Gannett CDO David Payne Payne: New Ad Formats Will Keep Users on the Page

By on 03/07/2013 3:39 PM @daisywhitney

The next frontier for digital ad formats lies in ads that keep users on a publisher's site rather than letting them click away, says David Payne, Senior VP and Chief Digital Officer with the Gannett Company, in this on-stage dialogue with Ashley Swartz, CEO and Founder of Furious Minds at the recent Beet.TV executive retreat.

"We need some kind of indication on an ad that when you click that you'll stay within the format rather than clicking away," he says. "I'd love to see a universal icon that says 'if you click, thou shall stay,'" he says. Technology firms have an opportunity to breakout by developing formats that can signal to users that ads will keep a visitor on the page, Payne adds.

The more integrated the ad feels to the site, the more successful a publisher will be in drawing visitors to engage with the ads, he says. For now, though, most of the digital ecosystem consists of high-volume display ads that are measured on a click-through basis, but in time he wants to see ads that are more engaging and interactive. 

Joining in the conversation is Jun Group CEO Mitchell Reichgut and Tal Chalozin, co-founder and CTO of Innovid.

Daisy Whitney

Recent Videos
image
Old Media Resurface In A World Of Change: Susan Lyne

In the narrative of media evolution, what was once new becomes old and, ultimately, becomes obsolete. But vinyl music is enjoying a bounce – so what chance a return for other media formats? “I’m seeing people beginning to pick up formats that were considered dead and reimagine them,” ...

image
SMG’s CEO Desmond on Business Success: “Be Humble and Listen”

Riding the crest of a wave is a pretty good feeling. But the bigger lessons can come from falling off and hitting the bottom. Many a business guru is fond of the ironic value of failure. That’s a notion that the boss of one of the biggest ad groups subscribes to, too. “I’ve always learned ...

image
Xaxis’ Lesser Followed The Paternal Path To Change Advertising

Why did you get in to advertising? For Brian Lesser, it was because his dad showed him the ropes. Now Lesser runs WPP-owned Xaxis, one of the technology companies helping make advertising more targeted and more relevant. “When I was a kid, my father ran advertising agencies … I always liked the ...

519025316_c_648_367
From Mississippi Teenage DJ to Media Mogul, the Amazing Journey of Bob Pittman

Now the chairman and CEO of iHeartMedia, Inc., Bob Pittman got his start in the media business as a 15-year-old disc jockey in Mississippi, where he grew up. Motivated to earn money so he could take airplane flying lessons, he first applied to the local men’s clothing store and then tried to get a job ...

image
Privacy Concerns Slowing Ad Targeting In Europe: Furious Corp’s Swartz

Through the eyes of a US marketing exec, Europeans are, notoriously, relatively more concerned about how ad targeting might impinge on their personal data. A recent report from Belgium’s data protection agency claimed Facebook tracks computers of users without their consent, whether they are logged in ...

image
Research: Digital Video Growing On Live, Long-Form Demand

The old adage used to be that digital video had to be short, that viewers wouldn’t sit and watch it in long sessions. That may have been true on the desktop – but video ad tech company FreeWheel’s latest quarterly market report shows new devices are now driving online video ever more ...

image
Advertisers Lagging Consumers On Mobile: IPG’s Johnson

The data continues to point to a disconnect – consumers have flocked to consume content and engage socially using mobile devices, over desktop alternatives. So why have advertisers still not piled in to mobile at the same rate? “It’s sometimes an afterthought,” IPG Mediabrands global ...

image
IPG Chairman Emeritus David Bell: “An Igniter of People’s Talents”

Interpublic Group’s chairman emeritus David Bell grew up expecting to become a litigator, but when he decided at the last minute not to go to law school and turned his sights to advertising, he got lucky with admission to Leo Burnett’s training program. “I was the only one of 19 that didn’t have an ...

Irwin Gotlieb
The Thrill of the Media Biz Past, Present and Future: an Interview with Irwin Gotlieb

In Irwin Gotlieb’s view, what should make the ad industry exciting to young people is the variety of skills they’ll get to learn and clients they’ll get to serve. “If someone were to watch me in any given day, I still read scripts for television shows, I still make calls on development, and yet in ...

image
Creative Directors Are Warming Up to Data: Annalect’s Matts

Some creatives have continued to view data as an intrusion that undermines their work by valuing algorithms over instincts, but that may be starting to change. One development that creatives are excited about is the availability of programmatic technology that allows them to show hundreds of different ...

image
AdTech’s Torrid M&A Pace Powered by New Buyers, LUMA’s Kawaja

Through January to October 2014, the total value of ad tech deals totalled $3.8 billion, according to a report from investment bank Coady Diemar Partners at the time. And things are about to get bigger. Terence Kawaja, founder and CEO of media M&A advisory LUMA Partners, says his firm is advising on ...

image
AppNexus Replays Video Ambitions, Starting This Summer

It’s four years since ad tech company AppNexus first tried helping advertisers tackle targeted ad buying on digital video, an attempt it later aborted. But now the New York-based outfit is ready to reboot its video plan. AppNexus CEO Brian O’Kelley, in this video interview with Beet.TV, says: ...

loader