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TopList: 6 Emerging Media Opportunities and Challenges for Partnership Marketers

Apr 3, 2024 by Michael McNerney, Publisher, Martech Record

Affiliate has always been highly innovative – often, the first movers attempting to monetize any new media are affiliates - entrepreneurs constantly looking for new and better ways to engage with more consumers. In 2024, brands and their publisher partners continue experimenting and responding to changes in digital media and monetization.

In the past, our content toplists have emphasized new media opportunities only. For this list, we’re mixing in some megatrends that may have both positive and negative effects on your programs.

The partner and affiliate media world is constantly growing and evolving, presenting both new opportunities and threats for our programs.

With that in mind, here are six fascinating trends and companies reshaping the performance media landscape.

1. Performance Streaming

Anyone with content subscriptions has seen a big change in the streaming world over the past 24 months. A few years ago, content companies thought streaming would be a goldmine as consumers freely signed up for multiple services, including Netflix, Prime Video, Paramount+, Apple TV+, and Peacock. It certainly didn’t hurt that we were all locked down in our houses, desperate for something new to watch.

The challenges came when consumers started dropping accounts as easily as they first opened them, subscribing to services for a few months, and switching to other providers after picking the first clean of programming that interested them. Whether because the novelty wore off, lockdowns lifted, or inflation made people more money-conscious, streaming no longer seemed destined to be the money machine Hollywood hoped it would be.

To fill the revenue slack, many streaming companies have responded with tiers of service that combine more modest subscription fees with limited ad schedules. Other services, like Amazon’s Freevee, Tubi, and Pluto, are wholly supported through advertising.

These ad opportunities are in addition to available inventory from other OTT services, like the content networks created by TV manufacturers. Ad supply has grown rapidly, and some platforms are happy to work on a performance basis. tvScientific is the king in this area. They offer large-scale audiences, end-to-end journey tracking, and multiple buying models, including pay-for-performance.

2. Affiliate on Pinterest

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