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.
‘Total whack a mole’: Rogue political ads create mounting brand safety problems for publishers
The political ads flowing through open exchanges are creating a brand safety dilemma, despite the safeguards put in place.
‘An election night that could last weeks’: How news publishers are updating their digital strategies for the results long haul
Before they are able to make their call on who wins the presidency, news publishers could have a month-and-a-half past Nov.3 to compete for audiences.
‘Asymmetrical in every sense’: The latest console wars see Sony and Microsoft pursue diverging battle plans
The console wars are back, setting the stage for the latest bout in the long-running battle between Sony’s Playstation and Microsoft’s Xbox brands.
SponsoredB2B events were broken before the pandemic, their online reinvention is creating positive change
Kim Darling, executive producer, Inbound Farewell lanyards, business cards and branded pens — it’ll be some time before people get their hands on these souvenirs of in-person events again. As the COVID-19 pandemic continues to transform the way people work, buy, sell, socialize and entertain themselves, the global events industry is facing its biggest-ever challenge. […]
‘Walk before you run’: Sports publishers look to blow out their betting content
Over the past 12 months, several large sports media brands have signed partnership deals with sports books
‘It’s a virtuous cycle’: Audiences and advertisers seek health and wellness content and publishers are seeing green
Publishers are building new content products that give audiences more health and wellness content and advertisers more partner opportunities.