紋理

2023年2月14日,

顯示廣告收入下降平坦,Blavity公司是多元化收入與新commerce-first垂直家裏&紋理的2月14日,2023•3分鍾閱讀| Kayleigh理發師清算,大多數媒體公司應對,Blavity公司已經開始的收入多元化的努力從一個顯示advertising-first商業模式包括更多讀者收入選項,如商業。幫助過渡,旋律布朗被聘為Blavity公司的新助理副總裁消費者媒體2022年9月從旅遊+休閑幫助建設這個收入來源,包括啟動一個新的內部品牌”家和紋理。“但進軍商業並不止於此。布朗說的最新一集Digiday播客公司的生活方式品牌21九十和旅行旅行黑色都還旋轉commerce-first商業模式帶來新的收入來源,但也給讀者更多的援助從他們已經閱讀的內容。“我們從第一顯示廣告,因為我們已經看到,這種形式的有效性確實下降了。讀者和觀眾們更關注他們想要的內容。這裏的重點是commerce-first,不顯示廣告,”布朗說。下麵是強調從對話中,輕輕縮編為清晰。成長為商業家&紋理的激情從我們的CEO,摩根DeBaun。她絕對是超前思維,知道顯示廣告廣告是減少,我們需要向該會員shoppable傾斜的內容。[我們]四個月,但是我們增長非常迅速,這也讓我興奮。 From our commerce team’s perspective, there are three editorial teams – for Home & Texture, we have an editor lead that we’re hiring for. We also have content writers and contributors who are going to be creating this content for us. Same is true for 21Ninety as well as Travel Noir. So there’ll be three editorial teams for each of our three commerce-first brands. We do have a social team that’s going to be dedicated to commerce, as well as a creative lead. We’re also working with external agencies to help pony up this content and get more eyes on it. Because at the end of the day, we want to make sure we are where our audience is. Social media is a critical growth tool I like to say if content is king, then video is the crown. So when talking about things like DIY, [a] franchise that really covers transforming old unattractive pieces into fabulous accents, we want those types of content pieces to be social first. But there will be a complimentary article to go with that, including items to buy, as well as items to buy on our social channels. So from a content perspective, yes, we’re doing articles. But yes, video. When we’re talking about photos, Pinterest is going to be huge for the Home & Texture audience. So we’re definitely exploring all different deliverables when it comes to content creation. But video definitely is king for us. Strategizing for social commerce We’re three weeks [in] and we’re still looking to grow our audience, but one of the things that we’ve discovered with some of the social content we’ve been posting [is], we’ve been getting comments from our audience about things they want to buy. Then in return, we’ve been creating content articles on HomeandTexture.com to showcase some of those items. So it’s definitely been two-fold where yes, there’s brand building on the social channels, but also we’re listening to our audience. [Blavity] leans into what the audience is doing, which is one of the reasons why we’re transitioning [our lifestyle brand] 21Ninety and [our travel brand] Travel Noir to be commerce-first brands. We have a strong stake hold in those areas of lifestyle of health and beauty and travel. We feel like our audience is already with us with this content. Now let’s serve up the things that they want to purchase or buy, whether it’s trips, whether it’s hair, whether it’s makeup, [whether it’s] anything around your home. https://digiday.com/?p=489058 Sponsored Produced in partnership with Marketecture The following article highlights an interview between Mark Douglas, MNTN’s CEO, and Ari Paparo, founder and CEO of Marketecture. Register for free to watch more of the discussion and learn how TV has become a performance marketing channel and how technology has enabled the space to become more accessible. TV […]