Pivot to Video Shrinking Audiences?

Are media companies who chase video ad dollars pivoting to declining pageviews? That's what Ross Benes at Digiday seems to think.

According to data from comScore, the publishers that pivoted to video this summer have seen at least a 60 percent drop in their traffic in August compared to the same period from a year ago. Mic went from 17.5 million visitors in August 2016 to 6.6 million visitors in August 2017, according to comScore. The decline at Vocativ was even more drastic as it went from 4 million visitors in August 2016 to a 175,000 visitors in July 2017. By August 2017, Vocativ’s traffic had shrunk enough that comScore couldn’t detect it. Over the past six months, the Alexa ranks of Vocativ, Fox Sports and Mic have also plummeted.

Maybe display ain't so bad afterall? Read more...