Unleashing the Power of Publishers: Why Advertisers Should Embrace the Commerce Revolution

This article will discuss three recent examples of publishers entering the commerce space and explain why advertisers should take notice. 


Publishers in the Commerce Space


Firstly, BuzzFeed, a prominent digital media company, has launched an online storefront for its wellness brand, Goodful. In collaboration with independent brand aggregator Verishop, BuzzFeed aims to leverage its Creator Collective, a group of wellness creators, to promote Goodful’s content and curated products across various social media platforms such as TikTok, Instagram, Facebook, and YouTube. 

This move signifies BuzzFeed’s commitment to evolving its commerce model beyond its affiliate-based structure. In 2022, BuzzFeed generated $68.1 million from commerce and other revenues, accounting for about 16% of its total revenues. By delving into direct commerce, BuzzFeed aims to tap into its vast audience and drive further growth.


Secondly, Time, a renowned publishing brand, has introduced Time Stamped, an e-commerce and content platform powered by Taboola Turnkey Commerce. Time Stamped provides product recommendations, reviews, and other related content. 

Initially focused on personal finance topics like credit cards, banking, loans, insurance, and investing, Time plans to expand into additional e-commerce categories like home, consumer tech, travel, and fashion. With a global audience of 105 million people and a strong social media presence, including 51 million followers across its accounts, Time is well-positioned to attract advertisers seeking to leverage its substantial reach and engage with a financially affluent audience.


Lastly, TikTok, the popular short-form video platform, has introduced Pulse Premiere as an extension of its creator monetization program, Pulse. Pulse Premiere enables publishers, including Condé Nast, NBCUniversal, and Vox Media, to sell ads alongside their content and receive 50% of the revenues. This initiative is part of TikTok’s strategy to entice publishers amid concerns of a potential US ban and offer a brand-safe environment. 

By providing advertisers with control and predictability in placing ads directly after premium publisher content on the For You feed, TikTok aims to increase its appeal as an advertising platform. With TikTok’s ad revenues projected to reach $6.19 billion this year, publishers can benefit from this growth and mitigate their challenges, such as layoffs and bankruptcies.


What Are the Benefits?

The entry of publishers like BuzzFeed, Time, and TikTok into the commerce space is a significant development for advertisers. Here’s why advertisers should pay attention:

Access to Massive Audiences

Publishers have established themselves as content powerhouses with a vast and engaged audience. By collaborating with these publishers, advertisers can tap into their extensive reach and expose their products or services to a large customer base. It offers advertisers the potential for increased brand visibility and customer acquisition.

Brand-Safe Environment

Publishers have recognized the importance of providing a brand-safe environment for advertisers. By incorporating commerce into their platforms, publishers can ensure that their content aligns with the advertisers’ brand values and maintains the desired level of quality. It reduces the risk of associating brands with inappropriate or controversial content, ultimately protecting their reputation and brand image.

Revenue Diversification

Advertisers should embrace the commercial initiatives of publishers as it allows for revenue diversification. Advertisers can explore new revenue-generating avenues instead of solely relying on traditional advertising models. By leveraging publishers’ e-commerce capabilities, advertisers can directly sell their products or services to consumers, expanding their revenue streams and increasing profitability.

Enhanced Targeting and Engagement

Publishers possess valuable data and insights about their audiences, enabling advertisers to leverage this information for targeted advertising campaigns. With a deeper understanding of their audience’s preferences and behaviors, advertisers can create more personalized and engaging experiences. By aligning their products with the interests of the publisher’s audience, advertisers can optimize their marketing efforts and drive higher conversion rates.

Influencer Collaboration 

Many publishers have established networks of influencers and content creators who contribute to their platforms. By combining commerce with influencer marketing, advertisers can collaborate with these influential individuals to promote their products or services directly to the publisher’s audience. This partnership can effectively drive brand awareness, credibility, and sales.

Data-Driven Insights

Publishers have access to valuable data and analytics that can provide advertisers with actionable insights. Advertisers can better understand their target audience and refine their marketing strategies by analyzing user behavior, engagement metrics, and purchase patterns. Publishers can offer detailed analytics reports to advertisers, enabling them to make informed decisions and optimize their campaigns for better results.

Seamless User Experience

Integrating commerce into publisher platforms provides a seamless user experience. Instead of redirecting users to external retail websites or affiliate links, advertisers can offer a streamlined purchasing process on the publisher’s platform. It reduces friction and enhances user convenience, resulting in a higher likelihood of conversions. Advertisers can capitalize on users’ trust and familiarity with the publisher’s brand, making the purchasing journey more efficient and enjoyable.

Cross-Promotion Opportunities

Publishers often have multiple brands or content verticals under their umbrella. By entering the commerce space, publishers can cross-promote their various brands or products to their audience. It presents an opportunity for advertisers to leverage the publisher’s platform to promote complementary or related products, increasing their exposure and reaching a wider customer base.

While the initiatives of publishers like BuzzFeed, Time, and TikTok present exciting opportunities for advertisers, it’s important to remember the need for diversification. Publishers should continue to explore other revenue streams beyond these platforms to mitigate risks associated with potential bans or unforeseen market changes.


Wrapping Up

The foray of publishers like BuzzFeed, Time, and TikTok into commerce signifies a significant shift in the advertising landscape. Advertisers should take notice of these developments and capitalize on the unique opportunities they present. 

Access to massive audiences, brand safety, revenue diversification, enhanced targeting, influencer collaboration, data-driven insights, seamless user experience, and cross-promotion are some of the key benefits advertisers can reap from these publisher-commerce initiatives. By adapting their strategies and exploring partnerships with publishers, advertisers can leverage the power of content, engagement, and direct commerce to drive their brands forward in the ever-evolving digital landscape.

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