The Benefits of Owning Your Audience
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With the publishing business model under pressure, many publisher attempts to drive revenue have only left them cut off from their most important source of revenue: their audience. Direct relationships with the audience are more important than ever, but to build direct relationships with your audience, you need direct connections with them. Learn how you can connect with your passing audience, then leverage this owned audience to build stronger relationships, drive deeper engagement, and diversify revenue with direct audience monetization. Presenter: Tony D'Anna, CEO, PostUp
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The Benefits of Owning Your Audience
- 1. THE BENFITS OF OWNING YOUR AUDIENCE Your Partner in what’s next for Publishing and Media Tony D’Anna
- 2. Brief History of the Publishing Business Model • The 20 year story of publishing is one of intermediation between publishers, advertisers, and audience • The Internet - disrupted control of content distribution • Search Engines - facilitated and accelerated this disruption • Facebook - attention soaking wedge in front of audience • Ad Networks - taking increasing share of ad revenue • Ad Blockers - eroding programmatic ad revenue • Browsers - dictating audience experience and data use 2 Publishers have had to adapt to increasing pressure on their traditional business model
- 3. Active Threats to the Publisher Business Model Recent events limit business models that rely on scale for monetization.
- 4. Facebook Organic Reach • Turns out our Facebook friend was a user • Zuck just wanted us for our body … of content • Organic reach severely impacted (local news gets a small bone) • High Facebook traffic % publishers and video pivoters suffer • Short term tactics: • Virality still achievable: content just needs to get into the system; make sharing into Facebook as easy as possible • User reaction is the primary feed signal – start a discussion! • Abandon instant articles and use resources elsewhere The end of organic social reach - in the name of mental health
- 5. Chrome Ad Blocking • Not just an ad blocker: a mechanism to punish publishers • The Better Ads Bureau (aka Google) now decides if your user experience is acceptable; can kill your business • Blocks non-compliant ads, but if you don’t remove them, Google will block all ads, even compliant ones • The Reason: Google makes more money with a usable mobile web • Tactics: • Get compliant and don’t try to game or subvert Google • Sit tight for market to adjust, CPMs for regular ads should go up Google becomes The User Experience Police and makes more money
- 6. Safari “Intelligent Tracking Prevention” • iOS and Mac: Apple is effectively killing 3rd party cookies • This doesn’t directly impact publishers • But it hurts Ad Networks: • Ad targeting, especially retargeting is less effective • Less valuable to advertisers • Will result in lower CPMs over time • Tactics: • Negotiate a better deal with your Ad networks! • They are providing less value, take more of the revenue Because Apple doesn’t have much data, they’ve made privacy part of their brand
- 7. General Data Protection Regulation • In Europe this is Y2K all over again • In the US, risk is proportional to the size of EU audience • Remember that there are no “regulation police” (even in Europe) • Enforcement relies on complaints from users • Low risks for well intentioned publishers with good user experience • Tactics: • Demand compliance contractually from your tech vendors • Geo-locate EU users: different disclosures, ad servers, etc • If tech heavy, look into EU-U.S. Privacy Shield Framework as CYA 7 The EU continuing to channel their inner Franz Kafka
- 8. Strategy vs. Reactive Tactics How can publishers own their audience again? 8 Publishers must react to these significant changes in landscape, but must also have a long term strategy
- 9. Email is the reader’s “home address” on the Internet, an email audience is the audience you truly own The Email Channel is Unique “Readers are twice as likely to subscribe if they already receive one of our newsletters.” – The New York Times With email, you can: 1. Reach audiences directly at any time. 2. Control exactly what your audience sees. 3. Identify users whenever they visit your site. 4. Monetize audiences, even if they don’t visit. 5. Nurture audiences into paying subscribers. 6. Directly market products and services. Social Referral Email Direct Search
- 10. Page Views / Session % Repeat Visitors Engagement Window Lifetime Page Views 1.2 48% One and done Sessions 2.3 2.1 28% Occasional Seeker 2.9 2.2 54% Loyal to another 4.8 2.3 33% Loyal core, majority are not 3.4 2.5 95% Invitation to Inbox 40.8* How many lifetime views of your content does each channel deliver? Lifetime Audience Engagement * Includes email opens as page views
- 11. Email Audience Economic Model 11 Email attributable revenue scales primarily with the size of your email audience
- 12. Monthly Unique Visits 13M Email Subscribers 600K Sent Emails @ 20 per month 12M / mo Inboxed Emails @ 6% Spam Rate 11M / mo Promo Email Revenue: 4 per month @ $28 CPM $67K / mo Email Opens @ 24% Open Rate 3M / mo Newsletter Banner Ad Revenue @ $3 CPM $8K / mo Click Throughs @ 27% CTOR 731K / mo Page Views @ 2.2 per email clicked 1.6M / mo Email Sourced Site Traffic Revenue @ $10 CPM $16K / mo Total Annual Email Attributed Revenue $1,096,828 Typical Email Program Economics 12 Revenue from Promotional Emails can eclipse other aspects of your email program
- 13. Promotional Emails • Stand-alone emails to newsletter list on behalf of an advertiser • Often in the form of rich native content vs. straight ad • Sometimes contains a special offer or discount • Can be sold as part of a package with on site & email banners • Does requires an already engaged audience: >18% open rate • Must be sold direct to advertisers: no quality marketplace, yet 13 What are they?
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- 15. Promotional Emails: Audience as Inventory • For direct sold, avg. CPM on emails delivered: $28 • Example economics for 1 promo email per subscriber per week: 15 The most lucrative way to monetize your owned audience … but underutilized Email Audience Size 250K 500K 1MM Per Campaign $ $7K $14K $28K Monthly $ $28K $56K $112K Annual $ $336K $672K $1.3MM • PostUp clients see CPMs >$120 for well targeted campaigns
- 16. Email Audience Enrichment • 3rd party Ad Networks hurt by GDPR and future US regulation • Perfect time to build value for advertisers with 1st party data • Better compete with Facebook for ad campaign dollars • Enrichment of email audience data makes it more targetable (valuable), and crucially, directly reachable • The key is to enrich with content category consumption data 16 The key to high CPMs for direct sold promotional campaigns
- 17. Case Study • Apartment Therapy: home décor, design, DIY, real estate • 1.5MM email audience, 14MM monthly visits • Historically has sold “run of site” ad campaigns, e.g. Sherwyn Williams • Had demand for promotional email from Realtors Association • But the 1.5MM list is too broad • We identified 54K active emails that had consumed Real Estate • Use the pattern of user content category consumption on site and email • Content consumption a strong indicator of “consumer interest” • Able to sell a targeted campaign to 55K at high CPM 17 Apartment Therapy & Real Estate
- 18. Email Audience Enrichment • We lever existing installed technology: Google Analytics • CDP-level capabilities with zero IT setup • Set “interest meters” in email DB from web/app analytics data • Map your content types to user personas of interest to ad buyers 18 How does it work? PostUp Map & Transform Easy to Target
- 19. Designed Specifically for Publishing & Media 19 A unique platform paired with an expert strategic services team that understands your business CONTENT DISTRIBUTION PLATFORM Turnkey CMS Integration Optimized Editor Workflows Automatic Content Curation 1:1 Personalization Efficiency and Flexibility at Scale INTEGRATIONS AUDIENCE DEVELOPMENT Turnkey Ad Revenue Email Inventory Mgmt Brand Advertisers DFP Integrated Optimized Email Capture Premium Subscription Paywalls First Party Data Enrichment Audience Exchange PARTNERS SERVICES AND STRATEGY TEAMS Deliverability Campaign Creative Integration Analytics Audience Dev. Business Outcomes MONETIZATION
- 20. For more information: Tony D’Anna CEO tdanna@postup.com Your partner in what’s next for publishing and media.
Hinweis der Redaktion
- Title: The Benefits of Owning Your Audience Description: With the publishing business model under pressure, many publisher attempts to drive revenue have only left them cut off from their most important source of revenue: their audience. Direct relationships with the audience are more important than ever, but to build direct relationships with your audience, you need direct connections with them. Learn how you can connect with your passing audience, then leverage this owned audience to build stronger relationships, drive deeper engagement, and diversify revenue with direct audience monetization
- Before the rise of the Internet, publishers largely controlled distribution, and so had a captive audience with lucrative ad sales. The only way advertisers could reach their target audience was via TV, Radio, and Print. Since then, enabled by the Internet, several forces have wedged themselves between publisher and audience, and publisher and advertisers.
- Facebook built an attention consuming network based in large part off the content produced by publishers But fake news scandals have cause Facebook to back away from “recommending” content to user, i.e. organic reach
- This is a power play by Google about keeping the mobile web relevant, because this is where they make money. They want to keep users on the mobile web and out of walled gardens like Facebook, Instagram, Snap, etc, where they don’t control the advertising
- This is an indirect attack on 3rd party ad networks in the name of consumer privacy Apple can afford to do this because they are a hadware manufacturer and don’t have a stake in the ad economy
- GDPR is low risk for US publishers with predominantly US audiences; many publishers are overreacting
- This is traffic channel behavior data drawn from over 2 dozen PostUp client properties of varying types. Size of the arrow relates to Lifetime Pageviews, the “Monetization Window” that we want to maximize Facebook = surprisingly high number of repeat visitors, but “page depth” is extremely low, visitors consume one article and go back to the Facebook feed. Google = visitors are searching for something, and may browse a couple of articles, but rarely come back. Referral = traffic regularly coming from a handful of sites that consistently link to your content: “loyalty halo” Direct = only a surprisingly small subset of Direct traffic is your “loyal core”, lots of tire kickers that don’t come back, big opportunity here Email = traffic from email is by far your most long term audience, showing the importance of driving email signups Email opens are counted as page views because they contain ads and other sponsorships that generate revenue (part of monetization window).
- Note the reordering of the rows and color coding corresponding to the funnel. It might make sense to explain from bottom up. Don’t spend a lot of time digging into how promo email revenue works, it’s explained in detail later.
- Promotional emails come from the publisher, and are typically branded for both the publisher and advertiser.