Jagran New Media deploys AI for user targeting, sees unparalleled engagement

By Gaurav Arora

Jagran New Media

Uttar Pradesh, India


In today’s technology-ruled world, jump on the bandwagon or hit the sack.

Generative AI is not so new; it being so commodified is.

Harnessing technology and integrating data-driven insights to understand readers’ preferences and behaviours helps optimise and personalise content creation strategies to retain attention.

AI will give rise to more misinformation and disinformation. But used appropriately, AI can also be used to combat this problem. Vishvas News is an example of using tech- and AI-driven tools to tackle fake news at scale.
AI will give rise to more misinformation and disinformation. But used appropriately, AI can also be used to combat this problem. Vishvas News is an example of using tech- and AI-driven tools to tackle fake news at scale.

And, what is the outcome when you boost readership and make way for an immensely engaged audience? You attract advertisers who are willing to pay a premium.

Content is not just the king — it’s everything

Technology gives businesses an incremental edge to create, distribute, and monetise additional content formats. Scaling up content offerings to include multi-media formats like video, podcasts, and interactive graphics is a sure way to engage diverse audiences, retain existing ones, and generate more revenue streams for a business. Remember, these vast content formats are on the rise only because billions of people need them.

A dynamic ecosystem where every content customer feels heard and every click counts can only be empowered with personalised content journeys supported by algorithms and data analytics. By directly catering to the audience’s unique preferences and interests, publishers can easily push for increased engagement paving the way to generate different monetisation opportunities like subscriptions and more.

More technology, less time, ore revenue

AI in the media industry has created a new pathway for optimising ad, subscription, or service revenue through tools like predictive analysis, recommendation engines, customer journey mapping, audience segmentation, and avant-garde advertising and subscription models.

Investing in the right technology helps in accurately mapping the user journey to acquire, retain, and re-target audiences, and thus increase the average time spent. As a boomerang effect, this supports content monetisation with programmatic advertising, native advertising, and sponsored content. Micro-targeted ad solutions can help maximise the relevance of clients’ ads, and thus increase click-through rates (CTR) and revenue.

At Jagran New Media (JNM), we deployed an audience management platform for user targeting and witnessed unparalleled engagement levels. The average CTR of our content recommendation engine has been significantly showing two-fold higher growth than regular CTR without the inclusion of AI.

Another side of the fence

Generative AI, process-optimising technologies, and upcoming technology disrupters will make newsrooms more efficient. However, it’s imperative to remember that it also opens doors for industrial-scale content theft. Anyone can now publish 500,0000 versions of your home page via an automated prompt. And they can keep doing it — non-stop.

The rapid adoption of AI has already led to a content explosion. The Web will grow larger and the competition for attention will be tougher. Fake news is increasing day-by-day, creating a boom for misinformation and disinformation. This makes it harder for brands to reach their target audience accurately. Advertising will bear the heavy load next.

How will programmatic servers be able to tell real from fake? How will the surplus supply of content help in achieving maximum ROI through ad targeting? As we answer these questions one at a time, it becomes increasingly important to invest in the right set of tools.

JNM’s fact-check Web site, Vishvas News, a signatory of the International Fact-Checking Network (IFCN), has a mission of supporting fact-checking. It deploys tools heavily driven by technology and AI to tackle fake news, misinformation, and deep fakes at a large scale.

What’s next: Web 3.0 will just be a Web

Technologies that fuel Web 3.0 have massive potential.

In the coming years, the term “Web 3.0” will cease to exist as it will become the norm instead of the exception. Blockchain, GPT, NFTs, and Metaversal technologies are already creating newfound ways for brands to engage with a consumer.

In time, concepts like digital assets will also be fully explored by media companies to make them accessible via easy payment methods. This is another big arena that publishers need to keep an eye on for revenue generation.

Agility is key for publishers to take charge of today’s digital transformation journey. In 2023 and the coming years, brands will continue investing in technologies as they continuously look forward to increasing efficiency, driving creativity, and reducing costs.

About Gaurav Arora

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