Blog: ad revenue

Showing blogs: 1–3 of 3

ESPN: Maximizing Audience Data to Drive Revenue Growth

Mar 17 2011

WeESPN have partnered with ESPN for over four years to build a Fan Relationship Marketing (FRM) capability and culture within the organization.  What does this mean to them?  It means maximizing audience data to drive revenue growth for the benefit of marketing, ad sales, and editorial.  That's a tidy little sentence with a tremendous amount of team effort behind it.  But it is achievable, with the right plan, focus and discipline. 

Let's start with key drivers of value and Forrester's recent case study on our joint efforts. Then, in a series to follow I will cover the "what" and "how" of getting started.

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Asset Management: the rebranding of AOL & NBC

Jan 4 2010

AOL spins off from Time Warner while Comcast picks up NBC.... as they both look to re-brand and boost ad income.

 

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paidContent.debate

Dec 7 2009

The debate continues.  Or resurfaces, as the case may be.  Now that ad revenue is tanking again, content publishers are revisiting their model. This pendulum has been swinging for almost a decade. The answer is not admonishing the ad model.  And it certainly is not arbitrarily walling off content.  Access to premium content...stuff you can't get anywhere else...should be paid.  And paying for it doesn't necessarily mean your experience will be advertisement free.  Engaged users who pay for content are that much more valuable to advertisers. 

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