The FIPP Insight Publications

KEY INSIGHTS

UNIVERSAL INTERNAL ACCESS TO DATA

Part of the beauty of the Readerscope tool for The Times is that anybody within its advertising group can access this information, explained Kendell Timmers, Times VP of advertising analytics. So, when salespeople have calls to make on clients, they can check ahead of time and get insights to share when they see their client, as opposed to having to talk to the data group for a lengthy analysis or talking points. FIPP

AI-DRIVEN DATA INSIGHTS

Publishers are finding new uses for algorithmic-based tools, like offering AI-driven data insights to their advertising and marketing partners and clients. A few years ago, The New York Times launched Readerscope, an AI-driven tool that summarises what segments of The Times' audience is reading, visualising who is interested in which topics and where they are. The tool can be used for content strategy, for branded content, or for campaigns to help advertisers and marketers understand their desired audiences better. FIPP

DATA BEATS GUTS

“We're really encouraging people to experiment based on data as opposed to based on guts. I think over time you'll find data beats guts,” said The Times' Timmers. FIPP

DATA IS WORTH MORE THAN ADVERTISING

Selling data-as-a-service (DaaS) has proven to be very lucrative for some companies. Its success has fulfilled the prophecy of Prescott Shibles, Senior VP/Data of advertising firm Randall-Reilly, who said “targeting data will soon be worth more than advertising inventory.”

DATA OPENS LEAD GENERATION

At B2B publisher Hanley Wood in the US, its DataScale tool powers an advanced leadgeneration technology platform that is both flexible and scalable and integrates the company's proprietary Construction Industry Database (the biggest in the industry with more than 2.5 billion records). DataScale offers a full-service lead-generation platform focused on helping customers maximise internal data assets and optimise their sales and marketing automation investments.

DATA-DRIVEN CONSULTING

Hanley Wood now offers DaaS-related services including database management services and consulting with clients to align their data with customer acquisition, media, marketing and events strategies, as well as long-term consultative marketing engagements, website development, lead generation, and content marketing.

DATA-BASED AD-TARGETING TOOL

The Washington Post has developed a first-party data ad targeting tool called Zeus Insights. It offers detailed contextual targeting capabilities along with user-intent predictions for marketers. The idea is to give marketers a sophisticated adtargeting tool that does not depend on third-party cookies and yet drives results. The Post plans to license Zeus to other publishers by integrating it with its Arc technology platform. Currently Arc reaches 750m unique users globally. WhatsNewInPublishing

DATA DRIVES EVENT ATTENDANCE

Hanley Wood uses reader location and behaviour data to promote attendance at live events. For example, when the publisher is organising an event, it will ensure that readers living nearby, who have consumed content related to the event's focus, are notified and invited via emails, sites, or phone calls.“Without the data, we might have to market 20 times more than we do in order to get the event registrations,” said Hanley Wood's EVP of Digital and Data Operations Sarah Welcome.

UNLOCK MORE FIRST-PARTY DATA

The key to unlocking more first-party data lies with creating custom dimensions in your analytics, giving you deeper insight into your audience. Publishers can use these dimensions to segment data based on — among other things — content categories, content types, and level of audience engagement. Google's User-ID feature also allows publishers to link this engagement data to individual users in your other data systems. By customising your Google Analytics account to enrich your data, you can drive more value with the first-party data you already own. PubExec

USE FIRST-PARTY DATA TO DRIVE MORE REVENUE

Demographic data by content type can provide far more actionable insight than a ranking of URLs with the most page views, allowing you to squeeze more revenue from your data. Knowing how many, say, men aged 25-34 who visit your site is one thing; knowing how many of them specifically consume automotive content is a powerful tool to command ad revenue from advertisers, who can then target an audience they know will be receptive. PubExec

Monetisation Data Brokers

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2020-03-10T07:00:00.0000000Z

2020-03-10T07:00:00.0000000Z

https://fippinsight.pressreader.com/article/282699049214005

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