This white paper discusses why a successful paywall strategy is necessary for publications to sustain themselves in the digital era. As content moves online and is increasingly consumed for free on various devices, publications must find ways to monetize their content through online subscriptions. A paywall allows publications to generate sustained revenue streams from readers through automated transactions, subscriptions and renewals. However, paywalls also carry risks like reducing traffic and discoverability if not implemented properly. The paper outlines different paywall models and stresses the importance of balancing paid and free content to retain readers while also generating new subscription revenues.
This document discusses online advertising strategies and techniques. It describes how Procter & Gamble (P&G) uses a multi-pronged online advertising approach, including building communities around its products and collecting consumer data, to compete effectively. P&G's strategy helps increase brand awareness cost-effectively. The document also outlines various online advertising methods, such as banners, email, and viral marketing, and how success can be difficult to measure quantitatively.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
This document discusses digital media buying and how artificial intelligence (AI) can optimize the process. It explains that AI can analyze user behavior at an individual level in real-time, optimizing decisions across many variables simultaneously for maximum return on investment. The approach presented uses AI and big data to identify high-value opportunities and apply learnings at the impression level through predictive modeling to automatically optimize campaigns toward high-performing audiences, messaging, and contexts. Harnessing AI and continuous integration of insights allows for improved marketing ROI across web, mobile, video and social channels.
The document introduces the concept of a "Platform Marketer" who has the skills needed to leverage audience platforms and addressability at scale. A Platform Marketer wears many hats including being an audience platform expert, programmatic media buyer, addressability expert, and more. They represent a shift from traditional marketers by having skills in data, digital media buying, real-time optimization, and integrating consumer experiences across channels at the individual level.
The Rise of Creative in a Programmatic WorldCeltra Inc
As marketers move away from a click-centric worldview and look increasingly at engagement, they’re holding their breath to see if new high-touch ad formats will deliver. For nearly all marketers (92%), creative messaging is more important than ever, even within digital display ads. More than half of respondents plan to increase the portion of their display budgets devoted to creative resources. However, to commit even more of their budgets to creative, marketers must see better user experience of display ads and quality/ease of ad serving.
"The Evolution of Digital Media Planning" presented by Joe Pych at Aspen Group Meeting / iMedia Agency Summit on May 3, 2015 at Terranea Resort in Rancho Palos Verdes, CA. Bionic believes that in a post-programmatic advertising world, media planning will evolve to include full-cycle marketing performance management.
Behavioral Targeting and Dynamic Content creationSimon Hjorth
Behavioral targeting uses information about individuals' online behavior to select personalized advertising messages. It allows marketers to improve targeting and maximize returns. AdPeople helps clients set up behavioral targeting programs through services like data management, dynamic creative content, and media partnerships. Case studies show behavioral targeting can significantly increase conversion rates and returns on ad spending.
This document discusses online advertising strategies and techniques. It describes how Procter & Gamble (P&G) uses a multi-pronged online advertising approach, including building communities around its products and collecting consumer data, to compete effectively. P&G's strategy helps increase brand awareness cost-effectively. The document also outlines various online advertising methods, such as banners, email, and viral marketing, and how success can be difficult to measure quantitatively.
• Stating the case for display as a relevant advertising strategy
• Campaign planning and KPIs to measure
• Pricing and ad units to consider
• Targeting tactics and retargeting overview
• Mobile web and app campaigns
• Campaign optimization strategies
• A tour of the Google Display Network platform
• B2B topics; lead nurturing, native advertising, LinkedIn advertising
• Display measurement; View-throughs, attribution modeling
This document discusses digital media buying and how artificial intelligence (AI) can optimize the process. It explains that AI can analyze user behavior at an individual level in real-time, optimizing decisions across many variables simultaneously for maximum return on investment. The approach presented uses AI and big data to identify high-value opportunities and apply learnings at the impression level through predictive modeling to automatically optimize campaigns toward high-performing audiences, messaging, and contexts. Harnessing AI and continuous integration of insights allows for improved marketing ROI across web, mobile, video and social channels.
The document introduces the concept of a "Platform Marketer" who has the skills needed to leverage audience platforms and addressability at scale. A Platform Marketer wears many hats including being an audience platform expert, programmatic media buyer, addressability expert, and more. They represent a shift from traditional marketers by having skills in data, digital media buying, real-time optimization, and integrating consumer experiences across channels at the individual level.
The Rise of Creative in a Programmatic WorldCeltra Inc
As marketers move away from a click-centric worldview and look increasingly at engagement, they’re holding their breath to see if new high-touch ad formats will deliver. For nearly all marketers (92%), creative messaging is more important than ever, even within digital display ads. More than half of respondents plan to increase the portion of their display budgets devoted to creative resources. However, to commit even more of their budgets to creative, marketers must see better user experience of display ads and quality/ease of ad serving.
"The Evolution of Digital Media Planning" presented by Joe Pych at Aspen Group Meeting / iMedia Agency Summit on May 3, 2015 at Terranea Resort in Rancho Palos Verdes, CA. Bionic believes that in a post-programmatic advertising world, media planning will evolve to include full-cycle marketing performance management.
Behavioral Targeting and Dynamic Content creationSimon Hjorth
Behavioral targeting uses information about individuals' online behavior to select personalized advertising messages. It allows marketers to improve targeting and maximize returns. AdPeople helps clients set up behavioral targeting programs through services like data management, dynamic creative content, and media partnerships. Case studies show behavioral targeting can significantly increase conversion rates and returns on ad spending.
This document provides an overview of traction channels that a startup can use to get customers. It discusses viral marketing, PR, search engine marketing, social ads, content marketing, sales, affiliate programs, speaking engagements, and community building as potential channels. The key recommendation is to brainstorm, rank, prioritize, and test various channels to find what generates traction, then focus on improving that channel. It emphasizes the importance of getting customers early on and testing approaches continuously.
This document provides an overview of traction channels that a startup can use to get customers. It discusses viral marketing, PR, search engine marketing, social ads, content marketing, affiliate programs, speaking engagements, and community building as potential channels. The key recommendation is to brainstorm, rank, prioritize, and test various channels to find what generates traction, then focus on improving that channel. It emphasizes testing strategies to determine what works best rather than focusing solely on product development.
Presented by Ashley Sobel: July 26, 2016
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
Presented on 2.24.2015.
This deck - focused on all things Programmatic at TMK - was presented at our most recent "Come See What I'm Working On" session.
This document defines key terms related to online advertising operations. It defines common ad formats like banners and buttons. It also defines important concepts like ad serving, ad networks, click-through rates, and pricing models like cost-per-mille (CPM), cost-per-click (CPC), and cost-per-action (CPA). The document is intended as a basic dictionary for those new to online ad operations.
Digital advertising is an essential part of marketing budgets and has seen growth in channels like mobile, social media, and video. The industry faces challenges from the evolving landscape with diversified channels and personalized strategies. To realize the full potential, enterprises must understand the importance of adapting faster through accelerated customer service strategies.
How to become successful with Digital Marketing PlatformsHippo
How to become successful with Digital Marketing Platforms
Like this presentations? Upcoming webinars and videos on brighttalk.com/channel/14093/hippo-cms
Three Gaps In Your Ad Data: You Don't Know What You Don't KnowCompete
This document discusses the limitations of using only internal analytics tools to measure advertising campaigns. It argues that these tools provide an incomplete picture and do not account for factors outside of a company's direct reach. A consumer panel is able to provide a more holistic view of campaign metrics like reach, frequency, and incremental gains in areas like market share and conversions. It can measure outcomes across multiple sites and audiences that may have been exposed but not directly reached, in order to optimize spending and understand true returns on advertising investments.
This presentation will covered the display advertising ecosystem & how display bought & sold, including overview of key players & concepts like, Real Time Bidding, Ad Exchanges, Demand Side Platforms, Data Management Platforms & Ad Servers.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
1. The document discusses principles of internet marketing, including how e-marketing differs from traditional marketing and takes advantage of new opportunities online like one-to-one communication and customer integration.
2. It outlines advantages of e-marketing like lower costs, global reach, and new ways to create value and competitive advantages through rearranging supply chains and finding ways to bypass intermediaries.
3. A new paradigm of open, collaborative innovation is emerging where customers help drive product innovation and promotion through community involvement, reducing risk for companies.
Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
Netplus: 10 Ways Search Retargeting Will Transform Your BusinessNetplus
This document discusses how search retargeting can transform businesses. It begins with defining search retargeting as using search query histories to target display ads. It then provides tips for launching a successful search retargeting program, including clear objectives, testing, and analytics. Finally, it outlines 10 ways search retargeting can transform a business, such as optimizing spending, improving ad relevancy, and providing competitive targeting opportunities. The key takeaways are that search retargeting is a hybrid model combining search intent data with display targeting, and requires an integrated approach across tactics for optimal ROI.
Simply main new_developments_in_targeting_technologyNana Bianca
The document discusses new developments in online advertising targeting technology. It describes how targeting has expanded with more specialized services like DSPs, SSPs, and behavioral targeting specialists. It also discusses how targeting techniques have advanced, including Simply's Cluster targeting technology which groups users based on their online behavior and performance to find similar users. The document promotes Simply's platform as providing all of these specialist services and targeting techniques in one system for advertisers and publishers.
Programmatic creatives - The near future of Digital MarketingNandan S Kedlaya
With increasing competition in the world of opportunities, it is clear that ingenuity is what matters. The article talks about Programmatic Creatives and its benefits to the digital world of advertising. The fact that these technologically advance set of creatives allow you to infuse creatives with real-world data from all kinds of first and third-party data sources makes it a lot more effective to reach the right customers.
The second section to this series covers information about programmatic buying digital audio. Here you'll find: facts of programmatic buying, tips to improve campaigns, trends and more.
A hard paywall is a type of access control used by publishers to restrict access to their digital content, such as news articles or academic research papers. With a hard paywall, readers are required to pay a fee or subscribe to access the content, and they are typically prevented from accessing any part of the content without doing so.
Ad networks have evolved significantly in recent years and can be classified as either large tier 1 networks such as Google and Yahoo or smaller tier 2 networks, with the large networks focusing on high quality traffic and premium customers while smaller networks target unbranded customers. Ad networks differentiate themselves through tactics related to technology and targeting, compliance and forensics, compelling creative content, and extensive reach. Behavioral retargeting, which serves ads to people who have previously engaged with a brand online, is one of the most effective targeting tactics used by ad networks.
Cost Per Hour: Using a Time-Based Currency for Digital AdvertisingNikul Sanghvi
- Cost Per Hour (CPH) is a new proposed currency for digital advertising that values ad exposure time instead of just impressions. This allows publishers to distinguish high-value impressions that drive branding objectives like awareness.
- Using predictive analytics, publishers can target impressions that provide more exposure time and sell them to brand advertisers as "hours" to be delivered in fewer impressions than typical campaigns.
- Measurement tools like Chartbeat can track the active exposure time of ads on pages to support a CPH currency, accounting only for time when ads are visible and users are actively engaged.
This document provides an overview of traction channels that a startup can use to get customers. It discusses viral marketing, PR, search engine marketing, social ads, content marketing, sales, affiliate programs, speaking engagements, and community building as potential channels. The key recommendation is to brainstorm, rank, prioritize, and test various channels to find what generates traction, then focus on improving that channel. It emphasizes the importance of getting customers early on and testing approaches continuously.
This document provides an overview of traction channels that a startup can use to get customers. It discusses viral marketing, PR, search engine marketing, social ads, content marketing, affiliate programs, speaking engagements, and community building as potential channels. The key recommendation is to brainstorm, rank, prioritize, and test various channels to find what generates traction, then focus on improving that channel. It emphasizes testing strategies to determine what works best rather than focusing solely on product development.
Presented by Ashley Sobel: July 26, 2016
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Presented by Annie McAndrews: July, 25, 2017
Everyone is searching, but who knows exactly what they’re looking for? Paid search allows advertisers to step in and help point users in the right direction. In this class, we’ll discuss how paid search works and why it should be a part of your client’s digital strategy. We’ll also review the different ways advertisers utilize paid search to help us find the object of our desire, be it shoes, burritos, or even a college degree.
Presented on 2.24.2015.
This deck - focused on all things Programmatic at TMK - was presented at our most recent "Come See What I'm Working On" session.
This document defines key terms related to online advertising operations. It defines common ad formats like banners and buttons. It also defines important concepts like ad serving, ad networks, click-through rates, and pricing models like cost-per-mille (CPM), cost-per-click (CPC), and cost-per-action (CPA). The document is intended as a basic dictionary for those new to online ad operations.
Digital advertising is an essential part of marketing budgets and has seen growth in channels like mobile, social media, and video. The industry faces challenges from the evolving landscape with diversified channels and personalized strategies. To realize the full potential, enterprises must understand the importance of adapting faster through accelerated customer service strategies.
How to become successful with Digital Marketing PlatformsHippo
How to become successful with Digital Marketing Platforms
Like this presentations? Upcoming webinars and videos on brighttalk.com/channel/14093/hippo-cms
Three Gaps In Your Ad Data: You Don't Know What You Don't KnowCompete
This document discusses the limitations of using only internal analytics tools to measure advertising campaigns. It argues that these tools provide an incomplete picture and do not account for factors outside of a company's direct reach. A consumer panel is able to provide a more holistic view of campaign metrics like reach, frequency, and incremental gains in areas like market share and conversions. It can measure outcomes across multiple sites and audiences that may have been exposed but not directly reached, in order to optimize spending and understand true returns on advertising investments.
This presentation will covered the display advertising ecosystem & how display bought & sold, including overview of key players & concepts like, Real Time Bidding, Ad Exchanges, Demand Side Platforms, Data Management Platforms & Ad Servers.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
1. The document discusses principles of internet marketing, including how e-marketing differs from traditional marketing and takes advantage of new opportunities online like one-to-one communication and customer integration.
2. It outlines advantages of e-marketing like lower costs, global reach, and new ways to create value and competitive advantages through rearranging supply chains and finding ways to bypass intermediaries.
3. A new paradigm of open, collaborative innovation is emerging where customers help drive product innovation and promotion through community involvement, reducing risk for companies.
Presented to the Miami Ad School by Brandon Schifrien: August 8, 2017
A topline overview of programmatic media, along with a description of why creatives should understand what it is and how it impacts them (DCO). The latter half of the presentation includes a brief overview of DCO, before concluding with key takeaways from the presentation.
Netplus: 10 Ways Search Retargeting Will Transform Your BusinessNetplus
This document discusses how search retargeting can transform businesses. It begins with defining search retargeting as using search query histories to target display ads. It then provides tips for launching a successful search retargeting program, including clear objectives, testing, and analytics. Finally, it outlines 10 ways search retargeting can transform a business, such as optimizing spending, improving ad relevancy, and providing competitive targeting opportunities. The key takeaways are that search retargeting is a hybrid model combining search intent data with display targeting, and requires an integrated approach across tactics for optimal ROI.
Simply main new_developments_in_targeting_technologyNana Bianca
The document discusses new developments in online advertising targeting technology. It describes how targeting has expanded with more specialized services like DSPs, SSPs, and behavioral targeting specialists. It also discusses how targeting techniques have advanced, including Simply's Cluster targeting technology which groups users based on their online behavior and performance to find similar users. The document promotes Simply's platform as providing all of these specialist services and targeting techniques in one system for advertisers and publishers.
Programmatic creatives - The near future of Digital MarketingNandan S Kedlaya
With increasing competition in the world of opportunities, it is clear that ingenuity is what matters. The article talks about Programmatic Creatives and its benefits to the digital world of advertising. The fact that these technologically advance set of creatives allow you to infuse creatives with real-world data from all kinds of first and third-party data sources makes it a lot more effective to reach the right customers.
The second section to this series covers information about programmatic buying digital audio. Here you'll find: facts of programmatic buying, tips to improve campaigns, trends and more.
A hard paywall is a type of access control used by publishers to restrict access to their digital content, such as news articles or academic research papers. With a hard paywall, readers are required to pay a fee or subscribe to access the content, and they are typically prevented from accessing any part of the content without doing so.
Ad networks have evolved significantly in recent years and can be classified as either large tier 1 networks such as Google and Yahoo or smaller tier 2 networks, with the large networks focusing on high quality traffic and premium customers while smaller networks target unbranded customers. Ad networks differentiate themselves through tactics related to technology and targeting, compliance and forensics, compelling creative content, and extensive reach. Behavioral retargeting, which serves ads to people who have previously engaged with a brand online, is one of the most effective targeting tactics used by ad networks.
Cost Per Hour: Using a Time-Based Currency for Digital AdvertisingNikul Sanghvi
- Cost Per Hour (CPH) is a new proposed currency for digital advertising that values ad exposure time instead of just impressions. This allows publishers to distinguish high-value impressions that drive branding objectives like awareness.
- Using predictive analytics, publishers can target impressions that provide more exposure time and sell them to brand advertisers as "hours" to be delivered in fewer impressions than typical campaigns.
- Measurement tools like Chartbeat can track the active exposure time of ads on pages to support a CPH currency, accounting only for time when ads are visible and users are actively engaged.
DM is very essential in today's environment. these slides deals with the various techniques of digital marketing. It is a highly challenging environment. Dealing with complexities is an ongoing business. meeting the requirements of changing customer needs is absolutely necessary in todays marketing. these slides addresses the same.
Viewable Impressions Metric As The Industry StandardMARC USA
TargetCast talks about establishing principles for future measurement: moving from ad served impressions to a viewable impressions metric as the industry standard.
The document discusses various revenue optimization strategies for online publishers. It outlines how publishers can leverage audience fragmentation to target specific demographic groups and present them to advertisers. It then describes different advertising models like CPC, CPM, CPA that publishers can use to monetize content. The document also discusses newer strategies like native advertising, programmatic advertising and real-time bidding that publishers are adopting to maximize revenues.
Pathfinder Software LLC is a Chicago-based scientific research and development company specializing in medical device software. The document proposes a content strategy to improve Pathfinder's online presence and better target potential B2B customers. It recommends developing case studies, white papers, and a blog to demonstrate expertise, highlight differentiators, and engage existing customers on industry issues. A review finds opportunities to enhance key sections of Pathfinder's website through more detailed content, updated imagery, and regular blogging. The proposal aims to position Pathfinder as an authority and distinguish its offerings in the competitive medical device software field.
Một số chiến thuật Affiliate Marketing có thể thúc đẩy doanh sốMarketingTrips
Trong bối cảnh thị trường bất ổn, người làm marketing cần không ngừng sáng tạo ra những phương thức marketing mới để thúc đẩy hiệu suất. Affiliate Marketing là chiến lược mà doanh nghiệp nên áp dụng.
The document provides an overview of digital marketing and various digital marketing strategies. It discusses email marketing, programmatic marketing, influencer marketing, WiFi hotspots marketing, and social media marketing. For each strategy, it describes how to segment audiences, create relevant content, optimize delivery, track performance, and adjust campaigns accordingly. The key advantages highlighted are precision targeting of audiences and cost-efficient delivery of messaging.
The content marketing and PR/SEO Guide prepared by Adriaan Brits and heralded by the Chamber of Commerce as the top pick for PR in 2023/24, serves as an essential playbook for SMEs looking to scale their public relations efforts effectively in the digital age. With over a decade of rigorous testing and collaboration with leading CMOs, Sitetrail has developed innovative systems like NEWSPASS to tackle the challenges and seize the opportunities within digital ecosystems, including Google Search and news feeds like Google, Apple, and Bing News.
The guide emphasizes the importance of creating genuine, authentic, and educational editorial content that is non-promotional in nature. It advises against the duplication of content across multiple sites, recommending instead the production of unique versions for each outlet and the strategic placement of links to enhance credibility and appeal to Google's algorithms. The success plan outlined suggests a 12-month strategy with quarterly reviews and a diversified approach to distributing news content across high-quality sites.
Sitetrail advocates for the use of its system alongside existing PR platforms to avoid content duplication and ensure a healthy mix of channels. The guide covers a comprehensive agenda, including an introduction to online PR for SMEs, the value of referral traffic, crafting a content calendar, mastering newsjacking with examples, diverse content strategies, geographical targeting, intercepting competitor traffic, keyword research, leveraging Sitetrail's solutions, integrating social media, SEO best practices for news articles, measuring success, crisis management, and future trends in online PR.
This strategic content marketing guide is a call to action for businesses to adapt the shared strategies, channels, and tactics to their unique cases, encouraging teamwork and innovative thinking to fully leverage the potential of online PR. It underscores online PR as a game-changer for SMEs, offering a more affordable and impactful alternative to traditional marketing channels and pay-per-click advertising, provided they adhere to the crucial link and style guidance provided for success in pleasing Google and editors.
Impact of Adblockers on Yahoo's Advertising Revenue by Siddhesh PatilSiddhesh Patil
This is a strategic analysis project where we discussed what Yahoo can do to negative the repercussions of Adblockers.
Yahoo's revenue had been greatly affected by increased adoption of Adblockers. This project discussed the aniticipated effects of having our strategy in place and measurement metrics for the same.
The document discusses various topics related to digital advertising, including ad networks, trading desks, audience extension, and publisher trading desks. It provides information on each topic, such as that ad networks are facing challenges from trading desks, trading desks optimize advertisers' budgets through real-time bidding, audience extension allows advertisers to reach audiences beyond a publisher's site, and publisher trading desks allow publishers to leverage their first-party audience data to buy inventory and extend their audiences.
PubMatic White Paper: Lessons learned in header biddingIAB Europe
Amidst all the major headwinds in the digital media and advertising world, the subject of header bidding has been persistently at the heart of many industry conversations. To level-set, header bidding is a programmatic advertising tactic implemented by a publisher to attract more bids on its ad inventory, which can drive ad revenue growth significantly.
Digital Advertising Lecture for Advanced Digital & Social Media Strategy at U...Valters Lauzums
Digital advertising, or paid media, encompasses the strategic deployment of online advertisements to reach target audiences efficiently and effectively. This includes any digital platform that supports advertising to deliver unique messages for any objective. Understanding the mechanics of digital advertising platforms, along with insights into audience behaviors and preferences, allows marketers to optimize their ad spend and achieve significant engagement and conversion rates. This lecture is for Advanced Digital & Social Media Strategy (MGMTX 466.05) at UCLA Extension.
Digital out-of-home advertising (DOOH) offers several advantages over static posters, but determining its value depends on many factors. DOOH allows for [1] precise targeting of audiences through daypart buying and copy scheduling. It also enables [2] multiple creative executions, [3] variable campaign durations, and [4] fast copy changes. However, assessing the value of DOOH versus static posters requires considering location, environment, format, and goals of the specific advertiser and campaign.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads, and OTT advertising. Connected TV advertising made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
Expose your brand to the world with interactive connected tv ads, multi-channel marketing, smart tv ads and OTT advertising. Connected TV advertising made simple with cross-channel cookie-less conversions. Visit 9MediaOnline.com now.
Similar to KREATIO-WHITE-PAPER----PAYWALL.PDF (20)
1. White Paper
Why a publication cannot do without a
successful Paywall strategy
Why a publication cannot do without a successful Paywall strategy
2. Executive Summary
The evolving nature of online publishing and readership brings into focus two important aspects that are relevant to the
sustenance of the industry.
One, content publishers are recognising the exponential growth of online consumers. And two content is increasingly being
consumed from a diverse range of mobile devices (smartphones, tablets and others), largely for free.
The transition hasn’t been smooth, though. Creating premium content demands high investment of time and resources. But
financial returns from online consumption have been minimal at best. With the massive growth of online consumption, it is
inevitable for legacy publications and online-only publishers to explore sure ways of monetising their content. They are looking
to retain and extract new online subscription revenues without affecting website traffic or disappointing advertisers’
expectations or alienating loyal readers.
Why a Paywall strategy is inevitable for publishers in order to extract new
revenues and prosper in the online economy
White Paper Why a publication cannot do without a successful Paywall strategy
kreatio.com
3. This white paper crisply explains:
Why it is inevitable for publishers to monetise online content
How publishers can implement a successful Paywall strategy without disappointing readers and advertisers
What kind of publications may or may not need a Paywall
The risks that affect a publication when behind a Paywall
White Paper Why a publication cannot do without a successful Paywall strategy
kreatio.com
4. Why does a publication need a Paywall?
The world over, content is being increasingly consumed online, and most often, for free. But providing content for free is
unsustainable in the long run for any media house, however big or diversified. The primary business challenge is to evolve a
model wherein the reader will be agreeable to pay for good content and analysis.
To facilitate online payment from readers, the publication needs a sound Paywall infrastructure which automates the entire
process of transaction, bundling, subscription, reminder and renewal.
That a Paywall is absolutely necessary for the publication industry is a foregone conclusion. That said, some of the strategic
issues related to Paywall are:
Strategic need: With the perennial fragmentation of audiences across geographies, media houses have realised the need to
rely less on advertising and more on paying subscribers as a primary source of revenue. Between 2006 and 2014, global
news publications lost approximately $30 billion in advertising. Clearly, the industry needs a long term and sustained revenue
stream beyond advertising.
However, the positive aspect in this uncontrolled transition is that consumers are willing to pay for good content. Importantly,
Paywall puts a real value to the editorial content that is produced quite painstakingly.
Strategic clarity: Once a publication agrees on the need for a Paywall, it needs to gain clarity on the following points:
Does the publication have a clear perspective of its content’s real and perceived value? Is the value proposition
compelling enough for the reader?
Has the publication conducted formal research on the readers’ willingness to pay? And how much?
White Paper Why a publication cannot do without a successful Paywall strategy
kreatio.com
5. Audience engagement: Apart from the revenue generation angle, a Paywall is an integral part of the audience engagement
process.
Can the publication strike an optimal balance between paid and free content so that high value readers are ready to pay
for premium content and at the same time retain average readers can enjoy free content?
What is the impact it will have on the publication’s topline and bottomline? Will it lead to loss of readership and ad
revenue? Can the new revenues match up or exceed existing revenues in the near and long term?
Is the publication willing to invest in the Paywall technology for the long term?
Reader relationships: A Paywall helps in building a long term relationship with readers. One can extract deep insights
into user and market behaviour that in turn help in developing more relevant, targeted and customised content
products. These include time spent on an article, duration of the visit, the sharing pattern, propensity to comment and
similar interactive behaviour
Sharing information: A Paywall set up conveys a seriousness of intent and entices users to submit their demographic
and psychographic information in exchange for high quality analysis and content
Global reach: The Paywall helps in reaching global readers who value a publication’s content beyond the reach of
immediate print geographies
Pulse of the audience: Newsroom professionals know how the audience is interacting with the website content in real
time and consequently tailor stories that are liked
Access means: The Paywall infrastructure helps in knowing the hardware aspects like the users’ access platforms,
formats, likely locations and time zones
White Paper Why a publication cannot do without a successful Paywall strategy
kreatio.com
6. Paywall: Components, requirements and flavours
The Paywall platform is a part of user experience and is related to functional/technical design and suitability to the
publication. From enabling specific parts of a website to one-time pay-per-view articles to total wall, Paywall models come in
various types and flavours. Arriving at a successful formula for a publication calls for positive intersection of several factors,
among them:
Reader acceptance: A Paywall should work in a way such that reader loyalty is maintained without diluting the website traffic.
Multi-site and multi-tier bundling: The model should be able to support multiple layers, like:
Multiple bundles: Individual, institutional, trial
Multiple tiers: Free, premium, freemium or metered
Pay-per-view: A reader should be able to pay for one-time access of textual or visual content
Power and flexibility: The chosen model should be powerful enough to enable the publication create any number of
products with different combinations. It should be able to set different rules for different sets of readers.
Setting reminders: This is perhaps one of the more critical aspects of a Paywall system. The system needs to be automated
to keep track of expiring subscriptions and send reminder mailers for renewals. The revenue loss from a subscriber who does
not renew membership is far more impactful than gaining a new subscriber.
Seamless integration: The Paywall solution needs to integrate well with the publication’s other systems – storage, CRM,
apps, payment gateways, fulfilment and others. It should also work alongside with revenue streams from print and
advertising, and manage the transition.
Compliance: The model should comply with search engine guidelines ensuring that the publication maintains its search
engine rankings. Conventionally, contents behind a Paywall are not spidered by search engines and this affects website
rankings.
White Paper Why a publication cannot do without a successful Paywall strategy
kreatio.com
7. Risks for a Paywall-based publication
Failure management: The Paywall model should be as convenient as plug-and-play. A publication should be able to disable
it at will depending on internal or external circumstances.
Future readiness: The chosen model should not only meet immediate requirements but also evolve with growing business
and technology needs.
The secret sauce of a successful Paywall strategy is to develop the right editorial mix that takes into consideration the
interests of both readers and advertisers. If incorrectly executed, a Paywall strategy can misfire and cause substantial
damage to readership loyalty and brand equity.
A publication needs to be aware of the possible pitfalls in the course of executing its Paywall strategy.
Editorial balance: The publication would need to strike an optimal balance between paid and free content. It should be
enticing enough for high value readers to pay for premium content and at the same time retain average readers who prefer
free content. This balance ensures that the traffic to the website continues to be consistent.
Impact on advertising revenues: As a rule, a Paywall (in any form) leads to drop in website traffic which may disappoint
advertisers. A publication should be prepared for the long haul for the Paywall revenue to match losses in advertising
revenue.
Not for all kinds of publications: Paywall strategy works best when the editorial content is built on high quality research and
analysis. Publications that dwell on regular news and do not offer any unique insights will not need a Paywall.
Reduced discoverability: With content behind a Paywall, the chances of it being discovered by search engine drops
dramatically, along with SEO performance.
Economies of scale: Publications need to have large circulations, with access to a few million subscribers. The scale gives
sufficient opportunity and time for the publication to experiment with Paywall models and hold on for a sufficiently long time.
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8. The Bottom Line
Going forward, a sound Paywall strategy will become inevitable for most publications. World over, several publications have
overcome initial scepticism and have succeeded in getting people accept the Paywall model.
As per 2015 statistics, The New York Times has over 3,90,000 paying subscribers. Financial Times has 4,55,000. Likewise, The
Sunday Times (London) has 154,000. About 70 per cent of the world’s publications have their content behind a Paywall. By far,
metered Paywall is the most successful model, wherein visitors are charged after a certain number of free views.
More significantly, the success indicates that good, well researched content has a distinct monetary value, well beyond plain
news. It is as much a positive sign for progressive publishers as it is a warning to slow movers in the publishing industry.
In short, the Paywall is here to stay.
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9. KREATIO Software Pvt. Ltd.
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