Author Archive

Meet the Chartbeat Paid Content Solution

May 14th, 2014 by Mona

  Chartbeat Paid Content Solution    

The need for attention metrics

A few months ago our CEO Tony Haile wrote a piece for TIME that rebuked commonly-held assumptions about the internet. One fact in particular – that only 24% of readers exhibit any sign of engagement at all with sponsored, branded, native or as we call it, paid content – specifically struck a chord with many folks who read Tony’s piece. Our data science research confirmed something many of us already assumed or suspected – that most paid content failed to capture audience interest and attention – that most paid content failed to match the quality of the editorial content surrounding it.

At Chartbeat, we see these low engagement numbers, depressing as they might be, as an opportunity.

Right now we're seeing that most paid content isn't being measured by audience attention at all. A lot of publishers are tracking and reporting on paid content performance using things like clicks and impressions and shares. Metrics we’ve long-known don’t help us wholly understand content performance in terms of audience engagement. There is a clear dearth of metrics for publishers that speak to the impact of advertisers’ paid content. Publishers can't get the data they need to answer key questions around paid content performance:

  • Did their message got in front of a quality audience?
  • Did that quality audience actually spend time actively reading that content?
  • Did that paid content ultimately perform similarly to that publisher’s editorial content?
At the end of the day, we knew that answering these questions for both publishers and advertisers and aligning their goals and success metrics required a new product that provided core attention metrics to paid content teams.
Today we’re excited to introduce the Chartbeat Paid Content Solution.
We’ve built a product that brings content quality measurements to those on the frontlines of paid content. We created this product because we have the knowledge and the network to actually help clients better understand their paid content – the traffic it gets, who spends time with it, what social activity is relevant to this piece, and whether or not this paid content creates a native reading experience for the publisher’s audience.

Because our editorial and advertising products are built on the strength of the thousands of sites we work with – 80% of the top media sites in the US and across 35 countries – we understand their goals and performance at both a mass and individual site level,  we're set up to help the industry solve this issue at the entire ecosystem level.

Building this product reflects the fact that we know paid content can get better – and we know that advertisers’ and publishers’ goals can be aligned to ultimately result in a better paid content reading experience for audiences.

Three Things to Know about this Product

We wanted to bring the critical answers you need front and center, within one dashboard that helps you tell a complete story around how your paid content is performing. While I hope you’ll explore the product demo on your own, here are a few quick things to know about this new product:
  1. You can show your advertisers if their paid content is actually being consumed, rather than just provide click counts. You can provide advertisers with clear audience insights around how many folks begin and finish reading a piece of paid content.
  2. You get an in-depth understanding of where your audience is coming from and how much time they're spending with your paid content. This product lets you dive deep into a piece of paid content’s traffic sources so you can see what kinds of traffic are spending the most time with your paid content.
  3. You can benchmark your paid content’s performance. See how audience attention on a piece of paid content measures up against the attention on your advertiser’s campaign overall, the attention across your whole site, or the attention averages for your site’s competitive set.
Want more?

You have a few options for getting the scoop on our new paid content product:

  • You can watch the nifty product video below
  • You can explore a demo on your own here
  • You can read more about the product here
  • You can get in touch for a personalized walkthrough here

Chartbeat Paid Content Solution from Chartbeat on Vimeo.

Introducing: Heads Up Display for Chartbeat Publishing

June 26th, 2012 by Mona

It's going to be a cool and breezy 72 degrees in NYC today after weeks of hot and humid weather. So learning that this morning, I threw on a bright sundress and grabbed a cardigan as I sprinted out the door. I made a data-informed decision even if I wasn't totally conscious of it. That’s how data works. It’s how it should work. Data is everywhere. We live in a world of information. So why should we only see it in the form of charts, graphs, reports, and dashboards? We shouldn’t. That’s why we built Heads Up Display for Chartbeat Publishing: to give editorial teams an incredibly intuitive and efficient way to see their site’s data - right on their site.

Meet Heads Up Display

This idea of integrating data directly into the editorial workflow has always been the goal of Chartbeat Publishing. We want to give you a sense of what's happening on your site, alert you when something unusual is occurring, and then provide you with the information to take action. Rinse and repeat. The dashboard does this brilliantly and with incredible depth (or at least we hope and hear that’s the case!) - but it’s a destination you need to go to outside of your normal routine, an extra step for you editors. Heads Up Display comes to you. It takes literally one click to activate, and sits in your browser, bringing you immediate signals about the health of your page. It provides you with a unique set of data designed to help you optimize your page - homepage, section-front or article.

All the power in one little bar

Your menu bar is your power panel. It gives you all the vitals for the page you’re on:
  • Total number of concurrents for the page: Clicking the concurrent number brings you to the dashboard for a deeper look at your audience and their behaviors.
  • Traffic sources: Opens up to give you further details on your referrers, including a new feature that's only in the Heads Up Display - specific referrers through Internal sources. That’s HUGE for story pages. It lets you understand which articles within your site are driving the most traffic to a particular page.
  • Most clicked pages: Gives you an easier navigation option - click on this one, and we immediately scroll you to the article on the page (almost like magic!).

Quick homepage performance

Use Heads Up Display on your homepage to show you how well your homepage is driving traffic to the stories you've promoted. The ranks of each story, marked by pins, provide a super-fast sense of which stories are working and which ones are at the bottom of the pack. Then add on the velocity arrows within the ranks to see how quickly the story is accelerating or decelerating. If there's an up arrow, it means the this story is accelerating, so you should wait and see how it plays out - maybe it was recently promoted to the position. If there’s a down arrow, the pick up is starting to slow down.

Detailed real-time click rate

Click a pin to see the click rate of that story: how many clicks per minute it’s getting in real time, and you can also see how the story’s been trending over the past 30 minutes. If the trend line seems to be falling, then it might be time to swap in another story.

Scroll depth by page

Heads Up Display on an article gives you valuable insight into how people are interacting with your story right now. Check out the Scroll Depth on the right side of your page; this is in context so you know exactly how far down the page your readers are reading. If most readers are abandoning early, then you might want to play with the content or add something more interactive like a video or an image. In this view, you’ll also see you how well related stories on that page are performing - as long as those stories are on your site. As with anything we launch, what you’re seeing today is just the beginning. There are a million things we want to add and iterate on. What makes it in first is often decided by your feedback. If you have any ideas, requests, or questions, please feel free to chat with our Chartcorps during a free online workshop, or email me directly at mona@chartbeat.com. Looking forward to hearing what you think!

Introducing Engaged Time to Chartbeat Publishing

June 3rd, 2012 by Mona

Built by the newest member of our front-end team, Nick "Nitro" Moy, Engaged Time makes its Chartbeat Publishing debut today!

Why Engagement?

Why is this a big deal, you ask? I guess we should start with our thought process around how the publishing audience specifically consumes news content, which led to our focus on engagement as a metric.

I'm not sure anyone would argue, at this point, that we can't be judging our content solely by traffic numbers anymore. Traffic can be incredibly misleading when viewed in a vacuum. Volume is obviously fantastic - you need to know people are showing up, after all -  but how do you know they're actually reading and consuming your content?

You need to know that you are keeping your readers attention, making sure they're scrolling and reading down the page to the meat of your content vs. just knowing that you're  an ace headline writer that gets people to the page for a second before they bail entirely.

That scenario happens all the time these days, right? Everything is shareable, we click on pretty much any link in front of us. So your job is not to just create and promote stories that intrigue, but you must must must engage. Otherwise they don't remember (or care) that they've been to your site at all.

What is Engaged Time?

If you've been with us for a bit, you know we've shown you engagement metrics in the past. We've shown you a dial that shares the readers that are reading, writing, and idle.

Well, this launch represents a new way of thinking for us and all you big-shot publishers. It shifts engagement from being only a state-based measure (reading and writing) to a measurement of time.

Why the change? Well, what can you do with knowing 34 people are writing on this page right now? Is that good? Is that better than it normally is? Should you get in there and start commenting on it? You have no idea.

So, we watched how journalists and editors talked about, thought about, and used the idea and elements of engagement and realized that you guys need something that's a bit more quantifiable, something you can measure yourself against, instantly understand the context behind it and - most importantly - know how you should act on it.

That's why we landed on Engaged Time.
We launched this concept in the Chartbeat dashboard about a month back:

Engaged Time on the Overview shows the aggregate total Engaged Time on a site in a heads-up way like "1 year, 2 months" of attention on the site, so Chartbeat members can compare against the same day over the past month.

On a content level, we display the average Engaged Time on that article - so if Peter, Paul, and Mary are all reading this page and Peter spends 1 minute, Paul spends 30 seconds, and Mary spends 45 seconds it means this page has an average Engaged Time of 45 seconds. You publishers have a very different primary goal than the Chartbeat product's audience. We learned by talking to and user testing with lots and lots of our Chartbeat Publishing clients that that main goal is to understand not just how the top pages are performing in both traffic and engagement, but also to find the highly engaging pages further down in the stack - maybe revealing it in your 30 or 40th traffic-ranked article. You need a way to highlight and work with those diamonds in the rough. That's precisely how we've designed Engaged Time for Chartbeat Publishing: You can now quickly assess how you're performing today through the brand new Engagement Module on the main dashboard view:

We've added a new Engagement Module on the main dashboard view, so you can quickly understand your site's performance today. In addition to the overall Average Engaged Minutes, we also show you how your stories are distributed by engagement. Total Engaged Time gives you a sense of aggregated growth over the course of the day, and of course, we still have our reading and writing metric represented as a percentage of engaged. Click on the "Engaged" label at the bottom, and all your stories will sort by the highest Average Engaged Time to the lowest. Like everything else in Chartbeat Publishing, your Engaged Time metrics pivot when you switch your dashboard to a Section or Author view, and a Page view. In fact, that's where things get super interesting. Click on a page and see how many Engaged Minutes it racked up over the course of the day, and figure out where it stands in terms of Engagement against the other stories (through the distribution graph). This pivot-screen shows you that you can now sort by engagement and view your site through this new lens, one that goes beyond traffic. That bar graph shows you the relationship between engaged members (those actively reading, writing, scrolling) on your site. The little time circle on the page shows you the average Engaged Time on that page. Just an FYI - we created a minimum traffic threshold on the sort, based on your highest trafficked page, so you will see relevant content at the top (not just the random page that one guy in Detroit finds so interesting he's been on it, actively reading and analyzing for two hours so that it skews your results). Within this view, you'll instantly:
  1. Find out why this story is SO engaging. What can you learn from it and potentially spread to less engaging stories?
  2. Decide whether to promote it further. Conceivably, this is what is keeping people on the page longer, so it's your opportunity to drive them to a second story. Engaged Time tells you how much people love you. Make sure they stay in love.

How is this Engagement Metric Different from the Rest?

Ugh. Really? Another engagement metric? None of them work. I can't do anything with them. Yeah, we hear you. We agree. Which is why we spent months and months and months and months building Engaged Time to be THE metric. We're that sure about this metric because it's built around what makes Chartbeat fundamentally different: Our technology. Most analytics sites (traditional and real time) measure the stuff happening on your site by the event: the page load, the click. So, if you've visited Page A then Page B, the time in between those two page loads is your Time on Page. But...what happens in between those two page loads? Are people actually reading? Is their tab just open in the background while they answer emails? What if they never make it to the next page? If this last bit is the case, how do you know if you have just inflated traffic numbers on an interesting headline that people aren't actually scrolling or reading? We're built with a totally different state-based system. We see what your readers are doing in between the clicks. We can tell if they're actually engaged if they're reading (scrolling, page up and down) and/or writing (keystrokes). If they aren't engaged in either action for 30 seconds, then we consider them idle, and they're not counted towards Engaged Time.

Great. This is cool. But...what do I do with this metric?

We're seeing each of our publisher friends, unsurprisingly, using Engaged Time in different ways. But here are a couple of tips:
  • Keep an eye on the engagement number for stories that receive spike alerts.
  • Highly trafficked stories are already exhibiting unusual behavior, so you want to try and increase Engaged Time on them as well to keep this audience as focused as possible.
  • If the Engaged Time is low, then you might want to give them a boost:
    • Add images, video, pull quotes, call outs to the most unique facts
    • Add related links and drive an already engaged audience to more and more engaging content.
  • Use Engaged Time as your decision-maker: If you're trying to decide between two stories to promote through social channels or on your homepage the most engaging story should win.
But we also want you to tell us. You know how we work -- we watch how you work. So keep us posted on how Engaged Time is working (or not) for you. Leave us notes in the comments for everyone to see or shoot us an email at chartcorps@chartbeat.com.