I shared my conversation on the challenges and opportunities mobile poses for publishers with Taylor Bellefeuille, Jebbit’s Global Sales Director, earlier this week. Mobile first consumers mean that digital publishers need mobile first solutions. That’s not nearly as easy as it sounds. These solutions have to capture attention, beat ad blockers, and provide value to consumers with high expectations.
This time, we chatted about what these solutions actually look like. Taylor has insights for publishers into how they can use interactive content to create mobile solutions that work.
First, what is interactive content?
Put simply, interactive content drives active participation from consumers instead of just passive reading or scrolling. Interactive content is used to draw the visitor into a conversation with a brand, rather than just pushing it on a consumer when they arrive at a website.
It can take the form of quizzes, immersive lookbooks, digital travel agents, trivia, product hunts, virtual tours, and more.
How does interactive content apply to the work done by a digital publisher’s sales team?
It adds a layer of interactivity to a publisher’s digital offerings. So, instead of a static ad or native article, it’s sponsored content that drives meaningful engagement. This could be a sponsored quiz, an interactive travel guide, or a virtual tour.
The Boston Globe’s digital sales team used our platform to work with a high end real estate brand. They created a “Find the Perfect Home” for you experience, that asked visitors questions about their home and living preferences and recommended a house that the company had on the market. To see their results, site visitors had to enter their email. This let the Globe deliver quality leads with their email address, home buying habits, and house preferences.
Interactive content solutions help sales teams in a few ways. First, the teams close more deals with a differentiated offering that stands out from the typical slew of mobile ads. Second, interactive content increases lead capture from your property. Third, it helps you provide more ROI to your clients in the form of improved reporting. Instead of just giving them impressions and click-through-rate, you can give them granular information about each consumer who engaged tied to their email address.
What are the benefits to the advertisers?
Advertisers will see increased engagement, right away. Interactive solutions provide a totally different experience for consumers, giving them a fun way to engage with their favorite brands. There’s a reason Buzzfeed-style quizzes have become so popular: People like being heard and consuming content actively. That’s why interactive digital solutions work so well for publishers.
Advertisers will also see even more leads come from your property. For example, 45% of people who engage with Jebbit-powered content enter their email. That’s significantly higher than typical lead capture rates. They’ll also get to know more about each customer who engages with the sponsored content on your site. In the Boston Globe example, the real estate brand found out what types of homes prospective buyers preferred, and could remarket to each individual based on that information.
How can digital publishers get started with interactive solutions?
The key to getting started is finding a solution that’s easy to implement and test. You don’t want to have to do a lot of design work, and definitely don’t want to do any coding. It’s also helpful if you can get full support through your interactive content partner. They should be able to provide guidance, design work, and pitch support.