Publishers focused on bright spots for the second half of this year have found one in Snapchat. Revenue per thousand impressions (RPMs) are up for publishers’ Snapchat Discover content, both year over year as well as quarter over quarter, according to sources at four different media companies that distribute content there. The strong growth has many publishers feeling bullish about Snapchat going into next year, despite the continued competition from other publishers in Discover and the recent launch of an ostensible in-house competitor for user eyeballs in Spotlight, Snapchat's TikTok knockoff. Read more below. - Some of the boost in RPMs on Snapchat Discover has come from an uptick in CPMs, which are up between 10% and 20% year over year for the fourth quarter, according to Erica Patrick, vp and director of paid social media at MediaHub Global.
- For Digiday+ members, the GRP must die; long live the GRP. Gauging ad effectiveness per how many people in a demo it reached is an imperfect approach — but proven one.
- Cosmopolitan's focus on e-commerce through a line of branded wines and its own shopping holiday has led to a 254% increase in product sales.
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| Marketing on Snapchat | | | | With CPMs up as much as 20% year over year in the fourth quarter, many Discover publishers are bullish on the upstart platform for next year. | | |
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howdy! | Business of TV | | | | The GRP must die; long live the GRP. Gauging ad effectiveness per how many people in a demo it reached is an imperfect approach — but proven one. | | |
| Sponsored by Magnite | | | | As investment in CTV and mobile in-app grows, so does the need for transparent, cross-platform identity solutions. | | |
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howdy! | Content & Commerce | | | | Cosmopolitan’s focus on e-commerce through a line of branded wines and its own shopping holiday has led to a 254% increase in product sales. | | |
| Sponsored by Zeta Global | | | | The events of 2020 created an environment where everyone’s voice needs to be heard. With so much at stake, empathy and trust within commercial relationships are newly essential factors in weathering uncertainty and a high-risk marketplace. | | |
howdy! | DTC Era | | | | With Black Friday and Cyber Monday nearing, text messaging is becoming a more common marketing channel for direct-to-consumer brands. | | |
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| Sponsored by MoPub | | | | Mid-pandemic, brands are seeking adaptable modes of advertising, including in-app approaches, to drive their holiday ad strategies. | | |
howdy! | Marketing on Platforms | | | | Roblox is still in its infancy as a marketing tool. But over the last two years, the number of brands and retailers on Roblox has grown dramatically. | | |
howdy! | Subscriptions | | | | Subscriber revenue has become more of a priority to the Washington Post’s Arc clients since it launched its subscription tools last year. | | |
| Content & Commerce | | | | A special Digiday podcast episode features Interviews with BuzzFeed CEO Jonah Peretti and Verizon Media CEO Guru Gowrappan. |
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