Genesis Media Teams with GateHouse Media to Drive Video Advertising Revenue Solutions at Scale
Genesis Media, the only platform making advertising decisions based on real-time user attention, today announced a strategic outstream video advertising collaboration with GateHouse Media that will be implemented across 217 of GateHouse Media digital news properties. The industry-leading alliance will allow GateHouse Media to prioritize the reader experience while monetizing incremental revenue across every page. Genesis Media will deliver intelligence and attention metrics to help GateHouse Media better understand their content and audiences, and ultimately lift their revenue per impression using outstream video solutions.
This alliance comes at a time when many newspapers have made digital advertising and digital content a focal point of their growth strategy. The opportunity within digital video is huge: 63 percent of marketers expect to increase their desktop video ad spending within the next 12 months, according to eMarketer.
With this shift, it has become imperative for news outlets to accelerate new revenue sources without disrupting the user experience. Genesis Media can help publishers like GateHouse Media to capture these ad dollars and advance their digital revenue by offering a way to intelligently implement video and determine advertising and data solutions that work in tandem with existing subscription models.
"At GateHouse, we have always been committed to developing a network of ventures that will fuel new revenue streams, and our collaboration with Genesis Media allows us to implement video solutions for our advertisers at scale in a premium environment across our hundreds of digital properties," said Peter Newton, the Chief Revenue Officer of GateHouse Media.
In addition to the many possibilities this type of relationship will pave for publishers, the Genesis Media and GateHouse Media alliance offers a number of advantages to advertisers, including:
- A more effective way to deliver ads when advertisers are seeing high CPM's (cost per impression) due to a lack of premium inventory, especially during election season
- The creation of PMPs (private marketplaces) with storefronts for access to political inventory opportunities across GateHouse Media properties, where digital video has been incredibly limited, especially in key political markets including Ohio, Pennsylvania, Colorado, Florida
- The opportunity to aggregate the GateHouse Media audience across all properties and seamlessly execute at scale within premium content and a highly-engaged audience of 40MM UVs
The 2016 presidential election is expected to be the most digital to-date, as ad spending continues to increase year-over-year. This year, eMarketer predicts digital ad spending will see the biggest growth reaching $1B (compared to $270M in 2014). Genesis Media creates digital video scale on pages that can otherwise only run banner ads, and this creates an opportunity for advertisers to reach and engage key audiences with their messages.
"This alliance creates a massive advantage for advertisers during crucial moments in time - like the election season - where historically there has been a shortage of premium inventory in key local markets, making it difficult to reach users online in key battleground states," said Mark Yackanich, Chief Executive Officer at Genesis Media.
As a leader in attention measurement, Genesis Media leverages a patented analytics solution called Page Attention Rank™ (P·A·R™) that measures attention and score Web page content quality in real-time based on consumer attention. By pairing quality, engaging editorial content with optimized delivery formats, Genesis Media is able to deliver the industry's most viewable ads.
Initial proprietary data from the GateHouse Media collaboration measured by Genesis Media reveals that bounce and return rates from readers on high PAR pages (+75) remains constant regardless if an ad has been served or not. For example, pages with high PAR experienced a 91 percent return rate on articles without ads and an 88 percent return rate from users on articles with ads.
For more information about Genesis Media and GateHouse Media, please visit www.genesismedia.com.
About Genesis Media
Genesis Media's real-time analytics platform is the first of its kind to make advertising decisions based on user attention data. The platform analyzes how each piece of content is consumed, across 28 million publisher pages. This unique insight into time spent and interaction with articles is used in creating highly viewable ad experiences that are best suited for each page. Premium publishers and leading national advertising agencies rely on Genesis Media's software to accurately quantify the true value of publisher content, and reduce waste for brand advertisers.
For publishers without video, Genesis Media dynamically creates and inserts relevant inventory, opening up new streams of revenue. Genesis Media also provides digital advertising agencies with the most intelligent and top performing outstream solution in the market, maximizing time spent in view with video ads. The company is headquartered in New York City with offices in Chicago, Los Angeles, San Francisco and Detroit.
For more information about Genesis Media and its services, please visit www.genesismedia.com or follow the company on Twitter @GenesisMediaNY.
About GateHouse Media, LLC
GateHouse Media, headquartered in Pittsford, New York, is a wholly owned subsidiary of New Media Investment Group Inc., which is focused primarily on investing in a high quality, diversified portfolio of local media assets and on growing existing advertising and digital marketing businesses. GateHouse Media is one of the largest publishers of locally based print and online media in the United States as measured by our 125 daily publications. As of June 26, 2016, the Company operates in 530 markets across 36 states. New Media's portfolio of products, as of June 26, 2016, include 630 business and community publications and 530 websites, serve more than 200,000 business advertising accounts, and reach 20 million people on a weekly basis. For more information regarding GateHouse Media, please visit www.gatehousemedia.com.
Industry Announcements's article first appeared on OnlineVideo.net
Companies and Suppliers Mentioned