Long Game: Optimizing Yield Is a Two-Year Commitment
You’ve heard it before: “Slow and steady wins the race.” The moral to Aesop’s famous fable is also a mantra that publishers should adopt when it comes to both short-term and long-term revenue goals. Steadily engaging users for the longer term is mission-critical, but too often, the short game (aka quarterly goals) wins. This in turn can impact your ability to engage, retain and grow your audience.
Publishers should fight the impulse to employ clumsy, short-term tactics like the ones below that destroy the user experience and damage long-term trust. Focus on a two-year revenue strategy at a minimum – even if it means giving up a quarterly spike.