How Informa ramps new revenue channel and sponsor benefits via the ON24 Platform

Today, with print circulation and ad revenue in decline, the publishing industry must find ways to diversify revenue beyond traditional means. So, the B2B publisher, Informa, decided to double down on the strategy it knows best: attract and engage an audience with compelling digital content and monetize those opportunities with sponsorship dollars.

With media brands across 75 different markets focused on topics as varied as manufacturing and wealth management, Informa had to zero in on the digital content tactics that reliably produced audience interest and generated leads for sponsors across all industries.

Through the ON24 platform, Informa has all the capabilities it needs to build a high-value webinar marketing campaign offering for its sponsors.

On the back-end, ON24 gives Informa a content command center to easily organize, administer and manage hundreds of sponsored webinars every month and automatically turn them into on-demand webinars. This makes it possible for Informa to build and scale webinar programs that are unique to each sponsor, with customized branding, interactivity and calls-to-action, and keep producing leads.

The built-in on-demand engagement solution from ON24 also makes it easy for Informa to create online content hubs comprised of sponsored webinars on the same topic. This approach makes it possible for Informa to maintain the same framework as a live trade show but spread content across a full week.

There, attendees can access various webinars on-demand on their own time — and come back for new content updates — all while enjoying a single registration process for the webinar campaign. Audiences have a single destination to keep binging on more sponsored content, upping the benefits to sponsors even further, and each hub can be updated dynamically as soon as new on-demand webinars are ready.

Furthering their goal of delivering a webinar campaign, ON24 gives Informa real-time insights into audience engagement before, during and after a sponsor’s webinar campaign. By measuring and analyzing attendee engagement, Informa can help their sponsors go beyond who registered. Now, Informa can share how well a sponsors’ messages resonated and help pinpoint their most engaged leads. Yet another differentiator, ON24 enables Informa to pass this information onto sales reps at sponsor companies to seamlessly continue the conversation from the webinar—information usually lost with third-party campaigns.