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Publisher Investment Report

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  • 1. PUBLISHER INVESTMENT REPORT 2013! Confiden'al  &  Proprietary  
  • 2. Methodology: What, Who, & Why?! •  •  Based on exhaustive primary and secondary research conducted in Q3 of 2013, including online surveys and detailed, in-person interviews with 50 publishing executives. Sources: Preliminary Data, 2013 Publisher Investment Report •  From this comprehensive exercise, we have identified key themes, with top-line findings of the report revealing a series of issues and best practices. •  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 Results are preliminary •  Final report will be available by the end of October
  • 3. Key Findings! Sources: Preliminary Data, 2013 Publisher Investment Report
  • 4. Publisher Organizations Will Reallocate Internal Resources to Capture Revenue…! 76% Premium Sales 57% Native Ads Q:  Given  the    poten'al  ad  sales  issues  below,  please  select  the  THREE  that  you  think  will  have  the  MOST     impact  in  driving  internal  organiza'onal  changes  /  resource  alloca'ons  over  the  next  24  months.   Sources: Preliminary Data, 2013 Publisher Investment Report 73% Programmatic Buying
  • 5. Publisher Organizations Will Evolve HOW they Sell as well as WHAT they are selling! 1 in 2 Direct Sales (Premium) 1 in 3 Direct Sales (Non- Premium) 1 in 2 Ad Exchanges 1 in 5 Ad Networks Q:  What  percentage  of  your  total  ad  revenue  will  be  derived  from  the  following  sales  channels  in  2013  and  do  you   see  those  alloca'ons  increasing,  decreasing,  or  staying  about  the  same  by  2015?  (%  INCREASING  RELATIVE  TO  2015)   Sources: Preliminary Data, 2013 Publisher Investment Report
  • 6. Capturing Premium Revenue a TOP priority …! 67% Video Ads 56% 54% 77% Sponsorships Mobile Ads Q:  Please  rank  the  importance  of  the  following  types  of  adver'sing  in  arac'ng  “premium”  ad  dollars  directly  from   adver'sers    (VERY/EXTREMLY  important)   Sources: Preliminary Data, 2013 Publisher Investment Report Native Advertising 33% Social
  • 7. Going Native, but grasp may (currently) exceed reach! 80% currently offer Native Advertising opportunities to advertisers 8 in 10 Rank the expected importance of Native advertising as very/extremely important 53% Have a separate unit that creates content for advertisers 1 in 3 Rate their own efforts to date at creating content for advertisers as poor/average Q:  Please  rank  the  importance  of  the  following  types  of  adver'sing  in  arac'ng  “premium”  ad  dollars  directly  from   adver'sers    (VERY/EXTREMLY  important)   Sources: Preliminary Data, 2013 Publisher Investment Report
  • 8. Mind the gaps - Mobile, Data Monetization lag! Mobile Assets! Data! Q:  Please  characterize  your  company’s  own  efforts  to  date  at  fully  mone'zing  Mobile  Assets  such  as  smart  phone  and  tablet  traffic,  app  usage,   and  mobile-­‐specific  search  ac'vity  versus  efforts  at  mone'zing  data  that  you  get  from  sources  like  user  registra'on  data,  cookies,  etc.   Sources: Preliminary Data, 2013 Publisher Investment Report
  • 9. Big changes are afoot with regards to how publishers acquire audiences. !  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 Q:  Please  rank  the  importance  of  each  of  the  below  as  audience  acquisi'on  tools  in  2013  &  2015  (VERY/EXTREMLY   IMPORTANT)   Sources: Preliminary Data, 2013 Publisher Investment Report
  • 10. Revenue gaps, tactical issues around audience monetization top publishers’ concerns! Sources: Preliminary Data, 2013 Publisher Investment Report
  • 11. Sources: Preliminary Data, 2013 Publisher Investment Report evan@digiday.com  
  • 12. PUBLISHER INVESTMENT REPORT 2013! Sources: Preliminary Confiden'al  &  Proprietary   Data, 2013 Publisher Investment Report