The Weekly Bulletin | June 4, 2025

Hi SODP community,

Let’s recap on what’s been happening, the new content, industry updates, tips, and more.

TIP OF THE WEEK

When video RPMs fall by more than half, publishers can't afford to stick to passive formats.

Video monetisation is no exception to the accelerating pace of change in digital publishing. According to Google AdSense Publishers' report, publishers have experienced significant declines in their earnings and RPMs (revenue per thousand impressions) since late February 2024, with some claiming drops of up to 70% or more. This signals a critical shift for publishers relying on traditional placements. Passive video strategies can no longer sustain healthy revenue streams.

But amid these challenges, three innovative content formats are not only holding their ground; they’re thriving.

1. Interactive Explainers: Say goodbye to linear storytelling. Interactive explainers are redefining how audiences engage with video content. These dynamic experiences allow viewers to click, pause, explore, and dive deeper into topics at their own pace. The result? Higher engagement, extended watch times, and improved retention, all of which translate into more substantial monetisation potential. When users feel in control of their journey, they're more likely to stay engaged and convert.

2. Shoppable Tutorials: The era of passive product placement is over. Shoppable tutorials offer a seamless blend of education and commerce by embedding real-time shopping capabilities directly within the video experience. Whether it’s a beauty tutorial featuring clickable products or a DIY guide with integrated tools, this format creates a direct path from interest to purchase. For publishers already invested in e-commerce or brand partnerships, this is a powerful way to turn viewer attention into actual revenue.

3. Annotated Archives: Don’t let your old content go to waste. By repurposing existing video libraries with expert annotations, timely updates, and targeted calls to action, publishers can see a remarkable increase in conversions compared to unedited replays. This low-effort, high-impact strategy allows you to breathe new life into evergreen content, without starting from scratch.

Monetisation isn’t about views, it’s engineering value into seconds.

Here are the key takeaways: 

• Standard video formats are losing their monetisation power.

• Engagement-driven features, such as interactivity, utility, and relevance, are now key differentiators.

• Smart repurposing of existing content can be just as impactful as creating something entirely new.

Now is the time to start experimenting. Identify where your audience already shows intent, then build immersive, value-driven content flows around those moments. Monetisation is no longer about where you place ads, but about how much value you deliver within the video itself.

SODP POSTS

Sponsored
How to Build Your Own Ad Network: A Step-by-Step Guide

You’ve already mastered a content game, and you know that your website or app can earn you money. The only question left is how to make the most of your asset? According to Statista, programmatically sold advertising is expected to reach $779 billion by 2028, and getting a piece of this pie seems enticing.

My team and I have helped dozens of ad networks maximize their effectiveness. Today, I’ll describe the main steps so you can build your own ad network. Moreover, if you’re wondering how much it will cost you, you’ll have the answer by the end of the article.

How an Ad Network Earns Money? An ad network is a business that buys ad inventory from publishers (owners of websites or apps) and sells it to advertisers (companies that want to place ads efficiently).

Ad networks can profit in several ways. First, they can buy ad inventory from publishers in bulk at a lower price and sell it to advertisers after segmenting and targeting. The margin between the buying and selling prices is the ad network’s profit.

The second option is earning a commission on ad performance. In this case, advertisers pay for results, such as views, clicks, or actions, and publishers receive a more predictable (although sometimes slightly lower) income. There’s also a third revenue model — via subscription, but it’s less common than the previous two.

💡 What you will learn:

• Can You Benefit From Building an Ad Network?

• Where Do You Begin?

• What to Avoid?

READ MORE

JOB BOARD

➡️ The Guardian is looking for a Books Commissioning Editor (News) to be responsible for the day-to-day news coverage on the books site, who will work closely with colleagues across the Guardian to ensure their books journalism is topical, engaging and timely. (London). SEE MORE

➡️ The Baltimore Sun is seeking an assistant editor will help to drive daily coverage, guide stories from idea to final edit, and fill reporting gaps within the newsroom. (Baltimore). SEE MORE

COMMUNITY BUZZ

Industry News

➡️ I’ll start by saying respond as you like. My expectation is to get a bunch of negative comments, disagreement, maybe even some outright anger. Certainly I’ll be dismissed by some (many?). I’m OK with that. I’ve been on a steady diet of Metallica, the Tragically Hip, Pearl Jam, and Soundgarden today. I’m frayed and angsty—and leaning into it. After I published The 12 New KPIs For The GenAI Era article, most of the feedback was what I’d hoped for — curious, motivated, and full of smart follow-up questions. READ MORE 

➡️Programmatic ad platforms were born to automate the buying and selling of ads in the digital domain. Most ad-supported streaming TV services are now using the platforms to sell at least some of their inventory. With most people now streaming at least some of their TV viewing, programmatic has great audience reach. However, traditional local TV broadcasters still command the attention of a sizable section of the TV audience. READ MORE 

➡️Local search is no longer just about maps and directories. What began as a game of citation consistency has grown into a dynamic, intent-driven ecosystem shaped by real-time data, customer intelligence, and AI-powered personalization. Today, AI is redefining how people discover, evaluate, and interact with local businesses – reshaping the rules of visibility, experience, and conversions across every channel. READ MORE 

Social Media Discussions

➡️ Arin Andre Ohandjanian on LinkedIn:

3 Hard Truths I’ve Learned from Sending 100,000+ Cold Emails in 2025

Running a B2B lead gen agency gives you a front-row seat to what works (and what totally flops).

Here are 3 brutally honest truths I’ve learned:

📬 1. Personalisation beats cleverness. People don’t care how smart your opening line is, they care if it’s relevant to them.

⏱ 2. Speed matters. The faster a lead gets a reply, the higher the chance of closing the deal. Slow replies kill momentum.

⚖️ 3. Offer > Copywriting. A weak offer wrapped in great writing still flops. A strong offer with decent writing? That wins all day.

There’s more where that came from - curious to hear what others have noticed in their outreach. 👀

CONTINUE READING

These are the highlights for the last week.

Until next!

Vahe Arabian and the editorial team at SODP