DoubleClick CEO: “The Internet is a Huge Disruptive Force on the Print World”
Although the Web has flipped the magazine industry on its head, magazines are extremely well-positioned for the Internet, according to DoubleClick’s CEO David Rosenblatt. In a presentation given at the MPA’s ongoing Meet the Innovator series Tuesday titled “Insights for Magazine Publishers,” Rosenblatt addressed the latest trends in Internet advertising, specifically on how to integrate advertisements with editorial online. “The problem is not the demand online, people know the Web makes sense,” he said. “The challenge is meeting that demand.”
Having staff members who understand the Web, its terms and technology, is crucial to reaching digital success. From there, he said, it’s important for publishers to begin thinking about creating editorial and ad content that is native to the Internet.
Video is on the horizon as the primary rich media platform that advertisers want, according to Rosenblatt, who said that the medium is beginning to erase the traditional distinctions between direct response and brand. “The burden on all publishers is to understand technologies and analytics behind how advertisers evaluate the value of their brand,” he said.
In addition, there is a tremendous imbalance between the supply and the large demand for video ads online. “The CPMs are extremely high. Advertisers love it, they want more of it and there isn’t enough of it,” said Rosenblatt.
The two main types of video include the in-banner video, where the ad unit itself is displayed in video format, as well as the in-stream video ad unit, where the ad plays before, in the middle, or after a non-advertising video featured on the site. “There is a trend for publishers for bringing creative in-house,” he said, “so that increasingly they can be on the verge of the opportunity and the benefit of developing creative that is specific to advertisers.”
Magazines, Rosenblatt said, are personal, portable and permanent. In today’s consumer world, so is digital distribution. Computers are also personal: Customizable, interactive and engaging for the online reader. They are now portable and can provide podactsts and portable video via mobile technology. Digital platforms are permanent, as well, as site visitors can search archives of editorial, citations and hyperlinks, anytime and anywhere. “You can reach your critical mass online years after your content is published,” he said.
According to Rosenblatt, who works with top advertising agencies, top priorities for agencies revolves around data. “What we’re seeing is, that increasingly, from their point of view, this is becoming a data business, it’s all about the data,” he said. “For most of them, their priority is figuring out a way to collect the data on behalf of their client, and using that data to buy advertising in a more efficient and more informative way.”