If ads don’t work: why publishers are adopting content partnerships

About a month ago, this arrived in my email from a major technology news network. Techday Notify readers that display advertising is being phased out across the site due to significant performance improvements in other native advertising options.

However, it was more validated because it actually reflects conversations with many customers, rather than occurring as a shock (as EDM suggests). Digital advertising is inherently broken, and publishers and brands are adopting alternative customer acquisition channels as well.

Why Digital Advertising Doesn’t Work

I had to add “unless it’s Facebook or Google” to the title above.One of the main challenges facing publishers is the overwhelming majority. New advertising costs go to Facebook and Google. Last year, the ACCC conducted a survey on digital platforms. In 2019, for every $ 100 spent on advertising, we found that $ 53 was spent on Google, $ 28 on Facebook, and $ 19 on other sites and advertising technologies.

But the problem is more serious than Alpha Publisher’s effective monopoly on digital advertising costs. It also depends on the fact that consumers ignore, thwart and lose patience for digital advertising.Driven by Loss of trust It also contributes to data privacy concerns. It’s frustrating when ads and clunky creatives load slowly. It goes without saying that you can chase the internet with the same jeans you searched for once. In reality, publishers are looking for new ways to help brands reach consumers. As Techday I got it“Almost half of our readers do not see ads. Most people who see ads are conditioned to ignore or avoid it.”

The rise of commerce content models

Publishers have been successful with many content-centric alternative models. Native or branded content, and – more and more commerce content.

Commerce content is a fairly comprehensive term for brand advertisers to partner with publishers to create different types of shopping experiences while preserving editorial value.

It’s like a gift guide for sites like Buzzfeed and Yahoo !.

Or an editorial market like New York Magazine Strategist.. This is a natural extension from the parent magazine that tries to guide people to buy every day. Similarly, buyer’s guides, comparison sites, and how-to sites to help shoppers make informed decisions. finder We are gaining a great deal of traction to provide usefulness and value to publishers and advertisers. When consumer.

And, of course, these types of partnerships can be extended. It can go to much smaller publishers and individual influential people like YouTube creators and micro bloggers.

Content we trust

These types of content partners work for all parties because they put their trust in the heart of things. Publishers have built relationships of trust with viewers who value their opinions and reviews. Second, commerce content partnerships leverage and protect this trust to provide value and usefulness to consumers. They do this only by dealing with brands and products that really fit their audience. It’s a false economy for publishers and content providers to work with brands that feel unreal and risk losing subscribers, readers, and followers if they make the wrong notes.

With most publishers Creators have more loyalty to their viewers and customers than any brand they may speak to. They are trying to create useful content for their audience and in a real way. Because it’s what consumers end up discovering anyway. This means that we often see publishers and creators explaining aspects of products they dislike or like.

Therefore, brands that enter into these types of partnerships must accept that they do not have complete control over their narratives and accept others who speak and write more about their products and services. .. But the reward is that you can move away from the low-profit CPM advertising model and connect with an enthusiastic audience in a credible environment.

Content partnership scaling

For both publishers and brand advertisers, there are the right tools and technologies to establish and manage all kinds of partnerships. Partnership management technology has made it a lot easier for brands. This allows brands to discover, manage, reward and optimize partnerships between publishers and influencers. This makes it easier for brands to create alternative revenue streams for publishers and incremental revenue for brands.

Advertising is (more and more) non-functional, so it’s a good opportunity for both brands and publishers to embrace the benefits of commerce content partnerships.

Ayaan Mohamud is the Regional Vice President of Marketing – APAC at

If ads don’t work: why publishers are adopting content partnerships

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