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| WSJ: Ad Attention Rises During Election Coverage |
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Contentious election cycles are the best times to pull back on ad campaigns, right? Not so, found the Wall Street Journal. Last October, the publisher offered performance guarantees for campaigns that ran in the lead-up to the election. Five brands took them up on the offer and enjoyed better-than-average results. New WSJ data shows political news actually boosts ad performance, challenging long-held brand safety concerns. During the 2024 election, display ads beat attention benchmarks by 45% and video by 31%. Similar trends occurred in 2020, with higher recall (+37%) and click-through rates (+26%) While brand safety filters often block news content—blocking 40% of Washington Post inventory—WSJ's data suggests that maybe it's not such a great idea and that brands would be wise to spend more. In addition to getting more attention, brands will support quality journalism at a time when democracy needs it most. – SS |
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| Daily Mail Restructures—But Is It Enough to Survive? |
| Publishers are still in trying times and the Daily Mail's latest move is proof of this. Traditional media is struggling, and it is forcing uncomfortable change. The Daily Mail announced a recent restructuring that merges its digital and print teams while cutting costs to adapt to shifting consumption habits. The company is streamlining operations and investing in its subscription-based Mail+ platform, which recently reached 100,000 subscribers. In contrast, as we discussed last week, Newsweek has taken a different approach, quadrupling its revenue to $90 million since 2018. Under CEO Dev Pragad, the company has embraced data-driven editorial strategies, SEO optimization, and authenticated traffic solutions, leading to higher CPMs and a 20% profit margin. These contrasting strategies highlight news publishers' challenges today—declining print revenue, the push for digital transformation, and the urgency to diversify revenue streams. While some focus on cost-cutting and consolidation, others drive growth through innovation, audience engagement, and strategic business reinvention. The question remains: is this the right move for Daily Mail? – AB |
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| Snap’s AI-Powered Ads Drive Unexpected Profit Surge |
| Of course, AI has some regulation issues—think about the recent DeepSeek content controversy—but it has also proven its benefits. Thanks to its AI-powered ad tech advancements, Snap has grossed a profit stronger than anyone anticipated. By leveraging machine learning to automate and personalize ads, Snap has attracted many small and mid-sized advertisers, a key factor in its revenue growth. The company is expanding its direct response ad offerings, allowing it to compete more aggressively with TikTok and Meta by driving app downloads and site traffic. Additionally, Snap is pushing for global expansion with Sponsored Snaps and Promoted Places while planning to increase its workforce by up to 10% this year. Its Q4 earnings per share reached 16 cents, surpassing projections, while daily active users rose 9% to 453 million. Revenue climbed 14% year-over-year to $1.56 billion, slightly above expectations. However, its Q1 revenue forecast of $1.33 billion to $1.36 billion comes with a lower-than-expected EBITDA estimate. Snap's AI-driven approach is strengthening its competitive position in digital advertising, signaling a shift in how advertisers allocate budgets. By enhancing ad personalization, the company is making its platform more appealing to brands looking for efficient ways to reach targeted audiences. As Snap continues to refine its ad tech, its success could influence the future of AI adoption across advertising. AI has its can of worms, but it can be a game-changer with the correct use cases. — AB |
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