AOL Platforms on Thursday announced the findings of its “2016 Publisher Outlook:
Monetizing in the Age of Mobile & Video” report. Among the results: More than 70% of publishers conduct their media sales using programmatic tools.
AOL Platforms is the unit within
Verizon/AOL that focuses on media sales and solutions across mobile, desktop, and TV.
“Per our data, programmatic-based transactions continue to grow. Across the 300 publishers polled,
the overwhelming majority cited a substantial shift toward programmatic marketing platforms," Matt Gillis, SVP, publisher platforms at AOL Platforms, told Real-Time Daily via email. Gillis said
that programmatic technology is helping publishers increase the value of their inventory through data intelligence and a focus on optimizing their sales process.
Among the other key
findings:
- Seventy-five percent of the publishers polled will increase mobile investment in the next year.
- Video is projected to be the No. 1 revenue driver for
publishers in 2016.
- Over 90% of those polled find off-site distribution(Facebook, Apple News, etc.)has had a positive impact.
- The biggest
mobile challenge for publishers is ad blockers (49%).
- Nearly half of all publishers polled use header biddingtechnology.
- Over 75% expect to expand
subscription options in the next 12 months.