The Media Minute 1.4.23

The digital advertising marketplace may choose smaller publishers and traditional media over big tech. Digital advertising spending declined 1% in November, according to data from Standard Media Index (SMI). This is thought to be the first time that overall spending has fallen in the digital publishing era. The good news is that smaller digital publishers, and even traditional media, could benefit from a weaker concentration of advertising spending with the major platforms.

It remains to be seen when third-party cookies will be fully phased out. But it’s clear that the priority should remain building a solid and flexible first-party data strategy that can withstand constant shifts in privacy and audience accessibility. Publishers who do so will be best positioned to help advertisers fill the gap between privacy and personalization while uncovering new monetization opportunities. The Seller-Defined Audiences strategy is emerging as a way to reinforce the connection between publishers, advertisers, and the consumer.

As brands look to associate themselves with engaging and reliable content, publishers are meeting advertisers’ needs by increasingly leveraging audio and video as storytelling and monetization tools. Not only do audio and video attract the younger users that advertisers seek, but these formats also allow brands to run more emotionally resonant campaigns than other ad choices offered by digital publishers.

Public relations can help B2B firms establish their brands. But 43% do not use editorial coverage as a sales enablement tool — at least in the UK, according to new research from Champion Communications conducted by Vanson Bourne.

Yet B2B marketers say that public relations is responsible for 74% of all new business opportunities, and 41% say that 80% or more of their marketing-qualified leads came through PR, with the average response at 74%.

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