“Buyers needed assurance that the money invested would result in action-based brand engagement like a click, purchase, or newsletter sign-up to determine [return on ad spend]. As larger advertising verticals like auto and travel come back into the programmatic channel, we’ll likely see some brand advertising return to display.
“The bigger impact from D2C relates to how this group of companies has shown larger companies a path forward for business transformation and innovation,” wrote GroupM’s Wieser in a February newsletter.
In a Stratechery newsletter published in May, CEO Ben Thompson made the case that podcasts were undermonetized relative to their popularity among consumers. He likened today’s podcast advertising to early online advertisers and referenced a 2005 Mary Meeker slide that showed how heavily people used the internet for years before advertisers followed suit and increased their digital ad budgets.
Kerel Cooper, senior vice president of global marketing at programmatic email advertising firm LiveIntent, explained that many of the company’s publisher clients are mining insights from email newsletters—which are sent to identified, consenting users. “They’re looking at how they can create more of a holistic approach that includes content, growing subscribers, and effective ad placement,” he said.