News Consumer Insights and Realtime Content Insights, free data tools to drive better engagement
2020 Finalist

News Consumer Insights and Realtime Content Insights, free data tools to drive better engagement

Google

New York, United States

Category Best Use of Data Analytics or Research

Overview of this campaign

What? 

News Consumer Insights (NCI) and Realtime Content Insights (RCI) are free data tools that Google has built in close collaboration with news publishers to help them improve overall reader engagement in order to grow audience loyalty to drive more subscription and advertising revenue.  

Why? 

News publishers, local and national, have to deal with a vast array of data sources (CRM, analytics, paywall provider...) and struggle to turn data into concrete business actions to improve overall reader engagement, a key proxy to grow ad and subscription revenue.  

With these tools, Google provides data-driven answers to the following critical questions : 

  • How is my audience perfoming compared to similar news organizations? 
  • How do I maximize my content performance and distribution?
  • What type of readers are valuable across my site?
  • How do I grow reader loyalty (visit frequency and depth)?
  • How do I optimize my subscription conversion funnel? 

How? 

News publishers only need to connect their free Google Analytics account to News Consumer Insights (NCI) or Realtime Content Insights (RCI) to instantly gain news specific audience insights and actionnable recommendations.

The recommendations are completely product agnostic and do not drive additional costs for news organisations as they prioritize user experience optimizations (recirculation widgets positioning, newsletter sign-up capture tactics, subscription landing page optimization, page speed...). 


Results for this campaign

Goals

Improve reader engagement (visit frequency) and digital subscription revenue (landing page optimization) on Southeast Missourian. 

Actions

Based on News Consumer Insights data-driven diagnostic : 

Growing reader engagement : 

  • Article Page redesigned to better promote internal content circulation 
  • Newsletter sign-up widget redesigned and repositioned within article content to maximize sign-ups

Growing digital subscription revenue :

  • Surveys used to refine subscription value proposition : key expected subscription benefits, subscription roadblocks, subscription package awareness
  • Added call-to-actions across site to improve awareness
  • Paywall and subscription landing page redesigned to remove friction and better promote digital packages  

Results

  • Newsletter sign-ups : +95% monthly avg
  • Digital subscribers : +91% over 14 months

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Additional global case studies showcasing impact released solely in 2019 : 

Village Media (Canada - local news) = +20% visits, +4% pages per visit

Klix (Bosnia & Herzegovina - local news) = +72% ad rev growth and +54% ad requests, +37% pageviews and +34% visits

Protothema (Greece - local news) = +14% users, +25% in Pageviews, +21% in visits, total ad revenue +13%

The New Yorker (CondeNast, magazine US): = Mobile subscription conversion rate +18%, 


Contact

To contact a company representative about this campaign, click here for the INMA Member Directory