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How BuzzFeed Inc.’s Edgar Hernandez is preparing for a recession while seeing signs of recovery


This episode marks the second of a four-part sequence on the Digiday Podcast, which explores how media CROs are main their corporations via turbulent occasions and are taking over new obligations as corporations batten down the hatches with new income streams.

BuzzFeed Inc. chief income officer Edgar Hernandez and his workforce have been making ready for a possible recession since Might.

“We did some recession planning and offered that to senior management again in June. And so we’ve been enjoying the sport as if we’re in a recession,” he mentioned within the newest episode of the Digiday Podcast.

That recession planning boils down to 2 focuses with respect to BuzzFeed’s promoting enterprise: “effectivity and innovation,” mentioned Hernandez, who was CRO of Complicated Networks earlier than BuzzFeed acquired the media firm final yr because the latter firm went public.

“Effectivity” successfully means making it straightforward for advertisers to spend cash with BuzzFeed and to see returns on that funding. “Innovation” means pitching them advert alternatives — reminiscent of a brand new video programming slate that BuzzFeed’s gross sales workforce began pitching advertisers on in latest weeks — that can assist manufacturers to face out and seize audiences’ consideration at a time when shopper confidence has ebbed.

Whereas BuzzFeed has seen the financial downturn’s impacts, as evinced by its most up-to-date quarterly earnings report, the media firm can also be beginning to see indicators of an promoting restoration. The quantity of pitch requests — or RFPs — for fourth-quarter advert alternatives that BuzzFeed is at present receiving is similar to final yr. That features RFPs from advertiser classes reminiscent of shopper electronics and retail which were delicate all through 2022.

“There’s a good sign in market proper now that there’s elevated alternative going into This fall and that particularly some challenged classes like shopper electronics are being extra lively than they’ve been the opposite three quarters,” Hernandez mentioned.

Listed below are a number of highlights from the dialog, which have been edited for size and readability.

The second-half outlook

It nonetheless being midway via the yr, it’s arduous to say if [the third quarter] goes to be the hardest quarter. It’s definitely difficult for all, seemingly. And for This fall, the alerts of the RFP quantity are there, however I can’t predict precisely the place it’s going to land on the finish of the quarter.

This fall comes into view

There are some good indicators that This fall could possibly be robust compared to Q3. Particularly in classes like shopper electronics which were struggling all yr, that This fall time interval is very large for them. We’re beginning to see a few of these bookings that we usually would see from a few of the larger manufacturers. Additionally on the retail entrance, we’re seeing lots of exercise from our core companions but in addition from different retailers that want to be in market.

BuzzFeed’s programmatic energy + Complicated’s video power

There are strengths on either side. BuzzFeed had extra power in programmatic than Complicated, and so how will we get the Complicated manufacturers which can be working with us tapping into the programmatic providing? There’s 20% to 30% overlap between our companies. In order that’s an unbelievable, pure natural development alternative. The identical goes for video sponsorships. We’ve finished a wonderful job on the Complicated facet in sponsoring [shows] like ‘Sizzling Ones’ and ‘Sneaker Procuring.’ And so instantly what we mentioned was, “How will we take into consideration this throughout BuzzFeed Inc.?” And so we simply launched a brand new video slate a few weeks in the past that the gross sales workforce is now in market beginning to educate purchasers on.

The foundational yr for BuzzFeed-Complicated Networks

This yr is all in regards to the foundational yr. We’re virtually via this full integration, and we’re all beginning to say we are able to begin to see the sunshine on the finish of the tunnel. We did lots of work during the last 4 months [after integrating BuzzFeed’s and Complex’s sales teams in April], however actually the innovation build-off begins in 2023. And we predict that’s completely timed for if there’s a downturn as a result of that’s what manufacturers are going to be on the lookout for: innovation they’ll entry in very straightforward and environment friendly methods.

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How BuzzFeed Inc.’s Edgar Hernandez is preparing for a recession while seeing signs of recovery



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