S4’s Mighty Hive expands data practice with six new publishers

Mighty Hive, the data and digital media consultancy which merged with Sir Martin Sorrell’s S4, has expanded its data practice which seeks to drive revenue for publishers with the addition of six media companies to its ranks.

The partnerships are part of the Google News Initiative APAC Data Lab which was developed in partnership with Mighty Hive in an effort to work with the news industry to help journalism thrive in the digital age.

The Initiative helps publishers make a case for a change in their organisation by documenting how data science and analytics can help publishers improve their content planning, keep visitors on-site with better content recommendations, and improve site revenue.

The six titles joining the partnership are the South China Morning Post, Jagran, NZME, The Mainichi Shimbun, The Star and UDN.

Mighty Hive will help the publishers improve reader engagement, increase direct revenue from their relationship with readers and drive revenue from advertisers.

Jakub Otrzasek, head of data and analytics Asia Pacific at Mighty Hive said now is a more important time than ever before for publishers to improve their revenues.

“MightyHive consulted six publishers across the APAC region and identified where their data capabilities could benefit from MightyHive’s expertise. The crucial parts of this project were executed during COVID-19 pandemic, and we’re proud to have provided support and crucial insights to publishers during these hard times,” said Otrzasek.

An audience segmentation study identified that across five publishers by Mighty Hive, the loyalty share (engaged and brand lover users) represents under 5% of the publishers’ total monthly audience but contributes 45-65% of all advertising revenue. By this measure one brand lover is worth at least 50 casual users.

“Publishers are undergoing hard times with a changing privacy and technological landscape. At this moment, the industry is asking what would be a sustainable model to run, build, adapt and evolve. This playbook contains some of the answers. The takeaways point publishers to ways they can drive revenue using a data-driven approach,” said Kenny Griffiths, managing director, Asia Pacific, Mighty Hive.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.