Master in Digital Marketing Management – UPF-BSM Acquire specialized knowledge to manage the digital marketing of your organization. Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. UAE Email List You just have to take a virtual tour of the main digital media to see what has happened in recent years. If not so long ago only a few media with a very clear identity and a very defined community of users (willing to pay, in conclusion) had paywall systems, now practically all major media have applied it. The subscription systems to access the news are our daily bread and an omnipresent element.

The digital media, even so, have come a little behind the scenes: it has been the service websites, especially the streaming ones, that have begun to establish the habit of paying to access them. Netflix or HBO have been the ones that have accustomed consumers to paying to use them. Both have been creating an environment in which paying seems inevitable. If you think about how many online services were paid for years ago and how many are paid now, the difference will be seen. Possibly a few years ago you paid a pair or none. Now, the list will be very long and the accumulation of payments has begun to saturate. In fact, talk of subscription fatigue has started already, making things much more complicated for newcomers to the world of subscriptions. Despite this last point, subscriptions are living in a golden age. Almost everything that can be charged is already being charged and every day more and more formats seem to be appearing that are supported by payment.

Streaming platforms are multiplying like mushrooms and there are already them for all tastes and all market niches. They are not the only ones competing for consumer payments. So do digital media, specialized newsletters, sports content services or podcasts, among many others. Everything is paid for and practically everyone does it at one level or another. But does this necessarily imply that advertising has entered a crisis and that brands are advertising less and less? Not really. The golden age of subscriptions runs parallel to an emerging golden age of advertising. Two simultaneous golden ages The statement is paradoxical but, as evidenced by data from an analysis published by The New York Times , it is true. The subscription boom has not made things easier for advertisers, quite the opposite. Many of these services, which also accumulate large audiences, do so in an environment free from conventional advertisements. You just have to think about the case of Netflix.

The platform has made it clear on more than one occasion that it will not include advertising, since its model does not work on that basis. The experience your users want is ad-free. That does not mean that analysts do not talk about the possibility and that advertisers do not dream of being able to reach those large masses of viewers. Even so, despite these closed environments for ads, advertising is growing strongly. Advertisers are resuming their advertising investment after the stoppage and fall that occurred in the year of the coronavirus: as they point out in the Times , one of the elements that will return and grow in the reissue of the Locos Twenties that is coming is the advertising.

A growing industry As they explain from the industry, advertising is red hot and, as spending returns, so are ads, at least to the internet. Consumers are leaving the limited space in which the months of the pandemic had left them and brands are doing so with them, resuming advertising. The Times data is from US online media, but since that market usually serves as a trend guide, it shows what could happen next in Europe. America’s digital media giants are already growing in double-digit percentages (the range is 25-30%). The Internet will be the big winner in the advertising revival. Digital advertising was the only one that did not close with a loss in 2020 and will be the one to grow overwhelmingly in 2021. Of course, all these data should not be read with optimism without criticism. The boom in online advertising and spending on it have points to take into account. The growth of the market is not exactly balanced, since it benefits above all two players, Google and Facebook. Even if you open the fan, things don’t get more diverse.

Only Amazon would be able to enter that new list. The industry is not without potential problems, either. The death of cookies and Apple’s privacy maneuvers could limit market growth. And likewise, the great potential future growths are not seen so much in the traditional media industry as in new advertising players, such as connected television. Despite all the nuances that these data add, the figures and the general trend are interesting. They show that, as much as subscription models grow and as much as consumers hate ads, they are not destined to disappear. Advertising continues.

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