4 Metrics You Should Be Aware Of To Monetize Your Digital Audience and Current Readers

 

These four metrics go beyond CPM and Fill Rate to help publishers measure the success of their digital advertising efforts.

Identifying and selecting the right key performance metrics is a great strategy to measure the performance of our advertising efforts and spot those areas in our digital publishing where we need to make improvements.

But sometimes, it gets tough to figure out the right measures and determine the success or failure of ads inside our digital publications. When that happens, it always helps to take a step back from analyzing effectiveness, and start to give ourselves some really great insight into how our digital publishing strategy is performing for us.

Sovran Vice President of Publisher Services, Chris Crawfurd, identifies four metrics that go beyond CPM and Fill Rate to help digital publishers measure the success of their ad efforts. These metrics provide a targeted way of assessing digital ads’ health, as a disparate and more complex part of digital publishing.Read more

How You Can Make Your App Pay For Itself

There are many different app revenue models available for anyone involved in e-publishing and are looking to receive the best monetary return on their digital investment. Below are a few common examples which you can take into account during the consideration and planning stages of your app.


Free with advertising

With this option, an app would be free to download, and all content, features, and services remain open and accessible to all. Instead of relying on subscription revenue, the success of this model is dependent upon a smart in-app advertising strategy. Usually customers are inclined to download a free app with ads so long as the ads do not detract from the end user experience, so keep this in mind during the design and planning stage.Read more

Why publishers struggle to monetize their paywall content, but have found workarounds.

Publishers launch paywalls of their web content with the primary goal of getting more revenue from consumers. But the consumer information they’re gathering through the registration process also has potential value to advertisers.

In theory, that data could be used to enable advertisers to pinpoint a select audience that is core, affluent users of the publishers’ site. That’s one of the ideas behind Time Inc.’s new paid-content strategy. As publishers give up some traffic associated with putting up a paywall for the content, it’s attractive to think they could make up for the loss by charging higher CPMs for their registered users.

Publishers feel knowing an audience is highly representative of the regularity of their content consumption can be very attractive to a brand, especially since they are tailoring messages to cultural moments or themes exactly when an audience is consuming it. This type of audience data can come with a premium advertising value and is one that some brands will pay for.

Rarely are publishers able to charge higher CPMs for user-registration, But with the paywall of the publishers content publishers are now able to be direct at the exact advertisement based on the visitors content viewing and like.

Some advertisers are focused on other criteria. Numbers-oriented media buyers will push back against the idea that paying readers are worth more than freeloaders. Convincing advertisers that paywall content is more valuable than a look-alike audience.

Publishers are working around the scale challenge through subscriptions, which is the primary goal of the business model as we all know. Over the past decade, the publisher has been able to fine-tune its use of the data.

About 75 percent of publishers advertising is targeted based on that audience data, and are able to charge advertisers 20-50 percent more to reach people who identify themselves as high-value categories rather than those who fall into the second-tier audience web browsers.

Multiple publishers, used to have user registration as the basis of its audience targeting. But has replaced that with interest profiles it developed in specifically based on viewers habits online, for which it charges a premium. This gives them greater scale than registration data. And importantly, it allows all of them to target based on viewer intent and patterns.

 

 

 

MAGAZINE DEMONSTRATES SUSTAINABLE INDUSTRY GROWTH

Largest Total Year-over-Year Audience Growth to Date

NEW YORK, NY (March 24, 2015) – Magazine media audiences were up 12.6% for the month of February 2015 versus the previous February, according to The Magazine Media 360° Brand Audience Report released today by MPA—The Association of Magazine Media. This increase represents the largest total monthly audience growth since MPA began issuing the Brand Audience Report seven months ago.

This new report, which uses data from leading third‐party providers, reveals a gross audience for magazine brands of 1.7 billion in February 2015 versus 1.5 billion in February 2014. The February performance continues to benefit from increased video and mobile web consumption, up 18.7% and 78.0%, respectively, over the same time period in 2014.

This month, web (desktop/laptop) was up 6.9%, with nearly half of all websites in the report showing double-digit to triple-digit growth in unique visitors versus the same period last year. This growth is notable after six consecutive months of flat year-over-year web audience numbers, a trend which reflected, in large part, the migration of online media consumers to mobile devices.Read more

Digital publishers look for a global solution for growth

Publishers are finding audiences overseas with their digital content. But getting the advertising to follow has proved tougher but not impossible.

The economics of digital advertising favor players with scale. Traffic from overseas is growing for publishers. Publishers launched its digital content overseas business, has been more aggressive and affordable than most distribution solutions. It owns and operates most of its sites and therefore digital content as well, this is spanning in U.K., Australia and Europe. It’s looking for other cities that have high social network usage to import its viral content model, like Berlin, Mumbai, Mexico City and Tokyo. Thirty percent of most publishers’ audience is now coming from outside the U.S., according to the publishing companies.

Many publishers are throwing tons of money into these markets to leave there footprint in the digital market place. It keeps overhead down by starting with a small editorial team of three to four people. A lot of its content has universal appeal, which lends itself to being re-purposed. Publishers choose markets where social media usage is strong, so it can piggyback on those distribution channels.Read more