There’s a number of uncertainty within the air proper now — simply in time for publishers to resolve on their plans for subsequent yr.
We came upon earlier this month that about two-thirds of publishers agree we’ll be in a recession within the subsequent six months to a yr. And it’s now that point of yr when the all-important fourth quarter is rapidly approaching. So Digiday requested writer professionals what their enterprise priorities shall be within the subsequent six months, and assembled a listing of the highest 5:
Publishers’ priorities have shifted since Digiday requested writer professionals the identical query originally of the yr. However apparently, the shift has been slight.
Digiday’s survey discovered that publishers’ high two enterprise priorities haven’t modified all year long to date, regardless of the present financial local weather. At first of the yr, greater than half of respondents mentioned direct-sold adverts could be a big focus for them within the subsequent six months. That quantity stays about the identical, in line with Digiday’s most up-to-date survey. Direct-sold adverts had been adopted by subscriptions in each Q1 and Q3, with greater than 40% of respondents figuring out subscriptions as a big focus within the subsequent six months in each surveys.
Branded content material, programmatic adverts and video promoting additionally remained within the high 5 areas of focus for publishers from Q1 to Q3, with slight shifts in how a lot publishers plan to concentrate on them. The share of writer professionals who mentioned programmatic adverts shall be a big focus jumped from 32% in Q1 to 43% in Q3, for instance, and video promoting noticed the same bounce from 36% in Q1 to 43% in Q3. These shifts point out that it’s potential we’ll see publishers work to diversify their income streams in response to financial instability.
It’s attention-grabbing to notice what publishers don’t think about to be priorities heading into the top of the yr — significantly relating to programmatic adverts. Whereas programmatic got here in at No. 2 on the checklist of the highest areas of focus for publishers, it additionally got here in at No. 4 on the checklist of areas publishers don’t plan to concentrate on within the subsequent six months, with practically 1 / 4 of respondents to Digiday’s Q3 survey saying they don’t seem to be centered in any respect on programmatic.
In the meantime, most publishers agree that linked TV has not been a precedence all through 2022. In Q1, 58% of writer professionals mentioned CTV was under no circumstances a spotlight for them. In Q3, the proportion remained flat at 57%.
All this speak of publishers’ theoretical priorities begs the query: The place are publishers truly getting their income from in the mean time? It seems publishers’ priorities line up properly with the place they’re making a living. Almost half of respondents to Digiday’s Q3 survey mentioned they get a big portion of their income from direct-sold adverts — giving it the highest spot on the checklist of publishers high income sources. Right here’s the complete high 5: