Digiday+ Research: Publishers kick ad sales activations into high gear ahead of anticipated slow holiday
Earlier this week, we covered how publishers as a whole lack optimism about ad sales heading into the holidays. So, what is their plan? It turns out publishers are going to try a little bit of everything this year to give ad sales a boost, according to Digiday+ Research.
That includes ad sales activations, branded content, social promotions and email promotions — just as they did last year, according to Digiday, which surveyed 126 publisher professionals between last year and this year. Seventy-two percent of respondents said they expect to run branded content activations, making that the clear winner this year, 52% expect to run social promotions and 48% have email promotions on the docket.
But survey results showed that, over all, publishers’ plans are more spread out among all the different types of activations this year, as they gear up for the holiday season in the midst of an economic downturn.
In other words, publishers are ready to throw everything against the wall and see what sticks when it comes to ad sales this year. While branded content activations stand out with nearly three-quarters of respondents saying they will run those for the holidays, the remaining responses ranged from 31% (experiential activations, events and video activations) to 52% (social promotions) — which is all in all not a huge range. The percentage of publishers that said they expect to run gift guides, experiential activations and events, holiday editorial packages and video activations hovered around a third, and those who said they’ll run social promotions and email promotions came in at about half.
And in comparing this year’s survey responses to last year’s, it seems as if publishers’ ad sales activations will be more varied heading into the holidays this year.
Several types of ad sales activations saw a significant drop-off this year, as publishers prepare to diversify their tactics ahead of what they expect to be a tough holiday season.
Email promotions held steady over the last two years, with 61% of publishers saying they ran those activations in 2020 and 65% saying so in 2021. But this year, 48% of publishers said they expect to run email promotions.
Holiday editorial packages saw a similar drop. In 2020, 53% of publishers said they ran this type of activation and 55% said the same in 2021. But this year, that percentage fell to 36%. Video activations saw a bump from 2020 to 2021, growing from 37% to 45% of publishers who said they expected to employ the tactic for the holidays. But the percentage dropped to 31% this year.
The Washington Post invests in climate coverage as its team expands to over 30 journalists
The Post's climate team continues to expand as the publisher makes big bets on the beat drawing younger audiences.
Inside one media company’s strategy to monetize the Fifa World Cup
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining.
Publishers continue to evaluate cost-cutting in Q4, with economic and budgetary pressures mounting
The wave of cost-cutting measures in Q3 is still flowing into Q4, with publishers under pressure to keep expenses down at a time of continuing economic uncertainty and budget planning.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
A new entrant in the data-driven linear TV measurement space aims to fill a gap left by Microsoft’s Xandr
As Xandr shuts down its Clypd platform, datafuelX's M3 SaaS product aims to solve some of the multi-currency, multi-platform problems with investing in convergent TV today.
Member ExclusiveDigiday’s 2022 Media Agency Report Analysis: The state and future of the media agency, client spending, staffing and beyond
Digiday staffers revealed the full results of the report and answered viewer questions for Digiday+ members on November 2.