You’ve got the quality content. You’ve got the attention of your audience. You’ve got the metrics to prove it. But how do you go about monetizing that attention?One viable answer to that question lies in Engaged Ad Refresh. By loading new ads into positions that have already been actively exposed to readers for a significant amount of time, Engaged Ad Refresh creates additional premium ad inventory to sell to advertisers. In other words: high quality content rewarded by commensurate ad revenue. Read the rest of this entry »
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.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.
Chartbeat had a blast at the OPS New York conference last week. Our team loved hanging out with ad operations and digital revenue teams and learning all about what everyone’s working on these days.Big crowd thinking about big issues
There are a ton of major questions on the minds of the Ops community, and it showed. From programmatic to non-human traffic to new site redesigns, there were a lot of interesting discussions going on and ideas shared about all things revenue and ads.Engagement is a “logical extension of viewability”
At least that’s what Michael Silberman, the General Manager of Digital at New York Media thinks. Michael joined fellow bright minds Shenan Reed (MEC Head of Digital, North America), Michael Sebastian (Reporter, Ad Age) and moderator Romy Newman on the OPS Chartbeat panel, “Beyond Viewability: Making Engagement Tangible”.Discussing this topic to a packed crowd, the panelists agreed that while there is still work to be done in standardizing viewability metrics amongst brands, agencies, and publishers, measuring and monetizing engagement will continue to grow in popularity. Michael Silberman echoed this when he commented on reporting on attention data to clients,
“There is no question that our clients and their agency-partners want more information – want to better understand how our audience is better connecting with their brands.”
Multiple Shoutouts to the Financial Times
The Financial Times Cost Per Hour metric and time-based selling system got much love at OPS. Multiple speakers mentioned the Financial Times’s success in selling time as one of the most exciting initiatives in the industry.
As part of our larger efforts to help build an Attention Economy—in which success is measured not by clicks and pageviews but by time and audience attention earned—we’ve publicly released our Description of Methodology, which outlines the measurement process on which Chartbeat’s MRC accreditation is based.Given that this document is a bit well, hefty, we figured we’d briefly explain a couple of our signature metrics here on the blog.
Need a primer before we get started? Check out our Metrics 101 series:
What is Lifetime Exposure?
Quick Recap: Active Exposure Time measures the amount of time users spend engaging on a page while an ad is in view.Definition: Lifetime Exposure measures the amount of time an average visitor spends with all viewable impressions over the course of a campaign. So basically, Lifetime Exposure shows advertisers the total amount of time an audience actively spent with their ads across an entire campaign.Use it in a sentence: “On average, users spent over 30 seconds with ads in this campaign, with a Lifetime Exposure of 37 seconds per user.”Chartbeat Methodology: We calculate Lifetime Exposure as the following: Total exposed time for all cookied users / all cookied users.
What’s the Industry Saying About Time Metrics?
“Moving to time-based media currency is the smartest move that digital publishers can make. There is a reason that the foundation of the TV ad business is time-based. It equates to the amount of attention that audiences give their ads. If digital publishers want to be comparable to TV dollars, particularly as they develop more robust sight, sound and motion content, they will need time-based packaging of their ad product.”-Dave Morgan, CEO and Founder, Simulmedia“We pay more attention to time spent reading than number of visitors at Medium because, in a world of infinite content — where there are a million shiny attention-grabbing objects a touch away and notifications coming in constantly — it’s meaningful when someone is actually spending time. After all, for a currency to be valuable, it has to be scarce…The problem with time, though, is it’s not actually measuring value. It’s measuring cost as a proxy for value.”–Ev Williams, CEO, Medium“Your clicks are valuable, and your eyeballs are valuable, but to advertisers your time is the most precious commodity of all — and publishers say they want to sell ads based on the time readers spend on their sites, not mere pageviews. So, the logic goes, the more time you spent with a story, the more expensive the accompanying ads would be. In a world that values time over views, quality could trump clickbait—and, after all, isn’t quality the thing we want in the first place?”–Julia Greenberg, Research Editor, Wired“It doesn’t matter if consumers hit your site or app in 30-second blocks of time; the more time users spend on a site or app over the course of a month, the more likely it is that they value the content they find there. A paradigm in which time invested results in actual value — rather than often-random clicks and taps — encourages further investment in quality content by publishers and marketers alike.”–Jason Kint, CEO, Digital Content Next
Chartbeat became the first analytics company accredited to measure attention for both display advertising and content. The Media Rating Council has accredited 21 of the metrics featured in Chartbeat’s advertising platform including viewability and active exposure time.