The Value of Digital Media: How Advertisers Value Content, and How Publishers Can Make It More Valuable - eMarketer

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The Value of Digital Media: How Advertisers Value Content, and How Publishers Can Make It More Valuable

eMarketer Report

By: eMarketer

Published: March 12, 2018

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

Executive Summary

Fewer major publishers of premium digital content now believe display advertising on its own can cover the cost of producing quality content, let alone bring a profit. The reality that premium content is expensive to produce, combined with cluttered ad experiences that drive readers away, has forced publishers to develop a less-is-more approach to advertising. Meanwhile, publishers are increasing efforts to create subscription models that boost the bottom line. The result? Content that is more valuable to advertisers, and provides an experience that values its readers.

  • Even the best content will drive away audiences if it’s presented poorly. Users turned off by pop-ups, overlays, autoplay video or just too many ads are likely to head somewhere else. And it’s hard to make money from content that’s essentially interchangeable with what’s found on many other platforms and channels.
  • In their quest for viable revenue streams beyond advertising, publishers are beefing up subscriptions and memberships, offering hybrid free/paid models, developing events and testing new platforms.
  • Advertisers are working more closely with publishers, searching for those they believe are legitimate and can offer more informed targeting. The value of advertising next to such content depends on the quality of the readership and the environment in which the content resides.
  • If a publisher can establish a connection with the consumer, whether through utility or emotion, the consumer is more likely to trust the advertising surrounding the content. Engaging readers is the most valuable currency publishers have in the value exchange with advertisers.

"Publishers are using a number of revenue streams beyond advertising, with subscriptions among the most popular."

Table of Contents

When Content Becomes a Commodity

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‘There’s Need and There’s Feed’

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What Advertisers Value

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12 charts are included in the full report:

The Value of Digital Media: How Advertisers Value Content, and How Publishers Can Make It More Valuable

Important Digital Revenue Streams for 2018 According to News Publishers Worldwide (% of respondents)

When Content Becomes a Commodity

US TV and Print Ad Spending Growth, 2017 & 2018 (% change)

‘There’s Need and There’s Feed’

Frequency with Which US Internet Users Access News from Select Publishers/Sources, Sep 2017 (% of respondents)

Social Media Platforms from Which US Social Media Users Get News, 2013, 2016 & 2017 (% of respondents)

Learning to Pay for What Used to Be Free

Important Digital Revenue Streams for 2018 According to News Publishers Worldwide (% of respondents)

US Internet Users Who Pay for Digital News, by Age, 2016 & 2017 (% of respondents)

What Advertisers Value

US Internet Users Who Trust the Information vs. Advertisers on Select Digital Channels/Platforms, Oct 2017 (% of respondents)

Ways in Which Their Company Has Changed Their Ad Buying Method According to US CMOs, Nov 2017 (% of respondents)

Reach

Benefits of Distributing Video via Social Media Platforms vs. Publisher Sites According to US Digital Media Decision-Makers, Nov 2017 (% of respondents)

Engagement and Authentic Connections

Importance of the Style and Tone of a Brand Site/App in Order to Trust the Advertisers on that Site/App According to US Internet Users, by Age, Oct 2017 (% of respondents in each group)

Importance of Having an Emotional Connection with a Brand in Order to Trust the Advertisers on Their Site/App According to US Internet Users, by Age, Oct 2017 (% of respondents in each group)

Reasons that US Internet Users Have Subscribed/Paid for Premium Features on a Website, by Age, May 2017 (% of respondents in each group)