Digiday Research: Publishers prioritize direct-sold ads heading into the second quarter
Direct-sold ads are still the biggest source of revenue for publishers online, according to the latest Digiday Research.
Our six-month benchmarking survey found that 53% of publishers said direct-sold advertising is a large or very large source of revenue for them. Programmatic ads are a large source of revenue for 35% of publishers, while video advertising is for 28%.
That’s in line with last fall’s findings: Of the 135 publishers surveyed by Digiday last fall, more than 50% of publishers reported that direct-sold advertising was a large or very large source of revenue for them. Video advertising was 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%.
Subscriptions, in the meantime, are a large or very large source of revenue for only 21% of publishers. About 40% of publishers say it isn’t a source of revenue for them at all — flat from six months ago.
Still, growing that direct reader revenue was the biggest priority for publishers heading into 2020: Back in October, 46% of respondents said growing subscriptions was a major focus for them. Now, 40% of respondents said growing subscriptions is a major focus as they look to finish out the year.
‘We see a world where publisher data replaces third-party data’: News U.K. puts its data at the nucleus of post-cookie push for media budgets
News U.K. has overhauled the way it collects, sorts and monetizes its audience data across all its titles via first-party data platform Nucleus.
Here’s why the loss of the third-party cookie is heading toward a collapse in the middle
In the absence of third-party cookies, marketers will need to work more closely with trusted publishers to reach their audiences. Who will lose out? It is posed for a collapse in the middle.
How the pandemic has been a real a buzz kill for office happy hour bonding, culture
As COVID-19 crawls on, more companies are rethinking the wisdom of mixing booze and the stresses of the workplace.
SponsoredHow retailers can be ready for holiday shoppers this year
Suchi Sastri, managing director and partner, Boston Consulting Group As the holiday season approaches and the pandemic continues to evolve, retailers want to know what to expect. Will e-commerce continue to grow at the rate it did last year? How big of a role will in-store shopping play in holiday shopping? While it’s still early, […]
‘Football has lost its soul’: How Copa90 is repositioning itself around the creator economy
Copa90’s overseers believe there’s another shift happening in tandem with the corporatization of the sport that has the potential to be just as transformative
Why The New York Times’ Wirecutter is ramping up focus on style
In early 2021, Wirecutter soft-launched a new dedicated style section and is is currently hiring for style-dedicated roles.