PORTAL Art&Business | PORTAL WOMANCOMM | KREATIVNI PORTFOLIO 03 | HOTEL JUGOSLAVIJA (PDF)
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
  • Vijesti

    Wüsthof Sharp Systemic Brand Identity with Gigodesign wins Red Dot Award

    How to win a Grand Prix in Cannes?

    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

    Lokomotiva and SentecaCommerce signed a partnership for 12 European markets

    Virtual Drumming with Fernando Machado, Karolina Galácz, and Thomas Kolster

  • Tema sedmice
    daljinski-naslovnica

    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

    lazar-naslovnica

    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

  • Kolumna

    Sponsors? What that?

    misa-naslovnica

    Miša Lukić: What can start-ups learn from sperm?

    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

    The Advertising Industry: From Alchemists to Distributors and Back Again

    Milena Garfield: It’s not long since I said: If it ain’t live, it’s dead

  • Dnevnik

    Diary of a Methuselah #176 Will our industry come out of this better and smarter?

    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

  • Mladi lideri

    Mladi liderji – Uroš Zorčič, New Moment Ljubljana: Vedno gledam na dela sama in ne postavljam v ospredje posameznih ljudi ali agencij

    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

    francis-ingram-naslovnica

    Three questions for Francis Ingham, Managing Director of the Public Relations and Communications Association (PRCA) & Chief Executive of the International Communications Consultancy Organization (ICCO)

    3 questions for Svetlana Stavreva, President of the International PR association (IPRA): Today, people are demanding that organizations do what they promised

    Three questions for Petra Krulc, Senior Vice President of Celtra

  • WomanComm
  • B/H/S
No Result
View All Result
Media-Marketing.com
No Result
View All Result
Home News

On Facebook’s Nuclear Bomb

Adweek's Josh Sternberg sums up how Facebook upended an industry with just a tweak of code

15/01/2018
in News
3 min read
On Facebook’s Nuclear Bomb

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

Source: Adweek; By: Josh Sternberg

On Thursday night, Mark Zuckerberg dropped the digital equivalent of a nuclear bomb on the media industry.

In a post, Facebook’s CEO said that its 2 billion users will “see less public content like posts from businesses, brands and media. And the public content you see more will be held to the same standard.”

The implications for this are massive, especially for brands and publishers that have perhaps put too many eggs in the Facebook basket. For a long time, it wasn’t a bad strategy, as Facebook generated incredible amounts of traffic—but Zuckerberg’s announcement changes that.

According to Katherine Hays—CEO of startup Vivoom, which powers user-generated campaigns—Facebook’s newsfeed overhaul spells trouble not only for publishers and traffic, but also for brands, which stand to lose the audiences they worked (and paid) to build up themselves.

“The importance of user-generated content, which has already been proven to be the No. 1 driver of social influence on purchase decisions, is greater than ever if posts from friends and family are going to be prioritized above all else,” Hays said.

Interestingly, several publishers and agencies see this change as a good thing. If Facebook downplays low quality/low engagement publishers, as is widely expected, it could be a net positive for journalistic outlets, said Raju Narisetti, CEO of Gizmodo Media Group.

“Since we don’t rely on Facebook for a lot of distribution, the changes may not be all bad,” Narisetti continued. “But it should be the final kiss of death for those pivoting to video betting on getting video views via Facebook.”

We reached out to Facebook to comment about what this means for publishers, and a spokesperson pointed us to Zuckerberg’s original post.

Over the last couple of years, publishers have put more resources into building video teams. A lot of that work shows up on Facebook. Facebook guarantees views, which publishers can bake into overall CPMs. The pivot to video is more like a pivot to Facebook.

In an interview, WPP chief Sir Martin Sorrell said: “If [Facebook is] doing this two-tier newsfeed, I don’t know the detail, but it seems to be the right thing to do, because there are certain publishers who are responsible publishers and there are certain [others] that you need to monitor more carefully.”

Seeing how much traffic Facebook delivered, publishers were quick to create arbitrage strategies and tools to deliver impressions to clients. Publishers could set pricing strategies based on overall traffic gains, knowing they’d get a boost from organic Facebook referral but also from paying Facebook to deliver traffic.

On top of that, media companies relied—perhaps too heavily—on Facebook as a lever in sponsored content distribution. Here, arbitrage was key. Media companies would charge brands a certain amount to run branded or sponsored content on Facebook as part of the overall spend, then pay Facebook a fraction of that to distribute the content. (Disclosure: Prior to working at Adweek, I oversaw branded content studios at NBC News and The Washington Post.)

Facebook began tweaking the News Feed algorithm in 2013, and publishers like Viral Nova and Distractify saw their traffic plummet. Over the next five years, Facebook continued to tweak the News Feed, angering publishers along the way. In June 2016, the company introduced a test with the News Feed algorithm that set the stage for last night’s announcement, giving more weight to posts from friends and family.

Vice president of News Feed Adam Mosseri sought to ease publishers’ worries, saying at the time, “The goal of this test is to understand if people prefer to have separate places for personal and public content. We will hear what people say about the experience to understand if it’s an idea worth pursuing any further.

“There is no current plan to roll this out beyond these test countries or to charge pages on Facebook to pay for all of their distribution in News Feed or Explore. Unfortunately, some have mistakenly made that interpretation, but that was not our intention.”

And here we are today.

The thing that publishers didn’t seem to understand, or care about, is that Facebook guarantees traffic, but not an audience. And now that Facebook is turning the dial down for brands and publishers, companies in the content business will quickly find out the difference between traffic and audience.

Tags: FacebookFacebookMediaNewsfeed
ShareTweetShare

Related Posts

warc-naslovnica
News

WARC Awards for Effectiveness 2021: Call for entries and juries named

16/02/2021
Opinion

Price of Hate

21/09/2021
News

Facebook is buying Giphy and integrating it with Instagram

21/09/2021
News

Facebook expands test for in-stream ads on Live

21/09/2021
DigitalK 2015, 21 May 2015, Sofia, Bulgaria. Image ©Dan Taylor/Heisenberg Media - http://www.heisenbergmedia.com/
News

21st SEMPL: There’s no place for magic in the comfort zone

05/06/2019
Interview

Mario Lovrić, Managing Director UM Zagreb: Key to agency-client relationships is mutual trust

03/06/2019
Next Post
The Diary of a Methuselah #97: When you step on Mixer’s and Sarajevo brewery toes you are in a deep...

The Diary of a Methuselah #97: When you step on Mixer’s and Sarajevo brewery toes you are in a deep...

Media-Marketing.com

2011-2020 © All rights reserved.

Portal Media-Marketing.com

  • About us
  • Marketing
  • Impressum
  • Contact
  • Terms and Conditions
  • Privacy Policy

Social Media

  • News
  • Topic of the day
  • Interview
  • Opinion
  • Diary
  • Young Leaders
  • Three questions
  • Media Marketing
    • About us
    • Marketing
    • Impressum
    • Contact
    • Terms and Conditions
    • Privacy Policy
  • Advanced search
  • en English
  • bs Bosnian

2011-2020 © All rights reserved.