New York Times reporter Daniel Drezner has written about digital advertising for The New York Post since 2010.
“It’s not that I’m trying to be a great salesperson or something, but I’m very interested in how these new digital advertising models are being used to drive the conversation about what we’re doing to improve our public discourse,” he said.
Drezner said he sees a “big picture” in the emerging digital advertising landscape and said his approach to covering digital media would be to “focus on the big picture” and “focus in on the things that matter, the things people care about.”
“We’re talking about things like public policy, economic policy, the environment, national security, immigration, climate change, social media,” he told me.
“I’m going to be very interested to see how these things are integrated into a campaign, because the most interesting things that people care most about are the things we’re going to focus on.”
Drezninger has been covering digital advertising since 2010, but said the term digital advertising hasn’t been around for a long time.
He’s been a digital marketer for more than a decade.
“I started with AOL and then Yahoo and then Zynga, and I’ve been working in advertising and digital advertising ever since,” he explained.
“When I first started out, I just used AOL email accounts, and when I was on AOL, I was a digital journalist.
When I moved to Yahoo, I moved from AOL to AOL Mail and Yahoo Mail.”
But it’s not just a matter of going to the right places.
Drezners work experience has included working for Google, which he left to work for Yahoo, and working for the US Postal Service, which has also recently become a digital media company.
“The internet is so powerful.
It has an enormous reach and a huge reach in terms of social media and so forth,” he added.”
So the big thing is to not only do great journalism, but to do great work, and that’s what I’m going after.”
Denzner said it was important for digital media companies to invest in their marketing teams to create digital advertising that can be integrated into their existing marketing campaigns.
For example, if you want to create a new digital ad, you have to do a lot of research and design, he said, “and it’s really important that you have a really good marketing team that you can work with.
If you don’t have a good marketing person, you won’t be able to get it done.”
As a journalist, Dreznner said the most important job for a digital ad is to create an engaging story.
“When you’re a journalist and you’re trying to get your story out, and you know what the story is, and what the audience is going to care about, that’s the most exciting thing,” he continued.
“You don’t want to make your story bad, but you want it to be interesting, and interesting people are going to come out of it.
That’s the thing that you want.
But if you’re not going to do that, you’re going be left with some awful headlines and bad copy that doesn’t resonate.
Digital media companies are trying to create products that are easy to use and easy to navigate and easy for consumers to find, but they’re also trying to make sure that they’re not just getting in the way of journalism.”
Drazner added that he thinks digital advertising will continue to grow over time, and he thinks it will be the digital advertising market that is going “to dominate in the coming years.”
What do you think about digital ad buying?