A Data State of the Union: Can We Make Quality Pay Online?

Tony Haile@arctictony

Tony HaileCEO, Chartbeat

@arctictony

[email protected]

chartbeat.com

A DATA STATE OF THE UNION

Can We Make Quality Pay Online?

Tony Haile@arctictonyA DATA STATE OF THE UNION Can We Make Quality Pay Online?

1–5 6-10 11-15 16-20 21-25 26-30 30+

ACTIVE EXPOSURE (SECONDS)

NU

MB

ER

OF

VIE

WA

BLE

IM

PR

ES

SIO

NS

HOW LONG ARE VIEWABLE IMPRESSIONS ACTUALLY SEEN?

How Long are Viewable Impressions Actually Seen?


BRAND RECALL & ENGAGED TIME

0 90 180 270 360 450

AD EXPOSURE TIME

PA

RT

ICIP

AN

TS

WIT

H C

OR

RE

CT

BR

AN

D R

EC

ALL

75%

100%

50%

25%

0%

Positive correlation between brand recall & engaged time

CONFIDENCE INTERVAL95%

Brand Recall & Engaged Time


0 90 180 270 360 450 540

ENGAGED TIME ON FIRST VISIT (SECONDS)

PR

OB

AB

ILIT

Y O

F R

ET

UR

NIN

G O

N A

SU

BS

EQ

UE

NT

DA

YENGAGEMENT AND PROPENSITY TO RETURN

0.15

0.20

0.10

0.05

0.00

Engagement and Propensity to Return


Reported Recognition & Recall EXPERIMENT 2REPORTED RECOGNITION & RECALL: EXPERIMENT 2

0 10 20 30 40

EXPOSURE TIME

PA

RT

ICIP

AN

TS

WIT

H C

OR

RE

CT

BR

AN

D R

EC

ALL

30%

40%

50%

20%

10%

0%


CTR Relative to all Ads

0–2 1–2 2–3 3–4 4–5 5–10 10–20 20+

VIEWABLE TIME (SECONDS)

CT

R R

ELA

TIV

E T

O A

LL A

DS

100%

0%

CTR RELATIVE TO ALL ADS

16%

39%

66%

92%

138%

189%

225%

7%


12am 6am 12pm 6pm 12am

TIME OF DAY

FR

AC

TIO

N O

F D

EV

ICE

’S T

RA

FF

IC A

T T

HIS

HO

UR

HOW DEVICE USAGE VARIES WITH TIME OF DAY

0.02

0.04

0.06

0.08

0.10

0.12

0.14

0.16

0.18

0.00

Mobile

Desktop

Tablet

How Device Usage Varies Across the Day


SITES’ RECIRCULATION BY DEVICE

MOBILE TABLET DESKTOP

AV

ER

AG

E P

AG

ES

RE

AD

AF

TE

R E

NT

RA

NC

E

0.5

1.0

1.5

2.0

2.5

0.0

Recirculation by Device


0 10 20 30 40

AD EXPOSURE TIME (SECONDS)

$

Current CPM-based Pricing Model


Active Time-based Pricing Model

0 10 20 30 40

$

AD EXPOSURE TIME (SECONDS)

Current

Active


MOST READS PER CLICK LEAST READS PER CLICK

TopBestCollegesCompaniesCitiesCarsBiggestFictionalRichestPublic

ObamaObamacare

D.C.Zimmerman

SnowdenTrayvon

WarEgyptSyriaGOP

Walmart

*data from summer 2013


Scroll Depth

ON LANDING PAGESP

IXE

LS

500

1.0

0.9

0.8

0.7

0.6

0.5

0.4

0.3

0.2

0.1

0.0

0

1500

1000

2000

2500

ON ARTICLE PAGES

PIX

ELS

500

0.96

0.88

0.80

0.72

0.64

0.56

0.48

0.40

0

1500

1000

2000

2500


Do We Read the Articles We Share?

LOW READ TIME HIGH READ TIME

DO WE READ THE ARTICLES WE SHARE?

LOW

SO

CIA

L A

CT

IVIT

YH

IGH

SO

CIA

L A

CT

IVIT

YNUMBER OF ARTICLES

LOW HIGH


How Much Direct Traffic Do Sites Get?

0% 20% 40% 60% 80% 100%

PERCENTAGE OF TRAFFIC COMING FROM DIRECT VISITS

NU

MB

ER

OF

SIT

ES

HOW MUCH DIRECT TRAFFIC DO SITES GET?


Landing Page Visitors by Device

DESKTOP MOBILE TABLET

FR

AC

TIO

N O

F V

ISIT

OR

S W

HO

VIS

ITE

D A

LA

ND

ING

PA

GE

0.15

0.20

0.25

0.30

0.10

0.05

0.00

LANDING PAGE VISITORS BY DEVICE

0.181

0.044

0.158


Social Traffic by Device

DESKTOP MOBILE TABLET

FR

AC

TIO

N O

F E

XT

ER

NA

L T

RA

FF

IC C

OM

ING

FR

OM

TH

IS S

OU

RC

E

0.4

0.5

0.3

0.2

0.1

0.0

SOCIAL TRAFFIC BY DEVICE

0.121

0.014

0.325

0.035

0.137

0.004

FACEBOOK TWITTER FACEBOOK TWITTER FACEBOOK TWITTER

Tony Haile@arctictony

Thank you, Chicago!

Tony HaileCEO, Chartbeat

@arctictony

[email protected]

chartbeat.com

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A Data State of the Union: Can We Make Quality Pay Online?