Audiences: they’re everywhere, they’re valuable, but they’re increasingly hard to please, measure, understand and engage.
What site doesn’t want a large and engaged audience right now? Quantitatively speaking, big, active audiences generate monetizable site traffic for publishers. Engaged audiences also affect a site’s value, building influence, loyalty, trust, and community around a brand. This ultimately creates a halo effect around the advertising solutions offered to marketers. Strong audiences return frequently, stay longer, consume more and bring other readers in.
But as we all know, building strong audiences is sometimes easier said than done. Audiences are hard to attract: their interests and loyalties are fickle. A simple reworking of a search or social network algorithm can have devastating consequences in delivering audiences to your site. Audience attention is delicate and easily disrupted by competing ad experiences or irrelevant content. And audiences are increasingly hard to understand, a measurement issue further complicated by new regulations and technologies that veil audience interests and behaviors. In short, the video business is a tough nut to crack — but you don’t need me to tell you that.
No matter where you are in your audience journey, we’re here to help you deliver experiences that keep them engaged and coming back for more.