engaged time and the complexity of engagement measurement tools
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The Value in Engagement
The Value In Engagement
Hi, I’m Annie.
The Value In Engagement
Let’s play a game
The Value In Engagement
Let’s play a game
The Value In Engagement
Now, which was more engaging?
The Value In Engagement
!
• Counting clicks vs measuring attention !
• Building a loyal audience builds revenue !
• Quality content drives ad performance
tl;dl
The Value In Engagement
What do we mean by engagement?
The Value In Engagement
55% spent fewer than 15 seconds actively on a page.
The Value In Engagement
More attention = higher propensity to return
The Value In Engagement
Columnists Why Obama Interview Says
Highest engagement
The Value In Engagement
High attention, small audience
The Value In Engagement
Lowest engagement
Picture Photo Gallery Fashion Weather
The Value In Engagement
Low attention, big audience
The Value In Engagement
Building a loyal audience builds revenue
The Value In Engagement
Make native content that’s worth reading
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
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
The Value In Engagement
Quality content impacts ad performance
The Value In Engagement
People who stay on a page for 15 seconds or more have twice as many viewable ads
The Value In Engagement
The goal is to align the quality of the content to the value of the page.
