Rogers Media: Advertisement Strategy

Media hasn’t really changed too much over the last decade. With all the technology shifts that have taken place we’ve redefined how we receive our daily dose of information but the core monetization aka advertisement strategy for publishers remains the same. They have merely adopted more efficient technologies that help lower the costs of doing business.

Before we go on, check out the business objectives article!

Publishers Advertisement Strategy

So what are the variables a publisher needs to take into account when trying to monetize?

  1. Quality of content (How do I keep my consumers coming back for more?)
  2. Number of advertisements on a page
  3. Number of pages a user hits per visit

If you’ve ever tried to illegally watch sport streams online or find a link to a movie not yet released; you’ve likely experienced those crazy ads that just wont stop popping up. On the flip side you will likely have noticed that most mainstream publishers don’t have too many advertisements but also hate, hate, hate it when you adblock.

Forbes adblock
Adblock detected, Forbes.com

The core reason for this is that your eyeballs on the page is how they monetize. Advertisement impressions and click through rates are the backbone of how they keep the servers feeding you information up and running.

Most publishers struggle with finding a healthy balance between the advertisements they show and the quality of the content they create in order to keep their consumers around. Just take a look at the sportsbible.com or unilad.co.uk some of the worst content ever created but some of the most profitable websites around.

On the flip side, the New York Times‘ subscription model surpassed 1 billion in 2017 and it’ll likely only grow. They hook you with free articles and then ask you to pay afterwards if you like the quality content they produce. That being said, there is no guarantee that you won’t see adverts on a subscription model. In fact Netflix has been playing with this idea for a while, read more here.

There are a few different ways things can go from here, but we’ll be diving into the customer centric world where our hypothesis is “take care of the customer and over time, they’ll take care of you”.

take care of the customer and over time, they’ll take care of you

So how do you begin to understand your consumers content consumption or measure your overall ad-impressions? The answer is a mixture of digital marketing and analytics. To begin with, we’ll look at the data collected.

Up Next: Understanding Content Consumption;