It’s hard differentiating yourself on the crowded web. How do you prove the value of your audience and pitch a compelling story to advertisers?
At Quantcast, we want to provide you with the data to help maximize your marketing and sales efforts. Whether you’re just starting out or already got a full-fledged marketing and sales team behind you, we’ve got several ways to help you monetize your site.
Here’s what we’ll be going over:
- Audience Grid Data: Do you have the audience advertisers are looking for? Utilize interests and behavioral metrics within your Audience Grid reports for stronger advertising pitches.
- Audience Planner Reports: Need more granularity in your RFP responses? Run instant reports on custom personas of your choice with Audience Planner.
- Affiliate Marketing: Inform affiliate products by referring to both your and your affiliate’s Quantcast Measure profile and prove that there’s a great partnership waiting to happen!
Create Personas with Audience Grid
Advertisers are looking to work with sites that have their target audience. So, why not show off your audience data and prove that you have the user base they’re looking for?
Audience Grid data includes Shopping Interests, Media Interests, Brand Affinity and Business & Occupation data. These interests are gathered and reported through partnerships with leading third-party providers. They’re continuously updated and are based on live consumer behavior.
Let’s say a wine wholesaler comes to you with an RFP (request for proposal) asking about information on your users.
You can navigate to the Shopping Interests tab and select Packaged Goods > Categories > Alcoholic Beverages.
We see here that users with an interest in wine have a composition of 46.25% and an index of 100.
A composition of 46.25% means that 46.25% of visitors to your site are the Wine segment.
An index of 100 means that a visitor to the site is 1.0x as likely to be interested in wine than the average Internet user.
Perfect, you can use this data in your pitch!
Your audience data is perfect for inclusion in your press kit, response to agency requests for proposal (RFPs), or your pitch to brands. Show advertisers you’ve got the audience they’re looking for and win their business.
Audience Planner Reports:
NOTE: Audience Planner is an application within the Quantcast for Publishers suite. Learn more about Q for Publishers and request a demo here.
Let’s say the wholesaler comes back and wants to know your audience data for Wine Moms specifically (not just users that are interested in wine).
No problem!
We can build upon our Audience Grid data by combining demographics and interests data. Audience Planner enables you to build audiences based off of what your audience buys, where they shop, what they drive, what shows they watch, and more.
Let’s start building out this custom persona by selecting the demographics and interests data we want to see. We’ll define Wine Moms as users that are female, 25-54 years old, have kids, have a household income of $100k+, and are interested in wine.
1. To begin, navigate to Planner via the navigation menu.
2. Click Create Audience.
3. On the modal, choose what site(s) or segment(s) you wish to build from. Select the location and the date range, then click Continue.
4. We can start with the gender and age demographics. On the left hand side, open the Demographics section and choose Female.
5. Next, we can add the ages. Click on the Ages drop down and select the ranges you are interested in.
6. Next, click on the drop down for Advanced Demographics and expand Children. Select Has Children. Expand Income section and select the two selections above $100k.
7. Now that we've input our demographic requirements, Quantcast gives us an updated idea of what our audience looks like.
This shows the composition and index of Wine Moms. If you have multiple websites or labels (Content Segments) set up under your network, these will appear here as well.
8. To save your audience, click the Save As button and give it a name, such as Wine Moms.
Advertisers are increasingly requesting more audience data from publishers. Proving the value of your audience can be tough. Audience Planner lets you create granular reports on the exact personas that come across in RFPs. Instantly locate and report on specific audiences across your properties, and let your team tell the most compelling story to advertisers.
If you’re interested in learning more tips to winning RFPs, we’ve put together a handbook guide to winning ad sales RFPs and two blog posts on What is an RFP? and Collecting the Right Audience Data for an RFP. Read on!
Affiliate Marketing
Besides including data in your press kit and RFP responses, you can also use this data to inform affiliate products to promote and show potential affiliates why your site is a perfect fit for them.
Affiliate marketing is yet another way you can earn revenue directly on your site. This is when you promote a product or service in exchange for some form of incentive, usually a sales commission, when some desired action occurs.
Let’s go through the steps:
- Research affiliates’ audiences ― What products or services could you help market? Who are these affiliates looking to do business with? What users do these affiliates typically attract? Do your research on your affiliates’ audiences. If the affiliate has a website, you can search their URL in the Research Sites search bar and find their Quantcast Measure public profile. Learn from Quantified sites with public Demographic and Audience Grid reports.
- Match up your audience to an affiliate product ― Which affiliate is your site most marketable to? This is likely when your audience mirrors their audience closely, meaning your users are likely to be interested in your affiliate’s product or services as well. Check out how your audience stats measure against your affiliates’. Do they closely align? Are there many overlaps? This is a strong indicator that a partnership could be a great move!
- Earn money through affiliate marketing ― Use your audience data to show potential affiliates why they should represent themselves on your site. Pitch your audience to your affiliate by leveraging your Quantcast Measure profile (and theirs) to show proof of your reach.
Interests and behavioral metrics within your Quantcast Measure profile give you the needed data for compelling pitches and RFP responses. Peel back the curtain on your audience with reports from Audience Grid and Audience Planner. Utilize these metrics to show off the audience you’ve built and win more revenue with advertisers and affiliates!