New ad revenues opportunities include audio, influencer advertising, commerce

By Mark Challinor

INMA

London, United Kingdom

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Media sales teams today have a number of new opportunities to sell to advertisers in 2023 and beyond. Arguably the most significant ones to come “on stream” in recent times. Three new opportunities have dominated my thinking recently as being currently underutilised:

1. Commerce media

This fairly new type of advertising allows brands to reach consumers at the point of purchase. This is done by placing ads on e-commerce platforms, e.g. Amazon, and other Web sites where copycat processes and setups, which now give what I believe is a fresh approach to consumers who are already shopping.

Commerce is a growing way news publishers can bring in new revenue and engage readers.
Commerce is a growing way news publishers can bring in new revenue and engage readers.
 

Commerce media is a rapidly growing market, presenting a significant opportunity for media sales teams — be it owned or earned (owned or recommended by media but appearing as earned by our advertisers as content is created about them, like reviews, social posts, and now e-commerce by media). 

2. Influencer advertising

This type of marketing that involves working with social media influencers to promote advertiser products or services. Influencer advertising can be an effective way to reach a new or specific target of consumers as influencers come with a built-in audience of followers who trust their recommendations.

Ad sales teams can help advertisers partner with the right social media influencer for their brand.
Ad sales teams can help advertisers partner with the right social media influencer for their brand.

A messiah complex if you will? Media sales teams should be able to help advertisers identify and partner with the right influencers as part of their campaigns where it is deemed appropriate.

3. Audio/podcasting 

In my opinion, the most significant promising trend, currently, is audio. I’m thinking podcasting and the huge opportunity around this important arena for media and its sales teams.

Here’s why publishers should be grasping this space if they are not already: From an advertising perspective, podcasts are a great platform for advertisers and sponsors for a number of reasons. 

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About Mark Challinor

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