Subscriptions were supposed to save publishers. Now, they’re becoming part of the survival logic for agencies too.

At agency holdco S4 Capital, the pivot is already taking shape. By the end of the year, about a quarter of revenue at its Monks arm is expected to come from what it calls subscriptions.

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OTHER THINGS TO KNOW

• As AI evolves from automation to autonomy, marketers are rethinking how campaigns run and how marketing organizations operate. Virgin Money is using AI-driven audience optimization so its agency team can focus on strategic tasks — all while reaping the rewards of improved performance as noted by its agency partner, mFuse. Partner insights from Quantcast.
• Weather impacts what people try, buy and how they feel. This powers targeting to predict the moments when weather shifts a consumer’s mindset toward purchase, driving sales and long-term growth. Learn more in this video. Partner insights from The Weather Company.
• Rather than launching a back-to-school campaign with a single message, delivering experiences for different segments, like budget-focused families and first-time school parents, is more effective. Each experience reflects the same strategy but is tailored to specific motivations. Partner insights from PadSquad.  

PARTNER INSIGHTS FROM ACTIVISION BLIZZARD MEDIA

PARTNER INSIGHTS FROM NAME.COM

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