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What Your Online News Audience
looking for ?
News Websites online Marketing
Strategy
Who IS the Audience?
• How do you go about knowing your audience?
• What you need to know and why about who they are and how they “consume” online news?
• How do you serve and grow your audience?
How do you go about knowing your audience?
• Tools
• Techniques
• Data Analysis
• Other Strategies
Techniques
• Fielding – Panel
• Random Digit Dial (RDD)
• Online
– Server
– Random
• Collection – Meter
– Survey
Tools
• Volumetric Measures
• Market Research
• Ad Planning
• Qualitative Measures
• Site Centric (Web) Analytics
Volumetric Measures
• Data Providers – Nielsen//NetRatings
– Hitwise • Complementary Service
• Search!!
• Data is purchased from ISPs
– ComScore • Direct competitor
• Market Research
• Most media clients use it for panel size and local reporting
Why it is used…
• Ad Sales
– The biggest number!!!
• Competitive Benchmarking
– Less important
• Strategic Research
– Least important
Market Research
• Custom – Forrester, etc
• Strategic
– Everything is a tool, they just sit on top of it – Answers “The Big Questions” – Highest $$ per project
• Survey Research – Harris, Greenfield, FGI, SSI, Etc
• Models – DIY (client builds it then turns it over) – Consultative (spec, serve, analyze)
Ad Planning Tools
• Syndicated Studies – MRI (magazine) – @Plan (internet) – Scarborough (newspapers)
• Ad Tracking – AdRelevence (internet)
• Advertising Effectiveness – Ad Servers – View through/click trough – Dynamic Logic Style – Test and control methodology – Normative Database
Qualitative Tools
• Focus Groups
– Usability testing etc
• In person
• Remote - Vivadence
Site Centric Analytics
• Server Side Measurement
– “Tagging” or “Cookies”
– Measurement
• Audience: # of browsers by way of cookie
• Pages: # of requests
– Providers
• Omniture
• SiteCensus (N//NR)
Research Methods
• Regression
– Why Things Happen
• Relationship between multiple independent variables and a dependent variable
• Segmentation
– Who People Are
• Understanding the differences in the audience leads to better user experience
What you need to know and why, about who they are and how they
“consume” online news?
• Who they are…
• What they do…
• How’s it changing…
Current Events & Global News Top-line Audience Metrics
Source: Nielsen//NetRatings NetView Service, September 2006
Current Events & Global News Index Against Total Online
Population
104
114
97
8693
73
120
105111
143
0
20
40
60
80
100
120
140
160
Men Women 18-34 25-54 55+
Unique Audience
Page Views
Source: Nielsen//NetRatings NetView Service, September 2006
Current Events & Global News Unique Audience (000) Trend
74,000
76,000
78,000
80,000
82,000
84,000
86,000
88,000
90,000
92,000
Sep
-05
Oct
-05
Nov
-05
Dec
-05
Jan-
06
Feb-0
6
Mar
-06
Apr
-06
May
-06
Jun-
06
Jul-0
6
Aug
-06
Sep
-06
Source: Nielsen//NetRatings NetView Service
Current Events & Global News Page Views (000) Trend
0
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
Sep
-05
Oct
-05
Nov
-05
Dec
-05
Jan-
06
Feb-0
6
Mar
-06
Apr
-06
May
-06
Jun-
06
Jul-0
6
Aug
-06
Sep
-06
Source: Nielsen//NetRatings NetView Service
Current Events & Global News Time-per-person Trend
0:00:00
0:14:24
0:28:48
0:43:12
0:57:36
1:12:00
1:26:24
1:40:48
1:55:12
Sep
-05
Oct
-05
Nov
-05
Dec
-05
Jan-
06
Feb-0
6
Mar
-06
Apr
-06
May
-06
Jun-
06
Jul-0
6
Aug
-06
Sep
-06
Source: Nielsen//NetRatings NetView Service
Loyalty Indicators
Site Share of Active Days % Retention Rate %
AP 14 49
CNN 25 58
LA Times 10 37
MSNBC 21 58
NPR 10 27
USA Today 14 46
WSJ Online 12 31
Yahoo! News 25 66
Source: Nielsen//NetRatings NetView Service. Work, September 2006
Engagement
Source: Nielsen//NetRatings NetView Service. Work, September 2006
Visitors To General News Sites Frequently Provide Advice On…
134
128
126
116
105
110
115
120
125
130
135
Politics / Current
Events
Online Shopping Internet Content &
Services
Financial
Information
Index
Source: Nielsen//NetRatings @Plan Service, Fall 2006
Visitors To General News Sites Enjoy The Finer Things…
128
125
140
123
125 125
110
115
120
125
130
135
140
Political/Community
Event (last 30 days)
Museum/Art Gallery
(last 30 days)
Gourmet food -
Heavy Spending
(p/online/6mo.)
Wine
Collecting/Tasting
Cultural/Historic Sites
(vacation last 2
years)
Independent
(movies/rented/last
30 days)
Index
Source: Nielsen//NetRatings @Plan Service, Fall 2006
Visitors to General News Sites Just Can’t Get Enough News…
140
130
122 124
154
0
20
40
60
80
100
120
140
160
Any New s Weeklies
(magazine, last 7 days)
Political (TV programs, last
7 days)
National New s - Cable (TV
programs, last 7 days)
E-mail New sletter -
Read/Signed up (Last 30
days)
ConsumerReports.org
(paid subscription)
Index
Source: Nielsen//NetRatings @Plan Service, Fall 2006
Broadband is More Prevalent
Source: Nielsen//NetRatings NetView
50%
55%
60%
65%
70%
75%
80%
Sep-
05
Oct-
05
Nov-
05
Dec-
05
Jan-
06
Feb-
06
Mar-
06
Apr-
06
May-
06
Jun-
06
Jul-
06
Aug-
06
Sep-
06
More Users, More Usage
Source: Nielsen//NetRatings NetView
Growth in Video Content
Wall St. Journal – 10/07/06
Emergence of “My.Internet” or “Web2.0”
• “My.Internet” are websites that put the control of the content, either user generated or not, in the hands of the consumers. These sites allow consumers to define their own online experience through technology such as RSS or content genres such as blogs and social networking.
Key Questions
• “Who the heck are these kids?”
• “What are they really looking for in a website?”
• “Oh man, does this mean I have to advertise to them differently?”
• “Do I have to worry about how they feel about my site? Please say no...”
So Who Are These People?
• Clicked on an online advertisement • Downloaded a full length video, such as a TV show or movie • Downloaded a podcast • Downloaded a video clip • Listened to streaming audio • Made a podcast • Participated in an online community, such as MySpace,
Friendster, LinkedIn or Facebook • Posted a blog • Read a blog • Read an RSS feed • Watched streaming video
What Are They Saying?
Now that’s what I call new
media
My.Internet:
16%
Dude, I was doing that in
2003
Old, New Media:
37%
You are so, like, 2000
I'll Do Nothing
And Like It:
47%
How Are They Consuming Media Online?
248
355
216200
471
402
199
137
97
160 166
5064
171
15 13 12 130
2110
Downloaded a full
length video
Downloaded a
podcast
Downloaded a
video clip
Listened to
streaming audio
Made a podcast Read an RSS feed Watched
streaming video
My.Internet
Old, New Media
I'll Do Nothing And Like It
Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300
Average
Metric: Index against overall respondent average
For The Most Part My.Internet Likes The Same Sites As Everyone
Else
0%
0%
0%
1%
1%
1%
1%
1%
1%
1%
1%
1%
2%
5%
5%
6%
16%
16%
19%
24%
Excite
NYTimes
Other ISP
BBC News
Comcast
Drudge
WebMD
ABC News
Ask.com
CBS News
USA Today
WPNI
ESPN
AOL News
Google News
Fox News
CNN
Yahoo!
Other News
MSNBC
1%
2%
1%
0%
3%
1%
1%
4%
1%
1%
1%
0%
0%
3%
2%
6%
13%
14%
18%
30%
Excite
NYTimes
Other ISP
BBC News
Comcast
Drudge
WebMD
ABC News
Ask.com
CBS News
USA Today
WPNI
ESPN
AOL News
Google News
Fox News
CNN
Yahoo!
Other News
MSNBC
0%
1%
1%
1%
2%
0%
1%
2%
1%
4%
2%
0%
0%
4%
3%
10%
10%
15%
22%
21%
Excite
NYTimes
Other ISP
BBC News
Comcast
Drudge
WebMD
ABC News
Ask.com
CBS News
USA Today
WPNI
ESPN
AOL News
Google News
Fox News
CNN
Yahoo!
Other News
MSNBC
My.Internet Old, New Media I'll Do Nothing And Like It
Source: Nielsen//NetRatings Consumer Survey (6/06) n = 1,300
Q: What is your favorite news and information website? (Open ended)
Loyalty, However, Is Not Their Strong Suit
17.3
19.1
21.8
22.0
24.5
25.4
30.0
31.2
63.9
General News/Information Category
MySpace
Frappr!
Topix.net
YouTube
Digg.com
Flickr
Del.icio.us
Source: Nielsen//NetRatings Netview Service. Work, April 2006
Metric: Number of News and information sites visited by visitor to “Brand A”
Enable The Mash-Up…
…And This Is What You Get
Key Finding: Be Not Afraid
• There is a new class of Internet users, but it turns out that they are pretty much the same as the old ones.
• They… – Are younger and more internet media centric
– Are more engaged
– Less loyal than average
– Seem to like the same sites as everyone else
• For Publishers: The winners will let them be in control of both content and their advertising experience.
The Effects Of RSS On News Sites
• What The Heck Is RSS Doing To My Site?
“I used RSS as a novelty at first, now find the data aggregation it
provides time saving. I have a couple of sites I trust, but I’ve
been expanding.”
Key Finding
• While RSS has different affects depending on specific site strategy, there appear to be two constants in the way RSS use changes the ways consumers interact with media properties online.
1. At least in the initial period of use, RSS seems to increase overall
media engagement. This includes with familiar sites, as well as broadening site use to sites outside of the top 20 media properties.
2. Although the reason is unclear, those consumers who use RSS seem to have less overall satisfaction with the media sites that they do visit.
RSS Users Aggressively Use Current Events and Global News
Information
8
14
22
21
36
178
7
10
14
19
22
58
Multi-category News & Information
Research Tools
Weather
Directories/Local Guides
Special Interest News
Current Events & Global News
RSS
Control
Metric: Minutes per month
RSS Users Tend To Visit 3 Times As Many News Sites As Non-Users
10.6
3.4
RSS Control
Metric: Average number of Current Events and Global News sites visited in a month
While They Still Read The Top Media Sites, RSS Users Expand
Outside Of The Top 20
32
11
16
4
51%
36%
0
5
10
15
20
25
30
35
RSS Control
0%
10%
20%
30%
40%
50%
60%Top 20 News/Information Sites
All Other News/Information Sites
"Other" as a percentage of "Top 20"
Metric: Visits per person per month
Most RSS Users Do Not Even Know They Are Using RSS
17%
83%
Aware RSS User
Unaware RSS User
Metric: Percent of behavioral RSS users who answer that they use RSS
RSS Awareness is Reflected in Length Of Online Tenure and
Gender
78% Male
48% Online before ’94
46% College Grad+
25% $100k +
17% Uses Gecko Engine Web Browsers
(FireFox, Netscape etc)
17% 18 to 34 Years Old
54% Male
36% Online before ’94
53% College Grad+
27% $100k +
15% Uses Gecko Engine Web Browsers
(FireFox, Netscape etc)
25% 18 to 34 Years Old
46% Male
34% Online before ’94
43% College Grad+
22% $100k +
5% Uses Gecko Engine Web Browsers
(FireFox, Netscape etc)
16% 18 to 34 Years Old
Uses RSS
Aw
are
Of
RS
S U
se
Yes
Yes
No
No
Unaware Users Frequently View RSS As Going to The Source Itself
4%
4%
6%
28%
17%
18%
24%
4%
5%
9%
0%
21%
30%
32%
3%
6%
9%
0%
16%
31%
35%The source itself
A site that brings together a
number of news sources
A site that allows me to
personalize the news sources I see
A RSS reader either built into your
browser or as an application
A search engine
Email newsletters
Other
Aware RSS User
Unaware RSS
User Not A RSS User
Q: When you read news online, which of the following sources do you use to read a news story most often?
(please select one)
Even Those Who Are Unaware of Use Are Influencers
11%
28%
33%
38%
39%
34%
38%
59%
9%
17%
19%
24%
21%
28%
29%
41%
7%
14%
20%
16%
18%
20%
22%
34%
Aware RSS User
Unaware RSS
User Not A RSS User
I am more comfortable with technology than
most of the people I know
I frequently send links to new interesting
websites to friends and family
I frequently send links to news stories to
friends and family
I typically buy new technology before
friends and family
I typically sign up for or download new
Internet services before friends and family
I frequently send links to interesting new
products to friends and family
People come to me to find out about new
websites
I frequently access the Internet from devices
other than a laptop or desktop computer
Q: To what degree do each of the following statements apply to you? Please rate each on a scale from 1 to 10 [Top
3 Box]
All RSS Users Are “Newsies”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Blogs Editorial International Business Politics Technology
and Science
National “Front
Page” news
Breaking
news
Aware RSS User
Unaware RSS User
Not A RSS User
Q: When you go online for news and information, which of the following types of information do you typically
read? (please select all that apply)
Availability Is Key, However Aware Users Look To Search, While
Unaware Users Look For Timeliness
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Available 24
hours a day
Easy to
search
Most up to
date news
Wide variety
of sites /
sources
Amount of
information
available
Can be
personalized
Entertaining Like certain
sections /
columnists
Aware RSS User
Unaware RSS User
Not A RSS User
Q: Why do you use the Internet for news and information (please select all that apply)
The Role Of Greater Awareness In The RSS User Experience
No Awareness Moderate Awareness Full Understanding
Le
ve
ls o
f E
ng
ag
em
en
t
My Yahoo! Use
RSS Reader Use
Content Added Aggressively
Content
Saturation
Reached
RSS Efficiency
Awareness
Develops
Content
Equilibrium
Reached
Take Aways…
• Relationship – RSS undeniably changes the ways consumers interact with a
media property. While some sites have seen great benefits from RSS functionality, others are clearly being hurt. Perhaps the greatest beneficiaries of RSS may be sites outside of the Top 20 properties, which should continue to see increased usage from RSS traffic.
• The Future
– Current evidence suggests that near-term effects may not last. As consumers become more comfortable with RSS they seem to be using it to streamline their online experience, rather than broadening it.
Questions?