"It takes a certain kind of advertiser to want to promote its brand alongside a headline like "RFK Jr. Greets Trick-Or-Treaters With Big Bowl Of Ape Glands." That's a real headline on The Onion, by the way. It's no surprise, then, that the satirical news site has to get creative with its marketing and monetization, CMO Leila Brillson told AdExchanger. Unlike other well-known publishers, name recognition doesn't automatically make The Onion a desirable advertising partner. Or, rather, it depends."
"Instead, The Onion makes most of its money through brand partnerships, including on social, and also runs an in-house agency, launched in May, that helps brands devise their own funny Onion-esque content strategies. And The Onion's unbothered attitude and unbridled confidence seem to be working. "We market ourselves by punching super above our weight," said Brillson, adding that she's not "particularly concerned with" ensuring that The Onion's content is getting in front of the "right" people."
The Onion faces unique monetization challenges because satirical, provocative headlines make many advertisers reluctant to appear adjacent to content. Entertainment, cannabis, and alcohol brands are more willing to partner, while many consumer packaged goods clients are avoided. The Onion generates revenue largely through brand partnerships and social campaigns and has launched an in-house agency to help brands create Onion-esque content. The publisher favors bold marketing and prioritizes broad awareness over strict audience targeting. The editorial-advertising line is often satirical, creating a need for creative, selective commercial strategies and two distinct workstreams for advertisers.
Read at AdExchanger
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