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Reports

The "New Abnormal" of Media Advertising

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“The ‘New Abnormal’ of Media Advertising” mashes together long-term trends in advertising and the peculiar circumstances surrounding today’s pandemic-fed lockdowns to project forward on what the next 18 months looks like for news media companies. Notably, the new report identifies advertising opportunities in the downturn.

Punctuated by best-practice case studies, the report looks at recovery models and advertising forecasts, a platform-by-platform examination into what is expected to happen in advertising, and the challenges and opportunities that lie ahead for news publishers in 2020-2021.

Who should read the report?

CEOs, senior advertising and commercial executives, CFOs, strategists

Author

Shelley Seale is an INMA reporter and editor based in Austin, Texas, USA. She has worked as a journalist, editor, and author for more than 20 years, with a specialty in media and publishing.

Detailed overview

“The ‘New Abnormal’ of Media Advertising” mashes together long-term trends in advertising and the peculiar circumstances surrounding today’s pandemic-fed lockdowns to project forward on what the next 18 months looks like for news media companies. Notably, the new report identifies advertising opportunities in the downturn.

Punctuated by best-practice case studies, the report looks at recovery models and advertising forecasts, a platform-by-platform examination into what is expected to happen in advertising, and the challenges and opportunities that lie ahead for news publishers in 2020-2021.

Other subjects in the report include:

  • Working with smaller businesses and partnerships during the downturn.
  • Navigating the digital advertising landscape.
  • Compensations, quotas, focuses, and skills needed for salespeople.
  • Winners and losers in advertising categories.
  • Where advertising is headed with video, podcasts, television, mobile, and social media.
  • The role of trust and brand safety in advertising.
  • The impact of the pandemic on consumer and advertiser mindsets.

Case studies come from Gannett, The Irish Times, Infoglobo, South China Morning Post, and Los Andes. Featured forecasters include Boston Consulting Group (BCG), Deloitte, and eMarketer.

“The ‘New Abnormal of Media Advertising” concludes that the road map to overcoming shrinkage in advertising footprint is to super-size and prove value in the downturn, be agile in advertising creativity, diversity advertising and sponsorship streams, and build real relationships with advertisers in a way publishers have not done in the past.

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