Digital news publishing: Increasing content consumption and distribution on social platforms - Vijesti.me, a digital publisher from Montenegro case study. Sebastian Zontek & Jarek Gora, INMA Audience Day, Amsterdam, June 2016

1. Digital news publishing:
Increasing content consumption and
distribution on social platforms
Sebastian Zontek & Jarek Gora, INMA Audience Day, Amsterdam, June 2016
Vijesti.me, a digital publisher from Montenegro case study

2. Montenegro
Small country in Balkans, 660k people - almost as big as... Amsterdam!

3. Montenegro
Small country in Balkans, 660k people - almost as big as... Amsterdam!
12M page views
1M readers (Balkans)

4. Deep.BI helps Vijesti better understand
content consumption and distribution
by deepening knowledge about their audience

5. The problem
Bring new readers
from social platforms

6. Get to know how your audience
is consuming content

7. Different kind of content
needs way different metrics

8. Key metrics
we have
chosen
Attention Time Spent
per Reader
Virality
Engagement Score
Combined and weighted:
Virality, ATS and Commentability

9. Highest
ATS
Different strategies
for different type of content
Highest
Virality
Highest
Engagement
Put behind paywall
Boost in social media
Heavily promote: homepage,
social media

10. For news time is crucial - we want to spread
the most viral news as soon as possible

11. TOP 5 sections:
Attention Time per Reader
News 313s
Society 294s
Politics 283s
Economy 280s
Science 280s

12. TOP 5 sections:
Virality
Coffee 79
Sport 59
TV 49
Life 43
Technology 43

13. TOP 5 sections:
Engagement Score
Forum 2,054
TV 784
News 762
Sport 614
Caffee 614

14. Social media promotions
of most viral articles
● Looking for articles with highest Virality Score which is
relative to total PVs
● Promoting these articles in social media (also by paid
campaigns)
● Selling ads on those articles with higher CPM
● Mostly, we get positive ROI with money spent on social
platforms
2-3x lower
bounce rate
50% higher
time spent
2x longer life
& 2x more PV

15. Social media promotions
- positive side effects
● Building publisher’s brand awareness on platforms by
presenting originally produced quality content
● Expanding audience - acquiring new readers
● Increasing loyalty of current readers
● Higher chance for subscription conversions through
quality, targeted traffic

16. Vijesti & Deep.BI
Future Plans
● Developing audience on social platforms
● Creating dedicated content to each platform
● Testing new monetization models of social platforms
audience. Example: branded content

17. Questions?
vijesti@deep.bi
INMA Audience Day, Amsterdam, June 2016