Archive for the ‘Know Our Products’ Category

MRC Accredits 21 Chartbeat Metrics Including Viewability and Active Exposure Time

September 29th, 2014 by Alex Carusillo

   
mrc logo-01
  In summer 2013, we introduced our first advertising tool to help premium publishers monetize their audience’s attention. 15 months later, that one tool is now part of an expanded platform that provides media planning, reporting, and strategic services to premium publishers that want to measure and sell attention. Today we’re thrilled to announce that the Media Rating Council (the MRC) has accredited 21 of the metrics featured in our advertising platform. In the post below I explain what this accreditation means for Chartbeat and the larger attention economy.

We got accredited!

One of the stranger things about entering into ad tech for the first time is learning that all the stuff that made you successful elsewhere isn’t enough anymore. You can’t just build cool new technology or awesome interfaces. You can’t just have positive press. You can’t even just have people love what you do and pay to use it. Advertising is big and scary and impossibly competitive and the rules are just different and there are a lot more of them. While it’s been hard to find someone who thought the monetization of attention wasn’t worthwhile it has been even harder to find people who thought it was something they could actually do. No amount of desire alone can change the system - you need to change the structure first. And so that’s what we’ve started to do.

This means we need to do more than just adding a new dashboard link to someone’s bookmarks or some vanity metric to someone’s spreadsheet. It means making a fundamental change to the way success on the internet is evaluated and rewarded, building an internet where our best instincts are also the right ones. And today - after nearly six months of sleepless detail work - I think we’re starting to get there. Because today I get to say that our metrics have been accredited by the Media Rating Council.

So...what's the MRC?

Like I said: the strangest thing about entering into ad tech is that it’s not clear what it takes to go from “neat service” to a world viable system. Pro-tip for those of you at home turns out the first step is passing a Media Rating Council audit.

But who is this the Media Rating Council (MRC from here on out) and what are they about? The MRC is an industry body that audits and accredits internet measurements to ensure that they’re “valid, reliable, and effective.” There’s a whole lot of money flowing through the internet and there are a bunch of people with conflicting interests trying to say what portion of that rightfully belongs to them. The MRC exists to make sure that everyone is on equal footing and that people can trust the numbers they use. Without them you’ve got a bunch of conflicting and unreliable numbers that aren’t good for much more the decoration. With them you’ve got reliable metrics you can build businesses on. And now Chartbeat metrics can be counted among those reliable metrics.

   
Chartbeat MRG
   

What does accreditation change right now?

So what does that mean? Well, it means we get to put a new logo on our homepage and talk about our “twenty-one accredited metrics that go beyond just viewability” but more importantly it means that this “Attention Web” we talk so much about can turn into an Attention Economy. We’ve been driving this idea for a couple years now -- we’ve always believed that the click and the impression are not the way advertisers should value content. It just doesn’t make sense. A heady piece on global policy in the Financial Times is just a fundamentally better opportunity for an advertiser (and for the internet in general) than one on some clickbait blog. It just is.

You can trust science, the market, or just common sense, but no matter which way you look at it you end with high quality writing being worth more than low quality stuff.

But before this accreditation came through it didn’t matter how much you believed in that “attention is valuable” story because you still couldn’t sell it.

That time is over.

At its narrowest interpretation, Chartbeat’s MRC accreditation means premium publishers, advertisers and agencies can now use attention as a currency. But a whole new internet economy isn’t far away if attention is a fundamentally valuable thing on the internet – and Chartbeat gets to be at least partially responsible for that.

What’s next?

Here’s the cool part though - this isn’t just about money and sales teams getting higher CPMs. This isn’t even really about advertising.

It’s about a better internet - the one we were promised from the start.

This accreditation gives us the ability to express our core idea that the quality of website experience is, above all, universal. We’re getting closer to building a world where measurement arises from an ad experience’s purpose and not what was easy to track (clicks). Where the business side and the editorial side of a company believe the readers comes first. Where the the quality of a publication’s content sustains its business, not the number of people who click an ad near that creation. That’s a pretty cool world. And that’s the success we wanted all along.   Check out the Chartbeat Ads Platform for yourself

Make Sure Your Advertising Team Attends This Webinar

June 6th, 2014 by Juliana

Measuring_Ad_Engagement___Chartbeat_Publishing

tl;dr You advertising/sales colleagues can now sell ads based on your audience’s Engaged Time with Chartbeat ads tools. Tell them to go to this webinar to learn more (oh, and you can come, too).

I know a lot of our Chartbeat Publishing users are producing valuable content that captures the attention of often-distracted online visitors for significant amounts of time. I’ve seen those Engaged Time numbers you guys tweet out and they’re impressive. Yet many publishers struggle to fully monetize the quality editorial content their teams create because these publishers can’t prove to advertisers why their content is worth more than standard click-bait fare.

Click metrics have failed to accurately measure the value of placing display ads by content that captures audience time and attention. And frankly, that sucks because studies by folks like Yahoo and Google (and Chartbeat) prove that time should a key metric for advertisers: how long visitors spend actively engaging on a page while exposed to ads correlates to things like brand recall and recognition. (Intrigued? We’ll discuss these findings more at the webinar.)

Here at Chartbeat we’ve been building tools that help advertising teams sell ads based on how much time visitors spend actively engaging on a page while ads are exposed. Our tools help quality publishers prove to advertisers why their audience’s time and attention is worth a premium. So the blood, sweat, and tears you put into making good content can translate into your sales teams charging premiums for advertising on your site.

Does that sound kind of neat? If you dig this idea, or you think your friends in the sales or advertising departments might, tell them about our webinar: http://chart.bt/adswebinar. It’s all about how publishers can sell time to their advertisers. Chartbeat Publishing for Editorial friends: You’re of course welcome to join the webinar as well – we just hope you’ll let the sales kids in on it, too.

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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.

Just Launched: Author Insights and Email Subscriptions in the Daily Perspective

April 22nd, 2014 by Doug

Last year, we launched the Daily Content Perspective to allow editorial and analytics teams to understand their traffic and audiences beyond their real-time data—armed with a full day of context for overall traffic volume, top stories and sections, and smart insights into that data. Our goal was to make it easy for folks to be able to get this data outside of watching the live numbers, and we focused on a metric that really matters: the total amount of time your audience spent reading. Now, based on feedback we’ve gotten from our users, we’re updating the Daily Content Perspective. The two main things we heard were:
  • Can this be automatically delivered to my inbox?
  • What about context and insight for authors?

Email Subscription to Yesterday’s Most-Read Content

You can now have your Daily Content Perspective delivered to your inbox every day. That’ll make it easier to report on the previous day’s top performers, set strategy for what pieces your team will focus on today given a killer story from the day before, and give everyone a rundown in your morning editorial meeting. And, as always, our focus in the Daily Content Perspective is total Engaged Time: the time your audience spent actively engaging with your content.

Arming Authors and Section Editors

You can also see a breakdown of your most-read authors for the day. Section editors and authors can subscribe to their own content and get a pulse for what their audience is reading in addition to their real-time data. That way, you can really help content creators get even more invested into how people are reading their pieces. Plus, with the takeaways included for each view, no one has to comb finely through data tables to get smart insights about their content.

 So, you’ll be able to subscribe to two types of email subscriptions: one for a full-site roundup, and another for specific sections or authors. The full-site email will give you yesterday’s top 10 most-read stories, sections, and authors, and insightful takeaways around your visitors and traffic. The section and author emails are similar, but tailored to just that section or author.

Quicker Insight

You’ll also notice other changes to the Daily Content Perspective, particularly with takeaways. The takeaways have been valuable for editorial teams as a way of providing quick insight and color to the data without anyone having to spend hours combing through the data—like the top referrer for a given page, that a story had great reading time but few people moved on to read other content afterward, or that a given author had their highest social traffic this month. To help users get a quick pulse on trends and insights, we’ve put these takeaways front and center.

There’s more coming up for Chartbeat Publishing soon, like mobile app integrations to let you understand how your in-app content is performing. Details to come, so stay tuned. In the meantime, we’d love to get your feedback on the new Daily Content Perspective.

Meet the New Additions to Chartbeat Publishing for Ad Sales

April 10th, 2014 by Alex Carusillo

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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:

  1. Clients wanted to see our data in conjunction with their ad server data.

  2. They wanted to understand where their impressions fell in time ranges.

  3. 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.

Target Packages 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.