In today’s digital advertising landscape, publishers have a unique opportunity to leverage innovation from ad and martech partners to drive new revenue scale and diversification. Traditionally, publishers & media brands put a majority of emphasis on their content, user journey and consumption (captured through metrics like time spent, pageviews per visit, stickiness and other key metrics). Sales teams would sell based on those metrics to brands and capture premium CPMs and value based on the strength of their brand. Anything that wasn’t sold, was captured by remnant partners who would fill these slots dynamically based on the demand they could generate. Although remnant media was helpful to capturing some additional revenue, it did little to cement their brand(s) as premium and trusted outlets for audiences.
As media companies continue to fight for attention and time spent from audiences, it is important they create an advertising ecosystem that is equally as thoughtful as their content strategy. By tapping into strategic partnerships with innovative tech and product companies, publishers can leverage the expertise of these partners in driving engagement and interactivity – ultimately creating new inventory while building stickiness and a positive engagement story from their content and advertising.
The Missing Puzzle Piece – Unique Inventory
By leaning on the partners bringing innovative ad solutions to the market, publishers can unlock new revenue streams and achieve better fill rates, particularly in CTV and emerging channels. This approach helps to fast track ad innovation while reducing costs to build and time to market. These partnerships provide access to untapped demand sources and net-new advertising units, all while maintaining existing advertising relationships – giving their brand partners new, exciting ways to transact with them.
The Audio Revolution: A New Frontier
Consumable’s Visual Audio™ technology exemplifies how innovation can unlock new value. By filling traditional video ad placements with unique and inclusive audio demand, publishers can increase revenue and fill rates without requiring extra ad slots or coding. This creation of new inventory that doesn’t compete with existing ad dollars, de-risks ad innovation for the publishers and gives them a participation lane in audio advertising.
Visual Audio™ seamlessly integrates into existing video players, making it easier to monetize effectively in environments where traditional video demand might be limited. It’s a smarter approach than filling the void with remnant video.
Innovation Is the Only Way Forward
The future of digital publishing lies in embracing innovative solutions that prioritize user experience. By partnering with companies like Consumable, publishers can unlock added revenue potential and thrive in the ever-evolving digital advertising landscape. If you’re ready for unique inventory solutions, talk to our publisher team today.