4 Digital Publishing Strategies That Our Top Publishers Used in 2017
4 Digital Publishing Strategies That Our Top Publishers Used in 2017
What we’ve learned this year
1. **The total session revenue (total of CPMs for across all pageviews during a visitor session)**
2. **The value of the publisher’s ad inventory (ad space)**
1.) They understand digital revenue seasonality
2.) They look closely at their landing pages
1. EPMV by landing page
2. Engaged pageviews by landing page
[Understanding EPMV per landing page](https://blog.ezoic.com/elite-way-to-increase-ad-revenue-per-view/) provides some perspective on what pages are actually earning you the highest revenue. While a single page might earn a higher eCPM or RPM (total page revenue), it might not actually be earning you the highest session revenue. If a visitor lands on a lower earning page, but then goes on to visit 4 other pages, the total earnings from all the subsequent pageviews may ultimately earn far more revenue than that single high earning page.
Good publishers use this knowledge to their advantage. They write more content like their top landing page content. They alter it and improve it over time and mimic strategies that work well. They optimize around their highest earning landing pages, not pages.
Additionally, these publishers recognize [the role that engagement plays in the process of elongating sessions](https://blog.ezoic.com/data-reveals-value-visitor-engagement-publishers/) to earn a higher EPMV. They’ve seen our research on how engagement effects inventory value and try to ensure that the pageviews they lead visitors to [create valuable ad impressions for advertisers](https://blog.ezoic.com/web-traffic-that-produces-the-most-value-per-visitor/). This essentially means eliminating andy [FAKE UX](/?page_id=1739) that may be hindering visitor experiences.
What does this look like? It could be confusing navigation or misleading links. How do you measure it? [Monitoring navigation bounces](https://blog.ezoic.com/navigation-bounces-affect-seo-digital-revenue/) have been proven to be effective.
3.) They are mobile-minded
4.) They trusted machines to help with layouts
The theme of all of this data
If there is one trend we see across all the successful digital publishing strategies it is this, focus on your visitors. Understanding their behavior and influencing their session in a positive way will benefit both your traffic, revenue, and reputation.
The best way to do this is by using objective data. Our top publishers have looked at this equation in every way possible and keep coming back to the same conclusions. **Data must drive important decisions**. The ones that stuck to this statement in 2017 saw record growth.
Onward and upward to 2018.