Marketers are behind audiences in recognising and paying for quality content: Guardian
Marketers have not woken up to the value of advertising alongside quality content at a time when online audiences have become more willing to pay for it, delegates at Advertising Week Europe were told.
Speaking on a panel about the future of publishing, Guardian News and Media chief revenue officer Hamish Nicklin said: “Our audiences are prepared to pay for quality but advertisers are way behind in this. The amount of money that still gets spent in open marketplaces trying to buy audiences anywhere you like apart from in quality environments is incredible.”
He said the fact that 1m people have now signed up to the group’s voluntary contribution scheme proved audiences are ahead of marketers when it comes to valuing content.
Nicklin claimed research proves the value of advertising in a premium, brand-safe environment compared to elsewhere on the internet, even to a more highly targeted audience, but the industry remains blind to it.
