S4Capital's MightyHive has expanded its data practice in Asia-Pacific to help publishers.
The Google News Initiative APAC Data Lab was developed in partnership with MightyHive to help publishers improve content planning, keep visitors on-site with better content recommendations, and improve site revenue.
MightyHive consulted six publishers across the APAC region, including the South China Morning Post and NZME in New Zealand.
"The crucial parts of this project were executed during COVID-19 pandemic, and we’re proud to have provided support and crucial insights to publishers during these hard times,” says Jakub Otrzasek, head of data & analytics Asia Pacific, MightyHive.
An audience segmentation study identified that across five publishers, the loyalty share (engaged and brand lover users) represents under 5% of the total monthly audience but contributes 45%-65% of all advertising revenue. By this measure one brand lover is worth at least 50 casual users.
“Publishers are undergoing hard times with a changing privacy and technological landscape," says Kenny Griffiths, managing director, Asia Pacific, MightyHive.
"At this moment, the industry is asking what would be a sustainable model to run, build, adapt and evolve. This playbook contains some of the answers. The takeaways point publishers to ways they can drive revenue using a data-driven approach."
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.