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5 Ways Publishers Can Pump Up Web Revenues5 Ways Publishers Can Pump Up Web RevenuesThe Ultimate Guide for Those in Charge of Ad Sales, Marketing, and Editorial

"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

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5 Ways Publishers Can Pump Up Web Revenues5 Ways Publishers Can Pump Up Web RevenuesThe Ultimate Guide for Those in Charge of Ad Sales, Marketing, and Editorial

"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: Foliomag.com

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 passively consuming site content to actively engaging in a rich experience, you encourage them to spend more time on your site. And the longer they are on your site, the more likely they are to buy, subscribe, and share their information. Let’s face it: the more you know about your site visitors, the more money they are worth to advertisers…and you.

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 to implement steps.

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

Optimizing Digital Engagement PointsOptimizing Digital Engagement PointsDriveVisitorsto Site

Get Visitors to Interact

Collect User Contact Info

Enrich User Profile & Remarket

Drive HigherValue for Advertisers & your Business

DriveVisitorsto Site

Get Visitors to Interact

Collect User Contact Info

Enrich User Profile & Remarket

Drive HigherValue for Advertisers & your Business

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70%

Percent of thosewho participated ina brand-sponsoredcontest orsweepstakes

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, and website-monitoring.com:

• Over 1.5 million pieces of content are shared on Facebook…daily • 25% of search results for the world’s top 20 largest brands are links to user-generated

content• Approximately 1 in every 13 people on earth are active Facebook users• The number of Twitter users increases by 300,000 every day• Twitter users send 55 million Tweets per day, or 640 per second• Facebook added 100 million users in less than 9 months

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.

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

Draw New Visitors to your Site through Social Channels

Draw New Visitors to your Site through Social Channels

Source: reconstructed from Mashable & Get Satisfaction

DriveVisitorsto Site

Get Visitors to Interact

Collect User Contact Info

Enrich User Profile & Remarket

Drive HigherValue for Advertisers & your Business

Create Interactive Content & Increase Time on Site

Create Interactive Content & Increase Time on Site

Did You Know..?Interactive trivia quizzes generate an average 1:46 additional minutes on site and are shared 11x more often than static pages.

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 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, 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 content, the more likely they are to click on ads or recall brands adjacent to that content.¹

Cisco Systems made its PCworld.com content more interactive by embedding quizzes. In 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

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DriveVisitorsto Site

Get Visitors to Interact

Collect User Contact Info

Enrich User Profile & Remarket

Drive HigherValue for Advertisers & your Business

Drive On-Site Conversions by Giving Visitors a Reasonto Self-Identify

33 Drive On-Site Conversions by Giving Visitors a Reasonto Self-Identify

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 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 site visitors!

Did You Know..?The Philadelphia Eagles football team increased its Facebook fans by 25% after running a sweepstakes.

DriveVisitorsto Site

Get Visitors to Interact

Collect User Contact Info

Enrich User Profile & Remarket

Drive HigherValue for Advertisers & your Business

Keep Content Fresh to Encourage Repeat Visits

Keep Content Fresh to Encourage Repeat Visits

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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.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:

• 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).

• Regular visitors to a site (one to two times per week) have an average revenue potential of 10:1 compared to �y-bys.

• Fans (visit the site more than two times per week) have an average revenue potential of 50:1 compared to �y-bys.

Worried about coming up with fresh content? Polls and surveys are not only a terrific way to encourage interaction on your site, they also provide you with a wealth of insights that you can publish as original content – and remarket to your existing leads.

Did You Know..?Hollywood Life – a publishing & entertainment company – creates 3-5 new quizzes per month & see’s 70% visitor engagement on pages where a quiz is posted!

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5

DriveVisitorsto Site

Get Visitors to Interact

Collect User Contact Info

Enrich User Profile & Remarket

Drive HigherValue for Advertisers & your Business

Increase the Value of Your Site – and Grow Ad Revenue

Increase the Value of Your Site – and Grow Ad Revenue

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Advertiser dollars are being spent with increased scrutiny. Makes sense: advertisers want to know what they’re getting for their money. No wonder there’s a trend toward pay-for-performance pricing (see the IAB chart at right). This shows 62% of ad revenues in 2010 were performance-based deals.

Publishers that can deliver the most predictable and targeted ad performance will command the highest ad premiums. But to grab a share of the almighty performance dollar, publishers must:

• Collect rich and accurate user pro�les • Grow and engage site traf�c (and encourage return visits) • Drive conversion through entertaining and relevant offers

Take a deeper look at pay-for-performance trends in this SnapApp blog post.

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Internet Ad Revenues by Pricing Model

Performance

CPM

Hybrid% o

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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.

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.

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.

The BIG reveal. How do they do it?The BIG reveal. How do they do it?

About SnapApp

Footnote CitationsFootnote Citations1) 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=>