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Ads Are Killing Your Reach

In case you didn't hear, Google will start blocking ads on February 15, 2018. Specifically, Chrome will stop showing all ads (including those owned or served by Google) on websites that display non-compliant ads. This means anything invasive: full-page ad interstitials, ads that unexpectedly play sound, and flashing ads.


On a similar note, Facebook has implemented a number of changes recently that have been affecting publishers' reach. And while it seems nearly impossible to figure out a winning strategy while juggling all of the platform's algorithm updates, one thing is abundantly clear:

Video ads are hurting your reach.

We're now finding that if you have a video ad on your site period, the Facebook gods are not going to favor you — and you'll most likely see a drop in reach.

On May 10 of this year, Facebook made it official: They rolled out an update that lets people see fewer posts and ads in the News Feed that link to low-quality web page experiences.

Facebook refers to "low-quality sites" as those "containing little substantive content, and that is covered in disruptive, shocking or malicious ads."

This is a very similar approach to what Facebook has recently done to combat fake news, focusing their updates on halting misinformation and giving more breathing room to quality content.

Facebook's Newsroom officially dove into this issue to explain why:

"We hear from our community that they're disappointed when they click on a link that leads to a web page containing little substantive content and that is covered in disruptive, shocking or malicious ads. People expect their experience after clicking on a post to be straightforward."

The way Facebook is handling this at scale is through AI automation. Here's how it works:

  • Posts with links to sites that include spammy links or ads will see their reach drop.
  • Spammy ads are now blocked from being approved.

In addition to the artificial intelligence, Facebook will rely on input from users (through surveys) to update and sharpen their AI algorithm. They'll likely also continue to use the data they receive from users when posts are marked as spam.

Per Facebook:

"This update will help reduce the economic incentives of financially-motivated spammers."

And with that statement alone, it's rather clear that the war on bad-quality content has begun.

If you navigate your own site and feel like annoying ads keep blocking your reading experience, then you probably have to review what ads you've implemented so far.

There's no doubt that bombarding your site with ads is no longer sustainable and will hurt you in the long run. Find out how to approach the new era of digital publishing and win at Facebook here.

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How to Control the Order of Posts on a Section Page

As an editor, you might want to manually control the order of your posts on any given section page. With our powerful CMS platform, this is as easy as dragging and dropping. Watch how it's done in the following video:

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Try This New Video Preview on Facebook Instant Articles

There's a new function for Facebook Instant Articles that shows a video preview on mobile. The option has been successful for some of our clients at RebelMouse, and we want you to give it a try too!

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How to Thrive in a World Without Ads

Mike Mallazzo, Director of Marketing at Narrativ, recently wrote a post on Medium: "Life After Ads: The recent purchase of TIME should remind publishers of the power a strong brand can wield."

He discusses how some media companies are starting to question their total reliance on digital advertising. With Facebook and Google capturing the majority of revenue in the online advertising space, Mallazzo talks about how some companies are diversifying their revenue streams with models that depend on building loyalty and trust through subscriptions and commerce content in addition to just advertising. He writes:

"Media conglomerates have rediscovered the power of brand equity, offering the most plausible hope for sustainability since the proliferation of the internet."

At RebelMouse, however, we are still seeing digital advertising work. Our clients — such as Dance Magazine — are seeing huge success with digital advertising. But what if you were a media company in a world where traditional digital advertising didn't work at all? What would you do? How would you make money and continue to grow as a company?

The key is loyalty. You can't have a brand without loyalty.

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