In this edition of the Digiday+ Research Briefing, we examine how meetings and dealmaking are top of mind for ad industry professionals as they head to Cannes, how LinkedIn’s Wire Program may yield new ad revenue for publishers, and how OpenAI continues to sign content licensing and tech development deals with publishers, as seen in recent data from Digiday+ Research.

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It’s that time of year again for members of the advertising industry to head to France for Riviera views and the Cannes Lions International Festival of Creativity. And, according to a recent Digiday+ Research survey of agency, brand, retailer, publisher and technology professionals, more industry members will be heading to the event this year, with meetings and dealmaking in mind.

Digiday’s survey found that, this year, 40% of ad industry members have plans to attend Cannes in the South of France this year. This is a significant jump from last year, when not even one-quarter of agency, brand, retailer, publisher and tech pros (22%) said they were planning on attending the event.

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That’s according to a first-quarter Digiday+ Research survey of brand, retailer and agency professionals.

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In this edition of the Digiday+ Research Briefing, we examine how publishers are continuing to invest in programmatic ads despite budget and data challenges, how the “Fortnite” ecosystem is having its YouTube moment, and how a new TikTok social impact program could help keep creators on the app even in light of its uncertain future, as seen in recent data from Digiday+ Research.

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Programmatic marketing has its fair share of issues (just ask those who attended the recent Digiday Programmatic Marketing Summit or read our latest coverage on made-for-advertising sites). But the fact is that marketers remain invested in the channel and publishers continue to depend on the revenue they get from programmatic advertising.

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In this edition of the Digiday+ Research Briefing, we examine how publisher-hosted events and influencer partnerships offer brands more key marketing opportunities, how The New Yorker refocused its newsletter strategy in the last year, and how digital media companies are exploring the fediverse, as seen in recent data from Digiday+ Research.

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Brands have used events as a way to generate consumer interest in their products for years. From temporary shop-in-a-shop concepts to large tentpole events, marketers now have a wide assortment of event-focused tools at their disposal. As new event strategies continue to emerge, Digiday+ Research looked at the current events landscape by conducting a survey of 174 marketing professionals and by collecting data on influencers’ social media posts about brand events.

Digiday found that publisher-hosted events are becoming a particularly useful marketing opportunity for brands since many publications plan to build their events businesses in 2024.  Events took a hit during the height of the pandemic when stay-at-home orders eliminated publishers’ ability to host large, in-person gatherings. However, in the first quarter of 2024, slightly more than half of publisher respondents (52%) told Digiday they would focus at least a little on growing their events business in the next six months.

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In this edition of the Digiday+ Research Briefing, we examine the challenges marketers are facing within the programmatic ad market, what publishers are saying about diversifying revenue streams and how YouTube refined its pitch ahead of last week’s upfront event, as seen in recent data from Digiday+ Research.

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After a volatile 2023 in which publishers’ revenues were less lucrative than expected and the media industry witnessed an ongoing cycle of layoffs, publishers are placing their bets on both traditional and alternative revenue streams in 2024. Digiday recently spoke with executives at Condé Nast, Forbes, The Atlantic, The Guardian and The Independent about their current revenue strategies. What follows are their thoughts on key revenue trends in the industry, including affiliate commerce, diversification of revenue streams and global business expansion.

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In this edition of the Digiday+ Research Briefing, we examine how advertisers are approaching spend in the upfront market, what metrics marketers use to gauge ad campaign success on streaming platforms, and how brands, retailers and agencies are investing in programmatic ads, as seen in recent data from Digiday+ Research.

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Programmatic marketers are settling in at the Digiday Programmatic Marketing Summit, taking place over the next three days in Palm Springs, California.

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Interested in sharing your perspectives on the media and marketing industries? Join the Digiday research panel.

It’s that time again: The yearly upfront event is taking place this week. As the TV and streaming landscapes continue a massive shift, it will be important to keep an eye on how marketers’ upfront spending shakes out.

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Impressions and engagement are standout metrics to gauge campaign success

Brands and agencies consider a range of metrics to measure the success of the campaigns they’re running on ad-supported streaming platforms — everything from engagement/watch time to impressions to click-through rates. 

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In this edition of the Digiday+ Research Briefing, we examine how influencers see more Instagram engagement with still images than Reels, how publishers aren’t yet worried about the impact of a potential TikTok ban on their revenues and what types of first-party data are most important to marketers for ad targeting on streaming platforms, as seen in recent data from Digiday+ Research.

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Advertisers lean on demographic and geographic first-party data for ad targeting

When advertising on ad-supported streaming platforms, marketers have to determine the types of audiences they want to reach and what types of audience data are most important to have to achieve their goals. 

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