Publishers are pleasantly surprised by Google AMP traffic

ESPN's 'College GameDay' comes to Snapchat, How Tito's responds to 'hundreds' of social media mentions a day, 'We're trying to build a Time Warner': Group Nine CEO Ben Lerer on the view from his new holding company, [Digiday Daily] If some publishers are cooling on Facebook Instant Articles, they're bullish on Google AMP, the search engine's answer to Instant Articles. But while many are pleased with the traffic bump they've seen, [revenue has been slow to follow]. Before "College GameDay" goes live on ESPN every Saturday morning, the network is publishing[a short-form version exclusively made for Snapchat Discover]. Tito's Vodka has nearly 50,000 followers on Twitter, more than 65,000 fans on Facebook and 45,000 followers on Instagram. Somehow it still manages to [respond to more than half of its mentions within an hour]. '[Consolidation always comes]': Thrillist founder Ben Lerer explains how Group Nine, the new holding company he's helming, is going to turn itself into a digital Discovery or Viacom. Snapchat is moving in on U.K. agencies, but planners want to see more data and guidelines around[how the platform deals with influencers]. "Mission over margin" has become a popular mantra in business, but what does that actually look like in practice? In the latest installment of their [, our partner Quartz delivers a][Last call: If you're you work at a brand or agency, let us know if rich media, native and video have a programmatic present... or future.][Take the survey for the chance to win a $500 AmEx gift card.] Sponsor content by RhythmOne.   [TLDR Title]   [Publishers are pleasantly surprised by Google AMP traffic] Lucia Moses If some publishers are cooling on Facebook Instant Articles, they’re bullish on Google AMP, the search engine's answer to Instant Articles. Eight months in, AMP now represents 10 to 15 percent of publisher search traffic, which could help publishers wean themselves off volatile social traffic. Publishers still have concerns about their ability to monetize AMP pages and maintain their sites’ look and feel on the stripped-down pages, though. "I'd like to see them offer more advertising options," Purch CTO John Potter said. "But the whole premise is speed." [ESPN's 'College GameDay' comes to Snapchat] Sahil Patel Every Saturday, ESPN airs a Snapchat Discover version of its popular college football pregame show "College GameDay." The Snapchat version, which consists of two- to four-minute episodes, is produced by a six-person team and hosted by "GameDay" anchor Rece Davis. Each episode profiles host campuses, previews upcoming marquee matchups, random comedy sketches and game highlights from the previous week. It's the first of more original programming ESPN plans to do for Snapchat Discover. Advertisement   [Agency Smarts: "Creative people aren't supposed to know business, and that's bullshit."] Sponsored Content Agency Smarts by George Swisher There are certain myths agency creatives need to dispel right now. They can start by realizing that first of all, creativity and business smarts are by no means mutually exclusive. Secondly, if someone is in a creative role at an agency, that person is likely "doing business" already. While all the "cool shit" they make is what drives agency creative to go to work every day, it's the business--aka, the money--that gives them a workplace to go to. It's time for creatives to embrace business smarts. Sponsored content by George Swisher Business Smarts. [How Tito's responds to 'hundreds' of social media mentions a day] Tanya Dua Despite its small and scrappy team, vodka brand Tito's has found a way to streamline its social customer service process and increase efficiency. The brand relies on the Sprout Social platform to keep tabs on trends, develop a consistent voice and create a dialogue with its audience. It even draws from its customer interactions to inform other marketing initiatives, for instance, quarterly cocktail recipes. “Today, it's second nature for customers to treat a brand as they do a friend on social, so it's important for us to be on top of that,” said Katy Gelhausen, web and social media coordinator at Tito's. ['We're trying to build a Time Warner': Group Nine CEO Ben Lerer on the view from his new holding company] Max Willens The newly formed holding company Group Nine Media wants be the next Viacom. Well, kind of. Group Nine, which is comprised of Discovery Communications’ digital network Seeker and the Lerer family-owned digital media startups Thrillist, NowThis and The Dodo, has big plans to move into long-form video content, be it on a cable channel like one of Discovery’s, an OTT platform or something else entirely. Group Nine CEO Ben Lerer explains the reason for Group Nine’s being in a Q&A. [Reality check: Attribution hardships are no excuse to avoid mobile] Sponsored Content Flashtalking It used to be creative that held agencies back from mobile. But as Flash fell to HTML5 and working formats blossomed, the biggest issue holding back mobile ad investment became (and remains) attribution, leading media planners to target what's more easily measurable over what truly matches the reality of consumption. Sponsor content by Flashtalking. ['People play with ads': Snapchat ramps up courtship of UK advertisers] Lucinda Southern Speaking at the IAB's Engage event in London, Snap Inc. gm Claire Valoti revealed news stats on Snapchat's performance in the U.K. Snapchatters use lenses in 8 million spans each day and view 40 million geofilters. There's ample opportunity for brands, and agencies have seen Snapchat advance. Although measurement and the platform's stance on influencers are what hold it back from more investment. [How core audiences became the Holy Grail of publishing] Sponsored Content Keywee Top digital publishers are turning to paid traffic acquisition to monetize their content. Learn how outlets like Billboard and The Hollywood Reporter have used a paid traffic strategy to grow their audience, drive subscriptions, and distribute branded content. Sponsored content by Keywee. 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