Our client Attributor, which offers a content tracking and programming platform, recently released new research that quantifies the monetary value of off-site content proliferation. The results show a huge opportunity for online publishers and proves a phenomenon publishers always knew but that had not yet been quantified — off-site content is seen more often than the same content on a publisher’s destination site, on average 1.5 times more often, and is generating enormous revenue opportunities on other sites.
Results vary by content category, with automotive and travel content views five to seven times higher on other sites than on the publisher destination site. With a CPM estimate of $1, these views are worth up to $250K in annual revenue for more than 60% of publishers. The findings are significant for online advertisers and ad networks, as it indicates that the true size of the audience for the content they advertise in is much greater than the visitors to destination sites, and they could be capitalizing on additional revenue across the Web.
The study spanned several categories and different publisher sizes, though each publisher will have unique page view and ad revenue results and can request their own report. More about the research methodology can be found here.
The TrueAudience Research has captured the attention of the media. We’ve seen coverage in Forbes, the Associated Press, CNET, Media Post, Folio, WebProNews, MarketingVOX, MarketingCharts and others.
Attributor will have more important research coming out in the coming months, so be sure to watch their blog for more news!