Digital news publishing: Increasing content consumption and

distribution on social platforms

Sebastian Zontek & Jarek Gora, INMA Audience Day, Amsterdam, June 2016

Vijesti.me, a digital publisher from Montenegro case study

MontenegroSmall country in Balkans, 660k people - almost as big as... Amsterdam!

MontenegroSmall country in Balkans, 660k people - almost as big as... Amsterdam!

12M page views1M readers (Balkans)

Deep.BI helps Vijesti better understandcontent consumption and distribution

by deepening knowledge about their audience

The problemBring new readers

from social platforms

Get to know how your audience is consuming content

Different kind of content needs way different metrics

Key metrics we have chosen

Attention Time Spent per Reader

Virality

Engagement ScoreCombined and weighted:

Virality, ATS and Commentability

Highest ATS

Different strategies for different type of content

Highest Virality

Highest Engagement

Put behind paywall

Boost in social media

Heavily promote: homepage, social media

For news time is crucial - we want to spread the most viral news as soon as possible

TOP 5 sections:Attention Time per Reader

News 313sSociety 294sPolitics 283sEconomy 280sScience 280s

TOP 5 sections:Virality

Coffee 79Sport 59TV 49Life 43Technology 43

TOP 5 sections:Engagement Score

Forum 2,054TV 784News 762Sport 614Caffee 614

Social media promotionsof most viral articles

● Looking for articles with highest Virality Score which is relative to total PVs

● Promoting these articles in social media (also by paid campaigns)

● Selling ads on those articles with higher CPM● Mostly, we get positive ROI with money spent on social

platforms

2-3x lower bounce rate

50% higher time spent

2x longer life & 2x more PV

Social media promotions- positive side effects

● Building publisher’s brand awareness on platforms by presenting originally produced quality content

● Expanding audience - acquiring new readers

● Increasing loyalty of current readers

● Higher chance for subscription conversions through quality, targeted traffic

Vijesti & Deep.BIFuture Plans

● Developing audience on social platforms● Creating dedicated content to each platform● Testing new monetization models of social platforms

audience. Example: branded content

Questions?

vijesti@deep.bi

INMA Audience Day, Amsterdam, June 2016