I was interviewed and quoted extensively in Jess Nelson’s MediaPost article about ad blockers and publishing industry:
I was quoted in Digiday for an interesting article about Morning Brew, a highly successful standalone newsletter-as-a-business. It’s a mystery to me why more publishers don’t wake up to the potential of high quality newsletter products. If Morning Brew, theSkimm, and theHustle can generate millions of dollars with just a handful of employees and a direct sold ad model, why is this opportunity commonly overlooked by larger publishers with vastly more resources?
I was quoted extensively in an ANA article (Association of National Advertisers):
“I’ve seen many B2B marketers over-engineer around data and analytics, ending up with their shoelaces tied together,” Sibson says. “The best investment of time and energy for B2B marketers is a strong segmentation strategy, backed by rigorous qualitative research. Aim to have five to 10 clearly defined segments, or personas, for your prospects, and use data and analytics to bucket them as quickly as possible in order to get them into the right messaging stream.”
Read the full article here (registration wall):
I was interviewed for Martech’s TechBytes series, touching a wide range of topics from email as identity, GDPR, to CMO budgeting.
MediaPost solicited my opinion along with a panel of industry experts about the recent changes to Facebook’s news feed that prioritizes local news in the content feed.
“While on the surface, this is good news for local news, it feels a bit like flowers after being punched in the face. Let’s not forget that Facebook just cut publisher’s organic reach to zero. Also, this change is more about Facebook trying to show users healthy content than it is about helping publishers. I think we can agree that local news is better than clickbait, but it still causes discomfort that Facebook is the arbiter of what’s good and bad for us.”
Read the full article on Media Post:
Apple is blocking/deleting 3rd party cookies for Safari users in some situations. This hurts advertisers since their targeted (and especially retargeted) ads are less effective. But in particular, it hurts the ad tech providers that act as the middle men between advertisers and publishers – their entire value proposition is based on the ability to track and target consumers across the Internet.
I was quoted in this article on Axios:
This could be a good thing for publishers if it motivates advertisers to buy ad inventory directly, which is far more lucrative to publishers than programmatic. It could also force ad tech providers to pass through more of the revenue to publishers, since they are providing less of the value realized by advertisers.
I was interviewed in Email Marketing Daily for PostUp’s Dynamic Content Wall product launch:
The goal is to help publishers transform grow their revenues with Personalized Business Models.
I was interviewed by Erik Sass at MediaPost about publisher strategy in the sometimes adversarial relationship between publishers and platforms. I love his opening line: “The platforms giveth, then they puncheth you in the face.”
Publishers casting about for alternative ways to reach (and take possession) of their audiences are giving another look to older channels like email, according to Keith Sibson, vice-president of product and marketing at email platform PostUp. He noted publishers can also benefit from growing concern among advertisers about brand safety on the platforms.
“It’s a good opportunity for publishers to try to rekindle the direct relationship with advertisers and audiences. Publishers themselves have become reliant on those very same platforms as traffic sources … One good way to hedge the risk centers around building a direct relationship with your audience is through channels like email. We’re not telling anyone to quit Facebook, Google, but don’t let it become their primary business,” said Sibson.
When it comes to audience-building strategies, Sibson said PostUp clients have had success converting traffic referred by the platforms into subscribers: “Of course, they do programmatic like everyone else, they get traffic from Google and Facebook like everyone else, but they view them as an opportunity to convert temporary short-term traffic into a long-term relationship.”
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.
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.
In a wide ranging interview I talk about programmatic advertising, and also touch on the other 2 elements of the troublesome trinity for publishers: Facebook and AdBlocking.
My interview with Laurie Sullivan at Media Post, a warning to publishers in advance of Google’s little publicized crackdown on mobile interstitials. The moral of the story: you can ask your audience for something, e.g. an email address, but keep it small and simple when on mobile.
I was interviewed by Tobi Elkin from MediaPost, discussing the setbacks for the Medium.com business model and why the publishing industry overall should take notice.
RTBlog: What lessons can be learned from Medium’s situation?
Sibson: Programmatic ad revenue is in large part the cause of publisher woes. It started off well. For advertisers, programmatic aggregates and provides enormous reach, as well as powerful targeting capabilities that deliver click performance.
For publishers, it’s turnkey: put a small piece of code on your site, and the money starts to flow. However, now publishers don’t need an ad sales team, and the barrier to entry for new publishing businesses has dropped dramatically. There’s now an oversupply of ad inventory, and CPMs are compressed as a result.
For many, the solution to preserve revenue was to show more ads, which in turn, helped precipitate the rise of ad blockers, which further compressed CPMs (per page view). I like to say that BuzzFeed took $10 billion of publishing industry revenue, and converted it into $1 billion in revenue for BuzzFeed.