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Niche publishers guide for digital advertising launched

IAB Australia has created a guide to digital advertising for new and niche publishers looking to monetise their content through digital advertising.  

The New & Niche Publishers Guide to Digital Advertising guide has been specifically developed to support small and medium Australian publishers who are interested in exploring digital advertising revenue streams. 

IAB says that the measures have been developed for the 3,000+ ‘long tail’ publishers Australia-wide who have audience sizes of less than 500,000 people visiting their websites per month. 

Nielsen’s Digital Media Panel measures the audiences of about 3,800 global and local media owners with Australian audience sizes varying from the very large (nearly 20 million people a month) to the small (about 10,000 people a month). 

Nearly nine in 10 of these media properties have an audience size of less than 500,000 people visiting per month and three-quarters have an audience size of less than 250,000 people per month. 

“These small and medium digital publishers play a vital role in providing specific content and community connection to consumers that may not be otherwise provided by larger media brands. They also present a huge opportunity to advertisers.” 

IAB Australia

Gai Le Roy, CEO of IAB Australia commented: “One of our key objectives is to help support a sustainable and diverse digital media and advertising market. We are delighted to share these new resources specifically developed for smaller publishers who are evolving digital ad offerings and exploring different revenue models.

“The passion and commitment of these smaller publishers to finding sustainable ways of serving and informing our communities will bring a rich and important chorus of voices across their channels.

“Although there has always been a rich fabric of small and mid-sized publishers, we are excited to see a range of new titles servicing regional areas as well as other site, apps and podcasts servicing particular niche audiences,” she said. 

IAB Australia is the peak trade association for online advertising in Australia.

The IAB has also announced a new membership rate to make IAB research, resources, briefings and mentorship programs more cost-effective for smaller publishers. 

The New & Niche Publishers Guide to Digital Advertising guide can be downloaded here

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