Cross-Device Targeting

Digital Publishing Trends to Watch

JoeHyrkinHeadshot We’ve shifted into a golden age of digital publishing where the industry is changing every day.  The industry is thriving, and publishers are finding new ways to get their content delivered to different audiences. 

The print industry is certainly not dead, but it’s changing quickly, and publishers have recognized this and continue to embrace the shift into digital to follow readers.  Now that this change has already happened, we’re seeing significant trends to keep an eye on that are affecting advertisers and publishers alike.

Cross-screen technology

We already know that consumers are accessing more and more content on screens—and less in traditional print.  Today’s consumers are accessing multiple types of content from multiple screens, multiple times per day. Content is king, but convenience is queen.  Digital publishers need to be able to deliver strong content across screens in the most optimized way if they plan on keeping up with consumers, which they do.

Consumers also want to a consistent brand experience across their many screens.  Publishers have recognized this value and are developing unified advertising experiences for readers that function seamlessly across screens.

As consumers are introduced to new devices, we’ve only scratched the surface of how people already do and prefer to experience content.  Publishers need to adopt consumers’ preferences and deliver content in that way.

The collision of native advertising and social media

Native advertising can and must be reimagined. The collision of social media and digital and traditional advertising allows brands and marketers to integrate social sharing features within the digital publisher’s content.  The value of digital publishing is certainly one that advertisers have recognized.

While brands have taken to social sharing via featured or sponsored ads as a way to connect interested buyers with their advertisers, publishers are the driving force in the adoption of new native ad formats and reader engagement strategies.  The rise of new advertising technology platforms allows brands and marketers to reach consumers in real-time by delivering highly relevant and targeted ads and pushing them out on social channels where consumers spend a large sum of their time.

The resurgence of long-form content (and related discovery methods)

Digital publishing platforms have opened the doors for the rediscovery of long-form content.  The platforms give consumers new ways to experience relevant content they would have otherwise not had access to.

Some long-form content is still highly limited and inaccessible varying on platforms, and publishers are challenged to offer readers unique long-from content across screens. However, the newest technologies in digital publishing are becoming another tool in the toolbox in the resurgence of long-form content.

Publishers, marketers and advertisers have leveraged new technology to connect brands directly with their audience.  Content creators are continuing to develop creative ways to reach their targets, and these platforms enable them to connect with their readers.

As the digital publishing space continues to evolve, we will undoubtedly see more hurdles for advertisers and publishers that will become the next industry trends. Digital media, content marketing and advertising trends as well as consumer habits will drive the progression of digital publishing, and vice versa.  These trends are just the tipping point into where digital publishing is headed.

Joe Hyrkin is the CEO of Issuu, the world’s fastest growing digital publishing platform, delivering 5 billion page views across 16 million magazines, catalogs and newspapers to over 82 million visitors each month.

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