Jed Hartman, CRO, The Washington Post – In 1989, we said, ‘The content we were charging for we are now going to give away for free, but advertisers will pay’ … It was a dumb decision, but what was equally as dumb is publishers thinking they couldn’t backtrack. If you feel your content has a value, you can charge for it and people will pay for it.
John Trimble, CRO, Pandora – We recently began testing audio ads to evaluate the impact and effectiveness of ads that span a variety of lengths. What we’re seeing with shorter audio ads is that they are exceedingly popular in younger demographics. In older demos, higher ad recall is attributed to 30-second spots, illustrating their continued relevance and value in the face of what is quickly becoming an obsession with shorter-form ads.