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New Advertising Initiatives for Subscription Publishers in 2017

Subscription publishers are now looking at app buttons, branded podcasting, and intrusive marketing workarounds 

Subscription publishers have a lot of options when it comes to how they market their content online. We already know that content marketing provides high-quality content with value, so that’s already part of the process. But options for delivering and marketing that content are always changing in the digital world.

Today we’re looking at some of those digital marketing options, and we begin with an article from Digiday on app buttons and Condé Nast Traveler. “Condé Nast Traveler…has been running buttons from Uber and Hotels.com on its mobile sites since last October to put in front of its 4.2 million monthly mobile users, using mobile-commerce firm Button. This is Condé Nast Traveler’s first affiliate marketing partnership, meaning it earns a commission by promoting others’ products.”

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The article continues by sharing more on the results for Condé Nast Traveler. “Most revenue from the button comes from hotel bookings, and one-third of the overall sales from the button per day are in the thousands-of-dollars range, according Gina Lee, director of product for Condé Nast Traveler. She noted that 2 percent of Traveler readers who see the Hotels.com button will actually tap on it compared to the industry average click-through rate of 0.1 percent for mobile display ads. And 7 percent of Traveler readers who are directed to the hotel page on Hotels.com app will purchase a stay, compared to 2-3 percent conversion rate in e-commerce.”

There’s value in aligned advertising that provides a service, like we see in the app button used by Condé Nast Traveler. Of course, not all types of marketing provide as much value. And according to an interview from Forbes with Stacy DeBroff, CEO and founder of Influence-Central, intrusive marketing is more and more problematic. “Op-ups, banner ads, and disruptive brand messages are all falling out of favor. Today’s consumers don’t want brands aggressively pushing their way into social media feeds, whether on Facebook, through promoted Pins or Tweets, or paid-for Snapchat stories. “As consumers seek to learn more about new products on their own time, expect continued resentment over intrusive marketing to deepen in 2017. Consumers will continue to vote with their feet … “walking” away from social platforms that inundate them with brand marketing,” DeBroff notes. Similarly, the tone and content of ads needs to be geared to the new Gen Z paradigm: fast, smart, sassy, and relevant.”

Finally, we look at branded podcasts in an article from Digiday. According to the article, “…Publishers including Gimlet, Midroll and Gannett have all launched brand studios, pulled in new advertisers, gotten existing ones to fork over more money, and some industry observers expect that branded content in podcasting will more than double in 2017.

“It is kind of exciting and hot right now,” said Matt Turck, the chief revenue officer of Panoply, the Slate Group-owned podcast advertising network, which earns as much as 25 percent of its podcast revenue from custom content.”

What will 2017 hold for new digital advertising initiatives? We’ll be sure to keep you up-to-date.

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