Media's Digital Challenge: Publisher Strategies for Monetizing Content Across Platforms - eMarketer
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Media's Digital Challenge: Publisher Strategies for Monetizing Content Across Platforms

eMarketer Report

By: eMarketer

Published: March 02, 2017

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

As publishers distribute content across more platforms, the value of that content has become equally diffuse. Content once kept behind fairly solid paywalls is now accessible via social networks. In turn, its value has declined, and the ad revenue that content earns must be split with the social platforms.

  • Publishers have extended their reach by placing content in social media platforms, such as Facebook’s Instant Articles and Google’s Accelerated Mobile Pages (AMP), which has boosted readership and advertising opportunities within those platforms.
  • Readers are visiting social networks to consume news as often as they are accessing news sites or news apps. For smartphone users, their first look at news in the morning is quite likely via a social platform.
  • Publishers, however, are not reaping the monetary rewards of higher readership in social platforms—Facebook and Google are the big winners there.
  • As publishers exchange exclusivity for scale and reach, questions about what content is worth to advertisers becomes more critical, especially when consumers are not often willing to pay for that content.
  • Readers are more likely to trust brand messages around known media brands. After relying on programmatic to place ads broadly, some advertisers are pulling back, working more closely with select publishers to ensure their ads are surrounded by trusted content.
  • As the digital ad ecosystem evolves, there are any number of outcomes for publishers, but the upshot is they need to better value their content so brands will recognize that value. When possible, shoring up subscriptions and being tougher negotiators with platforms will be two important steps.

"News consumers go to social media platforms nearly as often as they go to news organizations’ websites and apps to read the news."

Table of Contents

The Cost of Digital Advertising

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Publishers and Platforms

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A More Deliberate Ad Spend

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10 charts are included in the full report:

Media’s Digital Challenge: Publisher Strategies for Monetizing Content Across Platforms

Ways in Which US Digital News Consumers Get News, by Demographic, March 2016 (% of respondents in each group)

The Cost of Digital Advertising

US TV* vs. Digital Ad Spending, by Device, 2015-2020 (billions)

Tactics that Occupied vs. Will Occupy Their Time/Resources According to US Digital Marketing/Media Practitioners, 2015-2017 (% of respondents)

Publishers and Platforms

Distributed Content Revenues Among US Publishers, by Platform, H1 2016 (thousands and % of total)

Publish or Perish

Ways in Which US Digital News Consumers Get News, by Demographic, March 2016 (% of respondents in each group)

First Source that US Smartphone Users Check in the Morning for News via Their Smartphone, Feb 2016 (% of respondents)

The Trust Factor

Types of Ads that US Internet Users Trust When Making a Purchase Decision, Oct 2016 (% of respondents)

A More Deliberate Ad Spend

US Publishers Who Are Planning to Expand vs. Decrease Their Subscription Options, May 2016 (% of respondents)

The Publisher-Brand Partnership

Importance of Select Metrics When Measuring Digital Branding Campaigns According to US Digital Advertising Professionals, April 2016 (% of respondents)

Areas of Concern About Digital Advertising Among US Digital Advertising Professionals, April 2016 (% of respondents)