Brands are increasingly attempting to monetize the content they produce and publish directly, turning what was previously a marketing activity into a source of revenue in its own right.
For companies that have invested meaningful resources in publishing operations – and in many cases hired journalists and borrowed strategies from “traditional” media companies – monetizing their content more directly may seem a logical next step. For some, the desire to explore monetization is underpinned by a need to diversify revenue streams, while others are attracted by the opportunity to offset their costs.
This Snapshot report explores the variety of ways brands are experimenting with generating revenue directly from their content, with support from LiveIntent. These include: