With dollars continuing to pour into content marketing, publishers are looking to develop better insights for their brand partners into who their content is reaching and how it is performing with their audiences.
That’s the opening acknowledgement in a statement emailed to MMW from SimpleReach, a content measurement and amplification company.
As seen with the maturity of ad formats such as display and video, surface-level metrics are only sufficient during the early stages of a format’s adoption by advertisers. Entering 2016, smart publishers and content marketers want to understand how demographic data of readers such as age, gender, income, and education impacts consumption in order to best optimize campaigns.
SimpleReach, the market’s leading content measurement and amplification platform, is pushing the industry forward with its newest feature: Audience Insights. Publishers now can better understand how demographic data of their readers can impact content performance in order to provide better end-to-end solutions for their advertiser partners.
According to the statement, Meredith Digital is SimpleReach’s launch partner for Audience Insights. Meredith will use SimpleReach’s audience metrics to gain insight into its sponsored content campaigns across its portfolio of premium sites, including Better Homes and Gardens, Allrecipes, Parents, Martha Stewart Living, and Shape.
“Audience Insights allows us to understand not only how many people are reading, watching, and sharing content we create for marketers, but also who’s interacting with that content and why,” says Matt Minoff, SVP of Digital Platforms and Strategy at Meredith Digital. “It’s a much deeper level of insight that can be used to inform and optimize our content marketing campaigns, enabling us to both provide better services to our brand partners and to uncover new potential audiences.”