Planning Ahead for 2024 with Reading the Nation, our third annual guide to what our nationwide audience is reading about every month, provides first-party data insight into the seasonality and events driving online reader engagement across premium web.
Ozone – the UK’s premium digital advertising platform built for brands, by publishers – has launched Planning ahead for 2024 with Reading the Nation, the latest in a series of annual guides about how Ozone’s unique insights from publisher first-party data can be used to inform digital advertising campaigns across the premium web.
The third annual guide – part of Ozone’s regular Reading the Nation insight series – showcases the sheer scale and power of Ozone’s unrivalled cross-publisher view of online reading across its portfolio of UK premium publishers. The guide provides insight into the seasonal and topical events driving reader engagement with content across the Ozone platform.
The latest guide differs from the previous periodicals produced by the Ozone team as it features learnings from the past three years to look forward and forecast where reader engagement growth can be expected as a result of seasonality. Each monthly chapter features a ‘what to expect’ section analysing the content categories and topics where engagement – measured by premium publisher page views – is most likely to grow.
For example, in Q1, planners accessing insights from Ozone’s premium web platform can expect January online reading growth for Healthy Living and Personal Finance content, driven by increased ‘new year, new me’ interest. February’s four fashion majors, including London Fashion Week, will grow engagement with Style & Fashion editorial. And the spring’s new car registration launch and ISA season will grow Automotive and Personal Finance engagement in March.
At the same time, the guide also acknowledges the topical events in 2023 that piqued reader interest, capturing the impact of special occasions and occurrences like the Coronation and the Women’s World Cup and other more unpredictable one-offs, such as the Barbenheimer phemomenon. An at-a-glance planning calendar is also included to highlight 2024’s most prominent events, such as Glastonbury, the UEFA European Football Championships and the Paris 2024 Olympic and Paralympics Games to name but a few.
Commenting on the guide, Ozone’s Insight & Communication Manager, Alex Maude, said: “We’ve toiled over the production of this – our third annual guide – by painstakingly analysing historical content engagement trends, assessing the impact of last year’s most notable events on reader interest, and thinking creatively about the best way to present a treasure trove of insight into an eye-catching and easy-to-use book. The result is a fabulous shop window into the data sitting behind it. Every piece of insight in the book is entirely powered by our unique first-party data view, which is something we make freely available to our agency partners through Ozone Ad Manager, our proprietary audience insight, campaign planning and deal activation platform.”
Craig Tuck added: “Time and again, the insights produced by the team explicitly demonstrate how the premium web and Ozone’s portfolio or premium publishers are go-to online destinations for millions of British consumers. Week after week, month after month, year after year, we frequently see online readers come to the online content and editorial they trust. From keeping up-to-date with the topical and newsworthy to guidance into lifestyle choices, big ticket purchases and exploring the world, we consistently see hugely attentive audiences – delivered at scale – for brands and agencies to connect within brand safe, contextually relevant environments.”
