How the Dreamers and Bean Counters Can Meet in the Middle Over AI
State of Digital Publishing
A new publication and community for digital media and publishing professionals, in new media and technology.
NOTE FROM THE EDITOR
By?Andrew Kemp, Managing Editor at SODP
After a restful break last week, in which not one odd job around the house was completed (utter bliss!), I’m back at my desk once more, refreshed and reinvigorated.
If you haven’t had a chance yet, I’d recommend checking out last week’s editorial note from?SODP’s?very own Vahe Arabian, in which he touched upon?the company’s evolving strategy.
He provides some insight into what we’ve been up to and highlights the importance of pivoting when it comes to technological developments such as generative AI.
I paused my coverage of AI?back in June, becoming exasperated at the industry’s seesawing between hype and disillusionment. I wanted to until?sentiment over AI had plateaued?and for the time that there was something worth talking about. I think that time has arrived.
As somebody who’s been closely following the media’s adoption of generative AI, it seems clear to me that we’re now beyond questions of whether the industry should use AI and are instead faced with questions of how and where it can, should and will be used.
Some media leaders have advocated against?falling prey to mistakes of the past, when technological developments caught the media sector by surprise, while others?tout its role in building sales.
While I can appreciate generative AI’s business potential, industry leaders seem so caught up in potential outcomes that they’ve forgotten the need for editorial buy-in.
Push notifications?are brief, concise messages that pop up on mobile devices or desktop screens, even when the user isn’t actively on the sender’s website or app. They’re widely used across several sectors, including eCommerce, SaaS, health, education and more.
For instance, eCommerce push notifications might inform users about a flash sale or a price drop for an item in the wishlist. Similarly, SaaS products might send alerts about a new feature release or a change in service status via push messages.
The content industry, particularly publication platforms and apps, has also made good use of this approach. Publishers routinely send push notifications to update users about the latest articles, breaking news, exclusive content and any significant updates.
Let’s take a closer look at how push notifications can help publishers.
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Digital publishers and editors understand the critical role of engagement in audience development. Among the numerous engagement strategies available, push notifications have emerged as an effective tool to increase reading time and foster a connection with readers.?
The?best push notification platforms?allow publishers to send timely, relevant content teasers and updates to pique their users’ curiosity and encourage them to return to their platforms more frequently. These platforms also work independent of a publisher’s site or app, directly engaging audiences through their device or browser.
Push notifications, or push messages, aren’t just an engagement tool, they’re also a potent re-engagement strategy. Offering a level of personalization unmatched by traditional communication channels, push notifications can?target inactive readers, rekindle their interest and guide them to website or in-app content.
Let’s delve deeper into what push notifications are, their benefits, types, common mistakes to avoid and the key metrics to measure their success.
The CPM pricing model is a firm favorite among digital publishers, with good reason. The model is easy to use and requires relatively low levels of effort from web site owners to convert traffic into revenue.
The increasing number of internet users has made digital marketing vital to any business’ growth strategy. As of April 2023, there were?5.18 billion internet users?worldwide — almost two thirds of the global population — with that figure growing?at 4% per annum.
It is, therefore, hardly surprising that the?global digital advertising market?is projected to hit $786 billion by 2026.?
Cost per mille (CPM) is one of the most popular models for pricing web ads, helping brands reach new audiences while requiring very little from publishers. Under CPM advertisers pay publishers, website owners or?video monetization platforms?for every 1,000 impressions a display ad receives.
Keep reading to understand what a CPM marketing campaign is, its different aspects and what advertisers expect from successful ad campaigns.????