Digital media has been at the forefront of consumers’ lives for some time now. We in marketing and media struggle with the challenges of measuring users, and how much and when digital media is being consumed, in order to measure the full media diet.
Many publishers do their own work differentiating their content from others. Rarely do we collectively explore what content brands mean in today’s constantly changing media landscape. We have not yet mapped the site content “brandscape,” nor have we mined its value to advertisers.
The IAB explored the contours of the consumer experience with content on sites belonging to media brands that originated in the analog world, as well as on sites born in the digital age. For our exploration, we chose a vibrant content genre: news. We looked at consumer perspectives on general news, entertainment news and consumer technology news sites.
Through our partnership with IPSOS Media CT, the IAB has access to a community of 5,000 Internet-savvy media enthusiasts who consume content on multiple platforms and devices. We tapped this resource, called HearWatchSay (HWS), for the study.
The research consisted of two phases. For the exploratory qualitative phase, we invited HWS members to discuss their favorite news sites, what brought them to those sites and what kept them coming back. We listened to 150 of them. In the second phase, more than 600 HWS members responded to a questionnaire developed from phase-one learnings.
Key findings include:
Some key takeaways are:
The IAB is about to convene interested publishers to use the research as a springboard for larger site content “brandscape” mapping . Once we fully understand the varied, multi-layered consumer experiences, we hope to showcase the different value propositions available to advertisers across the depth and breath of the digital content landscape.