Podcast 62: How publishers can sell online advertising in an awful market

In Podcast 62, Luis Romero, The Guardian’s senior vice president of advertising for North America, shares strategies for publishers to navigate the challenges of selling online advertising in a tough market. Romero emphasizes the importance of engaging in conversations with advertisers, but acknowledges that the current conditions may continue to present difficulties for a while longer. With a focus on survival, this podcast provides valuable insights for publishers looking to adapt and thrive amidst the ever-changing landscape of digital advertising.

Podcast 62: How publishers can sell online advertising in an awful market

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Overview

In this podcast episode, we will discuss the challenges faced by news publishers in the current market and provide strategies for selling online advertising. We will cover the importance of conversations with advertisers, survival strategies for news publishers, strategies to attract advertisers, adapting to changes in the advertising landscape, utilizing data for targeted advertising, innovative advertising formats and platforms, collaborating with other publishers, and building long-term relationships with advertisers.

Challenges faced by news publishers in the current market

1. Decreasing ad revenues: News publishers are experiencing a decline in ad revenues due to various factors such as the shift towards digital platforms and limited advertising budgets.
2. Competition from digital platforms: News publishers face tough competition from digital platforms that offer targeted advertising options and have a vast reach.
3. Shifting consumer behavior: Changes in consumer behavior, such as the preference for digital content and ad-blocking software, pose challenges for news publishers.
4. Ad-blocking software: The increasing use of ad-blocking software by consumers reduces the effectiveness of online advertising for news publishers.
5. Loss of trust in news publishers: News publishers have faced a loss of trust from the public, which affects their ability to attract advertisers.
6. Limited advertising budgets: Advertisers are operating with limited advertising budgets, making it challenging for news publishers to secure ad placements.

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The importance of conversations with advertisers

1. Understanding advertiser needs and goals: Having conversations with advertisers helps news publishers understand their specific needs and goals, allowing them to tailor advertising solutions accordingly.
2. Building strong relationships with advertisers: Maintaining open lines of communication and building relationships with advertisers fosters trust and increases the likelihood of securing ad placements.
3. Customizing advertising solutions: By engaging in conversations with advertisers, news publishers can create customized advertising solutions that meet the unique requirements of each advertiser.
4. Proving the value of online advertising: Conversations with advertisers provide an opportunity to showcase the value and effectiveness of online advertising in reaching their target audience.
5. Exploring new advertising opportunities: Regular conversations with advertisers allow news publishers to stay informed about emerging trends and explore new advertising opportunities that align with advertiser objectives.

Survival strategies for news publishers

1. Diversifying revenue streams: News publishers can mitigate the impact of decreasing ad revenues by diversifying their revenue streams through subscriptions, partnerships, events, and other innovative models.
2. Implementing cost-cutting measures: Implementing cost-cutting measures can help news publishers maintain profitability in an increasingly challenging market.
3. Investing in digital capabilities: News publishers should invest in digital capabilities to adapt to changing consumer behavior and offer advertisers a broader range of advertising options.
4. Focusing on quality content: Producing high-quality and engaging content is essential for attracting and retaining both readers and advertisers.
5. Exploring alternative revenue models: News publishers can explore alternative revenue models, such as sponsored content, native advertising, and affiliate marketing, to supplement declining ad revenues.

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Strategies to attract advertisers

1. Creating compelling advertising packages: News publishers can develop attractive advertising packages that offer a combination of digital and offline advertising options to cater to advertisers’ diverse needs.
2. Offering competitive pricing: Competitively pricing advertising packages can attract advertisers who are operating with limited advertising budgets.
3. Highlighting audience demographics: News publishers should emphasize the unique demographics and characteristics of their audience to demonstrate the value of advertising on their platforms.
4. Providing targeted advertising options: Offering targeted advertising options allows advertisers to reach their desired audience more effectively.
5. Emphasizing brand safety: News publishers can assure advertisers of brand safety by implementing measures to prevent their ads from appearing alongside negative or controversial content.
6. Offering unique advertising formats: News publishers should explore unique and engaging advertising formats, such as native advertising, interactive ads, and video ads, to capture advertisers’ attention.

Adapting to changes in the advertising landscape

1. Understanding programmatic advertising: News publishers should familiarize themselves with programmatic advertising, which automates the buying and selling of online ad inventory, to take advantage of its efficiency and targeting capabilities.
2. Investing in programmatic capabilities: Allocating resources to develop programmatic capabilities allows news publishers to offer advertisers more efficient and targeted ad placements.
3. Embracing native advertising: Native advertising seamlessly integrates with publishers’ content, providing advertisers with a non-disruptive and engaging way to reach their target audience.
4. Leveraging social media platforms: News publishers should leverage social media platforms to extend their reach and offer advertisers additional opportunities to connect with their audience.
5. Exploring influencer marketing: Collaborating with influencers can help news publishers tap into their dedicated and loyal followings, providing new avenues for advertisers to reach their target audience.

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Utilizing data for targeted advertising

1. Collecting and analyzing audience data: News publishers can collect and analyze audience data to gain insights into their demographics, preferences, and behaviors, enabling more targeted advertising campaigns.
2. Using data-driven insights for ad targeting: By leveraging data-driven insights, news publishers can offer advertisers ad targeting options that maximize the effectiveness of their campaigns.
3. Implementing personalization strategies: Personalizing advertising experiences based on audience data can increase engagement and drive better results for advertisers.
4. Ensuring data privacy and security: News publishers must prioritize data privacy and security to maintain the trust of both advertisers and consumers.

Innovative advertising formats and platforms

1. Exploring video advertising: News publishers can utilize video advertising to engage audiences and provide advertisers with visually compelling and immersive ad experiences.
2. Leveraging augmented reality (AR): Augmented reality provides news publishers with the opportunity to offer advertisers interactive and immersive ad experiences that capture attention.
3. Utilizing interactive ad formats: Interactive ad formats, such as quizzes, polls, and games, can enhance user engagement and provide advertisers with unique and memorable advertising opportunities.
4. Experimenting with podcast advertising: As the popularity of podcasts grows, news publishers can explore podcast advertising as a novel and effective way to reach their audience.
5. Investing in mobile advertising: With the increasing use of mobile devices, news publishers should invest in mobile advertising strategies to effectively target and engage their audience.

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Collaborating with other publishers

1. Pooling resources for joint advertising campaigns: Collaborating with other publishers allows news publishers to pool their resources and offer advertisers larger-scale and more impactful advertising campaigns.
2. Cross-promotion between publishers: Cross-promoting each other’s content and platforms can expand the reach of both news publishers and provide advertisers with broader exposure.
3. Sharing data and insights: News publishers can share data and insights with each other to enhance their understanding of audience behavior and preferences, enabling more targeted advertising strategies.
4. Collaborating on content creation: By collaborating on content creation, news publishers can leverage each other’s strengths and produce more engaging and diverse content that attracts advertisers.
5. Forming industry alliances: Forming alliances with other publishers and industry organizations allows news publishers to collectively address common challenges and advocate for the interests of the publishing industry.

Building long-term relationships with advertisers

1. Providing excellent customer service: News publishers should prioritize providing excellent customer service to maintain strong relationships with advertisers and ensure their advertising needs are met.
2. Regular communication and updates: Keeping advertisers informed through regular communication and updates strengthens the relationship and demonstrates a commitment to their advertising success.
3. Offering exclusive advertising opportunities: Offering exclusive advertising opportunities, such as sponsorships or partnerships, can incentivize advertisers to commit to long-term relationships with news publishers.
4. Providing post-campaign analysis: Conducting post-campaign analysis and sharing results with advertisers demonstrates transparency and provides insights for future advertising campaigns.
5. Continuously adapting to advertiser needs: News publishers should stay proactive and continuously adapt to the evolving needs of advertisers, offering innovative advertising solutions that align with their goals and objectives.

In conclusion, news publishers facing challenges in the current market can navigate the difficult landscape by engaging in conversations with advertisers, implementing survival strategies, attracting advertisers with compelling advertising packages and targeted options, adapting to changes in the advertising landscape, utilizing data for targeted advertising, exploring innovative formats and platforms, collaborating with other publishers, and building long-term relationships with advertisers. By employing these strategies, news publishers can overcome the obstacles in the market and thrive in the digital age.