The article discusses findings from Digiday's research indicating that branded content has quickly ascended to become the second most significant revenue source for publishers, trailing only behind direct-sold advertisements. The data shows a notable rebound in revenue coming from branded content, with 94% of publishers now receiving at least a small portion of their income from it, a rise from 72% just one year prior. Furthermore, over a third of publisher professionals report substantial earnings from branded content, illustrating an empowering trend for this revenue strategy amidst evolving marketing priorities.
High-quality content is now publishers' most important strategy for growing ad revenue, with branded content rising to become their second-largest revenue source behind direct-sold ads.
This transition in revenue streams highlights publishers' strategic commitment to enhancing branded content, reflecting a substantial recovery from previous years.
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