1. 5 Ways Publishers Can Pump Up Web Revenues
The Ultimate Guide for Those in Charge of Ad Sales, Marketing, and Editorial
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"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

2. Optimizing Digital Engagement Points
Like every publisher, you’re likely feeling the pressure
to create interactive and unique experiences for your
audience online. After all, by moving people from Drive
passively consuming site content to actively engaging Visitors
in a rich experience, you encourage them to spend to Site
more time on your site. And the longer they are on
your site, the more likely they are to buy, subscribe, Drive Higher
and share their information. Let’s face it: the more you Value for Get
know about your site visitors, the more money they are
Advertisers & Visitors
worth to advertisers…and you.
your Business to Interact
So how do you create this win-win scenario? By
optimizing digital engagement points with compelling,
interactive, and always fresh content.
Whether you’re responsible for ad sales, marketing, or
editorial, this guide will explain how you can do so –
and boost online revenues – in 5 straightforward, easy
Enrich User Collect
to implement steps. Profile & User
Remarket Contact Info
Go 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

3. 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 Info
Although 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 par
and 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. The
challenge for publishers is understanding how to engage effectively on a social site and then drive
fans and followers back to their website for conversion. This info-graphic on Mashable.com by CRM
specialists Get Satisfaction provides a clue on how to go about that: it shows that around 60% of
consumers followed a brand online for special offers or for interesting/entertaining content and that
70% 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

4. 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 Info
According to research compiled from AOL, Nielsen and MarketingProfs, 53% of time
spent 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 drive
interactions or make your site "sticky," you need to offer the content that today’s
consumers are drawn to and enjoy sharing with others. Think humorous videos, Interactive trivia quizzes
generate an average 1:46
entertaining games, and interactive quizzes or other applications.
By offering consumers a reason to visit – and stay – on your site, you increase the
likelihood of ad clicks. In fact, studies show that the longer someone engages with site
additional minutes on site
content, the more likely they are to click on ads or recall brands adjacent to that content.¹ and are shared 11x more
Cisco 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 average
of 1:46 minutes.² This is quite impressive considering that CBS News research shows the
average time of engagement/viewership for ads on a media site is only 15 seconds!³

5. 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 Info
Even though the online world offers unique opportunities to attract, engage, and interact with
consumers, some basics hold firm. Precisely targeting an audience with a highly relevant offer is
the best way to convert them from a browser to someone who is willing to exchange contact
information.
Sweepstakes are one proven way to draw people in and get them to provide their information. And
once you've 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 social
traffic 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 fans
who 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 Eagles
site visitors!
football team increased
its Facebook fans by
25% after running a
sweepstakes.

6. 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 Info
Businesses spend over $12 billion dollars a year to create digital and custom content that
they 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.4
And they’re right.
Stale content leads to boredom and site abandonment. But fresh content encourages
more consumption and longer visits. And the value is clear. Consider these ndings from
Scout 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 on
to 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.

7. 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 Info
Advertiser dollars are being spent with increased scrutiny. Makes Internet Ad Revenues by Pricing Model
sense: advertisers want to know what they’re getting for their money.
No wonder there’s a trend toward pay-for-performance pricing (see
80
the IAB chart at right). This shows 62% of ad revenues in 2010 were
performance-based deals.6 70 Performance
60
% of Total Revenues
Publishers that can deliver the most predictable and targeted ad
50
performance will command the highest ad premiums. But to grab a
share 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
10
Take a deeper look at pay-for-performance trends in this 0
SnapApp 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.

8. 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 for
more. 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 be
agile 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, and
ultimately 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 of
SnapApp’s marketing platform to create, distribute and measure the value of interactive quiz app content in social media, on their ad
networks, 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.

9. Footnote Citations
1) PETER J. DANAHER and GUY W. MULLARKEY (2003). “Factors Affecting Online Advertising Recall: A Study of Students.” Journal of Advertising
Research, 43, pp 252-267 doi:10.1017/S0021849903030319 http://journals.cambridge.org/action/displayAbstract?fromPage=online&aid=179598
2) 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 & sources
Thompson, 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=>