The Guardian Eyes Up Its Analytics System, Ophan, To Boost Ad revenue

The Guardian Eyes Up Its Analytics System, Ophan, To Boost Ad revenue
SHARE
THIS



The Guardian’s in-house analytics tool Ophan looks set to be a huge money-spinner for the news site, with the publisher eyeing-up its potential to bring in not just ad revenue but also to license or sell on to other companies.

Built almost four years ago by The Guardian’s director of architecture, Graham Tackley, the constantly-evolving analytics system has not only “changed the culture of the newsroom to digital first”, it also helps editorial track its successes by providing deep analytics which are now being used by the marketing department.

The commercial team is currently trying to establish the most cohesive and effective way to use it as a viewability tool and the news outlet is confident Ophan – which ironically means a biblical all-seeing beast or wheel – will outfox the systems its main competitors use.

If they end up licensing or selling Ophan on to other companies it will be a bumper payday for The Guardian, currently the third largest English language newspaper site in the world and seventh most read news website in Australia, and its inventor, Tackley.

The Guardian Australia’s audience editor Dave Earley told B&T: “We’re changing the culture of the newsroom to digital first. It’s the best analytics tool in the world. No one has anything like this. The audience team guys and the two guys who created Ophan, have presented it at digital news conferences and events and there’s been a lot of interest.”

Unlike Google Analytics – which has a more complicated interface jostling with features for marketers analysts and marketers – Ophan, which is accessible by the entire global Guardian organization, is entirely unique and completely internal, showing the ebb and flow of the site’s audience.

And Earley said that with the intelligence derived, The Guardian Australia can quickly react to promoting its editorial content or implement changes on the content. It also ensures content is read by as many people as possible.

“Ophan is built for editorial to be able to see everything easily,” he said, “because Google analytics is, even for someone like me who has the keys to get in and may have a better understanding of it than other people, it’s still very difficult to get anything out that means much.

“Whereas this is built for editorial to inform journalists and editorial to see at a glance how everything works. A daily email goes to all staff with really in-depth analytics so they might pick out one particular story, and one new referral or platform it’s done particularly well on, and do a case study showing why that happened or what that phenomenon so everyone is educated.”

To date, The Guardian Australia’s most-read piece was last year’s Sydney siege live blog, which ran for 17 hours, followed by the Liberal spill.

Globally its most widely read piece was when former CIA contractor Ed Snowden revealed his identity exclusively to The Guardian on June 10, 2013 and got 3.7million page views on that day alone.

 

 

 

 

 

 

 

 

 

 

Please login with linkedin to comment

Advertising Standards Bureau PartnerReach

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.