Dive Brief:
- SimpleReach, a content measurement and amplification platform, teamed up with Meredith Digital to create Audience Insights, which will give publishers and content marketers demographic insights on readers to help optimize campaigns.
- Through Audience Insights, Meredith Digital will use SimpleReach’s metrics for sponsored content campaigns on sites such as Better Homes and Gardens and Parents, according to Mobile Marketing Watch.
- For many marketers, content marketing efforts are often seen as a high-level exercise that drives performance metrics across other channels. If marketers are be able to use Audience Insights to optimize efforts beyond sponsored content remains to be seen.
Dive Insight:
In a statement provided to Mobile Marketing Watch, the partnership was explained as a way for publishers to "better understand how demographic data of their readers can impact content performance in order to provide better end-to-end solutions for their advertiser partners,"
From the way the statement described the new feature, it seems it might be more useful for publishers — at least initially. Audience Insights would allow publishers to understand their readers and provide them valuable data to share with, and likely sell to, marketers looking to advertise on their websites.
Given the value and importance of data in digital marketing, coupled with how much content marketing permeates strategy and tactics across all marketing channels, the feature could potentially impact all aspects of content marketing.