iab mixx - the consumer experience's new impact on revenue
TRANSCRIPT
Tony Haile CEO, Chartbeat
@arctictony [email protected]
chartbeat.com
The Consumer Experience’s New Impact on Revenue
The Consumer Experience’s New Impact on RevenueTony Haile @arctictony
AD PROBLEM !=AD SOLUTION
The Consumer Experience’s New Impact on RevenueTony Haile @arctictony
A visitor’s default behavior is to leave
The Consumer Experience’s New Impact on RevenueTony Haile @arctictony
The Consumer Experience’s New Impact on RevenueTony Haile @arctictony
Performance is not binary, performance is a curve
The Consumer Experience’s New Impact on RevenueTony Haile @arctictony
but it’s a logarithmic curve…
The Consumer Experience’s New Impact on RevenueTony Haile @arctictony
That means thinking about inventory differently
The Consumer Experience’s New Impact on RevenueTony Haile @arctictony
Rotating Ads is Better for Advertisers A&B
A
B
A B
B A
VISUAL RECOGNITION
TEXT RECOGNITION
UNAIDED RECALL
41% 28% 16%
58% 38% 28%
The Consumer Experience’s New Impact on RevenueTony Haile @arctictony
The Impact of a 15-second Refresh Scheme
The Consumer Experience’s New Impact on RevenueTony Haile @arctictony
This doesn’t work if you have shitty content
