As a publisher, your business model is probably focused on ad-supported content. The good news is that consumers want more content. Specifically, they want high quality, reliable content. Reuters conducted a poll of 1,230 of its members in April 2016 which was covered by Digiday’s article titled “Reuters finds readers want quality news, but aren’t willing to pay for it”:
Paying careful attention to key advertising trends is a key to success for digital publishers in the age of ad blocking and unlimited free content.
What does the future of online advertising look like? The answer: Ads that you can talk to.
You’ve been looking to travel in August and you see an ad for a hotel in the Caribbean that intrigues you. But you have a few questions: Is there a pool? How much for a room? Is it close to the beach? The ads of the future will answer all of your questions, in seconds. Using artificial intelligence, ads won’t just display information, they will be a conversation.
Startling mobile ad blocking trends have emerged from PageFair’s 2016 ad blocker report titled “Adblocking Goes Mobile” and PageFair’s findings paint a troubling picture of the emerging mobile, ad blocker landscape. At the same time, the data point to possible solutions for publishers as they seek more sustainable revenue models.
Native advertising is rapidly becoming an attractive ad choice for publishers as display advertising becomes less effective in the face of growing ad blocker adoption. According to a report titled “The Rise of Native Ads in Digital News Publications” published by the Tow-Knight Centre for Entrepreneurial Journalism in 2015 –
Viewability is a relatively new term in the online advertising lexicon and it has rapidly becoming a significant factor that determines whether publishers, already under significant pressure to monetize their digital properties, will be able to remain afloat and viable or whether they will lose even more revenue and shut down.
For publishers, ad placement is everything. An ad’s placement on a page and even its design will determine whether a user completely ignores an ad and denies you, the publisher, revenue you earn from it. It is also crucial to ensure that your ad placements are not disruptive and intrusive to the user or that you create false floors that are created, inaccurately signaling the end of content. This causes users to miss ads that would otherwise be crucial and helpful. Thankfully, though, there are ways to optimize your ad placement strategy to avoid such issues.