'Focus on singles and doubles': Publishers' revenue heads emphasize short term as coronavirus drags on

Like James Harden careening into the paint, elbows and hips hunting for defenders to tag, publishers’ revenue leaders are doing whatever they can do to get points on the board. Some publications are dropping the minimum spend once required to buy ads on their sites, while others have begun introducing discounts on programs; others have […]

April 13, 2020

The coronavirus has already caused digital advertising spend to drop by a third, according to the IAB, and publisher CROs are acting accordingly. Read more below: As the coronavirus fallout skids into its second month in the United States, the heads of revenue at media companies are doing whatever they have to do to keep money coming in the door. With no traditional sports on the schedule, esports is experiencing an unprecedented surge in viewership. But so far, advertiser investment has not kept up. As corporations lean into the rhetoric of brand purpose, more of them are being forced to consider a novel question: Is funding journalism part of that purpose? TV news used to be a kind of programming that several advertisers avoided. But a growing number of advertisers, which have been changing their brand messaging, are now giving it a fresh look. How does a global brand rethink and remake its entire advertising strategy in the wake of a pandemic? Burger King CMO Fernando Machado discusses what he and his team did. Other things to know about Hear from leaders with Publicis, Gravity Products, e.l.f Cosmetics and more during next week's Amazon Strategies Virtual Forum. Learn more and reserve your spot here. Brands and publishers, tell us: How is your brand-safety strategy changing during the pandemic, and what has been the impact of deceptive ads tied to crisis news and information? Sponsored by GeoEdge. Top Stories Coronavirus Fallout 'Focus on singles and doubles': Publishers' revenue heads emphasize short term as coronavirus drags on Like James Harden careening into the paint, elbows and hips hunting for defenders to tag, publishers’ revenue leaders are doing whatever they can do to get points on the board. Some publications are dropping the minimum spend once required to buy ads on their sites, while others have begun introducing discounts on programs; others have […] howdy! Coronavirus Fallout 'It's still niche': Esports see audience surge, more tepid ad demand In the absence of live sports, some advertisers see esports as a cut-price way to fill the void, whereas others remain unconvinced. Sponsored by Celtra Webinar: How brands are shifting to nearly all-digital marketing in a time of crisis During a time of pandemic, brands are rapidly transforming their strategies and creative processes to digital environments. In a new webinar, on May 7 at 12:00 p.m. EST, join experts at Celtra as they discuss tips and techniques for making the leap to digital. Advertisement howdy! DIGIDAY+ MEMBER EXCLUSIVE How coronavirus puts brands talk of purpose to the test This is the second edition of a new column, focused on the challenges to media buying and marketing. Be sure to join Digiday+, our membership program, to get access to this column and all Digiday articles, research and more. During a global pandemic, it’s probably safe to say that the news is more important than ever. […] Sponsored by Marfeel UX Guide: How publishers are boosting ad revenue by focusing on competition and cutting latency In a new publisher’s guide, learn tips and techniques for crafting an ad-supported UX design that optimizes monetization while minimizing user annoyance. howdy! Business of TV TV advertisers rethink aversion to news shows as they adapt their ad messages With so many people tuning into the news, advertisers are seeing that it can be better for their businesses to advertise against news shows than to avoid them. Advertisement Sponsored by Xandr TV advertisers are downplaying traditional demographics in the OTT era Buyers are starting to bring more sophisticated audience-targeting methodology to traditional TV as longstanding factors such as age and gender begin to fall out of favor. howdy! Coronavirus Fallout 'We've stopped being so strict about brand positioning': Burger King CMO Fernando Machado on marketing during coronavirus Burger King CMO Fernando Machado shares how the chain has adapted its marketing due to the coronavirus and what marketers should be focused on now. howdy! 'There is an opportunity in everything': Hearst Magazines' Kate Lewis on adapting editorial content in a time of crisis Like every digital publisher, Hearst Magazines has had to adapt to creating content in an all-remote world. “My motto is ‘enter smiling,’ and I believe there is opportunity in everything,” CCO Kate Lewis said on the inaugural episode of The New Normal, a weekly interactive discussion show where a top Digiday editor discusses how a media industry leader is adapting to a changed reality. All Latest Stories Mel Magazine co-founder Josh Schollmeyer on how the site’s ‘never been there to push razors’ Mel Magazine is growing in name recognition, but how the men's lifestyle site could best serve its parent company, Dollar Shave Club, is still a bit unknown. "It's never been there just to push razors," founding editor Josh Schollmeyer said on the Digiday Podcast.

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