Advertising in the category leapt more than 70% this year, and analysts see the stars aligning for continued growth in 2021.
| Publishers that cover pop culture and entertainment are already licking their chops at the prospect of more advertising and affiliate revenues coming their way next year, as services including HBO Max and Disney+ keep racing to reach ambitious subscriber targets (and keep subscriber churn under control). This past year, the entertainment pop culture site Fandom, which reaches 315 million monthly unique users globally, saw revenue from streamers rise 63%, chief revenue officer Ken Shapiro said. Ranker's CEO Clark Benson said streaming services became the number one advertising category for his sites this year. Read more below. “Publishers have benefited from this flood of promotions, and I don't think that's going to let up at all,” said Andrew Wallenstein, the president and chief media analyst of the Variety Intelligence Platform. For Digiday+ members, WarnerMedia appears to evince boat-burning at its brightest but is actually taking care in alighting its linear TV business. ARPU is one way of checking how valuable new online revenue streams could be, and how much they're worth investing in. Publishers have to quickly shift to an e-commerce mindset and orientation if they want to begin selling subscriptions in a significant way. Other things to know about First-party data is the current north star in ad tech, but it can’t single-handedly solve publishers’ need for good targeting, relevant audiences and rich custom profiles. In this article, learn how publishers can continue to generate value from third-party data — even in the post-cookies era. Sponsored by Carbon AI. In this new guide for marketers and publishers, learn the three biggest trends affecting CTV buyers in 2020 and beyond, including the shift to programmatic buying methods and the steady growth of streaming consumption. Sponsored by PubMatic. Most marketers have begun to rely on first-party data — yet many are still struggling to collect, organize and leverage it in meaningful ways. Sponsored by Adstra. | | |
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howdy! howdy! howdy! | Sponsored by Zeta Global | | Research: As analog spending collapses, solving digital targeting is becoming more urgent | | New research finds that brands are directing their budgets away from the cornerstones of traditional analog marketing, including print, linear TV and traditional out-of-home — and they’re embracing digital platforms in nearly equal measure. This new report unpacks the changing approach as brands attempt to find new ways to target consumers in the post-cookies era. | | |
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