Google and Alphabet CEO Sundar Pichai’s trip to Congress to answer questions from the House Judiciary Subcommittee on its digital advertising dominance is indicative…
Website consumption patterns are changing. Remember when the main way to surf a website was via its homepage? Well, that was the old days. The rise of super-fast, super-efficient search engines mean that users are increasingly accessing websites via deep links that bypass their homepages directly to a website’s articles. It’s essentially a backdoor into your website. Search engines aren’t the only ones to blame. Bloggers generally link directly to the articles they are writing about, ignoring homepages. RSS feeds, which allow users to subscribe directly to article feeds, are also responsible for the decline of the homepage. So what does this mean? Paradoxically it is both a problem and an opportunity for publishers.
Online advertising is not only about clicks, leads and acquisitions… branding is important too. There are a number of competing online advertising models on the net. By far the most dominant one used by online publishers is the Cost-per-Thousand (CPM) model. CPM is the closest online advertising gets to advertising in traditional media. The advertiser pays in advance to place an advert that will be displayed to the website’s readership base, which should generate return on investment. Through the campaign there will be branding for the advertiser, click-throughs on the advert, leads and hopefully acquisition of the product. Everyone’s happy?
The media world is undergoing profound change. We know the great catalyst for these changes has been the onward march of the digital age and the arrival of the internet.
This changing mediascape is often incorrectly portrayed as a battlefield, with two main skirmishes on the go. In the first “battle”, the soldiers have grown weary or just rather bored. This battle involves traditional media (newspapers, radio, TV) versus online media. The second “battle” is a much more interesting to look at. This skirmish involves mainstream media (which in this instance includes online publishers as they mostly practise traditional journalism) versus citizen media, which includes bloggers, vloggers and podcasters….
Websites that report on financial news and information were always going to crack it online. The web is the perfect medium for delivering up-to-the-minute financial news and data. Moreover, the LSM of the average business news reader matches that of the online reader: Both are high. The five biggest consumer-focused business sites, reporting on general financial news in South Africa, are engaged in a tussle to capture a bigger share of this lucrative reader and advertising market….