5 Ways Publishers Can Pump Up Web Revenues The Ultimate Guide for Those in Charge of Ad Sales, Marketing, and Editorial $ $ $ $ $ $ $ "In order to survive a rapidly changing media landscape, [magazine] publishers must recognize one critical difference between print and the Internet: The Web is a dynamic medium that fosters direct dialogue with an audience; print is a static monologue." Source: FOLIO: http://www.foliomag.com/2008/section-one-setting-objectives Foliomag.com
Optimizing Digital Engagement PointsLike every publisher, you’re likely feeling the pressureto create interactive and unique experiences for youraudience online. After all, by moving people from Drivepassively consuming site content to actively engaging Visitorsin a rich experience, you encourage them to spend to Sitemore time on your site. And the longer they are onyour site, the more likely they are to buy, subscribe, Drive Higherand share their information. Let’s face it: the more you Value for Getknow about your site visitors, the more money they are Advertisers & Visitorsworth to advertisers…and you. your Business to InteractSo how do you create this win-win scenario? Byoptimizing digital engagement points with compelling,interactive, and always fresh content.Whether you’re responsible for ad sales, marketing, oreditorial, this guide will explain how you can do so –and boost online revenues – in 5 straightforward, easy Enrich User Collectto implement steps. Profile & User Remarket Contact InfoGo ahead. Turn the page. Forrester Research predicts that interactive marketing spend will reach $76.6 billion by 2016, to comprise 35 percent of all advertising spending. 1to1 Media
1 Draw New Visitors Drive Visitors to Site to your Site through Drive Higher Value for Get Advertisers & Visitors your Business to Interact Social Channels Enrich User Profile & Remarket Collect User Contact InfoAlthough you can take many actions to increase site traf c, most roads lead back to Twitter &Facebook. Not convinced? Consider these juicy facts provided by Socialnomics.com, Digital Buzz, Percent of those who parand website-monitoring.com: tici • Over 1.5 million pieces of content are shared on Facebook…daily a brand pated in -sp contest onsored • 25% of search results for the world’s top 20 largest brands are links to user-generated content or • Approximately 1 in every 13 people on earth are active Facebook users sweepst • The number of Twitter users increases by 300,000 every day akes • Twitter users send 55 million Tweets per day, or 640 per second • Facebook added 100 million users in less than 9 months 70%In a nutshell, social media networks are attracting and retaining more visitors than ever. Thechallenge for publishers is understanding how to engage effectively on a social site and then drivefans and followers back to their website for conversion. This info-graphic on Mashable.com by CRMspecialists Get Satisfaction provides a clue on how to go about that: it shows that around 60% ofconsumers followed a brand online for special offers or for interesting/entertaining content and that70% of those followers participated in a contest or sweepstakes. Source: reconstructed from Mashable & Get Satisfaction Martha Stewart Living promoted The ‘Ultimate Fan’ sweepstake on their Facebook page, generating over 30,000 entries and 6,000+ social shares! And recent company statements show web traffic is up 22%. See it here
2 Create Interactive Drive Visitors to Site Content & Increase Drive Higher Value for Get Advertisers & Visitors your Business to Interact Time on Site Enrich User Profile & Remarket Collect User Contact InfoAccording to research compiled from AOL, Nielsen and MarketingProfs, 53% of timespent on the Internet is directly attributable to content consumption – and 96% of what Did You Know..?is consumed and shared does not link to a static website page.In other words, consumers are demanding interactive, digital content. To driveinteractions or make your site "sticky," you need to offer the content that today’sconsumers are drawn to and enjoy sharing with others. Think humorous videos, Interactive trivia quizzes generate an average 1:46entertaining games, and interactive quizzes or other applications.By offering consumers a reason to visit – and stay – on your site, you increase thelikelihood of ad clicks. In fact, studies show that the longer someone engages with site additional minutes on sitecontent, the more likely they are to click on ads or recall brands adjacent to that content.¹ and are shared 11x moreCisco Systems made its PCworld.com content more interactive by embedding quizzes. In often than static pages.general, interactive trivia quizzes have been shown to increase time on site by an averageof 1:46 minutes.² This is quite impressive considering that CBS News research shows theaverage time of engagement/viewership for ads on a media site is only 15 seconds!³
3 Drive On-Site Conversions Drive Visitors to Site Drive Higher by Giving Visitors a Reason Value for Get Advertisers & Visitors your Business to Interact to Self-Identify Enrich User Profile & Remarket Collect User Contact InfoEven though the online world offers unique opportunities to attract, engage, and interact withconsumers, some basics hold firm. Precisely targeting an audience with a highly relevant offer isthe best way to convert them from a browser to someone who is willing to exchange contactinformation.Sweepstakes are one proven way to draw people in and get them to provide their information. Andonce youve got their attention, you can further qualify and cross-promote to them.For example, Comcast SportsNet Philadelphia ran a sweepstakes to drive web visitors and socialtraffic to the site of the NFL team, The Philadelphia Eagles. On the entry form, consumers could Did You Know..?also opt-in to receive emails and special text messages from the Eagles. 65% of the Eagles fanswho entered the sweeps also opted-in for one or both of the additional communication channels.Plus, for every person who shared the sweepstakes via social channels, the Eagles saw 38 new The Philadelphia Eaglessite visitors! football team increased its Facebook fans by 25% after running a sweepstakes.
4 Keep Content Fresh Drive Visitors to Site to Encourage Drive Higher Value for Get Advertisers & Visitors your Business to Interact Repeat Visits Enrich User Profile & Remarket Collect User Contact InfoBusinesses spend over $12 billion dollars a year to create digital and custom content thatthey can distribute online and through mobile channels. Even with that spending power,45% of surveyed marketers feel they need to update their content more frequently.4And they’re right.Stale content leads to boredom and site abandonment. But fresh content encouragesmore consumption and longer visits. And the value is clear. Consider these ndings fromScout Analytics:5 • Occasional visitors to a publisher’s site (those that visit two to three times per month) have an average revenue potential of 5:1 compared to those who visit once (i.e., y-bys). Did You Know..? • Regular visitors to a site (one to two times per week) have an average revenue potential of 10:1 compared to y-bys. Hollywood Life – a publishing & • Fans (visit the site more than two times per week) have an average revenue potential entertainment company – creates of 50:1 compared to y-bys. 3-5 new quizzes per month &Worried about coming up with fresh content? Polls and surveys are not only a terrific way see’s 70% visitor engagement onto encourage interaction on your site, they also provide you with a wealth of insights that pages where a quiz is posted!you can publish as original content – and remarket to your existing leads.
5 Increase the Value of Drive Visitors to Site Your Site – and Drive Higher Value for Get Advertisers & Visitors your Business to Interact Grow Ad Revenue Enrich User Profile & Remarket Collect User Contact InfoAdvertiser dollars are being spent with increased scrutiny. Makes Internet Ad Revenues by Pricing Modelsense: advertisers want to know what they’re getting for their money.No wonder there’s a trend toward pay-for-performance pricing (see 80the IAB chart at right). This shows 62% of ad revenues in 2010 wereperformance-based deals.6 70 Performance 60 % of Total RevenuesPublishers that can deliver the most predictable and targeted ad 50performance will command the highest ad premiums. But to grab ashare of the almighty performance dollar, publishers must: 40 CPM • Collect rich and accurate user pro les 30 • Grow and engage site traf c (and encourage return visits) • Drive conversion through entertaining and relevant offers 20 Hybrid 10Take a deeper look at pay-for-performance trends in this 0SnapApp blog post. 2004 2005 2006 2007 2008 2009 2010 Source: Marketing Profs with IAB & PWC "A major news publisher embedded a trivia quiz in an ad-unit promoting a Broadway show. The trivia ad had the highest engagement of any ad in that space, ever by a whopping 448%! You can see the ad here.
The BIG reveal. How do they do it?As a publisher, you know better than just about any other business how vital it is to engage your audience and keep them coming back formore. The beauty of the online world is that it offers a growing number of innovative ways to do just that – but you’ve got to move fast and beagile if you’re going to adapt and thrive in this new digital world.The ve steps and stories we’ve shared with you here are proven methods for growing site traf c, boosting time spent on your site, andultimately pumping up the revenues you drive through advertising – and there is one common thread tying each of these ideas together.Martha Stewart Living, Cisco Systems, Hollywood Life, Comcast SportsNet - and that major news publisher – all rely on the power ofSnapApp’s marketing platform to create, distribute and measure the value of interactive quiz app content in social media, on their adnetworks, across the web and in mobile.If you’d like to learn more, visit www.SnapApp.com or call us at 855-SNAP-APP today. About SnapApp SnapApp is a marketing platform that facilitates high-value audience interactions through the creation and distribution of interactive content aimed at educating, challenging, entertaining and rewarding visitors. With the SnapApp platform, you easily create engaging quizzes, surveys and contests that can be shared across the web, social and mobile, giving your audience more reasons to visit, engage and spend time on your site.
Footnote Citations1) PETER J. DANAHER and GUY W. MULLARKEY (2003). “Factors Affecting Online Advertising Recall: A Study of Students.” Journal of AdvertisingResearch, 43, pp 252-267 doi:10.1017/S0021849903030319 http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=1795982) Pangea Media, source data derived over 300,000 quiz application takes across several Pangea Media web properties.3) Gassée , Jean-Louis and Filloux, Frederic. “Measuring Time Spent on a Web Page.” CBS News.com, February 17, 2010<http://www.cbsnews.com/stories/2009/05/24/opinion/main5037448.shtml>4) MarketingProfs. “Brands Rely More on Digital Channels for Custom Content.” April 11, 2011<http://www.marketingprofs.com/charts/2011/4808/brands-rely-more-on-digital-channels-for-custom-content>5) Scout Analytics. “Whitepaper: Loyalty Based Segmentation for Media and Publishers.” August 31, 2011.6) MarketingProfs. “Internet Ad Revenues Rebound to Record High in 2010.” April 15, 2011 <http://www.marketingprofs.com/charts/2011/4847/internet-ad-revenues-rebound-to-record-high-in-2010>Additional references & sourcesThompson, Rory. “Section One: Setting Objectives.” Foliomag.com. July 1, 2008. <http://www.foliomag.com/2008/section-one-setting-objectives>Papachristos, Anna. “Interactive Marketing Continues to Gain Share.” 1 to 1 Media. October 4, 2011 <http://www.1to1media.com/view.aspx?docid=33130>Martha Stewart Living Omnimedia Earning Release Report. November 1, 2011 <http://phx.corporate-ir.net/phoenix.zhtml?c=96022&p=irol-newsArticle&ID=1624045&highlight=>