Tag Archives: Digital Marketing

Branded Content in Olympics: Engagement and Revenue

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Branded content marketing has emerged as a powerful alternative for publishers seeking to deliver high-value content to their audiences while enhancing revenue, especially during major events like the Paris 2024 Olympic Games.

This strategy goes beyond traditional advertising by creating engaging and relevant content that resonates with viewers on a deeper level. As publishers look to capitalize on the global excitement surrounding the Olympics, branded content offers a unique opportunity to forge meaningful connections with audiences and generate substantial engagement.

What Is Branded Content?

Branded content is a piece of content marketing media that a marketing professional creates to promote businesses or specific products in innovative ways. Unlike traditional digital marketing efforts such as ads, commercials and banners, branded content marketing isn’t about doing a direct sale, but rather establishing a long-lasting connection with your audience.

Branded content can take many forms, but is typically a partnership with a publisher and/or advertiser that work alongside a brand to create a storytelling narrative that inspires, informs or influences the audience. Through branded content marketing, a business can showcase their personality, ethos, and identity, humanizing the brand and fostering authentic and trustful relationships.

Why Is Branded Content is Important?

Branded content marketing matters because it is a long-term investment in your brand’s reputation. Besides being a great way to attract new customers by grabbing their attention with engaging media, branded content helps businesses maintain its customer base by providing entertaining and educational content that appeals to existing customers.

So, why is branded content so important for your business?

1. Build trust and authenticity

Creating compelling content fosters emotional connections that traditional marketing alone cannot achieve. Brands can create narratives that showcase origins, challenges and triumphs, companies become more relatable and this transparency establishes a foundation for a genuine and honest relationship.

By creating narratives that evoke emotions such as joy, empathy and inspiration, branded content marketing helps companies to resonate deeply with audiences on an emotional level.

2. Focus on consumers

Branded content marketing helps shine the spotlight where it matters the most: your customers.

Optimizing customer experience is a key objective of any successful marketing campaign strategy, and branded content play an important role in this journey. By creating content that is relevant, valuable and enjoyable for your audience, you can foster positive and memorable experiences.

Branded content also serves an educational purpose, offering pertinent information, addressing concerns and questions or engaging in cultural trends. Whether delivered through videos, blog posts, or social media updates, branded content enhances the customer experience, creating a more enjoyable and fulfilling interaction with your brand.

3. Potential for growth

Branded content pieces usually appears on digital platforms such as social media, the company’s website and media outlets. Because the internet is in constant evolution, there are always potential new formats or channels for branded content to emerge and become popular.

As more platforms are born and integrate with one another, so does the reach of a branded content marketing strategy, attracting consumers from different internet sources. To make sure that it is easy for customers to find the brand and its content, it is crucial to optimize all pieces of content for SEO purposes.

4. Build brand awareness

According to the International Journal of Advertising, branded content is 22 times more effective than traditional advertising. Branded content helps increase visibility and recognition of your brand by creating engaging and memorable content that resonates with your target audience. This can enhance brand recall and establish a stronger brand presence in the market.

5. Differentiates the Brand from Competitors

In a crowded market, branded content allows a brand to showcase its unique voice, values, and personality. This differentiation helps the brand stand out from competitors and can be a key factor in a customer’s decision-making process.

Examples of Branded Content

Marketing professionals can create a wide range of branded content pieces, such as:

  • Documentaries that connect the brand to impactful stories
  • User-generated content for social media 
  • Explainer series that connect websites with videos and quizzes
  • Sponsored articles in news websites
  • Case studies highlighting how the brand connects with audiences

Branded Content in Sports

Branded content in sports has become a powerful tool for marketers, leveraging the passion and engagement of sports fans to create memorable and impactful campaigns. This type of content allows brands to seamlessly integrate their message into the sports experience, providing value to fans while enhancing brand recognition and loyalty.

By aligning with the excitement and emotional highs of sporting events, brands can create authentic connections with their audience. Whether through sponsorships, collaborations with athletes, or creating unique sports-related content, brands can tap into the fervent fan base to drive engagement and brand affinity.

Brands can explore different types of sports branded content, such as influencer-driven videos, compilations of unique and impactful moments or personalized profiles of teams and athletes, brands can leverage the power of a well-crafted storytelling to reach a wider audience.

Why the Olympic Games are a Great Opportunity for Branded Content

The Paris 2024 Olympic Games present an unparalleled opportunity for branded content due to their global reach and the intense emotional connection they evoke among viewers from all over the world. With over 1 billion estimated global audience, the Olympics offer brands an unique platform to reach a diverse and engaged audience. The event’s universal appeal and the stories of perseverance, triumph, and sportsmanship resonate deeply with viewers, making it an ideal backdrop for creating impactful branded content. By aligning with the values and excitement of the Olympics, brands can craft narratives that not only promote their products but also inspire and connect with their audience on a profound level.

Moreover, the multi-faceted nature of the Olympics, encompassing a wide variety of sports and athletes from different cultures, allows brands to tailor their content to specific segments of the audience. This versatility enables brands to create highly personalized and relevant content, enhancing engagement and effectiveness. Additionally, the extensive media coverage and social media buzz surrounding the Olympics amplify the reach of branded content, providing ample opportunities for brands to leverage user-generated content and real-time marketing.

Successful Branded Content Initiatives during the Olympic Games

P&G’s “Thank You Mom” Campaign

To celebrate 100 days until the Opening Ceremony of the Rio 2016 Olympic Games, Procter & Gamble (P&G) released a new installment of their award-winning “Thank You, Mom” by releasing a new video, “Strong”.

The branded content piece followed the Olympic Games journeys of four mothers and their Olympian children, showing moments, both big and small, when a mother’s strength makes all the difference, building up to the moment when each child finds their own courage to participate in the world’s biggest sports event – the Olympic Games.

P&G’s branded content marketing strategy sought to reach their most important audience, moms. With over 1 billion global impressions, the campaign greatly increased P&G’s brand awareness and it is considered one of the company’s most successful worldwide campaigns ever.

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Leveraging Arena Community for Branded Content Strategies

Publishers can leverage Arena Community to forge impactful partnerships with brands and develop robust branded content strategies. Arena Community’s suite of products, including Live Chat, Live Blog, real-time engagement tools, and content moderation, offers a dynamic platform for creating immersive branded experiences. By utilizing these functionalities, publishers can host interactive live events, conduct real-time polls, and facilitate discussions that seamlessly integrate brand messaging, making the content more engaging and relevant for the audience.

These initiatives not only enhance audience engagement but also open up new revenue streams for publishers. By partnering with brands, publishers can create sponsored content and collaborative campaigns that resonate with their readers. Arena Community’s analytics tools provide valuable insights into audience behavior, allowing publishers to tailor their content strategies and demonstrate the effectiveness of branded content to their partners. This synergy between interactive online community features and branded content marketing not only boosts publisher revenue but also strengthens the connection with their audience, fostering a loyal and engaged community like never before.

Learn how Arena can help you enhance audience engagement in sports coverage.

Digital Products: How Publishers Can Increase Sales by Enhancing Engagement and Interactivity

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In the ever-evolving digital landscape, publishers face the challenge of standing out amidst a sea of content. One of the most effective ways to sell more digital products is by enhancing audience engagement and interactivity, besides incorporating branded content into your strategy. For this to work, it is necessary to understand and target your audience, offering a rich and engaging experience, and helping your brand to build loyalty with your customers.

So now, let’s uncover some of the secrets to selling digital products that resonate with your audience.

The Importance of Engagement, Interactivity, and Branded Content

Engagement, interactivity, and branded content are crucial for several reasons:

  • Increased Attention: Engaged users spend more time on your site, consuming more content and increasing the likelihood of making a purchase.
  • Higher Conversion Rates: Interactive elements such as quizzes, polls and Q&As, and live chats can lead to higher conversion rates as they make the user experience more dynamic and personalized.
  • Customer Loyalty: An interactive and engaging website fosters a sense of community and loyalty among users, encouraging repeat visits and purchases.
  • Brand Affinity: Branded content helps build a stronger connection with your audience by aligning your digital products with trusted brands, enhancing credibility and appeal.

Effective Strategies to Boost Engagement and Interactivity

  1. Interactive Content: Integrate interactive content such as quizzes, surveys, and polls. These not only engage your audience but also provide valuable insights into their preferences and behaviors. For instance, a quiz about a topic related to your digital products can lead to personalized product recommendations, increasing the likelihood of sales.
  2. Live Events and Webinars: Host live events, webinars, or Q&A sessions related to your digital products. These events provide an opportunity to showcase your products in action, answer questions in real-time, and build a deeper connection with your audience. Promote these events through your website and social media channels to attract a larger audience.
  3. Personalized Recommendations: Use data and analytics to offer personalized content and product recommendations. When users see products that are tailored to their interests and behaviors, they are more likely to make a purchase. Implementing algorithms that track user behavior and preferences can significantly enhance this personalization. Discover how you can gather first-party data and use it to your advantage. 
  4. Engaging Visuals and Multimedia: Utilize engaging visuals such as infographics, videos, and interactive graphics to make your content more appealing. Videos, in particular, can effectively demonstrate the value of your digital products, provide tutorials, or share customer testimonials.
  5. Gamification: Introduce gamification elements like badges, rewards, and leaderboards. Gamification can motivate users to engage more deeply with your content, participate in challenges, and ultimately make purchases to achieve higher status or rewards.
  6. Community Building: Create a sense of community by incorporating forums, discussion boards, and social media groups. Encourage users to share their experiences, provide feedback, and interact with each other. A strong community can significantly enhance user engagement and loyalty.
  7. Branded Content: Partner with reputable brands to create co-branded content. This can include sponsored articles, branded videos, or collaborative webinars. Branded content not only provides additional revenue through sponsorships but also enhances your credibility and expands your reach by tapping into the brand’s audience.

Leveraging Conversion Cards

One powerful tool to enhance engagement and drive sales is the use of Conversion Cards. Conversion Cards are interactive elements that can be embedded into your website to encourage specific actions from your audience. Here’s how they can help:

  • Donations: If your digital products include free content or you operate on a freemium model, you can use Conversion Cards to request donations. By offering value upfront and then asking for support, you can generate revenue while maintaining user trust and satisfaction.
  • Paid Subscriptions: Use Conversion Cards to promote your paid subscription services. Highlight the benefits and exclusive content available to subscribers, and offer a seamless way for users to sign up directly through the card.
  • Lead Generation: Capture email addresses and other contact information through Conversion Cards by offering something of value, such as an e-book, a discount code, or access to exclusive content. This helps build a database of potential customers who can be nurtured into paying customers.

Example of Effective Use of Conversion Cards

Let’s say you’re a publisher offering a range of digital products including e-books, online courses, and premium articles. You can embed Conversion Cards in your blog posts and product pages. For instance, at the end of a free article, you could have a Conversion Card that invites readers to donate to support more high-quality content. Alternatively, you could offer a discount on your next e-book purchase for users who sign up for your newsletter through a Conversion Card.

The easiest way to increase engagement

In a competitive digital environment, publishers must focus on enhancing engagement, interactivity, and incorporating branded content to sell more digital products. By integrating interactive content, hosting live events, offering personalized recommendations, using engaging visuals, implementing gamification, building a community, and leveraging branded content, publishers can create a more dynamic and appealing user experience.

Conversion Cards, donations and paid subscriptions can further drive revenue and build a loyal customer base. If you want a platform that is easy-to-use and want to increase your website monetization through engaging and interactive content, check out Arena’s Live Blog and Live Chat features and get ready to boost your revenue.

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6 Strategies to Optimize Ad Viewability

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Ad viewability is an important trend in the advertising industry, often regarded as the primary metric for valuing display and video ads.

So, why is ad viewability so important?

Both publishers and advertisers are striving to boost their ad viewability rates. In this article, you will learn what ad viewability is, why it is crucial for publishers and discover practical tips to optimize it.

What Is Viewability?

Viewability is a term that describes an online advertising metric that seeks to exclusively track impressions that users can see. For example, let’s say you have an ad placed on the bottom of a webpage. If a user doesn’t scroll down enough to see it, that impression won’t be deemed viewable.

So What Does “Viewed” Really Mean?

The standard definition of the Internet Advertising Bureau’s (IAB) and Media Rating Council’s (MRC) for viewability indicates that at least 50% of the ad must be in view for at least one second for display ads and two seconds for video ads.

Why Is Viewability Important?

As expected, advertisers want their ads seen by potential customers, but studies show that around 54% of ads aren’t viewed by users. In this sense, viewability is important for both advertisers and publishers, and it is designed to allow advertisers to pay only for the ads that users can see.

Just like other aspects of marketing, viewability is becoming more and more important as the industry is evolving. Viewability is a much more accurate metric to measure reach, avoiding any discrepancy in ads served versus ads viewed, giving publishers and advertisers more accurate insights and conclusions, and curating a more precise picture of how to drive better results.

In short, when ads are visible, advertisers get better returns on their investments, leading to:

– Building Trust: Advertisers trust publishers with high viewability rates.

– Higher Budgets: Advertisers are willing to increase budgets for viewable impressions.

– Long-Term Partnerships: Consistent viewability can lead to long-term relationships.

Factors Influencing Viewability Rates

Several factors can impact whether an ad is seen or not:

– Ad Placement: Ads placed “above the fold” (the visible part of the webpage without scrolling) have higher viewability rates.

– Page Load Speed: Faster-loading pages ensure that ads appear in time for users to see them.

– User Behavior: How users interact with your site (scroll speed, engagement levels) can affect whether they see the ads.

– Ad Size: Larger and vertical ad units tend to have higher viewability rates.

– Device Type: Mobile devices often have different viewability rates compared to desktops due to screen size and user behavior.

Now that you know what might be hurting your ad viewability score, let’s uncover some of the best practices to get the best results with your ad revenue strategy.

Enhancing Ad Viewability: 3 Key Elements to Watch

In this section, we will explore the key elements that influence ad viewability, why they are important, and how to optimize them for better performance and revenue.

Increasing Ad Inventory Value

Why is important?

  • High viewability boosts ad inventory value. More visible ads mean better performance metrics, such as click-through rates (CTR) and conversion rates.

How to improve it?

  • Higher CPMs: Advertisers pay more for high-performing ads.
  • Increased Demand: More advertisers compete for high-viewability spots.
  • Optimized Revenue: Better-performing ads lead to increased overall revenue.

Improving User Experience

Why is important?

  • User experience (UX) directly affects viewability. Ads that load quickly and appear in non-intrusive locations keep users engaged without frustration. Poor UX can drive users away, reducing ad viewability and site visits.

How to improve it?

  • Page Load Speed: Faster pages improve UX and ad viewability.
  • Ad Placement: Strategically placed ads enhance the browsing experience.
  • Responsive Design: Ensures ads look good on all devices.

Meeting Industry Standards

Why is important?

  • Industry standards, like those set by the Interactive Advertising Bureau (IAB), define what makes an ad viewable. Meeting these standards is crucial for credibility and competitiveness.

How to improve it?

  • Compliance: Adhering to standards ensures your site meets advertiser expectations.
  • Competitive Edge: Sites that meet/exceed standards attract more business.

Understanding what constitutes a good viewability rate is essential for publishers aiming to optimize their ad performance. Generally, the Interactive Advertising Bureau (IAB) and the Media Rating Council (MRC) set the standards for viewability.

IAB Guidelines set that at least 50% of an ad must be in view for one second for display ads, and two seconds for video ads. That said, aiming for a viewability rate of 70% or higher is considered excellent according to the industry standards.

Tips to Improve Ad Viewability

1. Ad Placement and Layout

Optimizing ad placement and layout is key to improving viewability for publishers. Proper ad placement ensures ads are seen without disrupting the user experience.

  • Above the Fold: Place ads just above the fold. This placement increases the likelihood of users seeing the ads without scrolling.
  • Vertical Formats: Use vertical ad units like 120×240, 240×400, and 160×600. These formats remain in view longer as users scroll down the page.
  • Inline with Content: Integrate ads within content areas. Ads placed next to engaging content are more likely to be seen.
  • Avoid Clutter: Limit the number of ads per page to avoid overwhelming users. A clutter-free page improves both user experience and ad viewability.

2. Mobile Optimization

With the growing number of users accessing content via mobile devices, optimizing ads for mobile is essential.

  • Mobile-Friendly Ads: Design ads specifically for mobile screens. Ads that fit well on mobile devices are more likely to be viewed.
  • Responsive Ad Units: Use responsive ad units that adjust to different screen sizes. This ensures ads look good and function well on any device.
  • Ideal Mobile Sizes: Preferred mobile ad sizes include 320×100 and 300×250, but should be adjusted accordingly to guarantee maximum readability.
  • Faster Load Times: Optimize ad load times on mobile. Faster-loading ads are more likely to be seen by users who may navigate away if a page takes too long to load.

3. A/B Testing

A/B testing helps identify the most effective ad layouts, providing data on the best-performing layouts, messaging and placements and increasing understanding of user behavior and preferences.

  • Split Testing: Show different versions of a page to different user groups. Compare results to identify the most effective layout.
  • Multivariate Testing: Test multiple variables (ad size, placement, design) simultaneously. This method provides detailed insights into what combination works best.
  • Iterate and Optimize: Continuously test and refine ad layouts based on performance data. Regular adjustments ensure that the ad strategy stays effective over time.

How to Best Load Ads and Content for Viewability

4. Improve Load Speed

One of the most critical factors that can negatively affect ad viewability is user behavior combined with ad load speed. Lazy loading means ads and content load only when they appear into the user’s viewport, preventing ads from being below the flow, where users may never scroll.

By not loading ads all at once, the initial page load is quicker, reducing unnecessary data usage by loading elements only when needed and increasing the chance they will be seen.

Here is how you can improve it:

  • Intersection Observer API: A JavaScript API that efficiently handles lazy loading. It detects when an element enters the viewport and triggers the load.
  • Scroll Event Listener: A simpler method that checks the user’s scroll position and loads ads accordingly. While less efficient than the Intersection Observer, it’s still effective for basic implementations.
  • Third-Party Libraries: Tools like LazyLoad.js provide out-of-the-box solutions for implementing lazy loading without extensive coding.

5. Minimizing Passbacks

Minimizing passbacks means reducing the number of ad calls made from one server to another, reducing page latency and improving ad viewability. Passbacks can slow down page load times, affecting the viewability of ads.

  • Single Request Architecture (SRA): Reduces the number of server calls.
  • Direct Deals: Engaging in direct deals with advertisers reduces the need for multiple server calls. This ensures ads load directly from the primary server.
  • Header Bidding: Implementing server-side header bidding over client-side can significantly reduce ad server calls, leading to faster load times.

6. Ad Refresh Strategies

Refreshing ads can improve viewability but must be done in line with industry standards.

  • Time-Based Refresh: Set ads to refresh after a specific period (e.g., every 30 seconds). Ensure that the ad has been in view for the required duration before refreshing.
  • User Engagement Triggers: Refresh ads based on user interactions, such as clicking or scrolling.
  • Viewability Thresholds: Refresh ads if they meet a certain viewability threshold, maximizing the chances of refreshed ads being seen.
  • Avoid Over-Refreshing: Maintain a balanced refresh strategy, as too many refreshes can upset users and reduce the effectiveness of ads.

 Examples of Successful Viewability Rates

To put these strategies into perspective, consider some real-world examples:

  • Publisher A: After placing ads above the fold and using lazy loading, they saw a viewability rate increase from 55% to 75%.
  • Publisher B: By switching to larger ad formats and improving page load speed, their viewability rate jumped from 60% to 80%.
  • Publisher C: Implementing sticky ads and optimizing for mobile devices led to a viewability rate rise from 50% to 70%.

These examples highlight how targeted strategies can lead to significant improvements in ad viewability, making your site more attractive to advertisers and increasing potential revenue.

How to Maintain High Viewability Rates

Ok, so you identified the key factors and elements to consider while optimizing your ad viewability strategy. What comes next?

It is not enough to increase your viewability rates, your team needs to work toward maintaining and continuously improving your score.

Continuous Monitoring and Optimization

1. Use Real-Time Analytics Tools: Platforms like Google Analytics or DoubleVerify can help you track viewability metrics in real time. This allows you to identify issues quickly and make adjustments accordingly.

2. Set Alerts: Configure alerts for when viewability drops below a certain threshold. This proactive approach ensures you can respond promptly to any problems.

3. Regularly Review Performance Metrics: Make it a habit to review your ad performance metrics weekly or monthly. Look for patterns or trends that could indicate areas for improvement.

Update Ad Placements regularly

  1. Rotate Ad Positions: Periodically change the location of ads on your site. This can prevent “ad fatigue” and ensure your ads remain visible to users.
  2. Test New Placements: Use A/B testing to experiment with new ad positions. Assess which placements yield the highest viewability and integrate those into your standard layout.
  3. Responsive Design: Ensure your ad placements adapt well to different screen sizes and devices. This flexibility can help maintain high viewability across all user experiences.

Leverage Data and Analytics

Data is your best friend when it comes to maintaining high viewability rates:

  1. Analyze User Behavior: Use heatmaps and scroll-tracking tools to understand how users interact with your site. Identify the zones where users spend the most time and place ads accordingly.
  2. Track Performance Metrics: Focus on key metrics such as viewable impressions, average viewability time, and engagement rates. Use this data to fine-tune your ad strategies.
  3. Segment Your Audience: Break your audience into segments based on behavior, device, or location. Tailor your ad placements to suit the preferences of each segment for better viewability.

Engage with Industry Trends and Standards

Staying updated with industry trends and standards is crucial for maintaining high viewability rates:

  1. Follow IAB Guidelines: Regularly check for updates from the Interactive Advertising Bureau (IAB) on viewability standards. Adhering to these guidelines ensures your ads meet industry benchmarks.
  2. Attend Webinars and Conferences: Participate in industry events to learn about the latest trends and technologies in ad viewability. Networking with other publishers can also provide valuable insights and strategies.
  3. Read Industry Reports: Keep an eye on reports and studies from reputable sources like eMarketer and Adpushup. These can offer data-driven insights into what’s working well in the industry.
  4. Implement Best Practices: Adopt best practices shared by industry leaders. This might include using specific ad formats, optimizing for mobile, or employing new ad technologies.

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Effectively managing ad viewability is essential for maximizing monetization and creating a sustainable revenue stream. An ad manager within a publishing platform, such as Arena Community, can play a pivotal role in this process.

Arena Community offers robust features for monetization, including advanced analytics, real-time tracking, and optimization tools that help publishers enhance ad placement and user experience. By leveraging these features, publishers can ensure high viewability rates, attract premium advertisers, and ultimately boost their ad revenue.

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7 Website Monetization Strategies for the Age of Social Media

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In today’s digital landscape, both internet personalities and companies are vying for audience attention across various platforms. Influencers leverage social media (SoME) and video content, while businesses use websites and other digital tools to engage with their target audience. With this intense competition, creating a robust monetization strategy for your website is crucial to stand out and generate revenue effectively.

The Rise of Social Media and Video Content

Social media platforms and video content have revolutionized how we consume information. Influencers use platforms like Instagram, YouTube, and TikTok to build large followings and engage with their audience in real-time. Companies, too, have embraced these platforms to create compelling content that resonates with their audience, from product launches to customer engagement campaigns.

According to the research Publisher Trends Report, conducted by Echoboxv and published in 2023, the publishing industry claimed that creating video content (47%) is one of their priorities for the next few months, coinciding with a surge of publishers focusing on TikTok (59%). 

While social media offers a dynamic way to connect with audiences, it also means that users’ attention is divided across various channels. This fragmentation makes it essential for website owners to implement strategies that not only attract visitors but also convert them into loyal customers or engaged followers.

Developing a Monetization Strategy for Your Website

To successfully monetize your website, consider integrating multiple revenue streams. Here are some effective strategies:

  1. Ad Revenue with Google AdSense: Google AdSense allows you to display ads on your website and earn revenue when visitors interact with them. By integrating Google AdSense, you can take advantage of Google’s extensive ad network, ensuring relevant ads are displayed to your audience, thereby increasing the likelihood of clicks and revenue. Arena’s features also allow you to integrate your Google AdSense with Live Blog, therefore increasing your earnings and maximizing your monetization strategy.
  2. Lead Generation with Conversion Cards: Conversion Cards are tools that help you capture leads directly on your website. By offering valuable content or services in exchange for contact information, you can build a database of potential customers. This strategy is particularly effective for businesses looking to nurture leads through email marketing or other follow-up activities.
  3. Boosting Organic Traffic with SEO: Frequent updates and high-quality content are key to attracting organic traffic from search engines. Implementing a robust SEO strategy ensures your website ranks higher in search results, driving more visitors to your site. High organic traffic not only increases ad revenue but also improves the chances of lead conversion.
  4. Content Marketing and Affiliate Marketing: Creating valuable content that addresses your audience’s needs can establish your website as an authority in your niche. By incorporating affiliate links into your content, you can earn commissions on products or services recommended to your audience. This approach works well for influencers and companies alike, providing a passive income stream while adding value to your readers.
  5. Offering Premium Content or Memberships: If your website provides specialized content, consider offering premium content or membership subscriptions. This model works well for websites that offer exclusive insights, in-depth analyses, or premium tools and resources. By charging a subscription fee, you create a steady revenue stream while providing additional value to your most dedicated users.
  6. Hosting Virtual Events: Virtual events, such as webinars, live Q&A sessions, or online workshops, can attract a large audience and generate revenue through ticket sales or sponsorships. Using tools like Arena’s Live Blog, you can seamlessly integrate live coverage of events on your website, enhancing user engagement and providing real-time updates.
  7. Data Monetization: Collecting and analyzing customer data allows you to tailor your content and marketing strategies more effectively. While ensuring compliance with data protection regulations, you can use this first-party data to offer personalized experiences, improving user satisfaction and engagement, which can lead to increased revenue opportunities.

Combining Strategies for Maximum Impact

To maximize your website’s revenue potential, consider combining several of these strategies. For example, integrating Google AdSense with frequent content updates can boost ad revenue while driving organic traffic. Simultaneously, offering premium content or virtual events can provide additional revenue streams.

By leveraging the right tools and strategies, you can create a comprehensive monetization plan that not only competes effectively in today’s crowded digital space but also provides sustainable growth for your website. Whether you’re an influencer or a company, a well-thought-out monetization strategy is key to turning your digital presence into a profitable venture.

Learn how you can enhance your digital monetization strategies by leveraging a powerful no-code tool that helps you boost traffic, engage viewers and facilitate ad placements on your website. Find out how Arena Live Blog can help boost your monetization strategy.

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Monetization Manager: A New Media Star

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In the rapidly evolving world of digital content, publishers continuously seek new ways to maximize their revenue, and a Monetization Manager might just do the trick. As the streaming industry burgeons, effective ad-based monetization strategies become crucial for maintaining a competitive edge. Companies like Paramount and Netflix have mastered the art of ad-based revenue generation, setting benchmarks for others to follow. One key player in this ecosystem is the Monetization Manager, a role that has emerged as a new streaming star.

The Role of a Monetization Manager

A Monetization Manager is pivotal in driving ad revenue growth for streaming platforms. Their responsibilities encompass a range of strategic and operational tasks, including:

  • Revenue Strategy Development: Crafting comprehensive plans to boost advertising revenue through targeted ad placements, programmatic advertising, and strategic partnerships.
  • Data Analysis: Leveraging analytics to understand viewer behavior, optimize ad placements, and forecast revenue trends.
  • Partnerships and Collaborations: Negotiating deals with advertisers and content creators to enhance monetization efforts.
  • Innovation and Adaptation: Staying ahead of industry trends and incorporating new monetization techniques such as tiered ad-supported models and exclusive content offers.

Benchmarking Success: Paramount and Netflix

Paramount+: Paramount’s streaming service has been a prime example of successful ad-based monetization. The platform utilizes a multi-tier subscription model, offering both ad-supported and ad-free options. This approach broadens its audience base, catering to both budget-conscious viewers and those willing to pay a premium for an uninterrupted experience. Paramount+ capitalizes on its vast library of content and exclusive releases, drawing in subscribers and advertisers alike.

Netflix: While traditionally known for its ad-free model, Netflix has been exploring ad-supported tiers as a new revenue stream. By introducing a lower-cost, ad-supported subscription, Netflix aims to attract price-sensitive consumers while providing a new platform for advertisers. The company’s advanced data analytics capabilities also play a crucial role in targeting ads more effectively, ensuring higher engagement and return on investment for advertisers.

Key Strategies for Effective Monetization

  • Diversified Revenue Streams: Relying on multiple income sources, such as subscriptions, ads, and partnerships, ensures financial stability and growth.
  • Tiered Pricing Models: Offering different pricing tiers, including ad-supported options, caters to a wider audience, from budget users to premium subscribers.
  • Content Exclusivity: Investing in original and exclusive content attracts new subscribers and retains existing ones, making ad spaces more valuable.
  • Advanced-Data Analytics: Using data to understand viewer preferences and optimize ad placements and content strategies is essential.
  • Strategic Partnerships: Collaborating with advertisers, content creators, and other stakeholders can significantly boost revenue.

The Future of Ad-Based Monetization in Streaming

As the streaming landscape continues to evolve, the role of Monetization Managers will become even more critical. Emerging trends such as interactive ads, personalized ad experiences, and global expansion present new opportunities and challenges. To stay ahead, publishers must continuously innovate and adapt their ad-based monetization strategies.

In conclusion, the Monetization Manager is indeed a new streaming star, guiding publishers toward sustainable ad revenue growth in an increasingly competitive market. By following the benchmarks set by industry leaders like Paramount and Netflix, other streaming platforms can enhance their ad-based monetization efforts and achieve long-term success.

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Strategies To Build Safer Online Communities

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Bringing together a large group of people online who share common interests is critical to starting a community. However, achieving true community success in the long term requires more. Specifically, online community managers and community moderation tools play an essential role.

What Is Online Community Moderation?

Online communities are like gardens. They thrive when well taken care of, including removing weeds and receiving the key ingredients to grow, like sunlight, water, and nutrients.

Online community moderation is the art and science of guiding a community to align with specific values. Many communities have a list of formal rules. For example, Reddit community rules often discourage self-promotion. Other online communities – particularly those aimed at younger people – have rules discouraging inappropriate language (e.g., profanity).

There are two broad categories of online community moderation: software and manual. Software-based moderation (included in Arena Live Chat) is an excellent way to filter profanity and other objectionable words. Manual moderation has a role to play in other scenarios. For instance, you might be hosting a celebrity for a Q&A event and want to keep questions on-topic — both manual and software moderation can help you run a successful event.

Ways To Streamline Community Moderation

You can use a few strategies to make online community moderation easier.

Community Rules

Posting a community code of conduct or rules is an effective way to set expectations when new people join. If you host live community online events, it is wise to repeat rules that apply to those interactions so that everybody is on the same page. For example, the r/science community – which has 31 million members – on Reddit enforces multiple rules, including:

  • Must be peer-reviewed research
  • No abusive or offensive comments
  • Non-professional personal anecdotes will be removed
  • No medical advice
  • Comments dismissing established findings and fields of science must provide evidence

Manage Access To The Community

As communities grow larger, it becomes more difficult to maintain standards. Therefore, you should curate your community deliberately. For instance, a publisher can offer several online communities. One community – open to all registered users – may have limited moderation. In contrast, the same publisher might also have a second online community limited to paying subscribers.

For example, a publisher that offers “subscriber only” content and community limits access to people with an active subscription. By the way, a single organization can host multiple communities, including an open community where anybody can join and a more exclusive community for paying members.

Recruit and Retain Volunteer Moderators

Scaling up to a larger community with tens of thousands or more members is tough if you have a single moderator. Fortunately, you can recruit volunteer moderators (often called “mods”) to help maintain community standards. Usually, extending an invitation to a community moderator is best based on the person’s track record. For example, a person who encourages positive dialogue and gently reminds others of the community rules might be a good candidate for a volunteer moderator.

To retain your community moderators, offer them exclusive benefits. For example, content moderators might be invited to ask the first question when you have question-and-answer events. Publishers can also reward moderators with gifts like apparel or subscription discounts.

Build Safe Online Communities with Arena

Although social media can be a good place to start, bringing your online communities can bring numerous advantages for your brand. You can engage with your customers through Live Chat, Live Blog, and other Customer Engagement ideas. Arena is easy to integrate, perfect for conversations, community chat, as well as ratings and reviews.

Arena Community represents a significant leap forward in audience engagement and interaction. With its comprehensive feature set and user-centric design, Arena Community counts with moderation features that guarantee your virtual community stays safe and enjoyable for your audience.

How To Create A Social Media-Like Experience

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Engaging audiences and keeping them on your website has become increasingly challenging. Social media platforms, however, have mastered the art of user engagement by creating immersive, social media-like experiences that captivate their audience. The good news? You can leverage these same strategies to boost user engagement on your site.

Explore our exclusive infographic to learn how!
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Increase Publishing Revenue with First-Party Data

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First-party data is the future for publishers because the most popular browsers – Google Chrome and Apple Safari – no longer support third-party cookies.

Wait, What Is First-Party Data?

Before you can boost revenue with first-party data, getting your team on the same page is important. First-party data is information that a publisher directly obtains from a reader, subscriber, or member of an audience. The following first-party data examples show what this includes:

  • Online Event Participation: If a publisher offers live digital events, you can gather first-party data from those events. For example, you can gather information about clicks and chat comments during a live event.
  • Customer Data: When a person buys a subscription to a publication, a publisher gains more data about them, including their location, news preferences, and media preferences. In most cases, data from paying subscribers is the most valuable variety of first-party data.
  • Email Marketing Analytics: Publishers that send out emails to their subscribers quietly gather data with every open and click. Since this data is connected to specific email users, email analytics data is a fantastic resource.
  • Website Analytics: Good news – you’re probably already using this form of first-party data. Many publishers are already collecting data points like clicks, page views, and time on site through their website analytics platform.

Want the full story on cookieless future? See our post: The Future of Cookies In Marketing Strategy.

What The End of Third-Party Cookies Means For Your Advertisers

To improve your alignment with advertisers, put yourself in their shoes. Advertisers have built successful business models based on third-party cookies for nearly two decades. Then, a series of data privacy scandals, new laws, and changes to popular web browsers brought about the end of third-party cookies.

The old way of delivering highly relevant personalized advertising based on third-party cookies no longer works. Yet, the need to deliver effective online advertising isn’t going away.

For publishers, the shift to first-party data is a once-in-a-generation opportunity. Brands need a reliable way to reach their audiences while ensuring brand safety. Unlike social media platforms, which continue to struggle with toxic content of various kinds, publishers have an advantage thanks to their focus on high editorial standards.

First-party data is the future, and advertisers need data to reach their growth goals. Let’s find out how publishers can drive top-line revenue growth with first-party data.

Increase Publishing Revenue With These 5 First-Party Data Levers

First-party data drives revenue growth most effectively when you continuously gather data from your audience. That level of first-party data gathering is a team sport! Earn buy-in from management and colleagues by connecting the dots between improved first-party data and revenue growth.

Revenue Growth Lever 1: Increase Value for Advertisers

Winning advertiser dollars for your publication is easier when you have robust first-party data. You can offer advertisers a wider variety of segmentation options based on how the audience engages with your content.

For example, an advertiser might want to appeal to new parents. With first-party data, you can filter your audience for people interacting with content related to families, fertility, and related topics. That segment is far more likely to convert for the advertiser than a generic segment based on age and gender.

Revenue Growth Lever 2: Drive Digital Audience Growth

A publisher with a steadily growing, engaged online audience can thrive even when the online world shifts.

First-party data directly supports audience growth because you can make data-driven editorial decisions. For example, you’ll better understand which content and experiences your audience wants. Further, you can test and optimize word of mouth and sharing campaigns to grow your audience. In other words, your editorial strategy will hit more home runs over time by leveraging first-party data.

A growing digital audience means more website users and pageviews, which translates into more ad revenue!

Revenue Growth Lever 3: Get More Paying Subscribers

Many customers are willing to pay for access to premium digital content. Just look at the number of paying subscribers that streaming services have. Netflix had over 200 million paying subscribers as of 2023. It’s not just digital streamers that are succeeding. The New York Times has over 9 million paying digital subscribers as of 2023. There’s no doubt: customers are willing to pay for access to quality content

First-party data is your secret weapon in growing your number of paid digital subscribers. How? Analyze the first-party data generated by your paying subscribers. For example, analyze new customers’ behaviors in their first 30 days. A large percentage of your paying subscribers make a habit of reading their favorite columnists each week. In that case, emphasizing premium access to your columnists can be a winning angle to emphasize in your ads.‍

First-party data also helps you launch more targeted appeals to different audience segments based on their engagement with your publication. For example, you can create sports-oriented subscription ads for one audience segment and political news ads for a different segment.

Revenue Growth Lever 4: Boost Ecommerce Revenue

Selling subscriptions isn’t the only way for publishers to generate revenue. Media companies have offered merchandise (e.g., apparel, notebooks, books by your staff) for years. Digital products, like audio/video recordings and NFTs (non-fungible tokens), represent another opportunity to sell.

First-party data lifts ecommerce sales in several ways:

You can make better decisions about which products to create and promote by looking at audience behavior. For example, your super fans and heavy users are the most passionate about your publication. Promoting branded products like prints, posters, and apparel to your passionate audience segment is more likely to succeed than a general appeal.

Second, first-party data supports more effective segmentation and personalization when developing product ideas. Before committing to manufacturing products, you can gather first-party data about audience preferences. This can be as simple as emailing your subscribers to ask them to join a waitlist for a new product. If you see a significant amount of sign-ups for the waitlist, that first-party data suggests it is worth going ahead to create a product.

Revenue Growth Level 5: Increase Customer Loyalty

Subscriber churn is a problem for many problems. McKinsey research found that “nearly 40 percent of e-commerce subscribers have canceled their subscriptions.” This customer churn tendency will also apply to a publisher’s subscription!

When quitting a subscription feels like clicking a button on a website, it’s no wonder that people leave their subscriptions. There is another way!

When you offer community events and connections to your subscribers, canceling means saying goodbye to friends!

Community – the network of relationships formed around your content and events – is an essential intangible asset. When your audience sees your publication as a community hub, they’re less likely to switch to alternatives. Over time, such increased loyalty translates to higher renewal rates and fewer cancellations.

First Party Growth: A Quick Start Guide For Publishers

In three moves, you can organize first-party data and use it to fuel growth.

1. Get To Know Your First-Party Data

Most publishers already have some form of first-party data in their systems. The challenge is that this data is spread across multiple teams and apps. To assemble this data, look at website analytics, mobile device analytics (e.g., mobile web and mobile apps if applicable), and email marketing analytics. Ensure you check in with your peers in sales, marketing, analytics, and subscriptions to identify your first-party data.

Once you have identified your first-party data resources, you can build a “single source of truth” for subscribers. This means organizing your data to track a subscriber’s activities across multiple devices, channels, and experiences.

2. Assign Budget & Resources To First Party Campaigns & Testing

To gain the benefits of first-party data, committing to acting on it is essential. This could be as simple as setting a goal of creating at least two tests per month based on first-party data. Whether you start small or invest deeply in data,

3. Use Engagement Technology To Grow Website Engagement

Most publishers are already gathering website analytics and email data. While valuable, those sources of first-party data are more common. Therefore, building an advantage based on that data is more complicated.

Adding Arena Live Chat and Live Blog to your website gives your audience new ways to engage. Instead of looking at pageviews, you can look at chat interactions and logs. You’ll grow audience loyalty and get more data by offering more online community experiences that resonate with your audience.

How To Get More First-Party Data With Arena

The end of third-party cookies will change the world of online advertising and publishing. That change creates a new opportunity for publishers to grow their audiences and attract advertisers.

The essential ingredient is growing your online audience and continuously gathering first-party data. Learn more about Arena’s solutions for publishers.

The Death of Third-Party Cookies

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Google Chrome, the world’s most popular browser, no longer supports third-party cookies. This change has been in the works for years and arrived in January 2024. The change means publishers and advertisers can no longer rely on third-party cookies. 

What Are Third-Party Cookies?

Let’s recap exactly what’s changing this year so that you can put this change into context. Third-party cookies have been popular because they make it easier to track individual users across the Internet. For example, a brand can see that a person visited three different basketball websites, so promoting a basketball product to them is worth the effort. In addition, third-party cookies also make it simple for brands to advertise products to customers after they view them. 

How Apple and Google Ended The 3rd Party Cookies

Third-party cookies have driven significant revenues, but that approach will no longer produce significant returns. Why? Apple blocked third-party cookies for all users in 2020. That’s important because Apple’s Safari browser is the world’s second most popular web browser.

As of Jan 4, 2024, third-party cookies will be blocked for 99% of Chrome users. By the end of 2024, Google plans to eliminate support for third-party cookies entirely. 

As a result, over 80% of all web users will no longer have access to third-party cookies by the end of the year. It’s likely that the remaining significant browsers – Edge, Firefox, and Opera – will end support over time to remain competitive.

Combining business strategy and regulatory requirements drives the drive to eliminate third-party cookies. Since 2021, Apple’s privacy commitment has led to multiple technical changes that protect user privacy. Google’s 2024 elimination of third-party cookies makes it competitive with Apple from a privacy perspective.

Two critical regulatory changes also drive the drive to enhance privacy changes. Implementing the General Data Protection Regulation (GDPR) in Europe has changed online marketing. Publishers, advertisers, and other organizations must comply or face the consequences. In 2023, Meta Platforms was fined €1.2 billion ($1.3 billion US) for non-compliance. In addition, Amazon, Google, British Airways, and Vodafone have all been fined for non-compliance. 

In California, the California Consumer Privacy Act (CCPA) of 2018 has increased expectations for privacy protections. Coming into effect in 2020, the law applies to many companies, including publishers. The California government has found that multiple industries, including retailers, fitness companies, medical devices, and healthcare, have failed to follow the law. California is the largest state by population – 39 million or 11.7% of the US – so the state’s policy has far-reaching impacts on customer expectations.

If you don’t adapt to the new world, you’ll lose advertiser interest, audience trust, and critical audience insights. 

How To Adapt and Thrive Without Third-Party Cookies

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The end of third-party cookies means the 2010s approach to online advertising has to change. A vital part of the solution lies in developing a first-party relationship. First-party data means that your website directly connects with an end user. By gathering first-party data on your audience, you’ll be able to understand your audience preferences better. 

Want a deep dive into first-party data? Check out our post: What is First-Party Data?

The more first-party data you gather from your audience, the more you can grow revenue as a publisher. First, rich first-party data makes a publisher more valuable to advertisers because you can improve targeting and relevance. Second, robust first-party data helps publishers understand their audience better, making it easier to sell subscriptions and develop editorial content.

Two Ways To Get More Third-Party Data From Your Audience

There are two methods of obtaining more first-party data from your audience: technical and marketing. Both approaches have their merits.

The technical approach is focused on ensuring that you gather consent. It’s very popular – just look at how many websites have data privacy popups! These prompts ask the end user to consent to share data with you. It is a foundational practice to gather first-party data.

While it is a good starting point, asking for permission isn’t enough to engage audiences. Consumers are becoming more and more sensitive about sharing information. To earn their trust, it is crucial to make it worthwhile for end users to give consent. That’s where the marketing approach comes into play.

The marketing approach to first-party data recognizes that publishers and brands are asking for something valuable – consumer data. To earn that value, consumers need to be reassured that they will receive something valuable in exchange for their data.

So, what exactly can you offer your audience to convince them to provide consent and data? After all, first-party data only becomes valuable when you gather data over a prolonged period of time. Earning trust and engagement from your audience depends on their current relationship with a publisher. For simplicity, consider your audience into two categories: logged-in users and paid subscribers.

Appealing To Logged Users

Anonymous website users provide very little first-party data. You’ll find basic analytics data like pages visited and browsers used. This kind of data is minimal. One of the best ways to get better first-party data is to encourage users to create a free user account and log in to your website.

Reserving some content and experiences for logged-in users alone is one of the simplest ways to encourage users to log in. At the end of this post, you’ll get a few ideas to make logging in as a registered user more compelling to your audience.

Keeping Paid Subscribers Engaged 

Your paying subscribers tend to trust your brand the most. By definition, you have much richer data on these users because they have paid for access. However, a one-time purchase generates little first-party data.

The solution is to give your paying subscribers reasons to log into your website regularly. Offering special events and guest columnists are some of the ways you can keep your paying subscribers engaged. 

What if you are already doing everything you can to keep subscribers excited and not seeing the results you want? You just need to offer a fresh experience to your subscribers, and that’s where Arena can help.

How Arena Helps Publishers Succeed Without Third-Party Cookies

When you offer a compelling live experience on your website, gathering first-party data from your audience gets easy. Picture this: your top sports columnists offer live conversations during March Madness, the Super Bowl, and other events. Your audience will eagerly look forward to participating in those events!

Arena makes it fast and easy to create online experiences. You can install Arena Live Chat in minutes and set up a live chat session. Invite your columnists (or special guests!) to start the conversation, and your audience will get involved. A live chat experience keeps your audience engaged on your website for longer, making it easier to gather first-party data. 

Keeping your audience engaged on your website means you will gather a steady stream of first-party data and deepen your relationship with your audience. Keep up these efforts, and you’ll hardly notice the end of third-party cookies. Instead, you’ll have rich first-party data to excite advertisers and better connect with your audience.

What Is First-Party Data?

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Google Chrome, used by over 60% of the world, has killed third-party cookies as of January 2024. So, what’s next for publishers? First-party data is the future.

First-party data is the new, better way to fuel personalized online experiences for your audience and customers. First-party data has been around for a while, but 2024 is the year first-party data rises to the top of your marketing to-do list.

What Is First-Party Data?

To fully understand first-party data, it’s helpful to define it along with a few other commonly used terms. Mastering these concepts makes it easier to plan and collaborate with others.

First-Party Data

First-party data is information a publisher or brand obtains directly from its audience and customers. Some examples of first-party data include a user’s location (inferred based on their IP address), their browser, and which emails they open.

In addition, customer data, such as products purchased and customer addresses, also count as first-party data. First-party data obtained directly from paying customers is one of the most valuable kinds of first-party data!

Since first-party data can take various forms, how do we determine if a given data point counts as first-party data? Ask yourself: did our organization collect this data directly from our audience without any intermediary? If yes, you have first-party data.

Zero-Party Data

This term refers to data that a customer proactively shares with a company. For example, an e-commerce business might run an online poll asking customers to vote on designs for an upcoming product. Customers volunteering data like suggestions, product preferences, and more is also a great sign that you have cultivated a highly engaged customer base.

Second-Party Data

While less commonly used than first-party and zero-party data, you may come across second-party data concerns if you use partnerships.

Second-party data is simply another organization’s first-party data. For example, a news publisher might run a cross-promotion with the local NBA team before the season starts. The data used in this type of promotion may count as second-party data. For example, the two organizations might agree to send messages to their email lists to promote a special pre-season “what to expect this season” live event.

Second-party data and partnerships are powerful ways to grow! There are some considerations to keep in mind with this type of data. You need to check if your privacy policy and your partner’s privacy policy permit this collaboration. In addition, it is wise to be upfront about who you partner with and why. This kind of transparency makes second-party data campaigns more successful.

Third-Party Data

Before 2024, third-party data (especially third-party cookies) was a powerful way to grow online. These cookies allowed publishers and brands to track user behavior across multiple websites, which made it easy to personalize their offerings. Third-party cookies made it easy for advertisers to display highly relevant and personalized ads to users across the Internet.

Third-party cookies are dead today, so it is time to adapt to the first-party data world.

Why Prioritize First-Party Data: 3 Key Reasons

Thriving in a first-party data online environment requires publishers and advertisers to change their focus, methods, and approach. Keep these changes in mind to help you align your team on the new normal.

1) Third-Party Cookies Are Gone!

Google and Apple, which account for over 80% of the world’s web browsers, have ended support for third-party cookies. This is a significant challenge because third-party cookies have fueled many interest-based advertising campaigns.

Publishers can gain an advantage over their competitors by embracing first-party data. When you can offer advertisers detailed information directly gathered from your audience, it’s far easier for your advertisers to grow.

2) First-Party Data Offers A Superior ROI ‍

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Google research has found that using first-party data in marketing campaigns leads to a “2.9X revenue uplift.” That’s just the start of the benefits.

Using first-party data in your campaigns also helps you cut costs by up to 1.5X. As a result, publishers can help cost-conscious advertisers stretch their ad budgets further.

3) Focusing on First-Party Data Strengthens Your Business Model

When a business depends on third parties to grow, that model carries a significant risk. What if those third parties change or decide that they don’t like your publication?

This is a real issue that many publishers have already experienced with social media. Many of the social platforms initially offered fantastic, free organic reach. Over time, organic reach has fallen on Facebook and other platforms.

Building deeper relationships with your audience – vital for long-term first-party data success – offers an alternative. When you have a direct relationship, no other company can step in and prevent you from accessing your audience. Even as technology changes, you’ll have direct access to your customers.

Step-by-Step Guide to Kickstarting Your First-Party Data Strategy

By now, you’ve seen the value of focusing on first-party data. Use these steps to integrate first-party data collection and use into your business.

1. Unlock Hidden Value: Inventory Your Existing First-Party Data Assets

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The excellent news is that almost every publisher with an online presence is already collecting first-party data. Whew, there’s no need to start from scratch!

In this step, list your most significant first-party data assets. We’ll focus on digital first-party assets that tie back to your website.

  • Website. Website visitors constantly share first-party data with you based on the pages they visit, click links, and fill out web forms. Your web analytics platform (e.g., Google Analytics) is your best friend for getting started with this data type.
  • Email. Studying how your audience interacts with your email content is one of the best ways to build your understanding of your audience’s preferences over time. There are over 250 million email users in the US, so email is alive and well.
  • Mobile Apps. Whether you use them to deliver videos, articles, podcasts, or other content, mobile apps can help gather first-party data.

2. Incorporate First-Party Data Into Campaigns And Tests

Collecting first-party data from your audience is only potential value. For this data to grow your business, you need to integrate it into your marketing and publishing. For example, you may allocate a portion of your marketing budget to test new campaign ideas based on first-party data.

3. Integrate Your First-Party Data Sources

Many companies gather bits and pieces of first-party data across their organization. The marketing team may have great insight into how people use the website and email. At the same time, the sales team owns the CRM and customer conversations. For first-party data to deliver maximum value, combining all your customer data and looking for ways to use it fully is vital.

4. Enhance The Data Value Proposition For Your Audience

First-party data collection and use depends on your audience’s trust. Earning that trust starts with offering a solid value exchange. Determine what your audience will get from sharing their data with you. For example, do they get access to exclusive online experiences (more on this later)?

Keeping trust for the long term also requires protecting your audience’s data as required by law, regulations, and your company’s privacy policy.

5. Offer Unique Experiences To Your Audience

Exciting digital experiences are some of the best ways to keep your audience engaged. When they are engaged on your website for long periods, it becomes easier to gather first-party data. This is where Arena helps publishers to thrive!

Building Sustainable Audience Engagement with First-Party Data

Digital community experiences offer a powerful way to build trust and gather first-party data simultaneously. Here are some ways to use Arena Live Chat and Live Blog to create more engaging experiences for your audience.

Grow Your Reputation For Breaking News Coverage

When a significant news event matters to your audience, offering the latest details is almost irresistible. Imagine your audience is full of basketball enthusiasts who want to know how their favorite teams and players are doing. With Arena Live Blog, you can offer play-by-play coverage of games, game statistics, and pre-game coverage.

As you build a reputation for offering up-to-the-minute information for your audience, they will keep coming back for more. The best part is that your audience will naturally want to know about your live blog coverage. In other words, you have an enthusiastic YES when you ask permission to stay in touch (and gather first-party data).

Offer Unique Connections & Content With Chat

Transform your website into a community hub with Arena Live Chat, which takes just a few minutes to install. Once you have a live chat installed, you can offer a variety of chat experiences to your audience, depending on your goal.

  • Want to maximize your audience growth? Offer public chat experiences where anybody can join.
  • Want to go deeper with your current audience? Provide invite-only live chat events.
  • Interested in growing a new revenue source? Offering paid online experiences with special guests. You can also create this kind of exclusive live chat experience with Arena.

Regardless of how big or small your live events are, Arena Live Chat makes it easy to keep the experience brand-safe through moderation. Our automated profanity filter keeps inappropriate language away. Your staff can also use manual moderation to foster a positive experience.

Publishers: Get More First-Party Data With Arena

Giving your audience a good reason to keep returning to your website is vital to any effort to gather first-party data. Request a demo to see how Arena can help you to grow!