[Video Q&A] AC Business Media Pivots from Display Ads to Lead Gen & Events
The publishing revenue model is constantly evolving as new technologies upend the market and new opportunities for monetization emerge. One day, a media organization is doubling down on programmatic ads, and the next, it is pivoting to video. Publishers need to prepare for and expect change, said AC Business Media digital sales director Monique Terrazas. “We’ve seen some of our businesses like traditional banner ads move to lead gen in almost a matter of a night,” said Terrazas. “. . . Publishers need to be aware that models are changing constantly.”
In order to cope with rapid change, publishers must overhaul their organizational and cultural practices, said Terrazas. That means getting buy-in from multiple stakeholders when adopting new technology solutions and allowing teams greater flexibility to test new business models and tools.
Publishing Executive spoke with Terrazas about how AC Business Media manages cultural changes and diversifies its revenue streams at the FUSE Media Summit in September. Watch the full video interview above.