News Websitesonline Marketing     StrategyWhat Your Online News Audience  looking for ?
Who IS the Audience?• How do you go about knowing your audience?• What you need to know and why about who  they are and ho...
How do you go about knowing your           audience?•   Tools•   Techniques•   Data Analysis•   Other Strategies
Techniques• Fielding  – Panel     • Random Digit Dial (RDD)     • Online  – Server  – Random• Collection  – Meter  – Survey
Tools•   Volumetric Measures•   Market Research•   Ad Planning•   Qualitative Measures•   Site Centric (Web) Analytics
Volumetric Measures• Data Providers  – Nielsen//NetRatings  – Hitwise     • Complementary Service     • Search!!     • Dat...
Why it is used…• Ad Sales  – The biggest number!!!• Competitive Benchmarking  – Less important• Strategic Research  – Leas...
Market Research• Custom  – Forrester, etc      • Strategic  – Everything is a tool, they just sit on top of it  – Answers ...
Ad Planning Tools• Syndicated Studies   – MRI (magazine)   – @Plan (internet)   – Scarborough (newspapers)• Ad Tracking   ...
Qualitative Tools• Focus Groups  – Usability testing etc     • In person     • Remote - Vivadence
Site Centric Analytics• Server Side Measurement  – “Tagging” or “Cookies”  – Measurement     • Audience: # of browsers by ...
Research Methods• Regression  – Why Things Happen     • Relationship between multiple independent variables       and a de...
What you need to know and why, about who they are and how they     “consume” online news?• Who they are…• What they do…• H...
Current Events & Global News                   Top-line Audience MetricsSource: Nielsen//NetRatings NetView Service, Septe...
Current Events & Global News                   Index Against Total Online                          Population         160 ...
Current Events & Global News                  Unique Audience (000) Trend       92,000       90,000       88,000       86,...
Current Events & Global News                     Page Views (000) Trend       9,000,000       8,000,000       7,000,000   ...
Current Events & Global News                     Time-per-person Trend       1:55:12       1:40:48       1:26:24       1:1...
Loyalty Indicators                       Site                           Share of Active Days %   Retention Rate %     AP  ...
EngagementSource: Nielsen//NetRatings NetView Service. Work, September 2006
Visitors To General News Sites                  Frequently Provide Advice On…            135                 134          ...
Visitors To General News Sites                     Enjoy The Finer Things…                                                ...
Visitors to General News Sites                    Just Can’t Get Enough News…            160                              ...
Broadband is More Prevalent     80%     75%     70%     65%     60%     55%     50%               Sep- Oct- Nov- Dec- Jan-...
More Users, More UsageSource: Nielsen//NetRatings NetView
Growth in Video ContentWall St. Journal – 10/07/06
Emergence of “My.Internet” or               “Web2.0”• “My.Internet” are websites that put the control of the content, eith...
Key Questions• “Who the heck are these kids?”• “What are they really looking for in a  website?”• “Oh man, does this mean ...
So Who Are These People?•   Clicked on an online advertisement•   Downloaded a full length video, such as a TV show or mov...
What Are They Saying?Now that’s what I call newmedia                 Dude, I was doing that in                 2003       ...
How Are They Consuming Media                        Online?      Metric: Index against overall respondent average         ...
For The Most Part My.Internet            Likes The Same Sites As Everyone                          Else      Q: What is yo...
Loyalty, However, Is Not Their                              Strong Suit    Metric: Number of News and information sites vi...
Enable The Mash-Up…
…And This Is What You Get
Key Finding: Be Not Afraid• There is a new class of Internet users, but it turns out that  they are pretty much the same a...
The Effects Of RSS On News Sites• What The Heck Is RSS Doing To My Site?    “I used RSS as a novelty at first, now find th...
Key Finding•   While RSS has different affects depending on    specific site strategy, there appear to be two    constants...
RSS Users Aggressively Use Current       Events and Global News             InformationMetric: Minutes per month      Curr...
RSS Users Tend To Visit 3 Times As     Many News Sites As Non-UsersMetric: Average number of Current Events and Global New...
While They Still Read The Top          Media Sites, RSS Users Expand             Outside Of The Top 20Metric: Visits per p...
Most RSS Users Do Not Even Know          They Are Using RSSMetric: Percent of behavioral RSS users who answer that they us...
RSS Awareness is Reflected in                   Length Of Online Tenure and                             Gender            ...
Unaware Users Frequently View RSS As Going to                  The Source Itself Q: When you read news online, which of th...
Even Those Who Are Unaware of Use Are                         Influencers Q: To what degree do each of the following state...
All RSS Users Are “Newsies”Q: When you go online for news and information, which of the following types of information do ...
Availability Is Key, However Aware      Users Look To Search, While   Unaware Users Look For TimelinessQ: Why do you use t...
The Role Of Greater Awareness In                           The RSS User Experience                                        ...
Take Aways…• Relationship   – RSS undeniably changes the ways consumers interact with a     media property. While some sit...
Questions?
Upcoming SlideShare
Loading in...5
×

News websites marketing strategy e briks infotech

685

Published on

Published in: Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
685
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
19
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

News websites marketing strategy e briks infotech

  1. 1. News Websitesonline Marketing StrategyWhat Your Online News Audience looking for ?
  2. 2. Who IS the Audience?• How do you go about knowing your audience?• What you need to know and why about who they are and how they “consume” online news?• How do you serve and grow your audience?
  3. 3. How do you go about knowing your audience?• Tools• Techniques• Data Analysis• Other Strategies
  4. 4. Techniques• Fielding – Panel • Random Digit Dial (RDD) • Online – Server – Random• Collection – Meter – Survey
  5. 5. Tools• Volumetric Measures• Market Research• Ad Planning• Qualitative Measures• Site Centric (Web) Analytics
  6. 6. Volumetric Measures• Data Providers – Nielsen//NetRatings – Hitwise • Complementary Service • Search!! • Data is purchased from ISPs – ComScore • Direct competitor • Market Research • Most media clients use it for panel size and local reporting
  7. 7. Why it is used…• Ad Sales – The biggest number!!!• Competitive Benchmarking – Less important• Strategic Research – Least important
  8. 8. Market Research• Custom – Forrester, etc • Strategic – Everything is a tool, they just sit on top of it – Answers “The Big Questions” – Highest $$ per project• Survey Research – Harris, Greenfield, FGI, SSI, Etc• Models – DIY (client builds it then turns it over) – Consultative (spec, serve, analyze)
  9. 9. Ad Planning Tools• Syndicated Studies – MRI (magazine) – @Plan (internet) – Scarborough (newspapers)• Ad Tracking – AdRelevence (internet)• Advertising Effectiveness – Ad Servers – View through/click trough – Dynamic Logic Style – Test and control methodology – Normative Database
  10. 10. Qualitative Tools• Focus Groups – Usability testing etc • In person • Remote - Vivadence
  11. 11. Site Centric Analytics• Server Side Measurement – “Tagging” or “Cookies” – Measurement • Audience: # of browsers by way of cookie • Pages: # of requests – Providers • Omniture • SiteCensus (N//NR)
  12. 12. Research Methods• Regression – Why Things Happen • Relationship between multiple independent variables and a dependent variable• Segmentation – Who People Are • Understanding the differences in the audience leads to better user experience
  13. 13. What you need to know and why, about who they are and how they “consume” online news?• Who they are…• What they do…• How’s it changing…
  14. 14. Current Events & Global News Top-line Audience MetricsSource: Nielsen//NetRatings NetView Service, September 2006
  15. 15. Current Events & Global News Index Against Total Online Population 160 143 140 120 120 114 111 104 105 100 97 93 86 80 73 Unique Audience Page Views 60 40 20 0 Men Women 18-34 25-54 55+Source: Nielsen//NetRatings NetView Service, September 2006
  16. 16. Current Events & Global News Unique Audience (000) Trend 92,000 90,000 88,000 86,000 84,000 82,000 80,000 78,000 76,000 74,000 6 6 5 06 06 06 6 5 6 06 05 5 06 -0 -0 -0 l-0 -0 r-0 -0 n- n- g- b- p- p- ay ar ov ct ec Ju Ap Ja Ju Au Fe Se Se O M M N DSource: Nielsen//NetRatings NetView Service
  17. 17. Current Events & Global News Page Views (000) Trend 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 6 6 5 06 06 06 6 5 6 06 05 5 06 -0 -0 -0 l-0 -0 r-0 -0 n- n- g- b- p- p- ay ar ov ct ec Ju Ap Ja Ju Au Fe Se Se O M M N DSource: Nielsen//NetRatings NetView Service
  18. 18. Current Events & Global News Time-per-person Trend 1:55:12 1:40:48 1:26:24 1:12:00 0:57:36 0:43:12 0:28:48 0:14:24 0:00:00 6 6 5 06 06 06 6 5 6 06 05 5 06 -0 -0 -0 l-0 -0 r-0 -0 n- n- g- b- p- p- ay ar ov ct ec Ju Ap Ja Ju Au Fe Se Se O M M N DSource: Nielsen//NetRatings NetView Service
  19. 19. Loyalty Indicators Site Share of Active Days % Retention Rate % AP 14 49 CNN 25 58 LA Times 10 37 MSNBC 21 58 NPR 10 27 USA Today 14 46 WSJ Online 12 31 Yahoo! News 25 66Source: Nielsen//NetRatings NetView Service. Work, September 2006
  20. 20. EngagementSource: Nielsen//NetRatings NetView Service. Work, September 2006
  21. 21. Visitors To General News Sites Frequently Provide Advice On… 135 134 130 128 126 125 120 Index 116 115 110 105 Politics / Current Online Shopping Internet Content & Financial Events Services InformationSource: Nielsen//NetRatings @Plan Service, Fall 2006
  22. 22. Visitors To General News Sites Enjoy The Finer Things… 140 140 135 130 128 125 125 125 125 123 Index 120 115 110 Political/Community Museum/Art Gallery Gourmet food - Wine Cultural/Historic Sites Independent Event (last 30 days) (last 30 days) Heavy Spending Collecting/Tasting (vacation last 2 (movies/rented/last (p/online/6mo.) years) 30 days)Source: Nielsen//NetRatings @Plan Service, Fall 2006
  23. 23. Visitors to General News Sites Just Can’t Get Enough News… 160 154 140 140 130 122 124 120 100 80 Index 60 40 20 0 Any New s Weeklies Political (TV programs, last National New s - Cable (TV E-mail New sletter - ConsumerReports.org (magazine, last 7 days) 7 days) programs, last 7 days) Read/Signed up (Last 30 (paid subscription) days)Source: Nielsen//NetRatings @Plan Service, Fall 2006
  24. 24. Broadband is More Prevalent 80% 75% 70% 65% 60% 55% 50% Sep- Oct- Nov- Dec- Jan- Feb- Mar- Apr- May- Jun- Jul- Aug- Sep- 05 05 05 05 06 06 06 06 06 06 06 06 06Source: Nielsen//NetRatings NetView
  25. 25. More Users, More UsageSource: Nielsen//NetRatings NetView
  26. 26. Growth in Video ContentWall St. Journal – 10/07/06
  27. 27. Emergence of “My.Internet” or “Web2.0”• “My.Internet” are websites that put the control of the content, either user generated or not, in the hands of the consumers. These sites allow consumers to define their own online experience through technology such as RSS or content genres such as blogs and social networking.
  28. 28. Key Questions• “Who the heck are these kids?”• “What are they really looking for in a website?”• “Oh man, does this mean I have to advertise to them differently?”• “Do I have to worry about how they feel about my site? Please say no...”
  29. 29. So Who Are These People?• Clicked on an online advertisement• Downloaded a full length video, such as a TV show or movie• Downloaded a podcast• Downloaded a video clip• Listened to streaming audio• Made a podcast• Participated in an online community, such as MySpace, Friendster, LinkedIn or Facebook• Posted a blog• Read a blog• Read an RSS feed• Watched streaming video
  30. 30. What Are They Saying?Now that’s what I call newmedia Dude, I was doing that in 2003 You are so, like, 2000 Ill Do Nothing My.Internet: Old, New Media: And Like It: 16% 37% 47%
  31. 31. How Are They Consuming Media Online? Metric: Index against overall respondent average 471 My.Internet Old, New Media Ill Do Nothing And Like It 402 355 248 216 200 199 166 171 160 137 97 Average 64 50 15 13 12 13 21 0 10 Downloaded a full Downloaded a Downloaded a Listened to Made a podcast Read an RSS feed Watched length video podcast video clip streaming audio streaming videoSource: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300
  32. 32. For The Most Part My.Internet Likes The Same Sites As Everyone Else Q: What is your favorite news and information website? (Open ended) My.Internet Old, New Media Ill Do Nothing And Like It MSNBC 24% MSNBC 30% MSNBC 21% Other News 19% Other News 18% Other News 22% Yahoo! 16% Yahoo! 14% Yahoo! 15% CNN 16% CNN 13% CNN 10% Fox News 6% Fox News 6% Fox News 10% Google News 5% Google News 2% Google News 3% AOL News 5% AOL News 3% AOL News 4% ESPN 2% ESPN 0% ESPN 0% WPNI 1% WPNI 0% WPNI 0% USA Today 1% USA Today 1% USA Today 2% CBS News 1% CBS News 1% CBS News 4% Ask.com 1% Ask.com 1% Ask.com 1% ABC News 1% ABC News 4% ABC News 2% WebMD 1% WebMD 1% WebMD 1% Drudge 1% Drudge 1% Drudge 0% Comcast 1% Comcast 3% Comcast 2% BBC News 1% BBC News 0% BBC News 1% Other ISP 0% Other ISP 1% Other ISP 1% NYTimes 0% NYTimes 2% NYTimes 1% Excite 0% Excite 1% Excite 0%Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300
  33. 33. Loyalty, However, Is Not Their Strong Suit Metric: Number of News and information sites visited by visitor to “Brand A” Del.icio.us 63.9 Flickr 31.2 Digg.com 30.0 YouTube 25.4 Topix.net 24.5 Facebook 22.0 Frappr! 21.8 MySpace 19.1 General News/Information Category 17.3Source: Nielsen//NetRatings Netview Service. Work, April 2006
  34. 34. Enable The Mash-Up…
  35. 35. …And This Is What You Get
  36. 36. Key Finding: Be Not Afraid• There is a new class of Internet users, but it turns out that they are pretty much the same as the old ones.• They… – Are younger and more internet media centric – Are more engaged – Less loyal than average – Seem to like the same sites as everyone else• For Publishers: The winners will let them be in control of both content and their advertising experience.
  37. 37. The Effects Of RSS On News Sites• What The Heck Is RSS Doing To My Site? “I used RSS as a novelty at first, now find the data aggregation it provides time saving. I have a couple of sites I trust, but I’ve been expanding.”
  38. 38. Key Finding• While RSS has different affects depending on specific site strategy, there appear to be two constants in the way RSS use changes the ways consumers interact with media properties online. 1. At least in the initial period of use, RSS seems to increase overall media engagement. This includes with familiar sites, as well as broadening site use to sites outside of the top 20 media properties. 2. Although the reason is unclear, those consumers who use RSS seem to have less overall satisfaction with the media sites that they do visit.
  39. 39. RSS Users Aggressively Use Current Events and Global News InformationMetric: Minutes per month Current Events & Global News 178 58 Special Interest News 36 22 Directories/Local Guides 21 19 RSS 22 Control Weather 14 Research Tools 14 10 Multi-category News & Information 8 7
  40. 40. RSS Users Tend To Visit 3 Times As Many News Sites As Non-UsersMetric: Average number of Current Events and Global News sites visited in a month 10.6 3.4 RSS Control
  41. 41. While They Still Read The Top Media Sites, RSS Users Expand Outside Of The Top 20Metric: Visits per person per month 35 60% 32 Top 20 News/Information Sites 30 51% All Other News/Information Sites 50% "Other" as a percentage of "Top 20" 25 40% 20 36% 16 30% 15 11 20% 10 4 10% 5 0 0% RSS Control
  42. 42. Most RSS Users Do Not Even Know They Are Using RSSMetric: Percent of behavioral RSS users who answer that they use RSS 17% Aware RSS User Unaware RSS User 83%
  43. 43. RSS Awareness is Reflected in Length Of Online Tenure and Gender Uses RSS Yes No 78% Male 48% Online before ’94 46% College Grad+ 25% $100k +Aware Of RSS Use 17% Uses Gecko Engine Web BrowsersYes (FireFox, Netscape etc) 17% 18 to 34 Years Old 54% Male 46% Male 36% Online before ’94 34% Online before ’94 53% College Grad+ 43% College Grad+No 27% $100k + 22% $100k + 15% Uses Gecko Engine Web Browsers 5% Uses Gecko Engine Web Browsers (FireFox, Netscape etc) (FireFox, Netscape etc) 25% 18 to 34 Years Old 16% 18 to 34 Years Old
  44. 44. Unaware Users Frequently View RSS As Going to The Source Itself Q: When you read news online, which of the following sources do you use to read a news story most often? (please select one) Unaware RSS Aware RSS User User Not A RSS User The source itself 24% 32% 35% A site that brings together a 18% 30% 31% number of news sources A site that allows me to 17% 21% 16%personalize the news sources I seeA RSS reader either built into your 28% 0% 0% browser or as an application A search engine 6% 9% 9% Email newsletters 4% 5% 6% Other 4% 4% 3%
  45. 45. Even Those Who Are Unaware of Use Are Influencers Q: To what degree do each of the following statements apply to you? Please rate each on a scale from 1 to 10 [Top 3 Box] Unaware RSS Aware RSS User User Not A RSS UserI am more comfortable with technology than 41% 34% most of the people I know 59% I frequently send links to new interesting 29% 22% websites to friends and family 38% I frequently send links to news stories to 28% 20% friends and family 34% I typically buy new technology before 39% 21% 18% friends and family I typically sign up for or download new 38% 24% 16% Internet services before friends and family I frequently send links to interesting new 33% 19% 20% products to friends and family People come to me to find out about new websites 28% 17% 14%I frequently access the Internet from devices other than a laptop or desktop computer 11% 9% 7%
  46. 46. All RSS Users Are “Newsies”Q: When you go online for news and information, which of the following types of information do you typicallyread? (please select all that apply) 90% 80% Aware RSS User 70% Unaware RSS User 60% Not A RSS User 50% 40% 30% 20% 10% 0% Blogs Editorial International Business Politics Technology National “Front Breaking and Science Page” news news
  47. 47. Availability Is Key, However Aware Users Look To Search, While Unaware Users Look For TimelinessQ: Why do you use the Internet for news and information (please select all that apply) 90% 80% Aware RSS User 70% Unaware RSS User Not A RSS User 60% 50% 40% 30% 20% 10% 0% Available 24 Easy to Most up to Wide variety Amount of Can be Entertaining Like certain hours a day search date news of sites / information personalized sections / sources available columnists
  48. 48. The Role Of Greater Awareness In The RSS User Experience RSS Efficiency Awareness Develops Content Saturation ReachedLevels of Engagement Content Equilibrium Reached Content Added Aggressively RSS Reader Use My Yahoo! Use No Awareness Moderate Awareness Full Understanding
  49. 49. Take Aways…• Relationship – RSS undeniably changes the ways consumers interact with a media property. While some sites have seen great benefits from RSS functionality, others are clearly being hurt. Perhaps the greatest beneficiaries of RSS may be sites outside of the Top 20 properties, which should continue to see increased usage from RSS traffic.• The Future – Current evidence suggests that near-term effects may not last. As consumers become more comfortable with RSS they seem to be using it to streamline their online experience, rather than broadening it.
  50. 50. Questions?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×