increasing audience engagement - chris moss

12
Increasing audience engagement

Upload: mezzo-labs

Post on 15-Jul-2015

52 views

Category:

Data & Analytics


2 download

TRANSCRIPT

Page 1: Increasing Audience Engagement - Chris Moss

Increasing audience engagement

Page 2: Increasing Audience Engagement - Chris Moss

Create

• We create engaging content across multiple formats and events. Content that millions of people want to read, watch, share, and interact with on a daily basis

• Market leader

• 80+ live campaigns

• www.telegraph.co.uk/sponsored

Page 3: Increasing Audience Engagement - Chris Moss

Outline

• Example campaign: Modern Slavery

• Native ads: DFP and Polar

• Targeting: Krux and Grapeshot

• Supporting campaigns using PPC

Page 4: Increasing Audience Engagement - Chris Moss

Modern Slavery• Striking images

• Articles by Peter Oborne, Toby Young, Christina Odone

• Statistics and infographic

• Extended reach using editorial accounts and Twitter ads

• Measured engagement using Brandwatch

• www.telegraph.co.uk/modernslavery

Page 5: Increasing Audience Engagement - Chris Moss

Related article ads

• Targeting relevant audience by section

• Trafficked through DFP

• Increase reach and brand visibility

• CTR rose from 0.02% at launch to 0.06%

• 0.23% for strong campaigns

Page 6: Increasing Audience Engagement - Chris Moss

Polar• Serve native ad units

through DFP as if from CMS

• Initial trial testing existing units

• Fully scaleable• More ad placements• Relevant positioning

• Easy A/B testing

• Also used by Washington Post, Hearst, News Corp, The Economist etc.

Page 7: Increasing Audience Engagement - Chris Moss

Polar

• CTRs: 0.08% average, up to 0.14% on smartphones.

• 0.2% in Sport across all platforms• High CTR often linked to higher time on page.

Finance/Business campaigns performed well.• Brings analytics data together, eg: time on page, social

shares, location data.• London drives more traffic but lower CTR than

Manchester/Sheffield.

Page 8: Increasing Audience Engagement - Chris Moss

Krux

• Audience segmentation

• Targets ads at relevant audience regardless of the content

• Increased reach and branding

• Related article ads CTR 0.09%

Page 9: Increasing Audience Engagement - Chris Moss

Grapeshot

• Opposite approach to Krux

• Targets ads at users reading relevant stories, rather than targeting ads at specific users

• Related article ads CTR increased to 0.08% on average, 0.18% for a good campaign

• Negative targeting avoids stories clients don’t want to be associated with

Page 10: Increasing Audience Engagement - Chris Moss

PPC

• Support campaigns using targeted ads on relevant networks

• Twitter, Facebook, LinkedIn, Google Adwords, Outbrain, Taboola and others

• Reach different audience to core Telegraph• Supports SEO• Easy optimisation

Page 11: Increasing Audience Engagement - Chris Moss

The future

• More prominent placements

• Cleaner pages, fewer links overall

• Build bespoke Krux segments

• Increase total traffic to Create sites

Page 12: Increasing Audience Engagement - Chris Moss

Any questions?

[email protected]