Focus On Content to Drive Mobile Engagement
As audiences continue to migrate to mobile, publishers are under pressure to improve performance. But despite an increase in mobile traffic and ad spend, more and more ad revenue is going to big players like Facebook and Google. As a result, publishers are exploring different tactics for revenue and audience growth, including paywalls, new distribution strategies, and the ongoing optimization of advertising.
Problem is, publishers have become too reliant on advertising and are overlooking a tremendous and valuable opportunity to grow their mobile business by simply focusing on optimizing their core offering -- their content. Yes, publishers can generate more revenue and drive more engagement from their audiences through content by leveraging audience data in real time.
Data has long been critical to advertising sales, but an equally granular application of data has not been implemented on the content side, particularly on mobile. This is due, in part, to limitations around the type and nature data available to editorial teams.
Technology is erasing these limitations by giving publishers the real-time editorial data they need to compete, remain relevant, and operate at lightning speed. As such, success is no longer a question of what data is available but, rather, how to effectively use actionable data.
To better understand how content and audience insights can dramatically influence editorial decision-making and mobile performance, we looked at data from more than 1 million users across more than 15 media properties. What we found is that content density, tiered content, audience segmentation, and feed archetypes are the key factors that publishers need to understand in order to drive greater customer engagement and uncover new revenue opportunities on mobile.
Give Them What They Came For
Among the many challenges facing publishers on mobile is identifying the best opportunities to keep audiences engaged. One metric that influences the amount of content that users engage with is content density, which represents the number of articles and videos that are displayed on a given screen. The logical conclusion is that the more stories displayed, the more opportunities there are to engage, and the data proved that to be true. A user typically scrolls through a feed with 2.3 stories 3.2 times, resulting in 7.3 engagement opportunities. A 5-story content density, however, typically generates 2.5 scrolls, resulting in 12.5 opportunities for engagement.
Uyen* Tieu is a cofounder and chief revenue officer of Rumble, a fully-integrated platform for news content providers to publish mobile content that has been working with news content producers since 2011 to create digital-mobile strategies. Prior to Rumble Tieu was the global head of ad sales strategy at Microsoft.