Undoubtedly, 2022 has started as yet another turbulent year. And since the current event dynamics has boosted the demand for quality editorial content in the news segment, it’s time that publishers maximize the efficiency of their inventory monetization tactics.
Monetizing news-related editorial inventory has always been a complex process for publishers, requiring careful planning, creative talent acquisition and, quite predictably, substantial operational costs.
And while the overall digital advertising landscape hasn’t changed drastically since Q4 2021, 2022 is a challenging time for news publishers, which demands their exceptional flexibility and the involvement of relatively new revenue acquisition tactics in their monetization strategy.
Dive into the AdPlayer.Pro’s guide for publishers and find out which monetization tactics are worthy of their attention in Q2 – Q4 2022.
Serve Readers with the More Engaging Ad Units
Undoubtedly, running video advertising campaigns, particularly opting for non-disruptive InPage units, or other outstream video ads, remains a winning monetization strategy for news publishers in 2022.
Yet, so is their urgent need to continuously integrate multiple Demand providers smoothly, while simultaneously handling the content production for cross-platform delivery to their readers, at the right time and in the right context.
The good news is, video advertising tech providers, like AdPlayer.Pro have been introducing novelties, aimed at helping publishers’ minimize production efforts, while still achieving maximum business results.
Namely, just recently we’ve released new video ad server functionality for our Supply partners, which implies the fast and easy integration of publishers’ YouTube video content as a source of inventory, directly into their digital properties.
Tip! Contact your dedicated account manager at AdPlayer.Pro to learn more about newly-accessible YouTube integration capabilities.
Benefit from E-commerce Opportunities
As many experts agree, the introduction of the e-commerce element to the editorial inventory has proven to be a rewarding strategy for news publishers, especially those struggling to sustain the continuous subscription volume growth. Ranging from limited offers, displaying viral content pieces on the clothing, stationery, mugs, etc. to the release of branded merchandise, exclusively offered to website readers, or the mere adding of affiliate links to content, a variety of available options is virtually limitless.
While the operational investment in the release and support of an e-shop segment on a news website may seem rather expensive, it’s possible to stay savvy, e.g. by minimizing the volume of offered items, launching pre-sales, in order to balance the production costs, involving in-house/local human resources to handle the design (e.g. local web design companies), or even selecting a different kind of a web hosting provider, for instance, and improving the sales funnel, of course.
And this is what gives e-commerce value as an equally rewarding revenue stream for large news publishers, as well as the smaller market players, in 2022.
Leverage Web3 Capabilities
One of the web3 revenue opportunities news publishers have been taking advantage of in the past months is definitely minting of the NFTs, featuring cover artworks, exclusive editorial, op-ed pieces, as well as media content (images and/or audios and videos, including video promo).
While some of the noticeable success stories to learn from include the record-selling artwork collection by Rolling Stone, created in partnership with BAYC (Bored Ape Yacht Club), which generated almost $1,000,000,000 in the so-to-speak secondary trading volume, or the auction sale of the PNG file, representing one of the NYC articles, for over $500,000, just to name a few, the entire list is much longer.
Quite predictably, NFT stats show that the minting trend will remain somewhat solid in Q2 – Q4 2022, at least in the top-tier news segment. However, the operational costs, and the relatively smaller readers’ audience will probably keep this segment less lucrative for mid-sized regional publishers, and the smaller, local news websites/apps.