Engaged time and the complexity of engagement measurement tools
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The document discusses the importance of engagement for building a loyal audience and generating revenue. It shows that people spend little time on pages with low engagement content like photos and weather, while spending more time on pages with highly engaging content like columns and interviews. Quality content that keeps people's attention for longer improves ad recall and brand perception. The goal is to match high-quality content with pages to increase engagement and attention.
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Engaged time and the complexity of engagement measurement tools
- 2. The Value In Engagement Hi, I’m Annie.
- 3. The Value In Engagement Let’s play a game
- 4. The Value In Engagement Let’s play a game
- 5. The Value In Engagement Now, which was more engaging?
- 6. The Value In Engagement ! • Counting clicks vs measuring attention ! • Building a loyal audience builds revenue ! • Quality content drives ad performance tl;dl
- 7. The Value In Engagement What do we mean by engagement?
- 8. The Value In Engagement 55% spent fewer than 15 seconds actively on a page.
- 9. The Value In Engagement More attention = higher propensity to return
- 10. The Value In Engagement Columnists Why Obama Interview Says Highest engagement
- 11. The Value In Engagement High attention, small audience
- 12. The Value In Engagement Lowest engagement Picture Photo Gallery Fashion Weather
- 13. The Value In Engagement Low attention, big audience
- 14. The Value In Engagement Building a loyal audience builds revenue
- 15. The Value In Engagement Make native content that’s worth reading
- 16. The Value In Engagement ! 33.8% 52.3% 25.0% Seen for over 5 seconds Seen for below 5 seconds Not seen Financial Times Digital Attention Economy Study Brand familiarity increases by 71% when an ad is seen over 5 seconds vs below 5 seconds
- 17. The Value In Engagement BRAND CONSIDERATION BRAND ASSOCIATION BRAND AWARENESS AD RECALL +58% +51% +71% +79% Financial Times Digital Attention Economy Study Increase in brand perception when an ad is seen for over 5 seconds
- 18. The Value In Engagement Quality content impacts ad performance
- 19. The Value In Engagement People who stay on a page for 15 seconds or more have twice as many viewable ads
- 20. The Value In Engagement The goal is to align the quality of the content to the value of the page.
- 21. Thank you, Missouri! ! ! ! Annie Fox annie@chartbeat.com @_anniefox