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Monetising Content - Science Meets Marketing

29 October 2009

Newspaper Generated Content Has a Huge Audience. DTI's David Page talks about how to Monetize It effectively in the digital world.

Where Science Meets Marketing

“The whole secret here is the ads are worth more if they’re more targeted, more personal, more precise.”
- Eric Schmidt, CEO, Google

It seems almost like yesterday that Google started out as a search-engine company. It has since generated billions of dollars in revenue - but not through search. Google has made this money by transforming its business into one that delivers targeted advertising.

Much of Google’s advertising and its associated revenue previously ‘belonged’ to newspapers. The loss seriously hurts the newspaper industry. The competition however is not going to go away. It is likely to intensify - but Digital Technology International (DTI™) can help you fight back.

Who exactly makes up your audience?
If you work in publishing, you need to know – precisely - whom you are reaching, or trying to reach, if you are to make money.

Your offline and online history with readers, subscribers and advertisers provides a much more rich and deeper profile than Google, or any search history alone, can deliver. The result is a new high value-add advertising and marketing model that goes beyond CPM or CPC - and delivers motivated buyers.

The Audience Genome solution
DTI AudienceReach is a sophisticated ‘open’ database that is created to enable newsmedia organizations better know and reach their audiences, be they advertisers or readers - print or digital – and to deliver relevant content to them, in any format. It provides the tools to automate the collection, dissection, analysis and use of audience data down to the individual level in much the same way that human genetic markers are associated with a particular trait. We refer to this unique real-time audience data as the Audience Genome 1.

DTI AudienceReach enables audience data to be gathered from many sources including circulation systems, subscriptions, advertising, coupon responses, Web site activity and online purchasing history. In addition, it enables the seamless integration of psychographic, lifestyle and interest data from a variety of third-party sources – and then plan, budget and launch campaigns via a variety of means. It is this rich data that enables publishers to effectively engage with their audience as valuable individuals.

Targeting Content and Outbound Marketing
With this more rich and deeper data, targeting is much more accurate, and relevancy more personal.

In addition, unlike Google and other search engines or ad networks, it also allows you to keep 100% of the ad revenue - and puts you firmly in control.

The big advantage is that DTI AudienceReach will enable your advertisers to engage with a highly relevant audience in any way they need, and they enable you to provide highly relevant (and therefore more valuable) content to your different audiences. It’s provides the means to earn more revenue from your online and print audiences. It’s win-win enabled by necessity – and some very clever technology.

For example, DTI AudienceReach will enable you to increase revenue by the marriage of audience data with a circulation system. This will allow subscription or targeted insert campaigns to be created. Similarly, integration with an advertising system will allow targeted ad campaigns to be created. The rich audience data also is ideal for outbound call centers (CRM) where individuals may be selected from the audience database for targeted calling campaigns. Results from campaigns can be returned to the audience database for analytical reporting, giving you the detailed audience information that you need to succeed.

Without an audience there can be no media. Without an intimate knowledge of your audiences, and the use of marketing based upon this intimate audience knowledge, you are not exploiting the opportunities that the worldwide audience for your content brings. Your readers and advertisers deserve better. So does your brand.

1 The Science Behind the Audience Genome
In human genome analysis, traits are defined by genetic markers.
In behavioral targeting, individual interests and preferences can be defined by characteristics that form a profile of an audience member.
At DTI we call this the Audience Genome.

DNA sequencing and behavioral targeting are also applications that demand real-time “live” data analytics – the ability to sift through immense amounts of data to find relevant matches. Transactional bit-map indexing technology enables the real-time analytics in DTI AudienceReach. This means that individually relevant content
– news, ads and entertainment – can be matched and delivered to an audience member in an instant.

The technology that advances molecular scientific research provides a powerful foundation that will enable you to provide your readers and advertisers with the relevancy they so urgently need.

Prior to transferring from its UK office to head the company in Australia, Page was a Senior Consultant with DTI, working with UK customers such as The Telegraph Group to help transform their operations through innovative technology. A British citizen with permanent residency in Australia, Page first moved to Sydney in 2000 and was Vice President, Sales and Marketing - Asia Pacific for Net-linx Publishing Solutions until returning to the UK in March, 2006. david.page@dtint.com www.dtint.com

Written by: David Page

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