Tackling Publisher Revenue Woes: The Monetization Challenges of 2023
ThePubverse Team | May 8, 2023
Publishers in the MENA region face numerous challenges when it comes to monetizing their content in 2023. These challenges range from ad-blocking to the rise of social media platforms, and the increasing competition from ecommerce giants. However, there are several innovative solutions that brands are using to tackle these challenges and generate revenue while providing value to their customers. In this article, we will explore some of the monetization challenges faced by publishers in MENA and highlight real-world use cases of innovative solutions used by brands to tackle these challenges.
Ad-blocking is one of the most significant challenges faced by publishers in the MENA region. According to a study conducted by GlobalWebIndex, over 25% of internet users in the Middle East and North Africa use ad-blockers. To tackle this challenge, publishers need to find alternative ways to monetize their content. One solution that brands are using is to incorporate native advertising into their content. For example, Dubai-based publisher Gulf News partnered with Huawei to create a native advertising campaign that blended in seamlessly with their content, resulting in higher engagement rates and increased revenue. Another example is Egyptian publisher Al-Masry Al-Youm, which incorporated sponsored content into its platform to generate additional revenue while providing value to its readers.
Diversification of Revenue Streams
To reduce their reliance on advertising revenue, publishers in MENA are diversifying their revenue streams. One example of this is The National, a leading newspaper in the UAE, which launched a premium subscription service in 2022. This service offers readers exclusive content and access to events and experiences, generating additional revenue while providing value to their readers. Another example is Saudi publisher Okaz, which launched an ecommerce platform called Souk Okaz, selling products related to their content.
Social Media Platforms
Social media platforms like Facebook, Twitter, and Instagram have become important channels for advertisers to reach their audience, posing a challenge for publishers in MENA. One solution that brands are using is to create branded content that’s specifically designed for social media platforms. For example, Jordanian publisher Roya News created a social media campaign for Philips that incorporated interactive elements, resulting in higher engagement rates and increased revenue. Another example is Egyptian publisher Youm7, which created a social media campaign for the automotive company Chevrolet, resulting in increased brand awareness and sales.
With the rise of ecommerce giants like Amazon and Alibaba, publishers in MENA face stiff competition in the ecommerce space. One solution that brands are using is to integrate ecommerce into their content. For example, Kuwaiti publisher Al Jarida launched an ecommerce platform called Al Jarida Store, selling products related to their content, such as books and magazines. Another example is UAE publisher Gulf News, which partnered with the luxury online retailer Ounass to offer readers exclusive discounts and offers.
Also read: Optimize Viewability & Long-Term Ad Revenue In 2023
In conclusion, publishers in MENA face a range of monetization challenges in 2023. However, by incorporating native advertising and sponsored content, launching subscription and ecommerce platforms, leveraging social media platforms, and integrating ecommerce into their content, publishers can tackle these challenges and generate additional revenue while providing value to their readers. By staying up to date with the latest trends and technologies in the industry, publishers can maintain a competitive edge and continue to monetize their content effectively.