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jerryking : dayparting   5

Helping Hand for Time’s Print Empire
July 29, 2012 | NYT | By AMY CHOZICK.

Lang has homed in on the transition to mobile devices and the customizing of ads for marketers based on the vast amount of consumer data Time Inc. collects on readers. Her theory: if users’ personal information is a treasure trove for Silicon Valley businesses, it should be equally valuable to traditional media. ....Ms. Lang talks about Time Inc. not as a magazine publisher, but as a branded news and entertainment company. She believes she can sell digital products to advertisers tailored to a level of specificity not previously available....As the Digitas chief she turned a traditional direct-mail service into a business that built and placed digital ad campaigns customized for Web sites and social networking sites like Twitter and Facebook. She also helped start the “newfronts” that take place around the time of the TV network’s upfronts, where advertisers see the coming slate of TV shows, and connect advertisers to online companies like YouTube and Hulu....the focus seems to be on tailoring the company’s magazine properties around the digital consumer. Driving that plan is a trove of research that breaks down readers’ daily news cycle. The “Arc of the Day” study showed that in the morning readers want bite-size headlines and news flashes. In the afternoon, they are often at a desktop computer and want to grab a slide show or video, and at night they have time to engage in a deeper article. A related study also found that the average smartphone owner spends 1.4 hours a day waiting in line while browsing a device....Time Inc. had previously resisted a deal with Apple in part because it did not want to give up its control of subscriber data to the technology company.

But the deal fits Ms. Lang’s favorite refrain: “We need to be where our consumers are.”
magazines  digital_media  profile  CEOs  mass_media  data_driven  Publicis  advertising  TIME_Inc.  news  dayparting  print_journalism 
july 2012 by jerryking
On Message: Digital billboards offer advertisers a flexibility they can't normally get on roadside promotions
September 12, 2005 | Wall Street Journal | By JEANETTE BORZO,

Sell flexibility of advertising to SMB. You don`t have to choosea single message--you can run them all on digital signage.
howto  digital_signage  dayparting  Clear_Channel  Viacom  Lamar_Advertising  advertising_networks 
october 2011 by jerryking
Digital Signage: Dayparting Makes a Big Difference
Often referred to as "dayparting," segregating messages based
on the time of day offers digital signage marketers and advertisers a
way to target changing audiences.
dayparting  digital_signage 
september 2011 by jerryking

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