By Aaron Goodin, CEO, Snap Skout
When it comes to selling online, it’s important for retailers and advertisers to acknowledge that when it comes to news and magazine web sites, it’s not what consumers want, it’s what readers want. They are, of course, readers first, and consumers second (usually).
Readers visit these sites for the news, not for deals or even to window shop. Most often, readers have no intention of buying anything and often cannot connect the dots between the ad and the product or service the ad is promoting, because their minds are being occupied. Reading takes concentration and readers shouldn’t be distracted.
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What do today’s readers want? It’s not a complicated question. They want good content that they can trust. They want quality journalism. And, they want to be entertained and educated at the same time. These desires should be top priorities for the news business; at least that’s what the reader’s perspective is.
Yes, these expectations are obvious. But when we go beyond the words on the screen, what readers also want is an enjoyable experience. They want the whole package, something quality print media is known for providing.
With online tactics like programmatic buying, we’ve lost all that. The automation and algorithms of this approach place ads in front of the “right audiences” but not necessarily the right content. Online ads lack context and that’s why it’s easy to ignore them.
If we want people to shop online, we have to think about how we shop offline.
If I go to a shopping mall, I’m going because I already know what I need and which store carries it, and I’m going to walk past all the other stores that don’t have what I need. When I get to the store I’m going to pick out the item that I already intended to purchase, and if it makes sense, perhaps I will choose something to go with it. I’m already here, and I already know I’m going to use it.
The “I’m already here” was the approach we took when we built Snap Skout for eyeballs that belonged to readers first, consumers second. These readers are already thinking about going on a trip, trying a new restaurant, supporting their local sports teams, or finding the best pair of shoes for spring — and they came to the content first to be educated and entertained. The upsell is more successful here, when they are already predisposed to the idea. If it’s on sale, well, then look no further.
When it comes to news and magazine sites, advertisers would be wise to remember that it’s not enough to take up space on the page and call it a campaign. The most effective use of technology will read their stories too, providing more value for the end user.
There’s not going to be one big thing that “saves” the news industry. It’s going to be a lot of little pieces and ideas, and readers (like me) who know what we want. And that’s how my startup started. I looked around and realized that what I wanted didn’t exist, so I decided to take a shot at bringing some innovation to an industry that needed an overhaul, from the reader’s perspective.
When I go to a web site, important and entertaining headlines should grab my attention, not flashing banner ads. Ads should make sense. They should be helpful. There should be a real reason why they are there.
What my team built is just one simple product that came from wanting to be part of this new wave of big thinkers who disrupt industries with digital technologies. The Internet was print media’s tornado. We’re not here to be the earthquake. The plan here is to build the right technology that really integrates the reader’s experience with both content and ads, without blurring the lines.
The only people we’re here to disrupt are those who thought a banner ad was all the industry needed. The news business has to be our business if we want to continue to see the quality journalism that we rely on, along with the design and experience we know can be achieved.
Aaron has dedicated his career to connecting people with the information and brands they need most, from financial services products to mobile applications to online advertising tools. Aaron got his start as a network engineer where he first discovered his deep passion and love for technology. He spent the next decade creating, building, selling and deploying IT systems to meet the growing needs of small and mid-sized businesses. Over time, he became obsessed with how an online brand experience impacts a consumer behavior. Aaron began exploring new and better ways for businesses to connect with their target audiences online. He’s launched several products, from mobile applications to content discovery tools and online advertising solutions. He is the Co-Founder and CEO of talktUp, a company that brings together his passions to create new online experiences that are inherently useful and innovative.
