Digiday+ Research: Publishers stick with 2020 revenue priorities, meh on the metaverse and emerging tech
With some exceptions, publishers’ revenue priorities are nearly identical to the ones they set entering 2020. Direct-sold advertising, subscriptions and branded content were considered the largest areas of focus for the 139 publishing executives surveyed by Digiday in the first quarter of 2022 — as they were pre-pandemic in the fourth quarter of 2019.
Publishers were investing more in commerce as an approach to diversify revenue streams, according to 139 publishing professionals surveyed in the first quarter of 2022. However, that share reported that affiliate commerce revenue leveled off after a pandemic-powered year of significant gains.
And despite the considerable hype surrounding the promise of emerging technology for the media and marketing industries, publishers seem neither hugely impressed with or planning for significant investment in these burgeoning areas. Close to half of the 122 publishing execs surveyed in February think none of these emerging technologies will have a significant impact on their businesses over the next few years. The metaverse, NFTs and blockchain held the most promise, albeit small, while virtual reality and cyrptocurrencies were far lower priorities.
How Microsoft plans to storm adland: ‘Attribution, CTV, in-game ads and potential M&A’
Microsoft Advertising VP Rob Wilk explains how it plans to burnish its $10bn ad business
Inside Hearst UK’s multi-pronged approach to third-party cookie replacements
Hearst UK's Ryan Buckley and Faye Turner are testing everything from 50,000-person panels to clean rooms.
Out of home fights for greater ad share as it cites better value on action taken by consumers
An OAAA study found that OOH is on par with other media in eliciting action from those consumers who recall seeing the ads. And since it's much less costly, it's a more effective means of influencing consumers.
SponsoredHow marketers and retailers are unlocking the true value of retail media
Ben Kneen, senior director of product management, Xandr It’s a challenging time for retailers in the advertising industry. As they cope with supply chain woes and inflation-related pressures, they seek high-margin revenue streams amid evolving privacy regulations and massive shifts in identity solutions — including IDFA, the deprecation of third-party cookies and more. In light […]
The Rundown: BuzzFeed Inc. revenue up by 26% despite hits to commerce business, expects similar momentum in Q2
Despite significant declines in BuzzFeed Inc.’s commerce business, overall revenue was up, due to increases in the company's advertising and content arms.
The Rundown: Podcast production companies and platforms pitch diverse audiences and ad targeting improvements at IAB’s Podcast Upfront
The three-day podcast-focused event highlighted improvements in dynamic ad insertion, machine learning and diversity of creators, content and audiences.