Digiday Research: Coronavirus-related keyword blocking is a problem for 43% of all publishers
This research is based on unique data collected from our proprietary audience of publisher, agency, brand and tech insiders. It’s available to Digiday+ members. More from the series →
Coronavirus- related keyword blocking has become a problem for 43% of publishers, according to a new Digiday survey of 127 publishing execs undertaken this month.
The survey found that a quarter of publishers said it had not been a problem for them.
Keyword blocking has been an issue for publishers ever since the coronavirus outbreak began. Even as many publishers have seen site-traffic grow, advertisers have been quick to add virus-related words to keyword blocklists, the idea being that this will avoid any fallout from their ads coming alongside articles about the virus, deaths and other issues.
Meanwhile, a previous survey found that 40% of brands are not advertising next to coronavirus-related news online, up slightly from the same survey conducted a month ago, when 37% said they will not buy ads alongside coronavirus-related content.
As our research has found, publisher revenues took a major hit in the first quarter, but publishers expect things to get worse in the second quarter. Only 2% of raised forecasts, 17% have kept them flat, and the vast majority — 80% — have lowered forecasts.
Our survey found that for 80% of publishers, traffic is up. For almost a quarter, it’s up more than 50% from pre-pandemic levels.
Among business lines, ad revenue was hardest hit in the first quarter, decreasing for a whopping 65% of all publishers. This included direct sold and programmatic ad revenue.
More in Media
Digiday+ Research: Publishers’ growing focus on video doesn’t translate to social platforms
Major publishers have made recent investments in vertical video, but that shift is not carrying over to social media platforms.
Technology x humanity: A conversation with Dayforce’s Amy Capellanti-Wolf
Capellanti-Wolf shared insight on everything from navigating AI adoption and combating burnout to rethinking talent strategies.
How The Arena Group is rewriting its commercial playbook for the zero-click era
The company is testing AI-powered content recommendation models to keep readers moving through its network of sites and, in doing so, bump up revenue per session – its core performance metric.