Publishers don’t have an easy ride; and with so much to navigate in a constantly changing digital environment, the challenges they face become greater and more pronounced. How can publishers win in a world where Facebook and mobile apps seem to rule the roost? ExchangeWire speak with Phil Barrett (pictured below), SVP & GM, Purch, about where publishers should place their focus to achieve success in the long term.
ExchangeWire: How should publishers approach their relationships with walled gardens, such as Facebook? Are they working for or against publishers?
With approximately 40% of mobile app time spent on Facebook, publishers must access that audience, but they need to do so cautiously and strategically. While Facebook is certainly an effective vehicle to help drive users to publishers’ sites, becoming too reliant on a third party for traffic can be risky – just look at what happened to Buzzfeed when Facebook changed their algorithm.
In quantifying ROI within these walled gardens, publishers must figure out how to make their business model and revenue lines fit into Facebook’s platform and then compare it against the right metrics. For example, at Purch, we separately analyse our mobile and desktop engagement results. We’ve found that comparing results from Facebook Instant Articles to Google AMP and mobile web, for instance, helps us make informed decisions on where to invest in each platform.
Publishers should recognise the value in the Facebook Network as it provides decent monetisation, generally speaking, but the real ROI will come from Audience Acquisition (ex: lead generation, email signups) and Direct (native and affiliate) within FIA. That’s where publishers will see the long-term value from walled gardens.