Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
In December 2015, Forbes took an aggressive approach to its ad-blocking visitors. In this episode of Digiday Live, recorded last week at the Digiday Publishing Summit in Key Biscayne, Florida, Forbes Media CRO Mark Howard describes the four-stage process that Forbes undertook to better understand its ad-blocking readers, and ultimately reach its sales goals.
Through rigorous A/B testing of language on entry ads, social data gathering and communication-tweaking, Forbes has convinced close to 8 million readers to whitelist the site. Howard’s team found that when readers were given an “ad lite” option in exchange for whitelisting Forbes.com, they consumed more content in one session than a reader who had not whitelisted the site. Listen to Howard’s session above. To hear more about media is changing straight from the people making it happen, subscribe to Digiday Live on iTunes or Stitcher.
More in Media
Creators say it’s difficult to make money from news — with platform rules and brand guidelines
With more people getting news from creators than traditional media, those creators are still trying to build sustainable businesses.
Why CNN International is building for agentic ad market that barely exists yet
CNN International is still chasing its first agent-sold dollar by Q1.
Media Briefing: The transatlantic push to rein in stealth bots is gathering pace
U.S. and U.K. publishers are pushing for laws to crack down on stealth AI crawlers as bot scraping surges and demands for transparency grow.