The rules of attention economics in the world of digital media have changed. Your audience is now banner-blind and ad-blocked. (Think attention span of a goldfish.)
Since attention spans and ad space are shrinking, publishers need to shift to a new way of thinking. Three changes that come to the forefront:
This brings us to the next question.
Publishers spend all this time, energy and resources to do research in order to analyze their competition and audience data. Then there’s CRM planning, process development, optimization planning etc. Publishers also have created all this great, niched content to deliver to their audience.
But they can get stuck in distribution phase. Media companies are now on the hook for always-on publishing and “everywhere” distribution. One good way to manage this cycle is to look for strategic partners that can help you succeed.
It is a form of paid media where the ad experience follows the natural form and function of the user experience in which it is placed. They are pay-play, information-based and delivered in-stream. And they are the new “advertorial”–but with bigger expectations.
Native advertising also provides an opportunity to support larger media plans. This includes thought leadership, educational content, guides and more. Each phase in the buyer’s journey can now be supported by content.
Most of all, native advertising works. They are much more than the old advertorial model. Mobile friendly by nature, they meet consumer demand. Plus they avoid ad blockers. The results? Native ads are viewed and clicked more.
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More about Andrew Hanelly: After spending time on both the publisher and agency side of the media business, Andrew now has his dream role which straddles both. He is Creative Director and partner at Revmade.com, which helps publishers generate revenue and helps brands develop audiences. Andrew got his first taste of the niche media world at Active Interest Media, helping to translate print success to digital prowess across the organization. He then spent nearly a decade at a content marketing agency as SVP Strategy.
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Niche Media has the best events, education, and training in media! Our super niched-out events & content give target-audience publishers in the B2C, hobbyist, B2B, city & regional, and association markets the tools they need to build revenue, audience, and more.
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