How to Thrive in a World Without Ads
Mike Mallazzo, Director of Marketing at Narrativ, recently wrote a post on Medium: "Life After Ads: The recent purchase of TIME should remind publishers of the power a strong brand can wield."
He discusses how some media companies are starting to question their total reliance on digital advertising. With Facebook and Google capturing the majority of revenue in the online advertising space, Mallazzo talks about how some companies are diversifying their revenue streams with models that depend on building loyalty and trust through subscriptions and commerce content in addition to just advertising. He writes:
"Media conglomerates have rediscovered the power of brand equity, offering the most plausible hope for sustainability since the proliferation of the internet."
At RebelMouse, however, we are still seeing digital advertising work. Our clients — such as Dance Magazine — are seeing huge success with digital advertising. But what if you were a media company in a world where traditional digital advertising didn't work at all? What would you do? How would you make money and continue to grow as a company?
The key is loyalty. You can't have a brand without loyalty.