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INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THE BEST
DAMN MAGAZINE
MEDIA INNOVATIONS
IN THE
WORLD
FROM PROGNOSTICATIONS
TO PRESCRIPTION
5 KEYS TO SUCCESS
ALL ROUTES TAKE YOU THROUGH ONE
OF THESE ROADS
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
1. Mobile is the dominant platform
2. Video the dominant mode
3. Native advertising will be the dominant vehicle
4. Programmatic will be dominant method
5. Data will dominate decisions
FROM PRESCRIPTION
TO PLAN OF ACTION
THINK DIFFERENTLY FROM DEMAND POINT
OF VIEW RATHER THAN SUPPLY
YOUR AUDIENCE IS DEMANDING
SOMETHING ELSE YOU MUST CHANGE
AUDIENCE FIRST CHANGE STRATEGY
IF YOU ACCEPT CHANGE
YOU NEVER GROW OLD
IT IS ONLY WHEN YOU DROP YESTERDAY’S
ASSUMPTIONS YOU CAN GLIMPSE
TOMORROW’S POSSIBILITIES
TIME TO UNLEARN WHAT YOU THINK YOU
KNEW TIME TO THINK
INNOVATION
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Will it kill or save your brand?
18 pages; 5,427 words
NATIVE ADVERTISING
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
STOP ARGUING
ABOUT IT.
IT’S HERE
TO STAY.
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
NATIVE GREW
21% LAST
YEAR.DESKTOP
GREW 1%
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
PUBLISHERS 20% used
native in 2014
Another 25% in ’15
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
ADVERTISERS: 55% brand
affinity lift88% lift in
intent to purchase
(BuzzFeed; US$120m/year)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
: READERS:
70% want ad stories
But do NOT hoodwink us
90% accept
native
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THE RISK: BAD EXPERIENCE?
58% never use site again
Half tell friends30-60% exact
revenge
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
CRITICS: Doesn’t work
Damages brandIt amounts to hoodwinkingAnd whoring
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
But bad native is just bad
execution…
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Great native
is as good as editorial
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
BEST PRACTICES: Label it clearly
Hire great writersHouse them
separatelyInsist on veto
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IN THE BOOK: The 5 principals of
great native ads7 great native ads
9 companies who can help
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Is it stupid not to have a strategy?
12 pages; 5,229 words
MOBILE ADVERTISING
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
NO MOBILE STRATEGY?
SUICIDAL
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
MOBILE IS EVERYWHERE
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• 50% of world population have mobile devices
• 25% smartphones • Users check 221
times a day
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Of all web pages
served globally: 40% are
to mobile
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THREE COMPELLING
REASONS FOR A MOBILE
STRATEGY
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
1. REVENUE
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• $64b global in ’15, up 60%
• $159b by 2018, or 22.3% of global ad spending
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• Without a mobile-friendly site or mobile responsive ad formats, you will not get much or any mobile revenue
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
2. GOOGLE
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• Search drives 64% of all traffic
• For the first time, more mobile Google search (9.6b) than desktop (8.3b) last Nov.
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
3. CONSUMER PERCEPTION
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• 80-99% of adults surveyed in 6 countries (China, Germany, US, UK, Brazil, India) go to a competitor’s site after bad mobile experience
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IN THE BOOK 8 mobile
advertising best practices
13 most innovative mobile ads
The best mobile video ads
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Get onboard, or get run over
11 pages; 4,096 words
PROGRAMMATIC ADVERTISING
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
AGAIN, NO DOUBT:
PROGRAMMATIC IS HERE
TO STAY
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“It is doing for the ad world what the
automated assembly line did
for the automobile manufacturing
industry.” — former agency executive Richard Tso
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“Helping ad buyers find the right
audience at the right price at the
right time.” — BusinessInsider’s 2014
Programmatic Advertising Report
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
U.S. programmatic: $15 billion —
For first time, more than 50% of all digital
display ad dollars; In 2016: it’ll be 66%
— eMarketer
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
:
EVERYONE IS USING IT
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
• 75% of advertisers use it to buy display ads
• 50% use it to buy mobile & video ads
• American Express switched 100% of its digital ad spend to programmatic
• Proctor & Gamble: converted 70%
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
UNPRECEDENTED POWER
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Leverages rich consumer behaviour
data (which you never had before) to guide
marketing strategies in personalised ways that
offer a much greater chance of advertising
campaign success
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
CONSUMERS SIGNALING
BACK TO BRANDS:
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
FREES SALES
PEOPLE FROM
GRUNT WORK
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IT DOES NOT ELIMINATE
JOBS
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IT DOES NOT LOWER
CPMs
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IN THE BOOK: Private networks
to protect your CPMs
How to handle transparency
The learning curve
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
You might think it doesn’t affect you…
18 pages; 5,947 words
DIGITAL AD FRAUD
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IT AFFECTS EVERYONE
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“The surprise [in the ANA study results]
was the ubiquity of the fraud. It is not just no-
name websites; it also affects premium
publishers.” — Assoc. of National Advertisers
(ANA) vp Bill Duggan
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“We have reached a crisis point: 36% of
traffic today is generated by
machines, not humans.”
— Interactive Advertising Bureau (IAB) Board of Directors president Vivek Shah
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
10-60% OF ALL DIGITAL
ADVERTISING IS FRAUDULENT
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
COSTING THE INDUSTRY:
$4.5M/HOUR $6.3B/YEAR
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
25% of all VIDEO ad impressions
are fraudulent (viewed by bots)
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Over 10% of all digital DISPLAY
impressions are fraudulent
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
JUAN ANTONIO GINEREDITORS
THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
50% of all THIRD-PARTY
traffic purchased by publishers is
fraudulent
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
INNOVATIONS IN MAGAZINE M
EDIA 2015-2016 WORLD REPORT
JUAN SEÑORJOHN WILPERS
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
ADVERTISERS GET PORN
SITES NOT
PUBLISHERS SITES — BusinessInsider
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
BOTS ACT LIKE HUMANS
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9 TYPES OF AD FRAUD
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Ad Impression Fraud (CPM) Hidden ad impressions Fake sites Video ad fraud Paid traffic fraud Ad re-targeting fraud Search Ad Fraud (CPC) Affiliate Ad Fraud (CPA) Lead Fraud (CPL) Ad Injection Fraud Domain Spoofing Fraud CMS Fraud Retargeting Fraud Traffic Audience Extension Fraud
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
HOW DO THEY
MAKE MONEY?
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• Selling fraudulent ad impressions
• Selling fraudulent traffic
• Selling their ads on other publishers’ sites
• Sending fraudulent traffic for affiliate commission
• Creating fraudulent sites that look legitimate and selling advertising on those sites
INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORTA SURVEY BY THE INNOVATION INTERNATIONAL MEDIA CONSULTING FOR FIPP – THE WORLDWIDE MAGAZINE MEDIA ASSOCIATION
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
WATCH AN INFECTED
BOT IN ACTION
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
HOW TO BEAT
THEM?
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Authorize 3rd-party traffic validation technology Request transparency for sourced traffic Use third-party monitoring Apply day-parting Buy only from companies who will give you the name to be on the cheque
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
FRAUD STRIKES
AT THE HEART
OF OUR BUSINESS
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
ADVERTISING IS BASED
ON TRUST AND RESULTS
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
AD FRAUD WRECKS
EVERY PART OF THAT
EQUATION
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IN THE BOOK Strategies
to detect & prevent fraud
‘Friends in the Fight’Mobile ad fraud
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
Is the importance of mobile exaggerated? 15 pages; 7,788 words
MOBILE
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THIS REALLY
IS THE YEAR
OF MOBILE
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
IT’S THE SEVENTH
MASS MEDIA
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“If you think of mobile not as a small screen but as the
7th form of mass media, then the differences
between it and the PC are like the differences
between radio and print.” — Luke Wroblewski, CEO of app developer
Input Factory, told Digiday
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EVERYTHING IS DIFFERENT
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Different set of audience expectations
Different environment
Different editorial, advertising, ecommerce tools & mindsets
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
“This is a mobile mind shift, not just ‘mobile first’. It is a
complete change in the psychology of consumers.
The expectation that any desired information or
service is available, on any appropriate device, in
context, at your moment of need.”
— Forrester Research senior vice president Josh Bernoff
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
CONTENT MUST BE:
Quick Concise
Constant Readable, useable
on small screen
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
PUBLISHERS ARE MISSING THE
SIGNALS
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“Traditional publishers are dangerously
slow to adapt [and] recognise
mobile publishing is as different from
print-to-web publishing as television is from
cave drawings.” — Media consultant Alan Mutter
writing in Editor & Publisher
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“If you’re in a meeting and
mobile isn’t mentioned in the first ten minutes,
leave. It’s that important.”
— Jeff Moriarty, chief digital officer, Johnston Press, in Digiday
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
THE BIG CHALLENGE:
ADVERTISING
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THE INNOVATION IN MAGAZINE MEDIA 2015-2016 WORLD REPORT
OH, BY THE WAY: BE MOBILE
FRIENDLY BY 21 APRIL
OR CONSIDER A NEW LINE
OF WORK
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IN THE BOOK How to tell if
Google likes you11 mobile edit. tips
Native apps or mobile web?