Advertisements in print and TV get much more revenue than digital.
Advertisements in print and TV give much more revenue than digital.
|Print and TV||Digital|
|How is it sold?||Advertisements in print and TV are sold directly by the news company. Given that, 100% of the revenue belongs to them.||Online, most quantity of advertisements is sold indirectly by ad networks. Given that, the publisher loses out 30-40% of ad revenue to the ad network.|
|How is reach measured?||In print and TV, it is assumed that the entire circulation (MAU) is reading.||Online, one can precisely calculate the DAU, which for most news websites turns out to be only 3-8% of MAU.|
|Brand Premium||There’s is a prestige to advertise with big news brands.||It isn’t feasible for brands to select that they want to advertise with a specific publisher.|
|Bid up or down||Sometimes companies will bid up to block out competitors from advertising on specific print and TV channels.||Ad engines force publishers to bid down, i.e., whoever has the lowest price will get the ad.|
|Implication on content||Premium content is valued.||All content is measured against page view. Hence, a detailed investigation is measured against a cat video.|
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