1. PUBLISHER
INVESTMENT REPORT
2013!
Confiden'al
&
Proprietary

2. Methodology: What, Who, & Why?!
•
•
Based on exhaustive primary and secondary
research conducted in Q3 of 2013, including
online surveys and detailed, in-person interviews
with 50 publishing executives.
Sources: Preliminary Data, 2013 Publisher Investment Report
•
From this comprehensive exercise, we have
identified key themes, with top-line findings of
the report revealing a series of issues and best
practices.
•
This is the second report in an ongoing series
that will look at key drivers, inhibitors and
benchmarks that reflect how Brands, Publishers,
and Agencies are navigating the increasingly
complex digital marketing ecosystem
Results are preliminary
•
Final report will be available by the end of
October

3. Key Findings!
Sources: Preliminary Data, 2013 Publisher Investment Report

4. Publisher Organizations Will Reallocate Internal Resources to Capture Revenue…!
76%
Premium Sales
57%
Native Ads
Q:
Given
the
poten'al
ad
sales
issues
below,
please
select
the
THREE
that
you
think
will
have
the
MOST
impact
in
driving
internal
organiza'onal
changes
/
resource
alloca'ons
over
the
next
24
months.
Sources: Preliminary Data, 2013 Publisher Investment Report
73%
Programmatic
Buying

5. Publisher Organizations Will Evolve HOW they Sell as well as WHAT they are selling!
1 in 2
Direct Sales
(Premium)
1 in 3
Direct Sales
(Non- Premium)
1 in 2
Ad Exchanges
1 in 5
Ad Networks
Q:
What
percentage
of
your
total
ad
revenue
will
be
derived
from
the
following
sales
channels
in
2013
and
do
you
see
those
alloca'ons
increasing,
decreasing,
or
staying
about
the
same
by
2015?
(%
INCREASING
RELATIVE
TO
2015)
Sources: Preliminary Data, 2013 Publisher Investment Report

6. Capturing Premium Revenue a TOP priority …!
67%
Video Ads
56%
54%
77%
Sponsorships
Mobile Ads
Q:
Please
rank
the
importance
of
the
following
types
of
adver'sing
in
arac'ng
“premium”
ad
dollars
directly
from
adver'sers
(VERY/EXTREMLY
important)
Sources: Preliminary Data, 2013 Publisher Investment Report
Native Advertising
33%
Social

7. Going Native, but grasp may (currently) exceed reach!
80%
currently offer Native Advertising opportunities to
advertisers
8 in 10
Rank the expected importance of Native
advertising as very/extremely important
53%
Have a separate unit that creates
content for advertisers
1 in 3
Rate their own efforts to date at creating
content for advertisers as poor/average
Q:
Please
rank
the
importance
of
the
following
types
of
adver'sing
in
arac'ng
“premium”
ad
dollars
directly
from
adver'sers
(VERY/EXTREMLY
important)
Sources: Preliminary Data, 2013 Publisher Investment Report

8. Mind the gaps - Mobile, Data Monetization lag!
Mobile Assets!
Data!
Q:
Please
characterize
your
company’s
own
efforts
to
date
at
fully
mone'zing
Mobile
Assets
such
as
smart
phone
and
tablet
traffic,
app
usage,
and
mobile-­‐specific
search
ac'vity
versus
efforts
at
mone'zing
data
that
you
get
from
sources
like
user
registra'on
data,
cookies,
etc.
Sources: Preliminary Data, 2013 Publisher Investment Report

9. Big changes are afoot with regards to how publishers acquire audiences. !
Audience Acquisition Tools
2013
Rank
2015
Rank
SEO
80%
1
67%
3
Social media marketing
57%
2
70%
2
Content optimization
56%
3
80%
1
Video
34%
4
54%
5
Online display advertising
34%
5
30%
8
Mobile SEO
30%
6
57%
4
Email marketing
27%
7
37%
7
Native advertising
24%
8
47%
6
Offline advertising
20%
9
20%
9
Q:
Please
rank
the
importance
of
each
of
the
below
as
audience
acquisi'on
tools
in
2013
&
2015
(VERY/EXTREMLY
IMPORTANT)
Sources: Preliminary Data, 2013 Publisher Investment Report

10. Revenue gaps, tactical issues around audience monetization top publishers’ concerns!
Sources: Preliminary Data, 2013 Publisher Investment Report

11. Sources: Preliminary Data, 2013 Publisher Investment Report
evan@digiday.com

12. PUBLISHER
INVESTMENT REPORT
2013!
Sources: Preliminary
Confiden'al
&
Proprietary
Data, 2013 Publisher Investment Report