Making predictions in digital media can be a dangerous game. Conjecture such as “2006 is going to be the year of mobile” come to mind. How many of us this time last year even knew what Pinterest was, let alone predicted its popularity explosion? With that being said, Adweek is attempting to make some educated guesses about where this industry might be headed. Here are eight trends to watch for as 2013 unfolds:
Brands as Publishers
Content marketing became all the rage this year as brands from IBM to Amazon to Unilever started thinking more like publishers. Most of the conversations centered on embedding companies within digital consumer experiences by way of visual or text-based content. Paul Polman, Unilever chief exec, planted his firm’s flag in the movement by saying it “is reallocating budgets to enable us to make content in an always-on world. Agencies need to organize themselves around the consumer, not the client.”
Publishers are literally driving engagement between the print product and digital platforms by linking print magazines directly to smartphones. The idea aims to neutralize the “either-or” aspect of print and mobile and merge the strengths of both.
“We’re connecting print to mobile because we believe we’re well poised with our demographic—they are glued to their phone,” says Jason Wagenheim, vice president and publisher of Teen Vogue. “We did a study earlier this year that found that 9 out of 10 of our readers are shopping with their mobilephones. They’re not just making purchases, but using their phone while they’re shopping, searching for coupons and texting friends photos of dresses when they’re in a store.”
The IDG TechNetwork is pulling the curtain off its new data management platform (DMP) today. The network oversees roughly 500 sites, including the tech and information publisher IDG’s own web extensions such as PC World,Macworld and CIO magazines. Peter Longo has been CEO of the IDG TechNetwork for four years and has held executive posts as several publishers over the past two decades, at places such as Inform, Zinio Systems, Ziff Davis Media and CMP. We spoke to him about his role as the head of the ad network as well as someone who understands publishers’ needs — and occasional nervousness — when it comes to programmatic buying.
Ad Age, 1/3/11
Electronics Expert Turns Publisher With Multichannel Net Packed With Original Content — and It’s Seeking Ads
The press corps at this year’s Consumer Electronics Show may find themselves jostling for soundbytes and product demos on the Vegas strip with video crews from Best Buy.
Yes, the retailer is now a publisher, rolling out a multichannel network filled with original editorial content spanning everything from how-to videos and gift guides to new-technology primers and behind-the-scenes looks at popular movies. The network, called Best Buy On, includes a website it bills as an “online magazine” and a huge in-store component with its content and ad messaging “broadcast” on screens across the store, including in the TV, mobile and portable entertainment sections.