From numbers to dollars: How analytics helps to leverage and increase content monetization potential

Overview

In this Webinar you will find out

• What opportunities paid content holds for you

• How to get started

• What kinds of decisions you need to take

• How to take it forward after paywall launch

Content Monetization can help you backfill some of the revenues lost

On

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Before paid content services

With paid content services

With a data-driven approach and applying industry best practices content monetization can be up and running in as little as 45 days (31 to analyze + 14 days to launch)

When considering paid content, many questions arise

• How much money can I make?

• Will I lose any traffic?

• How shall I charge for it?

• What subscription packages shall I offer?

• Do I need to do anything after the launch?

Applying analytics over your data bundled with industry expertise helps answer these questions

The formula is simple:

How much money can I make?

# of people paying $ charged for the service

It is not rocket science, but the devil is in the details!

X

How many unique visitors do you really have?

How many readers do you

have?

How big is your audience, really?

Traditional website tools overstate visitors by 30 to 50 percent 20 to 50 percent of visitors do not read any content

The number of people paying are only a subset of your visitors

How many readers encounter a paywall?

How many will actually pay?

How big is the audience of a typical paywall?

About 5% - 10% reach metered limits or protected content Conversion rates are between 0.03% and 2.5 %

The number of people paying are only a subset of your visitors

There is no one-size-fits-all answer

Analysis techniques and industry best practice help determine the real potential

Sales funnel performance

Total visitors

Unique visitors

Unique readers

Readers hitting the paywall

Subscribers

50 % to 70 %

25 % to 65 %

1.3 % to 6.5 %

0.01 % to 2.0 %

Browser identification and industry benchmarks on number of devices per person are best used to get to a realistic number of visitors

Ignore visits of homepage, section frontpages, and other non-content pages

Group analysis into paid/unpaid content, do scenario analysis on meter limits

Apply industry standards to calculate optimistic, average, pessimistic scenarios

100%

The formula is simple:

How much money can I make?

# of people paying $ charged for the service X

Subscription pricing depends on various factors Print prices Industry and market benchmarks Your online strategy

How much should I charge?

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Ideal

High

Too High

Subscription pricing depends on various factors Opt-out trial offers and promotions Daily, monthly, quarterly, annual subscriptions

What’s in a package

100%

82,73%

67,33%

0%

20%

40%

60%

80%

100%

120%

0

500

1000

1500

2000

2500

3000

Tried opt-out Bought a 2nd subscription Bought a 3rd subscription

Different sections of your content have different monetization potential

Monetization Models

LOYALTY

Metered paywall Hard paywall

Nothing to monetize Advertising

TRAFFIC

Content and Reader Profiling holds valuable insights to selecting the right metering approach

What content should I charge for?

Traffic

Lo

ya

lty

Sports

Lifestyle

Business

World News

TV

Science

Travel

Culture

Content consumption varies by site, so... How much free access do I offer? Over what period of time (weekly, monthly)?

Where to set the meter

90 % of your audience never hit the paywall The majority of readers never hit the paywall and

have no idea that the site must be subscribed to Homepage and section fronts remain free to

maintain traffic Only full article pages are metered, no photo

galleries

Will I lose any traffic?

Industry experience shows There is usually no loss of display

advertising due to unsold inventory

The loss in 3rd party ad revenues is minimal

The usual range of pageview loss ranges between (8-25 %)

Analysis of data and various business scenarios help optimize the

ratio of affected users and affected page views

Will I lose any ad revenues?

There is no “one size fits all” paid content setting A site is a complex network of content in all

topics and forms Define your subscriptions packages with the

customer lifecycle in mind Launch is where the work begins

Analysing content

Launching paid content is just the beginning. There is a lot of potential to optimize your revenue streams post-implementation: Test different pricing levels Optimize meter settings Find and close conversion leaks in the sales funnel Reactivate former subscribers

A solid suite of standard reports and applied analytics helps grow revenues over time

Conversion optimization

Post-launch opportunities: Test different pricing levels

Pricing at launch might be close, but not perfect A/B or multivariate testing helps to identify ideal

price points Apply a data-driven approach rather than “educated”

guesswork

Fine tuning your pricing

Post-launch opportunities: Optimize meter-settings Meter-optimization Analysis

When should the user be asked pay?

Post-launch opportunities: Find and close conversion leaks

Analyse Bounce Rates and Exit Rates to find out where you miss out on opportunities

Conduct A/B Testing on improvements

Increasing conversion rates

Post-launch opportunities: Reactivate former subscribers

Prevent churn by making re-activation offers Analyze inactive subscriber usage for reactivation

targeting Use behavioral targeting to avoid offering discounts to

subscribers likely to renew at full price

Retention modeling

Retention modeling

Want to assess your options? Consider a detailed assessment of your options with Piano Media’s Content Monetization Analysis (CMA)

How to get started?

Who are we?

Piano Media is a partnering company dedicated to

long-term support of publishing houses, helping

them employ paid content strategies and monetize

their digital content profitably.

We specialize in metered paywall systems and

sophisticated analytic intelligence.

The company was founded by former newspaper

executives and online publishers.

We have already helped to acquire substantial

revenue streams in more than 100 publishing

houses and 30 media groups including:

Newsweek, Digital First Media, Ringier Axel

Springer, M. DuMont Schauberg, Agora SA,

Verlagsgruppe Passau, Morris Publishing, DC

Thomson, GateHouse Media, Halifax Media,

PostMedia, The London Independent and others.

The voice of our customers

“We were very impressed by Piano’s flexibility and their integration and implementation speed.” Kirsten Morrison Head of Digital DC Thomson

“Newsweek chose Piano’s metered solution because Piano’s system has reliable technology for identity management.” Etienne Uzac CEO IBT Media

“We had strict requirements regarding how the Piano solution needed to fit our existing technical environment and were happy that our tech teams were able to work closely and accomplish this task.” Michael Niedringhaus Director of Development M. DuMont Schauberg

“With the rapid growth of mobile and tablet browsing we felt our subscription package had to reflect the needs of our readers.“ Maciek Nowak Digital Director Gazeta Wyborcza Poland's most influential daily newspaper with over 2.2 million online users

THANK YOU FOR YOUR ATTENTION QUESTIONS,COMMENTS?