Digiday Research: C-level publisher executives bank on branded content for growth
At the Digiday Moguls Summit in March in Vail, Colorado, we surveyed 33 C-suite publisher executives on how they expect to grow revenues in 2018. Check out our earlier research on how publishers earn e-commerce revenue here. Learn more about our upcoming events here.
Quick takeaways:
- Thirty-two percent of C-suite publisher executives in Digiday’s survey said branded content has the biggest growth potential in 2018.
- Survey respondents said branded content was the most important revenue stream for publishers.
2018 is about diversifying beyond advertising
Spending on display advertising and video advertising is expected to increase in 2018. Despite this, C-suite publishers surveyed by Digiday believe alternate channels provide the biggest opportunities to grow revenues, with 32 percent choosing branded content and 23 percent selecting subscriptions as the revenue channel with the most potential, while just 6 percent said digital advertising and 14 percent said video advertising.
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