publisher investment report
TRANSCRIPT
PUBLISHER INVESTMENT REPORT
2013!
Confiden'al & Proprietary
Sources: Preliminary Data, 2013 Publisher Investment Report
Methodology: What, Who, & Why?!• This is the second report in an ongoing series
that will look at key drivers, inhibitors and benchmarks that reflect how Brands, Publishers, and Agencies are navigating the increasingly complex digital marketing ecosystem
• Based on exhaustive primary and secondary
research conducted in Q3 of 2013, including online surveys and detailed, in-person interviews with 50 publishing executives.
• From this comprehensive exercise, we have identified key themes, with top-line findings of the report revealing a series of issues and best practices.
• Results are preliminary • Final report will be available by the end of
October
Sources: Preliminary Data, 2013 Publisher Investment Report
Key Findings!
Sources: Preliminary Data, 2013 Publisher Investment Report
Sources: Preliminary Data, 2013 Publisher Investment Report
Publisher Organizations Will Reallocate Internal Resources to Capture Revenue…!
76% Premium Sales 73%
Programmatic Buying 57%
Native Ads
Q: Given the poten'al ad sales issues below, please select the THREE that you think will have the MOST impact in driving internal organiza'onal changes / resource alloca'ons over the next 24 months.
Sources: Preliminary Data, 2013 Publisher Investment Report
Publisher Organizations Will Evolve HOW they Sell as well as WHAT they are selling!
1 in 2 Direct Sales (Premium)
1 in 3 Direct Sales
(Non- Premium)
1 in 2 Ad Exchanges
1 in 5 Ad Networks
Q: What percentage of your total ad revenue will be derived from the following sales channels in 2013 and do you see those alloca'ons increasing, decreasing, or staying about the same by 2015? (% INCREASING RELATIVE TO 2015)
Sources: Preliminary Data, 2013 Publisher Investment Report
Capturing Premium Revenue a TOP priority …!
33%
54% 67%
56% Social
Native Advertising Video Ads
Mobile Ads
Q: Please rank the importance of the following types of adver'sing in a\rac'ng “premium” ad dollars directly from adver'sers (VERY/EXTREMLY important)
77% Sponsorships
Sources: Preliminary Data, 2013 Publisher Investment Report
Going Native, but grasp may (currently) exceed reach!
80% currently offer Native Advertising opportunities to
advertisers
53%
1 in 3 8 in 10
Have a separate unit that creates content for advertisers
Rate their own efforts to date at creating content for advertisers as poor/average
Rank the expected importance of Native advertising as very/extremely important
Q: Please rank the importance of the following types of adver'sing in a\rac'ng “premium” ad dollars directly from adver'sers (VERY/EXTREMLY important)
Sources: Preliminary Data, 2013 Publisher Investment Report
Mind the gaps - Mobile, Data Monetization lag!
Q: Please characterize your company’s own efforts to date at fully mone'zing Mobile Assets such as smart phone and tablet traffic, app usage, and mobile-‐specific search ac'vity versus efforts at mone'zing data that you get from sources like user registra'on data, cookies, etc.
Data!Mobile Assets!
Sources: Preliminary Data, 2013 Publisher Investment Report
Big changes are afoot with regards to how publishers acquire audiences. !
Q: Please rank the importance of each of the below as audience acquisi'on tools in 2013 & 2015 (VERY/EXTREMLY IMPORTANT)
Audience Acquisition Tools 2013 Rank 2015 Rank
SEO 80% 1 67% 3
Social media marketing 57% 2 70% 2
Content optimization 56% 3 80% 1
Video 34% 4 54% 5
Online display advertising 34% 5 30% 8
Mobile SEO 30% 6 57% 4
Email marketing 27% 7 37% 7
Native advertising 24% 8 47% 6
Offline advertising 20% 9 20% 9
Sources: Preliminary Data, 2013 Publisher Investment Report
Revenue gaps, tactical issues around audience monetization top publishers’ concerns!
Sources: Preliminary Data, 2013 Publisher Investment Report [email protected]
Sources: Preliminary Data, 2013 Publisher Investment Report
PUBLISHER INVESTMENT REPORT
2013!
Confiden'al & Proprietary