In this byline, Yoav makes the point that publishers shouldn’t just be innovating their editorial content, but reimagining the entire user experience of their pages. Both the content and ads should work together as an entirely singular experience. Yoav also goes on to say that publishers sit at the intersection where consumers and brands interact, and play a key role in the flourishing of creative ideas through the delivery of an engaging advertising experience. Publishers decide who, what, when, where, why, how and how many ads are delivered to their audiences. Not advertisers.
Here’s an excerpt:
One of the simplest ways to find out what makes an audience experience unskippable is to conduct A/B testing and brand surveys. Publishers can test their way to maximum performance by tweaking every element, with the data, revenue and site visitors to prove it.
Unskippable publishers will be the ones that reimagine the user experience of their entire paid and unpaid content. Not every visitor is the same.
To read Yoav’s byline in its entirety, click here.