What you need to know about messaging app Line in 6 charts, Bleacher Report goes long with Michael Vick documentary, Why do UK display-ad-viewability rates keep sinking?, Facing email's limitations, Clover Letter branches out with an app,
| Lucia Moses In a platform era, CNN recognizes the need for a team devoted to off-site distribution. As its new vp of digital programming, Mitra Kalita will head up a team of 18 to program for mobile and social as well as the homepage and alerts. It's part of a bigger shift by CNN to shift to digital from TV. Kalita said in hiring, she’ll be looking for the "unicorns of our industry," people who are willing to break the formula for news when warranted. |
| | | Lucinda Southern Japan's popular messaging app Line has gone public. Mainly used in Asia, the funds raised will help with international expansion. Currently, 12 percent of people in the U.S. use Line, and it's unlikely to ever reach the scale of Facebook Messenger or WhatsApp. It can differentiate by the range of services it offers, which are already going down well with publishers. Its user numbers and revenues have, however, started to slow, so it needs to look to culturally relevant services in order to compete on the global stage. |
| | | Sahil Patel Bleacher Report is venturing into long-form content with a 50-minute documentary on controversial NFL star Michael Vick. It marks the continued evolution of the publisher's video strategy, which to date has focused on social platforms where it generated 544 million views in June. The documentary, which was released online and Bleacher Report's Team Stream app, is already paying dividends, quadrupling the number of daily downloads for Team Stream on premiere day. | | | | Jessica Davies Viewability rates felt very much like last year’s problem, and yet reports keep circulating showing that they’re depleting, specifically in the U.K. Meetrrics’ latest report shows that they’ve dropped from 54 percent to 47 percent in the second quarter of 2016 — their lowest point in 18 months. Theories as to why vary. Some cite the rise of programmatic; others say the pressure to create more inventory, exacerbated by ad blocking, is causing faster ad refreshing and reloading to occur. |
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| | | Jemma Brackebush Clover Letter, a 5-month-old email newsletter aimed at teenage girls, has just launched a mobile app as another platform to host its content. Its founders launched it after realizing there was no way to archive stories and its content was likely ending up deep in its readers’ inbox. It makes sense, given teens are more likely to use an app than check their email, Ypulse’s MaryLeigh Bliss said. |
| TradeDesk Once upon a time, it was impolite to ask someone new what they did for a living. In 2016 it's one of the first questions you're asked, especially if you’re working in the ad tech sector. Advertising conjures images of the Mad Men era but advertising technology is still a mystery to some. We checked in with some of the people of programmatic to learn what it is they actually do. Sponsored content by The Trade Desk |
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