Discounts are placing downward pressure on online publishers’ inventory yield and forcing them to use disproportionate amounts of inventory to honour larger deal sizes. This means that publishers’ profitability and sustainability is under pressure, while advertisers battle to get access to prime inventory.
Kagiso Digital says there are three things that online publishers would like to see from brands, advertisers and agencies, but seldom receive: an appreciation that digital is about more than the clicks; a deeper understanding of what value clicks deliver – if clicks must be discussed at all; a better understanding of the value digital brings in terms of branding effects such as brand recall, awareness, favourability, and purchase intent.
Source: Attila Bernariusz, divisional head at Kagiso Digital
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