The Opportunity: Bridging the insight gap through direct engagement
As a leading digital publisher, News24 (BAG Convergence) sought a scalable way to move beyond basic analytics and capture first-party data directly from its audience. The goal was to better understand reader interests, content preferences, and demographic nuances to inform editorial strategy and improve onsite personalization. Traditional survey methods often felt intrusive or suffered from low completion rates. Reader Revenue Manager helped overcome this barrier to gather high-quality, actionable insights at scale.
The Solution: Frictionless data collection with Reader Revenue Manager
With Reader Revenue Manager (RRM), News24 deployed intuitive house surveys directly within the reader’s journey. This seamless, native integration allowed readers to engage with survey questions without leaving the page, resulting in 300,000+ survey responses.
This high-volume engagement provided News24 with a robust, first-party dataset to refine their content pillars and strengthen their core value proposition.
Actionable Intelligence & Audience Mapping
By running targeted surveys aligned with key calendar events, News24 moved beyond basic metrics to gain a granular understanding of audience demographics, geographic distribution, and content preferences. This continuous flow of insights is aimed to allow them to:
1. Identify Resonance: Pinpoint the specific topics and themes that resonate at both national and regional levels.
2. Optimize Editorial Strategy: Use survey responses as a "North Star" for content creation, ensuring editorial output consistently mirrors reader intent.
3. Drive Long-term Value: Deliver high-relevance content that fosters loyalty and deepens engagement across their digital ecosystem.
Commercial Empowerment
The data further empowers the sales team by providing clear visibility into high-value audience segments. With this intent-based data, the team can now:
1. Refine Advertiser Pitches: Create more relevant, targeted proposals based on verified reader interests.
2. Align Client Solutions: Match brand messages with specific audience segments across diverse markets, increasing the effectiveness of advertiser campaigns.
