SODP Dispatch - 9 June 2023

How publishers can sell videos online, best adblock recovery software + more news & tips for digital publishers

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State of Digital Publishing
June 09, 2023

Happy Friday!

Today, let’s discuss how publishers can discover opportunities in the age of AI.

Our managing editor, Andrew Kemp, discusses the subject in his weekly Editor’s Note column:

I’ve begun to dread covering generative AI these days. I’ve covered the subject a number of times here — with my most recent outing being back in mid-May — and each time I end up urging publishers to keep calm and carry on.

I can certainly appreciate the publishing sector’s concerns over such a new technology, especially given its dismal relationship with technological innovation to date. The advent of desktop publishing, the internet and social media have all been harbingers of some new potential doom.

The latest dire predictions have come from News Corp. CEO Robert Thomson, who warns that AI could “fatally undermine” journalism. None of the purported threats he highlighted at the News Media Association’s World Congress were particularly new.

Remember, we’re dealing with the technology sector where 12 months is a lifetime. Publishers don’t have the luxury to navel gaze and wonder why they were caught on the backfoot yet again.

That means we need to be moving away from chewing over problems — hoping that regulation is somehow going to save the sector — and start trying to find opportunities.

FROM STATE OF DIGITAL PUBLISHING

FEATURED

MONETIZATION | SPONSORED
HOW TO SELL VIDEOS ONLINE IN 7 STEPS

Few publishers can afford to make videos as a purely artistic endeavor. Creating the best video content requires time, passion and commitment and needs to show a return on that effort.

The global audience for online videos is projected to grow by 700 million between 2019 and 2023. Additionally, more than half of internet users aged 16-64 say one of the primary reasons they go online is to watch video content.

At the same time, however, some publishers may struggle to extract adequate value from their video content — or may not have even started creating content — because they don’t know how best to sell their content online.

With this in mind, we’ve created a guide for those wanting monetization strategies that go above and beyond uploading to social media platforms and hoping the algorithms share their content. We’re going to look at how publishers with a video catalog can expand their audience reach and how publishers without a single video to their name can get an immediate leg up in the space.

TOP TOOLS
7 BEST ADBLOCK RECOVERY SOFTWARE FOR PUBLISHERS IN 2023

The late 2010’s saw the emergence of the notorious internet arms race between digital publishers and ad blockers. As more and more users turned to ad blockers, publishers turned to adblock recovery software to recover lost ad revenue.

One of the greatest challenges publishers face in the digital publishing industry is monetizing content for adblock users. These users make up a sizable portion of digital audiences, with almost a third of the world’s internet users aged 16-64 estimated to be using an ad blocker in 2023.

A strategy publishers can implement is integrating adblock detection software into their website, though this is a complex undertaking. And even then, the best adblock recovery software has its pros and cons.

Given the importance of ad revenue for many publishers, we’ve compiled a list of the seven best adblock recovery software for publishers, shining a light on some of their benefits and drawbacks.

ADVERTISING
WHAT IS CPM FOR PUBLISHERS?

The CPM pricing model is a firm favorite among digital publishers, with good reason. The model is easy to use and requires relatively low levels of effort from web site owners to convert traffic into revenue.

The increasing number of internet users has made digital marketing vital to any business’ growth strategy. As of April 2023, there were 5.18 billion internet users worldwide — almost two thirds of the global population — with that figure growing at 4% per annum.

It is, therefore, hardly surprising that the global digital advertising market is projected to hit $786 billion by 2026.

Cost per mille (CPM) is one of the most popular models for pricing web ads, helping brands reach new audiences while requiring very little from publishers. Under CPM advertisers pay publishers, website owners or video monetization platforms for every 1,000 impressions a display ad receives.

Keep reading to understand what a CPM marketing campaign is, its different aspects and what advertisers expect from successful ad campaigns.

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BITE-SIZED INDUSTRY NEWS

AI
WordPress has a new AI tool that will write blog posts for you. Read more

SEARCH
Google has cut down the time it takes for the new Search Generative Experience, which was opened to some users a few weeks ago by half the time. Read more

AUDIENCE ENGAGEMENT
An ongoing Gmail issue is causing many email newsletters to land in spam folders. MailChimp confirms the problem but has no timeline for resolution. Read more

LOCAL PUBLISHERS
Google will start paying local publications in the US to give readers access to some of their paywalled content. Read more

APPS
Artifact news app now uses AI to rewrite headline of a clickbait article. Read more

SOCIAL MEDIA
Meta threatens to remove news from Instagram and Facebook over proposed California law. Read more

May