Media Briefing: Some publishers are changing event timelines to appeal to advertisers
This week’s Media Briefing takes a look at how some publishers are tweaking their events calendar to hopefully maximize advertising revenue in an economic downturn.
The key hits:Â
- Some publishers are refraining from holding tentpole events until later in the year with the hopes that advertisers will be able to spend more in the second half of 2023.Â
- Forbes is learning that advertisers want to buy and execute experiential campaigns on a timeline and media buyers agree that spending their clients’ budgets six months in advance on a campaign is too risky an ask right now.
- Bloomberg is willing to take an advertising hit to keep its events calendar intact.
Live events just recently returned as a revenue stream for publishers after the pandemic wiped out any chance for convening people together in-person. But now in the midst of an economic downturn, which has strangled advertising budgets, experiential ad revenue is once again at risk as advertisers get cold feet about pledging high-dollar budgets months in advance of the events actually taking place.Â