HOW PROGRAMMATIC HAS HURT PUBLISHERS

This is a byline I wrote for PerformanceIN. While PerformanceIn is an advertiser focused publication, publishers are a critical part of the ecosystem so their woes should be of concern to advertisers.

The gold rush to programmatic created a digital “tragedy of the commons,” with too many publishers providing too much inventory supply, and CPMs began to plummet. This might sound like a good thing for advertisers – after all publisher revenues are advertiser costs. But publishers are supplementing their falling revenue simply by placing more ads. This hurts the reader experience, erodes trust, and reduces ad performance due to systemic “ad blindness.”

How Programmatic Has Hurt Publishers and Why Advertisers Should Care

Marketing Strategy Interview

I was interviewed by Martech Advisor in what started as a bio piece for me and PostUp, and turned into a discussion of marketing strategy.

Interview with Keith Sibson, VP Product and Marketing at PostUp

Could you share for our readers, an infographic or description depicting your marketing stack (various marketing software products or platforms your team uses or subscribes to)?

The technology is interesting, but not as interesting as the clear business model it enables and is built around. As an email marketer, if a given initiative does not clearly map to one or more of the levels in the email revenue funnel, then you are wasting your time. Also, initiatives closer to the top of the funnel are more impactful, because they “cascade” down the funnel. It’s easier to achieve a 10 percent increase in list size than a 10 percent increase in the click-through-rate.

Politics and Email

Email has always been a (maybe the) lucrative way for political organizations to raise funds come election time. I was interviewed by USA Today on this topic … I really wanted to say more, but I have several political advocacy clients at PostUp that send exactly this kind of email and wanted to respect their privacy.

Campaigns see dollar signs in AOL email addresses

This article ran in the paper edition also. At least I can check “quoted on the front page of USA Today” off my bucket list.

Facebook Engagement … or not

In reaction to the latest of Facebook’s publisher harming algorithm and product changes, I was asked by State of Digital to suggest ways to boost engagement on Facebook. In fact, the best way to use Facebook to drive engagement is to use Facebook to establish a direct relationship with your audience (the Facebook one publisher’s don’t actually own), so that you depend less on Facebook as a channel.

10 Ways to Boost Facebook Engagement Without Ads

10. Encourage Fans to Interact via Other Channels

Brands can also use social media to encourage interaction via other more direct avenues like email.

“This newsfeed change is cause for publishers to stop building their greatest asset on borrowed land,” said Keith Sibson, vice president of product and marketing at email marketing firm PostUp. “Publishers and brands must figure out how to stop being reliant on social platforms for developing their audience. There is great reward in organically nurturing and growing audience relationships.”