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Publisher Insights: 2 Types of Crucial Tools That Can be Used to Optimize Reader Engagement Funnel

How to Maximize Revenue

When we talk about yield management and how to maximize revenue for publishers, basically it can refer to the formula below which contains some relevant elements.

Revenues: Overall KPI used to maximize Revenue

Ad Requests: The number of ads that are requested to the ad server so that ads can be displayed to users

Coverage: Percentage of ad requests that show at least one ad, coverage should be filled as much as possible

eCPM: ad performance metrics used to monitor revenue generated from ads on their site, at reasonable prices

The most practical way to view the above formula is measuring traffic supply whilst maximizing demand. For this reason, it is important for publishers to find the right balance between advertising eCPM (effective cost per 1000 impressions) and coverage. When a publisher multiplies these two metrics, the publisher will get an ad request CPM (cost per 1000 impressions) number, which is a measure of potential yield.

Ways to optimize supply and maximize demand can be broken down in the following table:

In this newsletter, we will discuss deeper into optimizing supply to increase user traffic & engagement. It is a strategy that is often questioned by publishers and the most appropriate way to maximize opportunities.

Maximizing Opportunities through Reader Engagement

Apart from display and video ads on publisher sites today, many publishers have launched models for readers such as subscriptions, contributions, or affiliates to diversify their earning streams. To develop this model, publishers also have to optimize key areas, such as their advertising strategy. For example, publishers can maximize the value of each ad impression or even pricing strategy, packaging strategy, and even their subscription and membership businesses. However, to truly achieve long-term revenue growth, publishers need to get back to fundamentals.

Publishers need to increase their impressions and pages to get more ad inventory or even build loyalty and emotional bonds so that users can convert into subscribers. This loyalty is key to any type of consumer revenue strategy and all of the metrics you see here are the result of a single user engagement on a common topic. Reader engagement includes how deeply the user visits content from the publisher (visit depth) and the frequency of visits (visit frequency). Therefore, some special tools are needed for publishers to analyze reader engagement, the metric that is the main foundation.

Tools that can be Used to Increase Reader Engagement

1. News Tagging Guide (NTG)

News Tagging Guide (NTG) is a free tool that can help publishers capture events in Google Analytics to understand reader behavior. By using this tool publishers can do the following:

  • Identify key metrics publishers should capture from readers.

  • Simplifies Google Analytics (GA) technical implementation with ready-to-copy-and-paste tags.

  • Reinforce recommendations and information obtained from News Consumer Insights (NCI) and News Tagging Guide (NTG)

NTG is the foundation for any kind of publisher strategy and data. So, publishers need to collect the right data to really substantiate the information and recommendations of the NCI report. If a publisher wants to do a custom analysis, the publisher needs to access data for a specific year, and that is where NTG is needed.

2. News Consumer Insights (NCI)

NCI is a tool to identify reader funnel optimization opportunities to increase profitability and build deeper relationships with readers. NCI provides key information and executable recommendations based on data from Google Analytics to help increase user engagement and reader revenue. In 2020, Google is deploying a new version of NCI 2.0 that includes more personalized recommendations, more information about reader and video earnings, and other new matrix values.

2.1. NCI Funnel

NCI Funnel Reader is deployed to publisher audiences, allowing publishers to quickly identify barriers in site engagement. Publisher audience segmentation is divided into three parts which include:

1. Casual Readers (only 1 visit) 2. Loyal Readers (between 2 – 14 visits) 3. Brand Lovers (at least 15 visits)

2.2 How to Take Advantage of NCI 2.0

1. Allow the tool to gain access to Google Analytics Data by linking the publisher’s Google Analytics account and visit the settings tab.

2. Then, the navigation bar will take the publishers to the features of the insights page for deeper analysis.

How AnyManager comes into play

Once the publisher team knows the types of readers, user engagement conversions and reader revenue conversions of their site by using both the News Consumer Insights (NCI) and News Tagging Guide (NTG) tools, publishers can tap on AnyManager to improve user engagement and page experience that will lead to better results and impact to improve these metrics. In this case, publishers can leverage several interesting features on AnyManager to implement on their sites, such as AnyManager’s Progressive Web Apps (PWA) module that enables push notifications, or the implementation of Web Stories through AnyManager’s Story Engine tool.

1. Progressive Web Apps (PWA) for push notifications

PWAs provide a native app-like experience without the need for users to download and install apps directly. In addition, PWA can also be added to the mobile device’s home screen as an icon. PWAs also enable publishers to trigger push notifications to notify users about newly published content, sales, and upcoming events.

2. Web Stories (Story Engine)

Web Stories is a format that allows publishers to develop content similar to “Stories” on Instagram or Facebook, but this can be implemented on browser-based sites on desktop and mobile devices. Fast display speeds, as well as immersive vertical images and videos packaged in full-screen result in higher user engagement and consumption. Web Stories can also be used as a tool to attract users, because they can lead to articles and landing pages. In terms of potential and impact, Web Stories can increase user engagement by 10% and ad revenue by 20%. In fact, AnyManager’s Story Engine tool enables publishers to easily design and deliver Web Stories through AnyManager without having to write code.

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