“The centrality of the website is declining for many brands.”
That is one takeaway from a new report by Enders Analysis, presented by CEO and director of publishing and tech Douglas McCabe at the PPA Festival Wednesday morning.
“The website itself is no longer the primary destination for consumers as it struggles to meet expectations while AI erodes publisher monetisation,” the report concludes.
As McCabe outlined, the “death of the website” appears nigh as media brands compete in an “asymmetric battle with the creator economy”; personalised, algorithmic social platforms are now a primary means by which users find information online.
Enders Analysis found that half of all publishers have reported at least some search traffic decline over the past year. Their report described AI overviews as “cannibalising website visits”.