Facebook quer agrupar conteúdo de jornais dentro de sua plataforma

 

 Publicado em Segunda, 30 Março 2015 12:29

 Escrito por Redação Comunique-se

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O Facebook tem conversado discretamente com alguns veículos de comunicação para hospedar o conteúdo deles diretamente dentro de sua plataforma, em vez de fazer os usuários clicarem num link para um site externo.

Facebook diz que quer melhorar experiência do usuário (Imagem: Reprodução)A rede social já tornou público seu interesse em deixar a experiência de consumo de conteúdo online mais espontânea e natural. Para fazer uma proposta mais atrativa aos editores dos veículos, o Facebook está elaborando maneiras para compartilhar lucros com anúncios atrelados às notícias dos parceiros. A informação é do New York Times.

Atualmente, os posts com notícias são direcionados ao site do veículo de comunicação, abrindo outra página ou guia do navegador, o que leva quase oito segundos. Para a rede social, isso é muito tempo, especialmente em dispositivos móveis. O Facebook pretende começar a testar o novo formato nos próximos meses. Os parceiros iniciais são, além do próprio New York Times, BuzzFeed e National Geographic, enquanto outros podem aderir ao modelo se as negociações avançarem.

A iniciativa está sendo rejeitada por alguns jornais. Quando um usuário clica em um artigo, diversas informações valiosas sobre quem ele é e com que frequência visita aquele site são coletadas. Esses dados passaram a valer muito para o Facebook, que usa o conhecimento para rastrear o público mais efetivo para determinados tipos de publicidade. Em resumo, o acordo pode assustar os veículos, que querem controlar sua própria marca, audiência e anúncios.

6 reasons to advertise in newspapers From reader trust and influence to multi-platform effectiveness and engagement, research shows news media companies are the place to advertise. Media Engagement Index Media Index Printed Newspaper 210 Television 169 Newspaper Website 134 Radio 115 Magazine 89 Internet 58 Billboard 16 Avarage: 100 Newspapers, both print and digital, offer key benefits to advertisers that are not delivered by other media options. They are powerful and present advertisers with the opportunity to deliver messages in a trusted, engaging environment. Readers trust the ads: Nielsen finds that advertisements in newspapers continue to be among the most trusted forms of advertising. Newspapers provide an environment that offers clout. Both in print and digitally, newspapers are taken seriously – and so are the ads. Readers want the ads: Consumers were asked their reasons for reading their local newspapers. The top three answers: local news, local events, and the ads (from Totum Research on behalf of Newspapers Canada, October 2013). Newspapers are one of the few places where readers want and expect advertisements. They are part of the content. In many media, consumers go out of their way to avoid/skip ads because they don’t want them. Influencers read newspapers: Research finds newspapers are read by influencers, a key group for advertisers as they hold sway with family, friends, and peers. From Admap’s “How Influencers Work”:  “Influencers are information hounds. … These people are more heavily represented in the audiences for print media (newspapers) and online publishers (newspaper Web sites), more so than in the audiences of Facebook and Twitter. … Target influencers through the media they use.”  Add Engagement Index Media Index Printed Newspaper 477 Newspaper Website 139 Magazine 129 Television 119 Billboard 26 Radio 10 Internet - 1 Both the media and ads are engaging: Consumers were surveyed on 11 metrics for media engagement (i.e. how captivating the content and ads are). All 11 scores were added together except “it contains annoying ads,” which was subtracted (because it was a negative attribute). In some cases, this created a negative score. On media engagement, print newspapers scored highest! Newspaper Web sites came in 34% higher than average – scoring higher than radio, magazine, Internet, and billboards. Four metrics for advertising engagement included noticing the ads, getting useful information, annoying, and being influenced to purchase. Print newspaper ads scored almost five times higher than average! Newspaper Web site ads ranked second (39% higher than average). Ads across devises build on one another: Research finds newspaper readers across devices are more aware of the ads and have better brand recall. Multiple interactions with an ad across platforms makes ad effectiveness grow. Environmentally friendly: Newspapers are green. Print newspapers biodegrade in six weeks versus styrofoam cups (5,000 years) versus glass bottles (one million years), according to 2015 information from the National Parks Service. More than 80% of newsprint is recycled and the forest industry plants more trees than it takes, according to 2015 information from the Forest Industry Association and Newspaper Canada

Read more: http://www.inma.org/blogs/innovative-advertising-solutions/post.cfm/6-reasons-to-advertise-in-newspapers#ixzz3U6FA65f2

Fonte: INMA

89 finalists selected in INMA Awards competition for best media sales, marketing initiatives

Eighty-nine (89) finalists in the INMA Awards 2015 competition were announced today, recognising global excellence in sales and marketing among media companies.

The INMA Awards 2015 competition generated 578 entries from 190 companies in 38 countries.

The 80th annual sales and marketing competition was judged in February by an international jury of 33 executives from 15 countries representing the worlds of media and marketing.

First-place recipients in the INMA Awards 2015 competition will be announced Tuesday, May 12, at the conclusion of the INMA World Congress in New York. The awards ceremony will be held at the Edison Ballroom in Times Square. In addition to the announcement of 30 first-place recipients, the INMA Awards dinner in New York will conclude with the presentation of the “Best In Show,” representing the top sales and marketing campaign by a media company worldwide from the past year.

The INMA World Congress May 10-12 in New York's TimesCenter will focus on strategy, revenue, and transformation of media companies. It is designed for strategists, catalysts, audience-builders, marketers, and revenue executives from the world's leading news media companies.

The coveted INMA Awards, created in 1935, represent the pinnacle in media industry creativity to energize news brands, stimulate audiences, innovate in product development, and grow revenue in transformational times.

“The INMA Awards represent a snapshot of the creativity, passion, and soul of the news media industry,” said Earl J. Wilkinson, executive director and CEO of INMA. “Finalists announced today have demonstrated a world-class ability to communicate their value proposition in fast-changing times.”

Who among the finalists will take home the 30 first-place awards in 15 categories and two audience groups? Find out for yourself by joining the INMA World Congress May 10-12 in New York and witness the best the news media industry has to offer.

  

About INMA

The International News Media Association (INMA) is a global community of market-leading news media companies reinventing how they engage audiences and grow revenue in a multi-media environment. The INMA community consists of more than 7,000 executives at 600+ media companies in 80+ countries. Headquartered in Dallas, INMA has offices in Antwerp, New Delhi, San Salvador, and São Paulo. Click here for complete INMA Awards information.

INMA Awards 2015 finalists

Editor's note: Group 1 below represents regional/local publications under 300,000 print circulation or with an online audience of under 3 million unique visitors per month. Group 2 represents regional/local publications over 300,000 print circulation or with an online audience of more than 3 million unique visitors per month and national/international publications of all sizes. Click on the entry name to view the campaign.

Category 1: Best Brand Awareness Campaign Across Platforms

Group 1

• Correio, Salvador, Brazil, “Correio24horas Campaign”
• Gazeta do Povo, Curitiba, Brazil, “Political Citizenship”
• Ottawa Citizen, Canada, “Ottawa Citizen Trending Since 1845 Campaign”

Group 2

• Montreal Gazette and Calgary Herald, Canada, “Montreal Gazette Calgary Herald Reimagined Launch Campaign”
• De Morgen, Brussels, Belgium, “A Renewed De Morgen: This Country Needs More Salmon”
• VG, Oslo, Norway, “The Magnus-Sweater: A Tribute to Chess World Champion, Magnus Carlsen”

Category 2: Best Public Relations or Community Service Campaign

Group 1

• The Daily Telegraph, Sydney, Australia, “Fair Go For the West Campaign”
• Gazeta do Povo, Curitiba, Brazil, “Read and Think Gazeta do Povo”
• Gazeta do Povo, Curitiba, Brazil, “Political Citizenship”

Group 2

• Dainik Jagran, New Delhi, India, “Can a Newspaper Save the City of Brass from Motherboards?”
• Radikal, Istanbul, Turkey, “Radikal #4Hours”
• The Times of India, New Delhi, India, “Rise Up”

Category 3: Best Use of an Event to Build News Brand

Group 1

• The Daily Telegraph, Sydney, Australia, “Fair Go For The West Campaign”
• Metroland Media Group, Hamilton, Canada, “Ontario Entrepreneur Week (OEW) 2014”
• Zero Hora, Porto Alegre, Brazil, “Estação ZH”

Group 2

• Aftenposten, Oslo, Norway, “Urban Development Case”
• Gazeta Wyborcza, Warsaw, Poland, “Polish Your English”
• Singapore Press Holdings, Singapore, “See The Big Picture”

Category 4: Best New Print Product

Group 1

• The Desert Sun, Palm Springs, United States, “Thrive!”
• Landmark Magazine, Hong Kong, China, “Landmark Magazine”
• Milenio Diario, Mexico City, Mexico, “Milenio Magazines and Special Editions”

Group 2

• Aftenposten, Oslo, Norway, “Aftenposten History: Market Leader from the First Issue”
• The Atlanta Journal-Constitution, United States, “Living Intown Magazine”
• Die Welt, Berlin, Germany, “Bilanz: The German Business Magazine”

Category 5: Best New Mobile App or Website

Group 1

• Austin American-Statesman, United States, “Austin360 App”
• O Popular, Goiânia, Brazil, “Expresso: O Popular”
• Die Welt, Berlin, Germany, “Kompakt”

Group 2

• Los Angeles Times, United States, “Responsive Web Redesign”
• The New York Times, United States, “NYT Now”
• VG, Oslo, Norway, “The Magnus-Sweater: A Tribute to Chess World Champion, Magnus Carlsen”

Category 6: Best New Mobile Service

Group 1

• Diário do Pará, Belém, Brazil, “Interactive Journal in Cup”
• La Presse, Montréal, Canada, “La Presse+ Digital Edition for Tablets / Horséries Section on the Home Screen 'Vitrine' ”

Group 2

• The New York Times, United States, “NYT Now”
• NYT Now Morning Briefing, New York, United States, “The NYT Now Morning Briefing”
• Omni, Stockholm, Sweden, “Omni”

Category 7: Best Launch of a Brand or Product to Create a New Audience Segment

Group 1

• Diário do Pará, Belém, Brazil, “Tudoaquitem”
• El Nuevo Día, San Juan, Puerto Rico, “Audience Profile”
• Le Soir, Brussels, Belgium, “Le Soir's Fabulous Garden”

Group 2

• Hürriyet, Istanbul, Turkey, “Hurriyet.com.tr”
• Lajkat.se, Stockholm, Sweden, “Lajkat.se”
• VG, Oslo, Norway, “VG: Linear TV Channel Launch”

Category 8: Best Idea to Encourage Print Readership or Engagement

Group 1

• Diário do Pará, Belém, Brazil, “Passport Belem: 100 Things to Do in Here”
• The Gympie Times, Australia, “The Gympie Times”
• Vanguardia, Saltillo, Mexico, “Leer Mata”

Group 2

• The Daily Telegraph, Herald Sun, The Advertiser, The Courier-Mail, Australia, “Sir David Attenborough Essential Collection”
• Dainik Jagran, New Delhi, India, “A Newspaper Acts as a Catalyst to Transform the World's Largest Democracy to the World's Best Democracy”
• South China Morning Post, Hong Kong, China, “Occupy Central Coverage”

 Category 9: Best Idea to Grow Digital Audience or Engagement

Group 1

• Austin American-Statesman, United States, “Personalize Emails for Better Digital Engagement with Subscribers”
• Berliner Morgenpost, Germany, “Berliner Morgenpost Interactive Team Portfolio”
• Traveller.com.au, Sydney, Australia, “The Travel Bug Competition”

Group 2

• Hürriyet, Istanbul, Turkey, “Hurriyet.com.tr”
• Radikal, Istanbul, Turkey, Radikal #4Hours”
• VG, Oslo, Norway, “The Magnus-Sweater: A Tribute to Chess World Champion, Magnus Carlsen”

Category 10: Best Use of Social Media

Group 1

• 7DAYS, Dubai, United Arab Emirates, “7DAYS Football Fever”
• El Colombiano, Medellín, Colombia, “Twittercrónica”
• Sunshine Coast Daily, Maroochydore, Australia, “Sunshine Coast Daily: Connecting the Coast”

Group 2

• The New York Times, United States, “United States of Thanksgiving”
• Radikal, Istanbul, Turkey, “Radikal #4Hours”
• VG, Oslo, Norway, “The Magnus-Sweater: A Tribute to Chess World Champion, Magnus Carlsen”

 Category 11: Best Idea to Grow Subscription Sales

Group 1

• El Diario de Hoy, San Salvador, El Salvador, “EDH Pack”
• MLive Media Group/ACS-MI, Grand Rapids, United States, “My Michigan Membership Program”
• The New Paper, Singapore, “The New Paper Big Walk 2014”

Group 2

• Aftonbladet, Stockholm, Sweden, “Aftonbladet Plus: Historic Campaign for a Leading Freemium Service”
• Dainik Bhaskar, Bhopal, India, “MiE - Magazine in Education”
• The Globe and Mail, Toronto, Canada, “Investor Tools Flash Sale”

Category 12: Best Idea to Grow Single-Copy Sales

Group 1

• APN Australian Regional Media, Brisbane, Australia, “APN ARM Dinosaurs Collector Cards”
• APN Australian Regional Media, Brisbane, Australia, “APN ARM Free Seeds Giveaway”
• Diario Panorama, Maracaibo, Venezuela, “100 Triunfadores - Edición Aniversario 100 Años”

Group 2

• Bild, Berlin, Germany, “Inkjet: Individualization of 2.4 Million Bild Newspapers Per Day”
• Irish Independant, Dublin, Ireland, “Provincial Rugby Sponsorship”
• VG, Oslo, Norway, “Win Through VG”

 Category 13: Best Idea to Grow Advertising Sales or Retain Advertising Clients

Group 1

• Fairfax Regional and Community Newspapers, New Zealand, “AdPlan National Frequency Plan Initiative”
• The Oklahoman, Oklahoma City, United States, “The Oklahoman Small Business VIP Sales Event”
• The Post-Crescent, Appleton, United States, “State of Opportunity”

Group 2

• APN ARM Group of Newspapers, Australia, “APN ARM Bundles”
• South China Morning Post, Hong Kong, China, “APAC Innovation Summit 2014”
• VG, Oslo, Norway, “Win Through VG”

Category 14: Best Marketing Solution for an Advertising Client

Group 1

• The Advertiser/Sunday Mail, Adelaide, Australia, “Clipsal 500 Adelaide”
• Diário do Pará, Belém, Brazil, “Interactive Journal in Cup”
• The Hamilton Spectator, Canada, “Legal Matters”

Group 2

• Bild/Bild.de/1414 Reader Reporter, Berlin, Germany, “1414: Germany's First Photo and Video Community Introduces Branded Missions”
• Gazeta Wyborcza, Warsaw, Poland, “Open Your City”
• The Times of India, Bennett Coleman & Company, Mumbai, India, “Lavasa Women's Drive”

 Category 15: Best Idea or Innovation to Create New Profit Centers

Group 1

• El Colombiano, Medellín, Colombia, “ECOlab”
• The Day and Day.com, New London, United States, “Revenue Diversification: Expanded Marketing Division Develops Commercial Content”
• Winnipeg Free Press, Canada, “City Beautiful”

Group 2

• GFR Media (El Nuevo Día, Primera Hora and Índice), Guaynabo, Puerto Rico, “BrandShare”
• Hindustan Times, New Delhi, India, “One India”
• The New York Times, United States, “Paid Posts”