Jeffrey Litvack, interim COO of Robb Report, highlights opportunities for publishers to grow and thrive as we approach 2020. He shared 10 media trends that publishers should recognize and translate into strategies for growth:
1. Content Consumption Goes Mobile
It’s well known that readers are increasingly accessing content via their mobile devices. “Almost two thirds of our visitors are coming from mobile devices to read our content,” said Litvack. “Where the eyeballs go, the dollars follow. Mobile spend is about to kick up to become the third largest ad category, behind desktop advertising and television ads.” And with better targeting technology and ad experiences, CPM rates for mobile ads will rise, predicted Litvack.
2. Media Consumption Is Happening Off Brand
63% of Americans find news on Facebook and Twitter, and social media has surpassed television as the most popular source of news. That means publishers’ audiences have migrated away from their sites and are more difficult to monetize than ever. Publishers need to find creative ways attract readers on a regular basis and monetize.
3. The Newsletter Is Becoming Publishers’ Most Important Product
Although fewer readers are coming to media sites for news, their engagement with email newsletters continues to rise. Litvack said that open rates and clickthrough rates are going up, making email one of the most important channels to cultivate an audience and drive revenue.
4. Programmatic Selling Is on the Rise & Will Completely Eclipse Direct
95% of advertisers are buying programmatically on MPA websites, and a large portion of those advertisers are buying programmatic only. To keep CPMs from trending down, publishers need to invest in ad targeting technology and provide positive ad experiences to readers, advised Litvack.
5. Media Companies Are Becoming Agencies
Publishers like Time Inc., Hearst, and Condé Nast have created studios separate from magazine editorial that are dedicated to creating native advertising. Advertisers increasingly want to work with publishers to develop creative campaigns, putting demands on publishers to develop new workflows to deliver native content, campaign reports, and high-quality service like an agency.