Digiday Research: Digital publishers still see growth in direct-sold display ads
This is the latest update to our ongoing research series tracking publishers’ changing revenue mixes and sources.
Direct-sold ads are the brightest spot for publishers’ online revenues, according to Digiday Research.
Of the 135 publishers surveyed by Digiday in a wide-ranging research survey this fall, more than 50% of publishers reported that direct-sold advertising was a large or very large source of revenue for them. Video advertising is also another bright spot, with 28% of publishers reporting it as a large or very large source of revenue, as were programmatic ads, with 35%.
Things have slightly changed from a year prior when branded content was a major source of revenue for publishers surveyed: 76% said their companies had seen branded content revenue grow from 2017. There are certain challenges with branded content, and turning that revenue into profit — it can be hard to make, loaded with hidden fees and brands are increasingly skeptical of branded content’s effectiveness.
Despite all the noise with the pivot to paid, subscriptions aren’t a source of revenue for 40% of publishers. Affiliate commerce is either a small source of revenue or not at all a source of revenue for the vast majority of publishers — 82% of them. This is in line with last year’s benchmarking research, which found that revenue streams via affiliate links were nascent and small parts of the business. Last year, less than 10% of publishers said e-commerce was responsible for more than 25% of their revenue.
For larger publishers, those with more than $50 million in annual revenue, subscriptions are more important as a piece of the pie: 35% of them reported that both subscriptions and affiliate commerce are a large or very large revenue source for them. Direct-sold ads remain the biggest: 63% of large publishers say it’s important.
For publishers that make under $50 million in revenue, subscriptions are making less money: 52% of small publishers said they’re not a source of revenue. Most small publishers make money through direct-sold ads.
Bloomberg Media is testing paid tiers for virtual events
Bloomberg is testing a virtual events model where attendees could pay different amounts to attend with a slew of tracks.
‘They won’t enable our identifier’: Identity tech providers try to make sense of Google’s plan not to support alternate identifiers
Some identifiers just won’t work in some Google inventory, but identity tech providers are keeping a stiff upper lip.
PopSugar Fitness expands health and wellness coverage after success with at-home workout videos
PopSugar hired Jennifer Fields as deputy editor of fitness to broaden fitness content to include mental health and wellness.
SponsoredPeople-based identifiers are driving personalized customer experiences
Marketing teams are now well into 2021, and third-party cookies along with mobile ad IDs are officially on notice, which has implications for all marketers. Soon, cookie- and device-based targeting, frequency capping, measurement and attribution will break. Evolving privacy regulations and policy changes from browsers and device makers have sparked many proposed solutions to replace […]
‘It moved quicker than we planned’: iProspect’s global president Amanda Morrissey on the restructure with Vizeum
iProspect's global president Amanda Morrissey expects to complete Denstu-owned performance agency's restructure with Vizeum by the end of March.
‘We will not build alternate identifiers’: In drastic shift, Google will end behavioral targeting, profile-building in its ad products
Google will stop enabling cross-site tracking and targeting of individuals in all its web-based ad products.