Views from Vail: Highlights from the Digiday Publishing Summit

Posted Apr 6, 2016

Last week, several members of the AdColony team trekked to Vail, Colorado for the Digiday Publishing Summit. The two day summit, which took place March 30th through April 1st at the Vail Marriott Mountain Resort, featured dozens of captivating sessions.

On the first day of the event, our very own Emily Kaufman shared monetization strategies used by top mobile game developers that could help other brands building out their mobile strategy.

AdColony Digiday Publishing Summit

Understanding that content on the mobile web is vulnerable to ad blocking, Emily discussed the need to shift to an app-first mindset on mobile. Furthermore, understanding that the majority of mobile users would rather view an ad to access premium content for free than to pay for that content, Emily shared ways mobile publishers are treating ads as a value exchange with users. Finally, Emily shared data from our study on Use Rate, showing how publishers can maximize their ad monetization efficiency.

Other discussions the surfaced during the event included how half of all publishers are now building out teams devoted to creating native ads and how publishers must adapt to a platform world. Of course, VR also popped up during the event, with Gannett’s CRO Kevin Gentzel noting that this method of “storytelling creates an empathy between a journalist and a reader that’s stronger than any other storytelling device in the history of journalism.” Indeed, when you combine the power of sight, sound, and motion, you’re apt to connect to your audience better than any static medium.

Recordings from the session are available here. Emily’s presentation begins approximately 44 minutes in on the Day 1 video.

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