4 positive impacts derived from the (necessary) publishers-marketers combo
Posted: Tue Jan 07, 2025 8:28 am
Over the last few years, marketers and publishers have raised their voices demanding solutions, debate and new guidelines not only in the face of a new industry but also in the face of the challenges it brings with it and, above all, the problems.
However, the work of each has gone in parallel. Each has tried to survive in a changing and highly competitive environment, and many have succeeded.
Of course, to be able to move forward, adapt and succeed in a transformed sector like the current one, the only solution is collaboration .
Only then, when marketers and publishers are able to join forces and capabilities and work as true partners, will they begin to see the results that both are hoping for and that neither is able to achieve right now.
Therefore, to bring about a change in the business, a commitment is needed from marketers who are willing to reward those publishers who are able to work to offer them long-term value.
But also by publishers who invest in platforms where transparency is the albania phone number norm and benefits for their permanent customers.
These changes have a significant impact on four important areas , as Mike Romoff, head of global agency and channel sales at LinkedIn, explains in an article in The Drum:
1. Make better business decisions
By focusing on optimizing business results and not on trivial metrics, publishers can offer their clients a complete overview of the activities and segments that deliver the best results.
Not only does this impact short-term performance, but it also provides insights that can be used to reach consumers in the long term.
2. Reduce risk in media investment
Publishers will be more willing to take risks if they have the assurance that they will attract the right audience that they understand and through which they will be able to help their clients achieve their goals.
Look for partners who share the risk of media investment, offer transparency in campaign performance and charge accordingly.
Thus, when what is paid for are leads and not impressions, not only are fraudulent clicks not being avoided, but at the same time brand safety problems are eliminated because publishers have incentives to seek quality audiences on websites with verified content.
3. Optimize marketing work
If publishers are able to optimize marketers' objectives, it will allow them to focus their efforts on other parts of the funnel and activities that provide greater value to them.
4. Increase publisher revenue
When publishers are incentivized to create value for their customers, it is not only beneficial for marketers but also for their own media. They will be able to increase the quality of their content and therefore, the value they offer.
It's a win-win for everyone involved: publishers earn more money, advertisers pay to get business results, and audiences get better content and messaging from relevant brands.
Therefore, as marketers are increasingly required to deliver better results and returns, publishers must also take responsibility.
However, the work of each has gone in parallel. Each has tried to survive in a changing and highly competitive environment, and many have succeeded.
Of course, to be able to move forward, adapt and succeed in a transformed sector like the current one, the only solution is collaboration .
Only then, when marketers and publishers are able to join forces and capabilities and work as true partners, will they begin to see the results that both are hoping for and that neither is able to achieve right now.
Therefore, to bring about a change in the business, a commitment is needed from marketers who are willing to reward those publishers who are able to work to offer them long-term value.
But also by publishers who invest in platforms where transparency is the albania phone number norm and benefits for their permanent customers.
These changes have a significant impact on four important areas , as Mike Romoff, head of global agency and channel sales at LinkedIn, explains in an article in The Drum:
1. Make better business decisions
By focusing on optimizing business results and not on trivial metrics, publishers can offer their clients a complete overview of the activities and segments that deliver the best results.
Not only does this impact short-term performance, but it also provides insights that can be used to reach consumers in the long term.
2. Reduce risk in media investment
Publishers will be more willing to take risks if they have the assurance that they will attract the right audience that they understand and through which they will be able to help their clients achieve their goals.
Look for partners who share the risk of media investment, offer transparency in campaign performance and charge accordingly.
Thus, when what is paid for are leads and not impressions, not only are fraudulent clicks not being avoided, but at the same time brand safety problems are eliminated because publishers have incentives to seek quality audiences on websites with verified content.
3. Optimize marketing work
If publishers are able to optimize marketers' objectives, it will allow them to focus their efforts on other parts of the funnel and activities that provide greater value to them.
4. Increase publisher revenue
When publishers are incentivized to create value for their customers, it is not only beneficial for marketers but also for their own media. They will be able to increase the quality of their content and therefore, the value they offer.
It's a win-win for everyone involved: publishers earn more money, advertisers pay to get business results, and audiences get better content and messaging from relevant brands.
Therefore, as marketers are increasingly required to deliver better results and returns, publishers must also take responsibility.