Know Your Audience: Reconsidering The Metrics In Digital Publishing

A healthy publication should constantly consider and reconsider who its audience is, for the sake of both its front-facing offerings and its behind-the-scenes efforts. So it’s no wonder I was intrigued by a recent article about how digital publishers are redefining what “audience” means to them. 

And in beginning to imagine that proper way to measure it, I couldn’t help but think back to a recent Interactive Advertising Bureau study that found how much consumers value the internet as a whole, then drilled down to exactly how much they’d be willing to spend for that.

 

Publishers Are Rethinking Their Definitions Of “Audience”

Digital publishers are adjusting their definitions of “audience” as it becomes clear that traffic has less bearing on their ability to generate revenue than they once thought. As the challenges facing ad-supported media mount, many publishers are placing direct audience revenue at the center of their business models instead. This shift is driving publishers to fundamentally rethink the metrics and key performance indicators they use to guide their businesses – and ultimately to acknowledge that their genuinely engaged “audiences” may be much smaller than they’ve previously chosen to believe.

 

The New Creative Paradigm: How AI Is Transforming Video And Content Production

Creative and content production is in the midst of an evolution, driven by changing consumption patterns, the proliferation of digital media channels, the growth of video-centric advertising, elevated consumer expectations for relevancy and the democratization of content creation. The pace of evolution is accelerating rapidly as the use cases for artificial intelligence (AI)—including machine learning and generative AI — continue to expand across the creative and content lifecycle.

 

Your Guide To Mastering Micro-Occasion Marketing

When people think of occasion-based marketing, they often jump to big holidays like Valentine’s Day, Thanksgiving or Christmas. But for micro-occasions, you need to think smaller. They aren’t always holidays or recognized events, but the small, yet significant moments throughout our daily lives like a morning cup of coffee, a workout routine, or an afternoon snack. Brands can strategically tap into these moments to connect with customers in a personal way and make their brand a part of these meaningful experiences.