Advertiser-Funded Paywall Helps Publishers Improve Yield Sixfold

Advertiser-Funded Paywall Helps Publishers Improve Yield Sixfold
B&T Magazine
By B&T Magazine



With digital media continually evolving, publishers are on the lookout for new ways to monetise their content.

To help publishers, media technology company WINR has created advertiser-funded paywall ‘AdGate’, which serves as a way for gather greater yield from their audience, while keeping the content free for readers.

The technology focuses on attention over impressions as a metric and places an interactive ad – usually a branding question – embedded partway into an article.

One publisher that has taken to WINR’s technology recently is Next Media.

WINR and Next Media partnered with the aim of delivering an alternative revenue stream to the publisher’s sports sites and generating ongoing engagement and support.

Using a selection of targeted campaigns across Next Media’s sites, the WINR ads were able to serve 230k ad engagements, with a 31.6 per cent interaction/engagement rate. The industry average ranges from 0.5 per cent to 0.99 per cent.

Next Media also experienced 6x yield improvement (vs. standard display average) and 2x yield improvement (vs. rich media average).

Next Media national advertising manager – sport Ryan Coombs said: “WINR has been a great partner in helping bring consistent, incremental revenue to Next’s sports titles over the last nine months. We’ve found sustained interaction rates with AdGate over the period and are keen to introduce new advertisers to our audiences as WINR expands.”

Coombs said Next Media landed on WINR’s AdGate as a way to keep advertisers engaged while keeping content free for its readers.

“We found WINR offered a unique solution to achieve both objectives, offering guaranteed engagement as well as audience insights to the advertisers, while complementing this with a frequency cap that minimised impact on the ongoing user experience, so moving ahead with a commercial trial made sense for us.”

 




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