“96.5 percent of all of those trying to become YouTubers won’t make enough money off of advertising to crack the U.S. poverty line.”— Chris Stokel-Walker, bloomberg.com
“We will increasingly have less and less advertising. We are so disrespecting people’s time that they are spending more and more time in advertising-free environments. You’re asking me to give you my time for less than minimum wages, which is not worth my time.”— Rishad Tobaccowala, mediapost.com
“Last year, B2C top performers reported their organizations spent, on average, 38% of their total marketing budget on content marketing vs. 26% this year.”— Lisa Murton Beets, Ann Handley, contentmarketinginstitute.com
“The majority of consumption happens on M&E sites and not within apps, ADI survey data found. In fact, only 6% of consumers leverage apps (e.g., Flipboard, Apple News) as their primary entertainment news sources.”— Giselle Abramovich, cmo.com
“Native-display ads, including social native and native ads in-feed on publisher websites, will make up the bulk of native ad revenue from 2016-2021. Native display ad revenue in the US will rise at a five-year compound annual growth rate (CAGR) of 17% during this time period to eclipse $36 billion.”— Kevin Gallagher, businessinsider.com
“If a consumer finds content to contain useful information, 34% of respondents did not mind that the post was sponsored.”— Kevin Gallagher, businessinsider.com
“Scale is measured through intimacy at scale. We don’t want to grow without engagement. For us, we’re already the biggest in the newsletter game. If we get to 10 million [subscribers] or more, those metrics don’t matter. If you get to 15 million, but people don’t care, then it doesn’t mean anything.…”— Carly Zakin, digiday.com
“The prioritization of friends/family content over publishers was the last straw. Our organic traffic (the highest margin business), and influencer traffic were cut by over 75%. No previous algorithm update ever came close to this level of decimation. The position it put us in was beyond dire.”— Joe Speiser, Gretchen Tibbits, businessinsider.com
“It’s more difficult for brands to incite impulse purchases online than in a brick-and-mortar setting simply due to general human tendencies.”— Dan Neiweem, digiday.com
“Content marketing is not easy. In fact, it’s one of the most difficult forms of marketing to master.”— Cory Treffiletti, mediapost.com
“I’m the last guy dancing on the stage, by myself, and everyone else has moved on to movies and television.”— Jason Kottke, niemanlab.org
“While many digital-first media companies are struggling to convince readers to pay anything for online content, print magazine publishers are enjoying the ability to increase the price of their product without alienating their loyal base.”— Beth Braverman, foliomag.com
“The ability to use big data to prove the value of print advertising has become even more important as publishers find themselves competing with data-rich digital rivals. Print publishers have responded with hard numbers of their own. Meredith, for example, uses the Meredith Sales Guarantee to measur…”— Beth Braverman, foliomag.com
“The ability to use big data to prove the value of print advertising has become even more important as publishers find themselves competing with data-rich digital rivals. Print publishers have responded with hard numbers of their own. Meredith, for example, uses the Meredith Sales Guarantee to measur…”— Beth Braverman, foliomag.com
“High-performing native advertising units combined with AI offer a deeper semantic understanding and granularity on campaigns. 2018 will see brands embrace this fully. In fact, by the end of the year, any platform or partner without an AI capability for ad targeting will start to look increasingly da…”— Dale Lovell, marketingweek.com
“Fake news, racism, sexism, terrorists spreading messages of hate, toxic content directed at children — parts of the Internet we have ended up with is a million miles from where we thought it would take us. It is in the digital media industry's interest to listen and act on this.”— Keith Weed, washingtonpost.com
“Facebook will have no chance to control what’s in News Feed if the only lever they have is traffic, because the only way to say we want influence over this content is if you have a lever of content and a lever of revenue.”— Jonah Peretti, recode.net
“Digital advertising started with people putting banners on websites and targeting users based on what sites they were on. These sites had audiences people trusted, so they wanted to reach them. Then Google and other companies invented audience-based buying, which was all about cookies. Advertisers c…”— Dan Greenberg, emarketer.com
“From a business perspective, Facebook has done phenomenally well. Facebook is a cash cow. But from a social perspective, those metrics could be inversely related. The more Facebook builds profit, the more it’s at the expense of the American people.”— Tavis McGinn, theverge.com
“I can’t help but be skeptical about Facebook’s ability to change its product significantly enough to improve the mental health and wellness of its users. I think it is kind of like a tobacco company saying “we’re going to make our cigarettes healthier”. There is an addictive nature to the platform w…”— Kunal Gupta, polar.me