Portugal’s top publishers band together to get users to register and pool data
Portugal’s publisher alliance, delayed nearly a year, finally got off the ground in March, with six of the country’s top media companies.
Dubbed project Nonio, media companies Impresa, Global Media, Cofina, Media Capital, Publico and Renascença started requesting users to register their details to access their sites in March. Since then, Nonio has registered 500,000 people, amounting to 150,000 daily users. The goal is to reach 1 million daily users by August, at which point registration will be mandatory. Based on the conversion rate of 2 percent, publishers in the alliance say it’s on track to meet this target. Eventually, Nonio expects to have 4.5 million registered users, a sizable chunk of Portugal’s internet population of 6.5 million, according to Nonio publishers.
Getting people to pay for content in Portugal is tough, with just 4 percent of the population having an ongoing online news subscription, according to Reuters Institute Digital News Report. That compares to 15 percent in Norway.
With advertising as the main business model, publishers need to focus on their first-party data — and finding ways to grow it. By pooling audience data, Nonio plans to draw more ad dollars away from Facebook and Google, which account for two-thirds of the digital ad spending in Portugal.
Nonio had a slow start. The rollout was significantly delayed, which João Paulo Luz, digital director at Impresa, blamed on the tech hurdles of getting a single sign-on for six companies, 75 apps and sites. “It’s very tricky from a tech perspective,” he said.
Getting six different technical teams to follow the same set of processes takes time: Some of the publishers use customer management platform Gigya as their single sign-on platform, while others that don’t want to hand over responsibility to a third party have developed their own tech layer, requiring additional time and resources.
Luz is realistic that getting people to enter their details is a barrier. Simple messages asking to register now in order to personalize content and because it will become mandatory later had high conversion rates, said Luz. With the General Data Protection Regulation taking effect May 25, timing is in Nonio’s favor. “Everyone is discussing how different players are collecting data,” he said. The prospect of a new e-Privacy Regulation has also spurred publishers in Germany and France to explore getting audiences to log in to universal platforms.
Making sure the user experience is as smooth as possible is a key concern. Those who choose to sign in through their own social profiles only have to work through three steps, and Nonio collects age and gender data. If users register with the publisher, it takes around five steps. Some of the publishers are seeing less than 20 percent of users register through social logins, while others are seeing more than 40 percent, according to Luz.
Publishers with different and competing business models are often a sticking point in an alliance’s progress. For Nonio, four of the media companies have subscription products. Users who already pay for access won’t have to register.
Nonio hasn’t yet run an ad campaign using this data. To start, Nonio will segment audience data by age and gender only to keep the ad-fill rate high, and not to deter advertisers with higher unit prices for more granular targeting. Another upside for the industry is Nonio has created a set of standard formats, but publishers will use their own commercial teams to sell and decide their own prices.
“Everyone is scared of the future,” Luz said. “The only way to exist is to be stronger, and if we are together, we are stronger.”
Member ExclusiveGlobal Publishing Summit Recap: prepare for a world without cookies
If you were listening in to our Global Publishing Summit on February 24-26, you’re probably still processing the wealth of insights, tips and strategies shared by all the speakers we heard from over the course of the summit. If you weren’t able to attend, fear not: we’re here to distill the key talking points from […]
Member ExclusiveMedia Buying Briefing: Black-owned media companies step to the forefront of the upfront
Mediabrands is bringing together a raft of its biggest clients — about 20 Black-owned and Black-targeted media players — for an Equity upfront.
‘They’re solving a problem’: The Washington Post readies its Zeus platform for the buy side
Zeus currently offers more than 4 billion impressions per month across its participants' owned-and-operated sites.
SponsoredHow publishers are maximizing retention after the COVID-19 subscription surge
Michael D. Silberman, senior vice president of strategy, Piano For many publishers, 2020 was a good year for subscriptions, and the trend has continued into 2021. For example, over the last month, The New York Times grew active news subscriptions by 48%, and Insider has doubled its subscriber base to just over 100,000 in the […]
Why independent Black-owned media companies are not participating in agency multicultural marketplaces
Advertising agencies are launching new multicultural PMPs but some Black-owned media companies are refraining from joining.
‘We don’t have visibility’: Google’s ad targeting limits expose publishers with reliance on open programmatic market and first-party data weakness
Most digital publishers connect to Google’s ad tech in some way, but those reliant on open programmatic ad exchanges, and without robust first-party data solutions, could be hurt by Google's data decisions.