Publishers take social platforms beyond driving traffic

Also: The TikTok phenomenon of de-influencing ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ ‌ Publishers are no longer counting on social platforms as traffic-drivers, but rather as channels for audience development and brand building.

March 10, 2023

Publishers move past seeing social media platforms as traffic drivers Publishers are no longer counting on social platforms as traffic-drivers, but rather as channels for audience development and brand building. This article is part of a series that explores a fragmented social media landscape. Explore the full series here. Additional coverage: Social fragmentation special series: They say imitation is the sincerest form of flattery and arguably nowhere is that truer than in social media. What began as "don't buy this product" has morphed into "don't buy that product, buy this product instead" — this phenomenon is better known as the current de-influencing trend on TikTok. In an ad market mired in upheaval, the publisher alliance Ozone is an outlier. IAB PlayFronts 2023 was full of buzz about the ad opportunities present in video games — but it also showed just how glacial the pace of both technological and cultural advancements can be in the advertising industry, particularly when it comes to gaming. By launching an esports publication under the umbrella of Sports Illustrated, Esports Illustrated hopes to use the SI brand as a springboard to become the "MTV of esports," according to G3 CEO L. Anthony Gaud. Other things to know about Join us virtually on April 26 for the Digiday Gaming Advertising Forum as we bring together brand, agency and media leaders to discuss the future of gaming and how brands can leverage it to reach their audience. Companies are capturing the full value of tech investments and future partnerships by leaning on vendor support and coaching. Sponsored by Sitecore. As clickbait ads find their way onto publisher sites, they’re alienating audiences and hurting revenue in the long run. Sponsored by GeoEdge. Top Stories Ivy Liu Publishing in the Platform Era Publishers move past seeing social media platforms as traffic drivers Publishers are no longer counting on social platforms as traffic-drivers, but rather as channels for audience development and brand building. howdy! Marketing on Platforms When social media platforms start to look alike, the key differentiator is in their roots Whenever a new feature captures user interest, competing platforms are quick to implement their own versions lest users flee, leaving those platforms relegated to the dustbin of social media history. Sponsored by Kerv The agile interactive video campaign playbook Successful advertisers are incorporating interactive video elements that motivate viewers to take action rather than relying on passive video formats. Advertisement howdy! Marketing on Platforms As Gen Z embraces de-influencing on TikTok, marketers and influencers need to be much more transparent and authentic In recent months, social media users and influencers have become much more open about the viral products they weren’t going to recommend. Sponsored by Al Jazeera Media Network Tackling roadblocks to globally inclusive advertising How global agencies buy media is often at odds with their goals of financing diverse publications and voices. howdy! The Programmatic Publisher Why publisher ad alliance Ozone is playing the long-game on ‘underweight’ advertising on premium editorial Money is moving from these marketplaces into those that can provide an aggregate audience in quality environments. Advertisement Sponsored by Experian Marketing Services How retail brands are using data privacy and collaboration solutions to grow revenue Brands are employing solutions to safeguard consumer data privacy while also connecting that data to other parties. howdy! Gaming & Esports IAB PlayFronts 2023 recap: In adland, the pace of change can be glacial The event was full of buzz about the ad opportunities present in video games — but it also showed just how glacial the pace of both technological and cultural advancements can be in the advertising industry, particularly when it comes to gaming. howdy! Gaming & Esports Sports Illustrated's new esports vertical is proof that mainstream media hasn't given up on competitive gaming By launching an esports publication under the umbrella of Sports Illustrated, Esports Illustrated hopes to use the SI brand as a springboard to become the “MTV of esports,” according to G3 CEO L. Anthony Gaud. All Latest Stories

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