Demand for audio inventory, however, has slowed, according to three executives. 

“There was a moment when was in every RFP, but we’re not seeing that as much anymore,” said one CRO.

Advertisers want custom content with turnkey timelines

Publishers’ custom content is enticing to marketers, but brands increasingly want lookalike products with shorter production timelines.

One publisher has reduced its production time for custom content by 20% to 30% this year to meet these preferences, while others have introduced new hybrid products.

Insider, for example, has promoted an in-house video solution that offers the customization of a studio product with the turnaround of a content sponsorship, according to chief revenue officer Maggie Milnamow. Rather than two months, the videos take just one week.

Likewise, The Financial Times has increased digital display revenues 12% year over year in part by offering clients “content-like experiences” that avoid the sign-off bureaucracy of sponsored executions, said Brendan Spain, vp of advertising. 

The Guardian U.S. has trumpeted a similar offering, called in-development sponsorships, which use an editorial liaison to share forthcoming story ideas with relevant brands, according to Romero.

Closing takes longer, execution has sped up and deals are shorter-term

Publishers universally echoed the sentiment that marketers’ precautions have extended the planning cycle while shortening the execution timeline.

Across the Hearst portfolio, advertisers continue to buy more last-minute and shorter campaigns, said global chief revenue officer Lisa Ryan Howard. Axios’ chief business officer Fabricio Drumond shared the sentiment, saying the publisher has seen an increase in short-term commitments.

At BDG, sales cycles have shrunk to between 35 and 40 days, compared with 60 days 12 months ago, said Wagenheim.

These challenges stem from an increased pressure on marketers to showcase their return on ad spend, and the heightened scrutiny means more personnel are involved in approvals. In some instances, CEOs themselves are signing off on investments, according to one executive.

“The presale cycle is long, but the time between commitment and execution is short,” said Lindsey Abramo, the chief executive of World of Good Brands. “So agility [is crucial] in getting up and running quickly to keep dollars in-quarter.”