- Business Insider, like many other publishers, is increasing its number of live events this year to five or six, up from just one in 2009.
- As real-time bidding and other digital ad trends decrease premium advertising, publishers are finding value in holding live events for the revenue.
- Advertisers enjoy the sponsorship of events because they offer direct interaction with target audiences — something digital advertising, especially programmatic, cannot guarantee.
As long as attendees keep buying tickets and brands keep purchasing sponsorships, this trend will be likely to continue. The increase in live events is not only a pushback from digital advertising, but also likely appeals to many because of its face-to-face interaction — something that is lacking in the digitally focused world. Publishers have tapped into that craving for personal interaction, to their own benefit as well as that of brands.