Media Briefing: Market check on which ad categories are spending on publisher campaigns
This week’s Media Briefing looks at which advertising categories are or are not buying campaigns from publishers this quarter.
- Travel is the top-spending advertising category so far this quarter, according to five publishers.Â
- Technology ad dollars, however, looks as though they won’t come back into the mix until Q2.Â
- The finance category is seeing mixed results at the moment. While 4 out of 5 publishers said this category is down, one media exec reported this category is up.Â
So far, the overall trend for publishers’ advertising revenue is down in the first quarter but not all advertising categories are to blame.
While several publishers have reported that their direct-sold ad businesses are pacing between single-digit percentages to 25% lower than forecasts and open programmatic market RPMs are down between 20-55% year over year, the auto, travel and finance are all strong advertising categories, according to five publishers who spoke with Digiday for this story.