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Digital Publishing News: Audience Records, More Aggregation, Viewability

This week’s digital publishing news includes Condé Nast, Time Inc., and viewability considerations

Rounding up the latest digital publishing news reveals that several trends are sustaining themselves in the early months of 2015. First, multiplatform audiences, driven by mobile, continue to grow. Second, repurposing content is keying expansions and launches. Finally, ad viewability – video ad viewability, especially – is at the forefront of both brands’ and publishers’ minds.

A recent visit to MediaPost provided three articles that bear these developments out.

Condé Nast Breaks Audience Records

Condé Nast made digital publishing news in reporting its February numbers, tallied by comScore: 80.9 million consumers visited the legacy’s 21 websites and 17 digital video channels. This surge represented a 75% increase year-over-year, and a 5% improvement on its record set in December.

On the mobile side, Condé saw an impressive 53.4 million visitors, up 132% from February of 2014. According to the publisher, MediaPost reports, this ranks them ahead of Pinterest, ESPN, the Scripps Network, and The New York Times. Video viewership jumped 13%.

Condé Nast launched an in-house content studio in January.

Time Inc. Launches Fashion Aggregator

As MediaPost reports, Time Inc. is registering its own crazy data. 392 million readers across print, digital, and social were recorded by the publisher.

One way it’s doing so is by making better use of its vast troves of quality content. After debuting its DIY social aggregator platform Snug in January, Time Inc. digital has announced Mimi, its hub for fashion. Mimi will draw on both Time Inc. titles’ articles – as well as original work from staff – plus curated outside ones. Some portions of the site will be in Spanish.

Consumers can participate in the platform by contributing their own tips, stories, and reviews, overseen and ranked by editors.

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Behind the Buzzword: What Does Viewability Mean?

Ad viewability is this year’s “native” – the industry term on the tips of everyone’s tongues. But are publishers equipped to keep up with the pace of standardization and enforcement? Altitude Digital CTO Manny Puentes, writing for MediaPost, says no.

“This means that publishers feel the pinch as brands put stricter viewability requirements on campaigns. As publishers aim to provide the best possible experience for both consumer and advertiser, they simply don’t have all the tools they need to successfully meet these new standards. In order to truly address and improve viewability across the industry, more technology needs to be put in the hands of publishers to empower them to grow, control and maximize the value of their video inventory. While advertisers can target based on demographics and geographic locations to reach their desired audiences, publishers can also use targeting in smarter ways to package and serve their supply,” Puentes writes.

“To address viewability requirements on certain campaigns, publishers should identify ways to target readers who have a higher probability of seeing a video ad or opportunity. Publishers can target users with a higher ‘probabilistic viewability rating’ to campaigns with high viewability requirements. This will not only drive up viewability metrics for specific campaigns, but will drive higher revenue by allowing publishers to optimize campaigns with lower viewability requirements.”

Do you have any digital publishing news to report? Let us know in the comments!

To read more digital publishing news, visit MediaPost.

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