Minute Media, a digital group of premium sports and lifestyle brands, turned to Riddle to boost audience engagement through quizzes.
The London-based media and technology company (including soccer powerhouse 90min.com ) is a global advertising-supported platform \u2013 that popularity is key to their continued profitability.<\/p>\n\n\n\n
The advertising world is constantly evolving. Minute Media<\/a> is constantly on the lookout for the latest innovations to package for their global clients and brands – that\u2019s where Riddle came in.<\/p>\n\n\n\n With 30 (and counting) interactive content formats, Riddle\u2019s quiz maker<\/a> supported a wide range of content campaigns.<\/p>\n\n\n\n Plus, Minute Media leveraged each quiz type\u2019s built-in monetization \u2013 with branding, video ads, and lead generation opportunities.<\/p>\n\n\n\n The attention economy sure is a fickle business.<\/p>\n\n\n\n On one hand, we\u2019re almost literally drowning in content. By 2020, the digital universe will grow to 40,000 exabytes. For you number geeks, that\u2019s 40 trillion gigabytes \u2013 yes, trillion with a capital T.<\/p>\n\n\n\n The bad news? All of that content is competing for audience attention. Competition is only getting fiercer \u2013 and accelerating. IBM found that the world\u2019s global data had almost doubled <\/a>\u2013 in just the past two years.<\/p>\n\n\n\n If you\u2019re a publisher like Minute Media, this makes your life mighty interesting. Your business is based around online audience engagement \u2013 where free content generates revenue through engagement rates and audience clicks. <\/p>\n\n\n\n But with more and more content competition, it begs the question:<\/p>\n\n\n\n Minute Media has turned to interactive content \u2013 a proven method for getting clicks and keeping them. That\u2019s a fantastic statistic \u2013 Google rewards sites with excellent dwell time as high quality, and boosts their SEO for more free traffic. The bottom line? Minute Media knows that quizzes boost revenue. With 6-10 questions per quiz, that\u2019s 6-10 opportunities for to display additional ad impressions to boost revenue. The amount of time readers spend on an ad on a page is integral for Minute Media \u2013 more time = higher eCPM and revenue. That\u2019s a big reason Minute Media is a fan of online quizzes. The best part is how it worked for Minute Media. That\u2019s more than twice as effective \u2013 compared with the 36% completion average rate for passive content. Brands today are advertising less but producing content more. It\u2019s a win-win scenario. And it\u2019s not just Minute Media. Consider that almost 80 percent of marketing professionals in the Content Marketing Institute Survey agreed that interactive content drives repeat visitors and multiple exposures. Sports media group Minute Media uses Riddle to deliver sponsored quiz experiences across its global platforms. With 80-90% of visitors starting quizzes and 70-80% completing them, their sales team can demonstrate genuine audience attention to brand partners.<\/p>\n","protected":false},"author":3,"featured_media":654,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"advgb_blocks_editor_width":"","advgb_blocks_columns_visual_guide":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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9:02 am","modified":"Updated on March 10, 2026 1:33 pm"},"featured_img_caption":"","series_order":"","_links":{"self":[{"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/posts\/653","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/comments?post=653"}],"version-history":[{"count":11,"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/posts\/653\/revisions"}],"predecessor-version":[{"id":6991,"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/posts\/653\/revisions\/6991"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/media\/654"}],"wp:attachment":[{"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/media?parent=653"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/categories?post=653"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.riddle.com\/blog\/wp-json\/wp\/v2\/tags?post=653"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Audience engagement: the battle for eyeballs<\/h2>\n\n\n\n
What can publishers do to ensure audiences come back (and stay) for more?<\/h2>\n\n\n\n
Getting clicks and keeping them<\/h3>\n\n\n\n
Quizzes, polls, listicles and more all require audience input \u2013 and turn passive visitors into active clicking\/thinking\/sharing participants. On average \u2013 quizzes achieve almost three minutes of time on site per user.<\/p>\n\n\n\n
Quizzes are also inherently viral \u2013 Adweek notes they\u2019re among the most shared content online<\/a>. That means quiz takers bring their friends \u2013 and friends of friends \u2013 to the party.<\/p>\n\n\n\nBoosting revenue through audience engagement<\/h2>\n\n\n\n
Minute Media also leveraged Riddle\u2019s video interstitial ad placement and lead generation forms. These are displayed between each user\u2019s last questions and their results for maximum engagement and opt-ins.<\/p>\n\n\n\nTracking audience engagement with ads \u2013 the challenge<\/h2>\n\n\n\n
But time on a page doesn\u2019t equal \u2018quality\u2019 time. Time on site can be recorded, but that is not necessarily time spent staring at the banner ad itself.
The difficulty comes in pulling quantifiable metrics beyond mere clicks that their sales team can use when negotiating.<\/p>\n\n\n\n
Minute Media used Riddle Quiz Maker<\/a> to make a collection of sponsored quizzes, polls and personality tests contextually related to their site\u2019s sports content.
These quizzes were 100% immersive brand environment \u2013 featuring the client\u2019s branding, fonts, and logo, as well as video adverts from the sponsor during the quiz itself.
And with each quiz a three minute interactive experience, the client could be sure that their message was being received \u2013 loud and clear.
All in all, Riddle quizzes were the perfect combination of what Minute Media needed \u2013 content which captured complete customer attention in a crowded advertising space.<\/p>\n\n\n\nThe big goal: Audience engagement<\/h2>\n\n\n\n
Sponsored quiz content has been a hit on pages with quizzes, because 80 to 90 percent<\/strong> of a page\u2019s readers have been recorded starting a quiz<\/strong> and 70 to 80 percent completed<\/strong> it.<\/p>\n\n\n\n
This proof point was very useful for publishers and their sales team.
Looking at starts, completes and time per quiz, Minute Media could demonstrate their readers were fully engaged with the content (and ads) until the very end.<\/p>\n\n\n\nSummary: audience engagement with quizzes<\/h2>\n\n\n\n
This push-pull of entertainment and engagement is a subtle balance, but one which works wonders for audience retention when done right.
Riddle\u2019s quizzes have proven to be a simple yet effective solution, delivering Minute Media the metrics they need to continue to do what they do best.<\/p>\n\n\n\n
Each interactive content experience is contextually relevant to the page \u2013 which boosts monetization opportunities.<\/p>\n\n\n\n
Quizzes provide publishers with that elusive balance of entertaining content and sponsorship opportunity.<\/p>\n","protected":false},"excerpt":{"rendered":"