TechIncrease Your Engagement: How Publishers Expanded Ad Offerings in 2020 with Branded...

Increase Your Engagement: How Publishers Expanded Ad Offerings in 2020 with Branded Content

The Changing Landscape⁤ of Publisher Ad Products ⁣in 2023

By Ivy Liu  •  February 13,‌ 2024  •  3 min read  •

This study is derived from exclusive data gathered⁢ from our⁣ in-house audience of⁣ industry experts from publishers, agencies, brands, and technology ​sectors. Accessible to members of Digiday+,⁢ this research offers insights into the current ⁢state ⁣of the industry.

If you would like to contribute your insights on ⁢the media and marketing landscape, consider‍ joining the Digiday​ research panel.

Shifts in Publisher Ad Products ⁤Amidst Industry Challenges

Despite the challenges ⁤faced by the media industry in ‍2023, a significant number‍ of⁣ publishers managed to retain⁢ their full-time staff, potentially due to the expansion of ‌their advertising ⁤offerings.

Recent surveys conducted by Digiday+ Research among over‍ 300 publishing professionals, with the latest one ‍carried out towards the end ​of ⁣the fourth ⁣quarter ⁣of ⁤2023, shed light on ‍these developments.

The surveys revealed that ⁤a majority of publishers (56%) increased their array of ad products in the past year. Meanwhile, around 35% maintained⁢ the ⁤same number ‌of ad products, with only 9% ⁢reducing their offerings in 2023.

However, the scale of growth in ⁢ad products was moderate for​ most publishers. Fifty-three percent of respondents indicated ⁣a ‍slight increase in the number of ad products, while ⁣only 3%⁣ witnessed a ​substantial expansion.

Factors Influencing Changes in Ad ⁣Product Offerings

The conservative growth in the ‌number of​ ad products among publishers correlates with the​ limited increase in full-time ⁣staff positions, ​as reported by ​26% of respondents. The workforce constraints may have restricted the ⁤capacity of publishers ⁣to introduce new⁢ ad products.

On the other hand,​ any reductions in ⁢ad products among​ publishers were marginal. None⁣ of the survey participants reported a significant decrease in the number of ad​ products offered by their companies. Among the 9% who ‍witnessed a ⁢decline, the reduction ⁤was‌ minimal.

Focus Areas for Expansion in ⁢Ad ⁤Products

Noteworthy investments in expanding ‍ad⁢ products were​ observed in the realm of branded content, according to ⁤the Digiday survey. A staggering 58% of publisher professionals mentioned that their companies introduced new branded content ad products in 2023, highlighting it as a key area of focus ​for ​publishers.

Additionally, close to a⁣ third of publishers incorporated programmatic ads, ‌event sponsorships, and direct-sold ads in their offerings last year. Specifically, 39% added programmatic ads and event sponsorships, while 36% introduced directly sold ads.

Other areas where publishers‌ recorded growth in ad products include ​video ads (24%) and artificial intelligence-driven, ad-supported products (18%),⁢ rounding off the‌ top five categories of ‍new product introductions in 2023.

For more⁣ insights ‌into the evolving landscape of‌ publisher ad products in 2023,‌ read the full report here.

Read⁣ More

LEAVE A REPLY

Please enter your comment!
Please enter your name here

Subscribe Today

GET EXCLUSIVE FULL ACCESS TO PREMIUM CONTENT

SUPPORT NONPROFIT JOURNALISM

EXPERT ANALYSIS OF AND EMERGING TRENDS IN CHILD WELFARE AND JUVENILE JUSTICE

TOPICAL VIDEO WEBINARS

Get unlimited access to our EXCLUSIVE Content and our archive of subscriber stories.

Exclusive content

Latest article

More article