Lucia Moses

  • These MIT grads are having their 15 minutes of programmatic fame

    Unless you’ve been living under a rock, chances are you’ve seen the seemingly ubiquitous native ad that’s been running since October with some variation of the headline, “Meet the two MIT grads that have disrupted the auto insurance industry” over a photo of two fresh-faced young women. The headline directs to a performance ad for a Cambridge, Massachusetts-based company, Ever ...

    Lucia Moses/ Digiday- 13 readers -
  • Opportunism knocks: Marketers and media take on Google

    It’s open season on the duopoly. In the past week, a flood of brands from AT&T to Verizon to Johnson & Johnson have pulled ad campaigns from Google-owned YouTube because they don’t want their ads appearing next to objectionable videos. Alongside the Google brouhaha, there’s been growing pressure on fellow platform giant Facebook; both have been targets of derision fo ...

    Lucia Moses/ Digidayin Google- 13 readers -
  • Despite calls for quality, publishers can’t escape the scale trap

    Condé Nast exec and Interactive Advertising Bureau chairman Jim Norton got a hero’s reception at the IAB’s Annual Leadership Meeting in January when he called on brands to make sure their ads only appear next to quality editorial content in the face of clickbait and fake news. Quality may be the rallying cry of 2017, but scale is far from dead in digital media.

    Lucia Moses/ Digiday- 20 readers -
  • From frenemy to friend: How Google won publishers over

    In February, Facebook hosted dozens of media company executives at its offices to show its content and product plans. Earlier, it had held roundtable meetings with 100-plus publishers while former TV anchor Campbell Brown, now Facebook’s director of news partnerships, threw soirees at her Manhattan apartment with news and journalism bigwigs. News industry veterans have seen this all before.

    Lucia Moses/ Digidayin Display Google How To's- 25 readers -
  • How Jessica Lessin used her reporting chops to build The Information

    As a young reporter in her 20s at The Wall Street Journal, Jessica Lessin developed a reputation for her dogged coverage of tech and media companies. Her inside story about the legal battle between media titans John Malone and Barry Diller was a front-page sensation. Kara Swisher called her “always deft” while Peter Kafka wrote of how she “owned the IAC beat so thoroughly” that ...

    Lucia Moses/ Digidayin How To's- 17 readers -
  • Inside Time Inc.’s bumpy yearlong sales overhaul

    Back in January 2016, Time Inc.’s top brass assembled the ad sales force at an offsite meeting. Senior management, as part of a plan to introduce a new sales structure, pointed to four corners of the room. They said each represented a different way to organize sales, and asked the assembled to walk to the one that represented how centralized sales at Time Inc’s 22 print magaz ...

    Lucia Moses/ Digiday- 16 readers -
  • The Washington Post preps its augmented reality push

    The Washington Post plans to use augmented reality to enhance its reporting and storytelling in 2017. The Post first used AR last year to explain the events that led up to Freddie Gray’s arrest death in Baltimore in 2015. But people had to download an app to access the experience. Since then, the Post has been building an AR framework into its two existing apps — its magazin ...

    Lucia Moses/ Digiday- 14 readers -
  • From Mimi to The Drive: Time Inc.’s patchy record with digital verticals

    In March 2015, Time Inc. unveiled Mimi, a “social-first” brand that it breathlessly described as the “ultimate destination for all-things beauty” and a “substantial opportunity” to reach millennial women who weren’t reading its stalwart magazines like InStyle and Real Simple. The goal was to get the site upwards of 5 million monthly uniques in a year or two, a former Time Inc.

    Lucia Moses/ Digiday- 21 readers -
  • Why The Boston Globe embraced Facebook for notifications

    The Boston Globe, like many publishers, wants to send breaking news notifications directly to people’s phones. But when it explored the options on the table earlier this year, it hit a wall: Tweaking its app or assigning developers to plug into another platform was shaping up to be a big drain on resources.

    Lucia Moses/ Digidayin Social- 13 readers -
  • How The Atlantic is scrambling to keep readers on its own site

    The Atlantic has spread its articles across platforms, from Facebook to Twitter to LinkedIn. It was one of the first publishers to launch on Facebook Instant Articles, and embraced Google’s counterpart, Accelerated Mobile Pages. It credits moves like that with a 30 percent increase in its digital audience and 20 percent increase in revenue last year.

    Lucia Moses/ Digidayin How To's- 13 readers -
  • How The New Yorker is capitalizing on its Trump bump

    When The New Yorker put its site behind a metered paywall in November of 2014, the expectation was that traffic would go down. Not only did traffic increase 30 percent within a few months (it’s now 15.6 million uniques), but subscriptions grew 85 percent year over year. Then came the election, which delivered The New Yorker’s biggest month ever in subscription growth in Janu ...

    Lucia Moses/ Digidayin How To's- 19 readers -
  • The Guardian is getting 60 percent of its Google mobile traffic from AMP

    Many publishers have scrambled to adopt AMP, Google’s answer to Facebook Instant Articles. As the Guardian’s experience showed, Accelerated Mobile Pages can be a success if publishers put the work in. AMP has gradually been taking over the Guardian’s mobile traffic; today, 60 percent of its Google mobile traffic is AMP, well above the 10 to 15 percent that publishers have be ...

    Lucia Moses/ Digidayin Google- 18 readers -
  • ‘Everybody’s making money on invalid traffic’: Confessions of a media auditor

    Talk about ad fraud has never been louder, but when it comes to stamping it out, digital media has a long way to go. For the latest in our Confessions series, where we grant anonymity for brutal honesty, we talk to a longtime media auditor about what it’ll take to really clean up the state of digital advertising. Here’s our conversation, edited and condensed.

    Lucia Moses/ Digiday- 16 readers -
  • Time Inc. is hungry for social food videos, too

    Better late than never. Time Inc. is following in the steps of Tastemade and BuzzFeed’s Tasty among others by diving into social food videos. Launching March 2, Well Done is being produced by a 10-person video team out of Time Inc.’s test kitchens in Birmingham, Alabama. They’ll produce six to eight short vertical videos a day for Facebook, Instagram, Twitter, Snapchat and Pinterest.

    Lucia Moses/ Digidayin SEO- 17 readers -
  • Playing catch-up, Conde Nast navigates a tricky digital evolution

    Last June, Vanity Fair launched The Hive, its first vertical outside the storied magazine, with a roster of star writers and social-first strategy. But to Mike Hogan, the magazine’s digital director, the brand was significant in another, less obvious way. “To launch it all internally and have it happen on time and without major glitches is a new experience for us,” he said.

    Lucia Moses/ Digiday- 35 readers -
  • CNN relaunches its mobile app around — what else? — video

    As part of a $20-million digital expansion begun last year, CNN is relaunching its mobile app on February 24 with a focus on video. The new app emphasizes video in a few ways. Whereas the old app was text-heavy, the new one pushes video through a prominent “watch now” section on the home screen. Users will have access to 100 hours of video that wasn’t previously available on m ...

    Lucia Moses/ Digiday- 16 readers -
  • How is trying to keep fly-by visitors on its new home site is busy unbundling itself, moving from a one-stop shop for search visitors to a collection of vertical media brands. Next up: The Spruce, a new home and food site, slated for launch on Feb. 22. The Spruce is the latest branded vertical site to come from About, which has been slicing up its content as portals fall out of favor with users — and advertisers.

    Lucia Moses/ Digidayin How To's- 12 readers -
  • Inside Forbes’ lean approach to creating stories for social media

    With social platforms sending only a piddling amount of revenue back to publishers, some media companies are rethinking the idea of hiring costly platform-specific editorial staffs. The days of those 10-person Snapchat teams may be numbered. Take Forbes Media. As an independent publisher, it doesn’t have other properties to share costs with. In 2008, it consolidated its print and digital staffs.

    Lucia Moses/ Digidayin Social- 34 readers -