3 Digital Trends for Publishers in 2014
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3 Digital Trends for Publishers in 2014
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Today, publishers find themselves in the center of a swirling, increasingly complicated digital vortex. Consumers are increasingly switching from traditional print media to digital media. As a result, publishers are facing new challenges as advertisers move from newspapers to online channels and into new formats. Print advertising revenue is now just 45% of what it was in 2006. However, leading advertisers still believe premium content publishers are superior at achieving their branding objectives over all other media. In order to capture the advertising spend of leading advertisers, publishers must develop innovative advertising strategies. Increasingly, publishers are also developing new revenue streams, such as events, digital services, sponsorship, and online recruitment advertising, in order to offset losses from print advertising declines. In 2014, publishers will experience these 3 digital trends: 1. Mobile moves to the center of the multiplatform landscape 2. Native Advertising is here to stay 3. Always on means always social
Transcript of 3 Digital Trends for Publishers in 2014
3Digital
Trends for
Publishers in
2014
MobileMoves to the Center of the
Multiplatform Landscape
The use of mobile devices
will continue to explode,
and newspapers will con-
tinue to explore what
mobile really means for
the news industry.
In 2014, we’ll see more
newspapers creating a
mobile-first strategy,
as opposed to a “How do
we fit mobile into this?”
strategy.
The Growing Mobile Landscape
22% of U.S. adults
own a tablet 64% of tablet
owners get news on their
device
44% of U.S. adults
own a smartphone
62% of smartphone
owners get news on their
device
50% of U.S. adults own
either a tablet or smartphone
66% of tablet or smartphone
owners get news on their device
Average Time Spent per Day on the
Internet by US Adult Users of Each Device
The Washington Post’s
Topicly, a mobile and visual
news interface launched in
September, 2013 was
developed to rethink the
news experience for mobile
users’ preferences.
More People Use a Mobile Browser for News
People Become More Comfortable with Mobile Advertising
Opportunity for Publishers to Monetize on Mobile
Smartphone owners are more influenced by mobile advertising, more interested in mobile payment options and more likely to use mobile coupons.
However, mobile ads only peak the interest of smartphone owners if they provide something of value in return.
Ways publishers can monetize on mobile
• Personalized e-commerece• Coupons• Recruitment advertising• Buy (and sell) apps• Sell bundled ad packages
Recruitment Advertising: Your Next Revenue Strategy
Learn new online revenue strategies and how recruitment advertising can help you build new revenue for your digital publication.
Native
Advertising is Here to Stay
Traditional display advertising such as banners, prerolls, and pop-ups continues to perform poorly due to low public appeal.
98%of banner ads are ignored, and the prerollskip rate is rapidly increasing.
2000
9%
2012
.2%
BANNER AD CLICK THROUGH RATE
While some people caution against fully abandoning display advertising, native advertising remains the most viable form of advertisement for many publishers who chiefly value user experience.
Native Advertising: good storytelling that
engages and communicates with readers
In 2014, publishers will become better at creating and
defining the appropriate metrics to measure success
Publishers see their growing emphasis on
native advertising as a way for many to
offset losses from a rapid programmatic
encroachment and print advertising declines.
Spending to rise 20.5% this
year to $2.29 billion in the US,
compared to $1.9 billion last
year.
eMarketer estimates that
newspapers and magazines
will see digital ad revenue
growth increase...
5.6%
13.3%&
Always On Means
Always
Social
Social networking is the glue that binds the experiences of multiple device usage.
2014 is the year publishers master the art of engaging digital consumers via social!
During a typical day:
56% of U.S adults access social media sites 78%
Of young adults access social media sites
All adults 18-35 35-49 50+
56%
78%
66%
36%
Age
Percent of adults using social media each week
Smartphone
Home PC
Tablet
Work PC
28%
15%
13%
of adults active in social media access networks via at least two devices.
47%
access it via 3 or more devices. 16%
New Demand Accelerates Publishers to the Point of Instant Interactions
During an emergency, Twitter became an information lifeline
Hurricane
Sandy
Conversation
on
Increasing numbers of people get news from social media
% of U.S. adults who use each social networking site
% of U.S. adults who get news from each social networking site
&
Print advertising revenue is now
just 45% of what it was in 2006,
so businesses are developing new revenue streams, such as events, digital services, sponsorships and online recruitment advertising.
Publishers will continue to push forward with “integrated marketing” solutions.
The Definitive Guide to
Audience Developmentfor Digital Publishers
Unlock the secrets to Audience Development for free! Download this guide to start building audience development strategies for your digital publication!
About
Recruitment ADvisor is the go-to source for stand-alone job boards & digital publishers to find industry news, insights, and tips for new revenue. Brought to you by RealMatch, recruitment advertising powered by performance, Recruitment ADvisor has a focus on leveraging recruitment advertising as a new revenue stream. You’ll find information on competing more effectively and earning more from recruitment advertising, while generating more site traffic at the same time.
www.RecruitmentADvisorBlog.com
About
RealMatch is revolutionizing the highly fragmented online recruitment industry by allowing online publishers to better monetize their communities using recruitment advertising, while offering employers and job seekers a much more efficient way to connect with RealMatch’s proprietary job matching technology.
At the heart of RealMatch’s white-label job board solution for digital publishers lies the most advanced job matching technology which drives quality and performance across all components of RealMatch’s platform and network. Real-Time Job Matching™ operates off of a comprehensive database of industry specific taxonomy terms, job seeker profile information, and employer requirements to automatically identify quality matches between employers and job seekers. Real-Time Job Matching™ is setting the standard in accuracy and eliminates the need to search - saving a significant amount of time for employers and job seekers alike.
RealMatch 77 Water Street, 12th FloorNew York, NY 10005(888) 909-1991 www.RealMatch.com
1. Elkin, Noah. Key Digital Trends for 2014, eMarketer [http://www.emarketer.com/Webinar/Key-Digital-Trends-2014/4000075]
2. Premium Publishers see hope in “native” sponsorships, eMarketer [http://www.emarketer.com/Article/Premium-Publishers-See-Hope- Native-Sponsorships /1010402]
3. Joe Hyrkin, Issuu. Digital publishing: How it will evolve in 2014 and beyond. Gigaom [http://gigaom.com/2014/01/04/digital-publishing-how-it-will- evolve-in-2014-and-beyond/]
4. Little, Caroline. The Trends that Will Shape the Newspaper Industry in 2014. Newspaper Association of America [http://www.naa.org/News-and-Media/CEO-Update/2014-January.aspx]
5. Marshall, Sarah. Key Trends News Publishers Will See in 2014. Journalism.co.uk [http://www.journalism.co.uk/news/-wpe13-key-trends-news-publishers-will-see-in-2014/s2/a554352/]
6. Caumont, Andrea. 12 Trends Shaping Digital News. Pew Research Center [http://www.pewresearch.org/fact-tank/2013/10/16/12-trends-shaping-digital-news/]
7. Attinger, Alex. Why Native Advertising is here to Stay- But it Must Be Fully Transparent. The Guardian [http://www.theguardian.com/media-network/media-network-blog/2014/mar/10/native-advertising-engage-consumers-transparent]
8. Pearse, Justin. Brands Should Welcome Entry of News Publishers’ Into Content Marketing. The Guardian [http://www.theguardian.com/media-network/media-network-blog/2014/mar/24/brands-publishers-digital-content-marketing]
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