Less BS, More Facts, Some Opinions
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Publishers’ relationships with the growing number of social media platforms have been somewhat fraught over the years — just look at publishers’ referral traffic from X (or lack thereof) or their uncertain navigation of Meta’s Threads. But publishers still have to work with these platforms, at least to some extent.
Digiday+ Research surveyed around 200 publisher professionals in 2021, 2022 and 2023 to find out how they are using different social media platforms and how that usage has changed over the last two years. In this first deep dive into the topic, we look at how publishers are using Facebook.
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Several publisher CROs are optimistic that ad revenue is coming back in a positive way in the back half of 2023 and Reuters CRO Eric Danetz is no exception.
Beyond rebounds in ad categories like finance, as well as growing strength in auto and travel, 2024 presidential election campaigns are starting to kick off and as a result, political advertising revenue is flooding back into the digital media ad market. Wanting to take advantage of that revenue influx but also needing to maintain an unbiased position as a news organization, Danetz said his team has to carefully consider where and how campaign ads are placed.
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It’s no secret that brands want to be where consumers — and their wallets — are spending time. In July, Threads seemed to be that place, surging to over 100 million sign-ups in the first week, becoming the fastest-adopted platform, and perhaps, finally, an alternative to Twitter (now known as X.) But now, two months in, Threads has lost half of its user base, calling into question if the app has staying power or will join the digital wasteland alongside Clubhouse, Vine and BeReal.
“(Social media is) very fragmented now and you have to be really clear who your audience is, who you’re trying to talk to and where the best places to engage with them,” said Jayne O’Brien, head of marketing, product and loyalty at JetBlue. “We will test new things. But if we don’t see that it has the impact, we will shift our focus back to where we believe does have the most impact.”
It’s a test and learn approach, and marketers aren’t necessarily dedicating resources specifically to Threads. For example, at Athleta, engagement on the Meta-owned platform has dropped off and the team might back off on investing in the channel “rather than distract ourselves,” Julia Leach, Athleta’s recently appointed chief creative officer, told Digiday.
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Coca-Cola continues to be a first mover when it comes to AI in marketing and advertising.
Earlier this summer, the beverage behemoth appointed Pratik Thakar as the company’s senior director of generative AI under the company’s marketing transformation office, reporting to Frank Salmon, vp of marketing transformation. Thakar, previously a creative brand lead for Coke, had already been working on creative efforts to bring AI into the company’s marketing.
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Gannett, Insider and The Washington Post have released their annual (or, in Gannett’s case, biannual) reports on the diversity of their workforces, revealing very little — if any — change in overall employee diversity year over year.
Within their newsrooms, both Insider and The Washington Post did improve the diversity of their editorial staffs, though white employees still made up 62% and 63% of those newsrooms, respectively, in the first half of 2023.
Those companies join Condé Nast, Hearst, The New York Times, Vice Media Group and Vox Media, which released their workforce diversity reports earlier this year. See a running tracker of these reports here.
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