Media for Similarweb

Media Industry Data Needs

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The Value Prop

The Elevator Pitch

what to write

what to say

To grow and monetize impressions in the evolving media space, harnessing accurate and extensive digital data is not just an advantage - it is a necessity. Similarweb is the #1 tool keeping media companies ahead ofaudience and advertiser trends

Audience Development & SEO

Media

A media company produces content, monitizing it through a combination of paid subscriptions, ads and affiliate commission.

Commerce / Affiliate

What is a publisher

Digital

TV

Social

Print

Classifieds

Ad Research

All brands produce the same content mediums which means for the most part, we can speak to them all the same way

The Pitch Deck

Media Departments & Teams that use data

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Departments

Content

Revenue

Teams

Commerce

Audience Development

Consumer Marketing

SEO

Ad Sales

Ad Research

Affiliate

Expand

Land

WTF did they just say? media jargon

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Click-through-rateThe percentage of ads that are clicked on.

CTR

Cost per thousand (impressions) Ad currency: Price being paid per thousand impressions served

CPM

Page ViewsWe don't speak in traffic or page views, we speak in "impressions" and we sell impressions to advertisers

Impressions

Pronounced “oh-n-oh” Owned & OperatedSites owned and operated by a media brand, where the brand has direct control over all content and UX

O&O

DO NOT SAY PUBLISHEREvery publisher is a media company, not every media company is a publisher. Eliminate “publisher” from your vocabulary

Publisher

(R-O-N)Advertising across an entire network, media companies sell inventory across their full portfolio in RON campaigns

Run-of-Network

We are the only tool that uses detailed Amazon data to help media companies improve their affiliate and commerce strategies. Our platform tracks searches, clicks, and purchases by category, brand, and product across web, mobile, and app. This lets commerce teams focus on promoting products that people are really buying, making affiliate recommendations much more successful.

Revenue

Responsibilities Develop and implement strategies to monetize impressions* effectively through advertising, subscriptions, and partnerships.

Pain Points Navigating the competitive advertising landscape, where demands for decreased CPMs* and changing consumer behaviors impact revenue streams.

Data Use Use data to identify advertising opportunities and optimize monetization strategies by tracking performance metrics and audience demographics to maximize revenue.

Impressions: media term for traffic, eyeballs on a pageCPM: Cost per thousand (impressions), currency used in digital advertising

Social Media

Social network platforms that live exclusively online. Content is created and shared directly from individual users and brands

Ad Sales

ResponsibilitiesSelling advertising space and developing relationships with advertisers to maximize revenue.

Personas

Executive Director

Account Director

Account Manager

Pain PointsDefending CPMs* in a tight market. *CPM: Cost per thousand (impressions). CPM is the global ad currency: price being paid per thousand impressions served

Product fit

How We HelpFind active advertisers by category, build your sales story by identifying metrics where your brand excels, find contact data

Data UseUse prospecting tools to identify current advertisers and find contact information for clients and AORs

Ad Research (Ops & Insights)

Personas

ResponsibilitiesSupport revenue org through managing sales tools, reporting on advertising trends and missed business.

Insights

Sales Ops

Product fit

Pain PointsProviding the sales team with timely and accurate insights at an individual advertiser level due to bandwidth capacities.

How we helpProvide digital benchmarking using the same data source that can be distributed across your editorial, affiliate and sales teams for universal consistency.

Data UseUse tools that provide full advertising landscape and their brand's position within it, tools that illustrate category trends

Salesloft Cadence

Content

Responsibilities Creating high-quality, engaging material that resonates with the audience and aligns with the media company's brand identity

Pain Points Ensuring their work remains relevant and appealing in an increasingly crowded digital landscape, where audience attention is fleeting while losing traffic to AI results

Data Use Use digital data to analyze audience preferences and engagement metrics, informing their editorial decisions to create relevant and SEO friendly material

We're the leader in audience and advertiser behavior: tracking searches, clicks, audience overlap and purchases across over a hundred million websites. Media companies rely on us to undestand how agencies view them, which helps you get ahead of your weaknesses and craft your story about why you're the best place to run campaigns. Plus, our data lets you find missed business opportunities and spot important trends in your category.

Content and Revenue teams DO NOT interact

Editors aim to write with integrity, free from advertiser influence, while readers want to know their content is unbiased by advertising money.

Advertisers want to know they won't face editorial penalties simply because a competitor can spend more money than they can.

Budgets are not shared, content and revenue teams do not work on the same floors, interaction is very limited.

Digital Media

Digital media produces content created and distributed exclusively online

Publisher is a dirty word

Publisher is an antiquated term that refers almost exclusively to print news companies. Some companies still consider themselves publishers, MOST DO NOT. Never use the term publisher unless the brand refers to itself as a publisher. Publisher is alienatingMedia is all encompassingWhen in doubt, refer to your prospect/client as a media company.

Print Media

Print media was traditionally newspapers and magazines available through home-delivery subscriptions and newsstands Modern Medium:Online articles, sometimes complementing print copies, sometimes replacing print editions entirely

Audience Development and SEO need similar insights and can often share tool budgets.Save time and outbound both at the same time with the same message.

Audience Development

ResponsibilitiesGrow and engage the brand's audience by driving the editorial strategy through data analysis, identifying trends, and tailoring content to meet audience preferences.

Personas

Audience Development Manager

Audience Analyst

Audience Planning

Content Strategist

Pain Points Effectively segmenting and understanding audience preferences, hindering ability to drive an informed editorial strategy and grow the audience.

Product fit

How we helpOur data allows audience development teams to build an audience profile based on behavioral attributes including search, engagement, online journey and more

Data UseUse tools to track audience engagement metrics, content performance, social listening and demographic insights.

Salesloft Cadence

Introducing Similarweb

We're the leader in audience and advertiser behavior: tracking searches, clicks, audience overlap and purchases across over a hundred million websites. Media companies rely on us to undestand how agencies view them, which helps you get ahead of your weaknesses and craft your story about why you're the best place to run campaigns. Plus, our data lets you find missed business opportunities and spot important trends in your category.

We’re the leader in understanding how people behave online. Our data tracks searches, clicks, and purchases across over a hundred million websites, this helps our media partners create a complete profile of their audience and even their competitors'. With this information, they grab their audience's attention more effectively and boost engagement.

Consumer Marketing

ResponsibilitiesPromoting the brand to attract and retain customers, often in an effort to develop subscriptions.

Personas

Consumer Marketing

Head of Growth

Head of Brand

Performance Marketing

Pain PointsEffectively target campaigns to the audience most likely to convert.

Product fit

How we helpAudience behavioral data and competitive ad strategies allow consumer marketing teams to identify the best outlets to reach their intended audience

Data UseUse tools for engagement metrics, campaign performance, and market trends.

We’re the leader in understanding how people and advertisers behave online. Our data tracks searches, clicks, and purchases across over a hundred million websites, this helps our media partners create a complete profile of their audience and even their competitors'. With this information, they grab their audience's attention more effectively and boost engagement.

Affiliate

Commerce

Affiliate

Affiliate and Commerce teams work closely together to monetize editorial through product recommendations.Affiliate teams find partnerships and negotiate commission.Commerce teams select the products to promote through editorial content.

Personas

Affiliate Manager

Partnership Manager

Product fit

ResponsibilitiesManage partnerships with affiliates and optimizing revenue through affiliate partnerships.

Pain PointsUnderstanding which partnerships yield the best results.

How we helpProvide transparency in audience overlap and retail success

Data UsePartner provided reports

Affiliate

Commerce

Commerce

Affiliate and Commerce teams work closely together to monetize editorial through product recommendations.Affiliate teams find partnerships and negotiate commission.Commerce teams select the products to promote through editorial content.

Personas

Commerce Manager

Commerce Editor

Product fit

ResponsibilitiesDevelop product recommendation strategy, supplying editors with insights to help guide successful product promotions.

Pain PointsUnderstanding which categories and products yield the best results

How we helpIdentify the top searched, purchased and converting products so editors can rely on data to produce successful content

Data UsePartner provided reports

Salesloft Cadence

Classifieds

Short, informal ads, typically for services, jobs, or items for sale. Traditionally listed in the classifieds section of local newspapers Modern Medium:Online brands dedicated exclusively to classified listings. Often monetized through ads.

TV

TV traditionally consumed through linear programming: scheduled times on a television network, often with commercials Modern Medium:CTV/OTTConnected TV/Over-The-Top services that stream content via smart TVs

We are the only tool that uses Amazon behavioral data to help media companies improve their affiliate and commerce strategies. Our platform tracks searches, clicks, and purchases by category, brand, and product across web, mobile, and app. This lets commerce teams focus on promoting products that people are really buying, making affiliate recommendations much more successful.

SEO

Audience Development and SEO need similar insights and can often share tool budgets.Save time and outbound both at the same time with the same message.

Personas

ResponsibilitiesOptimize content and website structure to improve search engine rankings and increase organic traffic.

SEO Manager

SEO Specialist

SEO Editor

Pain PointsConstantly changing search engine algorithms, Google AI responses and general AI use by their audience.

Product fit

How we helpThe most accurate and timely search and keyword data allows SEO teams to keep their content at the top of the results page

Data UseUse tools to analyze keyword performance, traffic sources, and user behavior data.

Salesloft Cadence

Introducing Similarweb