These days revenue is the top priority for most publishers and by many accounts rightly so. But for long term growth, revenue is what comes as a follow up to a good reader experience.
If a publisher is moving the needle on reader metrics like return visits, time spent, engagement actions (ratings, recommends, comments) then revenue producing programs have a much stronger base to work from. It’s no secret that we here at outbrain are building an alternative solution for publishers to earn revenue. We don’t believe the internet needs another revenue solution that attempts to interrupt a reader from reading about a subject they’re interested in to a commercial display type of ad. Instead we are looking to build trust with our publishers’ readers via the links we serve them as recommended reading. As a company, reader trust is a lighthouse across our business and one that we measure and track as a KPI. When a publisher places a third party application on their site, what is the effect on reader trust? If an application generates some revenue, but lowers reader trust, is it worth it? Some have called this outlook ideological, especially in these tough times as publishers are working hard to right their ships.
But we stand by the premise that readers don’t want to be interrupted and that earning reader trust is key to being successful when you’re in the business of serving an audience online. So we will lead with reader trust, and generate revenue from readers trusting and clicking on outbrain generated links.
Sure we could make more money upfront by jamming interruptive ads into our real estate, but in the long term, we know that building reader trust is one of the cornerstones of what lies ahead for successful companies serving audiences online.
If you are interested to learn more about how we earn reader trust drop us a line.