Engaged Ad Refresh 101

July 23rd, 2015 by Jared

What is Engaged Ad Refresh?

Engaged Ad Refresh brings attention metrics to ad refreshing technology. By requiring that a visitor spend time with a viewable ad before that ad refreshes, this tool is changing the landscape of display advertising. Sounds cool, no?

Think of Engaged Ad Refresh as the Internet version of the thirty-second TV ad spot. The same commercial doesn’t show for three straight minutes, because three minutes of commercial time generates more collective value to advertisers when it’s split up into thirty-second spots. You can apply that same principal to digital advertising. And — by adding Chartbeat attention metrics, you can make refresh decisions based on the maximum amount of time you want visitors to spend with each ad.

Publishers have been refreshing display ads for years, but Chartbeat Engaged Ad Refresh introduces new levels of precision and transparency. Keep reading to find out what we mean by that.

What’s the deal with traditional ad refreshing?

Traditional ad refreshing technology, like a good outdoor reading spot, can sometimes be shady. More ads loading means more impressions, and more money for sellers — yet those impressions are not always worthwhile. Triggered by time simply passing on a clock, standard ad refreshing can’t guarantee that an ad was viewable, let alone exposed to a live person for a meaningful period of time before the slot reloaded. As a result, traditional ad refreshing often exacerbates viewability issues.

How does Engaged Ad Refresh work?

Engaged Ad Refresh is triggered by active consumer attention, not wall clock time. A visitor has to see an ad for a minimum amount of time before it refreshes — a minimum amount of Active Exposure Time. What is Active Exposure Time, you ask?

Active Exposure Time measures the amount of time an ad is in view while a visitor is actively engaging on the page.

By employing this metric, we confirm two things — that the ad is viewable and that the visitor is engaged — before refreshing the ad. The best part? Engaged Ad Refresh is flexible: You set the Active Exposure Time threshold required to refresh an ad on your site, you can customize this interval for individual campaigns, you can combine interval rules, and you can exclude specific campaigns or creatives from refreshing.

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By taking audience engagement and ad viewability into account, Engaged Ad Refresh enables publishers to give each ad the best chance to succeed while still getting the most value from every second visitors spend on their sites. Sites can gain more quality, viewable inventory or increase overall site viewability because refreshed ad slots are more likely to be viewable. Just look at PGATOUR.com, which increased its viewable inventory by more than 10% by using Engaged Ad Refresh.

For buyers, Engaged Ad Refresh means the opportunity to increase branding campaign KPIs and the potential to exercise more control over how creative is experienced. Our data has shown a strong correlation between Engaged Time and brand recall – that time matters when it comes to ads making an impact. After all, brands need time with an attentive audience to get their message across and build an audience. Engaged Ad Refresh enables just that – ensuring an actual, live person will see an ad before it refreshes. Compared to other ad refreshing technology, Engaged Ad Refresh better ensures that brands get the opportunity for their ads to succeed.

All in all, Engaged Ad Refresh means brands get actual audience attention, not just a page load. It means that publishers can directly monetize the attention of their audience, not just their clicks.

What a refreshing concept :).

Ready to get started with Engaged Ad Refresh? Want to learn more? Think we’re awesome? Get in touch.

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