the editorial and business thinking behind the…

Biggest challenge for digital media? Monetising the masses

The Media Briefing has an interesting interview with Raju Narisetti, managing editor for the Wall Street Journal Digital Network. He shares some insights into what strategies work and – just as importantly – what he believes don’t work for…

What you can learn from Microsoft’s advertising failure

Tech giant Microsoft has been forced to write off billions from an online display ad business it bought in 2007. The digital display ad market has changed dramatically in the last five years, and you can learn a lot from Microsoft’s…

Social media’s challenges in India: Monetizing its mobile users

Emerging markets have been the engines of growth for major social networks such as Twitter and Facebook, with India being one of the biggest success stories. Much of this growth has come from mobile users in India, and Facebook is…

RuNet: Making waves at home and abroad

Recently, the Russian internet became Europe’s largest online market. Russia was also the fastest growing internet advertising market in Europe in 2011, powering ahead with a 55% increase over 2010. Across Europe, search captured a bigger…

Advertising lessons from Facebook: Sell relationships not impressions

As businesses start to realise that social media can give them a new opportunity to create relationships with consumers before they even become customers, news media must begin to look at their relationships with their own audiences. News…

Product mindset: Content, advertising and services products

Creating attractive products is obviously key to any digital product strategy. As we continue our Digital Briefing series on developing a product mindset, we look at examples of different products that news organisations have developed.…

Internet advertising in Brazil larger than newspapers

A report shows that the internet is outstripping newspapers as the second-favourite medium for advertising in Brazil. Though TV remains by far the favourite destination for ad dollars, the internet is growing fast, with the newspaper ad…

Clean design gives ads more impact

With online ad rates so low, the temptation for news publishers is to load pages with all the ads they can. But research shows that cluttered pages lessen the impact of ads. Clean pages enhance ad and site perception, increase dwell time…

Mobile advertising: Promising or false promise?

With people spending more time with their smartphones and other mobile devices, some analysts are predicting a bright future for mobile advertising: advertising revenue on mobile lags far behind how much time people are spending with their…