How to Run Facebook Fundraising Ads: 5 Simple Steps | Nonprofit Tech for Good
Republicans will have to change their tune to stay relevant in Virginia | The Virginia Mercury
How do you get your fundraising appeals in front of your Facebook audience despite the significant declines in organic reach and engagement?
The short answer is you have to embrace the pay-to-play nature of the platform. The key, though, is doing it in a way that delivers maximum ROI. Running Facebook fundraising ads is an excellent way to reach your target audience and optimize for donations while generating data that allows you to measure your success.
How universal health coverage was branded as radical | The Richmond Times-Dispatch
“Republican candidates in recent Virginia statewide elections went all in on a bet with little actuarial upside. They hoped that by hammering on issues that riled up older, mostly white voters they could pull out wins in an increasingly diverse state.
The problem? Not only did they lose the elections, they’re about to lose the future, too.”
The power and limits of data-driven campaigning: Two new books reveal the empirical side of politics
Why, if the U.S. is the outlier, do our public discussions so often frame the international norm of universal coverage as extreme?
As it turns out, this idiosyncratic perspective doesn’t stem from a uniquely American love of freedom. It’s a legacy of special interest campaigns during the first half of the 20th century that successfully branded public health insurance as radical.
A basic intro to data analysis for communicators: It’s math, not magic.
The TV-first, consultant driven campaign model has dominated up through the latest presidential election. And because TV is a medium that generates little performance data, nobody can say for certain how well it’s been working.
Two recently published books highlight the shift to data-driven campaigning beyond the confines of well-funded presidential campaigns.
A brief history of media measurement: The 90-year story of why volume metrics dominate digital media
If you work in any communications field, literacy in data analytics is increasingly important. You’re undoubtedly aware of this, but you may not be certain what exactly the discipline consists of, how it can help you, or what you can do to become better versed in the world of data.
Here's a look at basic terminology, categories of analysis, examples of how they’re used in communications, and recommendations for what to do next if you want to learn more.
The state of attention analytics: editors weigh in | Parse.ly Analytics
If you’ve ever wondered why digital media analytics are dominated by measures of volume — pageviews, clicks, and their many cousins — you have to dig back far beyond the advent of the internet to find the answers. This is the story of how media measures designed for radio broadcasters during the Depression still shape today’s digital media economy.
Can engaged time metrics help fix mobile ads? | MediaShift
In this guest post for digital analytics firm Parse.ly, I shared insights on attention analytics from my conversations with editors at The New York Times, The Washington Post, The Atlantic and more.
The consensus is that measuring engaged time won't become the single most important metric, but it does provide valuable information about how the audience interacts with content. Leading publishers are now using a mix of different engagement metrics, which vary based on specific objectives, to measure success.
The future of time-based ad sales | MediaShift
I talked with Parsec Media CEO Marc Guldimann about how his company uses time-based ad sales to improve the mobile display ad experience for consumers while also increasing value for advertisers and publishers.
His key insight is that advertising is not a zero-sum game. When ads are more pleasant for the audience, publishers can actually increase ad load and generate more revenue. In short, when ads are higher quality, everybody wins.
White paper on attention analytics in digital media | The George Washington University
This piece I wrote for MediaShift provides an overview of the future of time-based ad sales, including how likely the practice is to spread and whether it can help sustain journalism financially.
It also includes insights on the subject from several experts I spoke with at the Financial Times, News Corp and analytics firm Chartbeat. The key takeaway is that selling ads based on time may not give every publisher a boost, but it could benefit a large swath of top-tier publications.
I'm pleased to announce that my new whitepaper, "The Rise of Attention Metrics: Can a New Digital Currency Help Sustain Journalism?" has been published by The George Washington University School of Media and Public Affairs.
It provides key insights on the role of attention analytics in building a more sustainable business model for digital news publishers.