How Bloomberg Media plans to monetize overseas content

Bloomberg Media wants to further monetize trending news stories as well as readers who arrive on its sites from social media, across its Europe, Middle East and Asia markets, reports Jessica Davies of Digiday.

Davies writes, “The company wouldn’t reveal exact revenue figures outside the U.S., though it said digital revenue from the EMEA markets has grown 20 percent year-over-year. With the new tools, the hope is that number grows even more quickly.

“Trendr is an algorithm-driven news widget, which presents breaking news and market quotes about top-trending companies, people and topics. Once readers click on a company name, they are taken through to a list of stories about that company, which they can then select to read. Advertisers can own the space around each step in the reader journey.

“U.K. agencies have expressed interest in the tools. Charlotte Tice, head of digital and publishing at Mindshare Affinity, which doesn’t currently dedicate media budget to Bloomberg in the U.K., pinpointed Trendr as the most interesting due to its ability to let advertisers jump on trending news stories and ‘ride the wave of interest.’

“‘If a relevant message is delivered within a relevant environment, it has been shown to have greater impact and recall as users feel the message is more personalized,’ she said.”

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