How Hearst Pivoted to Native & Programmatic Advertising
In the past three years, Hearst Magazines has dramatically transformed its online advertising strategy, says Heather Keltz, VP of ad operations and ad product. “Three years ago programmatic ads and native were a small percentage of our advertising revenue, and now they’re a majority of what we’re making for ad revenue overall.”
The shift to native advertising, or custom content as Hearst calls it, is an especially large one, says Keltz. It requires Hearst to take on the role of agency and manage custom campaigns for advertisers. In turn, Hearst staff must acquire new skill sets and master new technology. In particular, Keltz says the advertising team must provide greater data insight to advertisers about the campaigns they manage. She notes that integrating new data technology to provide greater insight is not the challenge, but rather getting staff to use these tools in the most efficient ways.
Keltz spoke with Publishing Executive at FUSE Media: The Convergence of Technology & Media in September. She shared how Hearst Magazines is adapting its advertising strategies in light of digital disruption and detailed the technologies Hearst is using to accomplish these goals. Watch the complete interview above.