Sponsorship growth boosts revenue for B2B publishers
B2B publishers’ revenue is up 2.3% from the same quarter last year, according to the latest AOP and Deloitte study.
The increase in quarterly revenue was principally driven by strong growth in sponsorship and subscriptions at 47% and 28% respectively.
Display remains the largest revenue category across all B2B publishing platforms at 37% of total revenue, while sponsorship and subscriptions account for 21% and 15% respectively.
Richard Reeves, MD of AOP, commented: “It’s interesting to see sponsorship doing so well at a time when increased focus and revenue is being allocated to programmatic trading.
“While programmatic offers a valuable strategy, the increase in sponsorship revenue demonstrates that context and content-related marketing continues to be imperative to both publishers and their advertisers.”