3 Ways that Programmatic Boosts Online Ads for Publishers
The magazine world was rocked by changes recently that pointed to the growing clout of digital media, and affirmed the rise of programmatic in online ads for publishers.
The news came like gun shots. Graydon Carter, the famous editor of Vanity Fair, said he was stepping down. Editors from Elle, Time and Glamour also announced plans to depart. Rolling Stone was put up for sale. Village Voice, the symbol of counterculture journalism and sketchy classified ads, said they will cease printing and publish online only. The New York Times story The Not so Glossy Future of Magazines said that “romance of the business was now yielding to a ‘try-anything’ approach; the longtime core… print product — is an afterthought, overshadowed by investments in live events, podcasts, video, and partnerships with outside brands.”
It’s not just the glossy print publishers looking for new mojo. Digital-born ones are too, which I (and I think Perion Blog readers) find most interesting. Roughly in the same timeframe, tech site Mashable said they are looking for a buyer, and major online properties Vox and BuzzFeed announced plans to double down on programmatic advertising.
What these developments have in common is the need for publishers to find ways to boost revenues and cut costs. In a digital era dominated by free content, online ads are a tried and true way to monetize. And, although there have been challenges related to brand safety, viewability, and other quality issues, programmatic advertising (see the infographic for a visual primer) is growing as a way to gain efficiencies and optimize media inventories. They are increasingly being used beyond standard commodity banner placements. Here are a few ways:
1. High Impact Ads
Business Insider reported that Vox Media, owners of Vox, sports site SB Nation and tech blog Recode is going all in on programmatic. Its Concert ad tech suite, also used by partner NBC Universal and distribution outlet Apple News, will enable programmatic buying of “big, bold beautiful ads” that give creatives a better canvas than banners. The same article shared an eMarketer prediction that 84% of display ads will be sold programmatically by the end of 2018.
You’ve read on this blog about the excitement around high impact ads. Perion Undertone offers a programmatic solution for automating placements of these stunning promotions.
2. Video
Mashable sees video as savior but needs a rich parent to get them there, according to the Wall Street Journal, in the story Mashable Tests Notion that ‘Pivot to Video’ Leads to Digital-Media Riches: “Many companies seeking to accelerate growth to justify high valuations are banking on video, where ad spending is expected to grow to $9.4 billion this year, up 68% from 2015, according to eMarketer. Fueling their appetite is that Facebook, which supplies a big percentage of traffic to publishers, has moved to prioritize video content in its news feed.”
There are a number of ways to leverage programmatic in video ads. This MarTech Series article explains more.
3. Header Bidding
Publishers are on the ropes with the decline of print, cheapening of content and domination of social platforms. A factor working in their favor related to programmatic is header bidding – a complex topic with simple results: it helps publishers make more money from ad inventory. You can read how it works on DigitalAdBlog. The quick explanation is that header bidding lets sellers get bids from multiple ad networks simultaneously instead of sequentially (which is explained further in Digiday).
The Publisher’s Guide to Programmatic Advertising
(Infographic Credit: RealMatch)
Roee Ganot
Senior SEO & Conversion Manager at Perion
Roee is an SEO, social and conversion expert with a strong performance-based marketing portfolio behind him. As a brand reputation specialist, he has proven success when it comes to revenue, traffic & football trophies.
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