nox july 2012
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News Online Exchange for the Month of July - Content Moderation in Digital Advertising , Up Close and PersonalTRANSCRIPT
JULY 2012 BUSINESS NEWSLETTERDATE ISSUED : JULY 2012
Advertising is a very competitive business, and that isn't going to change soon. The
traditional media are watching their revenues gradually wane, while brands clamour
to get more bang for their advertising buck. Thankfully, some of the attention (and
budgets) is turning to online, where new advertising ideas are born every minute.
User Generated Content (UGC), also known as consumer-generated media (CGM), refers to any
material created and uploaded to the Internet by non-media professionals, whether it’s a
comment left on Amazon. com, a professional-quality video uploaded to YouTube, or a student’s
pro� le on Facebook. UGC has been around in one form or another since the earliest days of the
Internet itself. But in the past �ve years, thanks to the growing availability of high-speed Internet
access and search technology, it has become one of the dominant forms of global media. It is
currently one of the fastest growing forms of content on the Internet. UGC is fundamentally
altering how audiences interact with the Internet, and how advertisers reach those audiences.
News Online Xchange (NOX) is the o�cial monthly business newsletter of New Media Services Pty. Ltd. It serves to give up-to-date information on the products and services under the NMS brand, as well as news involving the Web and Mobile industries.
In 2006, UGC sites attracted 69 million users in the United States alone, and in 2007 generated $1 billion in advertising revenue. By 2011, UGC sites are
projected to attract 101 million users in the U.S. and earn $4.3 billion in ad revenue.
The Role of User-Generated Content in Digital Advertising
(Continued on next page.)
Person of the Year
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Content moderation in context of a digital advertising agency is analyzing and editing user-generated material in
order for it to be socially acceptable and Brand approved for the general public to view via Internet-based media.
www.newmediaservices.com.au
Content Moderation in Digital Advertising, Up Close And Personal
JULY 2012 BUSINESS NEWSLETTERNews Online Xchange
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(Continued from previous page.)
Source: eMarketer, January 2009
UGC and social networking as a major force on the Internet represents the greatest opportunity and challenge to marketers since the advent of the Internet
itself. In the larger eco-system, social networking and UGC sites have provided high-value advertising inventory and audience segments needed to capture
more of the market share and targeted audience reach that advertisers demand, e.g. Microsoft’s investment in Facebook, Google’s acquisition of YouTube, and
News Corps.’ acquisition of MySpace.
While all advertising on the Web is interactive by nature, but UGC sites o�er a unique and
more complex level of engagement. Instead of inviting individual consumers into an
environment of their own making, marketers advertising on UGC sites are entering a
conversation initiated, maintained, and “owned” by consumers themselves. This requires
those marketers to behave di�erently, or risk what can be very vocal disapproval from
those consumers. UGC and Social Networking isn’t all “child’s play” either. A Fall 2006
analysis by comScore Media Metrix showed that more than half of MySpace users were
over 35 years old, and that 25-year-olds accounted for 71% of Friendster users. Separately,
executive networking site LinkedIn, reports that its average user is 39 years-old and has an
annual income of $139,000.
Today, brands of all sizes are eager to jump into the
UGC/social networking environment. But doing so
blindly—without clear objectives in mind—can lead to
an unsatisfying experience. As with any new environ-
ment, it’s important � rst to understand where you want
to go and how you can get there before diving in.
UGC/social networking o�ers brand-building opportu-
nities far beyond what’s available through traditional
advertising, but taking advantage of those opportuni-
ties means �rst grasping some basics.
How does UGC o�er something unique?
Traditionally, marketers have been able to buy time or space on � xed media in a controlled context. They knew where their ad would appear, what it would
look like, and perhaps most important, in what context it would be seen. In other words, they could be guaranteed their message wasn’t being delivered in a
hostile or inappropriate environment. Today, such guarantees are harder to make, and that lack of control can be a source of great anxiety for marketers. But it
also represents an unrivaled opportunity.Advertising in UGC requires marketers to alter their approach. Instead of broadcasting one-way messages at their
audiences, advertisers are compelled to engage in a conversation. Doing so carries risks, but failure to do so carries more.
Note: includes video, audio, photo sharing, blogs, wikis, personal Web sites, podcasts and online bulletin boards
15.4
71.3
21.2
11.6
82.5
18.1
79.7
23.9
13.9
88.5
20.6
87.7
26.7
15.4
95.3
22.7
94.7
28.5
16.9
101.7
24.9
100.1
30.2
18.4
108.0
27.2
105.3
32.1
19.1
114.5
User-generated video
Social networking
Blogs
Virtual Worlds
User generated content creators
2008 2009 2010 2011 2012 2013
Comparisons to other forms of advertising
US User-Generated Content Creators, by Content Type, 2008-2013 (millions)
Worldwide User-Generated Content Creators, 2006-2011 (millions)2006
2007
2008
2009
2010
2011
117.9
136.5
157.5
182.3
211.1
237.7
JULY 2012 BUSINESS NEWSLETTERNews Online Xchange
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Strict policies must be set and applied to govern
content authenticity, originality, privacy,
political/social correctness and legalities, both
locally and globally. Such policies should permit
and promote UGC and sustain viable social
network interac¬tions. Inappropriate content
includes, but is not limited to, profanity, sedition,
violence, bare skin, false and outdated information,
spam and other inappropriate content.
It is crucial to ensure that only appropriate UGC
is posted on the Web site by screening and
�ltering for mal-content. Failing to do so could
severely impact user tra�c, company brand and
the bottom line. The huge growth and
pervasive¬ness of UGC within companies’ core
online user experience poses potentially
complex challenges and heightens unnecessary
exposure to risk.
Content moderation has grown into a discipline that requires expertise in pattern detection and analysis. Although there are numerous software-
based solutions in the market, they do not address the custom needs of particular businesses. With the right level of investment in moderating
content, Web site operators can create an optimal strategy that maximizes customer satisfaction while minimizing abuse and impact on the
company’s brand and reputation. With the increasing growth of UGC, as well as the technology, cost and scale needed to moderate it, achieving an
optimal long-term solution requires detailed strategic planning and execution. A variety of options currently exist to help Web site operators protect
and optimize their investments and reduce increasing moderation costs. Many organizations have outsourced their content moderation operations
to reduce costs and enable more scalable and predictable business outcomes. Others have implemented both custom and standardized technology
options to replace existing technology or to cut devel¬opment and maintenance expenses.
Some companies have also experimented with content moderation crowdsourcing solutions to replace human moderation, with mixed success.
While seemingly leveraging an unlimited number of resources at minimal cost may seem ideal, crowdsourcing to date still produces poor modera-
tion quality. Other Web sites have gone purely with community moderation to reduce costs, but this also may produce mixed results, as the
moderation of UGC can become overwhelm¬ing even for members
Thus, many solutions are available for content moderation and evaluation, implementation and management. However, �nding the right content
moderation solution could be a di�cult endeavor without solid strategic advice and a well-thought-out approach, leveraging industry best
practices customized for speci�c needs, as well as a clear understanding of the objectives and ecosystem of your Web site.
Machine Moderation Community Moderation Human Moderation
Need for Content Moderation
THINKING THROUGH CONTENT MODERATION
CONTENT MODERATION METHODS HOW BAD CONTENT ISDETERMINED.
Reputation
Know Content
Flagging and Feedback
Standards & Policy
JULY 2012 BUSINESS NEWSLETTERNews Online Xchange
www.newmediaservices.com.au
Investing in digital marketing pays backs with high ROI. Even a simple tweet or a Facebook post can
bring glory to a business- if everything is performed properly.
In the past decades, businesses were paying newspaper and magazine publications to print their ads.
Public relations departments of big companies played the game by begging TV producers for interviews.
Now, the marketing landscape has changed. Digital advertising gave rise to a new dimension of
attracting and in�uencing customers. With this new marketing approach, businesses can reach their
customers in a more a�ordable, convenient and engaging way.
According to pros, digital advertising allows businesses to deal with their customers and consumers
directly via the internet. The former approach deals with businesses approaching media people who
impart the promotional message to the target audience (two-way process).
Viral web materials are a proven ingredient of today’s business promotion. YouTube has been taking part
in helping businesses spread their viral videos. Viral videos, which are mostly humorous clips, are shared
by viewers to others on the internet for free. Thus, successful advertising creations nowadays are mostly
novel, interesting and pop culture-based.
Most businesses seeking for international prominence create a Facebook
page. They get moderators to manage the social media page. Facebook
groups can narrow down the target audience of a business page. Other
businesses use other social networking sites, like Twitter and Google Plus,
to directly socialize with their customers.
Social media buttons and plug-ins are also becoming essential website
components. The buttons allow visitors to share the website link to their
social networking circles.
Tablets and internet-enabled phones are replacing the old version of mobile
phones that only allow calling and texting functions. These new gadgets
facilitate digital advertisements in reaching a wider range of audiences.
Digital advertising sparked a new level of transparency among businesses.
Websites, social networking sites, blog sites and digital advertisements can be
accessed anytime and anywhere by anyone. Information, both the truthful and
fabricated ones, is over�owing on the web. Moderation services make sure
that web entries and advertisements associated to the business do not
damage the reputation of a business.
Digital Advertising: Today’s Marketing Approach
JULY 2012 BUSINESS NEWSLETTERNews Online Xchange
www.newmediaservices.com.au
CPM FOR FACEBOOK ADS BY DEMOGRAPHIC
$1.16
$1.05
$1.24
$1.14
$1.28
$2.47
$2.00
$3.22
$2.66
$3.15
$2.44
$3.56
CPM FOR FACEBOOK ADS BY DEMOGRAPHICREGION 2011 2012 2013 2014 2015
How much do sites pro�t from UGC?
Estimated Revenue for each site in 2010:
UGC Advertising StatisticsCPM (Cost per 1000 Impressions) for Various Sites
All based on US Market
Information Highway
45MILLION 243MILLION 288MILLION 945MILLION 1.860BILLIONM
ARR
IED
North America
Western Europe
Asia-Paci�c
Eastern Europe
Latin America
Middle East and Africa
The Rise and Fall of Advertising Media
-10%
1% 2% 9% 11% 14%32%
75%
% change in advertising spend (2009-2010)
41.7%
28.8%
24.1%
2.7%
2.2%
0.5%
41.8%
28.0%
24.6%
2.7%
2.5%
0.7%
41.5%
27.3%
25.1%
2.7%
2.5%
0.9%
40.7%
27.0%
25.8%
2.8%
2.8%
1.1%
40.2%
26.5%
26.2%
2.8%
3.1%
1.3%
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