Publishers, focused on executing quicker, cheaper campaigns are also dealing with the fact that few advertisers want to work with new publishers right now.
| Changing consumer sentiments, economic uncertainty and the specter of a second surge of coronavirus infections all weigh on brands' minds. Consequently, many of them are planning their ad spending over shorter windows, sticking to what's worked in the past and not bothering with new publishers. Read more below. Far fewer brands are investing in things like branded content. That is one of many factors that has made it harder for publishers to win new clients over the past five months. The case for a paywall among U.S. publishers is almost seen as open and shut. The latest Digiday podcast shows that things aren’t so simple in markets like South Africa. Months after the coronavirus pandemic caused a wave of ad deal cancellations, advertisers are asking for pandemic clauses to be added to their upfront deals. The networks’ response has been lukewarm. Ocean Spray is betting that a product incubator, which can bring a product idea from a concept to market test in five months, can help the juice brand get out of the cranberry bogs and into the direct to consumer business. Other things to know about ICYMI: On a recent Digiday+ Talk, we learned how the Washington Post is creating impact through socially-minded branded content. Digiday+ members can view the key takeaways and watch the on-demand recording of the discussion here. In a new guide driven by comprehensive research into 31 global markets, you’ll gain detailed insights into shoppers’ plans for the holiday season, along with tips and techniques for marketing to holiday shoppers during an unprecedented year. Sponsored by Facebook for Business. | | |
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howdy! | Sponsored by Sharethrough | | The state of of Ad ROI | | In this new report based on research into nearly 300 advertisers, learn how buyers are allocating their budgets in an age of shrinking revenue — and why they’re often struggling to meet performance goals. | | |
howdy! | Sponsored by Zeta | | Survey: Analog and digital investment in the pandemic era | | Brands and agencies, we want to know: In the pandemic era, is the shift from analog to digital truly underway? Take this short survey and tell us which platforms, tools and strategies you’re using to personalize, target and measure in 2020 and beyond. | | |
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