Lead Generation

Media Sellers Need to Think "Beyond the File" to Successfully Sell Data
April 24, 2017 at 10:05 am

Today media salespeople need to be data-savvy because selling data about one's audience is critical to most advertising deals. Whether publishers offer lead generation or industry research, advertisers are looking for more powerful ways to connect with consumers and businesses. In this video, media sales expert and former Cygnus CEO John French explains how media…

How Bisnow Uses Mock Sprints to Test New Tech
February 22, 2017 at 1:51 pm

Alex Funaro, director of technology at Bisnow, explains how the B2B publisher tests new technology using mock sprints. Funaro says that when deciding whether to adopt a new solution, Bisnow considers ease of integration, workflow disruption, and ROI. He also adds that all teams who might use a new technology should be involved in the…

Video: How GEN Coverts Online Readers Into Valuable Leads
February 15, 2017 at 10:37 am

Many publishers use data analytics tools to identify reader interest and pinpoint trending topics. But what is the best way to put these insights into action? How can publishers translate reader interest into new revenue opportunities? Omeda CRO James Capo says that reader interest creates an opportunity for publishers to collect more data about their…

How GEN Magazine Coverts Online Readers Into Valuable Leads
February 15, 2017 at 10:15 am

Omeda CRO James Capo explains how GEN magazine used online reader behavior data to guide an automated marketing, lead generation campaign. This video is excerpted from the webinar "5 Ways Publishers Can Harness the Power of Demographic & Behavioral Data." Watch the full webinar here.

Media Pitch: CredSpark Touts the Power of Quizzes to Monetize Online Content
November 3, 2016 at 8:00 am

Quizzes are a popular feature on many websites, but often they are approached as a pure content play, rather than an opportunity to learn more about readers and develop leads for advertisers. CredSpark helps publishers monetize their quizzes by creating templates that require readers to submit their email or demographic information in order to view…

How Forbes Is Using Predictive Analytics to Refine Ad Targeting & Creative
June 20, 2016 at 12:36 pm

In May Forbes announced a major partnership with 6sense, a predictive analytics platform for B2B marketing. The goal of the partnership is to provide deeper insights to B2B advertisers about prospects viewing their ads on Forbes and identify what stage of the buying process those prospects are in. Forbes will offer advertisers targeted media programs,…

The Next Wave of Native: Content, Audience Data & Lead Gen Rolled Into One
February 17, 2016 at 1:56 pm

Branded content studios are en vogue in the publishing industry, with major publishers like Time Inc., Wired, and The Atlantic launching agency-like divisions that put their skills in original content creation and subject matter expertise to work for advertisers. Active Interest Media is one of the latest publishers to create its own studio, Catapult Creative…

How Publishers Used Data in 2015
December 21, 2015 at 2:22 pm

Data was one of the most buzzworthy topics of 2015, and Publishing Executive covered the subject extensively. We dove into data-driven strategies at our Publishing Executive Live events, hosted multiple instructional webinars on data analytics, and dedicated an entire magazine issue to the topic of data. In 2015, we reported on how publishers are utilizing…