Nieman Foundation at Harvard
Journalists are burned out. Some newsrooms are fighting back.
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Nov. 20, 2013, 1:55 p.m.
LINK:  ➚   |   Posted by: Joshua Benton   |   November 20, 2013

That’s according to Bob Lord, global CEO of AOL Networks, writing for HBR. All five make sense, but let me highlight two of particular interest to publishers:

1. Automation will take hold. As automated, or programmatic, advertising technologies replace unwieldy manual media planning and buying processes that eat up too much time and overlook critical consumer data, more (human) resources can be directed toward the creative side of the house, and toward engaging and effective advertising that drives commerce, for example, native advertising, sponsorships, take-overs and other strategic initiatives.

Automation is a win for web publishers as well. Programmatic advertising does not mean publishers need to put their inventory up to the highest bidder. It simply means they can make it accessible via a technology platform that makes it easier for buyers to access it while still setting premium pricing. Programmatic advertising is about automation, not auctions.

Bottom line: sophisticated technologies will serve to complement and enhance the creative talents of humans by freeing up their time that has — to a great degree — been occupied by rote tasks such as completing insertion orders for ad buys. Projections put about 22% of all digital media being automated next year — up from just 4% in 2010.

4. Premium advertising will get more premium. 2014 will be the year when immersive advertising experiences that tie directly to a transaction will begin to flourish on the Web. As automation kicks in and time is given back to agencies and marketers to be more creative, we will see an industry call for more premium opportunities that goes beyond banners and gets much more sophisticated and customizable. Whether it’s a new live advertising execution (think Oreos response during the 2013 Super Bowl blackout) or a commerce campaign that drives sales through location based content, digital advertising will be remarkable, unique and experience-based.

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