But, they might have to face competition from companies like Google and Facebook for performance marketing budgets.
With businesses shifting their focus from brand-building efforts to getting direct sales, publishers are also adapting to the changing market by serving direct response ads. While the economic downturn has led many brands to cut down on advertising budgets, the impact on direct-response budgets has been less pronounced.
Publishers are getting more involved in the buying process to help businesses earn direct revenues. Some publishing companies are now building more performance-driving ad products to help brands get more clicks and push direct sales.
The Washington Post, for instance, has launched self-serve ad products targeted at the direct response and direct-to-consumer (DTC) advertisers. The American daily is also conducting classes to help DTC brands to make their marketing more efficient.
[3 minute read]