Advertisers are fully aware of the power of personalization. Custom digital advertisements offer up to 3x consumer engagement in non-personalized advertising. Some 69% of marketers say personalization is their number one priority.
But in the same way that marketers can create messages for personalized communications, publishers can personalize their content to attract and retain new readers. This requires access to real-time data. A report by Forrester Research revealed that 67% of publishers felt that real-time data was important to their efforts, but only 27% of publishers said they received it.
To illustrate how it works, watch how publishers acquire new readers. A reader may stumble upon an interesting title on Twitter and then realize that he likes The Economist. After careful consideration, they may even wish to become a subscriber.
When the reader visits the site for the first time, the publisher may have only one opportunity to conquer a reader by making the experience personalized, relevant and attractive. This requires real-time data, segmented into usable audiences for content and ad customization during the first interaction. Customized content ultimately improves the user experience.
Here are three ways for this real-time data to affect publishers' results.
1. Increased commitment, time spent on site and retention
It is difficult to convert readers (snack snacks) into subscribers, but time data Real can help publishers create the best possible experiences to increase their chances. Imagine this scenario: the behavioral data indicate that a visitor to your site has bought a new bike and you are showing them an ad for a Bianchi Infinito CV Ultegra. Sounds good, does not it? The problem is that the consumer just bought this bike offline, so it's a lost impression. The advertiser is not happy and the reader is not, because it's an example of clumsy targeting. There is a lesson here for publishers. Most are obsessed with watching their metrics in real time to see the content captured by users. Real-time tools can recommend items to a reader based on their profile. Publishers can experiment to see the number of articles that convert readers into subscribers. But editorial is only part of the equation. Relevant ads and in a preferred format can also enhance the reader's experience. Real-time data adds an extra layer of relevance.
2. Increase Programmatic Revenues
For publishers, the formula for increasing revenue is simple: more readers are synonymous with more revenue. By capturing readers during the first visit, publishers can create new revenue opportunities. Understanding who these readers are is also important. For example, a luxury jewelry brand might want to target high-end consumers for a successful vacation. A publisher may realize that 15 perceptions of his audience match this description. Since advertisers pay higher CPMs to reach such audiences, publishers can significantly increase their rates. Publishers can also create custom content to increase time spent and encourage those readers to come back.
3. Increasing the size of the audience
Publishers can use real-time data to increase their audiences. Custom content can increase engagement, which can, in turn, boost content sharing. But that is not all; publishers can also use their foreground data to target content to similar audiences who are more likely to view it. These publishers use real-time data to target similar audiences. Real time adds an extra layer to this targeting. For example, if a potential reader has a strong interest in the news about the environment, he may use late-breaking information on this topic in a sponsored message intended for that reader.
It's time for publishers to join web marketers. front of personalization. The evidence of using real-time data is overwhelming. And publishers who do not use it yet will be at a disadvantage.
The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .
About the Author
As head of strategy, Jason leads Lotame's efforts in his various business areas. activity to evaluate market opportunities, refine product positioning and stimulate growth. He leads products, marketing, sales development and strategy while continuing to oversee the Lotame Data Exchange (LDX). In his first seven years at Lotame, Jason built and made LDX one of the largest and most successful data exchanges in the world. A graduate of the Wharton School of Business at the University of Pennsylvania, Jason spent 10 years at Bain and Company, consulting for various Fortune 500 companies. Before joining Lotame, Jason worked for more than 10 years as a contractor. the fields.