Adding the term “coronavirus” to a headline can give a story a traffic boost. It also dents that story’s revenue potential, creating a difficult math problem for publishers.
| For many publishers, particularly in news, including the term “coronavirus” in a headline still delivers a traffic bump and, quite often, a revenue dent. Thanks to keyword blocking, news publisher CPMs have dropped more than a third over the past month. This creates the potential for friction between editorial and business inside publishers at a moment when many are under severe revenue pressure. Read more below. Over the past three weeks, the incidence of the term “coronavirus” has begun to decrease as publishers realized that searches for the term “coronavirus” are down 75% from their peak in late March, according to Google Trends data. For Digiday+ members, a new Digiday survey found that 40% of brands are not advertising next to coronavirus-related news online, up slightly from a month ago. Publishers' surge of social viewership has subsided since March but has stayed higher than pre-quarantine levels in April. Digiday analyzed the most-recent earnings updates from the top 10 ad spenders in the world to see how they are adapting their marketing strategies to the ongoing crisis. For Digiday+ members, without long-term planning from clients, agencies are unable to map out what their business will look like past the next few weeks let alone over the next year. Other things to know about Next week: Join us for the Digiday Future of TV Summit LIVE where we’ll bring together top brand and agency executives virtually to discuss the evolution of television advertising. Learn more and reserve your spot to hear from leaders with Omnicom, Dentsu, Essence and more. During the current crisis, publishers have seen huge spikes in traffic — but holding onto those audiences will be increasingly challenging. In a new webinar on May 21 at 1 p.m. ET, join experts from Spot.IM — including Ido Goldberg, svp of Product, and Enrico Tollis, general manager and svp of Partner Success — to learn how to build engaged and loyal audiences that will stay close, regardless of events. Sponsored by Spot.IM | | |
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howdy! | Sponsored by Celtra | | Webinar: Mastering the shift to e-commerce in a time of crisis | | During the pandemic, creative production is rapidly shifting to the digital landscape. In a new webinar, on May 7 at 12:00 p.m. EST, hear from experts at Celtra as they explore how to tweak existing assets for use in the digital landscape. | | |
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