Ahead of the holiday season this year, publishers are expecting to make up ad revenue lost in 2020 due to the pandemic.
According to Digiday+ Research, nearly 41% of publishers expect their ad revenue to “increase somewhat” than ad revenue in 2020. Similarly, a little more than 25% of the respondents expect their holiday season ad revenue this year to “increase significantly”.
This year, publishers are keen to experiment with experiential activations for advertisers during the holiday season. While advertisers cut back categories like events and video last year, a third of publishers expect to offer experiential activation this year. The number is up by 12 percentage points than in 2020.
Last year’s ad activation favourites like branded content and email newsletter promotions are projected to remain advertising staples this year as well.
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