Digiday Research: Coronavirus-related keyword blocking is a problem for 43% of all publishers
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.
-
Why ethical dilemmas are putting brands and their media buying in the spotlight
As the U.S. presidential inauguration comes to pass, marketers are increasingly aware that what they buy has an impact on society.
-
WTF is a SPAC?
An increasing number of companies, including media organizations, are turning to SPACs as a non-traditional means of taking their companies public.
-
‘Elevate the next generation’: As social platforms begin Black creator programs, critics say they need to do more
As social platforms launch Black creator programs, Black creators say they need to do more in support of diverse creative voices.
-
SponsoredThe evolution of shoppable content lies in social media streams
With the physical and social aspects of shopping stripped away due to various lockdown restrictions around the globe, shoppable social media is poised to fill the void. In a recent example, Instagram launched its Reels and Shop tab for users to connect with brands and creators — and to discover products. The social media platform will […]
-
‘Media responsibility is now corporate social responsibility’: Marketers reassess brand safety controls to navigate a divided America
Keyword blocklists are increasingly part of rather than the crux of brand suitability strategies.
-
‘Connect the dots’: Why publishers are investing in local media to round out big national stories
Publishers are sensing an opportunity and a responsibility in 2021 to invest more money and focus in reporting out national stories at a local level.
