'It's a virtuous cycle': Audiences and advertisers seek health and wellness content and publishers are seeing green

Publishers are building new content products that give audiences more health and wellness content and advertisers more partner opportunities. September 23, 2020 Fueled by coronavirus-related stay at home orders, consumers are more interested in personal self-care products than ever. As a result, brands have been reinvesting those dollars into advertising and publishers are taking a moment to capitalize on that. Bustle Digital Group, Condé Nast and theSkimm are three publishers that have built out new content products and advertising vehicles that not only give audiences the more health and wellness content they're asking for, but to give advertisers more opportunities to partner against this desirable content. Read more below. - [Health and wellness]( is likely not a temporary popularity play while people are seeking self care during the coronavirus crisis. - For Digiday+ members, TV networks are finally [expanding their streaming pitches]( beyond the people who subscribe to traditional TV. - The Economist's focus is [covering the upcoming U.S. election](, but also building up its leadership team and creating an aggressive three-year growth plan. - As advertisers start to understand what it takes to win programmatic auctions, they’re realizing it isn’t just a matter of [making the highest bid.Â]( Other things to know about - On this week’s The New Normal, Bloomberg chief growth officer Scott Havens and general manager of Bloomberg QuickTake Jean Ellen Cowgill join Digiday editor-in-chief Brian Morrissey to talk about how Bloomberg has adapted QuickTake -- including with a name change -- and its plans to meet the future of OTT news streaming. [RSVP here]( to join us for a live discussion on Friday, September 25 at 12 p.m. ET. Top Stories Beyond Ads ['It's a virtuous cycle': Audiences and advertisers seek health and wellness content and publishers are seeing green]( Publishers are building new content products that give audiences more health and wellness content and advertisers more partner opportunities. howdy! Business of TV [How TV networks are setting up for the expanding ad-supported streaming war]( TV networks are finally expanding their streaming pitches beyond the people who subscribe to traditional TV. Sponsored by Moat by Oracle Data Cloud [Webinar: How to accelerate the pace of measurement and optimization]( In a new webinar on September 30, 2020, at 2 p.m. EDT, learn tips and best practices for speeding up the measurement of ad effectiveness and ROI. Advertisement howdy! Going Global [Election-focused products charge U.S. growth at The Economist]( The brand’s focus is covering the upcoming election, building up the leadership team and creating an aggressive three-year growth plan. Sponsored by Piano [Webinar: How brands are using publisher-like content to generate data]( According to new state of the industry research from Piano and Digiday, most brands plan to use tools such as surveys, newsletters and subscriptions to generate customer data in a post-cookies world. In a new webinar on September 30 at 10 a.m. EDT, gain insights from the report and hear from experts at Piano, VaynerMedia and Huge about what these trends mean for the future of customer engagement. howdy! The Programmatic Marketer [‘Necessary, but insufficient:’ Advertisers are starting to question the value of low exchange fees]( Large changes in bid price can often produce small changes in an advertiser’s ability to win those auctions. Advertisement Sponsored by Cohley [Success story: Data is at the heart of user-generated campaign content]( At the heart of a new report on the evolution of UGC for campaigns, one case study stands out: Rhone boosted its content testing capacity to 150 ads per day from 10–15 weekly. And that’s the tip of the iceberg — with a 3x–4x ROAS lift for Rhone’s bottom line. Download the report to learn more about the modern content-driven campaign. howdy! Marketing on Platforms ['Doubling down': Inside the 49ers social and digital rush to replace lost in-stadium marketing dollars]( Without the ability to deliver ads to the 70,000 fans who attend games in-person, the 49ers have had to pivot to focus on digital and social channels. howdy! ['One beat in an ongoing movement': BET+ general manager Devin Griffin on the streamer's evolution]( Pre-launch research for BET+ found a lot of demand for content focused on Black stories and experiences, but ‘the supply is not quite right.’ [All Latest Stories]( [‘One beat in an ongoing movement’: BET+ general manager Devin Griffin on the streamer’s evolution]( Pre-launch research for BET+ found a lot of demand for content focused on Black stories and experiences, but 'the supply is not quite right.' You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](