If one thing is clear in the brand and publisher space for 2018, it’s that the media mix is shifting.
As new platforms continue to enter the advertising space, there’s more and more for brands, publishers, and ad sales teams to consider in knowing where advertisers want to be.
For brands, the shifting media mix leaves them with new and interesting ways to reach their audiences.
For publishers, the shifting mix means a few things. It means that brand spend could fluctuate between mediums. It also means that they may be faced with new and growing competition amongst sellers.
In the grand scheme of things, it means that there is more for publishers to take advantage of, more for them to use, yet more for them to compete against.
This creates a necessity for publishers to always stay on top of the latest ad buying trends and fluctuations. In 2018, to maximize their own returns, publishers need to know where advertisers are investing.
Mobile Disruption
Mobile has made quite a name for itself in recent years, and with it, has come new platforms, and new ways of engaging audiences.
Mobile devices now serve as one of the most effective ways for publishers and brands to serve advertisements to content consumers.
As a company capitalizing on that growing mobile market, Snapchat serves as one of the best examples of the current shifting media mix.
Snapchat, the mobile messaging and social media app, started serving ads in 2014, and has continuously grown ever since. Upon going public in March of 2017, however, Snapchat’s growth hit a bit of a slowdown, and concerns started to rise.
While it’s no secret that other social media companies such as Facebook also stuggled a bit with growth when initially going public, Snapchat’s somewhat niche market started to create worries surrounding their place in the market.
Their most recent update says otherwise.
Snapchat just released their Q4 report, and many of those rising concerns have been shelved.
