We’re rolling out some big additions to Chartbeat Publishing for Ad Sales this week and with these new features come some new ways of thinking.
For a while now, we have been talking about Active Exposure Time (how long people spend actively reading while ads are in view) as the best way for publishers to focus on selling against what matters (you only perform well on this metric if people are actually reading your stuff) while giving their clients the greatest chance for their campaigns to succeed. But as our clients have started selling on time we’ve seen a surprising thing develop – it turned out there was more to all of this than just getting your ads seen for the longest amount of time. In reality every campaign was different and some advertisers just wanted to be sure their ads were seen while other advertisers want to get their message in front of audiences for as long as possible.
In response we’ve added a bunch of stuff to our product to let our users build different campaigns for different needs: the two biggest of which are our updated campaign report and that all new goal-based package creator.
It’s covered in more depth here but – in short – we noticed that impressions seen for 1-5 seconds are good for advertisers with simple messages while impressions from 6-10 seconds are ideal for those trying to tell a larger story or create an emotion (impressions longer than this are good too but begin to see diminishing returns.) We looked at all the sites using our product and found about half of all impressions are in that 1-5 second range while the rest are distributed through the remaining times.
New: Campaign Report
Our campaign report sees the first big change. After people sell on our metrics we wanted them to have the ability to report on them and we initially built this tool to do just that. Once the reporting tool was in the hands of our clients we heard three really common requests:
Clients wanted to see our data in conjunction with their ad server data.
They wanted to understand where their impressions fell in time ranges.
They wanted to compare their performance against the internet.
As of today all three are in the product.
The most immediately apparent is the ad server data. We wanted to show our metrics in line with more conventional ones so we’ve created a link with Google’s DFP that allows advertisers to see how each part of their campaign performed on the metrics you probably already know (CTR, viewable impressions, etc) and compare that with our time-based measurements.On the third screen of the report we now show a breakdown of a campaign’s impressions and what time periods they fell into so our clients can better understand if a campaign received the kind of impressions that were best for it. And – of course – all of this is benchmarked against the internet so when something’s great it’s easy to prove it.
While these are the big updates to the campaign report, there’s a ton of new stuff in there – everything from geographic data to more data science insights that help tell the story of a campaign – so go ahead and check it out.
New: Target Packages
We’re pushing out more than just new ways of telling stories about campaigns. Our goal has always been to make it easier to sell quality writing and so we’ve created a new tool to help making packaging inventory easier. We call it Target Packages.When we first released our product the only pitches that were happening based on time were really custom campaigns and we built an interface that was perfect for exploring and meticulously developing packages.
But over time, this idea of creating campaigns based on audience time and attention has become less scary to folks and there’s been interest in a more automated process. As such we’re releasing a tool that automatically creates an optimal package based on an advertiser’s goals. Just tell us what you’re looking for (high engagement impressions in the Sports section, ads that are almost always seen in Finance, and everything in between) and we’ll do the work and put together the ads that will most efficiently hit your goals.So that’s what I have for you for now. We’re working on a whole lot more new stuff right now (big updates to the campaign report coming soon) but hopefully these additions make it a lot easier for all of you to sell pixels. If you’re interested in learning more about our advertising platform, feel free to get in touch.