Media companies are often struggling with how they can make the digital channels work for them in an effective way. Is video the answer? Or is it the payment wall? Webinars prove to be a very valuable addition: they not only provide direct interaction with the target audience, but also rich data.
Do you recognize this, offline it runs smoothly: the circulation of the magazine, the viewing figures on television, the weekly radio broadcasts. Or you grow, but you know that it should be possible to further boost that growth. This growth might come from online channels. This is why more and more media companies are putting up a payment wall, so that customers will still pay for (part of) the content.
We also see our customers increasingly opting for video. The disadvantage of video is that it is mainly broadcasting: the consumer watches when it suits him or her, but there is no interaction and limited enriched data. There is little insight into who exactly is watching and what their interests and motives are.
The opportunities of webinars for media companies
Webinars are a very interesting option when you are after more customer engagement and insights. Look for example at media companies like RTLZ, TMG, Sanoma and De Persgroep. They organise webinars on a regular basis. Many participants ask questions, answer polls and click on a call-to-action. The range of webinars is therefore very valuable for advertisers. This enables these media companies to successfully engage customers, advertisers and leads.