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PUBLISHERINVESTMENT
REPORT
2013
Confidential & Proprietary
Sources: Preliminary Data, 2013 Publisher Investment Report
Methodology: What, Who, & Why?
• This is the second report in an ongoing series that will look at key drivers, inhibitors and benchmarks that reflect how Brands, Publishers, and Agencies are navigating the increasingly complex digital marketing ecosystem
• Based on exhaustive primary and secondary research conducted in Q3 of 2013, including online surveys and detailed, in-person interviews with 50 publishing executives.
• From this comprehensive exercise, we have identified key themes, with top-line findings of the report revealing a series of issues and best practices.
• Results are preliminary
• Final report will be available by the end of October
Sources: Preliminary Data, 2013 Publisher Investment Report
Key Findings
Sources: Preliminary Data, 2013 Publisher Investment Report
Sources: Preliminary Data, 2013 Publisher Investment Report
Publisher Organizations Will Reallocate Internal Resources to Capture Revenue…
76%Premium Sales 73%
Programmatic Buying57%
Native Ads
Q: Given the potential ad sales issues below, please select the THREE that you think will have the MOST impact in driving internal organizational changes / resource allocations over the next 24 months.
Sources: Preliminary Data, 2013 Publisher Investment Report
Publisher Organizations Will Evolve HOW they Sell as well as WHAT they are selling
1 in 2Direct Sales(Premium)
1 in 3Direct Sales
(Non- Premium)
1 in 2Ad Exchanges
1 in 5Ad Networks
Q: What percentage of your total ad revenue will be derived from the following sales channels in 2013 and do you see those allocations increasing, decreasing, or staying about the same by 2015? (% INCREASING RELATIVE TO 2015)
Sources: Preliminary Data, 2013 Publisher Investment Report
Capturing Premium Revenue a TOP priority …
33%
54%67%
56%Social
Native Advertising
Video Ads
Mobile Ads
Q: Please rank the importance of the following types of advertising in attracting “premium” ad dollars directly from advertisers (VERY/EXTREMLY important)
77%Sponsorships
Sources: Preliminary Data, 2013 Publisher Investment Report
Going Native, but grasp may (currently) exceed reach
80%currently offer Native Advertising
opportunities to advertisers
53%
1 in 38 in 10
Have a separate unit that creates content for advertisers
Rate their own efforts to date at creating content for advertisers as
poor/average
Rank the expected importance of Native advertising as very/extremely important
Q: Please rank the importance of the following types of advertising in attracting “premium” ad dollars directly from advertisers (VERY/EXTREMLY important)
Sources: Preliminary Data, 2013 Publisher Investment Report
Mind the gaps - Mobile, Data Monetization lag
Q: Please characterize your company’s own efforts to date at fully monetizing Mobile Assets such as smart phone and tablet traffic, app usage, and mobile-specific search activity versus efforts at monetizing data that you get from sources like user registration data, cookies, etc.
DataMobile Assets
Sources: Preliminary Data, 2013 Publisher Investment Report
Big changes are afoot with regards to how publishers acquire audiences.
Q: Please rank the importance of each of the below as audience acquisition tools in 2013 & 2015 (VERY/EXTREMLY IMPORTANT)
Audience Acquisition Tools 2013 Rank 2015 Rank
SEO 80% 1 67% 3
Social media marketing 57% 2 70% 2
Content optimization 56% 3 80% 1
Video 34% 4 54% 5
Online display advertising 34% 5 30% 8
Mobile SEO 30% 6 57% 4
Email marketing 27% 7 37% 7
Native advertising 24% 8 47% 6
Offline advertising 20% 9 20% 9
Sources: Preliminary Data, 2013 Publisher Investment Report
Revenue gaps, tactical issues around audience monetization top publishers’ concerns
Sources: Preliminary Data, 2013 Publisher Investment [email protected]
Sources: Preliminary Data, 2013 Publisher Investment Report
PUBLISHERINVESTMENT
REPORT
2013
Confidential & Proprietary
