IAB Europe’s AdEx Benchmark 2022: Yieldbird Insights on European Digital Advertising
IAB Europe’s seventeenth edition of the AdEx Benchmark report offers valuable insights into the digital advertising landscape across 29 European…
You work in the publishing industry. Your business is mostly based on the readers and their engagement. You make money because people want to read your texts. That’s how we can shortly describe the publishing industry. However, we all know that good texts aren’t enough to attract and retain readers. You need to work on that continually, and web push can be extremely helpful. How?
These are small, subscription-based messages that are displayed on the user’s device (either desktop or mobile). Typically, push notifications consist of:
The goal is to reach the user in a quick and effective way with a small piece of information that might be interesting for them. Here’s an example of how a push notification in the publishing industry can look:
Getting acquainted with such a message doesn’t take much time, and if the subject is interesting to a given person, it is likely they will click the link to find out more. According to PushPushGo case studies, well-tailored and personalized push notifications can have up to 25% CTR, which means that every fourth person who saw a specific notification, clicked the link/button. That’s a very good result, surpassing ads and newsletters.
Put shortly, to stay in touch with readers. The goal is to encourage your readers (both potential and current) to visit your website more often, correct? To achieve this you can send manual campaigns or set up automation scenarios. Therefore, you can opt for push notifications that:
Take a look at this example of a web push automation scenario used to increase reader retention:
As you can see, it’s a very simple scenario based on just one premise – reaching out to people who haven’t visited your website for at least a week. Such a scenario, provided you gather that kind of data, could be set up and launched within an hour. A piece of cake! Creating a push notification doesn’t differ that much from creating an email or text message. You don’t need any coding skills.
Before you start, you have to tick one box – you have to gather data about your readers. The more you know, the better. Some of the crucial pieces of information that you ought to have comprise:
This way, you can reach the right people with the right message. Remember, the secret of the effectiveness of web push lies in personalization. If you want to achieve a high CTR (click-through rate), you need to display notifications that are vital to your readers. Don’t send random articles to random people; this way, you will only get a spammer label. But when you know your readers and encourage them to read articles that you know should be interesting to them – that’s a different story.
When that’s done, you can concentrate on other elements that are necessary to drive interest and engagement:
Here, we showed you the basics of push notifications. But there’s more! Join us:
20 October 2022, 3:00PM CEST
This workshop is a project of two companies working in the publishing industry: Yieldbird and PushPushGo. During this event, you will discover how to use push notifications to drive customer engagement and improve monetization. The workshop will be hosted by
We hope to see you then! Book your place today
Regional Growth Director
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