Digital advertisers are becoming more and more critical in their audience targets as well as their ad location. Concerns around brand safety have clearly altered digital spend patterns, as has a shift in targeting strategy. Rather than trying to reach as many eyeballs as possible, brands are now looking for impact eyeballs. For instance, if a brand sells sports equipment, ESPN or Sports Illustrated newsletter subscribers would have a much higher buying probably than those of the Smithsonian, not that the two are mutually exclusive.
In an increasingly mobile world, newsletter consumption is on the rise explains MediaRadar CEO Todd Krizelman, “Despite crowded inboxes and the rise of push messaging and social media, email advertising is still one of the best ways to reach a targeted opt-in audience. Consumers leverage email newsletters to receive a quick snapshot of the subject matter. An example of this would be Quartz’s daily brief, as seen below. The metrics for email marketing are also well-known and trusted. In today’s world where online ad fraud is large, email continues to enjoy the confidence of marketers.”
Recognizing these crucial differentiators, both brands and publisher are focusing on making email advertising higher impact, with full sponsorships, native and video integration. The result has been a 28% increase in the number of advertisers running in email year over year according to MediaRadar data, as seen below. Instead of trying to reinvent the wheel, why not invest in an existing, but underutilized format, email advertising.
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