audience-based analytics in publishing · search print media social media q1 2018 30.0% 11.8% 10.4%...

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Audience-Based Analytics in Publishing How to increase and retain your readership

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SAMPLE SIZE3M+ online panelists

1.5M+ mobile devices

DATA DEPTH9 M websites

160 M KeywordsThousands of consumer

attributes

DATA FREQUENCYFrom Hourly Insights

Through To Yearly Trends

Insights Overview

Who are we & what do we do?

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Agenda

• AcquisitionUsing AMP to your Advantage

• LoyaltyEngaging with your Exclusive Audience

• MonetisationInforming Your Commercial Efforts

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AcquisitionUsing AMP to your Advantage

1.

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Traffic Sources in Q1

Search Print Media Social Media

Q1 2018 30.0% 11.8% 10.4%

Q1 2018 vsQ1 2017 ↓ 10% ↑ 44% ↓ 27%

Top 3 Traffic Sources to News & Media

* Source: Hitwise. Sub Industry Share of Traffic into Hitwise’s News & Media Industry

Facebook clicks have fallen by 39% YoY to

5.4% share in Q1

Google by far is the largest traffic source at 24.7% share, despite a 10%

decline YoY

Traffic to and from different News & Media sites has

grown by 44% YoY

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Site Ranking vs. AMP Ranking

All Site On AMP

Rank Publisher Rank Publisher % of Traffic on AMP

1 BBC News 1 The Sun 20%

2 Daily Mail 2 The Mirror 20%

3 Sky News 3 Sky News 10%

4 The Sun 4 Daily Express 20%

5 The Guardian 5 The Guardian 8%

6 The Mirror 6 BBC News 3%

7 Daily Express 7 Telegraph 13%

8 Telegraph 8 The Independent 12%

9 The Independent 9 Metro 14%

10 Metro 10 Daily Mail 1%

Top 10 News PublishersRanking On General Site vs. AMP

* Source: Hitwise. 1 week ending 21-April-2018. Top 10 News Publishers determined based on Total Site Visits in Q1 2018.

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Rank Publisher On AMP Total Site

1 The Sun +7% +7%

2 The Mirror +7% +12%

3 Sky News +8% +5%

4 Daily Express +42% +20%

5 The Guardian -14% -5%

6 BBC News -10% +3%

7 Telegraph -16% -9%

8 The Independent +29% +21%

9 Metro -24% -15%

10 Daily Mail -80% +9%

* Source: Hitwise. 1 week ending 21-April-2018 WoW. Top 10 News Publishers determined based on Total Site Visits in Q1 2018.

Weekly Comparison

AMP drove increased traffic WoWfor selected news publishers, particularly The Daily Express

(+20% on overall site) and The Independent (+21%).

For the Daily Express, top AMP articles were related to royal

coverage: “Anger over Meghan Markle’s royal title” and “Royal Baby Kate Middleton News”.

Top 10 News PublishersWoW Change on AMP & General Site

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Daily ExpressGeneral Site vs. AMP Audience

* Source: Hitwise and Kantar Media TGI variables. 1 week ending 21-April-2018.

Daily Express - Site vs. AMP Audience

AMP Audience

25% of projected

size

Not AMP Audience

75% of projected

size

Older (55+ yo)North East / West – based

Prefer routine, health-conscious, enjoy learning

and read the news everyday

3.16 million Total Audience Size

Daily Express’ Site (Not AMP) Audience are …

Younger (18-34 yo)More London-based

Career-focused, risk-takers, like to stand out from a

crowd and are glued to their mobile devices and social

media

Daily Express’ AMPAudience are …

| 9* Source: Hitwise. 1 week ending 21-April-2018. Based on over-index on search share, per term.

Daily Express - Site vs. AMP Searches Daily Express

Searches to Daily Express

“World War 3”

“Celebrity news”

“Dale Winton”

“Liverpool transfer news”

“Oneplus 6”

“Daily Express”

“Conor Mcgregor”

“Game of Thrones”

“Pound to Euro”

“Better Call Saul Season 4”

AMP Audience General Site, Not AMP Audience

In the w/e 21-April, Daily Express’ general site audience searched

more for TV programs

In that same week, Daily Express’ AMP audience searched for

celebrity, tech and football news

So what? AMP is a key traffic

source for acquisition.

Identify differences in profile, interests

and search.

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LoyaltyEngaging with your Exclusive Audience

2.

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Audience Overlap – Vogue vs. Cosmo

* Source: Hitwise. 4 weeks ending 21-April-2018.

Vogue Only

181,493 audience size

Vogue vs. CosmopolitanAudience Sizing

Cosmopolitan Only


Vogue + Cosmo


14% shared audience for Vogue6% shared audience for Cosmo

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Audience Preferences

* Source: Hitwise. 4 weeks ending 21-April-2018.

Vogue vs. CosmopolitanAudience Preferences

Vogue Only Vogue + Cosmo Cosmo Only

Brands Wears Fred Perry Wears Adidas and Reebok Wears Nike

Food Regularly shopspremium foods

Regularly eats organic fruit and veg

Eats out more than once a week

Attitudes Likes challenges,

novelty and change; Perfectionist

SpontaneousInfluenced by Others

Well-informed

Career drivenLikes Control

Strong personality

Whilst demographics are similar across the three segments (female 18-24), preferences and attitudes vary.

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One topic, unique variations

“Hair” SearchesBy Vogue

Only

So what? Identify unique

searches of your exclusive audience.

Tailor content, esp. advice and

inspiration terms.Products

“Best hair dryer” “Air drying hair cream uk”

“Best hair mask”

Inspiration

“Hair inspiration with fringe”“Mid length hair styles”

“Modern grey hair styles”

Advice

“foods to prevent grey hair”“how to reduce hair frizz”“how often to wash hair”

Colours

“Auburn hair” “Silver hair in fashion”

“Gray hair dye for dark hair”

* Source: Hitwise. 4 weeks ending 21-April-2018. Over-indexed terms compared to standard online population.

Hair Searches By Vogue OnlyHigh Share / Over-indexed Terms

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MonetisationInform Your Commercial Efforts

3.

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The Model 3 Tesla’s first mass-market, mid-range priced vehicle

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96,432124,686

258,789

May June July

Electric Cars

40,720 48,783

127,707

May June July

Tesla Model S, X & 3

People searching for electric cars

have grown 108% in July MoM

162% rise from people searching

for Tesla largely contributed

Tesla’s Halo Effect

* Source: Hitwise. Audience sizes are based on searches. Electric Cars includes variations of “electric cars” and top 10 EV models according to Carbuyer & AutoExpress.

Audience Size Month-on-Month

| 17* Source: Hitwise. Period: 4 weeks ending 29-Jul-2017.

Tesla’s AudienceTarget: Searchers of Tesla 3, Household incomes 70K+

26%

5%

Target Online Population

Reach8

5


Average Visits

03:53

03:18


Average Time

Their interaction with…

Tesla’s Audience on TechRadar

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Using Search to Inform Display

Tesla AudienceUnique Searches

* Source: Hitwise. Period: 4 weeks ending 29-Jul-2017.

So what? Tell a story to brands

using audience-based metrics.

Show how your publication has high

reach + high engagement.

Search Term Target Reach“tesla model s” 7.79%

“formula e standings” 7.52%

“aeroscreen f1” 7.52%

“tesla model 3 review” 2.19%

“aston martin db7 for sale uk” 0.38%

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Takeways

• AcquisitionOptimising your AMP strategy to attract new audiences

• LoyaltyIdentify what makes your exclusive audience unique, in order to tailor content

• MonetisationUse audience-based engagement metrics to build a case for your commercial teams

Thank youEmma [email protected]

mailto:[email protected]

audience-based analytics in publishing · search print media social media q1 2018 30.0% 11.8% 10.4%...

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