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Monetising digital audiences: Turning a marketing cost into a profitable business unit

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The fundamental changes that the comprehensive and transformational growth of digital has bought to almost all industries are resulting in the advent of brands and properties becoming media publishers/owners in their own right. This is the natural progression of investment in their digital platforms, content marketing and social media marketing, and there is a very real opportunity for brands to think like publishers to grow, engage and monetise their digital audiences, turning what was once perceived as a marketing cost into a profitable business unit in its own right. Doing so, as any media company (large or small, digitally native or not) can attest to, is no easy undertaking. This paper is a simple guide on how properties and brands can go about developing and monetising their digital platforms and audiences.
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Keywords: OTT; media innovation; media rights; media trends; monetising digital audiences

Document Type: Research Article

Publication date: September 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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