The Audience Equation
In the digital age, engaging the audience is crucial for success. Learn how to attract, retain, and monetize your audience through quality content, data analysis, and innovative digital products. Discover the challenges faced in audience development and ways to overcome them for sustainable growth.
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Presentation Transcript
The Audience Equation WATT s formula for engagement Joyce Neth VP, Director of Audience Development & Research Media Growth Summit May 31, 2019
Audience is our ultimate customer Audience Development, Marketing and Content work together to attract, retain & engage audience for Sales to monetize Global audience but niche markets, small segments mean quality over quantity Poultry production, animal feed production, pet food manufacturing
Shifting our focus 2015 Revenue by Type 2018 Revenue by Type 2019 Revenue (budget) by Type Other 2% Other 2% Other 2% Events 25% Events 33% Events 37% Magazine 40% Magazine 46% Magazine 56% Digital 17% Digital 19% Digital 21%
Challenges Print is not dead, but digital replicas are on life-support Developing innovative digital & event products that meet audience & advertiser needs Clients creating content is competition and opportunity Data privacy GDPR, CCPA increase the importance of attracting with content Audience needs to find us and choose us
Audience needs + behavioral data = the right content What they tell us: Reader Needs Study Identify high value content topics by importance, quality, quantity Identify where they consume, likelihood of trying new things What they consume: Behavioral Data Topics, media (web site, magazine, webinars, events, etc.) Use all the tools: Google Analytics, Web tracking, CDP
Content is the bait Vigilance with SEO to capture readers in search 80% of site content is gated, requiring registration to access Average 1,000 registrants per month,1% conversion New content products use high value content: native ad programs, rich content, events, newsletters Develop new products based on evergreen content engagement to monetize and incentivize audience Marketing efforts for product promotions, audience development focus on high value content topics to attract, engage readers
Lets talk about magazines Magazines remain a significant source of revenue & brand recognition among our global audience Magazines continue to deliver results for certain advertisers 76% of magazine distribution is digital Digital editions are unlocked, open to all Increased visits by 91%, unique readers by 87% and pageviews by 73% Promote articles in newsletters, readers go into digital editions Email alerts outperform average B2B Testing a 3rd monthly send to subscribers; initial test yielded a 60% lift in opens Unique click/open % Unique opens % Unique click % Unsubscribe % (#/delivered) Deliverability AVG WATT OMEDA 96.33% 17.60% 5.00% 27.52% 0.08% 97.60% 13.40% 3.20% 23.80% 0.22% Even so, we re exploring alternatives to the digital replica to improve user experience
Engagement equation: The right content + user experience = engagement User experience is the content environment Users can choose among all products that deliver the content Create opportunities for advertisers to engage with their targets with our content Fish where the fish are: We guide advertisers to the products used by their targets We use engagement to qualify readers our (non audited) magazines go to our most engaged readers to give advertisers a qualified, active marketplace Spend more time with us that gives us more behavioral data
Digital products Developing new products to leverage content engagement for advertiser results Creating opportunities for advertisers to engage with their targets with our content and theirs Native Rich content Topic newsletters
Native content 1 Drive readers to 1. Client content landing page with multiple high-value articles or 2. Page with single article Developed this option to overcome client challenge of creating content 2 Maintain high editorial standards with sponsored content
Rich content Leverage our most popular content in slide show format Single-sponsor, share of voice on series of pages
Topic Newsletters Capitalize on current hot topics RSS feed format essentially automated Start with list of engaged readers, build opt-in with on-site ads Engaged audience is key 50% unique opens, 1 unsubscribe in first week
Reader trust Social media Audience extension: it s another place to reach our known audience First-party data (Followers): Quality is questionable Data hygiene Twice-yearly re-engagement campaigns on newsletters and site registrants to purge inactive addresses Data append, profile completion campaigns to fill gaps Source: https://www.janrain.com/resources/industry- research/consumer-attitudes-toward-data-privacy-survey-2018
Events riding the wave of content engagement Our domain expertise generates programming content for events, events generate content for our websites. Use events to get new audience Attendee marketing tools: Social influencer marketing Quiz that generates custom recommendations for conference
Social influencer marketing Tools from InGo yielded 221 registrations for Petfood Forum Low investment, impressive ROI of 7000%
Interactive content platform CredSpark quiz tool + personalized recommendations PDF For Petfood Forum: 864 took quiz (and gave us contact info to receive their personalized recommendations), 161 registered for event 19% conversion, 964% ROI Looking for client applications for monetization
Follow the audience Meet the audience needs for what, where & when and you ll meet the advertiser needs Our big wins for client revenue: Native content, sponsorship for top companies, rich content features Events showcase domain expertise, create unique networking opportunities More engagement = more behavioral data With data collection, the sooner the better is always the best answer. Marissa Mayer
Thank you! Questions? Ask the WATT Global Media Team: Joyce Neth, VP, Director of Audience Development & Research jneth@wattglobal.com Jeff Miller, Director of Global Agribusiness Sales jmiller@wattglobal.com Nancy Batio, Director of Marketing nbatio@wattglobal.com Jim Winter, Digital Content Director jwinter@wattglobal.com
